Description of a Marketing Plan

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A marketing plan is defined as a business document prepared with the aim of giving detailed information about the current position of a business in the market and the marketing strategies it plans to employ within a certain period of time stipulated in the marketing plan (McDonald, pp. 23). Most marketing plans are designed for a period of one to five years.

A market plan clearly indicates the steps a business organization intends to take in order to meet its marketing goals. Some owners of small businesses do not present their marketing plans in isolation but rather incorporate them in the entire business plan. For business owners who decide to adopt SBA format which is the recommended one, some sections of the marketing plan become parts of a business plan. Alternatively, the whole marketing plan can be an appendix to a business plan (Bell, para. 3).

Typical marketing plans for owners of small businesses might comprise of details about the competitors, the product or service demand and a description of the weak and strong points of the market. This is done from a market perspective of the business enterprise and the competitors (Fifield, pp. 10).

Other common features of marketing plans include product or service description, not leaving out its unique features or qualities, a marketing budget which covers the advertising and promotion plan, the pricing strategy and information on the location of the business with the merits and demerits of marketing.

In addition, a marketing plan may include market segmentation which focuses on particular niche markets or, in case of large scale marketing, ways through which the marketing strategy may vary in different segments (EStember, para.4)

CCCD Marketing Plan

Creative Concepts Computer Design (CCCD) is a company that deals with computer consulting. The marketing plan for this company involves the use of various programs in their marketing strategy. The main goal of the programs is to increase the sales with limited expenditure.

The company will use local newspapers to place their adverts and will offer workshops for members of the community intends. The final element the company intends to use in its marketing strategy is a vibrant website aimed at cataloging the services the company provides.

Mission of CCCD

Providing the best services in computer consulting to its customers is the mission of CCCD. The presence of the company is justified by the fact that it can attract and retain customers. It believes that strict adherence to this principle will guarantee company’s success.

Marketing Objectives

The company’s marketing objectives include increasing the monthly sales within the first year of operation and developing a brand reputation that will be easily identified with its quality.

Financial Objectives

CCCD has specific financial objectives that should be met by the marketing plan, among them a one percent rise in profit margin in every quarter, the control of expenditures for it to remain at a certain level and generate enough sales that justify the need for additional employees.

Target Markets

CCCD intends to offer computer support to people who use PCs in their homes and also owners of small businesses at technical and consulting level. Since the company is a small one, its growth is restricted by the amount of work that can be completed. Market research indicates that there is potential market which can be exploited by businesses of this kind. The constant technological advancements involved in the computing industry make it necessary for the establishment of businesses that are able to offer computer-related services.

The extensive nature of the current market of computer services makes it difficult to categorize it. Users of home PCs are the main source of the business revenue. The work done includes minor upgrading and giving advice to the users. The definition of the business market is the customers who possess several computers or a network demanding service.

Positioning

The intention of CCCD is to position itself as the main computer consulting business in the market. Users of home personal computers and the community of small business owners will get professional services and excellent computer consulting that eliminates some of the problems they experience. CCCD adjusts its competitive edge to attain the anticipated positioning.

The company’s competitive edge is comprised of its unique ability to handle technical issues among all clients who use computers. The ability of the company to translate complicated computer language into understandable English is an important skill. This gives the company a chance to equip clients with advanced computing skills that make them feel comfortable within computing environments.

Marketing Mix

The marketing mix of CCCD is made up of different approaches that involve distribution, promotion, pricing and advertising. The schedule of pricing is grounded on an hourly rate. However, the company exercises flexibility in order to fully address customers’ needs.

With regard to distribution, the company offers services either at the customers’ homes or their business premises. A multi-pronged mechanism will be put in place to advertise and promote the services of the company. Finally, the company knows the value of good customer support since this increases penetration to the new markets.

Marketing Research

CCCD uses primary marketing research methods in a bid to obtain data concerning customers, the market and customer preferences. The company uses electronic survey to gather information about the market.

This entails the use of either email documents or forms that are brought to the end at the company’s website. The polling is aimed at survey people who belong to the targeted market segment. In order to warrant that the surveys are efficacious and rigorous, the process is outsourced to individuals experienced in statistics. The additional expenses incurred in the surveys are justified by the accurate and credible data obtained.

Strategy Pyramids

The most important information that CCCD endeavors to communicate to the clients is that the company has the capacity to handle all computer problems they might face. To achieve this, several communication strategies are used. The first communication strategy that CCCD uses is advertisement. The company places adverts in different newspapers in order to reach a wide range of its customers.

In addition, it makes use of computer presentations or workshops which are attended by the public free of charge. Such presentations are an effective communication strategy since they cover broad topics for individuals who do not have much knowledge in computer technology. Besides, presentations have another important function – they introduce potential customers to the company.

They are expected to generate many customer leads. The last communication strategy that CCCD uses is the establishment of a website displaying the company’s prowess in technology. In addition, the website enables the company to give a detailed explanation of its competitive edge.

Works Cited

Bell, P, Importance of Developing a Marketing Strategy Plan,2012. Web.

EStember, G, Why A Marketing Plan Is Important In Any Business, 2008. Web.

Fifield, P, Marketing Strategy, Routledge, Oxford, 2012.

McDonald, M, Marketing Plans: How to Prepare Them, How to Use Them, John Wiley & Sons, New York, 2011.

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