MT219_Marketing_Unit2_Assignment_Michelle_Henderson

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Unit 2 Assignment 1 MT219: Marketing Michelle Henderson Unit 2 Assignment Dr. Miller November 20, 2023

Unit 2 Assignment 2 Unit 2 Assignment Introduction Lee is the owner of a travel company in the Dallas/Fort Worth area in Texas called “Your Dreams Will Come True”. Lee has made a great impact by helping the community plan their travel events throughout the course of her business. She wants to take her business to the next level in hopes of bringing in more clientele while providing superior services. Mission Statement Lee’s revised Mission Statement: Want the best family vacation without the hassle of planning? Come to Lee’s where your dreams come true! Situational Analysis Since Lee is in a popular city area, there is some competition out there. According to the U.S. Census Bureau, the combination of Dallas and Fort Worth population is currently 3,532,454 (U.S Census Bureau, N.D.). So, there are plenty of customers around. After doing a little research around the Dallas/Fort Worth area, I have noticed that a few travel agencies use the same website for business called Dream Vacations. To stand out from these competitors, I would like to build you your own website with all the bells and whistles to drag in customers. After doing this we can advertise through social media platforms, billboards, and even flyers that I draw up that will have your webpage address and QR code on it. We can also utilize a service that Google has for reviews to see where Lee needs to improve at and what she is doing well with her service. A competitive advantage that Lee would have is by offering to go to the customer for free if they are in the Dallas/Fort Worth area. For the sustainable competitive advantage, Lee could expand her free service of going to the customer to the surrounding areas of Dallas/Fort Worth as well.

Unit 2 Assignment 3 By doing this, it would leave a long-term benefit for the customers by providing her services within the comfort of her customer’s house (Indeed Editorial Team, 2022). Strengths  Offers services where she can come to you for planning  Has outstanding website  Known for being caring and understanding of what the customer wants Weaknesses  Not the only one who advertises through social media platforms  Other companies utilize their own websites too  Doesn’t have any promos yet Opportunities  Could gain more customers since she offers to go to them  If she expands her service area beyond DFW, she could gain more customers  Having unique advertising will catch more eyes Threats  Other travel agencies have promo codes for cheaper services  The more advertising that is done, the more money is spent  The competition in this area is big Marketing Objectives For Lee’s marketing objectives, we can utilize the S.M.A.R.T. goal method. Lee’s goal will be to increase sales by 3% and gain 5 new customers a month for the next year to achieve a new customer-based program which will include points reward initiatives to retain the new customers so that they keep coming back for more services. Marketing Strategy Lee’s target strategy will be aimed for anyone who loves to travel including but not limited to families, individuals, couples, and business partners that are traveling for their companies. Having a broad spectrum for customers means more business since it won’t narrow it down by specifics. The demographic for targeting customers will start in the DFW area but expand to the surrounding areas and then across the whole state of Texas, and finally throughout the United States as her company grows. The marketing penetration is where Lee will launch a rewards

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Unit 2 Assignment 4 program for existing customers to receive free products for their traveling needs. Lee will use market development by expanding her services beyond the DFW area to reach new customers. For product development, Lee could open a store where customers can go and buy necessities for their trips such as suitcases, soaps, toothpaste, etc. For diversification, Lee could partner with the local airlines such as DFW airport and come up with bundles to save money when you use her to book your flight and hotel stays (Lamb.C.,2020). Marketing Mix In order to have a successful business and obtain customers, you need to have a good marketing mix that includes product, place, pricing, and promotion. Lee’s products include her services for booking travel and her store that provides travel necessities. Her location for services will be prominently in the Dallas/Fort Worth area but will expand in time. Her pricing will be competitive but include discounts on products or services after the individual starts the rewards program. Implementation In order to turn this plan into a reality we will hire a crew of about ten people and rent a small office space in the city. Then, we will have two people for taking calls for scheduling appointments, three people to run the social media platforms for advertising, three people that will communicate to the DFW airport for flights, car rentals, and hotels, and two people that create and hand out flyers around the area. Lee will be promoting her services and convenience store by utilizing social media, billboards and flyers for advertising. Evaluation We will then evaluate this marketing strategy plan by keeping up with the books and analyzing the company’s growth by how much profit is being made each week from services and within

Unit 2 Assignment 5 Lee’s store. If the profits do not increase to the S.M.A.R.T. goal that was set, we will implement another one in its place and perhaps increase the rewards program at that time. Conclusion To conclude, as we utilize this marketing strategy, I believe we will see an increase in sales revenue as well as a great increase in new customers for Lee’s business. I believe that after a year of this marketing plan being in place, we will be able to expand Lee’s business nationwide. References: Bureau, U. S. C. (n.d.). Explore census data . Explore Census Data. https://data.census.gov/

Unit 2 Assignment 6 Indeed Editorial Team. (2022, June 24). Sustainable competitive advantage: Definition and examples - indeed. https://www.indeed.com/career-advice/career-development/sustainable- competitive-advantage Lamb, C. (2020). MKTG (13th ed.). Cengage Learning US. https://purdueuniversityglobal.vitalsource.com/books/9780357127889

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