MARKETING PLAN
1. MARKETING PLAN
Marketing is developing consciousness of an excellent or provider that already exists inside the marketplace or is hoped to be put inside the market soon that the client may be made privy to it. Marketing creates a right away drift of the product from the entrepreneur to clients to reap commercial enterprise objectives and targeting areas.
According to our research, sports variety stores and modern trade channels offer popular brands of kayak, which has made them attractive shopping destinations. These sales channels enable a closer evaluation of the products, meanwhile providing the required intelligence and support to customers.
Report has it that the presence of expert customer service personnel has further propelled popularity of these sales channels in the global kayak market. Sports variety stores and modern trade are set to account for the largest revenue shares of the market during the forecast period. We also found out that pervasiveness in high demand for recreational kayak will remain intact in the upcoming years.
Recreational kayak will continue to be sought-after among various products available in the market, as these are suitable for paddlers with all abilities in the light of their characteristics such as ease of paddling & comfort, stability, and user-friendly design. According to statistics, the global kayak market is relatively more competitive across established western markets.
Growing competition along with technological upgrades that have been and are being made in kayaks is likely to have a positive influence on market expansion. In a bid to acquire a competitive advantage, distinguishing product & service offerings is now a must for prominent players in the market. Although new market entrants are focusing on product innovation, established players are competing against one another in terms of brand, quality, and cost.
Marketing areas will be selected according to the availability of clients. For example, since this company operates on rent of kayaks and tours guide, the targeted market should be the availability of clients and other groups that might be interested in our services. This will lay the basis for our marketing initiative.
- Industry Clients
These are clients who are on retreats or interested in our activities such as sports activities services.
- Individual Clients
These are the sole individuals that require our services.
Some essential competition takes 60% of the significant kayaks market proportion and are located in United States and mostly offer their kayaks tour services and rental-related services at relatively costly rates.
To ensure a healthy competition, State Park Aqua Sports will use the following strategies:
- Offering of aggressive prices, which shall fit with the first-class of the services offered at the rate of $25 per hour and $200 per day for the kayaks market.
- Premises shall be opened from 7.00 am to 5.00 pm, from Monday to Sunday.
- Maintaining a close customer relationship.
- Collecting views from kayaks new and existing clients about their feeling in the direction of the kayaks and tours services and if they need any alternate or help to suit their needs.
Research suggests that competitors take 45% of share in the total market area in Crystal River. State Park Aqua Sports looks forward to changing these figures and occupies 35% in a year with a target market share up to 50% countrywide and above 75% market share in Crystal River. This can be executed through the right advertising blend, which includes;
- Flexible pricing of tours service and kayak rates.
- Highly effective guides service delivery.
This could be done with the intention of retaining and enhancing market share, assembly opposition, maximizing income, reaching targets return on investment, and for survival. Our target markets at State Park Aqua Sports are water enthusiasts who want a unique experience at a reasonable price. These will include people who live and come to the city for the day, leisure travelers, honeymooners, budget-conscious travelers, business travelers, families, students and seniors.
Our most important customers will be the people who visit Crystal River for sightseeing, rest and relaxation, on their honeymoon or are here for a convention or other special interest. We plan to develop special pricing to encourage tourists to patronize our services. Because we support our service people, we will offer discounts to active duty and retired military personnel during Memorial Day and Veteran’s Day holidays.
Our competitive advantages at State Park Aqua Sports are the intelligent, progressive, and aggressive marketing that identifies our company as a different kind of player, with a higher level of professionalism and operational standard. We at State Park Aqua Sports plan to concentrate on safety, with highly trained, dedicated, and professional personnel, caring for our customers and their needs.
We have also set up a system that will help us conduct careful market research, and discover new untapped markets in the city that may be of interest to our customers. We also plan to make use of information technology to reduce staffing and other operational cost; expand our potential market base; readily capture sales opportunities; and enhance customer convenience and satisfaction.
This can be done purposely to create consciousness to the target clients countrywide. It will include:
- Reducing prices and discounting rates on service delivery.
Through:
- Content marketing
This can be achieved through creation of online resources that portray the kind of services that we offer and publishing them across online platforms where there are potential clients and convincing them that our kayaks services are only the great in phrases of quality, rate, and choice.
- Social media marketing
This will involve the sharing of services through different social media platforms to reach more clients. For example, through Facebook Pages, Twitter and WhatsApp showing kayak and tour guide services.
- Brand Marketing
State Park Aqua Sports will contribute to sponsoring related social events to market our brand and thus increase customer reach for our kayak guide and rental business.
It will also provide;
- Excellent customer guides.
- Treat each client with loyalty.
- Fulfil customer’s requirements and solve their problems courteously and promptly.
