Fluent Essays

This is the second milestone of your business plan—the marketing plan.Tasks:Research the market of the attached project.  generate a 6- to 7-page marketing plan for your chosen project. In your marketing plan, you should address the following points:Explain how the marketing plan targets the market segment.Provide a positioning statement for your project.Define the products and services you will offer.Develop and detail a pricing strategy you will use.Describe the promotion plan you will implement.Identify the target locations with an assessment of their viabilityAdditionally, tell me what  will you be consulting with the airlines about? Most consulting firms specialize in on 1-2 business functions like marketing and advertising, or accounting and finance.In your SWOT analysis you focused on the strengths and weaknesses of the airline industry, not the strengths and weaknesses of your consulting firm. Attached is the consulting firm document you will be using for the project as well as a sample paper for what is required. This is the second milestone of your business plan—the marketing plan.Tasks:Research the market of the attached project. generate a 6- to 7-page marketing plan for your chosen project. In your mark Running Head: BUSINESS PLAN Dave Logistics Consulting Company (DLCC) David Roberts Argosy University Dr. Noone Venture Description Issues in the airline pose many challenges to society. The emergence of Dave Consulting Company, DLCC aims to solve the problems in the airline industry by working with both public and private airlines in Florida. Some of the airports that Dave consulting group will be working with include the Orlando international port, Tampa International, Miami International airport as well as Fort Lauderdale International and executive airport. The impact of the airline industry within Florida is enormous, and this is the key reason as to why Dave consulting and logistics firm wants to work with the best airports in Florida (Epstein, 2017). Working with five of the 66 airports will help improve the state of the industry and identify some of the challenges that the industry faces. The airline industry is categorized into the commercial, general and the military aviation service. However, Dave consulting company focuses on working with the five airports to ensure that the services offered are appreciable. The airline industry is one of the most significant contributors to the global economy. Achieving global standards requires extra skills and knowledge from airline professionals. Dave consulting company seeks to elevate the status of the four companies by offering consultative services to the companies. It can create a healthy competition and increase the marketing margins based on the satisfaction levels (Petrović, & Bukvic, 2018). As a unique brand, we aim to offer both logistics and consultancy services to remain a competitive threat in the market. The concept, Mission and Vision of DLCC DLCC Concept Two entrepreneurs who are former employees of Charter airlines and Porsche Company developed the business plan concept. The two entrepreneurs Scaffold and David have a crucial objective of creating a business venture that suits the market and remains competitive. It’s defined by the passion and years of experience that they have in the field. DLCC Mission The company mission statement To be the best airline to employees, clients, and brand in the society which can lead to the establishment of the corporate social responsibilities in the air connectivity services. DLCC Vision DLCC aims to shape the American aerospace by offering commercial services that are reliable and sustainable to the society. Working with the best airports to provide transport systems can make Florida and America space secure territory. Values and culture The company values the safety of the clients. Thus, the areas it seeks to strengthen are credibility, integrity, and responsibility. As a competitive environment, DLCC will promote honesty in all the activities undertaken by the company. It is through the creation of a culture that complies with all the duties granted. Responsible employees that work under minimal supervision create fairness between the employee and the employer and is one of the cultures that DLCC seeks to employ. The competitive environment should employ a listening ability to the clients needs to identify the areas of weakness for corrective action. A corporate social responsibility that values the employee and local community needs remain a key priority. The company seeks to remain environmentally friendly by using components that are pollution free. Furthermore, improving the state of the community through the services provided creates a competitive environment that values the client. The company seeks to remain a unique brand based on the services offered. Justification While working at Charter flights, I realized that the company operations did not value the employee and the clientele safety was not up to standard. Due to the passion I had in the hospitality industry, I took a step closer to the realization of my dreams. I opted that venturing into the logistics and consulting services can create competition with other flight companies that do not offer consultancy. Incorporating consultancy was to market DLCC and become a brand of its choice. The structure of the company was also a priority, and that is why DLCC was set up to take care of the employees need. Understanding the state of the employees and employers became the driving force. The first airplanes were set in Miami international airport. To remain suitable in the market, we lowered the price of the air ticket. This was to attract the clients of all types. While working at Charters, I felt that corporate social responsibility was not sufficient. Both social, economic and environmental matters were not addressed. Primary focus by the Charter Company was on the ecological and economic responsibility with a little emphasis on social issues. Addressing the social welfare of both the employer and the employee was not valid. This led to team up with my fellow partner to create a business model that could focus on all the elements for competitive purposes. Research Methods Before creating my business plan, I conducted research to identify the gaps that are experienced in the airline industry. The airline industry contributes heavily to the GDP and the global economy. However, maintaining competitiveness remains a challenge due to poor follow up of services. The most growing industry stands to be the airline industry. However, the differential among the companies is the performance of the corporate social responsibilities (Eriksson, & Steenhuis, 2015). Part of the research was done by use of questionnaires and surveys where the respondents gave their feedbacks of other companies and what they feel should be improved. SWOT analysis While conducting the research, I realized that one of the weakness that face most companies is the passenger comfort, labor relations, fume events, congestion in the planes as well as technological implementations. These challenges have affected the industry leading to the collapse of some airline companies, as they cannot sustain the services required. The unit costs that are high cause a challenge and thus the establishment of the DLCC would focus on the conversions of services into profits (Axtman, & Wilck, 2015). Despite the weakness that is being faced by other companies, I feel that the significant threat that we will encounter is competition from the already established companies. Since competitors have issues in balancing the air travels and cost restructuring, DLCC seeks to ensure that it benefits from the unit costs by adjusting the travels to ensure issues of flight congestion are not present. This will create a competitive environment and grows over the years. When evaluating the strengths, I realized that the company would be beneficial to society. DLCC will become a leading operator in the US domestic market with proper structuring and investment. This will create a strong US regional airport presence that focuses on the client needs. The ability to remain a regional independent with high frequencies on all its routes will increase safety and offer safety to the clients. Competitiveness and client needs remains the area of interest (Mayo, Nohria, & Rennella, 2016). The strengths that the company relies on is a clear indicator of the extensive research that I did to ensure that there is no complacency in the market force. References Axtman, S. J., & Wilck, J. (2015). A review of aviation manufacturing and supply chain processes. International Journal of Supply Chain Management, 4(4). Epstein, C. (2017). Florida airports, FBOs slowly return to normal. Aviation International News. Eriksson, S., & Steenhuis, H. J. (Eds.). (2015). The global commercial aviation industry. Routledge. Mayo, A., Nohria, N., & Rennella, M. (2016). Entrepreneurs, managers, and leaders: What the airline industry can teach us about leadership. Springer. Petrović, D., & Bukvic, R. (2018). Contemporary Trends in the Development of Industry in the World and Serbia. This is the second milestone of your business plan—the marketing plan.Tasks:Research the market of the attached project. generate a 6- to 7-page marketing plan for your chosen project. In your mark Running head: BUSINESS PLAN BREAKDOWN: THE MARKETING PLAN 0 Business Plan Breakdown: The Marketing Plan Argosy University Business Plan Breakdown: The Marketing Plan Marketing Plan Targeting: The marketing plan will involve conducting primary research by speaking with local small business owners to determine the viability of the business. The research will begin with the team conducting interviews with the business owners they know or have previously worked with (Mariotti, S., Glackin, C., 2011, pg. 131). This will give the team insight into what human resources activities the local small business owners might find useful within that specific industry, as well as pricing strategies they may be open to considering. By speaking with acquaintances and friends first, the team is more likely to get honest and fair responses about their expectations of services and prices. Secondary research will also be used to evaluate the services of any competitors in the area, prices they charge, and any feedback from clients (Mariotti, S., Glackin, C., 2011, pg. 131). This can be done by doing online research using the company’s website, local business forums, Better Business Bureau reports, and financial publications. These are only some of the opportunities in which small business owners have access, in addition to alternative funding opportunities only offered to these businesses.  The market that Seven Cities Consulting will be focusing on is small to mid-sized businesses with 250 employees or less, in the Hampton Roads area.  This market can be separated into two major segments; the small businesses that work with government and military related products and services, and the small businesses that work with any non-government or military related products or services. Seven Cities Consulting will work with the latter, as the former already has a significant amount of consulting companies that cater to those types of industries, as opposed to only a few companies that focus on all other industries. The industries that will be included in the company’s market segment are local retail operations, restaurants, service industries, hospitality, real estate, etc. All three members of SCC have backgrounds and experience working in the majority of these industries, which will give them an insight into what companies might need, as well as contacts that are still working in those industries.     Positioning Statement:  Seven Cities Consulting is a small human resources consulting firm with a passion for providing other small businesses in Hampton Roads with more affordable, comprehensive, professional human resources services to help them build sustainable growth. Products and Services: Seven Cities Consulting will offer a variety of human resources services that companies can choose from depending on their individual needs and financial constraints. Benefits administration – consult clients on various types of benefits that they could provide to employees, the costs associated with each type of benefit, enrollment in benefits, and manage employee enrollment (www.shrm.org). Employee relations – consult employees on work-related issues, conflict resolution, and discuss policies and employee conduct. Performance management – includes setting expectations of appropriate conduct, developing employee skills, and evaluating employee performance to maximize efficiency. Onboarding – introducing new hires to the workplace environment, policies, procedures, and job functions for a smooth transition (www.shrm.org). Policy implementation – consult with clients to create company policies and procedures, evaluating current company policies, updating policies to reflect changes, and putting new policies into effect, including codes of conduct and standard operating procedures (SOP) manuals. Recruitment/employment – consulting with clients to determine which positions need to be filled, development of job descriptions and job postings, interviewing candidates, background and reference checks, hiring new employees (www.shrm.org). Affirmative action and employment law compliance – ensure equal opportunities and non-discrimination of minorities, veterans, women, and people with disabilities, labor laws, health and safety laws, sexual harassment, and FMLA compliance (Affirmative Action, 2016, para. 1). Payroll management – consult with clients on employee salary rates, oversee employee time management and overtime compensation, maintaining employee time and attendance software, and employee record management. Pricing Strategies: Seven Cities Consulting will offer services to clients in several ways in order to provide each client with personalized services that meet specific needs of the company. Benefits administration services will be charged on a project by project basis. These services involve researching various types of benefits, and determine the best options for the client’s needs, presenting the options to the client, and completing enrollment (How to Start, 2016, para. 60). Depending on the client’s employee relations needs, charges can be calculated on an hourly or retainer basis. Performance management can be billed using project rates, on a retainer basis, or by hourly rate depending on the client’s needs. New employee onboarding services will be offered on an hourly basis and will depend on how long the client’s onboarding process takes (How to Start, 2016, para. 60). Policy implementation will be subject to project rates which will vary depending on the type and amount of services required. Recruitment and employment services can be charged on a retainer basis if the client has long-term or high volume recruiting needs. Recruitment services can also be charged using project rates for short-term or simple recruitment or hourly rates if clients only require interviewing assistance. Affirmative action and employment law compliance will be offered on a retainer basis only. Payroll management services can be obtained by a retainer basis. Seven Cities Consulting offers clients a free 30 minute initial consultation (http://www.morconsultingservices.com/). Any additional consulting service charges will be charged on a case by case basis and agreed upon by the company and client. Promotion Plan: Seven Cities Consulting will use a variety of marketing strategies in order to reach its intended marketing segment. Its online marketing will include a company website, creating social media accounts including Facebook and LinkedIn, Facebook advertising, a company blog, Google AdWords, Google Places, community websites, and local directories (Schiff, 2014, para. 5). By using several types of online marketing tools, it increases the company’s exposure to potential clients and more chances to reach its target market. The company will use direct mailing, cold calling, client and acquaintance referrals, sponsoring local events and charities, visiting local small businesses to speak with owners directly, and joining local organizations. There are several programs within Hampton Roads that cater to these types of small businesses by offering certifications, services, and resources to help them succeed.  One program that offers services such as these is SWaM (small, women & minority), and SCORE which is a “national network of more than 11,000 entrepreneurs, business leaders and executives who volunteer as mentors to America’s small businesses” (Small Business Association Office of Marketing and Customer Service. [SBA], 2015, p. 7).   Additionally, the “Small Business Association’s (SBA) Women Business Center (WBC) program is a network of over 100 community-based centers that provide business training, counseling, coaching, mentoring and other assistance geared toward women, particularly those who are socially and economically disadvantaged” (Small Business Association Office of Marketing and Customer Service. [SBA], 2015, p. 10). Through programs like the Hampton Roads Chamber of Commerce, and SBA’s Resource Partner Network, small business owners are able to connect and network with one another and to get feedback about potential services, pricing, and build future business. Target Locations and Viability: Seven Cities Consulting focuses on the seven cities in the Hampton Roads area of Virginia which includes Hampton, Newport News, Portsmouth, Norfolk, Suffolk, Chesapeake, and Virginia Beach. Within these cities, the areas that will be targeted will be where businesses are more concentrated and can be accessed easily. They are also more likely to have the most business and a larger number of employees. Also, the company will target the popular tourist areas, as during the peak seasons, the small and mid-sized businesses will increase their staff to accommodate the increased business. The peak season also draws a large number of international students with temporary work visas that are looking for employment. The foreign workers add complication to employment laws, workforce administration, regulations, payroll, and benefits for smaller businesses.   References Affirmative Action. (2016). Retrieved February 1, 2016, from http://www.dol.gov/general/topic/hiring/affirmativeact How to start a consulting business. (2016). Entrepreneur. Retrieved from http://www.entrepreneur.com/article/41384 Mariotti, S., Glackin, C. (12/2011). Entrepreneurship: Starting and Operating a Small Business, 3rd Edition. [VitalSource Bookshelf Online]. Retrieved from https://digitalbookshelf.argosy.edu/#/books/9781256690818/ Schiff, J. L. (2014, May 8). 8 Expert online marketing tips for small businesses. CIO. Retrieved from http://www.cio.com/article/2376444/online-marketing/8-expert-online-marketing-tips-for-small-businesses.html Small Business Association Office of Marketing and Customer Service. (2015). Resource guide for small business: U.S. Small Business Administration: Virginia [Annual guide]. Retrieved from Small Business Association website: https://www.sba.gov/sites/default/files/files/resourceguide_3155.pdf