Part 1; The World of Marketing Worksheet Orientation What best describes your firm’s orientation? Production Sales Market Societal List ways your firm follows the marketing concept: The major...

Part 1; The World of Marketing Worksheet



Orientation What best describes your firm’s orientation?

Production

Sales

Market

Societal

List ways your firm follows the marketing concept:

1. The major marketing concept is the green marketing.


2. Providing the services which customer wants for the best-suited price.


3. Major marketing concept used in this business will be service and societal marketing concept by helping them in achieving pollution free working environment.


4. Understanding market requirement and customer want through proper market research, understanding appropriate target market.


5. Providing high quality and safest mechanism of collecting and processing motor and other oil, converting them into economic fuels so that they can be re used.

Our firm’s primary goal for business is: Primary goal of the company will be to provide high quality customer service and protecting the environment in the best possible way by providing high quality oil recycling facilities in its region of operation.

Mission Write your business mission:

Major mission of Green World to provide high quality oil recycling services, to preserve and protect the environment, to keep hassle free quality services to our customers. We also aim at promoting the concept of recycling in market to create higher awareness for the welfare of the community at large.

Objectives List objectives of your business marketing plan:

• To have a better understanding of oil recycling industry in US.


• To understand present position and resource ability of our new company Green world, its potential and future resource requirements.


• To analyze the present market scenario by collecting an overview about the competitors, present players, future scope and strategies to achieve desired results.

SWOT Will you hire a consultant for SWOT analysis? Yes No
Identify strengths of business offering:

• With increasing problem of global warming and pollution in the region there are huge demand and growth opportunities for recycling business.


• It will help in generating economic oil for the use


• It will help in conserving energy that can be reused


• It will also help in conserving environment and oil.

List keys to success:

1. Providing high quality services to customer.


2. Strong relationship with employees and suppliers.


3. Maintaining high level of transparency about their operational activities.


4. Gaining specialization in the field of waste management and focusing on oil waste recycling.


5. Developing strong supply chain system


6. Niche and focus marketing

Describe competitive advantage of business offering:

Major competitive advantage of this business will be strong customer relationship, providing them best of services with high technology and online presence of the company.

List advantages of operating in the Internet space:

Advantage	How will you leverage the advantage?
Customer tracking easy	Website can be launched and customers can register themselves for free for the service, it will help in reaching the target market easily.
Low cost of operation	It helps in saving marketing and employee cost to large extent
Time saving	Customer tracking can be done easily as they can contact them; it also helps in tracking operational activities fast.

Identify weaknesses of business offering:

• It is a sense of false security as in-depth analysis of the business showed that it does not help in reducing waste in the market.


• Inconvenience in management.

List disadvantages of operating in the Internet space:

Disadvantage	What steps will you take to overcome it?
Lack of trust	After registering themselves online, customers will be contacted personally; even a representative can go and show them presentation if they want.
Chances of copying the idea	For this purpose copyright can be taken from the government.
Low barriers to entry	There is fear of competition but it can be achieved by developing high brand value in the market by proving high quality service.

Ethics Will you integrate social responsibility into marketing plan? Yes No
Rationale:


This concept has been started with a societal objective; it aims at providing better environment and healthy infrastructure, better resource to the people in society.


Describe any ethical problems your firm faces:


Ethical behavior is expected from all the stakeholders in the company, right now ethical considerations are more towards the society is required. In this type of business high degree of transparency should be maintained about the processes and operation, further management all need to give higher consideration to environmental values and welfare.


External Environment
Demographic:


The external target market for oil recycling company “Green World” includes different companies that use oil in large quantity, the car racing companies, reusable oil filters, manufacturing companies, oil and chemical recycler etc.

Ethnic:

There is high ethnic diversity in the USA market, it constitute of White, Black Africans, Asian, Pacific islanders and others. However, majority of the population is white which constitute of around 80 percent of the population. Impact of ethnicity is low in this business; however majority of the region is urbanized which is a favorable condition for business.

Economic:

According to a study given by U.S. Department of Energy Used Oil Re-refining Study around one fourth of the total global lube oils are consumed by USA itself. In the year 2007 government spent around $49 billion and $100 billion on energy subsidies. Adequate recycling facilities of only 10 percent will help in generating 200 gallons of oil in state.

Legislative:

It is very important to collect information about various laws implemented by state as well as regional government for managing waste and their recycling. There is no national law made by the government to make recycling compulsory. Further, environmental issues are raised and maintained by United States Environmental Protection Agency. In the year 2003, EPA declared standard for used oil business, it is also mandatory to register such firms under federal registration.

Social trends:

Social trends show that people are more aware and concerned about environmental welfare. It also shows that recycling of used oils in family and household is less than fifty percent in US. Majority of oil recycling facilities are adopted by automotive recycling companies.

Political:

EPA helps organizations in setting up local programs and awareness campaign about oil recycling in different regions.


Size of Internet 239,893,600 Internet users in the year 2010
Growth rate of Internet 153.3 %

Usage rate of Internet 78.6 %

Identify segments where Internet usage growing the fastest:

• In terms of business segments which are growing fastest on internet are online auction.


• Online shopping, online video are another major segments of growth.


• Travelling and hospitality segment.


• Retail segment.

List emerging technologies affecting your business offering:

1. Beta Renewable this technology effects positively.


2. Imprint Energy technology


3. Materials Innovation Technologies


4. Conversion technologies help in conducting recycling of oils in the best possible way and extracting highest value out of them.

List laws regulating your business offering:

1. Business laws


2. Environmental laws under EPA


3. Health and safety laws.


4. Hazardous Waste Laws under “The Resource Conservation and Recovery Act”.


5. Oil regulation under 40 CFR 279 of RCRA-based federal used oil regulations


6. Transportation (standards of Section 374-2.5) and storage requirement laws under Underground Storage Tank (UST) regulations, 40 CFR 280.

Identify key competitors in your industry:

• Direct competitors are the company who are doing the similar type of business.


• Florida Department of Environmental Protection.


• Twenty-four oil recycling companies in USA at present.


• Indirect competitors are the potential market entrants as the industry is highly attractive for new comers.

Identify companies working on the same market as yours

• TBSW GLOBAL


• JMS Oil Services


• Rogue waste recovery & environmental, Inc.


• Advanced Oil Recovery, LLC


• China ZN Oil Filtration& Oil Purifier Manufacture Company

How can you leverage Internet to beat your competition?

Though there is number of oil recycling companies in US but the online marketing of oil recycling company is still a niche strategy to be applied. Green World can adopt this strategy to reach their target segment and provide them better service management. Further, e-commerce business model can be integrated with it; it will help in improvising the supply chain management system of the company.

Identify ways to handle global marketing for your offering:

• E-commerce is the best suited global marketing strategy that will help the company in providing global offering at low cost and better management


• Offering franchisee of the business to different marketers


• Exploiting product life cycle difference in different markets and entering into new market according to need.


• Strategy for global marketing for Green World is dependent on various factors such as environmental, legislatives, political etc. so the strategy will also differ accordingly.

Part 3 Product Decisions Worksheet

Product Issues Product description:

The product is recycled oil and petroleum products that is offered to businesses as well as to consumers. The product is to be used by hotels and homes instead of expensive petrol and diesel as recycled oil makes a cheaper option.


Classify your offering (circle all that apply):
Consumer Business
Good Service
Patent needed No patent needed
Patent obtained No patent obtain
Enhancements to product enabled by Internet selling:


Internet selling can help promote the product better and find a wider market for the product. Moreover it can also help in ensuring that the product details, uses and pricing is made available to all potential consumers thus increasing the probability that consumers would shift from petrol and diesel to a cheaper option which is now available to them in the form of recycled oil.

Reductions to product due to Internet selling:


The only reduction is that in certain cases where some of the products and uses as well as methods of production which have not yet been patented, they might be copied and cause a lot of competition to the business. Moreover as there are several frauds on the internet people might not attach higher credibility to it.


Brand Brand Name:


ABC recycled oil Ltd.


Brand Logo:




ABC




URLs Company URL:

http://abcrecycledoil.com


Alternative URLs:


http://abcoil.com
http://recycledabcoil.com


Packaging Issues Is product packaged? Yes No
How will packaging match other communication tools?


Packaging will explain the various uses and well as benefits of using recycled oil and in this way it will match other communication tools. Moreover colorful illustrations and the logo will help in further branding as well.


Product Returns Products purchased on-line can be returned on-line? Yes No
Products purchased on-line can be returned in store? Yes No
Products purchased in store can be returned on-line? Yes No
Company will pay for shipping on customer returns? Yes No
General return policy:
The company shall not pay shipping for product returns, unless and until it is a sample for a business client but will accept product returns in all cases at the store only.


General warranty:
The warranty is for the product matching the required performance and helping reduce costs.


Product Life Cycle Issues Your product is in what stage of the product life cycle?
Introductory Growth Maturity Decline


Service Quality Issues How will you incorporate the following service qualities into your offering?


Reliability: Through higher performance




Responsiveness: Through online promotion and communication




Assurance: Through branding and reputation building





Empathy: Through helping customize




Tangibles: The product itself




Key elements in the customer relation strategy:

• Helping in adoption of a substitute


• Providing higher value to consumers


• Helping in getting customized products Part 4 Distribution Decisions Worksheet
  
  Method Preferred distribution method
  
  Direct Intermediaries
  
  Costs Variable distribution costs will affect price of end product to consumer?
  Yes No
  Describe the role cost will play in your distribution method:
  
  
  
  
  Distribution Facilities Global distribution facilities needed? Yes No
  Warehouses needed? Yes No
  If yes, number of warehouses:
  
  List warehouse locations:
  ·
  
  


• Will you distribute your product through a retail location? Yes No
  If yes, what type of retail location will you use (select all that apply)?
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  

  Chain store	Specialty store	Franchise
  Department store	Discount store	Supermarket
  Convenience store	Drugstore	Warehouse club
  Restaurant	Factory outlet

  
  
  Will you distribute your product through nonstore channels? Yes No
  If yes, what type of retail location will you use (select all that apply)?
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  

  Vending machine	Direct retailing	Direct mail
  Catalogs and mail order	Telemarketing	Internet
  Shop-at-home

  
  
  Will you be a part of a franchise system as a franchisee? Yes No
  Business format franchise? Yes No
  Product and trade-name franchise? Yes No
  Will you franchise your offering? Yes No
  Business format franchise? Yes No
  Product and trade-name franchise? Yes No
  Describe your retailing mix, if applicable:
  
  
  
  
  If you will have your own distribution outlets, describe your plan for each element of the store atmosphere:
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  

  Employee type and density

  Merchandise type and density

  Fixture type and density

  Sound

  Visual factors

  Odors

  
  
  Web Site Concerns If you have a retail outlet, describe how will you convey atmosphere of brick-and-mortar store on-line:
  
  
  
  
  Will you feature or promote other Web sites and/or companies on your Web site?
  Yes No
  List which you will promote:


• Describe the strategic goal to be achieved by this (these) partnering(s):
  
  
  
  
  Part 5 Promotion Decisions Worksheet
  
  Objectives Promotional objectives:


• 
  
  On-line promotion? Yes No
  Describe:
  
  
  
  
  Off-line promotion? Yes No
  Describe:
  
  
  
  
  
  
  Theme Promotional theme is:
  
  
  
  
  Promotional message is:
  
  
  
  
  Copyright needed? Yes No
  
  
  Design Promotional tools designed by: In-house personnel
  Outside agency
  Combination
  In-house personnel responsible:
  
  
  
  
  Agency hired:
  Advantages to in-house design work:
  
  
  
  Disadvantages to in-house design work:
  
  
  
  
  Media Select media for promotions:
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  

  Television (stations)	Radio (stations)	News-papers	Magazines	Outdoor (cities)	Internet (sites)	Other

  
  
  Describe geography of promotion and/or product roll-out: International National Regional Local
  
  Advertising All advertising pieces have uniform theme and style? Yes No
  If not, justify:
  
  
  
  Ads have sufficient information on product benefits? Yes No
  If not, how can you increase this information?
  
  
  
  Public Relations Activities List public relations activities:


• 
  
  Sales Promotion Tools Select promotion tools:
  Regular coupon Rebate
  Tradeshow Contest Sweepstakes Samples On-line coupon Demonstrations Premiums Other
  
  Sales Do you need a sales force? Yes No
  If yes, how will you compensate them?
  Salary only Salary + Commission
  Commission Only Other
  How will you organize sales territories?
  
  
  
  
  
  
  
  
  
  

  By product

  By customer type

  Geographically

  
  
  Will you compensate differently for on-line sales activity? Yes No
  List sales alliances you intend to pursue:
  
  


• 
  
  Part 6 Pricing Decisions Worksheet
  
  Costs of Marketing Plan Identify costs associated with each of the following elements of the plan:
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  

  Feature	Cost
  Product manufacture
  Marketing research
  Competitive intelligence
  Packaging
  Intermediaries
  Distribution network
  On-line promotion
  Off-line promotion
  Promotional tools design
  Promotional tools production
  Media costs
  Sales force compensation
  Domain name registration
  ISP contract
  Web site development – design
  Web site hosting
  Web-site content creation
  Other
  Total

  
  
  Calculate break-even point for selling:
  
  
  Break even = $
  
  Can you sell enough to cover costs? Yes No
  
  Strategy Circle strategy you are most likely to use:
  
  
  
  
  
  
  
  
  
  

  Penetration

  Skimming

  Status-quo

  
  
  Where is your product in the PLC?
  
  
  
  
  
  
  
  
  
  
  

  Introductory

  Growth

  Maturity

  Decline

  
  
  How will this affect your pricing strategy?
  
  
  
  
  
  Price Comparison Compare your price to your competitors. Who is higher?
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  

  Competitor	Price	Your Price

  
  If serious price differences describe how you will communicate your differential advantage:
  
  
  
  
  Discounts
  
  Circle discounts you will offer to off-line customers:
  
  
  
  
  
  
  
  
  
  
  
  
  
  

  Quantity	Cash	Functional
  Seasonal	Promotional Rebates

  
  
  Geographic Customers will pay shipping? Yes No
  All customers pay same shipping? Yes No
  Customers pay shipping based on distance? Yes No
  
  Special Pricing Tactics
  
  Circle special pricing tactics you will use:
  Single-price Flexible price Service pricing Price lining
  Leader pricing Odd-even Bundling Two-part
  Pricing strategy during inflation:
  
  
  
  Pricing strategy during recession: