Marketing Plan Mission and Business Objective Products

Marketing Plan Mission and Business Objective Products and Services Keys to Success Macro Environment Economic Value Added Cash Value Added Cash Flow Return on Investment This report is a detailed marketing plan for a new financial service company called Online Analyst, Inc. The company is a combination database management company that also specializes in the financial services markets.

The company will offer a plethora of information, data and financial-based market services such as online real time market segment analysis, brokerage services and information 'black box' management for the data industries clients. This plan therefore serves as an evaluation and summary of the organization's marketing and business processing options. Online Analyst, Inc. will utilize this foundation document to design, implement and integrate the company's new series of business products and services into a viable consumer and sales blueprint. On-Line Analyst, Inc.

is an organization that takes advantage of existing market analysis and brokerage industry shortcomings. These market segments are currently in a precarious position where they are offering products and services in a climate that has historically been pretty successful but may be at a tuning point. Technology and various legal and regulatory aspects of the industry have changed. The future of the industry will be with companies that can take advantage of the new 24/7 "McDonald's Drive-Up Window" attitude to financial services and data management.

The new economic, cultural and business global spectrum entail that it is always time to bank, invest or gather data somewhere in the world. Online Analyst, Inc. And the internet will make this new line of reasoning pay off. By being forward thinking, Online Analyst, Inc. will not fall victim to these potential shifts in the business climate or culture because the foundation on which the organization has been created is one that naturally and inadvertently reduces risks. Online Analyst, Inc.

has created a new Pricing Analysis Model that will assist clients in their decision making processes as well as their products and service purchases. This marketing plan will also address the plan for attracting a strong consumer base because no business can thrive without its customers. Marketing Plan Introduction to Company There is a new player in the realm of the world's financial information based industries. This marketing plan details Online Analyst, Inc.'s new business model.

This is a company that recently completed an internal Economic Analysis that clearly showed that Online Analyst, Inc. is currently in a great position to take the online financial industry by storm. This new financial service company offers a plethora of new and innovative products and services that are ripe for the twenty-first century and beyond. Online Analyst, Inc. will follow a philosophy of organized chaos theory.

On the outside it will look as though the company is involved in too many businesses and therefore it will look as though it is out of control or mismanaged. But, just like any major bus terminal or airport looks out of control from the outside looking in even though every person is heading to a specific destination or location. On-Line Analyst, Inc. will continue to rely on an underlying database and information management protocol that is by nature very logical and organized.

Consider that technology has incorporated all aspects of the securities brokerage, banking and related financial services areas into nothing more than very specific information management arenas. So, the company will provide financial services to both individuals and institutional clients, but the true nature of the business will be data management and data modeling. Through its unique use of information management and financial services, the company will provide modeling opportunities, custodial, trading and support services as well as human resource and 401(k) investment, wealth management, custody, fiduciary data management.

These information and data modeling portions of the company also have huge potential client bases from governmental, public and private institutional investors and businesses. And finally, through SWOT analysis, this plan also takes into consideration our internal and external relationships with investors, stakeholders and the social environment. Mission and Business Objective This section aims to present a short list of the essential elements of Online Analyst, Inc.'s business objectives. "A mission statement is a key tool that can be as important as your business plan.

It captures, in a few succinct sentences, the essence of your business's goals and the philosophies underlying them. Equally important, the mission statement signals what your business is all about to your customers, employees, suppliers and the community." (Unknown, 2003) In today's highly competitive and global business environment, Online Analyst, Inc. has a mission and business objective that requires the company to go further than settling for mere competitiveness. "Over the last ten years we have seen unprecedented growth in the economy.

Faster computers, better software, and accessible, transaction-friendly Web sites helped fuel this growth and allowed many companies to expand at a dizzying pace. This rapid growth has had a profound effect on business processes in both large and small organizations." (Wardly, 2002) On-Line Analyst, Inc. will encompass very specific elements such as corporate expectations and objectives, sound corporate governance and the organization's internal and external social responsibilities. The twenty-first century financial business spectrum demands that Online Analyst, Inc.

conduct its business with an understanding that the organization will be influenced by the markets and therefore subject to the basics of standard competition and profitability needs. However, Online Analyst, Inc. will also offer more in the way of values and principles for their business objectives will also focus on the overall social needs of the community. That does not take away from the need to meet market and profitability objectives.

Actually, Online Analyst, Inc.'s management will be better prepared to meet those day-to-day, short-term and long-term requirements even though the industry is highly competitive. The company aims to still allow for it to be a good neighbor.

"Although this demonstration of value ultimately is a matter of perception and other factors contribute to business success, the voluntary process of stating business objectives and suggesting ways to measure them can have a powerful positive effect on internal and external clients, and can go a long way in demonstrating value." (Carliner, 1999) On-Line Analyst, Inc. will establish its business objectives to meet certain requirements but will not overshadow the other key aspects of the company's focus.

Whenever situations arise that require difficult decisions between the common social good and a legal, safe and profitable option, Online Analyst, Inc. will pursue the option that puts the best financial interests of the company up front. Online Analyst, Inc. will never confuse its business objectives with that of a charitable or social entity. Profit is first and foremost the main objective in our capitalistic business environment. Profit represents the lifeblood of our organization and all aspects of Online Analyst, Inc. rely on it.

"If the corporation was truly dedicated to the fullest possible growth and development of its employees, productivity and profitability might just reach levels undreamed of heretofore." (Pierucci, Naughton, & Clark, 2005) The mission and business objectives of Online Analyst, Inc. are based on clear and definite time tables and cost schedules which have been chosen for the measurability.

These mission and objectives take common financial and business issues into consideration such as: Competition and the Competitive advantages Industry factors and trends including demographics, social, economic, technological and regulatory concerns Environmental requirements Customer Base Market and sales approaches as they pertain to the 4 P's Business operations and options Short and Long-term goals Our competitive and global business spectrum has consistently altered the expectations of our customers, vendors and stakeholders and the competition. Online Analyst, Inc. will therefore include the very detailed requirements of success in this marketing plan.

On-Line Analyst, Inc. has been founded on a mission and business objective schedule that provides a viable series of values and principles so that every single employee can work toward the profitability objectives while also considering the common social good. Products and Services On-Line Analyst, Inc. sells three main products. Pricing Analysis Modeling Data services -- consumer and market segment analysis Financial Services The company offers industry 'Pricing Analysis Modeling' for both public and private businesses such as but not limited to Charles Schwab, Merrill Lynch, Aetna and Vanguard.

There is also a vast market for governmentally sponsored finance organizations like HUD and the SEC and federal banks. Very few members of the population are aware of the significance of Online Analyst, Inc.'s services. In the global and competitive economic, financial and business spectrums, Pricing Analysis Modeling and the analysis of other inherent data is in great demand.

The results of successful modeling campaigns are the very fine details that help all professional leaders and management make those difficult decisions regarding pricing of securities, products and services in the financial realm. There is no doubt that as the world's economy becomes more and more dependent on very stable economic conditions and industrialized nations and smaller and emerging nations, this process will become even more critical for the future of the brokerage and banking securities industries.

"The benefits were significant and fell into four areas: seizing the marketplace initiative, finding the pricing sweet spot, improving financial performance, and adopting the approach in other strategic initiatives." (Altschuler et al.) On-Line Analyst, Inc. also has a very profitable business that is the underlying strength in all products and services offered. Data on the world's PC's and Network's all require technology for data preservation. The service will be the number one data accumulator in the world as we will be the internet's back-up service.

Surprisingly, there are still far too many individuals and businesses that do not take data security in the sense of backups seriously. One would be amazed at how many hard drives and other storage mediums house critical business data and as they grow in size daily, they become more prone to failure.

Online Analyst, Inc.'s relational database and information business will also be capable of offering several other technological areas: Technical documentation Product catalogs System integration Process optimization In an era where technology is offered by far too many businesses, process optimization will be an excellent niche. Thus, the problem that most businesses take for granted is just how important their information is or how exposed it can be on open networks.

When mainframes were the main storage and computing option, Direct Access Storage Devices or DASD were the data storage units of choice. Today by utilizing an online data repository service, businesses will be able to recover critical or basic information. Online Analyst, Inc. backup devices are a huge conglomerate of relational databases. The key for this business will be our cost effective approach to fulfill the financial industries needs.

On-Line Analyst, Inc.'s third sector aims to be a global financial services firm that will provide new products and services created through its own internal modeling process coupled with its internal data management process. The potential client base will be a large and diversified group of clients and customers, including corporations, governments, financial institutions and private citizens. It will operate by offering investment banking, sales, trading, and other market activities. Keys to success On-Line Analyst, Inc.'s will utilize the basics of marketing to represent its keys to success.

This report aims to provide a thorough understanding of the market and will then apply the 4 P's of marketing: Product Price Placement Promotion Success for all business is a matter of attracting and retaining customers. "It is well recognized that a key issue in gaining brand awareness, trial, and subsequent loyalty is to reflect deep-seated values in advertising and augmented product offerings.

When marketers address consumer values, target consumers sense that the product's purpose is to benefit their individual lives." (Durgee, O'Connor, and Veryzer) Because of the fact that Online Analyst, Inc.'s products are not world renowned, one major aspect of this report will be to focus on company name recognition in the financial industry through a mass media approach that incorporates Financial News spotlights such as CNN, Money etc. And a magazine spotlight approach in Forbes, Business Week, Time etc.

This approach has been successful for many financial startups in the United States and should continue to prove successful for Online Analyst, Inc. Pricing will be dictated directly by our internal modeling process which will provide the optimal pricing strategy based on trial and product and service price surveys in the industry and acceptance marketing strategies. The aim of product and service pricing schemas will be to meet Online Analyst, Inc.'s profitability objectives, gain market share, and to make Online Analyst, Inc.

An acceptable alternative for current competitive industry participants. "Brands and products can offer new benefits and play new roles in peoples' lives if marketers know how to identify and track key values, understand their impact on consumption behavior, and apply them to new products and advertising." (Durgee, O'Connor, and Veryzer) Placement however, will be a much targeted approach.

Placement may affect pricing but the main objective will be to gain market share in the United States financial markets for the capital aspects of the business, new contracts for the information-based business and governmental and private sector contracts for the modeling success. Through implementation of this plan, the industry can be saturated through a duel marketing approach of word of mouth from broker analysts and industry professionals and investor and stakeholder name recognition through the mass media approach.

In regard to promotion, the industry has experienced some periods of economic downturns throughout the nation's history but since we are not driven by economic indicators per se, we should continue to approach the marketing aspects as planned.

It will be more difficult to create new growth patterns which will assure a decent return on investment without constant reevaluation and restructuring of existing financial, social and business policies, products and services throughout our internal modeling process so as to achieve the highest possible profit margins and growth of industry market share. It is essential to utilize tools such as the internal Online Analyst, Inc.'s Pricing Analysis Modeling process to examine our own core business processes. Online Analyst, Inc.

will need to continually investigate the effects of new technologies, securities, and other new opportunities made available through the modeling technology, legal changes and customer awareness opportunities. Basically, Online Analyst, Inc. will always be in a position to analyze how the organization is doing because that is one of our core business commodities we offer to outside customers. Modeling will allow Online Analyst, Inc. To be automated as long as the right questions are asked and the right information is used during the modeling setup process.

Modeling will allow Online Analyst, Inc. To remain focused on the future in a cost affective way. "Managing large, internal steering committees can be challenging, and it's important to keep everyone informed and on track." (Wardly) On-Line Analyst, Inc.'s Pricing Analysis Modeling and Analysis for Management tools will not only ease the minds and pressures of our customers, it will also reduce stress in the boardroom and management. They can be used throughout the Online Analyst, Inc.

organization to evaluate the entire spectrum of the internal business functions that require thorough assessments. Other potential venues include new technology, software or other securities business processes used on a daily basis. On-Line Analyst, Inc. also will have the ability to assess human resource aspects of the business as well as creating a plausible selling organization structure.

These are only a few examples of how modeling can be applied to additional aspects of the organization, modeling is important because it allows for our executive-level management to get in on the decision making process with a foundation of what will occur in many what-if scenarios. Macro Environment Business modeling provides Online Analyst, Inc. with a sound, methodical and analytical analysis tools that can be used to evaluate potential investment risks, asset allocations, developing strategies and financial plans, create new marketing prospecting and cross-selling possibilities, understanding our client's behavior.

But as noted, the modeling and database information databases can be used in other ways such as adding value through measuring human resource aspects like promotions, pricing and compensation outcomes. "Business modeling seeks to define and lay out such high-level business concepts as a corporate vision, and business tactics and strategies; process modeling seeks to define and visualize the process of moving goods or documents or some other entity through a company."(Gill) From a financial perspective, Online Analyst, Inc. controls its own macro environment through our professional analysts.

Consider that analysts have historically served in the vital role in the investment process because they took a big part for providing efficiency. The analyst's job entailed a structured process of information gathering, analytical skill, and intuition. These analysts did this by completely researching their segment of the industry and then they revealed any trends, data, facts and other insights about the company or industry as needed.

Therefore, a security analyst's role was to report and to make recommendations that would influence the price of companies' stocks which affected the overall value of the company. On-Line Analyst, Inc.'s focus will also be on a particular industry, the financial ties of the various sectors of the economy.

Online Analyst, Inc.'s analysts will be distinguished by one of three categories: Sell-side analysts are often full-service broker-dealers that make recommendations on the securities they cover Buy-side analysts work for institutional money managers in companies that manage mutual funds, hedge funds, or investment advisers who purchase securities for personal accounts.

These are the individuals known for ratings of buy, hold, or sell Independent analysts sell their research reports to the free market for profit These individuals will hold a significant amount of power over the investment community so we will highly train our employees so they do not adversely influence the marketplace through recommendations or reports gathered from or Online Analyst, Inc.'s vast storehouse of information. Online Analyst, Inc.'s analysts will not mislead the market or the investors by acting on potential conflicts of interest present.

SWOT analysis (strength, weakness, opportunity, treat) Strength The current Pricing Analysis Modeling tools have strength, they provide help for Online Analyst, Inc. And the industry requirements. One of the biggest strengths is that Online Analyst, Inc. Pricing Analysis Modeling tools allow for an approach for data examination from the perspective of our client's needs and interests.

"Our basic modeling approach was to simulate client choice behavior." (Altschuler et al.) The organizational philosophy has been clear since the early stages of finding the optimal mix of products and services to meet customer needs. The strength in the process is that from the perspective of clients, Online Analyst, Inc. can perform many specific comparisons and offer baseline measurement criteria. On-Line Analyst, Inc. analysts will take the time to understand life in full and in depth so that they can look beyond the single dimension of investments.

Online Analyst, Inc.'s Pricing Analysis Modeling tools are a strong strength. Weaknesses Every organization has some weakness. As a service provider, Online Analyst, Inc. technically has no products to sell. Therefore, company image and service and product names are reputation and past experience are a key. Because no product alterations can be made when something goes wrong, Online Analyst, Inc. is susceptible to customers moving away from the brand name or simple creating their own substitute service. Opportunities All organizations have some opportunities.

In business, numbers equate to success -- or failure. Online Analyst, Inc. must continually focus on sales and marketing. The tenet 'no customers equates to no business' will continue to be true no matter technologically advanced society gets. The vast number of potential contracts and a trend towards globalization will provide even greater numbers of potential customers. On-Line Analyst, Inc. has an opportunity to listen and communicate the needs of potential customers. This will keep customers coming back. Online Analyst, Inc.

will begin to enjoy pricing advantages over its competition, and new technology should build on the opportunity and advantage. Threats No organization is immune to threats. Just as technology helped to build this organization, new technological breakthroughs could just as eliminate as a viable solution to social problems. It is a critical mix of relying on existing technology without being overly dependent on the older technology.

Marketing Objectives Successful communication is essential for business success and will be instrumental for creating a new marketing and advertising strategy for Online Analyst, Inc. That is because Online Analyst, Inc. will use several means for communicating its message. The communication efforts will be used in but not limited to media outlets such as direct mail marketing, Word of Mouth, internet marketing, radio, television, magazine and newspaper advertisements and the organization's noteworthy community service efforts. All of these are crucial to the marking and advertising approach. On-Line Analyst, Inc.

will unify the industry and create a high level of communications that we can be used to make the connection with existing and potential customers. By redirecting the training, Online Analyst, Inc. will be prepared to communicate a consistent message to its customers. Online Analyst, Inc. will institute a strong marketing and advertising strategy that is supported by 100% of the employees. Target Markets On-Line Analyst, Inc. has a resource that many other organizations can only dream about.

Today, customized and individually-tailored marketing and advertisement efforts are necessary in order to justify a department's Return on Investment. Marketing and advertising functions have become an investment that can be subject to the same stringent demands for financial performance as any other organizational department. Database technology has provided a way to measure these outputs. On-Line Analyst, Inc. has the luxury of housing data on every single customer that has ever inquired or purchased a product or service from the company.

This information will become a gold mine in the information era. Online Analyst, Inc. can utilize its vast amount of information to compete a focused data-base marketing campaign. Online Analyst, Inc. will utilize a Database-Marketing that will keep its competition from capture ever precious market-share and to better service its customer base. Existing database technology enhances other marketing resources as the twentieth century moved away from the phenomena of mass-marketing.

Today, customers have an expectation that only their needs are being met and database marketing is a key component of this line of thinking. When a customer calls into the Online Analyst, Inc. system to report a breakdown, they often take for granted that all of their personal information is at the disposal of the representative they are conversing with. Some things that Online Analyst, Inc.

should begin to gather with their existing database technology that would significantly enhance the bottom line would be to get to know their customers better through system accuracy sweeps. From there it would be possible to evaluate existing and new customer's value and basically score them. This in turn will allow for Online Analyst, Inc. would be creating listings of more valuable customers or customers who could potentially become valuable through cross selling opportunities. Online Analyst, Inc.

would be able to service customers better and to create select target-markets and advertising activities. The database marketing campaign will be a three step process. The first step would be to analyze the company's existing data. Then they design and build valid data-models. By ensuring that the existing database structure holds all relevant data about the customer, his buying habits and his potential needs, object-orientated database systems with querying capabilities will be able to create very useable profiles to drive the business's future needs. The key for Online Analyst, Inc.

is to establish a direct marketing communications program that will successfully increase revenue by cross sales and to increase sales for existing customers. The basis of the process will be to reinvent brand values and brand loyalty and to create a new sense of urgency in the mind of the consumer that our products are a must have for the consumer. Planning It is crucial for senior management to know what is going into the planning process, what the strengths and weaknesses are as well as addressing those weaknesses.

This should all occur prior to any new plans being implemented. Online Analyst, Inc. is a business that will be tied to many federal regulations and introducing new products or services could be detrimental to that part of the business.

"The types of financial establishments that have not commonly been dependent on the supervision of state or federal banking controls but have performed one or more of the conventional banking functions are savings and loan associations, mortgage companies, finance companies, insurance companies, credit agencies (owned wholly or in part by the federal government) credit unions, brokers and dealers in securities and investment bankers. " (Mishkin) The planning process must therefore address the main objectives the company will face.

"The management science group focuses on business problems to be solved and employs a broad range of operations research and management science techniques, including optimization, simulation, expert systems, multivariate statistics, and neural networks. To ensure a focus on implementation and responsiveness, it tackles all aspects of the modeling process, including collection and validation of data. It has earned the reputation of an objective, analytical entity that has a can do attitude." (Altschuler et al.) All planning models, including our Pricing Analysis Model, have an inherent weakness.

Businesses either do not assess existing flaws in the business structure or the data they use is not right for the purpose of assessment. "The main reason is that, too often, companies are attempting to automate business processes that are inherently flawed." (Wardly) Models are only as good as the information used to apply their principles. Thus, first and foremost, it is essential for us to present viable, valid and useful data to the Pricing Analysis Model.

Using the old computer philosophy of 'garbage in garbage out,' we are tasked with the daunting challenge of determining which of our clients are effected, which accounts are effected, analyze the effect on revenue of our pricing schedules, which of our sales team will be most effected and the various possible product combinations and product features which will influence all of these nuances.

"Fundamentally, if the customer's business processes don't jibe with the software being implemented, or even worse, the business processes don't work correctly on their own, then no amount of technology can help." (Wardly, John) Once the data we will use has been massaged to meet these very important data criteria requirements, only then can the model be able to address these and other concerns.

We have to first prepare as well as work with the data available to ensure the Pricing Analysis Modeling tools will provide us with the results we need. "Business modeling is often synonymous with process modeling, so developers often refer to the two terms interchangeably. But some argue that true business modeling is a major undertaking that no one has yet mastered." (Gill) Positioning On-Line Analyst, Inc. cannot haphazardly create new products or services without understanding the business impact of those new products or services. Online Analyst, Inc.

As an organization has historically followed very precise and logical steps prior to implementation of any new product or service. Senior management has historically been required to always develop business goals, identify the current or existing business process, identify flaws if any in that process, create new business processes to address these identified flaws, recreate or simulate the new process.

Only after this extensive series of steps can Online Analyst, Inc.'s senior management team develop both the business and technological requirements and specifications to implement any new process, product or service. Business Modeling has become an essential step in any new product's implementation because of the need to simulate how the new process will affect the organization in regard to customers, partners, internal revenue streams and the employees. As pointed out by Philip J. Gill in his 1999 article and survey in Information Week, there.