Discuss about the Strategic and Objective Marketing Plan.
I believe that my marketing plan is a successful marketing approach because it can be measured using the SMART marketing acronym (Zacharakis, Spinelli, & Timmons, 2011). It is specific because the two primary objectives are to be achieved one at a time each with its plan. The plan is also measurable in that the goal is to attain brand awareness by 60% and 20% within one year. It is achievable in that its implementation in spread within a period and the goal of reaching the entire dog owners in Singapore is realistic because I have segmented the population on a behavioral basis. Furthermore, the marketing plan is realistic because based on the resource planning the projected growth in sales is in line with our sustainable competitive advantage and within the current distribution network. Lastly, the plan is timed because every projection has a timeline, budget, and the respective responsible department.
While writing my Marketing plan, I have learned to be strategic and objective with my ideas; issues that I previously was struggling with. For instance, I can now be able to plan and summarize the primary points of my strategy irrespective of the distractions from the daily routine. Also, I have learned to monitor and measure my success objectively. I have also learned that even with such a promising marketing plan, I need a like-minded adequate team to make it successful.
I would like to conduct a public survey the dog owners in Singapore namely German Shepherd Dog Club etc, and analyse the existing indirect competitors if I had extra time. I would undertake this by using a tool like open site explorer to run a competitive link analysis, to get content ideas from my competitors by putting the competitor URLs into ad words. Additionally, I would monitor the brand names of my competitor, shop the offerings of my competitor secretly and track the referral links of my customers on the twitter account (He, Zha, & Li, 2013).
He, W., Zha, S., & Li, L. (2013). Social media competitive analysis and text mining: A case
Small Business 2/E. McGraw Hill Professional.
study in the pizza industry. International Journal of Information Management, 33(3), 464-472. Accessed on 2nd October 2017. https://pdfs.semanticscholar.org/6e96/7447486fc04a0f23df54e5f8499901604900.pdf
Zacharakis, A., Spinelli, S., & Timmons, J. (2011). Business Plans that Work: A Guide for