Beruflich Dokumente
Kultur Dokumente
0 MARKETING PLAN
1.0.1 Introduction
Marketing and managerial process by which individual and group obtain what they
need and wants through creating product and values with others. Marketing plan is
one of the most crucial part that all business must focus in order to promoting and
introducing their product to the customers and public. A business must have a proper
marketing plan in order to sell their product and services. Marketing plan is the
process of introducing and selling their product to the public and it consist of market
target, market size, competitors, market share, forecast, marketing strategy and
marketing budget. Each business will have different marketing plan in order to
promote their products.
As a start up business, marketing plan is very vital part that we should focus
to make sure that we could manage if there are any obstacles occur during the
process. Furthermore, it also important to make sure that we could achieve the
number of target market and also the number of sales forecast.
In our company, we have marketing manager that will manage the marketing
plan make a precise and clear plan before we start to make our product to the public.
The marketing plan is manage in a systematic ways in order for the business to run
their business smoothly. Marketing manager has done the survey near the business
area and make the surrounding people familiar with our business field. In order to
give the best quality and friendly towards the customer, we need to identify and
determine the strength and weakness of the competitors that also exist follow with
the same type of business but with different concept.
1.2 Marketing Objectives
Marketing plans will provide valuable information to our customers. The objective for
marketing plan of A.S.H Group is as follows:
Our business provides a service and product to our beloved plant lover. The two
basic categories of hydroponic systems are Solution, or Liquid Culture and Medium,
or Aggregate Culture. In a Solution system, such as Aeroponics or Nutrient Film
Technique the plantsgrow directly in the nutrient-filled solution.
In addition ,the hydroponic plant requires very little energy to find and break
down food. The plant then uses this saved energy to grow faster and to produce
more fruit. Hydroponic plants also have fewer problems with bug infestations,
funguses and disease.
Product Description
Materials Buckets
Deep Water Culture
Ebb and Flow
mixture of nutrients
perlite
silica stones
pea grave
Target market is a group of customers that have needs and wants that can be
satisfied by the business through supply of goods and services. To ensure that
marketing efforts fulfill customers need and wants as well as bring profit, our
business will identify and focus our efforts on a selected group of customers. This is
to ensure that the marketing efforts taken are within the scope and capabilities of our
business.
Target market is the very important in marketing activities to sell our product
towards certain groups of customers and make sale from that. Without all the
customers, the business cannot run. Our business focuses the target market based
on demographic and geographic segmentation. The main target of A.S.H Group is at
areas of Johor Bahru..
1.6.1 Geographic Segmentation
Our company is located at the center of city where development are occurs there. This
is very strategic because we can have new customer that need our product and service
especially to construction company.
Market size is total potential revenue that is expected from the target market.
Estimation of market size required information regarding the particular market the
business intends to enter. The potential purchase includes purchase of the
competitors within the same market.
The main reason A.S.H Group located in the city center because the area is
the focus of the public. therefore, will facilitate the contractor to deal with us if they
are interested in the services we provide.
In order to determine our market size, we must take into consideration the
population of our target market within the place where we want to sell our products.
Based on the statistic information in the year of 2017 from our research, we find out
there are about more than 50,000 at Johor Bahru that have a hydroponics plant in
their house.
1.8 Competitors
Competitors refers to the order business that offers similar or replacing products
or services to the same target market. Since A.S.H is new and unknown,
customers to buy our product. We tried to make our competitors as our motivational
factors in order to increase our sales. So, we analyze our competitors by looking for
Market share is defined as the estimated potential sales of the business after taking
into consideration the market size and competitors influence. Usually market share
represent in
Green Lover Co.Ltd. has market share which is 45% because it has been in the
industry longer than other competitors while Garden Enterprise has 30% in a market
share. Plants Enterprise only has 25% in a market share because the business only
30%
45%
25%
Figure 1
After our business enter to the market, market share of Green Lover Co.Ltd and
Garden Enterprise remain the same as before which is 45% and 30%, while market
share for Plants Enterprise has been decrease in to 20%.
As we can see from the table below, the business is lower in first month. This is
because our business is new in market and there are many competitors were
established in this market.
In order to increase sale and maintain it to every month our management have
working very hard to ensure that we can achieve our target. Our marketing
department also plays a huge role to ensure that new idea will be generate to attract
more customers.
We assume that the sales for next year will be increased by 3% because we meets
customers satisfaction and good services.
= RM 815,760
We assume that the sales for third year will be increased by 7%. This is because our
business become more stable and we get more customers.
= RM 855,000
1.11.1Product strategies
Chillax Enterprise produce of high quality of hydroponics where we serve a vary
plants. . Therefore , our product are different from other company.
1.11.2Price strategy
For price, we decided to use price penetration method for set up our product price.
We sell our product at price RM 30,000 per set .
1.11.3Promotion strategy
As a new business in market, we must aggressively promote product to make sure
that everybody were informed and noticed about A.S.H Group existence and also to
against our competitors.
We use brochure, pamphlets, fliers and business card to give information
about our location and flavor that we offered to them.
MARKETING
MANAGER
SHAH IZZUDDIN
BN AHMAD
SHAFIEE
ADMINISTRATION FINANCIAL
GENERAL MANAGER
MANAGER MANAGER
IZZAT RIEZA
MOHD REDZUAN FAZRUL FAIZ BN
BN MOHD YUNUS IBRAHIM
OPERATION
MANAGER 1
IKHMAL BN ABD
HALIM
6.13 Manpower Planning
Position No of Personnel
Marketing Manager 1
Signboard
1500 - -
Fliers
- 100 -
Business card
- 90 -
Brochure
- 100 -
Banners - 100 -