Professional Documents
Culture Documents
of
BUSINESS PLAN
Executive Summary
Welcome to the future of Energypac Engineering Limited. Our new marketing
strategies will focus on adding value to our target market segments in our local
market as well as foreign market. The Energypac system will create value through
monitoring work-in-progress and empowers engineers with crucial operational data
through this marketing plan. Purpose of the marketing plan is to provide and
promote a high-level, executive overview of Energypac Engineering Limited. This
marketing plan is to be used as information and marketing planning purposes in
attaining profitable market share with the strategic promotional activities. We should
do all planning and as much of the creative writing as possible. We have to do the
planning. The purpose of this marketing plan is two-fold: (1) to show how Energypac
Marketing
will operate, why it will be successful, and how the profit structure is
determined, and (2) to act as a guiding, measuring, and evaluating vehicle in the
implementation of all aspects of Energypac Engineering Limited strategic marketing
plan. Strategic marketing plan is essential to become a highly visible, diversified
corporation known for our customer service, sound management profitability, and
flexible working environment.
Mission
Energypac
Engineering
Limited
should
offer
reliable,
high-quality
electro
marketing strategy.
Distinctive Competence : Speed of response and quality of products.
Future Direction : To establish Energypac Engineering Limited in new, growing and
profitable markets and to make and implement strategic Marketing plan to stay as
the market leader in future.
Marketing Objectives
1. We need to establish ourselves as experts. This means being quoted in major
trade press, speaking at industry events, and gaining recognition. Our
measurable and specific objective is to be introduced in three major events as
established experts in the field of international market entry.
2. We need brand-name reference clients. By the end of this year, we need
more major brand names we can cite as clients. We need to be able to
reference by name and contact phone number.
3. We need at least one client in each of three main regions. United States and
Europe for sure, and also either Latin America or Asia. We can't be who we
claim to be without being truly multi-continental.
Target Markets
Energypac Engineering Limited has targeted their market mainly into two groups
such as Sales and Project division. Sales division focuses on :
Dhaka office Private Sales :
i)
Industries
ii)
Developer
iii)
Building/Tower
iv)
Contractor
v)
Steel Mill
vi)
Others
DESCO
ii)
DESA
iii)
PDB
iv)
PGCB
v)
REB
vi)
DPDC
vii)
PBS
viii)
BERC
ix)
APSCL
x)
EGCB
xi)
NWZPDC
xii)
NWPGC
xiii)
PC
xiv)
SZPDC
xv)
WZPDC
xvi)
RPC
xvii)
xviii)
IPP PROJECTS
of
larger
corporations
or
those
which
already
have
marketing
Keys to Success
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The main key to success is making the product positioning clear. Many
potential buyers would much prefer our offering to the box only offerings of
the chain stores and mail order sources, if only they knew the tradeoffs.
Word of mouth is critical in this segment. We will have to make sure that once
we gain a customer, we never lose them. To help accomplish this, we must
work to reinvigorate relationships through successful database marketing,
among other means.
We must always remember to sell the company, not the product. Clients have
to understand they are taking on a relationship with us.
Develop and enhance the skills of our down-line associates with the intention
of providing promotional opportunities.
Critical Issues
1. Tracking and follow up : We will have the discipline as an organization, to
track results of the marketing plan and make sure that we implement.
2. Market Segment focus : How can we be sure we have the discipline to
maintain the focus?
3. Can we say no to unprofitable deals ?
4. The most critical issue is repeat business. We cannot build this company on a
faulty foundation
Marketing Strategy
HOW HAS ENERGYPAC MARKETING POSITIONED ITSELF?
Energypac Marketing has positioned itself to be primarily a niche-market service
supplier. Most established marketing communications firms, because of their
overhead, cannot afford to spend time on the lower end of our annual sales volume
objective. The proprietor has an extremely varied background in terms of different
kinds of clients served. This experience encompasses virtually all marketing venues
and media. We have an excellent grasp of technical processes, both in terms of
product manufacturing and product application. Energypac Marketing represents an
excellent match for the small-sized to medium-sized manufacturing firm that doesnt
have a large enough budget to attract an ad or PR agency with equal experience and
expertise.
Market Demographics :
Market Demographics
Summary
Decision
Level
Mature
Manager
High
Informed
Positive
Steel Industries
Growth
Director
and
Manager
High
Skeptical
Positive
Growth
Manager
High
Skeptical
Positive
Develop
Variable
Variable
Market Segments
Panel Builders
Other
Loyalty
Buyer
Status Readiness
Product
Attitude
Variable Indifferent
SWOT Summary
The SWOT analysis covers strengths, weaknesses, opportunities, and threats.
Strengths and weaknesses are generally internal attributes, which we can address by
changing our business. Opportunities and threats are generally external.
Overall, the mix is exciting. We live in an age of growth, change, and business
revolution. The Internet offers us opportunities and threats. We need to make our dealing
with it one of our biggest strengths, to minimize our weaknesses.
Strengths
1. True expertise. All of our principals know this area very well. Our experience
and expertise is better than anybody we know of in this particular niche area.
Weaknesses
1. Marketing. As a group, we are good at the direct sales involved in making a
close, but we don't have the resources required to do much general
marketing. We will depend on word of mouth first as our main form of
generating leads. After that we need to make proper marketing structure.
2. Staff. Without the overhead of staff, we can't leverage on people to develop
documents and presentations, research in detail, and fill in the blanks. We are
short on support for telephones, fax, and email.
3.
Brand. Sometimes a well reputed brand name is a safer buy for the client, in
the sense of "nobody ever got fired for hiring them." We have to build our
brand
equity,
so
that
we
can
be
perceived
as
an
innovative.
Opportunities
1. Internet growth. Companies are being dragged into worldwide marketing, like
it or not. Growth rates are very high, opportunities are obvious.
2. International market growth. Europe and Latin America are booming. Asia has
suffered a bit but is recovering. Manufacturers are anxious to take their new
technologies across borders.
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3. Growing red tape involved with hiring full-time employees, especially at the
executive level.
Threats
1. The Internet is a threat as well as an opportunity. Our expertise need crossing
borders, managing multiple markets, and the problems we solve are being
reduced in importance by the growing availability of information. Specific
example: software companies used to charge huge premiums for software
available in the different smaller markets, but their potential customers are
now much more likely to see available prices elsewhere and buy over the net.
2. The larger, branded competition is recognizing our niche. They are beginning
to compete in our area, recognize our niche. We are no longer alone.
3. New competitors are developing in new markets. Particularly as the local
market grows, competitors developing in that area become more significant.
Messaging
We should have a strong message, a major part of which is the impression of
confidence and certainty we create as we deliver that message. We have more detail
below, but we can summarize here: we are experts in this topic.
We are worth what we charge. We will save your company market and improve its
market entry substantially.
More details are in the messaging table.
Branding
With our kind of consulting, branding is a slow process of word of mouth and repeat
business. We do however need to use the logo on stage as much as possible in major
events, and with our reports, etc. We also need to always work towards establishing
ourselves as the acknowledged experts in our field.
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Messaging
Making mistakes will cost you much more
than we do.
Panel Builders
Steel Industries
Promotional Strategies
Our promotion strategy should focuse heavily on Public Relations, with very little or
no emphasis on advertising or direct marketing.
We will be using the Internet extensively in our sales promotion specially for foreign
prospective client. Together with a well targeted direct mail and e-mail campaign, we
will make all the major players in the marketplace aware of our presence.
Promotion
In order to truly succeed, Energypac Engineering will have to appeal to the "heart" of
the market. An important method to promote Energypac Engineering Limited will be
technical papers by researchers involved in development of Energypac and dedicated
engineers should discuss process improvements make possible by the Energypac
program. In addition, Energypac Engineering will place awareness generating
advertisements in the major trade journals. The management team will also
participate in professional society meetings and major trade shows to demonstrate
the technology.
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most influence on the purchase decision will need to see demonstrations or will need
an analytical sales presentation.
We should also include a multi-media presentation on disc or CD-ROM. Arrangements
will be made by Engineering employee or employees for the interested clients. When
clients will visit, we will bring a demo system that is able to be set up and operated
so the client can get a feel for the type of system and for the type of data the system
generates.
All promotion efforts will be congruent with the mission to establish a quality
reputation in the industry and truly create a quality brand image with Energypac
products. Industrial marketing is dissimilar to traditional consumer marketing. It is
an interactive and time intensive process to establish a relationship and reputation.
Establishing the relationship is beneficial for the obvious reason, it provides
Energypac Engineering with sales revenue, but, even more important, it provides
Energypac Engineering with an information conduit to the industry. A healthy
relationship with our customer base will generate ideas, innovations and other
immeasurable intangibles.
Advertising
Advertising is not direct part of our marketing mix because we dont sell direct
consumer goods. We should depend on quality delivery and word-of-mouth
recommendations.
Public Relations
Public relations is an important part of our marketing mix. Even if advertising is
irrelevant, the right PR can get us quoted as experts in publications and on websites
frequented by our target market. We should launch with a retainer relationship and a
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detailed plan for press releases and events, press tours and interviews. The
underlying objective of the PR program is to establish our expertise in the media and
on the Web so that the potential clients who need our services can find us.
Web Plan
Energypac Engineering Limited website will be the virtual business card and portfolio
for the company, as well as its online "home." It will showcase the Internet
background of the partner consultants, as well as the portfolio of all the past and
current online projects done by Energypac Engineering division.
Energypac Engineering Limited website needs to be a simple yet classy and well
designed website that, at the same time, is in keeping with the latest trends in user
interface design. A site that is too flashy, or tries to use too much of the latest
Shockwave or Flash technology can be over done, and cause potential clients to look
elsewhere for online distribution expertise.
To further show off its expertise, Energypac Engineering Limited website should
create a resources area, offering articles, research and regular newsletters to
interested parties related to high tech products. After initial implementation of
Energypac Engineering Limited website, future development will be based on
resources and business needs.
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area
of
Dhaka
district.
The
main
purpose
of
these
billboard
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Media
Jan
Feb
Mar
Apr
May Jun
Jul
Aug Sep
Oct
Nov Dec
Outdoors
Events
Publicity
Online
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Sales Tactics
1. We can commence sales efforts with letters to 10 prospects per week. We can use
the two week period to follow up with telephone calls for appointments.
2. We can commence development work on the Resource Line .We can Prepare a
best-guess time line for completion of a saleable program. Sales manager should be
responsible for these activities.
3. We can re-evaluate sales efforts near the end of June for adjustment, if
necessary.
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Sales Assumptions
The quantity of letters sent out weekly, may have to be modified if experience
suggests that it takes longer than anticipated to gain phone contact with prospects.
The letter copy will change when updates are necessary. More than one version of
the letter copy will probably be required.
Sales Plan
We can't really "sell," in the classic pejorative sense. Instead, we can listen. We can
offer our services to clients who have the needs we can fill, and we can listen well
enough to establish whether or not we do. The most powerful long-term sales pitch
is to tell somebody "I'm sorry, that's not what we do. We are not the best answer to
your problem." That unusual "pitch" establishes credibility and positions us well for
the future time when that company does need our services.
Selling doesn't work well in this area except honest expertise well delivered. We can't
overpromise, we can't embellish, we can't even attempt to sell to anybody who isn't
buying it. We can't answer objections, we should move on to the next client. We are
offering true expertise and we can sell only to those who already know they want it.
The key is repeat business: never lose a client.
Sales Process
1. We should listen first and understand the client's market introduction
objectives, in detail.
2. We should not ever convince a client that he or she needs our services. We
can focus on the ones who already know they need us.
3. We should always underpromise and overdeliver.
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17.0 Competition
Fragmentation image analysis is a developing technology and, as such, the industry
lacks standardization. Clients rarely compare consultants directly, looking for two, or
more, possible providers of a proposed project or job. Usually they follow word-ofmouth recommendations and either go for the job or not, rather than selecting from
a menu of possible providers.
The most important element of general competition, by far, is what it takes to keep
clients for repeat business. It is worth making huge concessions in any single project
to maintain a client relationship that brings the client back for future projects.
Direct Competition
Direct competitors are the name-brand consulting firms and smaller consulting firms.
These are competing offerings of similar services, presumably possibilities that come
up in discussions as our target market looks at way to add expertise before building
programs to reach new markets.
Indirect Competition
Indirect competition is everywhere. Its strongest and most important form is the
decision to stay in-house and manage market entry with existing marketing teams.
From there it goes into horizontal marketing consulting, distributors offering crossmarket options, and many other possibilities.
Positioning
Energypac Engineering system should employ the most advanced technology in the
industry and Energypac Engineering should design and install each system to the
clients specifications. In addition, Energypac Engineering should provide additional
support and consulting services. In relation to our competitors, Energypac
Engineering system is of higher quality and, thus, demands a price premium. The
price premium is further justified by the custom design and implementation
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team
of
experienced
managers with
proven
expertise.
Unlike
most
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would like an
introduction.
5. Build high-power allies. Invest time cultivating exceptional relationships
with a select team of professional allies, both within and outside our
organization. Go to market against a defined target audience in a strategic
and cooperative basis with our allies. Build joint marketing plans and
determine the roles and responsibilities each party will play. Refer lots of
business back and forth, and keep the lines on communication open and
honest.
6. Become a celebrated expert. The best business marketers invest their time
wisely by developing their personal reputation. They differentiate themselves
by publicizing the qualities and experiences that make them unique. They also
use speaking, writing articles, conducting roundtables and seminars, and
joining/working
with
the
right
organizations
to
their
advantage.
Ask ourselfwhich two organizations can wetake a leadership role in that will
not only stimulate my professional growth but also increase ourprofessional
visibility and generate business for us? Join those groups today.
7. Build your personal direct marketing engine. The previous six ideas
require our personal effort (i.e., we need to develop your own target market
and value proposition). Leverage these activities by communicating with our
prospects, customers, networks and alliance partners in a consistent manner
by using traditional direct marketing methods such as direct mail, personal
publicity, email campaigns, Web sites and so on.
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Engineering Service
24.0Network Model
Brand Elements
Product Engineering
Uncontrollable Factors
Slogan
Logo
Term
Name
Brand Sense
Blue Ocean
Differentiate
Seven Parameter
Target Market
Distribution
Pricing &
Quality
IMC
Checklist
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www.energypac-bd.com
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