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GLO BUS Marketing Plans
Marketing Strategy -- Glo Bus
Summary- Glo-Bus is a U.S. based international digital-camera company with production operations in Taiwan. The industry is cyclical and highly competitive with a market growing 8-10% per annum and heavily price elastic due to volume and technological improvements in digital phone devices.
Target Customers- Digital camera customers are typically more sophisticated and technologically savvy than the general population. They research products thoroughly prior to purchase and fall within the Early Adapter or Early Majority segmentation model. Most are college educated (or equivalent) who are either professional photographers or highly skilled amateurs with household incomes in excess of $75,000.
Unique Selling Proposition- Because of the heavy competition and price wars between Smart Phones and other camera manufacturers, the USP for Glo-Bus is based on gleaning a competitive edge: "Glo-Bus -- Don't just shoot it -- experience it."
Pricing and Positioning- While Glo-Bus has entry-level camera models, the quality and technology of its products aligns more with mid-upper range units. Pricing is competitive, but not primary and focus is on quality, benefits, features, and warranty (long-term use). PS: "Glo-Bus -- quality and innovation when and where you need it the most.
Distribution -- Distribution remains primarily through retailers of all sizes focusing on shops or organizations that provide knowledge-based consultative services rather than one-size fits all.
Collateral/Promotions -- Focus on higher end collateral that acts as a soft sell by masking as a tutorial/educational piece with tips, instructions and advanced techniques. This combines with online forums, interactive web casts and web-based photographic...
While specialized labor is needed, the higher capital investment and more specialized equipment ensures that the product's standards will be maintained.
Improving Service Productivity- Continual feedback loop from customers via Internet, Customer Service Surveys, webcasts and beta testers -- FOCUSED-based strategy that drives innovation and higher end sales for professionals. Higher level of QC set from industry benchmarks (e.g. reduction of errors from 1.5% industry standard to .5% overall).
Process Reengineering -- Bi annual review of processes and reevaluation of purpose and objectives based on service volume, error ratio and customer feedback. Zone between design and effective capacity to product needed incase in volume with low-error ratio.
Improved Capacity Planning- As specialized market grows globally, institute actual Capacity Planning Department, charged with: forecasting demand, developing alternative plans…
Sources Consulted
City University of New York. (2011). Marketing Planning, Strategic Planning and the Marketing Process. Retrieved from: http://academic.brooklyn.cuny.edu/economic/friedman/mmmarketingplanning.htm
Johnson, R. (2012). Tactical and Operation Planning. Chron. Retrieved from: http://smallbusiness.chron.com/tactical-operational-planning-18336.html
Thompson, A., et al. (2013). Glo-Bus Participant's Guide. Burr Ridge, IL: Glo-Bus Software.
HR Council. (2012). HR Planning. Retrieved from: http://hrcouncil.ca/hr-toolkit/planning-strategic.cfm
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