teama_week6
Post on 08-Nov-2014
31 Views
Preview:
DESCRIPTION
TRANSCRIPT
ELECTRO-AIR PAD Solar Charging Station
Course Project - Marketing Plan Submission
K e l l e r G r a d u a t e S c h o o lM a r k e t i n g M a n a g e m e n t
M K T G 5 2 2
P r o f e s s o r : E l t o n H u g e e
F e b r u a r y 2 1 , 2 0 1 3
Team A
Olivia SykesCharles Shrum
Brandon McGriffDerek Carillo
Kareem White
Electro-Air PadMarketing Plan Submission1
1
TABLE of CONTENTS
2.0 Situation Analysis
2.1 Market Summary………………………….………………………………………...page 2-3
2.2 SWOT Analysis…………………………………………………………………….page 3-6
2.3 Competition………………………………………………………………………...page 6-7
2.4 Product (Service) Offering………………………………………………………….page 7-8
2.5 Keys to Success…………………………………………………………………….page 8-9
2.6 Critical Issues……………………………………………………………………….page 9-10
3.0 Marketing Strategy………………………………………………………………..page 10-11
3.1 Mission……………………………………………………………………………..page 11
3.2 Marketing Objectives………………………………………………………………page 12
3.3 Financial Objectives………………………………………………………………..page 12-17
3.4 Target Markets……………………………………………………………………..page 17-18
3.5 Positioning…………………………………………………………………………page 18
3.6 Strategies………………………………………………………………………......page18
3.7 Marketing Mix………………………………………………………………….....page 18-19
3.8 Marketing Research……………………………………………………………….page 19
4.0 Controls
4.1 Implementation……………………………………………………………………page 20-21
4.2 Marketing Organization…………………………………………………………..page 21-23
4.3 Contingency Planning…………………………………………………………….page 23
5.0 Conclusion………………………………………………………………………..page 22-25
REFERENCES………………………………………………………………………page 28
Electro-Air PadMarketing Plan Submission1
2
2.1 Market Summary
Approximately three quarters of the world's population now has access to a mobile
phone, according to a new study from the World Bank.
The number of mobile phone subscriptions has skyrocketed over the past 12 years. Fewer
than 1 billion mobile subscriptions were active in 2000, while there are six billion subscriptions
active today. Last year alone, mobile users downloaded more than 30 billion apps.
Additionally, the vast majority of today's mobile subscriptions (5 billion) are in
developing countries, a sign of mobile technology's importance in countries which haven't gone
through the expensive and difficult process of building land-based communications
infrastructure.
"Mobile communications offer major opportunities to advance human and economic
development –- from providing basic access to health information to making cash payments,
spurring job creation, and stimulating citizen involvement in democratic processes,” said World
Bank Vice President for Sustainable Development Rachel Kyte
"The challenge now is to enable people, businesses, and governments in developing
countries to develop their own locally-relevant mobile applications so they can take full
advantage of these opportunities.” This report highlights mobile-based development programs in
several countries, including the use of mobile payments in Kenya and job-search apps in
Palestine. Mobile apps are also playing a role throughout the developing world.
Electro-Air PadMarketing Plan Submission1
3
Smart phones and wireless data packages are still out of the reach of most people.
Therefore, many apps designed in developing countries are built as effective low-bandwidth
solutions, often employing WAP, SMS and other technologies now considered "low-tech" by
developers working with cutting-edge software and hardware.
The opportunity for Electro-Air to be used my 3 quarters of the worlds population and
growing is what we as a company are focused on. The market and advances in technology are
constantly changing and we intend to be ahead of the curve in regards to providing a platform for
all mobile devices to be fueled with power around the clock.
2.2 S.W.OT Analysis
External Factors Opportunities ThreatsResearch & Development The strength of our
organization rest in our commitment to R&D we operate 5 technological labs in various parts of the world devoted to the newest and best researchers gifted in eco-friendly mobile technology and power sources.
There are very few documented failures to learn from in building our technology. It will be the firsts of its kind in the market place. Due to our financial commitment given to research there is the probability of premature exposure to the marketplace due to technological leaks and internal bartering.
Technological Our youth is our strength in technological arenas in the marketplace. The evolution of new ideas, our commitment to cutting edge contributions from our team and by any means necessary freedom to create and test is what contributes to the overall synergy and culture.
Technologically always stem from the possibility of the lack of protection or misrepresentation of our intellectual property. More stable companies with deep pockets can always bring pressure of temptation in wanting to buy our idea before conception.
Competitive The industry offers two Keeping up with the market and
Electro-Air PadMarketing Plan Submission1
4
types of products, those that are built to work universally with any phone and those that are built for specific phones. Our company is offering a durable solution for charging with solar power at an affordable price point for universal use.
new products offered. Many of the products out are easily refined to meet customer needs. Most are easy to modify and as fast as the market changes it may be hard to obtain a patent before the new technology is outdated.
Consumer Our consumers are every person that has a cell phone primarily targeting those that travel often without the luxury or AC/DC power. There are a total of about 6 billion people around the world that subscribe to cell phone plans.
The market is saturated with low quality cheap products. It will be difficult to gain the trust of customers due to the unreliability and cheaply made nature of previous products. Marketing; it will be hard to market the product globally due to cost.
Legal/Regulatory As it pertains to our target market, commercial air traveler, the FAA has no current regulation not permitting our device on board any aircraft.
The Federal Aviation Administration could place stipulations on portable power sources. As with other electronic devices that may interfere with ground communication, they can be operated once the plane is at its cruising altitude.
Political The Solar Energy Industry Association says that over the last year around 52,000 residential rooftop systems were installed in the U.S. last year, 30 percent more than the previous year. Between 2010 and 2011, there was a growth of 109 percent for rooftop installations, including commercial buildings
Alternative energy, renewable energy has huge political backing. Though our product is very small, it could have a huge impact on our natural resources considering the larger number of portable electronic devices being continually recharged. With that being said, there should not be any negative political influences. Except maybe a future tax on renewable energy consumption.
Personnel Personnel have been in the Energy Industry with a combined 30 years
Training personnel at all levels to compete and stay relevant in a growing market
Offerings The need for traveling power source is in higher demandThe Market is not saturated
Other Energy companies coming into the market
Electro-Air PadMarketing Plan Submission1
5
with its kind
Management Management keeping personnel trained and knowledgeable
Management delegating the proper responsibilities are unknown
Economic Market growth, lifestyle changes, resolution of problems associated with current situations, positive market perceptions about our business, or the ability to offer greater value that will create a demand for our services. Inherent to these modifications are budgetary and time constraints.Long-term growth in renewable energy. Potential increase in government support and investor demand as oil and commodity process increase.Solar projects become more attractive as costs decrease due to technology improvements.
Rise in oil prices and the instability of airline personnel (e.g., attrition rate). Target audiences should be major airlines that focus on business class and international flights.Competition – existing or potential – is always a threat. Other threats may include intolerable price increases by suppliers, governmental regulation, economic downturns, devastating media or press coverage, a shift in consumer behavior that reduces our sales, or the introduction of a “leap-frog” technology that may make our products, equipment, or services obsolete. Most had negative earnings history.
Finance Financial manager has previous experience with multibillion dollar organization working with acquisition and procurement.
Financial manager may also be limited to the number of vendors s/he may patronize due contractual restrictions. That said, s/he must review both the demographic and geographic snapshot of the financial stability of global regions.
Marketing Marketing manager (Charles) has over 10 years of experience in the sales, marketing, and electronics. He is responsible for developing and maintaining marketing strategies to meet organizational objectives. Evaluates customer research, market conditions, competitor data and
No financial obligations or sponsors to drive marketing efforts. The marketing manager has not been provided the essential tools required to expose services to target audiences. Finance
Electro-Air PadMarketing Plan Submission1
6
implements marketing plan changes as needed. Oversees all marketing, advertising and promotional staff and activities.
Social Continued concern for the development of innovative resources and diversified geographic presence (e.g., sales in U.S., Taiwan, Southeast Asia, China, and Europe).
Highly saturated market. Larger companies provide solar wafers, silicon wafers for solar batteries, solar cells and panels segment, solar modules, solar power systems, semiconductor wafers, solar panels and invertors, and solar projects as well as integrated solar-power products.
2.3 Competition
As far as we can tell there are two types of competition for our product. The first type of
competition is conventional cell phone chargers. Conventional cell phone chargers are out dated
and require a power source to charge a cell phone battery. You must have AC or DC power to
supply power to your phone. The true competition for our product is those cell phone chargers
that are on the market that already offer a solar power advantage.
There are several that have been created, but through our research only one that is going
to be very effective. The reputation for most of the solar chargers currently on the market is that
there cheap and ineffective. A company called Solmate is our primary competition. It is a charger
that will offer a solar cell phone case accompanied by an iPhone app to monitor battery charging
status. Solmate is a relatively new company and has not generated the funding for mass
production at this time.
Electro-Air PadMarketing Plan Submission1
7
An advantage that we have over Solmate is that we are offering a solution that is
universal for all cell phones whereas Solmate’s charger is only built for the iPhone 4, 4S, and 5
model cell phones. Because Solmate is a recent startup company their charger is costly. Although
their product has a good reputation, the cheapest we could find to purchase it is around the $100
price point. Most of the universal solar powered cell phone chargers on the market are at a price
point between $20 and $40 dollars. We will be targeting ours to be less than $50.
2.4 Product (Service) Offering
With the Electro-Air Pad we’re offering an eco-friendly, convenient solution to “Energy
on the Go.” The Government has aggressively sought ways to help protect our ozone. One of
the solutions is a “Green World.” As the push for Americans continues to “Go Green” the
Electro-Air Pad will play an intricate part in the solution to help save our trees while protecting
the ozone. Electro-Air Pad provides a renewable and natural resource that is produced through
Solar cells that are utterly silent and non-polluting. As they have no moving parts, require little
maintenance, and have a long lifetime. Therefore, offering a sound and long-term financial
investment that is virtually worry-free.
Compared to other renewable sources Electro-Air Pad possesses many advantages. For
example, wind and water power relies on turbines, which are noisy, expensive, and predisposed
to break down after extensive use. The Electro-Air Pad is use to use. Simply, place on the
window of a vehicle or home for exposure to sunlight. The solar panels convert sunlight into
Electro-Air PadMarketing Plan Submission1
8
electricity, which is stored in the batteries and can be used to power portable electronic
appliances (e.g., mobile phones, mp3 players, etc.) while on the go, during flight delays, while
enjoying the scenery at recreational parks. It can also be paired with camping items such as
portable TV’s, space heaters, and other small household appliances.
2.5 Keys to Success
Electro-Air thrives in knowing that outstanding and rewarding services can be distributed
throughout the business world. The company observes several strong features for the services
provided:
1. The use of virtual office space to reduce operational expenses and costs to customers,
as applicable.
2. The ability to provide global services.
3. Strong financial resources to support business growth.
4. Unlimited business resources.
5. Display e a Positive Attitude!
6. Customer satisfaction. Be observant of their needs.
7. Determination and commitment.
8. Passion.
9. Persistence.
10. Designing and producing products that meet market demand.
11. Set and Achieve Goals.
Electro-Air PadMarketing Plan Submission1
9
12. Materials business margins/pricing pressure.
13. Sustainability, profitability, and transparency.
14. Ability to accept a risk. Assess the risk and then live with the consequence; success
or failure. Avoidance of risk leads to mediocrity.
15. Global economy.
16. Government subsidies.
17. Make wise choices.
18. Master your craft.
19. Designing and producing products that meet market demand.
2.6 Critical Issues
A critical issue that Electro-Air faces is the decision on how to reach our customer with
our product. The main questions are; “How will we get our product or service to the consumer”?
“What distribution channels will we use i.e. distributors, intermediaries, warehouses, retailers, or
the internet”?
Two of the tools in the marketing mix are product and promotion. Product strategy
focuses on the design and image of the market offering. Promotion strategy is a set of choices
about how, when and to whom the firm should communicate the product's benefits. The
marketing plan should ensure integration between the two (www.ehow.com).
Once the promotion part is perfected, Electro-Air as a company will reach a large portion
of its customers through internet sales, internet sales created by internet vendors also known as
Electro-Air PadMarketing Plan Submission1
10
E-Retailers. Distribution will be handled by same to lower shipping costs and other costs
incurred in that process.
As our product begins to grow, we will seek retailers and franchises to stock and sell our
product. A sales team will seek large technology retailers and franchises that carry devises that
care compatible with our product. Having an on-site agent to demonstrate our product will be
considered.
The Electro-Air Solar Charging Pad can be used by almost anyone at any time. Our main
focus and target market will be the millions of travelers’ at all domestic and international
airports. Having our product listed in onboard publications will help boost our internet sales.
Also having the product available at the airport by retailers like Shaper Image or other
electronics vendors will be key in distribution.
3.0 Marketing Strategy
As defined by the American Association of Advertising Agencies, integrated marketing
communications (IMC) is a concept of marketing communications planning that recognizes the
added value of a comprehensive plan. Such a plan evaluates the strategic roles of a variety of
communications disciplines—for example, general advertising, direct response, sales promotion,
and public relations—and combines these disciplines to provide clarity, consistency, and
maximum impact through the seamless integration of messages (Keller 491).
Multiple-Vehicle, Multiple-Stage Communication Campaign will be launched to aid in
the success of Electro-Air. Using multiple tools to reach our market is critical. Our product will
Electro-Air PadMarketing Plan Submission1
11
be advertised in technical and electronic magazines such as Popular Science. To reach our
traveling market, magazines such as Sky Mall will also hold advertisements and links to order
our product. Marketing will also take place in all gates at large international airport, using
existing marquees and walkway posters and billboards.
An internet campaign will be launched in coordination with our E-retailers. Having this
tool will enable Electro-Air to reach a larger customer base. Internet sales are what will get our
product heading in the right direction. Those looking for the newest and best technology will
resort to the internet for their search and ultimately a purchase online.
We will demonstrate our product at technology expositions. This will allow for free
advertisement as blogger and writers introduce our product to the world. Swag and other
propaganda will be displayed at these large shows.
3.1 Mission
3.2 Marketing Objectives
The Electro-Air Pad charging station will be positioned as a product that offers a flexible
source of energy for portable devices while also providing a cleaner environment. Electro-Air
Pad’s method of positioning involves delivering the importance of ways to save our
Electro-Air PadMarketing Plan Submission1
12
environment that meet the government regulatory policies and are also in association with the
“Going Green” movement. Under the Recovery Act, (United States General Services
Administration (GSA) (2009) offers environmental services and products to federal agencies
that assist with the improvement of our nation’s energy usage and to preserve the environment.
This positioning would be accomplished by placing special emphasis on the harmless
nature of the Electro-Air Pad. The high levels of perceived benefits are associated with the
quality of work executed by our engineering team. The reliability of our product as a safe and
durable device will gain the interest throughout most major markets. The market price is
consumer friendly and the level of difficulty is as simple as plugging a television set into an
outlet. The Electro-Air Pad is positioned as having an immediate, tangible benefit for the
consumer.
3.3 Financial Objectives
Operating Budget
Electro-Air PadMarketing Plan Submission1
13
Q1 Q2 Q3 Q4 Y1 Total Q1 Q2 Q3 Q4 Y2 Total
Revenue 68,384 68,853 72,651 74,987 270,949 88,286 90,236 90,236 90,236 358,994
Rent 1,500 1,500 1,500 1,500 6,000 1,750 1,750 1,750 1,750 7,000
Business Property Insurance 400 400 400 400 1,600 500 500 500 500 2,000
Business Licenses 65 65 65 65 260 65 65 65 65 260
Total Fixed Cost 1,965 1,965 1,965 1,965 7,860 2,315 2,315 2,315 2,315 9,260
Variable Costs:
Contract Labor 30,350 30,350 32,240 32,240 125,180 39,550 39,550 39,550 39,550 158,200
Memberships - - - - - - - - - -
Marketing 22,450 22,450 22,450 22,450 89,800 22,450 22,450 22,450 22,450 89,800
Supplies 1,500 1,650 1,800 1,915 6,865 2,001 2,001 2,001 2,001 8,004
Equipment and Supplies 350 350 350 350 1,400 350 350 350 350 1,400
Travel 5,656 6,545 5,000 5,000 22,201 5,000 5,000 5,000 5,000 20,000
Communication Reimbursement 650 650 650 650 2,600 650 650 650 650 2,600
Total Variable Costs: 60,956 61,995 62,490 62,605 248,046 70,001 70,001 70,001 70,001 280,004
Total Operating Cost 62,921 63,960 64,455 64,570 255,906 72,316 72,316 72,316 72,316 289,264
Net Operating Income 5,463 4,893 8,196 10,417 15,043 15,970 17,920 17,920 17,920 69,730
Detailed Cost Breakout
Fixed Cost Per Month
Per Quarter Per Year
Electro-Air PadMarketing Plan Submission1
14
Rent 500
1,500 6,000 Office Suites - Monthly rental expense is $225, which includes business address, business phone service, and business space as needed.
Business Property Insurance
133.34
500 2,000
Business Licenses
16.66 65 215 The estimated fess for a business license is $215 first year(includes fess to the Secretary of State’s Corporations Division, local legal organ (legal newspaper) in the county of the registered agent, trademark andservice mark, annual fees, and renewal for first year of operation). Additional $30 annual fees and $15 every 10 years for renewal of trademark/service mark plus Miscellaneous (e.g., postage).
Total Fixed Cost
$2,315
Variable Cost
Contracting Contract is based on 20% of Revenue. Listed below is a breakdown of
Electro-Air PadMarketing Plan Submission1
15
Labor the projected pay ranges and type of contractor (s) required
Rate Per Hour
Total Hours Total Cost Per Quarter
Administrative
8 1,040 8,320 2,773.33
Accountant 8 1,040 8,320 2,773.33Junior Accountant
8 1,040 8,320 2,773.33
Marketing 12 1,560 18,720 6,240.00Human Resources
12 1,560 18,720 6,240.00
Management 18 2,340 42,120 14,040.00Management 18 2,340 42,120 14,040.00
84 10,920 146,640 $48,879.99
Memberships Atlanta Chamber of Commerce
Electro-Air PadMarketing Plan Submission1
16
Marketing Marketing will be based on 5% of Revenue and Radio Advertisements.
Supplies Supplies are based on 2.5% of Revenue for the purchase of stationary, toner, and additional miscellaneous supplies as needed and/or required.
Equipment Rentals
Cloud server rental and additional miscellaneous services as needed and/or required for business operations.
Travel Expenses
Travel is based on 10% of Revenue and will be topped at $7,000. Travel is necessary in order to assist with developing the company and/or to meet the needs of potential clients/customers.
Communication A flat rate of $650 will cover any communication(s) reimbursements per quarter. A virtual office includes internet and other communication resources.
Advertising and Public Relations
$6,500 Public Relations - $52,000 (e.g., $26,000 per year for two years).
$2,000 Promotional Materials - $8,000 for first year (@ $2,000 per quarter).
$6,500 Billboards (@ $6,500 per quarter).$5,500 Television [for one 45-second commercial (during prime-time
segments)] - @ $5,500 per quarter. $350 Online (pay-per-click) - $1,500 for first year$4,000 Direct Mail (@ $1,000 per quarter)
$24,850.00
Break Even Analysis
Electro-Air PadMarketing Plan Submission1
17
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4Revenue 57,458 65,853 72,651 74,987 88,286 90,236 90,236 90,236
Total Operating Cost 62,921 63,960 64,455 64,570 72,316 72,316 72,316 72,316 289,26
Percentage of Revenue
1.07 -0.35 -0.35 -1.36 -0.71 -0.71 -0.44 -1.87
Electro-Air PadMarketing Plan Submission1
18
FINANCIAL OBJECTIVES
Initial marketing expenses are relatively high as we are seeking to become known in this market. As our market share increases, capital and revenue for the business are also generated. Hence, we will reinvest funds into the business and adjust our marketing strategies.
After the initial stages of design and implementation, we expect to:
Achieve a growth rate of 5% by the end of the first year.
By the end of the first year, reach 15% of customer contacts through Internet and e-marketing efforts.
Diversify our revenue stream through increased activities to account for 20% or more of our total revenues.
3.4 Target Markets
The target market for Electro-Air Pad products are active, tech-savvy individuals, who
are between the ages of 12 and 45. College students who are assigned an iPad and laptop as a
source of “class material” will find the Electro-Air Pad very useful, especially on a multiple
class day when all the outlets in class are in use. Adventurous minds who like to campout and
travel would find our product to be very useful as well as a convenient method for energy source
while “on the go.” Families with children would find this most useful on road trips when the
Leapfrog pad battery has died or the portable TV used out by the camp fire has no other power
source accessible. Career parents who are involved with “work on the go” are ideal candidates
for Electro-Air Pad products as well. In short, they like to “go play outside” just as much as the
kids.
The active families and students, who represent a demographic group of well-educated
and successful individuals are single or married and raising families. Targeted households will
Electro-Air PadMarketing Plan Submission1
19
be those incomes generally ranging from $40,000 to $80,000 annually. Despite their
comfortable incomes, these consumers are price conscious and often seek value in their
purchases. Regardless of their age, whether they fall in the upper or lower end of the target
market range, or are a college student, they lead active lifestyles. They are somewhat “status
oriented,” but not overly so. They prefer to be associated with high-quality products, but are not
willing to pay a premium price for a certain brand. Potential Electro-Air Pad consumers
generally reside in inner-cities. However, one of our future goals is to target consumers in the
Midwest, the southern region, and rural areas as well.
3.5 Positioning
The Electro-Air Pad charging station will be positioned as a product that offers a
flexible source of energy for portable devices while also providing a cleaner environment.
Electro-Air Pad’s method of positioning involves delivering the importance of ways to save our
environment that meet the government regulatory policies and are also in association with the
“Going Green” movement. Under the Recovery Act, (United States General Services
Administration (GSA) (2009), offers environmental services and products to federal agencies
that assist with the improvement of our nation’s energy usage and to preserve the environment.
This positioning would be accomplished by placing special emphasis on the harmless
nature of the Electro-Air Pad. The high levels of perceived benefits are associated with the
quality of work executed by our engineering team. The reliability of our product as a safe and
durable device will gain the interest throughout most major markets. The market price is
consumer friendly and the level of difficulty is as simple as plugging a television set into an
Electro-Air PadMarketing Plan Submission1
20
outlet. The Electro-Air Pad is positioned as having an immediate, tangible benefit for the
consumer.
3.6 Strategies
Our strategic plan is to offer our consumers an affordable portable environmentally
responsible charging solution for their electronic devices. We are targeting all age groups and
consumers that have a need for portable charging. We recognize a large target market in the
travel industry. There is not a good alternative for portable environmentally safe charging on
airline flights. Our competitive advantage is our ability to charge electronic devices through solar
power. Using solar power reduces the need for AC or DC power and can be done almost
anywhere.
There isn’t a large need for adjusting to market conditions. The market for portable
electronics is growing stronger every day. With the growth is the need to charge those devices
and more importantly have the ability to charge on the go without being tied to a wall or a car.
The main port of charging used on portable electronics is a USB charger. Therefore we are
equipping our product with a USB charging port to be compatible with the most common
products on the market.
3.8 Marketing Research
Electro Air is blessed with the good fortune of being located in the center of a major
airline hub: Hartsfield-Jackson Atlanta International Airport. Electro Air is easy on the
environment and harnesses solar energy: one of the most freely available resources. This
provides an opportunity for Electro Air to establish a presence in the small business venues
Electro-Air PadMarketing Plan Submission1
21
during the anticipated upcoming growth period. Electro Air will initially focus/concentrate on
establishing potential consumers and businesses in the test area (Georgia) before considering
expansion into other areas. By doing so, Electro Air will be able to test its products thus
providing extensive product testing, which will likely provide valuable product feedback and
ultimately product and design improvement(s). Electro Air will not segment its market as the
company wishes to build clientele as quickly as possible.
4.1 Implementation
Milestones for implementing our plan
March 2013 Raise funding to support;
Company operations Research and development Staffing Location
May 2013 Secure location Recruit and hire staff to include engineers Begin designing products
June 2013 Continue to raise capital
August 2013 Present prototype to investors
September 2013 Begin Marketing the product
Research advertising Social media
Electro-Air PadMarketing Plan Submission1
22
Test markets Build a customer service center
October 2013 Begin building product for test markets
November 2013 Roll out product to test market (in time for thanksgiving travelers) Collect sales data Collect and process data from customer feedback and reviews
January 2014 Begin mass production of product
February 2014 Begin advertising for mass release
March 2014 Expand our market to accommodate mass release
May 2014 Mass release of product to our target markets (in time for summer vacations from
school)
July 2014 Collect data from Customer Service Center to continue with improvements
4.2 Marketing Organization
If you are the Chief Marketing Officer, who else is on your support team?
Electro Air’s support staff consists of the following personnel:
Electro-Air PadMarketing Plan Submission1
23
Derek Carillo - Derek Carillo began with Electro Air in early 2012. Derek holds the
position of Co-Manager of the Southeast region of the company. Mr. Carillo is a strong critical
thinker improving operations through judicious decision-making, meaningful interactions, and
strong understanding of legal and political principles. He is a Veteran of the United States
Army where he served as a Military Police Officer and holds a strong presence in the areas law
enforcement. Mr. Carillo is a graduate of DeVry University with a Bachelor of Science in
Human Resource Management. He currently attends Keller Graduate School of Management
with a desire to obtain a Master of Business with a focus in Human Resource Management. …
Brandon McGriff -
Charles Shrum - Charles Shrum’s started with Electro Air the summer of 2011 and serves
as the Senior Marketing Member and Manager of the Southeast region of the company. His
background includes public, state, and federal industries of all sizes. His industry background
includes accounting, marketing, publication, telecommunications, and retail. Although his
primary background is sales, he is also knowledgeable in system implementations, software
automations, etc. His background in accounting and systems allows him to evaluate and redefine
business processes to make better use of company resources, efficiently, and effectively.
Olivia F. Sykes - Olivia F. Sykes is a skilled writer and is trained in the implementation
of highly visible advertising, sales and marketing strategies which include, implementing and
testing demand generation government programs, analysis, processes, and execution. She is an
alumna of Thomas A. Edison State College and Columbia Southern University, where she
Electro-Air PadMarketing Plan Submission1
24
graduated with a Bachelor of Arts in Humanities and a Graduate Certificate in Human Resource
Management respectively. Olivia is currently pursuing a Masters of Public Administration.
Kareem White - Kareem White began his career in logistics and project management,
sales, promotions, and marketing in 2003, working for a number of logistics companies. Kareem
is a graduate of DeVry University where he received a Bachelor of Science in Human Resource
Management and is presently pursuing a Master of Business Administration with a concentration
in Project Management.
Accountant - Vacant
Developer/Analyst - Vacant
Information Technology Specialist - Vacant
Software Engineer - Vacant
** Payroll, human Resources, sales and marketing may be performed by current staff until
revenue increases is voted and approved by stakeholders.
4.3 Contingency Plan
5.0 Conclusion
A detailed analysis of the global opportunities for Electro-Air Pad products has been
completed. Using our research and development team through discussions, the project was
headed by our International Marketing Manager Derek Carillo. The analysis illustrates
opportunities that exist in order for Electro-Air Pad to compete globally. Electro-Air Pad’s
Electro-Air PadMarketing Plan Submission1
25
analysis will illustrate that certain markets are a better match our initial global venture. Based
on our research and thorough review of the market, we have determined that Electro-Air Pad
should make its first global appearance in the United States, with its concentration focused on
major and international airports and airlines. The principal reason for selecting airports and
airlines over the general populace may be attributed to population frequented by airports. For
example, Hartsfield-Jackson Atlanta International Airport has been identified as the world’s
busiest airport, according to List25.com. Since 2000 Hartsfield-Jackson Atlanta International
Airport has serviced roughly 92 million passengers annually. It is the major hub of several
major airlines including Delta and Southwest Airlines and consists of 199 gates total (Retrieved
from List25.com, Pegg, D. (on February 12, 2013). By introducing Electro-Air Pad, we are
afforded the opportunity to gain the attention of millions at one location.
Another reason for selecting the United States and major airports such as Hartsfield-
Jackson Atlanta International Airport for global entrance is because it reduces the travel time
and costs for our marketing and development team. If there are any concerns, Electro-Air Pad
can immediately handle all issues personally without requiring the assistance of consulting
firms or from traveling abroad. Additional factors that are positive include, weather,
governmental regulations, transportation, and network in the “Going Green” industry in
addition to attitude towards environmental protection. All of which will likely benefit
Electro-Air Pad’s progression as we tap into an untouched market. We have determined
through our marketing department that a manufacturing joint venture would not be necessary as
an entry strategy. This will allow Electro-Air Pad to enter the market with a greater possible
gain on its investment. The major parts required for manufacturing the Electro-Air Pad will be
produced from a residential facility converted to meet all governmental specifications, which
Electro-Air PadMarketing Plan Submission1
26
would allow Electro-Air Pad’s R&D team to produce and manufacture products available for
the market to be sold without governmental restrictions thus mitigating the probability of
incurring significant facility costs. Moreover, this will allow Electro-Air Pad to move its
product toward the consumer subsequently avoiding the possibility of reestablishing new
distribution channels. A sales staff is being considered and maybe required after the initial push
into the market, but only after our initial launch. Currently, the existing staff will continue to
work with leaders to sell and promote Electro-Air Pad mainly in part because they have
firsthand knowledge and experience in the development of the product. Electro-Air Pad will
incorporate a price skimming strategy early on, because of the limited competitors in the market
for this particular product.
References
Meet the SolMate: This case charges your iPhone in the sun (and shade) - GeekWire. (n.d.).
GeekWire - Dispatches from the Digital Frontier. Retrieved January 21, 2013, from
http://www.geekwire.com/2012/meet-solmate-case-charges-iphone-sun-shade/
Advantages of Solar Energy. (n.d.). Bristol University School of Chemistry. Retrieved January
21, 2013, from http://www.chm.bris.ac.uk/webprojects2003
Goldfayn, A. (2010, February 26). www.consumerevangelists.com/. Creating Customer
Evangelists. Retrieved February 3, 2013, from www.consumer evangelists.com/required-
reading/
Keller, Philip Kotler and Kevin. Marketing Management, 13th Edition. Pearson
Learning Solutions. <vbk: 9781256083979#outline(24.4)>.
Electro-Air PadMarketing Plan Submission1
27
Handlin, A. (n.d.). Critical Issues for a Marketing Plan | eHow.com. eHow | How to Videos,
Articles & More - Discover the expert in you. | eHow.com. Retrieved January 21, 2013,
from http://www.ehow.com/info_7830740_critical-issues-marketing-
plan.html#ixzz2IZkqaOfa
Parmele, C (1994). Target Market, Retrieved from http://articles.bplans.com/business/target-
marketing/94
top related