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Marketing Plan Above The Rest Essay

9654 words - 39 pages

Marketing Plan for Above the Rest
Arnita McCoy-Dhaamin
Dr. Benjamin Bao
MKT 500-Marketing Management
March 15, 2012

Executive Summary
Above the Rest (ATR) is a professional staffing agency specializing in providing only veterans candidates for employment in the workforce. ATR Staffing will serve two distinct customers, companies requiring employees and veterans looking for employment. ATR Staffing will be based in Metro Atlanta, Georgia, but can supply qualified candidates to any location. With the projected increase of veterans exiting the military, there will be a great opportunity not only to assist veterans in acquiring employment but to also assist in supporting President ...view middle of the document...

Contents
Introduction……...………………………………………………………………………………...2
Market Segmentation and Production Positioning………………………………………………..4
Introduction……………………………………………………………………………………….4
Market Segment…………………………………………………………………………………...5
Target Market……………………………………………………………………………………...5
SWOT Analysis…………………………………………………………………………………...6
Strengthen…………………………………………………………………………………..…6
Weaknesses…………………………………………………………………………………....7
Opportunities…………………………………………………………………………………..7
Threats………………………………………………………………………………………....7 Market……………………………………………………………………………………………..7 Position……………………………………………………………………………………………8
Summary…………………………………………………………………………………………..8
Market Strategy for Products……………………………………………………………………...9
Introduction……………………………………………………………………………………….9
Product and Characteristics………………………………………………………………………10
Product Branding Strategy..…………………………………………………………………...…10
Product Line……………………………………………………………………………………...11
Services………………………………………………………………………………………12
Products………………………………………………………………………………………12
Organizational Strategy………………………………………………………………………….13
Services………………………………………………………………………………………13
Target Market………………………….…………………………………………………….13

Introduction………………………………………………………………………………………14
Pricing Strategy…………………………………………………………………………………..15
Pricing Tactics…………………………………………………………………………………...16
Legal and Ethical Issues……………………………………………………………………..17
Marketing Distribution Channel Analysis……………………………………………………….18
Distribution Strategy……………………………………………………………………………..19
Integrated Marketing Communication…………………………………………………………...20
Advertising Strategy……………………………………………………………………………..20
Advertising Strategy Measurement………………………………………………………………22
Promotional Strategies…………………………………………………………………………...23
Customer Satisfaction Measurement…………………………………………………………….24
Gaps in Customer Expectations and Customer Experiences…………………………………….25
Enhancing the Marketing Plan…………………………………………………………………...26
Competitor……………………………………………………………………………………….26
Strengthens…………………………………………………………………………………..26
Weakness…………………………………………………………………………………….27
Differentiating your Company…………………………………………………………………..28
Leader vs Follower………………………………………………………………………………29
Macro-Environmentall Issues……………………………………………………………………30
Legal……………………………………………………………………………………..30
Technological…………………………………………………………………………….31
Social……………………………………………………………………………………..31
Economic……………………………………………………………………………...…32
Most Significant Trend……………………………………………………………………….….33
Conclusion……………………………………………………………………………………….33
References………………………………………………………………………………………..35
Appendix 39

Marketing Plan
Introduction
This is a marketing plan for ATR Staffing agency, a staffing agency providing only veteran candidates for the workforce. ATR Staffing is located in the well-known Historic district of city of Decatur, Georgia. Due to the high quality of candidates accepted at ATR staffing, the company is poised to become a leading...

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