This plan includes the following sections: Analysis, where both an information audit and marketing audit inform the mission statement; Planning, where the key issues and market position applicable to the company are compiled into a strategic development structure; Implementation, where the aforementioned analysis is distilled into specific recommendations regarding product, placement, price, and promotion; and Control, where specific systems for monitoring and evaluation are framed within the context of the relevant organizational implications in terms of budget, staffing, and organizational structure.
Appropriate use of the recommendations included herein will position the management of LEHM to guide the marketing of the company's products and services so as to maximize operational revenue, profitability, and funding of future growth.
To assist with analyzing the company's market potential, I will perform an information audit designed to determine what needed information is lacking. I will perform a marketing audit to determine how well any current marketing resources are being used and then formulate a mission statement that management can use to help make employee's investment in the company's objectives undemanding.
An information audit will provide me with the necessary parameters for developing the plan. Management has supplied me with extensive operational and historical data of good quality. There is sufficient information to understand the operations of the company, the environment in which it functions, and some of the organizational objectives it seeks to attain. Unfortunately, there is scant information in terms of marketing. The organization does not have a formal marketing strategy. Accordingly, the supplied information is helpful for general awareness but useless in terms of marketing. Complicating the process, the company does not have any procedures in place for collecting information relative to its market. As set forth in the information plan below, management will need to focus on obtaining several key elements before a successful marketing plan can be put in place. Specifically, we need several sets of data: Demographic, Competitive, Political, Economic, Socio-cultural, and Technological. This information will allow the formation of an effective plan.
Management should attain the necessary information by accepting the following objectives and implementing the specific procedures recommended. The information plan is charted, rated, and explained below:
Timeframe to Complete
Create Data Card
Collect demographic data. As soon as practicable, management should utilize a simple data card to determine specific data on who is using the museum so that they can know their customers and identify any major market segments that could be targeted for marketing, i.e., their place in the market. This can be achieved by having visitors fill out a registration form upon entry to the museum, and staff completing the same form for school