Dallas Business Consultant Elijah ClarkDallas Business Consultant Elijah Clark

Analyzing a Marketing Plan

The goal of the tourism strategic marketing plan for Connecticut is to direct and coordinate marketing efforts. The levels in which a marketing plan operates are strategic and tactical. Strategic focuses on target market and the company’s value proposition. Tactical market plans specify marketing tactics such as product features, promotions, pricing, sales channels, and service. The salient features of the Connecticut marketing plan include its overall goals and objectives. The State is looking to gain visitors by introducing awareness of its history, activities, and art and culture. Additionally, the marketing plan has a solid understanding of its desired consumer and marketing goals.
 
Overall, the plan has a good idea as to what is needed to generate awareness. The objectives are simple and seem achievable by the company. The plan, however, has no detailed strategy for achieving the desired results. Marketing implementation should address the who, where, when, and how of a marketing goal. To address the desired segment of users, the plan suggest building the brand through marketing efforts and industry partners. The goal of the plan is to influence visitors to the State by increasing the State’s relevancy and attractiveness to potential visitors. The plan suggests that in order to communicate to the desired market segment, the company should focus on markets that have the greatest visitor potential. Those markets include women who are between the age of 25 and 54, individuals who live within surrounding areas, and individuals with a household income of $80,000 or more. 
 
To improve the current marketing plan, the marketing company should create an actual strategy that can be followed to implement the plan. Marketing implementation is the process that ensures the strategy accomplishes the stated objectives. For instance, the plan refers to building search engine optimization into its production. However, it does not mention which keywords to optimize for and why those keywords are best suited for the task. Additionally, the plan has no mention why this plan will be effective at producing positive results. Furthermore, there is no mention of competition and market potential. A marketing strategy should address the what and why of marketing activity.
 
Marketing plans are the starting points for successful companies, and the plan often includes dozens to hundreds of pages worth of data analysis. The difference between a marketing plan and a business plan is that a business plan focuses mainly on defining the company, its history, mission, and goals. A business plan includes more than just a marketing plan or strategy. It also includes discussion regarding staffing, locations, finances, and strategic alliances. A marketing plan focuses on creating keys to success. Additionally, the marketing plan tells the story of how to achieve goals and generate success. Each of the company’s leaders and managers should see the plan and give insight into whether the plan is achievable. Marketing plans are best when there are many people involved in its creation. Gaining feedback is important considering most all ideas will affect each department within the company. Leaders and managers can provide realistic data, experiences, and share insight into market opportunities. 
 
Marketing plans are crucial for starting and growing a business. A good marketing plan will help organizations identify there target customers, and generate a plan to reach and retain those customers. The marketing plan is the roadmap to gain customers and improve organizational success if done properly. A Key section of the marketing plan includes the executive summary, which is helpful for providing an overview of the organization and the plan. Additionally, the plan describes the desired customer by targeting their precise needs based on their demographic profiles. This is helpful for identifying targeted customers and creating pinpointed advertisement aimed directly at those prospective customers. 
 
An additional crucial point of the marketing plan is its plan of distribution. The distribution plan details how customers will purchase or buy in to the organization. The promotional strategy of the plan is considered one of the most important sections of the plan. The promotional strategy details how new customers are to be reached. Examples of an affective promotional strategy include distribution and promotional tactics on television, at trade shows, and through online advertising. A marketing plan includes everything from understanding the desired customer, to determining how to outperform and strategize the competition. A marketing plan is paramount to achieving business success and the time taken to develop a marketing plan, is an investment worth making considering it defines who to connect with customers and generate sales. 

Conclusion of Leadership Theories

My four latest blog post (authentic leadership, situational leadership, servant leadership, leader member exchange) have evaluated the nature of leadership styles and their theories. Servant leadership theory has suggested that servant leaders are leaders who naturally have a desire to serve first and aspire others to lead. Leader-member exchange theories suggest that a mutual exchange between leader and follower can produce loyal and committed relationships. Authentic leadership has promoted the notion that leaders should be self-aware, honest, and transparent. A Situational leader theory suggests that leadership roles vary, and each unique situation needs a unique solution. In order to inspire, innovative, and produce creativity within an organization, leaders should be aware and mindful of their followers’ perception of them. Each of these theories focuses on building trust through a mutually beneficial relationship between leaders and followers.

 

Credits for blogs

Avolio, B., & Gardner, W. (2005). Authentic leadership development: getting to the root of positive forms of leadership. The Leadership Quarterly, 16, 315-338. doi:10.1016/j.leaqua.2005.03.001

Avolio, B. J., Walumbwa, F. O., & Weber, T. J. (2009). Leadership: current theories , research, and future directions. Annual Review of Psychology, 60, 421–449.  doi:10.1177/0149206310393520

Cubero, C. G. (2007). Situational leadership and persons with disabilities. Work29(4), 351-356. Retrieved from

Fred O. Walumbwa, Bruce J. Avolio, William L. Gardner, Tara S. Wernsing, and Suzanne J. Peterson. (2008). Authentic Leadership: Development and Validation of a Theory-Based Measure†. Journal of Management. doi:10.1177/0149206307308913

Graeff, C. L. (1997). Evolution of situational leadership theory: A critical review. The Leadership Quarterly, 8(2), 153-170. doi:10.1016/S1048-9843(97)90014-X

Graen, G.B. and Uhl-Bien, M. (1995). Relationship-Based Approach to Leadership: Development and Leader-Member Exchange (LMX) Theory of Leadership over 25 Years: Applying a Multi-Level Multi-Domain Perspective. Leadership Quarterly, 6, 219-247. doi: 10.1016/1048-9843(95)90036-5

Hassanzadeh, J. F. (2014). Leader-member Exchange and Creative Work Involvement: The Importance of Knowledge Sharing. Iranian Journal Of Management Studies7(2), 391-412. Retrieved from http://ijms.ut.ac.ir/

Klenke, K. (2007). Authentic leadership: A self, leader, and spiritual identity perspective. International Journal of Leadership Studies, 3(1), 68-97. Retrieved from http://www.regent.edu

Liden, R.C., Wayne, S.J., Liao, C., & Meuser, J.D. (2014). Servant leadership and serving culture: Influence on individual and unit performance. Academy of Management Journal, 57, 1434-1452. doi:10.5465/amj.2013.0034

McCleskey, J. A. (2014). Situational, Transformational, and Transactional Leadership and Leadership Development. Journal Of Business Studies Quarterly5(4), 117-130. Retrieved from http://www.academia.edu

Northouse, P.G. (2013). Leadership: Theory and practice (6th ed.). Thousand Oaks, CA: Sage Publications

Sendjaya, S., & Sarros, J. C. (2002). Servant leadership: Its origin, development, and application in organizations. Journal of Leadership and Organization Studies, 9(2), 57-64. doi: 10.1177/107179190200900205

Bottom of the Pyramid Markets

The goal of developing and growing bottom of the pyramid (BOP) markets is to create mutual value between businesses and the community. To market within the BOP market, radical innovation is necessary in order to modify products and make them affordable for people of all income levels. The problem with this strategy, however, is that companies often fail to consider the perspective of the poor themselves. Businesses that mainly focus on top of the pyramid (TOP) markets are more likely to fail within the BOP market, as products created for the rich are not suitable to the poor. Consequently, the BOP market requires company’s to create unique business strategies for the BOP market in order to produce effective results.
 
Within the BOP market, companies have to determine new solutions on attracting the consumer and then provide an affordable solution. To get products to the BOP markets, company’s can consider the sachet revolution; a marketing approach used to package items within sachets that make them affordable to the poor. Additionally, companies should partner with local leaders within BOP markets to help with implementing a strategy. Microsoft is a company that generates activities targeted at emerging markets including the BOP market. The company partners with local governments, organizations, educators, and community business leaders to implement software and hardware into employment areas and the education system to help improve lives. Nonetheless, there is no single solution for creating a successful BOP market strategy and achieving success. Technology, global standards, and global scales must all be utilized to help solve the poverty problem. Firms operating in the BOP market have to utilize unique strategies to reach the market and learn how to do more with less.    
 
Income, prices, savings, debt, and credit availability determine economic purchasing power. The economy has strong impacts on consumers and businesses that are geared at particular income-based segments of users. The goal of the marketing firm or marketing consultant is to develop strategies that influence consumer purchases. Consequently, the marketer is responsible for creating strategies that can reach the desired consumer no matter the income level or location. Although the BOP market does create risk and obstacles that may be outside of a marketer’s comfort level, it does not mean that the market should be avoided for an easier, more convenient market. Within a BOP market, firms and marketers need to innovate and create unique strategies and products that reach the market and consumers. Within innovation, markets get ignored and business, and individuals are left at a disadvantage.       
 
Information and communication technology (ICT) can assist with developing bottom of the pyramid (BOP) marketing goals. Company’s can achieve their BOP market goals by creating strong relationships and open communication between local partners within the BOP communities. ICT can contribute to economic development and poverty reduction. ITC assists individuals and companies grow their economy, build opportunity, and increase process efficiency. If people within BOP markets do not have the opportunity to take advantage of new ICT applications, they will be disadvantaged or excluded from participating within global communication. In many parts of the world, ICT contributes to revolutionary changes in businesses and everyday lives of the poor. Providing BOP markets with the opportunity to use technology to communicate with one another and across the globe creates strong social and economical impacts. However, corporations deal with many risks as they attempt to restructure their business strategies, processes, and implementation into BOP markets.   

Repairing Strategy – Responding to a Customer Complaint

When responding to a customer complaint, your company should have one main goal and that is to defend its name. Within this process, the first thing that needs to be done by your company is to check the information and try to figure out who wrote the complaint and why they wrote it. This information can likely be found by analyzing the complaint to find hints of information about the author. Normally, those who leave complaints don’t leave their true identity or contact information. Once your company finds out who wrote the complaint, you should get together a response for the complainant. This complaint response should be well written, it should answer the complainant somewhat directly and it should come directly from a respected and high authority.

The department that worked with the customer should write the response and it should be edited and signed by the company’s CEO. This will allow for a filtering of the response that will rid it of any emotional attachments.

In addition to putting together a response, your company should also check the damage of the complaint. Things to you may want to check are other complaint boards, user responses and the search engine rank of the complaint.

If the complaint has influenced a negative spread and additional complaints, your company should look to respond promptly to the complaint. To find the true spread of the complaint, you could use search engines such as Google, Yahoo and Bing. With these search engines, you should search the name of your company and see which complaints show up and respond to them from highest to lowest ranked.

The goal of the response is for your company to confront the mistake and seek a resolution. In addition, your company should provide a positive image of the company and alternative methods for complainants to resort their anger. This alternative method should include either the websites testimonial section, using the contact form on the company website or contacting the company CEO. By providing links and email addresses to these other sources, you can prevent future complaints on third party websites from happening.

The best solution comes by contacting the complainant directly to solve the issue at hand, and once they are satisfied with the results, you should ask the customer if they would be polite enough to remove the complaint or request removal of the complaint. Someone simply listening to the customers concern and finding a mutual understanding can easily resolve most complaints. You can prevent future complaints by sending out progress reports to customers and by encouraging customer feedback and satisfaction through these reports. This will allow for small problems to not turn into big problems.

Mobile Marketing – Why you need it

Case Study:

  • The goal of this marketing plan is to have potential and current clients subscribe to receive special discounts on products and services from CompanyEC via text messaging to their mobile devices.
  • Customers will be able to access the website either by clicking on a link within the text to go to CompanyEC’s website or they can access the website via another computer.
  • CompanyEC will create a mobile website where customers will be able to access from their mobile devices. This mobile website will have 3 buttons which consist of a portfolio, free quote, and button to dial CompanyEC’s phone number.
  • customers can subscribe to this marketing plan via the website where they will sign up by placing a checkmark in a box on the quote request form and the contact form.

 Why will customers care?

  • Customers will want to get involved with this marketing plan to find the best deals and upcoming events that that CompanyEC may be holding.
  • The idea of this marketing plan isn’t very original or unique from many competitors. However, it’s a marketing plan that works and currently doesn’t need a fix a better it.

 Contextual Relevance o Hard‐selling doesn’t work in digital channels. Bring to The time that these marketing messages will be sent to the subscribers phone will be approximately 3:00p.m. CST on selected Thursdays.

  • The reason for this timing is that customers of CompanyEC normally contact the company for their services at the beginning of the week and having this marketing plan later in the week will draw in customers at that time.

Using mobile marketing will allow CompanyEC to stay in contact with their customers and will allow customers to always consider CompanyEC when needing creative services as mobile marketing helps keep customers thinking of the company.

  • 100% of this marketing plan is focused on sales. The idea is to have subscribers receive a text message from CompanyEC and then either contact the company for more information or login to the website and gather further information on the company and then complete the “Free Quote Request” form.
  • All customers and potential customers who purchase the marketed product from CompanyEC will receive the discount with or without receiving a text message with the special.
  • The marketing text message is meant to be informative only and will also be posted on the home page of the website. The idea is to market to customers who haven’t been to the website on that particular date on which the special was started.

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