Assignment: Research-based Marketing Plan Revised Final Proposal - Pricing, Promotion, and Distribution Channels TOPIC : Mobile Home Property Developer and Manager Assignment: Research-based Marketi

Internal and External Marketing Environments

The marketing environments include the forces and actors outside marketing that affect the management ability of the marketing department to build and maintain successful relationships, both inside and outside the company.

Internal marketing environments include the company's core competencies and what the company does or manufactures. The existing knowledge, patents, facilities, and capabilities can be applied to the new markets and the new products they consume and improve the existing offerings from both competitors and the company's previous products and services. It is also essential to maintain the company's competitive advantage.

When it comes to competitors, JCJ Inc. needs to identify them and know their strengths and weaknesses in a SWOT analysis. It also needs a proactive strategy instead of a reactive one, such as gathering publicly available information on the company's competition and avoiding legal action. With the products and services offered, the company has figured out how to keep consumers engaged by using band loyalty.

In a corporate partnership, the firm is part of an alliance. Therefore, the company needs to align with the suppliers and competitors for seamless management and effective logistic systems (Olson et al., 2018).

External factors focus on things as the culture of the consumers. It also looks at whether or not the consumers can tilt the mobile home industry product markets. In addition, with different generations and likes, there are differences in what people want and prefer.

Technological advancement has greatly influenced every aspect of marketing, such as newer products, newer retail channels or forms of communication, or advanced transporting systems and logistics.

Lastly, there is the factor of Policy and Regulations that is common in all competitive practices and trade legislations. By utilizing the internal and external factors, JGJ Inc. can better monitor what happens either remotely or inside the company, thus greatly influencing operations. There is a better chance that the company will know who their clients are, the strengths and weaknesses of the competition, what qualities and what strengths to maximize. It can be said that a SWOT analysis can help the company visualize investigations and the company's exercise in improving the company and its operations.

Analysis of Key External Factors in the Market

Various external factors affect how JGJ Inc.'s marketing function targets, develops and maintains a successful relationship with its customers.

Poverty

As much as the developers of the mobile homes would want to spread their products among all populations, it will not be possible due to the level of poverty among most American homes. The average price of mobile homes is about $40,000, and this could be the annual earnings of few homes in the USA. Therefore, the chances of industry growth are considered slim due to the level of poverty in American homes and the rest of the world.

Competition in the Market

The company faces competitive markets and has to beat the disadvantages of substitute products or new products in the markets such as tiny houses. Notwithstanding, these tiny houses have options such as mobility compared to mobile homes (despite the name), are self-sufficient, and quickly fall outside government jurisdiction regarding regulations. All these further hinder the growth of the industry. People, especially minimalists, would prefer a tiny house compared to a mobile home, given that it is smaller and highly mobile without having too much clutter. In addition, mobile homes, despite their name, are less mobile and are not easily moved once set up.

Porter's Five Forces Model

Using Porter's Five Forces model, there is a reflection of how the company is fairing in the competitive industry, especially in its market operations. Among the elements, including those emerging threats from other businesses in the same industry, substitute products in the markets, and the rivalry in the market have affected the competition's intensity, thus an attractive business market (Nurlansa & Jati, 2016).

Threats from other players in the market are apparent given the cons of solely using motorhomes. Tiny houses are now on the rise, and while they require less space, they require lesser money to build and maintain. Unlike mobile homes, which might not be so easy to move, tiny houses offer owners the advantage to freely move and set up someplace else. Reasons a manufactured/mobile home might be problematic are the various hook-ups and dump stations required, which become cumbersome for individuals looking to move with their home freely.

On the other hand, tiny homes do not require government permits to remodel or make any other additions. Because of their small size, one is free to make the needed adjustments and renovations as they wish; however, this may vary with one's location. There are also endless options when it comes to how one would like their tiny homes. They also come in varying styles, prices, and sizes. They also offer a modern and architectural tiny home for full-time living, something which mobiles homes do not as they come already styled, and the size is per an individual's wants or needs.

Tiny home living further offers environmental sustainability due to their size and their efficiency. They are more eco-friendly and do not need many resources when building and when it comes to maintaining the home, therefore, giving them a 'green' feature like solar panels or the use of composting toilets.

Other macro-environmental external factors

Changing Trends

With changes in operating trends for people living in the current century, there has been a growth in the demand for mobile home industries. However, people of all ages have shown an interest in this idea, thus burgeoning this industry. It can mainly be attributed to the growth of holidays and vacations among many people from the USA and western countries (Kusenbach, 2017). This growth of the industry in popularity and the increase of financial stability and ability of the actors and consumers give a better view of market analysis by focusing on sales, competition in the industry, and market projections.

Production Costs

With increased production costs comes a steady increase in prices of products and services, given that sellers might try to meet or surpass the profit margins. Moreover, an increase in production costs of the same product further affects the management ability of the marketing department to maintain the exact costs over another decade, therefore, passing a judgment that product prices will be higher in the future (Ulubeyli et al., 2019). In addition, given the pandemic, the prices of these mobile homes would get severally affected, with both consumers and producers striving to beat the constraints that come with the COVID-19 pandemic.

Required Internal Resources and Competencies to Compete in the Market

For the industry to strive in the competitive market, the developers have to do it to beat the disadvantages of the homes against the substitute products or potential new entrants. For instance, the developers and managers of these homes could make them more mobile. This is in terms of their bulkiness. They have to be easy to carry to all places of camping. Another factor to consider in the attempt to beat the competitive market is to accommodate all the seasons. This way, they will retain their popularity as people will not have to be shifting from their use to the use of the rivalry products of mobile homes.

The USA's department of housing and urban construction oversees all the procedures of manufacturing mobile homes to ensure the safety of the manufactured housing. The HUD has the mandate of setting the standards for the manufacturing of the homes, which cannot be bend by the local authorities of the USA. Federal standards demand that the nature of the houses is that they are durable, safe, and affordable to the people they are targeted for (Smith, 1976). For instance, those homes that have complied with the HUD standards have the insignia of compliance tag. This tag shows the public that the structure is ready for installation. While installing the homes, the local authorities always require that the owners of the structure show them the insignia of the compliance tag before they can permit them to proceed with the installation of the structures. Therefore, it is not only the HUD that has the mandate to set the installation standards of the homes, but the state governments could also come with their installation standards which the HUD has to appreciate.

Required Licenses, Patents, and Rulings or Legal Requirements to Compete in the Market

JGJ Inc. will need to inquire on the lawful necessities, licenses, and other decisions concerning the markets, mobile home industry, or even car sharing. Once the company gets a hold of market licenses, it will become essential to operating with other people's innovations. An example can be the application plan on ensuring the company is not using other company-protected secrets and items, as patent security is worldwide and recorded frequently. Such worldwide intellectual property usually shows a coordinated index between the quality of the rights and enforceability of the capabilities when capitalizing on innovations and advancements (Bican, 2020).

The US Department of Housing and Urban Development (HUD) oversees the regulations and statutes related to the safety in the manufacturing and construction of these housings. In addition, the local and state governments cannot establish safety and construction standards different from those set by HUD. Other standards ensure quality houses are built, are affordable and safe. There are also local jurisdictions where counties or cities govern the entity, inspects, and issues permits to install mobile homes.

References

Olson, E. M., Slater, S. F., Hult, G. T. M., & Olson, K. M. (2018). The application of human resource management policies within the marketing organization: The impact on business and marketing strategy implementation. Industrial Marketing Management, 69, 62-73.

Bican, N. B. (2020). Systems, Policies, and Regulations Securing the Future of Danish Social Housing. NA, 32(2).

Ulubeyli, S., KAZANCI, O., Kazaz, A., & Arslan, V. (2019). Strategic Factors Affecting Green Building Industry: A Macro-Environmental Analysis Using PESTEL Framework. Sakarya Üniversitesi Fen Bilimleri Enstitüsü Dergisi, 23(6), 1042-1055.

Nurlansa, O., & Jati, H. (2016). Analysis of porter's five forces model on Airbnb. Evo (Electronics, Informatics, and Vocational Education), 1(2), 84-96.

Kusenbach, M. (2017). "Look at my house!" Home and mobile homeownership among Latino/a immigrants in Florida. Journal of Housing and the Built Environment, 32(1), 29-47.

Smith, R. A. (1976). An Analysis of Black Occupancy of Mobile Homes. Journal of the American Institute of Planners, 42(4), 410-418.