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Sue Printing Co.
Marketing Plan
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A True Case

Nelson Xu, Wen Qing
Instructor: Mr. Bosworth
Term Paper of Marketing
5/25/2013

Table of Contents
Executive Summary 3
Current Marketing Situation 3
Market Description 4
Benefits and Product Features 5
Product Review 6
SWOT Analysis 8
Objectives 9
Marketing Strategy 10
Budget 10

Executive Summary Sue Printing Co. Inc. established in May 2008, is located on 100 Canal Street, New York City, classified as a commercial printing company. Over these years, our company has been targeting Chinese business and personal printing services, providing wide range of printing solutions, which’s including business cards, statements, postcards, flyers, wedding cards, restaurant take out menus, dine in menus, guest checks, coupon cards, posters etc. Since paperless has become a trend of digital age, it is time for us to review, reposition and reform ourselves, in order not to being left behind in the tough time and tight markets. (Accordingly, more and more people and business go green and participate paperless. It is the time to carefully scanning of the internal and external environments, rethink, and reset our marketing strategies.)

Current Marketing Situation New York Chinatown is such a special area for the Chinese people. No matter what kind of the business they run, and wherever their business located, especially Chinese Restaurant open up everywhere nowadays, the Yellow Pages, the mailing lists, and the statistics information are showed that there are over 5000 restaurants run by Chinese people in Tri-States. They are including the Mandarin, Szechuan and Cantonese Style, Vietnam, Thai and Malaysia Style, Some of them are Halal restaurants, Mexican restaurants, Japanese Hibachi and Sushi restaurants, Buffet restaurants, Wow, that’s more than McDonald’s in Tri-States and even the East Coast. These Chinese-run restaurants usually are family own (style) and they (create) provided lots of jobs. Most of the new immigrants are not so good at English. To work and to run a restaurant are their first job and first business. Most of time, they are using (look for) services with Chinese speaking, especially with their dialect. Like, the accounting and tax service, lawyers and immigration, construction and remodeling, restaurant supplies, kitchen equipments, signs and awning and printing service, education and ESL program, health and medical, employment agency, wedding and party organizers, money wire, etc. All of these kinds of service gather together in Chinatown, in East Broadway, Broadway, Canal Street and Bowery. New York Chinatown is their second hometown, is their base, support and backup. They buy food here, do their hair cut here, eating home style restaurant Dim Sum and roast duck, hang out with friends. The business in New York Chinatown is not a local business. It covered Tri-State and even the whole East Coast. All of the super market, restaurants, hair and beauty salon, fashion store, cosmetics shop, shuttle bus, etc. The immigrants get comfort with their homesick in Chinatown. Nowadays, more and more people come from China, the New York Chinatown have become a unique place. It’s such a big market and niche market. It is a business opportunity!

Market Description Let’s look at the printing service now. There are about fifty printing companies spread across Manhattan lower east side, Brooklyn eighth avenue, and Flushing. They are owned and run by Chinese (people), and focusing on Chinese market of east coast. There are about ten printing shops in Brooklyn. Targeting Brooklyn and Staten Island’s printing service. Also, there are about ten printers in Flushing, taking care of the business from Queens and Long Island area. There are thirty printing companies in Manhattan downtown. sharing the printing market of the east coast. The Chinese printing services have no area limit or boundary. A Flushing printer will not say no when orders come from Manhattan or anywhere else. Also, the printers in Manhattan and Brooklyn do likewise. However, when considering the transportation, people usually opt for local service, if the prices are similar. Besides, all of long distance bus lines are based in Manhattan Chinatown, they deliver menu as well, and the shipping rates are much cheaper than UPS or FedEx. That is why most of the outside orders are looking for printing services in Chinatown. On the other hand, two elements of the market have changed in these years which we should pay serious attention to. 1). Since the trend of out sourcing fifteen years ago, all of the books, magazines, universal business forms, product’s packages, greeting cards, wedding cards, and menu covers are made in China. Local printing and publishing companies had experienced a long and freezing winter. We could merely get the short run orders which were rush, small quantities, and usually costly. 2). Customers behavior also has significantly changed. Most of our orders are menu printing for restaurant. So, let us learn more about the change of the media. As the reading behavior is changing, the form of menu alters. Baby boomers and Generation X are still reading physical books, magazines, news papers, and menus, while the Generation X and Generation Z are getting used to go online. News paper and book publishers have followed the trend to adjust their products and services, branching out paper books and e-books, news papers and e-news. To survive in the sea of digital information, we should consider adjusting our business. The web design for restaurant becomes a new item on the top of our “To Do List”.

Benefits and Product Features Sue Printing provides one-stop printing solution. From sales to delivery service, we offer: 1). Pre-Press service. Such as translating, typing, graphic design, negative film output, printing plate burning. 2). Press service. Such as quick print, web offset print, digital color printing and big format poster printing. 3). Post-Press service, including paper cutting, folding, index numbering, laminating, padding, scoring, perforating, and direct mailing service. This full line in house production provides our customers with quick and various printing services.

Product Review In fact, large portions of our business are from oriental restaurants. While we are farming on the current accounts, by improving our production techniques and efficiency, we keep developing new products to satisfy the fast-changing market. Inspired by e-book and e-paper, e-menu should be a way out. We can predict the e-menu is the future. But so far, not many restaurants replace paper menu with ipads or tablets. However, to setup a simply website, that allows the youngs to find you online is the practical way to boost the business for restaurant. An affordable web design package consists with cyber-space set-up, menu showing, dish featuring, contact information, and even promotional coupons. What do you think?

Let us use the BCG matrix to review our product:

BCG Star: BCG Question Mark Direct Mail Service Simply Website Set Up

BCG Cash Cows BCG Dogs To Go Menus Copy Service Dine-In Menus Shipping Service

BCG Star -------- Direct Mail Service. Less invest item. About $5,000 an inkjet convey machine and what cost most is labor. This item is in high growth and high market share. So far, just few print shops in Chinatown know how to run this project. On the contrary, more and more restaurants need this service. We need to put more effort to promote it. BCG Question Mark -------- Web Design. Unlike computer companies or IT specialist, we just use the pre-set template to set up a basic website for restaurant. We already have the typing and menu layout, just cut and paste should get the job done. Save our time and save our customers’ money. Not every restaurant needs an online order function with their website. They just want people to be able to find them in the internet, with an affordable setup charge. That’s it. This is a perfect one. BCG Cash Cows ------ To Go Menus, Dine-In Menus, Business Cards, Flyers, Statements etc. They are the fundamental business of our company. They have high market share and stable growth. To reinforce this part can guarantee our business profit margin good enough. BCG Dogs ------ Copy and shipping service. If we put one new item on the To Do List, corresponds to take out one old item from it, because the resource limited. If we want to launch website design, we should take out copy and shipping. These two items waste our time and disturb our working pace.

SWOT Analysis

| |POSITIVE FACTORS |NEGATIVE FACTORS |
| |Strengths |Weaknesses |
| |1). small size, less layer structure of the management, which |1). Inadequate financial resources. Not enough money to |
| |make me more quickly respond what customer request. 2). The |expand the business. |
| |Chinese typing service. We can | |
|Inside the |type and combine them in a whole layout. This can make us unique|2). We just can buy the second hand and old style machine |
| |from else printing service in the United States. |that make our production inefficiencies |
|Company |3). We work in offset printing field over ten years, I have |3). In New York Chinatown, is very hard to find a big shop. |
| |enough skilled and experienced about the print processing. |Not enough space also makes our production inefficiencies. |
| |Opportunities |Threats |
| |1). Located in the Chinatown, New York City, let our business |1). Plenty of competitors. I found out there are over thirty|
| |not just for local service, it will cover the whole east coast |printing shops in New York City’s Chinatown already! Chinese|
| |of the America. Most of the Chinese food supplies, kitchen |businesses competition strategy are usually cut price and |
| |equipment, accounting service, lawyer, money transfer service, |then cut throat. Low price, high labor cost and high rent is|
| |family member and relatives, occasional parties etc., all of |the big risk lay on the front of us. |
| |these combination to attractive all over the U.S. Chinese get | |
| |together in New York Chinatown. That is why our location is one | |
| |of our strengths than somewhere else; this location also is | |
| |demographic, its focus a specific market; | |
|Outside the | | |
|Company | | |
| |2). There is a high potential for market growth. More and more |2). Out source. This market just has small volumes, tough |
| |immigrant came in these ten years. More and more business open |dead line jobs. Like magazines, weekly papers, statements, |
| |up. Beside the sharp rising amount of the Chinese run |biz cards, flyers and restaurant’s menus. Big volumes and |
| |restaurants, also relevant business grows up fast. All of the |plenty of time’s job, like books, package boxes, product’s |
| |business needs the printing service. And important is, this kind|labels etc. are surely send out to Mainland China. |
| |of the timely and short run order cannot out sources to Mainland| |
| |China. | |
| | | |

Objectives First Year (2014) Objective:
1. To grow market share for 5% in the menu printing field. This area is usually sharing the large portion with Sino Printing, ML Graphics, Double G Graphics, C & S Printing, Golden Star Printing and Us.
2. Reinforce promotion for our new direct mail service, to bring up the sales volumes. People usually not just do direct mail with our company, also they need printing service in the same time. We have the one stop in house process advantage. For save time, our customers can get all of the restaurant promotional service at one stop. This two difference service are support each other. We do both in one roof, thus can reduce waiting and transaction time. Furthermore, there are only two printer can do direct mail until now. This is an opportunity for maintaining and increasing our market share.

Second Year (2015) Objective:
1. e-menu development. This is not a rush task yet it is our future. The whole world’s trend ------ The printing industry like many other industries is starting to pick up the steam in going “Green”. Smart printers are starting to realize how to reform themselves and survive. Now, we already launch this service but still need to pay more effort in it. Promote, web design, and develop this service to be a comprehensively functional item. It will include from cyber space showroom to online ordering and e-commerce platform.
2. Printing + Direct Mail + Website design, they are like a tripod to support our business. In our last year’s sale, printing service took 70%, direct mail 20%, website 5% and others 5%. We can predict after five years, the yearly sale percentage would change to printing 40%, direct mail 20% and website growth to 30%. More focus on the website service; go along with Go Green, therefore, we will keep sustainable development.
Marketing Strategy We already use the “Branding” strategy. Since our company established, we have decided our logo, color code to identify our business in the mind of the consumer. In these five years, our products quality, service, and pricing combined to build up our brand in the market. Also, we already executed the “Niche Market” and “Direct Mail” strategy. Focusing on oriental restaurant, we have spread out advertising to the whole east coast monthly. In fact, these marketing strategies brought more and more business to us. As a result, our prompt service, good printing quality and reasonable price courage them to keep returning. Besides continuing our currently use marketing strategy, also we can think about the print strategy. Upon the tripod theory, consequently we have the “Combo Price Strategy”. In order to promote our direct mail and website design service, we can set the combo price for all of three items when order together. The detail is, when order separately 10,000 pcs To Go Menu ----------------------- $380.00 10,000 pcs menu for direct mail prepare ---- $150.00 A basic website set up ------------------------- $250.00 These are the market price. Totally is -------- $780.00 Our new marketing strategies are:
1. We can set a Combo Price if a customer orders three services in same time ------ $700.00
2. Print out this advertising, put one more piece paper into our routine direct mail envelop.

Budget $500 cost for flyers printing, and time cost for enclosing it to the sales kit. That is all. Do you want to give a try, Sir?