MARKETING PLAN

Topics: Bicycle messenger, Marketing, Courier Pages: 5 (811 words) Published: January 7, 2015

MARKETING PLAN
FOR VVCA SERVICES
(BICYCLE COURIER BUSINESS)

PREPARED BY:
DELA PAZ, ISAIAH
BAGUHIN, SHERYL
CASTILLO, JEMUEL
SAPOLMO, NELIA

EXECUTIVE SUMMARY
VVCA Services is a bicycle-based courier service serving City of Makati attorneys and law firms. VVCA Services can transport documents and small parcels to clients, other law firms, as well as transport and file documents with the clerk of courts. Law firms will be the primary group of customers and the only one targeted. VVCA Services will also serve non-law-firm customers, but will not target this area of the market. VVCA Services will offer reliability and industry insight to law firms enabling VVCA Services to provide superior service relative to the current service providers.  Reliability is an important variable for service to law firms because firms have many court imposed time constraints put on them that are inflexible. By providing professional, reliable service, VVCA Services will be able to rapidly gain market share. Previous legal experience also provides VVCA Services with a competitive edge over the competition.  SITUATION ANALYSIS

VVCA Services is entering their first year of operation.  In order to achieve the market penetration that is forecasted, marketing must become a dominant business activity. VVCA Services offers the legal community a reliable, professional, delivery service that can provide service of notice and document delivery to opposing counsel as well as document delivery to the clerk of courts. The basic market need is a reliable service that can support all needs a law firm may have. SWOT Analysis

Strengths
Unmatched legal industry insight.
Benchmarked training programs ensuring professionalism and efficiency. The use of fast, eco-friendly delivery vehicles (bicycles).

Weaknesses
The lack of brand, a factor of being a start-up.
The struggle to convince law firms to ditch their current service provider in favor of the VVCA Services’ ability to balance time devoted to operations versus business development. Opportunities
The continual need for document delivery by attorneys.
The increasingly developed infrastructure for bicycles.
Threats
High turnover within the messenger industry.
Electronic filing.
Competition
Serving the Makati area, there are about 20 different delivery services, about a quarter of these are taxi services that also make deliveries. The rest are courier or messenger services. Some use cars and a few use bicycle as the means of transportation. In general, the bicycle messengers are less expensive because they have lower overhead. In the heart of the city, bicycle messengers can be as fast as or faster than the car-based courier services because of automobile traffic. There are five different companies that target law firms by catering to their special needs. All of these are car-based services.  Law firms buying habits are based on convenience and reliability. GOALS AND OBJECTIVES

It is to position VVCA Services as one of the premier delivery services in the city Marketing Objectives
Increase the number of firms/attorneys served by 5% a quarter. Increase repeat customers by 7% per quarter.
Decrease customer acquisition costs.

Financial Objectives
Profitability by the end of year one. 
Reduce training costs by 2% a quarter through more effective, efficient techniques. Decrease overhead by 5% a year.

STRATEGY STATEMENT
As VVCA Services’ mission is to provide law firms with an environmentally friendly, expedient delivery service, the main strategy of the business is to sell to its clients the idea of reliability and industry insight on an excellent quality being embodied by business. ACTION PROGRAM

The single objective is to position VVCA Services as one of the premier delivery services for Makati-based attorneys and law firms. The marketing strategy will seek to first create customer awareness regarding the offered services, develop the customer base, and...
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