Business Plan Marketing Business Plan This Proposal

Business Plan

Marketing Business Plan

This proposal is a precursor for a fully evaluative marketing business plan. It will be used to create a dedicated and focused marketing campaign that aims to increase the overall sales of our new fuel efficient vehicle. The proposal seeks to offer a sound plan to increase vehicle sales through a combined sales and marketing approach.

The need for this more aggressive marketing campaign arose after management discovered that the overall cost per unit greatly exceeded expectations and would therefore require a much greater levels of sales success. To achieve these higher levels of sales success, we will more than likely be required to clearly define a unique niche consumer base. The objective of this proposal is to create a viable blueprint for designing a marketing strategy and then using it as the foundation for a successful marketing campaign that increases vehicle sales.

Keys to success

The proposed marketing plan will focus on the basics of marketing. By applying a thorough understanding of the target market and then applying the 4 P's of marketing, we will be able to achieve our goals of high levels of vehicle sales and eventual profitability:

Product

Price

Placement

Promotion

A key to sales success for a uniquely defined vehicle such as our new fuel efficient automobile is a matter of identifying, attracting and retaining our niche target customer base. Per unit cost of our vehicles will limit our ability to approach future marketing efforts with a price only strategy. This then entails that we will have to accentuate our campaign with the other aspects of the marketing formula. In other words, this campaign will focus on product, promotion and placement which will offer an ideal opportunity to take the focus off of price.

A second key to success will be to utilize SWOT analysis. By us implementing a thorough SWOT analysis, we will be able to take advantage of insights into the strengths, weaknesses, opportunities, and threats our product will face in the marketplace. These details will help us tighten our marketing plan and steer our marketing campaign.

For example, a potential strength of our vehicle is that it is extremely fuel efficient during a time where the price of fuel has been steadily rising and also at a time when there is a worldwide green movement. An obvious weakness is the overall cost per unit which demands we raise the price of the finished product at a time when the world is in a serious recession. But the recession can also be seen as an opportunity because our vehicle's fuel efficiency could reduce the annual fuel costs for consumers. Some external threats include potential changes in technology by one or several of our competitors, customer demands and expectations based on some unknown or even governmental obligations beyond our control such as new import or export tariffs.

SWOT analysis and the 4 P's of marketing will help us identify our potential customer base while also providing sound methodologies in the process of creating focus groups, target markets and customer profiles. These methods will also identify customer preferences and buying trends which will tell us if we should be using direct marketing, internet marketing or some other communication outlet to reach our target market.