Marketing plan development and implementation

Marketing Plan Proposal

Situation Analysis

Smith's Engineering Services is a small company in the metalwork and engineering business. The most important challenge that the company must address is represented by its difficulties in increasing its number of customers and its sales. In other words, the company is not able to attract customers, probably because of insufficient marketing efforts. Therefore, it is important that the company improves its marketing activity in the attempt of increasing its profits. The company must develop a strategy based on increasing awareness and on improving customer loyalty.

Marketing Objectives

The marketing plan must address the following objectives: increasing awareness on the company's products and services, increasing the number of customers, and increasing sales (QuickMBA, 2010). In addition to this, it is important that the marketing activity is oriented towards improving customer loyalty. SES must also determine its work suppliers to increase the number of contracts, so that the company expands its activity.

SWOT Analysis

Strengths

The most important strengths that SES can rely on are represented by the quality of the company's work and by cost effectiveness. In the engineering business, companies must continuously increase the quality of their products and services. This helps them create competitive advantage. These subcontractors must also provide prices that are established in accordance with the financial situation of their customers.

Weaknesses

The most important weakness that the company must address is represented by expanding its customer base. The company's unsatisfactory position on the market can be attributed to this situation. Therefore, the marketing strategy must ensure the proper advertising activity of the company's products and services.

Opportunities

The most important opportunity that SES must address is represented by market expansion. The development of the constructions industry allows the company to benefit from an increased number of projects. The company can increase its market share by addressing the expansion of this business, while not reducing its prices.

Threats

The biggest threat is represented by the company's competitors. It is difficult for the company to compete with large construction companies that can provide smaller prices, and larger teams of workers. In addition to this, SES is a subcontractor and depends on larger companies.

Marketing Strategy

Product Strategy

The company's product strategy is based on providing high quality services. In the construction business it is difficult for a small company like SES to differentiate itself from other competitors through innovative processes that require large investments. Therefore, SES must develop several teams of qualified workers and efficient leaders that can successfully manage complex projects. The company must develop a brand based by competitiveness and high quality services.

Pricing Strategy

It is not recommended to reduce the prices of the company's services. This is because price reductions in this business can determine customers to associate this strategy with a reduction of quality. SES should develop a price range discussed with the companies that require their services. The company should also establish certain discounts that can be offered to customers with several projects.