1. UCorp Copy &
Printing Center
Jo
Yu
Hou,
Alina
Doyle,
Paisley
Parker,
Orcun
Kocas,
Chris
Vargas

2. I. Intro
★ UCorp Copy & Printing Center is a service in San
Francisco State University
★ Assist students with printing and copying needs.
★ Since it has moved to Cesar Chavez Center, it has
lost a lot of visibility.
★ Our job:
○ Increase visibility
○ Brand awareness
○ Customer acquisition
○ Customer retention rate

3. II. External Situation Analysis
Industrial Analysis: Market Potential
88%
12%
29,000
Students
3,700
Faculty

4. Market Activity
- Low sales
- 65% students NOT
aware of the
service
Technology
- All printing docs need to
be in PDF format
- No instructions on
website

5. Market Characteristics & Social Influences
Our Customers = Millennials
How They Interact = Smartphones & Tablets, Facebook

6. SWOT Analysis
Strengths
- Personalized, convenient
service
- Variety of printing services
- Free delivery on campus
Opportunities
- High Margins
- Large volume capacity
Weakness
- Lack of awareness
- NO social media
- Higher pricing
- Not accepting One Card
Threats
- SFSU library own majority
- Students use privately
owned printer
- SFSU library accepts
OneCard

7. Competitor Analysis
Campus Copy Center
VS.

8. Library Printing
Pros:
- Prime location
- Low prices
- Ease of use
- Available all day/night
Cons:
- OneCard Payments $$$
- Lack of options
- Self service
- Long lines

9. Personal Printers
Pros:
- Cheaper cost per page
- Advantage of advertising
- Home printing convenience
- Advanced technology and wifi
Cons:
- Ink Cartridges
- Limited sizing options
- Emergencies may occur

10. Customer Analysis
Who?
1- Student body
2- Student Organization
University Clubs, Fraternities & Sororities
* Serving to Faculty and Faculty Department
is another option, however the firm
needs to build its reputation before
conducting Business-To-Business
activities.

11. When? --- Fall semester & Spring semester

12. What? - Customized service
- reduce risk of erroneous printing
What if?
- Lower price?
- Put up a Facebook Promotional Page
So what?
- Sales volume
- Revenue
What then?
- Customer retention rate

13. Internal Situation Analysis
Financial Resources

14. Human Resources +
4 professionals
Manufacturing Resources
3 regular printers
1 poster printer

15. III. Marketing Objectives
Quantitative
Price sensitive
65% not aware of the service
YET 87% are interested
Qualitative
Brand awareness
Brand Image
Building Reputation

16. IV. Marketing Strategy - OUR PLAN
Create posters, banners around school buildings
Create Social Media Accounts for Digital Marketing
- Promotions:
- Digital coupons
- Small discounts on first purchase
- Referral discounts
- Loyalty program
- QR Codes: Serving as a Landing Page
& Using QR codes for
Promotion

17. CONGRATULATIONS
TO THE CLASS OF 2015
THANK YOU FOR LISTENING !