business summary project

Stanley MartinSolar Powered Hi Tech Homes

Marketing Plan Presented By

Elizabeth BenkertAaron MunkBethlehem GellanaThang NguyenMelanie SigethyAmmar Khan

Executive SummaryMission Statement

Strategic Objectives and Goals

Marketing Strategy

Financial Projection

Key Success Factors

Evaluation and Control

Strategic ObjectivesProvide the hi tech homes to customers at a low

price      

Creating an efficient customer loyalty program

 Capturing market share and building a critical mass of users

 Creating demand by creative marketing campaigns

Expanding to new local and foreign markets

Market SituationBillions in lost productivity each year creates a

need

Favorable market conditions

Focus on individual new home buyers

Market shows an upward trend

Competitive Advantage

Market presence over four decades

Existing customer base with solar panel capacity in homes

Brand new technology offered in a package deal

Relative safety with no other direct competitors

The chance to be a trend setter and get a foothold

SWOT Analysis

Strengths

- Existing Customers, new technology, proven designs

Weaknesses

- Limited current market

Opportunities

- Expansion into new markets

Threats

- Imitators and foreign competition

Is there a Need?

Segment - Target - PositionDefining market segments

Focus on the competitive advantage

The target market segment

Value based positioning

Tying it to our Corporate Social Responsibility program

Marketing Strategy• Developing a product customers need

• Strictly based on market trends and customer input

• Pricing strategy and details

• Promotion strategy and outlets

• Placement Channels and supply chain

Financials• Early development costs

• Early market penetration costs

• Keeping conservative margin rates

Soft Numbered Income Statement

Projected Income Statement (in million dollars)

Year 1 Year 2Year 3 Year 4 Year 5

Sales $17.2 $59.5 $127.0$198.5 $312.4

Cost $20.5 $45 $75$100 $175

Margin $-3.3 $14.5 $52 $98.5$137.4

Implementation• Three phase plan

• Phase 1 – Idea to Introduction

• Focus on gaining a market share

• Phase 2- Introduction to Growth

• Focus on maximizing production

• Phase 3- Maturity and beyond

• Focus on retaining cash cow

Marketing Budget• High initial costs

• Overheads and sundries

• Focus to get to breakeven during phase 1

• The switch to less expensive marketing methods

• Goal to get Marketing budget at 10%

• Initial phase will go to 25% of sales

Key Success FactorsAn innovative energy efficient product

A very conducive target market

Existing extensive network of businesses

A well developed existing customer base

EvaluationProduct awareness within industry and public

Product development and diversification

Financial goals: short and long term

Product Awareness: Industry

•Blue Awareness:• Ideal; Positive Image; High Media levels•High Value •Unaided Brand/Product awareness • Little changes made to marketing and advertising. • Competition?

Grey Awareness:• Mediocre; Average Media levels• Aided Brand/ Product Awareness • Marketing and Advertising need improvement.

Red Awareness:• Poor • Low aided Brand/Product awareness• Marketing and Advertising strategies revised. • Research

Year 1 Year 2 Year 3 Year 40123456789

Blue Grey Red

Product Awareness: Public

Red Awareness:• Poor • Low aided Brand/Product awareness• Marketing and Advertising strategies revised. • Research

Blue Awareness• Sales on Target• Positive Image• Unaided Brand/Product Awareness• Little changes

Grey Awareness• Mediocre Sales• Mediocre Image• Aided Brand/Product Awareness

Year 1 Year 2 Year 3 Year 40

2

4

6

8

10

Blue Grey Red

Product Development

Stanley Martin Customer upgrading or moving homes

Chooses New High-Tech options

•Increased customer life value•Increased sales to current customers•Increased brand loyalty

SalesYear 1 5,000,000Year 2 25,000,000Year 3 60,000,000Year 4 60,000,000

Diversification

Reach new customersChoosing New High-Tech options

Sales Year 1 25,000,000Year 2 44,000,000Year 3 60,000,000Year 4 60,000,000

•Increased Market Share•Increased Awareness •Increased Sales

Assessing Specific Marketing Objectives

Survey Customers• Pricing?

- Satisfaction levels- Sales - Different Bundling options

• Evaluating Customer Loyalty Program; First 2 years= Rating of 6 - Purchases- Upgrades- References

Evaluating Financial Goals

Projected Sales of New High-Tech Homes

Financial GoalsProfit from sales of New High-Tech Homes

Year 1 Year 2 Year 3 Year 40

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

Stanley Martin Profit

Profit

Stanley MartinSolar Powered Hi Tech Homes

Marketing Plan Presented By

Elizabeth BenkertAaron MunkBethlehem GellanaThang NguyenMelanie SigethyAmmar Khan