Business Summary Project


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One of my senior project during school

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Business Summary Project

  1. 1. Stanley Martin Solar Powered Hi Tech HomesMarketing Plan Presented ByElizabeth BenkertAaron MunkBethlehem GellanaThang NguyenMelanie SigethyAmmar Khan
  2. 2. Executive Summary Mission Statement Strategic Objectives and Goals Marketing Strategy Financial Projection Key Success Factors Evaluation and Control
  3. 3. Strategic Objectives Provide the hi tech homes to customers at a low price Creating an efficient customer loyalty program Capturing market share and building a critical mass of users Creating demand by creative marketing campaigns Expanding to new local and foreign markets
  4. 4. Market Situation Billions in lost productivity each year creates a need Favorable market conditions Focus on individual new home buyers Market shows an upward trend
  5. 5. Competitive Advantage Market presence over four decades Existing customer base with solar panel capacity in homes Brand new technology offered in a package deal Relative safety with no other direct competitors The chance to be a trend setter and get a foothold
  6. 6. SWOT AnalysisStrengths Weaknesses- Existing Customers, new - Limitedcurrentmarkettechnology, proven designsOpportunities Threats- Expansionintonew markets - Imitatorsandforeigncompetition
  7. 7. Is there a Need?
  8. 8. Segment - Target - Position Defining market segments Focus on the competitive advantage The target market segment Value based positioning Tying it to our Corporate Social Responsibility program
  9. 9. Marketing Strategy• Developing a product customers need• Strictly based on market trends and customer input• Pricing strategy and details• Promotion strategy and outlets• Placement Channels and supply chain
  10. 10. Financials• Early development costs• Early market penetration costs• Keeping conservative margin rates
  11. 11. Soft Numbered Income StatementProjected Income Statement (in million dollars) Year 1 Year 2 Year 3 Year 4 Year 5Sales $17.2 $59.5 $127.0 $198.5 $312.4Cost $20.5 $45 $75 $100 $175Margin $-3.3 $14.5 $52 $98.5 $137.4
  12. 12. Implementation• Three phase plan• Phase 1 – Idea to Introduction• Focus on gaining a market share• Phase 2- Introduction to Growth• Focus on maximizing production• Phase 3- Maturity and beyond• Focus on retaining cash cow
  13. 13. Marketing Budget• High initial costs• Overheads and sundries• Focus to get to breakeven during phase 1• The switch to less expensive marketing methods• Goal to get Marketing budget at 10%• Initial phase will go to 25% of sales
  14. 14. Key Success Factors An innovative energy efficient product A very conducive target market Existing extensive network of businesses A well developed existing customer base
  15. 15. Evaluation Product awareness within industry and public Product development and diversification Financial goals: short and long term
  16. 16. Product Awareness: Industry •BlueAwareness: Grey Awareness: Red Awareness: • Ideal; Positive Image; High Media • Mediocre; Average •Poor levels Media levels • Low aided Brand/Product •High Value • Aided Brand/ Product awareness •Unaided Brand/Product awareness Awareness • Marketing and Advertising • Little changes made to marketing • Marketing and strategies revised. and advertising. Advertising need • Research • Competition? improvement.1086 Blue4 Grey Red20 Year 1 Year 2 Year 3 Year 4
  17. 17. Product Awareness: PublicBlueAwareness GreyAwareness RedAwareness:• Sales on Target • Mediocre Sales • Poor• Positive Image • Mediocre Image • Low aided Brand/Product• Unaided Brand/Product • Aided Brand/Product awarenessAwareness Awareness • Marketing and Advertising• Little changes strategies revised. • Research 10 8 6 Blue 4 Grey 2 Red 0 Year 1 Year 2 Year 3 Year 4
  18. 18. Product DevelopmentStanley Martin Customer Chooses New High-Techupgrading or moving homes optionsSales •Increased customer life valueYear 1 5,000,000Year 2 25,000,000 •Increased sales to currentYear 3 60,000,000 customersYear 4 60,000,000 •Increased brand loyalty
  19. 19. Diversification Choosing New High-TechReach new customers optionsSales •Increased Market ShareYear 1 25,000,000Year 2 44,000,000 •Increased AwarenessYear 3 60,000,000 •Increased SalesYear 4 60,000,000
  20. 20. Assessing Specific Marketing ObjectivesSurvey Customers• Pricing? - Satisfaction levels - Sales - Different Bundling options• Evaluating Customer Loyalty Program; First 2 years= Rating of 6 - Purchases - Upgrades - References
  21. 21. Evaluating Financial Goals Projected Sales of New High-Tech Homes
  22. 22. Financial Goals Profit from sales of New High-Tech Homes Stanley Martin Profit30,000,00025,000,00020,000,00015,000,000 Profit10,000,000 5,000,000 0 Year 1 Year 2 Year 3 Year 4
  23. 23. Stanley Martin Solar Powered Hi Tech HomesMarketing Plan Presented ByElizabeth BenkertAaron MunkBethlehem GellanaThang NguyenMelanie SigethyAmmar Khan