Beruflich Dokumente
Kultur Dokumente
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EXECUTIVE SUMMARY:
The target market for the store has been teachers working with in 20
mile radius of the store and active parents living with in a 10 mile radius. By
active parents, we mean parents who devote a relatively great amount of time
and money to their children’s growth and development. Active parents are the
target market for the stores planned expansion, not only they are interested in
the kinds of products sold by JM Bookstore, they are willing to spend heavily
on such products. They tend to be less budget conscious than the teachers
who shop at the store.
We do not expect major competition from new stores over the near
term. Because Educational Resources has operated for ten years without
expanding or even, to all appearances, updating its interior. We believe that
aggressive expansion is not in its owner’s plan. Thus, the major sources of
competition for JM bookstore are other types of retailers and big companies
of educational products. Despite this environmental threats, we believe that
our major strengths – the year- round availability of the store and the
expertise of the owners and sales staff.
Revenue and Expense for a person of 4 years
OBJECTIVES:
Our objective is to achieve 50% increase in sales by the end of year 2010. The
increase is to be achieving by expanding the total square footage of the store to include the
vacant space next door, for a total of 200 square feet. The increase in sales is to be
measured on monthly basis in comparison to the previous year. In spite of the cost
associated with increase size, we intend to keep our profit margin above 6% in year 2010.
we seek to return to our current pretax profit margin of 7.5% by the end of 2011.
MARKETING STRATEGY:
BUDGETS:
MARKETING EXPENSES
SALES STAFF P 40000
ADVERTISING, NEWSPAPER P 7000
SEMINAR SPEAKERS P 500
OTHERS P 300
TOTAL MARKETING EXPENSES P 47800
COST FOR ADDITIONAL SPACE
PREPARATION OF SPACE P 30000
ADDITIONAL RENT AND UTILITIES P 18000
P 1500 PER MONTH
P 48000
The budget of this marketing plan has shown above. The additional sale
person would cost p 20000 per year, bringing the total cost for sale staff to p
40000. The additional communication expenses would be P 4000 bringing the
total budget for promotion to P 7000. The total cost to expand into the new
location is P30000, to prepare the space plus an additional P 1500 per month
in rent and utilities.
IMPLEMENTATION AND CONTROL: