MARKETING PLAN Marketing Plan Jessica Peterson Rasmussen College Author Note This paper is being submitted on July 26th, 2015 Elisa Frederick’s Advanced Principles of Marketing Marketing Plan Positioning Strategy Alliance Marketing Consultants offers organizations, government foundations, non-government associations (NGO), and people solid, brilliant, and financially savvy counseling administrations for different purposes. This key aspect makes the company unique and separates it from the competitors. It targets the services that plainly decrease business expenses and upgrade working benefits in a sensibly brief time of time will locate a ready corporate business sector. The decision mapping approach is another key aspect which separates the company from the competitors, as it spares both time and cash as it hones concentrate as to the accurate work which should be proficient in our staying counseling or statistical surveying work for your organization. Product Strategy Production strategy refers to the pattern of decisions or actions that the organization takes to produce goods or services. Alliance Marketing Consultants always puts in mind the following Production Strategies while developing a new product. · Investment to made for production · Technology to be used for production · Training to be given to the production staff · Production schedule to be followed · Goods and services to be produced · When to introduce the product With these strategies identified and determined, it then becomes easier to counter the available competition by making the product unique when compared to those offered in the market. Pricing Strategy Penetration pricing is the best strategy for Alliance Marketing Consultants. It is not similar to price dealing, which some marketers market temporary low prices to new products when first hitting the market Penetration pricing is a perfect strategy for a new business entering into the new market and looking to build on a moderate market share. The demand for the product is consider to be elastic, i.e. the demanding prices and new consumers will be attracted to Alliance Marketing Consultants, and customers that are willing to buy more for a low price. Alliance Marketing Consultants will be successful if the strategize the penetration strategy correctly to lead to great sale volumes and market shares. It will be marketing their services with affordable pricing will attract more sales, after which the prices will shoot with a small margin Distribution Strategy Distribution channels determine how a business will reach the customer. As the products and services move through the distribution channel to the customer, a price mark-up occurs at each stage of the network. Alliance Marketing Consultants distribution strategy is to use a direct distribution channel with an e-commerce component. The target market includes commercial customers with retail, places of worship, health facilities, and restaura ...

1. MARKETING PLAN
Marketing Plan
Jessica Peterson
Rasmussen College
Author Note
This paper is being submitted on July 26th, 2015 Elisa
Frederick’s Advanced Principles of Marketing
Marketing Plan
Positioning Strategy
Alliance Marketing Consultants offers organizations,
government foundations, non-government associations (NGO),
and people solid, brilliant, and financially savvy counseling
administrations for different purposes. This key aspect makes
the company unique and separates it from the competitors. It
targets the services that plainly decrease business expenses and
upgrade working benefits in a sensibly brief time of time will
locate a ready corporate business sector. The decision mapping
approach is another key aspect which separates the company
from the competitors, as it spares both time and cash as it hones

2. concentrate as to the accurate work which should be proficient
in our staying counseling or statistical surveying work for your
organization.
Product Strategy
Production strategy refers to the pattern of decisions or actions
that the organization takes to produce goods or services.
Alliance Marketing Consultants always puts in mind the
following Production Strategies while developing a new
product.
· Investment to made for production
· Technology to be used for production
· Training to be given to the production staff
· Production schedule to be followed
· Goods and services to be produced
· When to introduce the product
With these strategies identified and determined, it then becomes
easier to counter the available competition by making the
product unique when compared to those offered in the market.
Pricing Strategy
Penetration pricing is the best strategy for Alliance Marketing
Consultants. It is not similar to price dealing, which some
marketers market temporary low prices to new products when
first hitting the market Penetration pricing is a perfect strategy
for a new business entering into the new market and looking to
build on a moderate market share. The demand for the product
is consider to be elastic, i.e. the demanding prices and new
consumers will be attracted to Alliance Marketing Consultants,
and customers that are willing to buy more for a low price.
Alliance Marketing Consultants will be successful if the
strategize the penetration strategy correctly to lead to great sale
volumes and market shares. It will be marketing their services
with affordable pricing will attract more sales, after which the
prices will shoot with a small margin

3. Distribution Strategy
Distribution channels determine how a business will reach the
customer. As the products and services move through the
distribution channel to the customer, a price mark-up occurs at
each stage of the network. Alliance Marketing Consultants
distribution strategy is to use a direct distribution channel with
an e-commerce component. The target market includes
commercial customers with retail, places of worship, health
facilities, and restaurants and high-end residential customers.
The marketing strategy makes service access easy and
convenient for the target market. The target market customers
are generally high-income persons with demanding schedules
with a desire to have good work.
Marketing Communications Strategy
Advertising is the most commonly used tool by the company.
The objective of advertising is to increase awareness of the
company and reach a wider target market. Advertisements help
promote the services or brand by conveying informative
messages to a certain target market, they are a persuasive form
of promotion as they encourage customers to favor the
respective brand. Frequent and repetitive advertisements that
are regularly shown on media are a constant reminder about the
company and its services. The focus of advertising is on sales
and improving the brand image.
Sales Promotion – Unlike advertising, this is a method that is
more concerned with customer behavior in the short term. It
gives buyers an incentive or encouragement to buy
products/services. Incentives are offered in the form of
coupons, free samples, refunds and rebates, premiums,
advertising specialties. Public Relations – In this method, the
company seeks to increase its goodwill and build good
relationships with its stakeholders, consumers, suppliers etc. in
the long run. It is a low cost form of promotion as the
company’s credibility is portrayed through mass media. Direct
marketing – Is a personal form of marketing as personalized

4. information is sent to the customer through direct channels like
direct mail, email, Internet websites etc. Unlike advertising,
direct marketing has more focus on the target customers this
means there is limited communication wastage. This direct
communication is used to get a response from the customer in
favor of the brand.
Marketing Research
A key thing that helps Alliance Marketing Consultants out as
well is by their location. They will need to be able to see what
their potential customers are going to be so that they can meet
their customers’ needs. That will be a key to setting up their
services. During our data collection process, informal data will
be collected and used as our primary source of data. The
research instruments that will be used to collect our informal
data will be achieved by browsing a sampling of service
provider’s websites in an effort to obtain information such as
services provided, locality served and contact information.
Since every customer organization or firm is special with its
own arrangement of issues and opportunities, the work starts
with a choice recognizable proof and illumination engagement
what we call Decision Mapping. Decision Mapping spares both
time and cash as it hones concentrate as to the accurate work,
which should be proficient in our staying counseling, or
statistical surveying work for your organization.
References
Hollensen, S. (2015). Marketing management: A relationship
approach. Pearson Education.

5. Peck, H., Christopher, M., Clark, M., & Payne, A.
(2013). Relationship Marketing. Taylor & Francis.
Westwood, J. (2013). How to write a marketing plan. Kogan
Page Publishers.
Wood, M. B., & Jobber, L. (2013). The Marketing Plan. Pearson
Canada.
SITUATION ANALYSIS
Situation Analysis
Jessica Peterson
Rasmussen College
Author Note
This paper is being submitted on July 19th, 2015 Elisa
Frederick’s Advanced Principles of Marketing
Situation Analysis
Target Market
As marketing consultants, our firm will work with you and your

6. organization and administration group in an expert item
dispatch, marking research, or business measuring or focusing
on engagement. Since every customer organization or firm is
special with its own arrangement of issues and opportunities,
we regularly start our association with a choice recognizable
proof and illumination engagement what we call Decision
Mapping. This distinguishes the most applicable issues,
opportunities, and issues most important, and serves to
elucidate the choice motivation. We accept this is a critical
stride to guarantee as specialists to your organization, that our
examination or promoting technique engagement meets your
particular administration prerequisites. Further, Decision
Mapping spares both time and cash as it hones concentrate as to
the accurate work, which should be proficient in our staying
counseling or statistical surveying work for your organization.
(Clarke, & Charmaz, (Eds.). 2014).
To start with, we are not industry pros or specialists. Our theory
is that we bring a toolbox of systematic and administration
abilities to the table. We bring profound industry learning of
your business. The mixing of our useful and administration
aptitude, and your insight into your own business and industry,
settles on for a beneficial choice centered engagement. (Clarke,
& Charmaz, (Eds.). 2014).
Market Needs
Brilliant organizations realize that cunning and viable
showcasing is the way to accomplishment amid both great and
awful monetary times which we are prepared to give. The issue
is that numerous organizations are thinking that it’s difficult to
adjust their promoting systems to today's financial atmosphere.
This is not astonishing as fruitful business advancement obliges
advertising background and information that numerous
organizations don't have in-house. Putting resources into an
accomplished business advertising expert can give associations
the help they have to reconnect with their clients and advance
their items and administrations all the more successfully.

7. (Hollensen, 2015).
Proceeded with development in medicinal services
consumptions and huge changes in human services scope are
making interest for counseling ventures. This incorporates an
emphasis on advanced wellbeing records and an emotional
requirement for more prominent productivity and expense
control. Consultancies that emphasis on activities that plainly
decrease business expenses and upgrade working benefits in a
sensibly brief time of time will locate a ready corporate
business sector, (for example, advisors who concentrate on
income improvement, production network productivity and
assembling proficiency). (Hollensen, 2015).
Market Trends and Growth
Alliance Marketing Consultants incomes (counting HR, IT,
method, operations, administration and business counseling
administrations) will speak the truth $1,100,000 in 2002, as
indicated by our exploration gauges. This speaks to sensible
development from $800,000 million amid the earlier year. Then
again, lately, corporate benefits when all is said in done
developed significantly, implying that administrators are
presently additionally willing to approve new counseling
activities the length of they see the potential for a decent profit
for the expense. For instance, India's driving consultancies have
delighted in generous development in representative tally and
incomes, as did the greater part of the Alliance Marketing
Consultants firms situated in the U.S.
SWOT Analysis
Strength: The strengths of the consultancy firm range from
variables, for example, client interest to the absence of rivalry
in the outside environment. The particular information,
abilities, authoritative aptitudes and different capabilities of the
expert advisor will be of specific significance in posting the
association's strengths. The key inquiry is the thing that makes
the advisor not the same as other administration suppliers in the
business sector.

8. Weakness: A genuine evaluation of a counseling association's
operations can be led utilizing the SWOT investigation's
weakness area. As a sample, snags may identify with restricted
access to venture capital expected to dispatch a required
marketing crusade. Top to bottom statistical surveying ought to
be directed preceding performing a SWOT evaluation in light of
the fact that it may uncover a declining client base or new
rivalry inside of the objective business sector.
Opportunity: Demographic, ecological, political and financial
components are ranges where opportunities may exist for a
consultancy business. Likewise, critical opportunities may exist
if the consultancy firm has an in number proficient system that
can be immediately taken advantage of in growing a customer
base. Assess advantages in connection to developing markets,
new innovation, little business organization support or the
accessibility of capital subsidizing. Time breaking points
connected with circumstances additionally ought to be noted in
this area.
Threats: The greater part of the territories offering open doors
can likewise posture threats. Case in point, pending enactment
may exist that, if passed, will expand expenses identified with
acquiring uncommon authorizing and accreditation to work as
an advisor. This same enactment may additionally display an
open door inside of the field by its capability to build the view
of polished methodology connected with the particular kind of
consultancy organization. (Terpstra, Foley, & Sarathy, 2012).
Similarly as with the majority of the other SWOT appraisal
ranges, nearly assess the business objective when deciding
potential dangers. At the point when distinguishing dangers in
the business arranging stage, the objective is to create
methodologies to dispense with or limit the risk.
Competitive Review
We know we have contenders, yet what do you think about
them? This segment of our arrangement needs to incorporate an
examination of our key rivals, how they advertise their
administrations/items, how they separate themselves in their

9. promoting endeavors, and what sort of piece of the pie they
have. We can help you with focused insight for both national
and global organizations. (Ferrell, & Hartline, 2012).
Product Review
As specialists and masters in marketing and statistical
surveying, we are very much qualified in these technique arena:
brand equity measurement, brand development, brand strategy,
company branding, product launch, new product development
advertising strategy, corporate and product naming, identifying
opportunities, pricing, and targeting positioning. (Ferrell, &
Hartline, 2012).
References:
Clarke, A., & Charmaz, K. (Eds.). (2014). Grounded theory and
situational analysis.
Hollensen, S. (2015). Marketing management: A relationship
approach. Pearson Education.
Terpstra, V., Foley, J., & Sarathy, R. (2012). International
marketing. Naper Press.
Ferrell, O. C., & Hartline, M. (2012). Marketing strategy, text
and cases. Cengage Learning.
EXECUTIVE SUMMARY
Executive Summary
Jessica Peterson
Rasmussen College

10. Author Note
This paper is being submitted on July 12th, 2015 Elisa
Frederick’s Advanced Principles of Marketing
Executive Summary
Alliance Marketing Consultants expects to give promoting
administrations to focus on business situations in America and
the West Atlantic district. This arrangement looks to create a
huge increment in organization deals and benefits from the
conveyance of retainer counseling, venture counseling,
statistical surveying and mechanical investigation, achievability
studies, and key examination and reporting administrations,
contrasted with the previous year. The highlights of this
arrangement are the focused on gross edge and deals income.
The focused on gross edge and deals income for each of the
initial five years of this arrangement are exhibited in the
accompanying graph and the tables displayed later in this
arrangement. These figures speak to the key prospects
accessible for Alliance Marketing Consultants. These objectives
are achievable through a proactive way to deal with the
appointment of customers, collaborating with innovation
suppliers, and cooperating with legitimate neighborhood and
territorial designing suppliers and development firms to
diminish rivalry, enhance valuing, and decrease dangers.
The proposed business plan has been made on the premise of
five years of statistical surveying. Information close the size
and development of the business sector and geological
fragments, client needs, discernment, and purchasing conduct

11. patterns have been on the rise, and are relied upon to proceed in
this pattern for the following five years. Alliance Marketing
Consultants feels that it has the capacity fill the opening in the
showcasing specialty, and will profit by operations starting in
January, Year 1.
Alliance Marketing Consultants' objectives are to make an
equivalent and reasonable benefit in the business-to-consumer
(B2C) and business-to-business (B2B) promoting
administrations industry. This objective is to be come to by
achieving the numbers exhibited in the Sales Forecast and
Financial Plan points.
Alliance Marketing Consultants offers organizations,
government foundations, non-government associations (NGO),
and people solid, brilliant, and financially savvy counseling
administrations for different purposes. Our administrations
incorporate business advancement, market improvement, market
knowledge, mechanical areas investigation, and channel
improvement on a worldwide scale, and additionally deals help
for worldwide organizations in the American market.
The circumstance in some American markets is at present
described by the realities that circumstances are difficult,
speculation hankerings are low, commercial enterprises are
cutting expenses, and spending plans are being sliced.
Completely mindful of this circumstance, Alliance Marketing
Consultants, subsequent to finishing a five year examination
study, has arrived at the conclusion that its potential customers
would be occupied with doing things in a quicker witted path,
with great backing of a dependable and proficient business
knowledge. Alliance Marketing Consultants accepts that it can
give both arrangements and worth manifestations to its
customers. Its senior official advisors have been working with
some trustworthy U.S. - based worldwide organizations for over
14 years, and have broad information of America, Asian, and
West Atlantic business situations.
There are two keys to achievement that Alliance Marketing
Consultants is centered around. These are extensively described

12. as Internal and External Factors, and are clarified in more detail
in the accompanying two areas.
The procedure of progress from the "old economy" to the
"worldwide new economy" brings a huge advancement
development of e-business, versatility of capital, and
liberalization to the locale. Since the new worldwide economy
brings new financial aspects, proposed market structures,
proposed industry structures, and proposed organization
structures, the profile of clients has likewise changed. Clients
have advanced from "arrangement demander" to "esteem
demander," and from "customers" to "business accomplices."
Alliance Marketing Consultants is master effectively centered
on building up associations with various computerized
substance, organizations, government establishments, territorial
(common) government workplaces, NGOs, and individual
clients as its imminent business accomplices.
Internal Factors
The organization feels that it controls its own particular
accomplishment through some essential inward variables. These
are:
Marketing and Selling Power. The administrations the
organization gives are made appealing keeping in mind the end
goal to keep up a certain rate of B2B and B2C customers. Being
a business sector insight administrations supplier, business and
business sector advancement counseling administrations
supplier, and business and deals agent, Alliance Marketing
Consultants shows an effective approach in changing over its
notoriety into a fantastic brand to guarantee the transformation
of its customers' learning into their protected innovation, along
these lines making quality for its customers.
Greatness in satisfying customer guarantee: Customers don't
purchase highlights they purchase advantages. To understand an
advantage, a case must be made and confirmation displayed.
This organization has had accomplishment on many, many
claims.

13. Creating visibility to produce new business leads. Investment by
the organization in online business affiliations with respectable
worldwide players of e-business innovation is a need. Two of
these players are B2Btoday.com and Palo Alto Software. Key
connections should likewise be made with organizations,
government establishments, territorial (commonplace)
government workplaces, and NGOs, and in addition with
individual clients.
Fantastic administration and consumer loyalty: Everything the
organization offers is ensured; in this way, the administrations
need to do what the clients need, and do it well. Long haul
consumer loyalty is basic to the survival of the organization.
Make different opportunities from a solitary line of skill.
Organization together Marketing Consultants has the capacity
influence from a solitary pool of ability into different income
era opportunities: business advancement, market improvement,
market knowledge, mechanical segments investigation, and
channel advancement on a worldwide scale, and deals help for
worldwide organizations in the American market.
Key administration group: The right administration group is
essential, and must have an in number establishment in
showcasing, finance, management, and administrations
improvement. The organization is certain about its group.
References:
Hollensen, S. (2015). Marketing management: A relationship
approach. Pearson Education.
Westwood, J. (2013). How to write a marketing plan. Kogan
Page Publishers.
Wood, M. B., & Jobber, L. (2013). The Marketing Plan. Pearson
Canada.
Peck, H., Christopher, M., Clark, M., & Payne, A.
(2013). Relationship Marketing. Taylor & Francis.