Scenario: Your company, recognizing the rising problem of parcel theft, has developed a…
Scenario: Your company, recognizing the rising problem of parcel theft, has developed a solution—a weatherproof, smart lock box, large enough for most packages, that can be installed on a homeowner or renter’s front porch or walkway. Rather than sell these boxes, your company plans to lease them, allowing for a continuous stream of revenue and greater market coverage. Your trained staff will do installations and removal of the boxes. Digital codes for the smart lock boxes are only known by the automated systems of major carriers (e.g. UPS, FedEx, and USPS), and are associated with each lessee’s physical address for as long as the lock box lease is in force at a given residence. You have been tasked with developing a marketing plan for the company to launch first in the city of San Diego in 2022. The company has a strong start-up team, but angel investors will be a key part of raising the capital needed to launch.
- > Introduction – 1 paragraph introduction to the company, its product, and the scope and purpose of the marketing plan.
- > Market Overview/Market Needs — 1-2 paragraph description of the industry in which the firm will operate, trends in that industry, and the specific market need(s) that justifies this new product coming to market. Include relevant data that will help demonstrate the market factors that you identify.
- > Competitive Analysis — 1-2 paragraph description of the company’s competitors (if any) as well as alternatives and substitutes that consumers currently use to try to meet their need.
- > SWOT Analysis and TOWS Matrix — A thorough analysis of both the internal and external SWOT elements as well as a robust strategy selection presented as a TOWS matrix. Make sure you include coding of each strategy back to the SWOT elements it addresses.
