Vend Link Vending Business Strategic Marketing Plan

Question: Discuss about the Vend Link Vending Business Strategic Marketing Plan. Answer: Introduction The Vendlink strategic marketing plan is a tool to increase the companys market share by creating awareness and persuading target audience to embrace the companys products and services. This project will highlight the companys current situation, the desired position and the strategies to be used to realize the predetermined goals and objectives. Background Vendlink Company was established in the year 2008. It carries it operations in Melbourne .The company offers healthy coffee, snacks and cold drinks through healthy vending machines. These machines are topped up with customer preferences and the machine acts as a resource for the products. The business installs vendor machines to offer snacks and drinks at convenience to employees or customers without leaving the premises. The company offers free installation and maintenance of the vending machines anywhere around Melbourne. The company is 100% owned by Australian Mission Availing healthy products vending machines Supplying wide product range of snacks, drinks and meals both popular and local brands. Regular machine servicing to optimize operation. The corporate goal The businesss goal is the fulfillment of the promise to deliver, from services to products while connecting with consumers or clients to be of highest standard and quality every time. Marketing Mix Place The Vendlink business will distribute it products in Melbourne. Price Vendlink will charge the existing market prices for snacks and drinks. Products The business will sell snacks, drinks and healthy coffee. Promotion The business will use print media, video advertisements and internet marketing channels to create awareness and persuade target audience. SWOT Analysis Strengths High quality products Strong impact in the market in respect to brand Latest technology available Convenient outlet Reliable Services Weaknesses Quality of the products depends with the supplier. Accessible by few customers. High cost of installation and maintenance Opportunities Offices, Universities and hospitals are unexploited market opportunities of the business. Threats Entry of a new company distributing snacks and drinks. Absolution of the current technology by new invention or innovations ` 3Cs Strategies Corporate appraisal Competitor analysis Customer Analysis Competitors Vendlink will use convenience, reliability and heath to differentiate itself from its competitors in the market. Vendlinks competitors are any other snacks or drinks outlets in Melbourne. Corporate Appraisal The companys success will requires highest standards of cooperation of both employees and managers to implement the marketing plan. Qualified personnel will be required to selectively and to sequence decisions and expertise to enable the company gain edge in key functions. Costs of operations should be maintained at minimum and where the services are too costly, outsourcing can be preferred. Customer The interest of customers and clients will be considered while executing the market plan. The market product service will be differentiated to reach more customers. It also important also to segment the market by objective. Customer usage of the product can be considered to increase satisfaction. This will be done by tailoring services in different outlet differently in order to meet customers expectations. Marketing objectives of the product 15% increase in the volume of sales Proper maintenance of the companys positive growth. Increase Vendlinks vending machines around Melbourne to attain 40% distributing market share. Target Market Segment Universities Offices Hospitals Marketing Strategies Focus Strategy A market penetration Strategy Pull Strategy Full service Retail sales Focus Strategy The business will apply this strategy to remain focused on it segment of the marketplace. The business will pursue this strategy because it cannot be able to comfortably apply either cost leadership strategy or differentiation strategy. A market penetration Strategy Since the business goal to gain more customers and clients, it will fix it prices lower than other outlets. This strategy will be appropriate as it will increase the number of customers using the vending machine in Melbourne. The Pull strategy This strategy will require a direct interface will the customers and clients .This strategy will ensure that the prospects are encouraged to be the customers by influencing their demand around the outlet. Full service retail sales The companys operators will be used in this strategy which will involve selling at the distribution channels to facilitate the sale of products in that outlet. Conclusion The implementation of this Strategic marketing plan will increase Vendlink sales by 15% and attainment of 40% market share in distribution of snacks and drinks .This will be as a result of increased usage of the vending machine to purchase snacks and drinks in several universities, offices and hospitals in Melbourne. References Arun, K., Meenakshi, N. (2011). Marketing management. Noida: Vikas publishing House. Jain, S C. (2001). Marketing planning and strategy: Casebook. Modern, A.R (1999). Business Strategy and planning: A strategic management approach. London: McGraw-Hill. Kotler, Philip (2012). Marketing Management. Pearson Education. P.25. McCArthy, Jerome E.(1975). 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