SOSTAC marketing planning framework and application

Marketing Plan

SOSTAC

The author of this report is asked to focus on the SOSTAC model when analyzing a given website as it relates to the commercial opportunities that are available. The place and area to be analyzed is Sheringham and what commercial opportunities would be available there. The analysis, objective and strategy portions of the SOSTAC model are the only parts that will be covered in this report.

At first glance, there would seem to be a litany of commercial opportunities available at Sheringham. First, the area is already widely known given the numeral awards it has been given including Silver Gilt in Britain, Silver in Anglia in Bloom and Silver Gilt Anglia from 2008 to 2011 continuously. There is also mention of the fact that the area attracts all age groups and not just certain ones. A quick analysis shows that Sheringham is a coastal resort town that attracts people of all demographics including by class, gender, age and educational level. It is not like Aspen in the United States which caters largely to the astute and the rich.

In looking at the content of the website itself, the featured places to shop and eat as well as the library and the Steam Train are prominently featured on the right side of the home page with helpful links for that and much more neatly listed down the left side. Even things like the weather and screensavers that one can download for one's PC are littered throughout the page. However, it is not done in a haphazard or excessive way. Everything is clearly organized and the site portends that there is a lot to learn about the city and a lot to experience should one choose to visit.

Objective

The objective, of course, would be to make an entry into the town and make a commercial success out of whatever venture is decided upon. There are some issues that could make difficult or even prevent entry into the market, but that will be covered in the strategy section. Playing to one's strengths is a good thing but trying to make market entry for something that is already well-covered by the existing market offerings would make for a tough road to hoe. Regardless, the objective would be getting as many return customers as possible and blending in to the local yokel town feel while at the same time giving great customer service and in a way that does not seem manufactured or fake. This would thus realize the objective of strong business and strong return business once established. If a first impression goes awry, this greatly increases the chances that the buyers will go elsewhere when they come back and they do indeed have other options to choose from.

Strategy

If there is one caveat to trying to enter this market, it is certainly not choice. One could make entry into the Sheringham market in the restaurant industry, hotel/motel industry, shuttling or otherwise transporting travelers from point A to B. such as via taxi/train/plane, and so forth. Rather, the issue would be two-fold and not related to available options in terms of what type of market to enter and when.

Rather, it is clear that the city has a designed and crafted feel and theme to its city and they would potentially resist anyone who would seem out of place or that horns in on the business availability of the locals. Even if the latter (competition and ability to enter the market) is not a problem, the former should absolutely be watched out for. Bringing into the area anything that resembles or feels like a faceless corporate conglomerate would likely be shunned or resisted by the existing locals or populace.

However, as noted in the objective, a huge part of setting one's self apart in the "mom and pop" and "local charm" sphere is excellent customer service. Additionally, the customer service must ostensibly be borne of "family" feel rather than "corporate," and there is a difference. One need look no further than the "Where to Shop" list on the website. The shops listed are what one would expect for a local main street including a chocolate store, a computer repair shop and a music shop. However, all of the names are local "mom and pop" type place and not the Best Buys and Wal-Mart's of the world. These would be the "buy here, pay here" shops and not the sort of shops that would have to ship things out to be repaired and/or need corporate approval to get things done.

Given the above, the strategy from a marketing standpoint would be comprised of a few things. First, the facade should be well-stocked and should make clear what is inside via the signage and what is in the window. However, there should be no flashy colors, no national or international brand names and absolutely no signs of corporate image or support. Next, the owner/operator of the store (or perhaps a married couple) should be on staff at all times. This would reinforce the "mom and pop" feel. To come back to the facade, the signage and lettering should have a dated feel to it because that is the norm when looking at places like Fast Lane and Roger Lee Optometrists. A simple sign along the top of the interest and a lot of open windows is the norm in Sheringham and any new store should not buck that trend.

As for the products to sell, stores like computer shops and such should have at least somewhat modern wares but "state of the art" is not typically necessary. A typical computer user in Sheringham is probably just going to surf the internet and check email once in a while and such a user will not spend too much when buying or servicing a computer. That being said, it has to be functional and usable by the person as well and a computer that is too old will be frustrated for different reasons.