Marketing plan: Designated Drivers - Research Paper Example

? Marketing plan: designated drivers Marketing plan: designated drivers Environment and industry The business will have designated drivers operating around the clock in giving their services to people from place to place. The initial capital is $ 1, 000, 000, which is sufficient for the business. To begin with, there are many states that do not have designated driver services. Using the designated driver approach will most likely come out with plausible results that will be effective in the business. According to primary research, these states include Alabama, Alaska, Hawaii, Vermont, West Virginia, Nebraska and New Hampshire. Therefore, the business will be established in these areas as they are niche markets. The people in this area are in need of these services, but do not have a supply (Stephenson & Thurman, 2007). In actual sense, the business will have a ready market on the introduction of such services. This denotes the “place” in the research. This is the basic demand for the products and services of the proposal. Therefore, it should be prioritized in the business as it will have direct effect on the business routine. Secondly, the research in the area shows that people spend a lot during their drinking. Therefore, the product will be highly appreciated with acceptable pricing. The linkage between the pricing is a priority in making a clear perception of the quality of the services in the market. According to reliable sources in the market, the market will have a comparison between their safety and the product. Choice for safety therefore becomes a priority. In the end, the product will be acceptable with the stated pricing (Jantsch, 2011). Lastly, the research denoted a focus on the promotional activities in the market. There are no promotional activities in the market. This is partially due to the lack of the services and the untapped market. Therefore, inducting the promotional activities is a positivity that should be indulged in the business proposal. This will have better end results in regard to the market speculation in the stated places. Complete Marketing Plan Product and services The product in this marketing plan is providing designated drivers to drunken people in market. Since they do not have the full capacity of driving themselves, they will have to pay for the service of driving their cars home. This is a safety precaution that is geared towards reducing the menace of increasing accidents caused by driving when drunk. To begin with, the business will secure different kinds of vehicles estimated to take $ 5, 000 each. This will be an estimated 100 vehicles operating in 7 states, which denotes to 14 vehicles in each state. However, there will be two vehicles on emergency rescue services, in case all the others are engaged. Since the states are highly voluminous, the designated drivers will have a particular designated area. This is in line with quick supply of their services. The drivers will be couples in executing their services. This will ease in the transport of the customer to their destination and help the drivers serve other customers in the mean time. Promotional activities The promotion of these services will be imminent in the states. The business will secure $ 100, 000 for full promotional activities for the first financial year. First, the designated driver services will be promoted by posters in many entertainment areas. This will attract a large number of customers demanding for the product, especially in the venues. Secondly, the promotion will have advertisement in most of the entertainment scenes in the states. This requires a large amount of cash as it is a business premises. In addition to this, the adverts will be in most of the radio and television stations that have a vast market. With such a wide promotion, the market will be fully aware of the products and services in the country. Therefore, they will have an ease in demanding the services from the suppliers. Apparently, most of the targeted customers are people with interests in entertainment places and interests in drinking alcohol. Value proposition and competitive edge Competition is an aspect that is expected in the market. However, the designated driver services will have unique features that will, have a competitive advantage over the other suppliers. For instance, the services will have offices in all the states, for ease of transport and reduction in costs. This is to ease the supply of the services to the people in the states. Covering a short distance in approaching a customer is likely to have a positive impact in regard to customer satisfaction. Secondly, the supply of the services will be done on full day and night basis (Havaldar, 2010). Working around the clock will have better results than working in stipulated time. In addition to this, the prices will be slightly incepted at a lower level. This will weed out any new entrants to the market. In the end, the designated driver business will enjoy successive market domination. In the first year, the business forecasts an overall income of over $ 500, 000. This is due to the initial establishment of the business, which is very costly. However, the forecasts are estimated to surge to $750, 000 in the second year. The proceeding incomes are denoted at $ 1, 000, 000, 1, 150, 000, 1, 200, 000 in the third, fourth and fifth year respectively. This will be an added advantage to the business as it will be rapidly improving. The marketing strategy The marketing strategy is an approach that will have a reflection on the performance. In actual sense, it is a determinant to the business. First, the business will establish offices in all the states. This will depend on the area of coverage. The offices will be established on an approximate cost of $ 200, 000, as they will be in different areas. Placing many offices in a wide area of coverage will have a positive orientation to the business. However, states that have a low population and market concentration will have a lower number of offices. This will help in initiating the marginal productivity of the resources. Secondly, frequent promotions will assist in marketing their products and services of the business. Promotions, such as market segmentation and market approach through media will be positive in recording results (Stephenson & Thurman, 2007). Thirdly, the pricing will be an attractive offer that will include rider services. For instance, having assorted drinks during the travel will be a positive encounter to the business. The service offered on top of the states services will be a positive encounter. Lastly, the products of the business will be considered to refer on the quality and customer satisfaction. Giving the customers satisfactory results will be a priority of making loyal customers. This is an aspect that will make the business to have high reliance on a wide number of loyal customers for its services. Sales Strategy The sales of the products and services of the company will be an obligation to the workers. Therefore, the business plans to have an initial of $ 100, 000 in payment of the workers. Therefore, a well highlighted promotion will have a positive approach to the sales strategy. Promotion of the services including price cuts is a positive measure that will attract the customers. For instance, free rides once a week to loyal customers will attract a large number of customers. In addition to this, reducing the costs will be a positive encounter as it will attract a larger number of customers (Havaldar, 2010). Secondly, the sales strategy would take measures of cleaning the vehicles. This will have a better reaction in the market as the services will be on rapid demand. Lastly, the pricing will depend on the area of coverage. Traveling for longer distance will have a higher rate as compared to shorter distances. This will have a business sense in that the longer distances have to accrue a larger amount. However, discounting on longer distances will attract more customers, especially long distanced customers. Website In this developing economic trend, many businesses are relying on the use of websites in the course of their businesses. The business will secure $ 10, 000 directed towards updating and constructing a website. To begin with, designated driver services will have a website for designated driver connection. The website will have all the regulations and possible information that could be used in the market. The website will state all the designated drivers, their states, their operational areas and the pricing. However, each of the offices in the different states will have a connection on the website (Stephenson & Thurman, 2007). This will help in easy allocation and request for the services. Similarly, the website will have all the contacts and the nearest service providers. Apparently, the customers will be in a position of accessing the services through links in the website. In the end, the business will be set to achieve its targets in the market by providing services that have quality. References Havaldar. (2010) Business Marketing: Text & Cases. New York: McGraw-Hill Education, Jantsch J. (2011). Duct Tape Marketing Revised & Updated: The World's Most Practical Small Business Marketing Guide. New York: Thomas Nelson Inc. Stephenson, J. and Thurman C. (2007). Ultimate Small Business Marketing Guide. New York: Entrepreneur Press. Read More