Marketing Plan for Goal Zero Company - Case Study Example

 Marketing Plan for Goal Zero Company 1. Introduction A Marketing plan has never been at the top of priority lists for most business owners and managers yet it is supposed to be first thing. Many business owners and managers are focused at making an effective business plan. Inasmuch as the business plan enables shape the direction of the company, the marketing plan provides the direction to be taken in reaching the destination outlined in the business plan. The marketing plan, in reaching the destination outlined in the business plan, gives the essential steps on the particular journey, which creates customer relationships. One of the essential things that need to be included in the marketing plan of any small business is establishment of a concise understanding of its customers and competitors. When a business understands the different features of its customers, it is in a better position to create products and services that appeal to their needs. Additionally, the methods developed in the execution of the marketing plan are those that are in tandem with customer features as outlined (Miller 34). In this understanding, the marketing plan therefore can be regarded as a single tool that can enhance business performance and success for every business irrespective of the goods and services being developed and sold. This paper presents a marketing plan for a new product that has been manufactured by Goal Zero Company 2. Goal Zero Company Goal Zero company began in 2007 with the main aim of empowering people and releasing them from poverty and other socio-economic challenges; later, in 2009, it was registered as a business under the name Goal Zero (Goal Zero 2015). In this development, the company had three main objectives; first, it was involved in the development and selling of various solar energy products and services. Secondly, it was also registered to provide assistance especially during times of natural disasters. The company’s commitment to poverty eradication was to be done in most of the developing countries, most of whom are faced with a limitation in resources needed to manage various socio-economic activities of life. The company’s main mission, as pointed out was empowering people in order to tap into their potential and improve their welfare in their societies. The company looks forward to helping people understand their potential and work it out in order to enhance their sustainable future and families. By making this empowerment, people can begin seeing a difference in their lives, enabling them to do things that they could not have managed. 3. Products and services line In the processing of empowering people and enabling them to meet their various socio-economic activities, goal zero has been active in the development of products that make use of the sun, which is a limitless source of energy. The company realized that by making use of the renewable solar energy, many people in developing countries could manage to have tools and equipment that could provide them with cheap and reliable sources of energy for their economic and social activities. For a long time, many people in developing countries have not realized the benefits accrued to solar energy because they have not managed to develop tools and equipment that can be used in tapping into this source of energy. Therefore, the development of tools and equipment that can convert solar energy into chemical and electrical energy is a great stride towards availing cheap and reliable energy that can be used in improving the lives of the people by producing goods and services and other important functions. The products being made by the company work in order to achieve three main functions. First, the products collect the solar energy directly from the sun so that it can be used in various domestic and industrial uses. The next aspect of their product line is to store the power so that it can be reused again after its immediate use. The storage process also converts the solar energy into electrical energy that can be stored in various accumulators and other devices for use at later time. The last thing done by the products is providing power. This is the electrical power that enables the illumination process by various devices in different places like houses. 4. The marketing plan 4.1 Rationale for using solar energy products from Goal Zero Solar energy is the best know form of renewable form of energy in the world alongside the wind and geothermal power. Currently, the world has been facing the need for a reduction in overdependence on non-renewable sources of energy like petroleum, which also have many negative effects on the environment. Today, many of the challenges facing the world as far as climate change is concerned include the use of non-renewable sources of energy like petroleum to be specific. It is in this understanding that research findings into this process has suggested various ways of identifying and exploiting non renewable sources of energy. It is this insight and understanding that has fueled investments into development of tools and equipment that can convert solar energy into chemical and electrical energy to be used by people in their domestic and industrial purposes. Goal Zero company produces solar panels, which can be used successfully depending on the needs of the people and companies alike. The use of solar products from Goal zero offers guarantee for reduced costs on energy by people, not only in developing countries but also in other countries across the world. These products can be used for domestic and industrial purposes, ensuring continuity in business functions and hence continues production. Additionally, the use of these tools and equipment that use solar energy guarantees a clean and safe environment, which is free from pollution. 5. Target audience The development of Goal Zero Company was informed by the need to improve the costs and conditions of life by people in developing countries by empowering them effectively handle their socioeconomic functions. The idea arose from the fact that most people in developing countries face the challenge of poverty, which makes it hard for them to manage their social and economic functions in the most effective ways. For instance, the increased costs of doing business in these countries mean that most of these people cannot start and run their businesses. The target group for the company includes individuals in homes, who may need some of the solar panels in order to light their houses. Additionally, these people can also use these devices in order to provide power for charging their mobile phones, radios and other gadgets that need power. By getting these equipment, the people can cut down on the cists they incur in charging their electrical devices in their homes. The money saved can them be channeled to other things, thus improving their welfare. Another important target group for the company are small scale business people that are trying to improve their lives by engaging in economic enterprises. Small businesses often need a lot of financial empowerment in order to start and grow. Research has shown that many small businesses often fail to reach their third anniversary, which is prompted by increased operating costs, lack of enough skills in business management and the tax requirements that affects their financial growth. The development of different types of solar panels and other tools that can convert solar energy to electrical can be a major boost to these people. Knowing that a great demand for power is existent in developing countries, small businesses can purchase these tools and equipment at fair prices from Goal Zero, put a considerable margin and sell them at a profit. Goal Zero, in this project will be availing goods and services to small businesses that will have the advantage of selling them and increasing the business and financial base. In Africa, the market for products that can convert solar energy to electrical energy is very high; this is informed by the fact that a large part of the continent lies within the tropics, which means that it receives considerable amounts of solar insolation all year round. In fact most of the places within these tropical regions are facing the challenge of desertification as a result of the increased solar insolations and climatic changes. Therefore, goal zero is facing a large market that has the potential to utilize these products for their socioeconomic advantage and thus company growth. 6. Company competitors In most of the developing countries in Africa and South America, the solar power industry is facing little competition from other businesses that are developing capacity on non-renewable sources of energy. Few companies have managed to utilize tools and equipment that can harness wind energy into electrical energy for use. Some governments have been trying to generate systems by which they can tap into geothermal energy, which is also another important source of non-renewable energy. However, wind and geothermal energy require heavy financial inputs before they can be made into active use. Additionally, these projects need a lot of expertise knowledge, which is lacking in most of the developing countries. This means that Goal Zero Company has a big market for its products, which needs that it develops an effective market and distribution system to reach it and make good of it. The fact that the market for these products is still plenty means that the company stands a good chance of making it in this industry. 7. The brand position statement Being a company that specializes in the production and sale of products that convert solar energy to electrical energy for use in homes and industrial purposes, Goal zero Company has established itself as the best choice in reducing energy costs among people in developing countries. The companies brand position statement emphasizes the need for reduction of energy costs in developing countries because it is the only way in which people can be empowered in order to create systems and structures that can release them from social and economic poverty (Miller 76). In order to achieve these goals, the company develops tools and equipment that can handle the rising energy demands in these countries and provide empowerment for these people to improve their standards of living and conditions of life (Arline para12). So far, may people that have continued to use the products made by Goal Zero Company have acknowledged that these products are durable and very effective. 8. The marketing approach In the company’s marketing approach, there will be active use of social media, which has become an active platform being used by many companies in getting their products and services to the market. The use of social media has been quite successful for most companies because many people have become active users of this media since it enhances connectivity to people across the globe, with faster and reliable communication (Tellis 56). Besides social media, mobile marketing will also be actively used since in these developing countries, many people can also afford mobile phones, which they use of communication as well as money transfer. The company will develop distribution channels and systems that will ensure that these products can reach people even to the most remote parts (Arline para16). Email marketing will also be an important channel for marketing because people can be given links that direct them to sites that provide more information about the company and how they can get these products. 9. Conclusion In conclusion, it is important to acknowledge that modern business practices require cheap and effective systems and strategies that enhance their growth and performance. Goal Zero Company has a noble activity in developing goods that can help people in improving their social and economic welfare. With this and other approaches by companies with similar objectives, developing countries can manage to empower their people towards poverty eradication, positioning them on the oath towards wealth creation and robust economic growth and development. This marketing plan will enable the company in ensuring that it reaches its target group using the approaches identified. Works Cited Arline Katherine. How to create an effective marketing plan. 28 January 2015. Web. 23 April 2015. < http://www.businessnewsdaily.com/4-creating-effective-business-marketing-plan.html> Goal Zero. Solar panels. 2015. Web 23 April 2015. Miller, Michael. The Ultimate Web Marketing Guide. Indianapolis, Ind.: Que ;, 2011. Print. Tellis, Gerard. Effective Advertising: Understanding When, How, and Why Advertising Works. Thousand Oaks, Calif.: Sage Publications, 2004. Print. Read More