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Business plan I. Introduction
Business plan I. Introduction
Business plan I. Introduction
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College Campus Calendar Business Plan
1951 Words4 Pages
Recommended: Business plan I. Introduction
Campus Calendar Case
I. Background
A. Organization Mission Statement
To provide appealing, cost effective and user friendly calendar products to the student, faculty, and supporters of Z University and the general population
B. Organization's Long Term Goals/Objectives
The group wanted to develop and market a product "any product" for the express purpose of making enough money to fund their senior year of tuition of $500 per quarter and gain some practical experience in business. I would imagine that if the group became successful there would be individuals that would continue to operate the business.
C. Industry and Market Analysis
1) Analysis of Competitors - Note! This analysis assumes there is no significant impact of computer based/generated calendars in the marketplace.
a. Objectives- Currently the company that provides a free calendar receives its income from advertising on the calendar. So, we can believe that the objective is to provide a basic product, and spend as little as possible to place the product in the market.
The commercial "Mall" competition has the objective of providing a product that caters to as much of the market as possible by having a great deal of diversification in their product mix, thus paying a premium price for the niche product.
b. Assumptions- The Company that provides the free product believes that by providing a free basic product will be draw enough consumers to make it worth their effort, and that sponsoring companies will continue to prefer their product for an advertising outlet.
Commercial competition believes that consumers will be willing to spend their discretionary income on customized calendars, and basic functionality is less important.
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The best marketing campaign for Collegiate Images is to have an intensive advertising blitz. They only have about 2 effective months of shelf life to achieve their target sales. In order to accomplish this task, the team will have to ensure market visibility.
The group needs to contact potential sponsors, comparable to clients that groups at other universities have had success with. Since the shelf life of calendars is very low the team should blitz through booths at the homecoming game and the union, and through flyers, since flyers are published daily and comparable unit variable costs (.025 vs. .023).
Appendix
Table 1:
Advertising Analysis
Two Month Cost (8 weeks) Impact Factor
The Easterner $1,120.00 48,000
Flyers $1,200 48,000
Union Table Rental $80.00 NA
Total Cost of Advertising $2,400.00 NA
Least Expensive $1,200.00 NA