April 18, 2011
McBride Financial Services Marketing Plan
McBride Financial Services is a mortgage lender with the corporate headquarters location in Boise, Idaho. McBride Financial Services is also expanding their locations throughout five states to include Wyoming, Montana, North Dakota, and South Dakota. McBride Financial Services mission is to “be the preeminent provider of low cost mortgage services using state of the art technology” (Apollo Group, Inc., 2003) McBride Financial Services has the opportunity to increase their hold on the targeted market niche and to expand that standing on the success of the primary expansion. Through careful research, planning, implementation, and customer feedback McBride Financial Services will become predominant as the affordable and simplified mortgage lending firm. Marketing Research Strategies
The goal of niche marketing is to identify and target a consumer group with needs that a company’s particular services or products can deeply satisfy. “The key to attracting clients is by providing services and products that would help your clients deal with their most urgent needs (Rafati, 2011). The goal of McBride Financial Services is to expand the current niche. Systematic information compiled from all consumer contact is used to determine the current market niche and what natural expansion areas would be advisable. For example, if there is a considerable positive customer feedback to one specific location, McBride Financial Services will examine and transplant that atmosphere in the other offices. The costs will vary and could be as simple as offering fresh coffee in the lobby or as complex as changing the color scheme. The marketing department will be assigned to design and implement improvements coordinating with building maintenance and repairs to carry out changes within the current budget. To gain firsthand information about the target...