MARKETING PLAN 2014

Marketing TeamMarketing Team  Kendall Aragon  Marketing Team Leader  Sarah Carstens  Brand Development Team Leader  Dani Pinedo  Purchasing Team Leader  Khoa Nguyen  Accounting Team Leader  Jose Acevedo  Human Resources Team Leader

Introduction What is our service?  A Valet Service offered to the student body  Alleviate parking problem  Premium carwash service on demand

“To improve the convenience of parking on Texas Christian University’s campus by providing a hospitable valet service for commuting students” Mission Statement

SWOT Analysis: Strengths Convenience Employment opportunities Reliable service Affordability Accessibility Niche market

SWOT Analysis: Weaknesses  Financial resources  Consumer waiting times  Potential liabilities  Students trusting others to drive their cars  Training costs  Potential technical difficulties

SWOT Analysis: Opportunities  Expansion clientele  Patent our service  Reduces stress  To form relationships with clientele  Difficulty for competitors to enter the market

SWOT Analysis: Threats  Student’s not wanting to pay the price  The possibility of direct competitors  Indirect competitors affecting business  Possible opposition from school officials

Marketing Objectives 1.Cater to at least 5% of the current TCU student population 2.Steadily increase revenue each consecutive year by at least 10% 3.Strive to develop 70% of brand awareness and acceptance by students 4.Help decrease tardiness to classes

Target Market Geographic Location Texas Christian University Demographic Age: Family income Gender Psychographic Lifestyle Attitude

Positioning Statement “TCU Valet strives to become the most convenient mode of transportation for the TCU student body. With regards to price, the advantage lies in providing a luxury service with an everyday low price”

Marketing Mix: Product and Place Valet serviceCar washMobile appConvenient location

Marketing Mix: Price and Promotion Pre-paid semester pass for $2.99 a day/$240 per semester Pay-per-use basis $7 Free carwash to our first 30 customers Outlets around TCU campus TCU’s Annual Local Business Fair Social Media

Financial Analysis: Sales Forecast and Pro Forma Income Statement

Financial Analysis: Break-even

Implementation

Evaluation and Control  Evaluate marketing plan every 3, 6, and 12 months  Combination of open ended questions  Financial analysis  FROG model

Conclusion  Affordable  Convenient  Reliable  Accessible