Overall plan summary
This
is a four year plan for the organization to secure additional finances for growth
and inform its entire staff about the current direction and status of
operations. The organization has experienced high anticipated demand for
products and services. Research shows that the potential markets would want to
have the services and products offered by the organization. The organization is
therefore interested in extending their product and service line as well as
adding new product and services to the market.
Moreover,
the organization wishes to explore new market opportunities for the
organization. It also intends to implement the marketing plan within a four year
time frame. It is anticipated that by the end of the four year duration, the
organization will have increased the revenues by $ 100000. The target population comprises working class
parents who take a holiday once or twice a year and go to spend it at recreational
sites. The organizations have a budget that highlights costs and revenues. The
budget is prepared from the information received from the companies that offer
similar services as the organization. In addition, the organization has also
carried on a SWOT analysis to identify the strengths, weaknesses, opportunities
and threats in the market.
Organizational assessment
History of the organization
The
organization is housed in 1950s era as elementary school and is currently known
as Burien community recreation center. It was formerly known as the Chelsea
Elementary School but was closed down in around 1976. The organization was
first sold to king county in 1982 and the organization operated as the Highline
recreational center until 2003 when it was sold to City of Burien. The
recreational site is incorporated to replace the current buildings and to meet
the changing needs of the people of Burien. The Burienofficials are planning to
design the recreational site afresh due to the following reasons: The officials
have found that existing facilities are inadequate, out dated, operationally
inefficient and therefore the current site need to be replaced. The officials
have the need to utilize partnerships where possible to increase the capacity.
Organization philosophy
Vision
The organization
vision is to become a leading provider of recreational services in the world.
Therefore, the organization aims to fulfil and satisfy the needs of consumers. The
organization also aims to improve and create services that have positive social
impact on the community, consumers, improving the fitness of people and making
recreation a commonplace.
Mission
The organization
mission statement is to provide quality, affordable services that make the consumers
happy. The organization focuses on continuous improvement of product and
services and embrace technological advancements development in business. Organization
has a better way to seek more opportunities to grow while providing the consumers
with services that improve lifestyles.
Core
values
Professional: The
organizations aspire to diligently and professionally attend to the needs of
the customers. Listening to the needs of the customers and putting the interest
of customers first. The staffs need to be consumer oriented and provide answers
to emerging questions in an ethical manner.
Integrity:
the staffs need to exercise greatest level of integrity in conducting the
business. The staffs need to respect the diversity, being trustworthy, reliable
and honest. The primary commitment of the organization is to uphold mutual
virtues, goodwill and set high standards of business practice.
Excellence:
The organizations persistently pursue success in all whet it does. The staffs
are dedicated to realizing the vision. The staffs are striving to be known for
uncompromising quality products and services.
Creativity
and innovativeness: the organization is dedicated to promoting living standards
and public recreation and fitness by providing high quality products and
services at all times. The organization is very keen in embracing the
technological advancements in ensuring that it offers quality products and services
(McKenzie-Mohr, Doug pg. 145).
Global, industry and
competitive assessment
The
organization carries out the industry assessment, competitive assessments and
global assessments to identify factors that will impact the organization
success and use the factors to develop marketing initiatives.
Financial history and
forecast
The
organization has a probable estimated expenses and projected revenues basing on
the understanding of the conceptual project and using the information gathered
in the market and practices of the people around. However, there are no
guarantees that the estimated projections will be met during the conceptual
stage. The estimated revenue is based on the report from the other recreation
areas offering similar products and services as the organization. The expenses
of the organization includeboth direct and indirect costs.
Competitive analysis
The
organization has similar products and services that are already in the market. Basically,
recreational services are offered by other organizations such as hotels,
recreational grounds and schools. Therefore, the organization faces competition
in the market. The competitors are divided into two:
Direct
competitor: Recreational grounds are the key
competitors to the organization.
Indirect
competitor: there are similar services where people prefer to spend time other spending
on recreational areas. These services include games, watching football, etc.
Competitor strength
Established in the
market: the competitors are well known in the market.
Product supply: the
competitors have a high capability to provide services in the market than our
organization.
Price: the competitors
pricing is similar our pricing.
Competitor’s
weaknesses
The organization
product and services are quality and are well differentiated from that of the
competitors.
There is general
consciousness among the consumers of their bad effect from the swimming pool
services offered and hence our product and services becomes number one in the
health of the attendees.
Point of
difference
New idea: the
organization have used a team to bring new ideas to the market
Difference experience
and knowledge: customers have the feelings that they will only get full
satisfaction from our products and services and no other organization can
provide such satisfaction. Therefore, the services and programs offered by the
organization will be highly marketed to stimulate awareness in the market and
instil knowledge and experience to consumers.
Global concerns and
issues
The
organization is considering investing in amenities that will attract many
consumers from all over the world as a recreational site. The organization
focuses on increasing popularity in climbing rocks activities, indoor soccer, and
cultural art facilities. Therefore, the organizations need to be put in place
global issues into considerations that include political, technological and
legal. In terms of political issues, the organization is ensuring that it
complies with all the requirements by the government. The requirement includes
paying taxes, relevant documents and engaging in intra vires services only. The
technological advancements are maintained by the organization since it is
keeping pace on any technological advancement that is in line with the business
of the organization.
Market assessment
The
organization carries out the market assessment using the city residents and
portion of the residents in the area. The world population is expected to grow
over the next few years and therefore this will stimulate the demand of the
products and services of the organization. The age distribution in the area is
carried on by the organization so as to retain the information for market
adjustment in the future. The organization has the age distribution as follows
to match the needs. Therefore, the age between 25 to 34 years is beginning
forming strong relationships and establishing families and therefore, has a
high need for swimming pool, parks and resting grounds. Moreover, the age between the 35 to 54 years
has a wider range use of park facilities.The organization has also assessed the
household incomes of the population in the area to be able to adjust to
affordable price by majority people. The organizations have also considered the
number of employed people in the area to be able to now the right channels of
advertising. Most working class people listen mostly to radio as they drive
home from and to work.
Target marketing
objective
Organization
defines various target market objectives that will define specific outcomes for
the targeted market. The organization defines marketing objectives that will
provide direction to the target market. However, due to the need to be driven
by consumer needs and specifications, the organization intends to build a
strong network around them. Our marketing objective will concentrate on two
major areas. The first team of marketers will focus most of their energy more
on the already existing product to develop and maintain proper marketing
positioning of its products. The marketing team will do research on how to
develop and improve the quality, taste and packaging of the products to cater
for the target market. Therefore, due to their role, the team need to be more
creative and innovative since they will be in direct contact with consumers.
This
will help in bringing fresh quality services, cost effective and styling to cater
for the target consumers. Moreover, the team will be engaged in making personal
visits to consumers as they will use personal contact with potential consumers
as their method of sales promotion. The group will also have an objective of
coming up with new ways of launching the products and services in the market. Therefore,
the team will works closelywith information and technology team to ensure that
they have access to the latest information and needs of the consumers in the
market.
The
second team consists of experts whose main work will be to work hard to come up
with new products to meet the growing needs of the consumers. The objective of
the team is to do thorough research and identify any gaps that is present in
the market and find ways to fill it by coming up with new products. The second
objective of the group is to ensure that the company gives the consumers total
value for their money. Therefore, the team will concentrate on identifying the
main preferences for the consumers especially those that match the need of the organization
(Terpstra, James, and Ravi pg. 42). Therefore,
this will be arrived at by finding the strengths of the company, what the
customers need most and the weaknesses of the competitors. This will help the
organization to achieve optimum value of money, improvement of the company
public image and better returns.
Beside
the two team objectives, the organization must also be able to explore new
markets for its products. From the current services offered by the
organization, there is also need to expand the market. Another objective is to
establish brand recognition in the market through using advertising agencies. In
addition, the company will set aside 15 per cent of its sales to be used for
advertising in newspapers, magazines and journals. The team will go to the
ground to seek and gain the confidence of the buyers. Another objective is to
bring new designs, tastes and appealing services that are cost effective.
The
target market objective is to provide and satisfy the high demand of
recreational activities in the market. From the analysis, we discovered that
there was shortage of the recreation areas in the market. Organization
discovered that there a high population of people and there are few recreation
areas in the market. Another objective
is to fill the gap in the market and achieve a sale target of 5 million every
year. With the teams that are very competent, experienced and industrious will
help the organization to manage and achieve the objective.
Brand mapping
After
the organization selects the most effective markets to focus on, brand
assessment is done to analyse if the market of interest are effective choices. The
organization evaluates the brand identity and assesses using swot analysis.
Swot analysis
The
SWOT analysis aids the programs manager in scrutinising his/her organization
strengths and weaknesses together with the opportunities and threats.
Strengths
Dedicated
officials: The organization have a
dedicated team who understand the target markets well and the services to be
offered.
Organization product
and services acceptance: the organization have benefited from the quick
acceptance from the community.
Strong brand equity: The
organization has carried digital efforts in advertising and carrying out
promotional campaign that enable the organization to have a strong brand in the
minds of the customers.
Strong organization
structure that supports innovation and creativity: The organizations have
developed an innovation center and team for monitoring the market trends and
adapting to them.
Strong ties with the
community: the organization has joint planning business initiative that made it
possible to coordinate the activities of its community thus pushing its sales
upwards.
Weaknesses
The organization has
limited cash flows.
The organization
founders may lose sight of the potential scope of business.
Low media expenditure:
the organization has low media expenditure compared to its competitors. The
media exposure fuels the consumer demands for a new product and services and
therefore, the organization need to spend equivalent to that of its competitors.
It is said that “out of sight out of mind” (Armstrong,
Gary, et al pg. 25).
Opportunities
Growing global
recreational needs in the market: more people are adapting to recreational
activities to spend their leisure time therefore increasing the demand of the
services and products offered by the organization hence becoming an opportunity
to the organization.
Increased global
population: The world population is growing at a high rate every year. This
becomes an opportunity to the organization since increase in population
signifies the demand of the products and services.
There are existing gaps
in the recreational market and therefore the organization has the opportunity
to fill the gap with the introduction of new products and services in the
market.
Threats
Increased competitors:
the organization competition stems up every day from various organizations as
well as other services available in the market similar to that offered by the
organization.
Substitutes: there is
existence of substitutes in the markets that poses great threat to the organization.
The tendency that customers have of switching from one product and services to
another due to the changes in general price greatly affect the organization if
there is increase in service price.
Price wars: there is
existence of new entrants in the market thus bringing cheaper substitutes for
the services offered by the organization. The services that enters the markets
targets low income earners since most population relies on cheaper products and
services.
Marketing Mix Matrix
This
refers to the decisions that a company need to make regarding the price, product
and place issues to ensure that the organization achieve the marketing
objective. Organization need to have the right product mix for a market and
also make the potential decisions regarding the other marketing mix. The organization
needs to adjust its product and services offered and introduce new ways and new
products to the market. The organization need always to remember that to be
successful it needs to put the right product in the right place at the right
price and at the right time. The organization needs to create a product that
target consumers of the product and services require. Once the product and
services are created, then the organization need to price at that matches the
value that the consumers get out of it and do that at the time the consumers
need the product or services. Therefore, under the marketing mix, the organization
needs to learn what the customers want and identify the best place to place it.
Product
The
organization must know what product and services the customers want in the
market. The organization has a team of
professionals who will study the market careful to interact and understand the
potential consumers. The product and services are branded in a way that will
appeal to all consumers. A youth recreation program is what the organization
offers and mostly on summer seasons although it is also available during other
seasons. The programs include swimming, rock climbing, skating and dancing.
Place
The
organization ensures that the products and services are available at the right
time. The company need to use trade fairs and sales promotion to make the
product and services known by the customers. The organization need to consider
the geographical area of the programs offered. This is important to the
organization to be able to direct the advertising and knowing the competitors. If
the company ignore the place, then the organization may waste resources trying
to reach out to many customers who are far away.
Price
The
organization prices the product and services in a way that they are affordable
by all consumers. They ensure that the consumers pay a price that is equivalent
to the value of the product. The consumers are very sensitive to the price and
therefore the organization need to study the price charged by its competitors. If
the prices are too high, the organization risk losing the potential attendees
and if toolow the company will not make enough money to cover operational
expenses.
Promotion
The
organization need to use advertising agencies to market its products and
services to target consumers. The organization also ensures that it advertises
through newspapers and magazines. The organization will use advertising
agencies to communicate to potential consumers about the programs and the
services offered by the organization. The services and programs of the
organization are intended and offered to minors and therefore, the organization
gears the promotion towards the parents. Promotion medium include the radio,
television, print, internet. The organization chooses the promotional method
basing on the budgets and the goals intended to achieve. An example is if the
organization want to attract working parents, then the organization need to buy
advertisements during dive time i.e. when parents are commuting to and from the
work.
Communication Mix
Matrix
Once
the organization has made the promotional decisions, then it can use various
methods of direct communication to reach potentialconsumers in the market. The
organization must communicate the message intended to reach the consumers in
the market. The organization will use the public and community relations to
communicate to the target market. Moreover, the organization will use the
stewardship and sponsorship, advertising, personal selling, research and
internal marketing to reach to potential consumers.
. Leisure experience
assessment
The
organization will be carrying leisure assessment every week. Leisure experience assessment refers to the
exchange that occurs between the consumers and the organization regarding the
services and products offered. It is the feedback that consumers have regarding
the services offered by the organization. The feedback is used by the
organization to improve the quality services offered. In the case of
recreational services, it is important for the organization to listen to
consumers regarding the services offered to ensure that any mistakes is
corrected at the right time to improve the services in the future. After getting
the feedback, the organization reflects on its uniqueness and identifies new
ways to enhance the services to the targeted market to be able to beat the
competitors in the market.
Recommendations
The
organization needs to form a board that need to focus much on the business
priorities and leadership developments. This will help the marketing strategies
to be reviewed regularly and the board to receive a detailed briefing every
month on the critical aspects of the implementation of the marketing plan. The organizations
also need to implement the principle of managing with respect
(Ferrell, Odies and Michael, pg. 52). This principle
will enable the people to freely offer suggestions, make contributions and
create ideas that are useful to the organization. The principles include:
communicate effectively, promote team work, set example, value unique
contributions and give and ask for feedback. The organization also needs to
have continuous improvements all the time. This will enable the organization to
focus on getting better every day in everything they do. This is done effectively
by first understanding the customers’expectations and continuously working
towards improving services and processes to make the organization services and
products the best.
Conclusion
In
summary, the organization’s marketing plan and strategies have enabled it to
beat off high competition. The marketing plan is to be effected this year and will
focus on achieving the goals and objectives of the company. However, despite
the successes, the organization faces threats from the increased competition
and dynamism in the market.
Work cited
Armstrong,
Gary, et al. Principles of marketing. Pearson Australia, 2014.
Ferrell,
Odies C., and Michael Hartline. Marketing Strategy, Text and Cases.
Cengage Learning, 2012.
McKenzie-Mohr,
Doug. Fostering sustainable behavior: An introduction to community-based
social marketing. New society publishers, 2013.
Terpstra,
Vern, James Foley, and Ravi Sarathy. International marketing. Naper
Press, 2012.
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