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Dave Logistics Consulting Company (DLCC)

David Roberts

Argosy University

Dr. Noone

Marketing Plan Targeting

Dave logistics and consulting Company intends to cover a wide area in the near future. Thus working with the five airports is just but a stepping-stone for the future. Before, the entry into the market, extensive research will be conducted by involving people working in the airline industry to give their opinions of how they perceive the industry and what areas should be of interest (Schlegelmilch, 2016). Employing such an approach increases the depth of working, as the clients will give their opinions.

The use of interviews and questionnaires was employed to get the opinions of different stakeholders, and clients in the market. As technocrats with experience in the airline industry, there vision and opinions was to help in expanding the market regions and offering subtle services to the people. Interviewing the people creates an interaction section where an individual can open up his or her mind for effective service delivery. Ideally, friends form part of business developers, as they are comfortable with any information that can help the people. We interviewed most of our friends to give us their ideas on the ways on which we could get more clients apart from the regions we had earmarked in Florida (Schlegelmilch, 2016). Some of the questions that we will interview friends will focus on the ways of improving the business, which marketing approaches should be used, promotion services that can be implemented to reach the market as well as the regions that the company should focus on for extensive maximization of services.

The questionnaires will be designed in an approach where there is maximum anonymity. Getting views will not be limited to the people living in our areas of focus, but other regions, as well as the company, aims to offer services within all states in America. As a start-up, the target regions will be improved upon commencement of the services. Identifying the ways that our competitors started their businesses is one approach that can enable as become a competitive force in the market.

Extensive research will be done through secondary sources to identify the startup finance that they used, which promotional services that were used, the charges that were set while getting into the market as well as the identification of environments of operation. We intend to ensure that our services are felt, and we cover a more extensive market apart from the regions of establishment (Tybout, & Ragsdale, 2017). Expansion after establishment can increase the market margins as well as create more opportunities for the people both directly and indirectly.

While establishing the business, the first airports that we shall work with are Orlando international port, Tampa International, Miami International airport as well as Fort Lauderdale International and executive airport. One year after establishment, we intend to expand our market base to Orlando Sanford international airport, Daytona Beach international airport as well as Fort Walton Beach airport. This remains our target areas after establishment of the business in the primary regions. The presence of beaches and other tourist activities within the target areas indicates the extensiveness of the market. Moving to such areas after establishment will improve the status of the company. However, much our vision focuses on expansion, the primary market that creates our reputation is the primary regions (Tybout, & Ragsdale, 2017). It is not possible for the company to grow to other areas without improving the market conditions in the startup regions.

The services that will be offered by DLCC will be extended to increase the market region. Converting companies from loss-making to profit-making is the critical agenda of the companies. The engagements of the company will focus on airline operations, network planning, the marketing strategies as well as reservations and distributions control. Expanding the regions of work will target a large market as many airline companies may require our services based on the gaps that are experienced. Ideally, the market will not focus on one company plane (Camilleri, 2018). We intend to work with planes that move within those primary regions from any company.

Positioning Statement

DLCC aims to improve the airline industry through its consultative services. Working with airline companies remain the primary objective. Thus, entry into the five airports to offer dynamic services that are affordable and convenient will help create a name for the airline companies that are facing issues (Camilleri, 2018). Sustainable growth and profits will be obtained as a result.

Products and Services

DLCC focuses on being the best in the market. Some of the products and services that will be offered under its profile include market positioning of the airline companies, corporate imaging, communication and advertising to create a competitive environment. Providing business services and operational management services forms part of the basic of DLCC.

Business services: Dave logistics and consulting company has a significant purpose of ensuring that the marketing and advertising services of the company are effective. Thus, improving the state of the airline can be done when there is a proper marketing strategy. Marketing can be done when there is control of the prices. We seek to ensure that the services offered to the people are satisfactory and the rates are accommodative to all.

Operational management: Dave logistics has specialized in monitoring airline operations. In the process, proper strategies can be used that improve the state of the company. Offering services in the airline operation through the implementation of mitigation measures can help solve the issues in the airline industry. Reservations and any distributions within DLCC shall be controlled for the benefit of the company. It exemplifies the target of the services and products that shall be offered within the airline industry under the company policies.

Pricing Strategies

Satisfaction is achieved when the prices are considerate. In DLCC, we intend to conduct a comparative analysis with our competitors. Setting prices based on the analysis of the market and its competitors can provide long-lasting issues. Since the objective of the company is to offer services to the clients at affordable rates, we intend to subsidize our prices to ensure that they are cost effective. The business services under appropriate prices can cause intense competition, as the prices will be favorable.

The other approach that we shall use to ensure that the prices are friendly is through a consultative approach with the client companies. Setting prices based on a delineated approach is useful, as the two parties will agree of the set prices. The price of each service will thus be provided to avoid working without a clear basis. The terms of agreement will thus be hourly, daily, weekly and monthly set depending on the requirements of the clients. Therefore, the programs and services will have specific prices to avoid conflict of interest among the clients and other parties.

Promotion Plan as a marketing strategy

The use of different promotional strategies will be implemented to attract the market segment. In any business environment, promotional services are applied as marketing strategies to improve both performances and introduce the business to new clients or opportunities. One of the marketing approaches that shall be used by the company is the online marketing approach. Online marketing is a practical approach that introduces products and services within the shortest time possible. The tools of use in the marketing process are Pinterest, Facebook, and Ads on the Google platform as well as Twitter. This tools will market the company and improve the performance of the company(Andrews, & Shimp, 2017). The exposure created when using the online platform is quite fast.

The company intends to start in five airports. Promotional strategies that will be used when starting the company are T-shirts, Caps as well as badges. Offering airline staff with company T-shirts and caps will advertise the company, as potential clients will have an interest in knowing what our company provides. Our clients shall also be provided with a badge that bears there company name and our company name. It will introduce as new clients who will want to enjoy from the promotions offered to our clients (Andrews, & Shimp, 2017). Therefore, promotional strategies will be effectively utilized to ensure success.

Creation of local programs to inform the clients is the other promotional strategy that can be initiated. The local events may include the customer care week. Award of the best employees and company per airport through certification programs can help shape the destiny of the company. The clients will be motivated and thus offer more opportunities for the company. Local events organized as part of the corporate social responsibilities can create a name for the company. This is through training of the clients on the best approaches that can be implemented in the company. Staff tournaments can be used to market the company. Through the competitions, other clients may want to join the program to be part of the team. This expands the network of work improving the state of the company.

Target Locations and Viability

We intend to start in the five airports in Florida. After 2-3 years, we shall expand our market base to Orlando Sanford international airport, Daytona Beach international airport as well as Fort Walton Beach airport. Expanding into the new airports will depend on how we are received in the five airports. It will be a measure of our success. Succinctly, our five airport regions are Orlando international port, Tampa International, Miami International airport as well as Fort Lauderdale International and executive airport.

Our prime focus is entering airports that are close to tourist attraction sites. The airports close to tourist's zones are busy with maximum activities due to the entry and exit of airplanes to the different destination. We intend to work with some airplanes due to the numerous activities present at the airports with limited consultancy services due to the excessive commitments. Working in the regions that have more activities will likely increase our market base as we intend to create a competitive atmosphere (Venter et al., 2014). The operations within the airports will determine the viability of the business

References

Andrews, J. C., & Shimp, T. A. (2017). Advertising, promotion, and other aspects of integrated marketing communications. Nelson Education.

Camilleri, M. A. (2018). Market Segmentation, Targeting and Positioning. In Travel Marketing, Tourism Economics and the Airline Product (pp. 69-83). Springer, Cham.

Schlegelmilch, B. B. (2016). Segmenting Targeting and Positioning in Global Markets. In Global Marketing Strategy (pp. 63-82). Springer, Cham.

Tybout, A. M., & Ragsdale, K. (2017). ThoughtWorks (A): Targeting and Positioning Basics for a Services Firm. Kellogg School of Management Cases, 1-12.

Venter, O., Fuller, R. A., Segan, D. B., Carwardine, J., Brooks, T., Butchart, S. H., ... & Possingham, H. P. (2014). Targeting global protected area expansion for imperiled biodiversity. PLoS Biology, 12(6), e1001891.