Section 1: Marketing Plan and Sales Strategy
In MS Word, write the 3–5 page marketing plan and sales strategy section of your business plan, in which you:
Revise the company’s target market based on the feedback received in the Week 3 discussion thread.
Be sure to include demographic, geographic, lifestyle, psychographic, purchasing patterns, and buying sensitivities in the target market description.
Assess your chosen company’s market competition.
Use the factors listed in the graphic in your textbook labeled “Assess the Competition” (page 125), to assess the company’s market competition.
When assessing the competition, specify the exact company and particular product or service you are competing against. For example, Coca Cola offers a portfolio of products, such as water, fruit juice, and cola. Are you competing against Coca Cola’s fruit juice product? Or its cola product?
Be sure to detail your plan to differentiate yourself from the competition.
Outline the company’s value proposition and create a marketing slogan/tagline for the product.
The value proposition tells your customers why they want to do business with you.
You need to know what message you want to convey in your marketing slogan before selecting the marketing vehicles in the next step.
Specify the marketing vehicles you will use to build your chosen company’s brand and justify the key reasons they will be effective.
Marketing vehicles are ways to promote your product. Examples include social media, sponsored events, trade shows, and sampling. You will use a combination of these tactics.
Planning to use online marketing tactics? Consult the “Online Marketing Tactics” worksheet on page 177 of your textbook to guide your response.
Formatting
Format your assignment according to these requirements:
This course requires the use of Strayer Writing Standards (SWS). For assistance and information, please refer to the Strayer Writing Standards link in the left-hand menu of your course.
Typed, double-spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
You must include headings in your paper for each major topic.
Include a cover page containing the assignment title, your name, the professor’s name, the course title, and the date. The cover page is not included in the required page length.
Include a source list page. All sources used must be listed in the source list page and have a corresponding in-text citation. Citations and references must follow SWS format. The source list page is not included in the required page length.
Note: There is no minimum requirement for the number of resources used in this assignment.
Company
Dependable Nurses Staffing Agency is a company that offers high-quality staffing services to its client. The company focused on linking professionals in the medical field with their clients who need medical professional services. The company thus has two main targeted customers. One is the medical field professionals and customers in need of medical services, of organizations in need of staff. Below is a description of the kind of targeted customers in Dependable Nurses Staffing Agency.
Demographics: The company targets new graduates with at least four-year college degrees in nursing, aged from 18 to 35, singles or married but without kids, both genders, mostly unemployed but targeting an annual salary of $48000-$71000, and those flexible to work anywhere in the country. It also targets other medical professionals in the market who would like to change their work environment or who would embrace high work flexibility. It thus targets all qualified medical professionals with a work license and ready to work with the company. Other targeted customers include healthcare organizations, elderly care homes, nursing homes, and hospices, in need of medical professionals, especially nurses. The company also targets the aging population, particularly individuals suffering from chronic illnesses or age-related health issues that may need home care.
Geographic: Dependable nurses staffing agency prefers individuals who are flexible to work anywhere in the United States based on slot availability, but mostly in urban areas where the demand is high.
Lifestyle: The Company targets nurses who like traveling to take a traveling nursing career and nurses who prefer a more flexible work environment.
Psychographic: The company targets professionals will a call for care, empathy, and customers who value companionship.
Purchasing Pattern: The company seeks customers who are likely to develop loyalty and become all-time customers to request its professional staffing services every time they are in needs.
Buying Sensitivities: The Company targets customers who care more about the quality of services given and price affordability for both the staff and the customers.
