First Choice Company Marketing Plan and Journal 2: Marketing Plan Part C: Unique Selling Proposition

First
Choice Company

Marketing
Plan

Executive Summary

First Choice
Company (FCC) is a consulting firm that exists to serve a wide range of
businesses in the US economy. The firm was founded in the 2010 by Johnstone
Craig, an accountant in the ministry in finance. Its mission is to offer high
quality business and financial information to our clients. We ensure that our
clients invest their funds in growing and profitable businesses. Our vision is to be the leading business
consultant firm in US. With experienced professionals in the staff, FCC is able
to provide more balanced services of high quality as compared to other
consulting companies in US.

FCC offers its
clients a list of services to choose from in regard to their specific need of
their business. These services include; Financial search and procurement,
business and marketing plan preparation, management development, IT consulting
services and human resource advising. To ensure that our clients are satisfied
each of the above categories is allocated at least 2 highly qualified
professionals and experience. In total, FCC has more than 20 to run the
business effectively. The services are offered both at our offices or the
specific company in accordance with the client’s preference.

Targeting Customers

FCC targets the
start-up businesses of which most of them are in their earlier stage of
operation. Being the majority of not only the US market but also international
market, Small and mid-sized businesses are the next focus. Additionally, the company also targets people
who invest in company stocks, bonds and securities. This means that our
customer target ranges from young to old people provided they are in need of
business advice regardless of their age, income or ethnicity. However, young people
are the most targeted one since most of small and mid-sized businesses in US
belong to them. Furthermore, most investments are done by young people for
future purposes.

Due to increased
technology and internet use, most of advertisement will done via the internet
using social media such as Facebook, WhatsApp, Instagram and Twitter.
Therefore, we shall create a Facebook page, Twitter handle and a WhatsApp
group. This enables the firm to spread the information quickly to a wide range
of customers and also obtain feedback on the services offered. In pursuit of
new clients, referrals among the group and business contacts will be made. The
company intends to run a campaign to encourage young people to invest more for
the sake of their future. The campaign will be termed, “invest now and enjoy in
future.” Additionally, the message to spread will be, “FCC has solution to your
investment problems, with one US dollar you will earn a lot in future if well
invested.” It will be targeting young men and women since they are people
seeking a bright future hence more young men together with small and mid-sized
business owners will be coming to the company for consultation purposes hence
promoting the business.

References

Luther,
W. M. (2011). The Marketing Plan: How to Prepare and Implement it. 4^th
Edition, Amacom.

Stapleton
J., Thomas, M. J. (1998). How to prepare a Marketing Plan: A Guide to Reaching
the Consumer Market. 5^th Edition, Gower Publishing, Ltd. Amazon.com

Svala,
H. D. Consulting Planning Business Plan. Retrived from;
http://www.bplans.com/consulting_planning_business_plan/executive_summary_fc.php

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Click on the “Create Journal Entry” button at the
top of this page to start your journal. This is not a timed activity.

Journal 2: Marketing Plan Part C: Unique Selling
Proposition

Due Week 6 and worth 100 points

You will now complete your secondary market research and
consider what distinguishes your company from your competitors, their products,
and / or the price of their products and services.

The key word in Unique Selling Proposition (USP) is
“unique.” There are very few products or services that are truly one of a kind.
In order to target the demographic for your company, you need to pinpoint what
makes your business standout among the competitors (e.g., Charles Revson,
founder of Revlon, always used to say he sold hope, not makeup. Neiman Marcus
sells luxury and customer service. Wal-Mart sells bargains. Amazon is earth’s
biggest bookstore.)

Use the Internet to research two (2) of your favorite
companies and two (2) companies that are similar to your company. Identify the
USPs of these companies, and consider what the USPs mean to you. Next, prepare
to create a USP for your company.

Tips on creating a USP for your company:

• Put yourself in your customers’ shoes.
  Consider what your customers really want. Consider what could make them
  your repeat customers and instead of your competition‘s.
• Research what motivates your customers’
  behaviors and buying decisions. You need to know what drives and
  motivates customers.
• Uncover the real reasons why customers
  buy your product instead of a competitor’s. As owner of a start up,
  ask people why they buy your future competitors’ product. This will help
  you uncover why they might buy yours. Ask yourself the following
  questions:

• What
  does our product or service do better than anyone else?
• How
  is our business model different from that of our competition? How could
  our product or service be different?
• What
  market category or niche is not being served by our industry?

Write a four to six (4-6) paragraph journal entry in which
you:

1. Identify
   the target market and your secondary market for your company. Note: Be as specific as possible
   (e.g., women 30-45, with a high school education and some college; people
   working full time and living in the Midwest, etc.).
2. Describe
   your unique selling proposition (USP). Explain the key factors that make
   your company different than competitors within your industry. Describe the
   primary way in which the USP for your company targets the two (2) markets
   you identified in Question 1.

Example of a USP:

• My
  product is t-shirts and coffee mugs with fun and empowering logos for
  women.
• My
  target market is women ages 35-55, college educated, working full time. My
  secondary market trends a little younger at 25-35, women passionate about
  their professional life and their personal pursuits.
• My USP
  is “Be Authentic, no Apologies.”
• My
  reasoning is I want women to buy my sassy slogans, because they want to
  show their authentic voice on a shirt or mug.

Note: Insert the information from the completed
Journal 3 entry into “Section 3: Unique Selling Proposition” in the provided
Marketing Plan Template (located in Week 4).