Download Market Demographics

Marketing Plan
Market Demographics
The Geographic Market
The outdoor power equipment season starts around April 1st and ends at the end of July.
Most purchases of equipment and servicing of equipment occur during this time period.
Most customers are located in 20-mile radius of the store.
Projections for Population Growth – Counties
County
2007
2008
2009
2010
115,205
119,846
123,519
128,669
161,668
173,758
181,893
191,850
376,785
376,471
373,980
372,486
551,811
557,659
561,806
564,806
(4.3% Growth 2005-2020)
Demographic Data –
Median age (years)
35.4
-
80,941
-
Male
39,332
35.3%
Female
41,609
37.3%
21 years and over
75,518
67.7%
62 years and over
16,339
14.6%
65 years and over
13,627
12.2%
Male
5,718
5.1%
Female
7,909
7.1%
18 years and over
Buyers of Equipment – Lines
Product Line
Type of Customer
Age-Buyer
Income
Homeowner/Farmer
30-65
$30,000+
Homeowner/Farmer
35-65
$50,000+
All types of customers
25-65
$20,000+
Psychographics
Homeowners
Free Time, status, reliability and value
Commercial
Dependability, price, fast service
Business/Government
Dependability, service
Internet
Convenience, time saving
Market Needs
From the consumers point of view there is a knowledgeable sales staff that can answer their
questions. The company provides service that gives the consumer peace of mind that there is
someone standing behind the product.
From the commercial customer’s point of view, Dealer offers high quality equipment and will
give as quick of turn-around time as possible to avoid loss of business for the commercial
owner/operator.
For both groups of customers, Dealer offers financing to facilitate the selling of the equipment.
SWOT Analysis
Strengths



The sales staff (family) – a key selling point
The owner
The service department
Weaknesses


Limited store hours
Owner too involved in all aspects of the business
Opportunities

No competitors in the area with the same desire to please customers. The opportunity is
there to increase the business that is currently being done.

Stable market area – slow growth less than 5% projected for the next 10 years.
Threats

Weather

New outdoor power equipment dealer in the area
Competition

Box stores – Lowes, TSC, Rural King

Lawn & garden dealers in area (price discounters)
Product Offering

Service

Parts

Whole goods –

Used equipment
Keys to Success

Must focus on service as the cornerstone of our business. We sell equipment and are able to
offer our service and parts to fix it. We need to let all customers who walk into our business
know about the service department and the guarantees we offer in regards to service.

We need to reach new customers in our surrounding area. To grow we must attract people
who have never been in our showroom or been involved with the quality people who work for
Dealer.

We need to keep our current customers by giving them the outstanding service they could not
receive elsewhere.
Critical Issues

Marketing to targeted groups to generate the new business we will need for our growth goals.

Working hard for our current customers so that no new business would be tempted to open in
the area.
Marketing Strategy
Mission
Dealer will be a leader in the outdoor power equipment business, providing our customers
with quality service at a fair price, while maintaining a profitable business.
Marketing Objectives

To grow at a modest pace so we can make sure that every customer is handled well.

To make sure that we are reaching as many people as possible in our target area. Knowing
that many people move in and out of the area and we need to let those new consumers learn
about who we are.
Financial Objectives
Increasing our sales by 5% this year. Our goal is to have sales of 1.5 million dollars for 2011.
Target Markets

Commercial market segment needs to be targeted

Business/Government market segment needs to be targeted

Homeowner market needs to be cultivated for new sales.
Timing
We need to look at the timing of when we market. There are 4 times of the year that we need to
market and each time frame has different needs and goals.

Pre-season marketing – Getting customers thinking about our business.

In-season marketing – Making our store the destination for the season.

Post-season marketing – Getting rid of excess inventory.

Off-season marketing – Focusing on service and other non-seasonal business.
Positioning
Dealer has positioned itself to be a quality provider of outdoor power equipment and service.
Marketing Mix

Direct advertising to our current commercial and consumer database along with a new group
of commercial clients that we have not dealt with before. We will send out postcards to this
group at least 4 - 6 times a year.

We want all of our customers to know about our service department. We will make sure we
give them something to remind them of the excellent service they will receive
Consumers

Targeted marketing to consumers 4 - 6 times a year with postcard. (Service/Parts Special Jan, New Products - April, Clearance Sale - August/September, November - (Snowthrowers
or Service). New homeowner lists also.

Radio for events if possible. Since Dealer is not in a metropolitan area, if there is a local radio
station, advertising can work. (Suggest a family theme.)

Consumer Open House – Event to attract consumers: Z-races, drawings for prizes, radio
remote, balloons etc. (Currently being done.)

Billboards – Directional billboards as close to location as possible – March through
September or year-round.

Displaying Z’s at various locations away from the store (banks, malls, etc.).

Highlighting service as the your highest priority (guarantee, customer rights, etc.).

Public Relations Opportunities – Press releases (celebrations, non-profit relationships,
training completion, etc.)
Commercial

Pro Days (Food, invitation only – test equipment, special deals, classes – safety, etc.)

Service guarantee if they purchase equipment from you. (Loaner equipment if you can’t fix it
in the time frame.)

Free ice or free drinks for your commercial customers.

Targeted marketing to commercial operators (your dedication to serving them). Buy lists of
commercial operators in your area that you are not dealing with and invite them to Pro Days.
Business/ Government

Outside salesperson to follow up on bids and develop relationships with business clients
(Future).

Monitor bidding for various government agencies when they need equipment.
Marketing Research
During the next 12 months and beyond Dealer will conduct surveys of their customers to get
feedback on how they are doing and develop suggestions for change that will improve their
business strategy.
Unique Marketing Statement
In looking at Dealer I see “family” as the theme. A unique marketing statement might be:
“We treat you like family.”
“At Dealer you’re always a part of our family.”
These are suggestions, but I can visualize a tag line similar to this on all of your marketing. You
could also highlight the members of the family who work at Dealer or take a picture that shows
the staff included in your marketing and web site.
Web Plan Summary
Website Marketing Strategy

Evaluating whether web site is included in proper search engines.

Possible customer survey to be taken online to get people to your site.
Internet

Search engine marketing. Buying key words. Making sure that the key words are on your
Internet page (Gravely lawn mowers. etc.).

Consumer purchasing capability through web site other than parts.