Geneticist Marketing Plan

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Draft Marketing Plan for:
Geneticist

Proposed by:
Nathan B McCartney

Submitted to:
Professor Read

07/29/2014





Geneticist Marketing Plan
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TABLE OF CONTENTS:

Strategic Focus and Plan ------------------------------------------------------------------------------------------- Page 3

Situation Analysis of Geneticist ---------------------------------------------------------------------------------- Page 4

Market Product Focus ---------------------------------------------------------------------------------------------- Page 5

Marketing Program -------------------------------------------------------------------------------------------------- Page 6

Financial Data and Projections ------------------------------------------------------------------------------------ Page 7

Organizational Structure -------------------------------------------------------------------------------------------- Page 7

Implementation ------------------------------------------------------------------------------------------------------- Page 7

Evaluation and Control ---------------------------------------------------------------------------------------------- Page 8

Bibliography ------------------------------------------------------------------------------------------------------------ Page 8




Geneticist Marketing Plan
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This marketing plan will guide you through the goals in creating a company that will deal
with genetic augmentation. We will cover the strategic focus, some strength, weaknesses,
opportunities and threats, where and how it would be focused, the financial projections, the
organizational structure and how it will be implemented.
The company, which is called Geneticist, deals with genes in the human body and how
they could be modified to better the life of an individual. Some of the many types of
modifications that we have available would be the removal of genes from damaged strings,
minor body changes that increase body capacity, such as lung capacity, reconstruction of
muscles and regrowth of minor body parts and minor alterations like hair color, skin pigment or
eye color.
Strategic Focus and Plan
The main focus of our business would be to create affordable gene modifications for
people around the world. To do this, our goals would be to talk to officials who were in charge of
zoning areas, hire local scientists and find suitable locations to install facilities. Some core
competencies that we would need to establish would be safety policies and benefits to start with.
We would also need to make sure to keep our competitive edge by finding out if another local
gene modification company pops up in our area and to stay above the rest by keeping up with the
latest technology. This wont be too hard since were already on the cutting edge. That would
mean we would only need to spend a little bit of money to upgrade our facilities to the latest
Geneticist Marketing Plan
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breakthroughs. We would also look at and possibly experiment with employee ideas of
improvement.
Situation Analysis of Geneticist
SWOT Analysis
Strengths Internally:
Excellent scientific minds
Latest Technology
Good structure for building company
Weaknesses Internally:
Maintenance problems
Insufficient local faculty
Cultural clashing
Opportunities Externally:
Location
Cultural Innovations
Improvement of local population
Threats Externally:
Competition
Geneticist Marketing Plan
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Local government
Genetic Purists
Some analysis of this lead to some discoveries. The industry is still in its infant stages.
Its very small and fragile and it would only take one mistake to bring the whole thing down.
Because of this though, our competition is non-existent and it would be easy to put a foot hold in
a country that allows us to be there. It also wouldnt be difficult for our investors to carry out a
Company Analysis since its still small and would be able to check the securities and feasibility
of what we are trying to accomplish. In the end though, its the customers analysis of our
company that we need to keep an eye on. If there are any errors that could harm the customer or
our company, it could prove to be catastrophic.
Market Product Focus
With that in mind, we move on to what we would like to focus on. Our objectives are to
install facilities all over the world and to do that, we want to market our ability to improve the
life of the individuals who would like to do so. Our target market would be just about anyone,
but I believe that well receive opportunities from people who have defective genes, illness or
disease or who are not comfortable with the way that they look. Along those lines, our points of
difference would be pointless since we would be one of the first companies to provide this
service to the general public and because of that, our positioning would be absolute, until a new
competitor enters the scene with their own type of technology.
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Marketing Program
Like we have stated above, our product would improve upon the lives of the populace in
the areas that we were given permission to build our facilities in. Our price strategy would be a
little hard to nail down since we are the first business of its kind to employ a service such as this,
but I believe that because of our state of the art facilities and equipment, we can keep costs low.
Breakeven point = fixed costs/ (unit selling price variable costs)
Our Breakeven point would consist on how much power and money it takes to operate our
equipment, how much to maintain our facility and how much we would need to budget for
employees and benefits. The selling price would, of course, balance off of this so that we dont
go over the budget that would be required to keeps operations afloat. With this, we would need
to keep in mind our promotion strategy. Needless to say, we believe that each facility will have a
specialist in each field, but as we expand, we will need managers for each facility as well. So
every 6 months to a year, we take a specialist who has shown aptitude in other fields and will
promote them. This will allow for this specialist to have experience in the different fields of the
facility to manage them. Lastly, our distribution locations would need to be in areas where the
populace would have access readily available. Near busy locations and major populated areas are
excellent starts, but moving into other locations that would be easier for the population that were
not in such areas would also need to be done.
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Financial Data and Projections
We have not started our services yet, so we would be unable to display an accurate look
back on past revenue.
Five years projections would be solid. In one year, we would have facilities set up in the
Eastern part of the U.S. In three years, we would have a facility in every major city in America.
Then in 5 years, we would have all of North America and parts of South America with facilities.
Organizational Structure
The organization would consist of 6 tiers. At the bottom of the tier would be the research
scientists and other personnel maintaining the facility. The next tier would consist of the
specialists that operate on the patients. The fourth tier would consist of the managers of each
facility. The fifth tier would be the district managers that would overlook the facility managers.
The sixth tier would be the overseers of each major area which could include entire countries.
Lastly, we have the CEOs of the company.
Implementation
Implementation needs to occur right away so we can ensure the highest quality services
to our customers. We would need the approval of each official after we do research of the
surrounding area to commence construction and employment of each facility.
Evaluation and Control

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With each facility under constant supervision, we do not foresee any problems arising
from the employees. The only foreseeable issue would be from the purists, but we would like to
find some common ground with them to alleviate said issues or possible problems peacefully. In
regards to control, with each manager and supervisor constantly feeding data to the higher ups,
we are able to keep a tight leash on what would be deemed immoral or illegal, hence keeping the
company in the publics good graces.
Bibliography
Daye, D. (2012, April 5). Brand Positioning: Selecting a Point Of Difference.
Retrieved August 1, 2014, from Branding Strategy Insider website:
http://www.brandingstrategyinsider.com/2012/04/
brand-positioning-selecting-a-point-of-difference.html#.U9s4cfldV1Y
Breakeven Analysis. (n.d.). Retrieved August 1, 2014, from Small Business
Administration website: http://www.sba.gov/content/breakeven-analysis
Simmons, D. (2008). Genetic Inequality: Human Genetic Engineering. Retrieved
August 1, 2014, from SciTable website: http://www.nature.com/scitable/
topicpage/genetic-inequality-human-genetic-engineering-768
Knapp, A. (2011, September 15). Is Ethical Human Genetic Enhancement Possible?
Retrieved August 1, 2014, from Forbes website: http://www.forbes.com/sites/
alexknapp/2011/09/15/is-ethical-human-genetic-enhancement-possible/