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Marketing Plan Paper

In: Business and Management

Submitted By fatalrewind
Words 1195
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Marketing Plan Paper Raymond Holman BSA 310 June 17, 2010 Instructor: Terrell Potts

Marketing Plan Paper
McBride Financial Services will increase market penetration, establishing their services as the premier technology-based Mortgage firm in the five state areas. To achieve this goal, McBride will conduct market research, select effective media outlets, and target specific markets. Catering to time constrained professionals, retirees, and families wanting simplified and flexible full service mortgage processing McBride will establish itself as a niche leader in the region. McBride (2004) intends to aggressively market using local, TV ads, Newspapers, handouts, radio, and realtors. Additionally McBride will also leverage Internet-based marketing differentiating the business as a technology leader.
Market Research Strategy McBride Financial Services recognizes that extensive market research must be completed to optimize advertizing dollars. Although the services that McBride offers are required by all customers to correctly close on a new home, McBride understands that their specific offering is better suited for particular segments of the entire market. To define this segmentation McBride will conduct two key market research studies in demographics, and psychographics. Demographics as defined by Bizmove.com is “the study of the distribution, density and vital statistics of a population, and includes such characteristics as * Sex. * Age. * Education. * Geographic location. * Home ownership versus rental. * Marital status. * Size of family unit. * Total income of family unit. * Ethnic or religious background. * Job classification blue

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