Final version

Total Power solutions

Strategic Marketing Plan

NOVEMBER 27, 2014

Table of ContentsExecutive summary...............................................................................................................................2

Mission Statement.................................................................................................................................2

Environmental analysis and Forecasting................................................................................................3

Political..............................................................................................................................................3

Economic Factors...............................................................................................................................3

Social.................................................................................................................................................4

Technology........................................................................................................................................4

Segmentation & Targeting.....................................................................................................................5

Segmentation....................................................................................................................................5

Targeting............................................................................................................................................5

Next Year’s Objectives...........................................................................................................................6

Year 1.................................................................................................................................................6

Year 2.................................................................................................................................................6

Year 3.................................................................................................................................................6

Year 4.................................................................................................................................................6

Action plan............................................................................................................................................7

New logo...........................................................................................................................................7

Expansion into new counties.............................................................................................................8

Marketing Control.................................................................................................................................8

Sales objectives.................................................................................................................................8

Online Presence.................................................................................................................................9

Periodic evaluation of all marketing objectives.................................................................................9

Readjustments to the marketing plan...............................................................................................9

Presenting and selling the plan..............................................................................................................9

Planning For The Future......................................................................................................................10

Finance............................................................................................................................................10

Marketing........................................................................................................................................10

Customer Service.............................................................................................................................10

Partnerships.....................................................................................................................................10

Executive summaryFor our strategic marketing plan we picked Total Power solutions, Total power solutions Are a small I.T company that provides I.T products and services to businesses and customers they are based in Maynooth Co. Kildare And employ a total of 12 staff members. We picked Total power Solutions as our company because we felt what they do is good they provide quality products and services but We feel they are lacking an effective marketing plan and not reaching out their customer base as well as they can, We felt it was more important to help a company like this that have no real marketing teams rather than go after a corporate giant that have big marketing teams and have a lot of marketing done already. We want to provide a marketing plan that is unique to Total Power Solutions and there marketing needs.

Mission StatementWe want to create our marketing plan to suit total power solutions and these are some of the goals we want to achieve for total power solutions.

We don’t want to change the existing products or services we want these products and services to reach out to all potential customers

We want to redesign the company by implementing a new logo while keeping the existing slogan

We want to create realistic goals and objectives for Total Power solutions to follow We want to increase market shares annual after our marketing plan is implemented We want to introduce sales reps into the team and expand into new County’s

Participants James Wray A00175110 _____________________________

Shane Kilroy Glynn A00175036 _____________________________

Craig Smith A00186732 _____________________________

Justice Nxumalo A00184382 _____________________________

Darren McKenna A00181672 _____________________________

Environmental analysis and ForecastingPoliticalThese are the various incentives implemented by the government to intervene in an economy, which affect businesses directly or indirectly throughout the country, as this ranges from education, quality of transport system to legislation. All businesses must oblige with legislation. They must also acknowledge the impact of any legislation that will be introduced. This will require planning ahead before the legal obligations take effect. Much like many other Businesses, Total Power Solutions is constrained by the strict regulations of recycling. The government has implemented initiatives to encourage more recycling and less dumping. These incentives are supported by legislation. For example, the Waste Electrical and Electronic Equipment (WEEE) regulations are designed to reduce the amount of electronic waste going to landfill sites. Businesses must follow these environmental laws. Failure to do as such will result into Total Power Solution and other companies can be fined as much as 60,000 Euros. To avoid this Total Power Solutions engages in a Ecycling of its excess raw materials.(A Jessops.2014.)

Economic FactorsThis has to do with the volatility of an economy its fluctuation has a domino effect on businesses in that economy. In 2008–09, the Ireland and most of EU countries economy went into recession. Total Power Solutions is one of the many companies affected by this downturn during this time period and had to seek finance from banks and other financial institution such as Enterprise Ireland in order to break even.

Another major economic factor challenging Total Power Solution is the level of competition within its markets as it is in the tech business, the company has a variety of competitors whom have far greater resources such as finance and technology as they occupy most of the market share such as PSE Solutions that has 45% Stake in the market whilst Total Power solutions has a 15% share.

SocialSociety is constantly changing and businesses have to keep in pace the current trends to remain relevant and Total Power Solution has done so, The company has acknowledged that consumers are moving towards a more online base, to counteract this the company has designed online campaign to in order to keep in reach with those customers that are less vulnerable to traditional means of advertising for example a Twitter and Facebook page has been set up that interacts with customers daily, along with a recently established blog to further merge the integration between customers and the business, as both parties can leave comments that can be publicly viewed.

Technology The IT business has experienced immense change in the past few years .Technology has been at the forefront of this change, as a result the company has experienced a surge in demand because of this. Through constant research and development the company has been able to continually add upon its array of services. It has recently introduced a thermal imaging service which is a “Non-invasive battery and switchgear thermography service” which allows the consumer to monitor the temperature of their servers.

A Jessops. 2014. Responding to changes in the market environment. [ONLINE] Available at:http://businesscasestudies.co.uk/jessops/responding-to-changes-in-the-market-environment/introduction.html#axzz3HRqg27za. [Accessed 15 October 14].

Segmentation & Targeting Segmentation

Total power solutions operates in the I.T. sector of Ireland. It is a highly competitive market with great opportunities if we were to create a distinctive feature which develops into a unique competitive advantage.

Brief summary of market:

Home to the top ten global software companies. 9 out of the top 10 technology companies are based within Ireland. Renowned as a Tech hub. Has developed a connected technology infrastructure Access to the E.U. market of 500+ million people. Provides tax incentives such as 12.5% corporate tax and 25% R&D tax credit.

The points mentioned above are the obvious reasons why the I.T. sector of Ireland has developed into the way it is presently. This segment is extremely competitive and without question a profitably market if a company were to capture an audience and mould them into their consumer base to create a profitable turnover.

TargetingThe target market we intend and view as a profitable audience are relationships developed with fellow businesses who acquire of I.T. hardware to continue their own operations and businesses.

We provide advanced technology products, services and maintenance over the course of the relationship with our client. This creates the perception of good customer service and in doing so will extend the longevity of our relationships with our clients to continue annual turnover of a surplus nature.

Our products are at the higher end of the spectrum in terms of where the products positional status lies as we provide high end technological devices such as the following:

UPS Systems UPS Switchgear Airflow management systems I.T. cooling systems Power distributor

Finally we believe by executing and implementing our unique marketing plan we will penetrate the selected segment, prosper and excel in our chosen market.

Next Year’s Objectives Through the new campaign we have a series of objectives that we are adamant on achieving, which will result in to the company not only being more efficient in terms of its marketing strategy but more effective by widening its customer base and improving its market share in the industry.

Year 1-The Market share is currently at 15% and we predict that it will remain constant until next year. We also estimate that Number of Customers will not be volatile during this period. And same for the number of staff.

Year 2- During this year we aim to increase the market share from 15% to 18%, We hope to expand to a few more counties as the company is predominantly occupying the Leinster Region. We plan on adding 10 more Customers to the currently existing and aim to recruit quality 2 sales reps.

Year 3- The projections for year 3 is the Market Share additionally increase to 22% and the Number of Customers will go by 10% and as a result of expansion the company will need to employ more Staff.

Year 4- In this year we hope to capitalise on previous success and improve the market share by an additional 3% whilst the Number of Customers steadily improves by 10, and the number of staff add to its previous figure

The graph below details our expectations in terms of the future projections that we expect to get as a result of an effective proposed marketing campaign.

Action planAt the moment total power solutions is stuck using a traditional marketing strategy. Where they depend too much on newspaper advertisements, leaflets and word of mouth to gain new customers. Which is not the way a modern I.T company should operate in this age. Especially because Total Power Solutions customers are mostly made up of business to business who are I.T aware and have a good online presence. We have come up with a solution to help Total Power Solutions expand their customer base while growing their market share. This solution include building a greater online presence through more investment in social media such as Facebook. The employment of two new sales reps who will actively search for potential customers. A new logo to give the company greater brand recognition. Expanding their customer base to other counties within Ireland. To set achievable goals.

New logoWe decided that Total Power Solutions needs to establish a brand image one that defines them as a company. We like the slogan “total piece of mind” but with a lack of a logo this slogan can easily be forgotten we have decided to design a new logo for total power solutions as we believe that having a strong logo that customers can recognise is a must. We went with a blue puzzle piece with a power symbol in the middle. The puzzle piece represents the complete solution and the power symbol in the centre represents the total power. We went with blue for the colour of the logo because it represents technology and also it is the colour total power solutions is currently using on their website. We believe that this logo will strongly represent total power solutions. The logo was created by fusing two Images together on Photoshop CS6.

Expansion into new counties As part of our plan on expanding total power solutions market share we plan on expanding into other counties within Ireland. Such as Cork, Limerick and Galway. As at the moment total power solutions only operates within 5 counties in Leinster. We plan on doing this through a smarter marketing strategy than the one that is currently in place though Facebook and Ado.

Marketing Control Sales objectivesFor better sales total power solutions will have to put in place some sales objectives which they can work towards in order to sell more of their products and services. The first Objective which they can put in place is Obtain at least 10 new customers every 3 months this seems like a small amount of customers but in actual fact it is not Total power solutions Operates selling from business to business and don’t really sell business to customer, so this goal is targeting businesses and businesses are harder to target then customers. This is a very achievable objective for total power solutions to reach out to these new customers It may they will have to advertise more to their target market as they do not advertise as much as they should to their targets they will also have to monitor their competitors to see what way they reach out to new customers, this objective should be achievable over the span of a year. Total power solutions currently have 15% of the market shares by following these sales objectives total power solutions should push towards 18% increase this objective should be achievable with the help of the new goals and new design of the company.

Proposed Market shares

PSE POWER SOLUTIONS

TOTAL POWER SOLUTIONS

SECURE POWER SOLUTION

OTHERS

Market Share %

PSE POWER SOLUTIONS TOTAL POWER SOLUTIONS SECURE POWER SOLUTION OTHERS

Online Presence In order to Control more of the market Total power solutions will have to gain more of an online presence currently total power solutions have no twitter page and a Facebook page this page was created in 2006 and since then only accumulated 35 likes which shows there was no great efforts to promote the page. For total power solutions we suggest to create a twitter account first and place sponsored advertisements on both of the social media websites to promote the company and for other businesses to gain awareness of the products and services you provide. We also suggest introducing discount incentives on the social media pages to entice businesses to purchase through the links provided on the page we suggest a 20% discount would be appropriate for these incentives.

Periodic evaluation of all marketing objectivesWith the marketing objectives in place for total power solutions there should be a periodic evaluation of the objectives to make sure the objectives are being met and if not they should be on the right path. This should be done at an interval of 3 months by doing this total power solutions are ensuring they are meeting their objectives and maximising their resources.

Readjustments to the marketing planWhen the periodic evaluation on of the marketing objective are taking place total power solutions will know if their objectives are realistic or not they will also know if there objectives are achievable if they are not realistic or achievable they should be changed for more suitable objectives. Total power solutions should make some readjustments to the marketing plan to suit their current situation and to make sure their plan is still achievable and realistic.

Presenting and selling the planWe plan to present the plan to total power solutions with a team of five. We plan to outline our goals and objectives along with our strategic marketing plan. We have put together a presentation that outlines our ideas, demonstrates our new logo and shows the budget for this plan. With the presentation we created with think Total Power solutions will like our Ideas.

Planning For the Future Finance Total Power Solutions Directors have laid down a series of Specific financial objectives that are Measurable and Achievable in order to generate more shareholder wealth, therefore attracting more investors to the company, these Realistic Goals will churn the company to a more lucrative organisation within a specified Time

Marketingin the competitive market. The company wishes to do this through Marketing. In the past the company did not have a vigorous marketing campaign. However, the proposed way forward is to create a digital campaign that will focus more online and less on traditional means of advertising. One of the ways is by implementing a strong search engine optimization so its easier for online customers to locate them. Having a more integrated and interactive online presence through Twitter and Facebook is also on the company's agenda.

Customer ServiceTotal Power Solutions already has well established customer service, However directors have spotted an opportunity that will enable the company to elevate its customer service to flawlessness. The company aims to put a plan in motion that will enable their technicians to visit previous customers and asses the products or services supplied and predict any problems that may arise in the future, aiming to solve them before their occurrence. This incentive will result in to an increase in customer satisfaction and reduce customer complaints

PartnershipsTotal Power Solutions plans in the near future to merge with an SME that is in the same industry, although the specific details have not been finalised as to which SME, but the plan is due to go ahead. Although profits will not be shared, the merger will result into both companies sharing resources such as employees and technology. The Impetus behind this merger is to establish a competitive advantage, while reducing overhead costs and increasing efficiency.