ASSIGNMENT 3: YOUR MARKETING PLAN Topic:Marketing Plan Student's Name Professor's Name Course Title Institution Date Market Plan Introduction Dentech Company is located on the outskirt of the State of Chicago and has for two decades been operational. Although the company was originally reputable for the sale of dog products such as Yorkshire terror adult dog food, wire crates, Kong bed, dog sweater, wood coat and treats. It has over the years upsurge its production through provision of other products and servicaes, for instance offering cleaning and shaving services to willing pet owners in the surrounding community at a pocket-friendly fee. The company of 20 employees actively responsible for all production, distribution and sales activities, is in constant service and the number of customers served has of recent been recorded to be around 85,000. Marketing Strategy Competitive Positioning This in a nut shell involves employing diverse but best approaches with the aim of dominating the market. It entails validating the strengths, weaknesses, opportunities and threats along with trends of those competitors Fisher, 2009). The company therefore be duty-bound to endeavour to better understand the competitors as well as the market. Since the company effectively knows its market, comparison with regard to the other competitive companies is to be drawn. The company should not only sell quality products at a lower price but also set aside a functional customer care division to inform the customers of the products and engage in Relationship marketing to bonds them to the brand through personal attent Strategy Implementation For successful and effective running of a company, formulation of new strategies is considered paramount. Since every strategy not actualised would remain dormant and ineffective, companies ought to work to implement the strategy through putting it to action (Hill and Jones, 2009). Implementation of new strategies has been proven to confuse and frighten the management. Companies therefore tend to incorporates all available experts to implement new strategies (Geeve, 2010). Most companies make the strategies known to their teams but not well enough . Dentech Company should therefore be geared to communicate to every team member whenever a project has been put to place. The team members should be well informed of the merits of the strategy and how effectual the said strategy will be to the company and the clients. The company should not fail to reward those who make a remarkable contribution to the success of the strategies. It is also vital to regularly hold meetings to discuss how best the implementation process is faring. The members should also talk of the factors that derailed the strategy and what can basically be done about them. Social Media Strategy Social media has been defined as content in the form of video, audio, text or multimedia that is published and shared in a social environment. Although social media ...

1. ASSIGNMENT 3: YOUR MARKETING PLAN
Topic:Marketing Plan
Student's Name
Professor's Name
Course Title
Institution
Date
Market Plan
Introduction
Dentech Company is located on the outskirt of the State of
Chicago and has for two decades been operational. Although the
company was originally reputable for the sale of dog products
such as Yorkshire terror adult dog food, wire crates, Kong bed,
dog sweater, wood coat and treats. It has over the years upsurge
its production through provision of other products and
servicaes, for instance offering cleaning and shaving services to
willing pet owners in the surrounding community at a pocket-
friendly fee. The company of 20 employees actively responsible
for all production, distribution and sales activities, is in
constant service and the number of customers served has of
recent been recorded to be around 85,000.
Marketing Strategy
Competitive Positioning
This in a nut shell involves employing diverse but best

2. approaches with the aim of dominating the market. It entails
validating the strengths, weaknesses, opportunities and threats
along with trends of those competitors Fisher, 2009). The
company therefore be duty-bound to endeavour to better
understand the competitors as well as the market. Since the
company effectively knows its market, comparison with regard
to the other competitive companies is to be drawn. The company
should not only sell quality products at a lower price but also
set aside a functional customer care division to inform the
customers of the products and engage in Relationship marketing
to bonds them to the brand through personal attent
Strategy Implementation
For successful and effective running of a company, formulation
of new strategies is considered paramount. Since every strategy
not actualised would remain dormant and ineffective, companies
ought to work to implement the strategy through putting it to
action (Hill and Jones, 2009). Implementation of new strategies
has been proven to confuse and frighten the management.
Companies therefore tend to incorporates all available experts
to implement new strategies (Geeve, 2010). Most companies
make the strategies known to their teams but not well enough .
Dentech Company should therefore be geared to communicate
to every team member whenever a project has been put to place.
The team members should be well informed of the merits of the
strategy and how effectual the said strategy will be to the
company and the clients. The company should not fail to reward
those who make a remarkable contribution to the success of the
strategies. It is also vital to regularly hold meetings to discuss
how best the implementation process is faring. The members
should also talk of the factors that derailed the strategy and
what can basically be done about them.
Social Media Strategy
Social media has been defined as content in the form of video,
audio, text or multimedia that is published and shared in a
social environment. Although social media connects a large

3. number of people at the same time, using it as a means of
advertisement fail to yield positive results in the event that the
people consider the advert to a nuisance. Dentech Company
should therefore adopt this approach in order to make effective
advertisements.
a) Creation of accounts that would bear the company’s name,
logo and the brand the company sells.
b) The company should appoint a team for the sole purpose of
involvement in social media.
c) The team should be vigilant to identify topics of concern.
These are majorly topics that generated by people who are in
need of services the company provides. This can be achieved
through joining social media groups or liking pages that involve
pets and also search for the same over the regular search
engines.
d) The team should also be able to formulate adverts that are
precise and catchy. They should upload pictures and videos that
are precise since most people do not spend a lot of time on one
page in social media.
The best social media tools that the company should employ
should be online sites like Facebook and Twitter and
advertisements in TV and radio stations that deal with animal
life. These platforms are frequently visited by people who might
be in need of the company’s services.
Monitoring Methods
In order to identify things that may negatively affect the
business, the management ought to monitor and supervise the
daily running of the business (Cadle, Paul and Turner, 2010).
Constant supervision will not only enable the management of
the Dentech Company to point out any changes that are
affecting the company but also predict the same. The Company
should have Business Analyst who would investigate ideas and
problems, formulate options for a way forward and produce

4. business cases setting out their conclusions and
recommendations.
In this, the management should focus on the key areas that
would require constant supervision and balance with those that
are not prone to misfortune. Information should be regularly
collected and shared among the team members in order to tackle
the problems and prevent impending ones. The management
should not only monitor the workers but also the products
including their prices. This will for a fact improve the
relationship with customers.
Classification of Major Competitors
Company Name
Intra/Inter Competitor
Strength and Weaknesses
Topdog Limited
Intra Competitor
Strength; Great advertisement strategy and deals with a wide
range of products.
Weakness; Insufficient labour and thus most customers are not
well attended.
Animal Feeds Supplies
Inter Competitor
Strength; Great relationship with customers
Weakness; Lack of a proper channel of advertisement and
ineffective customer care services.
Ezra Limited
Inter Competitor
Strength; Provides a high quality product at a low price
Weakness; Lack of diversification on the products creating

5. dependency on limited products.
Differentiation Strategy in Relation to Top Dog Limited
Since the world is no regarded as a global community,
competition is now inevitable depending on the products
(Baroto, et al 2012). The Dentech Company should therefore
embrace a great Differentiation Strategy in order to control the
market.
Integrated Marketing Communications
The concept under which a company carefully integrates and
coordinates its many communications channels to deliver a
clear, consistent, and compelling message about the
organization and its products. Dentech Company should employ
these forms of Integrated Marketing Communications since they
are very effective. The company should sell quality products at
a lower price. It should also set aside a functional customer care
division to inform the customers on the products and engage in
Relationship marketing to bonds them to the brand through
personal attention.
Advertising
The influence of advertisement and promotions has been
clarified to be on everyone. . There a general perception that
advertised goods are more legitimate and this will increase sales
as well as build the brand name.
Personal Selling
This helps to build personal relationship between the company
and the buyers. The workers should be sensitised to build
rapport with the buyers in order to make them feel attached to
the company.
Sales Promotion
This is basically meant to attract attention since most competing

6. companies ignore them as auxiliary services.
Public Relations
The company should from time to time engage in charity
activities through visiting of schools and children homes. The
workers should essentially interact with the community and give
out caps and t shirts which bare the brand’s name.
Direct Marketing
This will improve the interaction between the company and the
customers. The company should reach out to customers via
phone calls and over the internet.
References
Baroto M..B, Abdullah M.M & Wan H.L Hybrid Strategy: A
New Strategy for Competitive Advantage International Journal
of Business and Management; Vol. 7, No. 20; 2012 Published
by Canadian Centre of Science and Education
Burnett J (2008) Core Concepts of Marketing Fisher S. (2009)
Guide to Writing a Killer Marketing Plan Confidential ©2009
Network
Solution
s, LLC
Cadle J, Paul D and Turner P (2010) Business Analysis
Techniques 72 Essential Tools for Success British Informatics
Society Limited (BISL)

7. Fisher S. (2009) Guide to Writing a Killer Marketing Plan
Confidential ©2009 Network