TBC plans to use a direct sales force, relationship selling, and sub-contractors to reach its target markets. These channels are most appropriate because of time to market, reduced capital requirements, and fast access to established distribution channels. The owners of TBC want to emphasize to their potential customers that they are more than general contractors, they are complete construction coordinators.
TBC plans to advertise in magazines, newspapers, and radio. Initially a website with information on the company owners, their construction background, and contact information will be available online. References to the website will be mentioned in all other forms of advertising. Channels used to reach market segments include: sales associates, the Internet and direct mail.
In addition, The table and chart below outline the company's sales forecast for FY2005-2007. In our sales forecasts, the cost of sales includes only direct labor costs.
The company plans to become a leading provider of construction services in the local area. To achieve this, TBC will invest in many ways that will pay off in competitive advantages for its customers, for example:
Our marketing strategy is the key to our success:
Sales success requires planning. The company will formulate its sales strategy and tactics to achieve sales success by following these steps:
Step 1 - Analyzing The Company's Potential: Step through a structured process to help us develop a sales strategy.
Step 2 - Strategize Around Strengths: The description of sales activity will be analyzed to produce a report on factors impacting sales potential and ways to strengthen this potential.
Step 3 - Develop Tactics: Receive guidance to develop a comprehensive tactical plan to achieve success.
Step 4 - Measure Our Past Success: Develop key measurements that mark the progress of financial estimates that guide our growth.
Final Step - Employ An Action Plan for Success: Provide sales force with a tactical plan that is aligned with management's strategic objectives.
The company will start its operation in the first year by focusing on two areas:
Starting later in the second year and continuing into the third year the following areas of operation will be added:
The following table details the forecasts.
The milestones table describes the steps required for the beginning of operations. Steps might take longer than estimated, however the owners and the staff will do their utmost to adhere to this timetable.