The targeted gross sales and other numerical goals are listed in graphs throughout the plan, as well as at the end. This plan has been created on the basis of secondary market research utilizing search engines and existing literature on the topic. All figures in the plan are listed in terms of 100,000 U.S. dollars.The following graph depicts projected sales for the years 2008 through 2011. As one can see, the sales goals increase slightly with each additional year that passes. The company strives to maintain continued growth and enter the next phase of the organizational life cycle.Just to Advertise's main objective is to make a fair profit in the advertising industry. This goal is to be reached by attaining the numbers that are reflected in the above chart and in the Financial Plan section. Their secondary objective is to continue to increase profits year after year. They shall achieve this goal through meeting or exceeding their targeted sales forecast.Just to Advertise strives to offer its customers high-quality and cost effective advertising services whenever and wherever they need it. The main clients of Just to Advertise are hotels and bed and breakfasts. The company, however, also services a wide array of small and medium sized businesses throughout the United Kingdom. Currently, the company serves the United Kingdom only and is seeking to branch its services into France. They plan to start serving the French market by appealing their services to hotels and bed and breakfasts that are located in France. Then, they will begin to branch out into servicing other types of small and medium sized businesses.
Keys to Success
Just to Advertise focuses on two keys to success. The first is Internal Factors, and the second is External Factors. They are both explained in more detail in the subsequent sections. The company believes that these two keys to success must both be present and fully operational in order for them to perform at their maximum level at any given time.
Basic internal factors lead the company to believe that it controls its own success. These are:
1. Marketing and Selling Power. The company makes its services attractive in order to attract the widest mix of customers. This approach has proven to be successful for the company's competitors and for the company's United Kingdom operations over the past year. The company plans to continue this practice in the new French market.
2. Overall Excellence in Meeting Promises. Clients purchase benefits rather than features. Both a claim and proof must be presented in order to realize a benefit. This company strives to succeed on every claim. Furthermore, the company believes that failure to do so is severely detrimental to the business. Company management respects the idea that every dissatisfied customer will not only fail to do repeat business with the company, but will also go off and tell a large number of individuals about the poor service that they received from the company. Just to Advertise believes that the customer is always right and that the customer comes first.
3. Generating New Business Leads in Order to Develop Visibility. The company obviously believes strongly in advertising, so they make their name well-known utilizing the vast amount of advertising resources that they have available to them. Developing a strong clientele is very important to the company in order to establish a good reputation in the markets in which they provide services. It is also important that the company builds strategic relationships with other companies and government