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Marketing strategies.

Extracts from this document...

Introduction

Content Page Action plan 1-2 Introduction 3 - Background 3 - Company Formation 4 Market Research 5-15 - Stationery market 5 - Potential customers 6 - Benefits and costs to local community 6 - Competitors 6 - Business objectives 7 - Questionnaire survey 7 - Analysis of questionnaire survey 7-11 - Marketing mix 12-15 Product 12-13 Price 13 Promotion 13-14 Place 14-15 Conclusion 16-19 Bibliography 20 Appendix 21 1) Competitors' information 2) Questionnaire 3) Mail shot address 4) Letters and replies to/ from suppliers and advertising agents 5) Retail premises and rent survey 6) Advertising rate Action plan 1) Decide the type of business I am going to do a) Research and data support 2) Decide the details of my business like: a) Name b) Size c) Location --- site and rental survey d) Set capital e) Product range --- what products shall I sell f) Price range --- what price shall I charge g) Type of ownership 3) Market research a) Source of information i) Business directory ii) Yellow Page iii) Self survey iv) Access to Internet v) Trade and business magazines vi) Local chamber of commerce vii) Region branches of Trade and Industry viii) TECs (Training and Enterprise Council) 4) State my competitors a) Identify competitors b) Check their performance 5) Decide my objectives and aims 6) Decide on my potential market and customers a) Define market b) How will I find my customers 7) Contact supplier a) Letters to suppliers b) Requesting catalogue and transaction conditions P.1 8) Select product a) Against suppliers catalogue b) Spend a day at competitors' shops to find out what items sell quickly 9) Set marketing mix a) Product i) Decide on product range ii) What kind of packaging suits my customers best iii) Product logo b) Price i) Pricing ii) Check against competitors' price iii) Check how much my customer would like to pay on certain items c) ...read more.

Middle

Action plan review To be more effective and practical I should adjust my action plan a bit: 1) Under market research --- I should seek advice first from Trade and business magazines, local chamber of commerce, region branches of trade and Industry and TECs before I decided the detail of my business. 2) Under state my competitors --- I should take other small competitors into account instead of just 2 main competitors 3) Under contact supplier --- I should visit some of the suppliers in person so that I can have more positive reply because not many supplier response on my letter enquiry. P.19 Bibliography 1) Schober Direct Marketing -- Oxfordshire Volume 1 & 2 2) Shell LiveWIRE 3) Market Report 2000 by Pillippa Smith of Key Note Ltd 4) Oxford City Premises Register March 2001 by Oxford City Council 5) Yellow Page 6) GCSE Business Studies by Pat Bond with Jill Martin 7) Internet a) www.dti.gov.uk/publications/sme b) www.young-enterprise.org.uk c) www.thisisoxfordshire.co.uk d) www.sunday-times.co.uk 8) Business Studies teacher Mr. R Pearsall 9) My father Mr. Ted Fung End P.20 Appendix 1) Competitors' information 2) Questionnaire 3) Mail shot address 4) Letters and replies to / from suppliers and advertising agents 5) Retail premises and rent survey 6) Advertising rate P.21 Appendix 2 Questionnaire 1) Are you a student? ? Yes ? Local student ? Overseas student ? No 1) How often do you visit stationery shop in town centre? ? Twice a week ? Once a week ? Once a fortnight 2) Which following kinds of stationery do you buy most? ? Pens ? Paper Products ? Plastics folders or files 3) How much do you consume on those items each time? ? Under �2 ? �2 - �5 ? �5 - �10 ? Over �10 4) Are you happy with the price of the products? ? Yes ? No 5) Are you satisfied with the product range in the shop you visit? ...read more.

Conclusion

Thank you! Yours sincerely, James Fung 243A Banbury Road, Summertown, Oxford OX2 7HN Marshall Jennings PR LTD 5 Market Place Mews, Henley On Thames RG9 2AH Attention: Mr. Neil A. Marshall 14thMarch 2001 Dear Mr. Neil A. Marshall, My name is James Fung and I am a student of year 11 in Gosford Hill School. I am doing my Business Studies coursework at the moment and I want to have some information about advertising placement charges on Sunday Times and Oxford Mail. If I want to place a coloured advertisement which is about half a page of the newspaper with some photos for a consecutive of 10 days, how much would it cost? Besides, how advance I would have to place my advertisement order? Do I have to provide the layout and negative or would you handle it for me in a whole package? It would be appreciated if you would kindly send me your advertising rate and terms and conditions of placing an advertisement on those two newspapers through your company. Thank you! Yours sincerely, James Fung 243A Banbury Road, Summertown, Oxford OX2 7HN The Oxfordshire Weekly PO Box 810 Oxford OX2 0YF Attention: sales department, sales manager 14thMarch 2001 Dear Sir / Madam, My name is James Fung and I am a student of year 11 in Gosford Hill School. I am doing my Business Studies coursework at the moment and I want to have some information about advertising placement charges on your honourable magazine. If I want to place an advertisement which is a full page of the magazine with some photos for a consecutive of 5 issues, how much would it cost? Besides, how advance I would have to place my advertisement order? Do I have to provide the layout and negative or do you have specific advertising agent handling for me? It would be appreciated if you would kindly send me your advertising rate and terms and conditions of placing an advertisement on your magazine. Thank you! Yours sincerely, James Fung ...read more.

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