New and exciting idea to create a company that will address an issue of problem for ACT (Abused Childs Trust) - Essay Example

Marketing strategy and Plan for ACT 3.0 Marketing Strategy and Plan A successful marketing strategy encompasses integrating all the necessary marketing goals into a plan that will work towards increasing sales (Dogra & Ghuman, 2010). In the case of ACT organization, they were able to ensure that their marketing mix procedures fit into their strategy. In order to please their customers, they created a lively event, which customers would love to be part. Moreover, they included fun activities such as live music, movies as well as rides for both the young and old hence indicating that they aimed at reaching a bigger market.

They also provided food and beverages for sale knowing that people will purchase them following the day’s activities. In addition to choosing a good environment, ACT organization chose a favorable time for the event, as they knew that most people would be available during the weekend. 3.1 Opportunity Analysis and Research A. Competitor rivalry/threat ACT has managed to achieve a heightened aggressive edge over their competitors for they have provided something unique. They should however beware of indirect competitors like those organizing sport events on Saturday.

Any event that will attract the attention of their target market will mean that they may lose. In addition, considering the fact that it is challenging for the company to ensure high quality in all areas to succeed, they might be leaving chances for competitors who may get in and take over. B. Bargaining power of customers Bargaining power of customers in this case is minimal. This is because of the fact that there are minimal competitors and ACT provides a unique event. In addition, the unique event caters for all ages hence indicating that the customers in this case are many.

When the customers are many that the providers, bargaining power tends o be minimal and hence a profitable advantage to ACT (Peng, 2014). C. Threats of Substitutes Since ACT is new in the market, it should ensure that it positions itself well and builds a good relationship amid the organization and its target market to ensure loyalty from the clients. This is critical because another similar organization may come up anytime and provide even better services compared to ACT making the consumers to shift.

Evident from the fact that other similar events have been conducted before, the local community may now be accustomed to this common practice. This implies that in case another company comes up with a substitute event, the target market may shift to the new kind of event. 3.2 Target market The target market for ACT includes families, kids who may be part of the ACT as well as the local community. The target market is wide and serving a wide target market can become tedious unlike specializing on a specific target market.

The locals and families have varied demographic characteristics, income, attitude, and beliefs as well career and purchasing power. The kids also have different preferences and age groups; hence, some can choose sports, which take place on the same Saturday. Varying attitudes and beliefs of the target populace indicate that while some will support the mission of the ACT, some will condemn it. They also have varied purchasing trends and the food together with beverages provided will have to be of a wide variety.

The entertainment provided will also have to be varied to fit the different ages, classes and gender available. This shows that the wide market is generally tedious and expensive. 3.3 Marketing Plan A. Products The products available for the event embrace food and beverages as well as rides. To ensure customer satisfaction, the food and beverages should be of good quality. The packaging also matters a lot and the way it is presented to the customers (Dogra & Ghuman, 2010). As for the rides, it should be organized, and work to ensure maximum safety and enjoyment for the customers. B. Price Charges in the event include the Gold Coin donation, rides, as well as food and beverage charges.

Price setting should be fair because amidst the wide target market, there are some very price-sensitive people. Considering that also children will be there, prices for children should be lower than that for adults. Discounting offers should also be available in order to attract people and enhance good customer relations (Dogra & Ghuman, 2010). C. Promotion ACT conducted their event promotion through posters and emails. Posters are effective since they reach a number of people and those who see the posters can pass word of mouth to others hence the message spreads fast.

Posters should be enticing and should contain the necessary information. Email is also a good way of promotion but it has a disadvantage because it is limited. Not many people access emails and considering that children are part of the target market, they hardly have access to email. This is therefore not a very suitable means of promotion. D. Place Anzac Park (Southport) is the selected venue for the event. It is a suitable place for the event as it has ample space for the rides as well as for the children to play around.

It is also easily accessible from the road hence, convenient for the customers. In addition, its close proximity to the sea provides a good scenic view. The place alone will serve to attract more customers to come to the event. References Dogra, B., & Ghuman, K. (2010). Rural marketing: Concepts and practices. New Delhi [u.a.: Tata McGraw Hill. Peng, M. W. (2014). Global strategy. Mason, Ohio: South-Western.