Business Plan for PC EXPRESS - Admission/Application Essay Example

BUSINESS PLAN FOR PC EXPRESS TABLE OF CONTENTS Executive Summary 2 Vision And Mission Statements 2 Description Of The Products 3 Marketing Plan And Promotional Strategy 4 Competitive Analysis 5 Human Resource Requirements 6 Financials 7 I. EXECUTIVE SUMMARY Computers Express is a retailer of Personal Computers, laptops, PC and laptop accessories, printers and other mobile phones. Located at Westminster Mall, near downtown Colorado, it offers computer units, cellular phones and accessories of varying brands and types. Besides PC units that are being sold individually, there are also packaged units sold at a slightly lower price. Computers Express targets low to mid-end users of computers. However, it will also carry a few units of high-end personal computers to provide the market with a wide variety of choices. Computers Express have good supplier relationships with leading PC brands Lenovo, Dell, Asus, Apple as well as cellular phones Sonny Ericsson, Nokia, Motorola, among others. Majority of its products are consigned items from direct distributors of personal computers. Terms and conditions, as well as warranties apply. It also accepts cash and credit card payments. The company will open its pilot store in Westminster Mall, but it also targets to expand in other commercial areas in Denver, and eventually to nearby cities in the state of Colorado. II. VISION AND MISSION STATEMENTS Computers Express aims to be the PC retailer of choice in Denver, targeting end users and individuals as its main market. It targets to be the preferred PC store for students and young professionals, who are looking for both fashion and functionality in their gadgets. It sees itself as the leading PC retailer in the state, providing individuals with cost efficient and highly advanced gadgets that are also fashionable and trendy. It plans to evolve hand in hand with technology in serving the needs of the target market. III. DESCRIPTION OF THE PRODUCTS Computers Express will carry the following product lines: 1. Personal Computers Computers Express will carry various desktop and laptop brands such as Asus, MSI, Apple, Lenovo and Dell. Some will be offered with packaged prices, incorporating other accessories such as speakers, coolers, even computer tables and laptop bags. This way, consumers will get the most out of their payments. 2. Computer Parts Parts such as keyboards, mouse, monitors, motherboards, optical drives and storage devices shall be offered individually as well. This is to help those who only wish to upgrade their existing units. 3. Computer Accessories Computer accessories include speaker and headset systems, networking peripherals, laptop coolers shall also be sold separately. 4. Mobile Phones and Accessories Mobile Phones include updated and top of the line products from leading brands Nokia, Sony Ericsson, Motorola, Apple, among others. IV. MARKETING PLAN AND PROMOTIONAL STRATEGY Computers Express plans to undertake the following marketing strategies to help launch and sustain the promotions of the retail store: A. Above the Line Advertising A successful launch is always accompanied by a tri-media campaign to ensure that the target market is reached. However, due to the limited advertising and promotions budget, it chooses to advertise mainly via radio plugs in local radio stations in Denver. Repeat exposure via radio advertisements would spark interest among listeners. Among the three mainstream media, radio is considered to be the most cost efficient as it requires the advertiser a fixed advertising cost, yet it allows the product to be continuously stimulating the consciousness of its listeners. B. Below the Line Advertising To maximize the costs allotted for advertising, Computers Express will utilize more below-the-line media to reach its target market, which are as follows: 1. Merchandising Strategic merchandising is the key to promote the new business. Billboards and signage, announcements in key points within the city play a vital role in the company’s promotions plan. Computers Express will ensure that the store name and location is displayed in two major billboard sites in two main entry points to the city. It will also display mini billboards and signage in public places such as shopping centers, supermarkets, subways, train stations and bus stations. There will be leafleting activities in areas where applicable. Target areas are university vicinities, and places with high foot traffic. Computers Express also aims to display posters in the universities, particularly in dormitories. 2. Promotional Activities Computers Express will partner with student organizations to support various school events and activities with the interest to plug and advertise the products and services. The management will allot appropriate funds for sponsorships of student projects that would enable them to advertise Computers Express among the target market. 3. Internet Marketing Internet Marketing has become popular because Internet access is becoming more widely available and used. Well over one-third of consumers who have Internet access at home report to using the Internet to make purchases (What is Internet marketing 2004). Moreover, statistics show that internet users increase at a rapid rate that in five years’ time, it is predicted that 80% of United Kingdom’s population will have a computer with Internet access at home (Advertising 2007). With this, Computers Express sees an opportunity thru Internet Marketing. Since target market is students and employees who are heavy internet users, Computers Express finds the potential of offering their products and services through a company website which lists down the product lines, and other pertinent details regarding their service. Computers Express will also tie up with other complementing brands such as book shops and magazine stands, and maximize co-branding and cross advertising in these companies’ websites. V. COMPETITIVE ANALYSIS Computer Renaissance, located at the College Avenue, Ft. Collins prides itself as not only offering computer units but also, creating solutions. It sells brand new as well as refurbished computer units and has been in the business for years already that it has several branches, both company-owned and franchised, all over the US. PC Brokers is another PC Retailer VI. HUMAN RESOURCE REQUIREMENTS Computers Express’ operating hours are from 10:00 AM to 9:00 PM. The total operations hours require two shifts of full time employees that would serve as the store’s sales crew. The following are the staffing requirements of the company: A. Managing personnel There will be one Operations Manager directly reporting to the owners, who would act as the over all managing personnel for the daily operations of the shop. B. Administration/ Finance and Procurement Officer In order to fully support the store operations, the administration officer ensures the efficiency of company assets to be able to deliver the desired products and services. He is also responsible in managing the store finances through timely and accurate monitoring of expenditures and earnings. As a Procurement Officer, he is also responsible in acquiring capital expenditures for the company and determines the number of stocks that the company should have, as well as manage the consigned items to ensure timely payment. C. Sales and Marketing Assistant This position serves as support of the Operations Manager in achieving their sales targets. He plans and plots advertising campaigns, media buying and placement, handles events implementation and coordination, and initiates partnerships and tie ups with other companies. He also monitors competitor activities and matches these with counter gimmicks and offerings. He reports directly to the Operations Manager. D. Sales Crew They are the front liners and handle the sales and customer service, as well as after-sales services for the store. VII. FINANCIALS A. Start up Costs B. Leasing/ Buying Location C. Cost of Supplies REFERENCES Advertising 2007. Retrieved April 24, 2009 from http://www.weblinx.biz/advertising.htm Computer Renaissance 2009. Retrieved April 2, 2009 from http://www.compren.com/ What is Internet Marketing 2004. Retrieved April 21, 2009 from http://www.what-is-net.info/what-is-internet marketing.html?gclid=COCs9JiE5YoCFQQeTAod5w7UyA Read More