Strategic marketing plan

Strategic Marketing Plan
Strategic Marketing
MBA Group 1

Strategic Plan
Company Name:
CEO:
Chief Marketing Officer:
Date:
Version:
Contact Email:
Innotech (Pty) Ltd
Mr W Xyz
Ms X Yzet
14 April 2016
V 1.0
Innotechsales@gmail.com
Strategic Marketing Plan: Innotch (Pty) Ltd

Table of Content
1. Executive summary
2. Competitor analysis
3. SWOT
4. Key strategic goals
5. Market Segmentation and Targeting
6. Product Offering
7. Branding, Promotion and Selling
8. Conclusion

Executive Summary
Mission Vision and Strategic Goals
WHY
We aspire to be leading distributors of high performance,
world-class quality equipment
WHAT
Innotech aims to provide internationally branded innovative
products of high quality, ensuring a superior customer
experience
HOW
Become
customer
oriented with
95%
satisfaction
levels amounts
targeted
customers
Increase brand
awareness from
10% to 40% within
the first year of
operations
Acquire 30% of our
competitors
customers in the
next three years

Table of Content
1. Executive summary
2. Competitor analysis
3. SWOT analysis
4. Key strategic goals
5. Market Segmentation and Targeting
6. Product Offering
7. Branding, Promotion and Selling
8. Conclusion

Competitor Analysis
Market Profitability
The Porter’s Five Forces Strategy is used to assess the attractiveness and profitability of a
market by analyzing the forces

Competitor Analysis
Competitor Identification
New Entrants Key Competitors
Substitutes
PDD (Pty) Ltd
RT Agencies
Vector SA (Pty) Ltd
Allan Instruments
Coastal Hire
Talisman Hire
The following are our competitors identified as either new entrants,
substitutes or key competitors.. Their primary market and sales channel are
construction and direct on premise respectively

SWOT Analysis
• High quality, superior
products manufactured in
Germany
• Technical knowhow as we
are sourcing the products
internationally from a
reputable country
• Qualified workforce -
Human capital is one of our
main strengths.
• The company can expand / grow
as their products can be sold in
different sectors i.e. agriculture,
medical, construction. and DIY.
• Products are user friendly and of
high quality for DIY customers.
• Global competitive advantage
(Made in Germany)
• An increase in competition
from all different sectors
• Competition may affect
pricing, profit and market
share strategies
• Repair costs may be high after
warranty expires.
• Minimal financial
resources
• Dependent on imports and
not the innovators of the
products
• Possible long time lead
for urgent mass orders.
• Not enough manpower as
we are mainly distributing
at the moment.

Key Strategic Goals
Goal 1
Become
customer
oriented with
95%
satisfaction
levels amounts
targeted
customers
Goal 2
Increase brand
awareness
from 10% to
40% within the
first year of
operations
Goal 3
Acquire 30% of
our
competitors
customers in
the next three
years
Goal 4
Become the
supplier of
choice for our
brand in the
next 3 years

Market Analysis
Target Market
Market Segmentation
Medical Industry
(Lasers/ Video
Scopes)
• Medical
professionals
• Ages 25 – 65
years
• Specialists in
private
practices
• Most males
Agriculture
(Moisture
meters)
• Farmers
• Emerging black
agriculturists
• Agricultural
Graduated
• Ages 20 to 70
years
Construction (all
products of
offer)
• At both old and
new
construction
companies
• All races
• Ages 20 to 70
years
• Skilled
professionals
• semi-skilled
workers
Do-It-Yourself
(DIY – all
products on
offer)
• All races
• Ages 18 to 70
years
• Housewives
and handymen

Competitor Analysis
Market Positioning
Product benefits
Environmental friendliness
Endorsements
Improves air quality for future
generations as it uses minimal energy
to do a lot more.
Automatic; Safe easy grips; Light and
safe handling: High performance and
State of the art quality.
Endorsed by Kerishne
Naicker
Product features
“Because tough doesn’t have to be
heavy”
Heritage
German engineering that guarantees
superb quality.
Competitive
comparisons
Modern technology; Brand quality
offers 2 years guarantee and an
extended warranty at a cost.

Market Analysis
Critical Success Factors
Critical Success Factor s
The critical success factor analysis conducted to determine the weight on the
perception of our target markets is as follows:
Targeted
industries
Price
Brand
Image
Quality of
service
Relationship
Quality
Product
Design
Reliability
Constructio
n
X X X
Health X X X X X
Agriculture X X X X X
DIY X X X X X

Market Analysis
Segment Attractiveness
Segmentation Attractiveness
Our SAFs process indicates that the attractive segment is the health industry as it
has a weighted average score of 6.7

Market Analysis
Target Market Growth
Target Market Growth
One of our goals is to acquire 30% of our competitors customers in the next three
years

Product Offering
Mixing Tools
Mixing
Tools
• hand held and
automatic mixers
that are lightweight
and durable
• easy to handle
plastic drums and
silent motors
makes for rust-free
Construction Lasers
• Four different
models and ranges
• compact, durable,
light-weight with
easy mobility
Infrared Thermometers
• accurate and
reliable readings
• optional dual laser
beams
Moisture Meters
easy to operate
durable, impact
resistant cover
A combination of Penetration price strategy and Zone-delivered pricing strategy
will be used

Branding, Promotion and Selling
Branding Strategy
Mixing
Tools
Year 5: High Revenue and High Loyalty Levels
Year 4: Distinct Advantage to Using Our Brand
Year 3: Clients Start Comparing our Brand
Year 2: The brand meets customer wants
Year 1: Low Revenue & Low Loyalty Levels

Mixing
Tools
Customer Relationship
Management Strategy
CRM
Key focus
Significance of customers
experience in our outlet is of
paramount:
• Invest in our human capital
• Highly qualified personnel with
extensive product knowledge will
ensure that we delight our
customers, which will translate to
sales and increased bottom line.
Cause Marketing: The Company
will also focus on identifying a cause
for the business that will be of
significance to both the company
and the target market, and as part of
social responsibility magic will be
created by new industry players who
want to join in on the cause.

Mixing
Tools
Marketing Budget
Initial Advertising Budget prior to Sales
Quantity Amount
Income
Initial funding provided R 25 000,00
Advertising sponsorship from supplier R 25 000,00
R 50 000,00
Expenses
National Newspaper advertisement (Sunday Times) R 25 000,00
Pamphlets inserts into local newspapers @ R2,50 5 000 R 12 500,00
Posters for expos and trade fairs @ R500 each 5 R 2 500,00
Banners for expos and trade fairs @ R350 5 R 1 750,00
Caps for agriculturists @ R50 100 R 5 000,00
Pens for the health professionals @ R10 100 R 1 000,00
Clipboards for Construction companies @ R50 45 R 2 250,00
R 50 000,00

Mixing
Tools
The Advert

Conclusion
Mixing
Tools
Conclusion

Questions & Answers
Mixing
Tools
Confusion Mode

Strategic marketing plan

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