Marketing Plan
... PART 3: MARKETING OBJECTIVES Corporate Marketing Objectives Demonstrate added value of using consultants for wood truss framing plans. ... Product Marketing Objectives Introduce TrussUs consultants to building designers as a cost-effective way to help them (University, 2001, p 127). Make truss consulting the preferred method of framing plan design for building designers on future projects. ... The architect submits an overall drawing design to a structural engineer, who then draws the framing plan. ... Serve Offering Plan for TDC, Inc. ... PART 5: MARKETING STRATEGY Competitive Advantage TrussUs’ competitive advantage comes in the form of our consultants’ in-depth business knowledge and extensive technical expertise. ... PART 6: THE MARKETING MIX PART 6A: ACTION PROGRAM - SERVICE Service Concept Provide metal plate connected wood truss consulting services to building designers, resulting in better drawing quality, fewer requests for information, fewer change orders, and reduced overall construction costs. ... PART 6C: ACTION PROGRAM - DISTRIBUTION Since TrussUs is a start-up business, the decision about which marketing channels to use is the most critical decision facing management. The channels that are chosen ultimately affect all of the other marketing decisions. ... Our plan is to locate three offices; one main office in Phoenix, AZ and two local branches in Las Vegas, NV, and Orange County, CA; based on our geographic segmentation. ... PART 6D: ACTIO N PROGRAM – MARKETING COMMUNICATIONS Communications Objectives Our main communication objectives will focus on placing advertising in trade journals and newsletters. ... As stated earlier, we plan to offer a greater discount when potential clients hire us for larger consulting projects. ... Marketing plan finalization, service pricing and packaging, customer cost/benefit analysis and service agreement, billing service plan, web site set-up, customer support plan/process, and a quality assurance plan/process must all be put into place before TrussUs can have an effective offering. Table 2 identifies all commercialization tasks necessary for the execution of this plan. Table 2 Time-Line for Commercialization Tasks Marketing Control To deal with the many surprises that occur during the implementation of marketing plans, the marketing department continuously has to monitor and control marketing activities. TrussUs plans to use the annual-plan control and profitability control method for our monitoring and controlling functions. There are five main tools used in annual-plan control: sales analysis, market-share analysis, marketing expenses-to-sales analysis, financial analysis, and market-based scorecard analysis. These are used to ensure that TrussUs achieves the sales, profits, and other goals established in its annual plan (University, 2001, p 395). TrussUs plans to utilize two tools from the annual-plan control. ... Another tool utilized for market measurement is the marketing expense-to-sales ratio, which ensures us that we are not overspending to achieve our sales goals. The second type of marketing control plan that we plan to use is profitability control. ... Following is a list of titles, along with their roles and responsibilities: · Program, Sales, Marketing, and Business Development Manager Ø Service requirements and design Ø Program planning, tracking, reporting Ø Initial implementation Ø Market surveys & requirements Ø Business plan and funding Ø Pricing/incentives Ø Product marketing coordination Ø Promotion/advertising Ø New customer acquisition Ø Sales and marketing process Ø Manage customer expectations Ø Field sales coordination · Technical (Consultant) Lead Ø Overall development task Ø Manage internal and external technical communication Ø Design review and field support · Resource/Account/Quality Management Ø Account activation, coordination, and billing Ø Customer retention/survey development Ø Legal coordination Ø Process definition and maintenance Pro Forma Statement The first two years of detailed sales and expenses are illustrated in Table 3. ... Table 3 First 2 Years of Detailed Breakdown Sales & Expenses Expense Year 1 Year 2 Total Salary $ 450,000 $ 616,667 $ 1,066,667 Travel $ 48,000 $ 34,000 $ 82,000 Marketing Cost $ 101,942 $ 186,567 $ 288,510 Overhead $ 149,400 $ 195,200 $ 344,600 Total $ 749,342 $1,032,434 $ 1,781,776 Sale Year 1 Year 2 Total Arizona $ 315,676 $ 608,553 $ 924,228 California $ 198,759 $ 643,043 $ 841,802 Nevada $ 149,069 $ 482,282 $ 631,351 Total $ 663,503 $1,733,878 $ 2,397,381 $ Profit ($ Loss) $ (85,839) $ 701,444 $ 615,605 % Profit (% Loss) -11% 68% Figure 3 TrussUs Design Consultants, Inc.