Marketing Plan (Ass. 3 – week 4) – Defining your target market is at the heart of this section — age, HH income, available discretionary dollars, average spend in the category, frequency of purchase, media usage, etc. Details matter here. Also, as you build out your marketing plan, be very detailed and specific. I have included a few templates you may use to guide you through the process. Think through all target segments of your business – new customers, current customers (additional purchases and referrals), former customers (new purchases and referrals), etc. There are always multiple channels. Let me know if you have questions, and remember: it’s not enough to say, “Using word of mouth and social media because it is free.” That is not a marketing plan. You will need to consider digital advertising, traditional advertising, paid social, radio, outdoor, customer relationship management direct marketing for retention and referrals, etc. There is a marketing plan template in the course info section that will definitely help you.
Target Demographics From a media perspective
Marketing Objectives
Marketing Strategy
Social Media Marketing with costs
Mixed Media Marketing with costs
PLC/ILC/GIS (see assignment rubric)
Management Plan (Ass. 3 – week 3)
Roles and Responsibilities – job descriptions
Org Chart
Attracting and Retaining Employees
Healthcare Benefits
401k Retirement Plan
Compensation Package
Training Opportunities
6 Steps of Economic Decision Making (Ass. 3 – week 4) and how they apply to your business
BUSU
6
40
Week 4/Assignment 3
Sections 6 &
7
Marketing Plan & Management Plan
10
0 Points
Length: Up to 15 pages
Due: Sunday of Week 4 by 11:59 pm PST,
Submit Draft for Peer Review: Friday of Week 4 by Noon PST
Addresses Learning Outcomes: 3 & 5
IMPORTANT NOTES:
· Apply what you learned in your MBA program and if necessary, perform external research to refresh your knowledge base.
· Cite your references.
· If you incorporate illustrations into your narrative, be sure to fully explain your illustrations. You do not want your reader to interpret the illustrations, you must control the message. Provide an in-depth explanation of your illustrations.
· Use section headers aligned to the guidelines for each section (this way you are assured each requirement is included in your narrative).
Section 6: Marketing Plan
Write the marketing plan, including the items listed below.
Marketing Plan Guideline
· Provide a description of your product/service.
· Discuss the innovation your product/service brings to the marketplace.
· What is the problem/need the product/service solves or addresses?
· How will the product/service solve or address the customer’s needs?
· What are the features, advantages, and benefits of the product/service?
· Describe any product variances.
· Describe the social media marketing applications.
· Describe how GIS will be used to capture market data.
· Position in the PLC.
· Position in the ILC.
· Describe the plan for branding, including the use of logos, slogans, jingles, mascots, and color schemes.
· The value proposition.
· The marketing mix.
· The major characteristics of the target market (demographics/ psychographics/geographics).
· Competitive analysis.
· Total sales to this market in the geographic area.
· Total sales, year one, year five, and year ten.
· The percentage of demand this business expects to capture.
· The FMOT and SMOT for the customer.
· Marketing communication plan (internal and external).
· Customer relationship management plan.
· Eight pages minimum.
Section 7: Management Plan
Write the Management Plan, including the items listed below as applicable.
Management Plan Guideline
· Board of Directors & rationale for members
· Management and ownership
· Management staff structure with an organizational chart
· Key managers
· Talent management plan
· Diversity, equity, and inclusion plan
· Organization chart
· Job descriptions
· Recruitment plans
· Retention plans
· Compensation plan
· Rewards, bonus, recognition plans
· Training & development plans
· Insurance plans & costs
· Government rules & regulations (if applicable).
· Six steps of economic decision making as applied to your business
· Seven pages minimum
BUSU 640 Capstone Assignment 3 Rubric
|
Criteria |
Exemplary |
Proficient |
Developing |
Emerging |
|
Marketing & Management Plans (35% of total) |
40
The marketing and management plans are clear, easy to understand. Both plans are viable and interesting. The items listed in the guideline are included in the narrative. Marketing and Management Plans connect to the Strategic and IT Plans. |
32 The marketing and management plans are fairly clear, easy to understand. Both plans are fairly viable and interesting. Most of the items listed in the guideline are included in the narrative. Marketing and Management Plans fairly connect to the Strategic and IT Plans. |
2 8 The marketing and management plans are somewhat clear, easy to understand. One or both plans are somewhat viable and interesting. Some of the items listed in the guideline are included in the narrative. Marketing and Management Plans somewhat connect to the Strategic and IT Plans. |
24 The marketing and management plans are unclear, difficult to understand, and questionably viable. A few of the items listed in the guideline are included in the narrative. Marketing and Management Plans do not connect to the Strategic and IT Plans. |
|
Application (Theory to Practice) (20% of total) |
30 There are at least ten citations that demonstrate that theories support the content of the sections. |
24
There are at least seven citations that demonstrate that theories support the content of the sections. |
21 There are at least five citations that demonstrate that theories support the content of the sections. |
18 There is little evidence that research was performed. There is a lack of clarity that theories support the content of the sections. |
|
Critical Analysis (20% of total) |
10
Consistently employs critical analysis in discussing the issue(s). Effectively synthesizes and integrates data to draw valid conclusions, identify options, and make specific recommendations. |
8
Fairly consistently employs critical analysis in discussing the issue(s). Fairly effectively integrates data to draw valid conclusions, identify options, and make recommendations. |
7
Somewhat employs critical analysis in discussing the issue(s). . Somewhat uses data to draw somewhat valid conclusions and make general recommendations. |
6
Limited if any critical analysis in discussing the issue(s). Limited if any use data findings to draw conclusions, identify options, and/or make recommendations. |
|
APA (10% of total) |
10
Accurately adheres to 7th Edition APA standards; reference page and citations are correct. All sources listed in References are cited in the paper. Section headers are aligned to the guidelines of the assignment. |
8
Fairly adheres to 7th Edition APA standards; reference page and citations are correct. All sources listed in References are cited in the paper. Section headers are fairly aligned to the guidelines of the assignment. |
7
Somewhat adheres to 7th Edition APA standards; reference page and citations contain errors. References and citations in the paper may not match. Section headers are somewhat aligned to the guidelines of the assignment. |
6
Does not adhere to 7th Edition APA standards; reference page and citations contain errors. References and citations in the paper do not match. Section headers are not included in the paper. |
|
Writing Mechanics (15% of total) |
10
The paper is logical and well-written; spelling, grammar, and punctuation are accurate. Paper is the required length and includes a correctly prepared title page. |
8
The paper is logical and well-written but with minor (1 – 3) errors in spelling, grammar, and/or punctuation. The content may be 5% too long or short; includes a correctly prepared title page. |
7
The paper is somewhat logical and well-written but with several (4 – 7) errors in spelling, grammar, and/or punctuation. The content may be 10% too long or short, and may not include a correctly prepared title page |
6
The paper lacks clarity and may be confusing with numerous (8+) errors in spelling, grammar, and/or punctuation. The content may be 15% too long or short, and may not include a title page |
1
3
Paw Pals Boarding
Week 3 / Marketing Plan /
Management Plan
Anthony Bahlman
Department of Business, UMass Global
BUSU 640: Capstone
Professor Ginger Silverman
January 30, 2023
Our product is a pet boarding service called “Paw Pals Boarding”. Our service offers a safe and comfortable stay for dogs while their owners are away. We provide 24/7 supervision, playtime, exercise, and meals for dogs. Our facilities include indoor and outdoor play areas, private suites for each dog, and a grooming salon for pampering. We also offer dog training. Defining the target market for Paw Pals Boarding is essential to develop an effective marketing plan. The target market for Paw Pals Boarding consists of pet owners who are seeking high-quality, reliable, and affordable pet boarding services. The target demographics include pet owners who are between the ages of 25 to 55, with a household income of $35,000 to $150,000, and have available discretionary dollars to spend on pet care services.
Our product is our focus on providing a home-like atmosphere for dogs. We aim to give each dog a personalized and enjoyable experience while they stay with us. Our facilities and services are designed to provide dogs with comfort, love, and attention, and our trained staff ensures that each dog is well taken care of. The average spend in the pet boarding category is estimated to be $30 to $50 per day. Pet owners who use pet boarding services typically have a frequency of purchase of 1 to 4 times a year, depending on their travel and lifestyle. In terms of media usage, the target market for Paw Pals Boarding consists of pet owners who are active on social media and use online search engines to find pet boarding services.
Paw Pals Boarding is a pet boarding service that provides a safe and comfortable stay for dogs while their owners are away. In order to increase brand awareness and attract new customers, the company has developed a comprehensive marketing strategy that leverages both digital and traditional marketing channels. The marketing objectives for Paw Pals Boarding are twofold: to increase brand awareness and to attract new customers.
The marketing strategy for Paw Pals Boarding is designed to promote the high-quality, reliable, and affordable services offered by the company. To achieve these objectives, the company will utilize a combination of digital and traditional marketing channels. Digital marketing channels will include social media marketing and paid search advertising, while traditional marketing channels will include local print advertising and outdoor advertising.
Social media marketing will play a key role in promoting the services offered by Paw Pals Boarding. The company will focus on popular pet-related social media platforms such as Facebook, Instagram, and Twitter, where it will post updates, photos, and videos of its facilities, services, and dogs. This will give potential customers a glimpse into the product and allow them to see the home-like atmosphere and personalized approach that make Paw Pals Boarding unique. Additionally, the company will use social media to interact with customers, answer their questions, and gather feedback to improve its product.
Paid search advertising will be used to increase visibility on search engines such as Google and Bing. By appearing at the top of search results, the company will be able to reach a wider audience and attract new customers.
Local print advertising and outdoor advertising will also play a role in the marketing strategy for Paw Pals Boarding. Local print advertising will reach pet owners through local pet-related magazines, newspapers, and flyers, while outdoor advertising will use billboards and posters in high-traffic areas to reach a wider audience. In conclusion, the marketing strategy for Paw Pals Boarding is designed to promote the high-quality, reliable, and affordable services offered by the company. By leveraging digital and traditional marketing channels, the company aims to increase brand awareness and attract new customers. Through this comprehensive marketing strategy, Paw Pals Boarding will be able to meet the needs of pet owners and provide a safe and comfortable stay for dogs.
Social Media Marketing Cost Analysis:
The cost of implementing social media marketing as a part of the marketing strategy for Paw Pals Boarding is a crucial aspect that needs to be considered. The cost of advertising on different social media platforms such as Facebook, Instagram, and Twitter can vary greatly. On Facebook, for instance, the cost of a sponsored post can range from $10 to $50, based on the target audience and budget set by the company. Similarly, advertising on Instagram and Twitter may have a slightly different cost structure but is typically more expensive than advertising on Facebook.
Mixed Media Marketing Cost Analysis:
In addition to social media marketing, mixed media marketing channels such as local print advertising and outdoor advertising are also important components of the marketing strategy for Paw Pals Boarding. The cost of these marketing channels can also vary depending on the specific format and channel used. For instance, a full-page advertisement in a local pet-related magazine can range from $500 to $1,000, while outdoor advertising such as billboards and posters can cost anywhere from $2,000 to $5,000 per month.
PLC, ILC, and GIS Analysis:
The Product Life Cycle (PLC) for pet boarding services is currently in the growth stage, and the demand for pet care services continues to rise. This presents a great opportunity for Paw Pals Boarding to expand their market share and attract new customers. The Industry Life Cycle (ILC) for pet care services is also in the growth stage, which is a positive indicator for the company. The use of Geographic Information System (GIS) to capture market data, such as pet owner demographics, media usage, and purchasing habits, will also play a crucial role in refining the marketing strategy for Paw Pals Boarding. This data will help the company understand their target market better and reach out to them more effectively, thus helping to achieve their marketing objectives of increasing brand awareness and attracting new customers.
The success of any organization depends heavily on the clear definition of roles and responsibilities of its employees. A well-structured job description not only helps employees understand their tasks, responsibilities, and expectations, but also ensures accountability and improves overall efficiency. In the case of Paw Pals Boarding, clear job descriptions are especially critical in ensuring the proper care and well-being of the animals in its care.
Key Positions and Job Descriptions
Paw Pals Boarding has several key positions that play an important role in its daily operations. Each position is defined with specific duties and responsibilities that contribute to the success of the organization.
General Manager: The General Manager is the head of the boarding facility and is responsible for overseeing its daily operations. They ensure that all policies and procedures are followed, supervise staff, manage budgets and finances, and maintain the facility to the highest standards.
Assistant Manager: The Assistant Manager supports the General Manager in their duties and helps to ensure the smooth running of the boarding facility.
Dog Trainer: A fully qualified dog trainer is a crucial member of the staff and is responsible for providing obedience training to the animals in the facility. They also help train volunteers.
Kennel Technician: The Kennel Technician is the primary caregiver for the animals in the facility and is responsible for their care and well-being. They feed, water, and exercise the animals, clean and maintain the kennels, and provide medical care as needed.
Receptionist: The Receptionist is the face of the facility for customers and is responsible for greeting them, answering the phone, scheduling appointments, and maintaining records.
Groomer: The Groomer is responsible for bathing and grooming the animals, as well as maintaining the grooming area and equipment. They also assist with the care of the animals.
In conclusion, the clear definition of roles and responsibilities is essential to the success of Paw Pals Boarding. Each position is defined with specific duties and responsibilities that contribute to the overall well-being of the animals and the efficient operation of the facility.
Organization Chart:
Employee attraction and retention is a crucial aspect of business operations and success. At Paw Pals Boarding, a strong focus will be placed on attracting and retaining top talent in order to provide the highest level of pet care services to customers. A comprehensive compensation package, along with training and development opportunities, healthcare benefits, and a 401k retirement plan, will help to make Paw Pals Boarding an attractive and desirable employer.
Compensation Package:
The compensation package offered at Paw Pals Boarding will be designed to attract and retain top talent. The company will offer a competitive salary, based on industry standards and the experience and qualifications of each employee. In addition to a base salary, performance-based bonuses and other incentives may be offered to motivate and reward employees for their hard work and contributions to the company.
Healthcare Benefits:
Healthcare benefits play an important role in attracting and retaining employees. Paw Pals Boarding will offer a comprehensive healthcare package, which includes medical, dental, and vision insurance. By partnering with a healthcare provider, the company will offer group health insurance to employees, with a portion of the premium cost being covered by the employer. This helps to make the insurance affordable for employees, while still offering valuable benefits.
401k Retirement Plan:
A 401k retirement plan is an attractive benefit for many employees, and can help to improve employee morale and job satisfaction. Paw Pals Boarding will offer a 401k plan to its employees, allowing them to save for their future and plan for retirement. This benefit can play an important role in attracting and retaining employees, and can contribute to a positive work environment.
Training and Development Opportunities:
In addition to a comprehensive compensation package and benefits, training and development opportunities are also important in attracting and retaining employees. Paw Pals Boarding will provide ongoing training and development opportunities for employees, in order to enhance their skills, knowledge, and abilities. This can help to improve employee morale and job satisfaction, and can also benefit the company by improving the level of pet care services provided to customers.
In conclusion, attracting and retaining employees is an important aspect of business operations and success. At Paw Pals Boarding, a focus will be placed on offering a comprehensive compensation package, healthcare benefits, a 401k retirement plan, and training and development opportunities, in order to attract and retain top talent. This will help to ensure the highest level of pet care services is provided to customers, and contribute to the overall success of the business.
Training Opportunities:
Providing training opportunities is important for the development of employees and can also improve the overall performance of the company. Paw Pals Boarding can offer on-the-job training, as well as opportunities for employees to attend workshops and conferences. This will not only improve the skills of the employees but also show that the company values their professional development. It is also important to note that investing in employee training can lead to increased job satisfaction and a positive work environment, which can result in lower turnover rates.
Economic Decision Making Process and its Application to Paw Pals Boarding The six steps of economic decision making process are an integral part of the successful operation of any business, including Paw Pals Boarding. These steps include recognizing the problem, gathering information, identifying alternatives, evaluating alternatives, making a decision, and monitoring results. In the context of Paw Pals Boarding, these steps are applied as follows:
Identifying the Problem or Opportunity: In this step, the management of Paw Pals Boarding identifies and defines the problem or challenge they are facing. For example, they might be trying to increase the occupancy rate of the boarding facility, or they might be seeking ways to reduce costs while maintaining high-quality services.
Gathering Information: In this step, the management of Paw Pals Boarding collects data and relevant information to help them make an informed decision. This might include researching industry trends, gathering feedback from customers, and reviewing their financial records.
Identifying Alternatives: Based on the information gathered in the previous step, the management of Paw Pals Boarding will identify and list a range of potential solutions to the problem. For example, they might consider increasing their marketing efforts, offering discounts to repeat customers, or updating their facilities to provide more amenities.
Evaluating Alternatives: In this step, the management of Paw Pals Boarding evaluates each of the alternatives identified in step 3 to determine the pros and cons of each option. They consider factors such as the costs involved, the impact on quality, and the expected return on investment.
Making a Decision: Based on their evaluation of the alternatives, the management of Paw Pals Boarding selects the most appropriate solution and implements it. This might involve making a large investment in a new marketing campaign, or making changes to the boarding facilities to provide more comfort and entertainment options for the pets.
Monitoring Results: Finally, the management of Paw Pals Boarding monitors the results of their decision and adjusts their approach if necessary. This might involve tracking the occupancy rate of the boarding facility, reviewing customer feedback, and adjusting the marketing strategy if the desired results are not being achieved.
In conclusion, the six steps of economic decision making are a critical component of the success of Paw Pals Boarding. By applying these steps, the management can make informed decisions that benefit the business, while ensuring that they remain competitive and sustainable in the long term.
References
American Pet Products Association (APPA). (2020). 2020-2021 APPA National Pet Owners Survey.
Euromonitor International. (2021). Pet Care in the US.
Pet Industry Joint Advisory Council (PIJAC). (2020). Pet Industry Market Size & Ownership Statistics.
Social Media Today. (2021). The Importance of Social Media for Pet Businesses.
“Why Offer Health Insurance to Your Employees?” (n.d.). Small Business Administration. https://www.sba.gov/starting-business/hire-retain-employees/why-offer-health-insurance-your-employees
“The Benefits of a 401(k) Plan for Your Small Business.” (n.d.). Investopedia. https://www.investopedia.com/terms/4/401kplan.asp
Robbins, S. P., Coulter, M., & DeCenzo, D. A. (2020). Fundamentals of management. Pearson.
Principles of Economics by N. Gregory Mankiw (2017)
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