Dawn's Office Supply Strategic Marketing Plan

In: Business and Management

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Words 5165
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Dawn’s Office Supply Strategic Marketing Plan

AJK Marketing Consultants
Altha Murray, Jeanene Francis,
Jeff Logsdail, & Kim Fletcher

University of Baltimore
MTKG 497: Selling Concepts and Strategies
Professor: Brad Fountain
April 23, 2010

Contents

I. Executive Summary 1
II. Company Background 2
III. Challenge 3
IV. Situation Analysis 4 Internal: Ineffective Company Website 4 External: Decreasing Sales & Customer Retention 4 Internal: Low Brand Identity & Equity 5 Business to Business 6 Market Analysis 7 Competitive Landscape 7 Competitors 7 Furniture & Room Design Services 8 Social & Cultural 9
V. Market Segmentation 11 Description/Percent of Sales 11 Target Effectors 11
VI. Alternative Marketing Strategies 12
VII. Selected Marketing Strategy 13 Website Improvements 13 Price promotion 13 Outsourcing & Specialization of Customer Service Expertise 13 Furniture Design Service 14 Automatic Re-Ordering System 15 Toner Recycling – Add “Green” Value 15 Increase Brand Awareness 16 Refurbish Logo 16 Join Trade Associations 16
VIII. Short & Long Term Projections 17 First Year Goals 17 Two Year Goals 17 Table 2. Marketing Plan Budget and Calendar 17
IX. Conclusion 18

Works Cited

Executive Summary

The company was founded in 1947 by a disabled Marine veteran, Thomas Kennedy, who believed in providing quality office supplies along with excellent customer service. The DOS logo was designed after Dawn, his first seeing-eye dog. AJK Consultant’s goal through the utilization of the customized and detailed data discussed in this marketing plan is to equip Dawn’s Office Supply with new positioning strategies and marketing objectives. These strategies/objectives are designed in a manner that should lead…...

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