Marketing
Students will be working on the following elements of the marketing plan:
Situation analysis,
- Macro-Level External Environment (i.e., Political & Legal, Sociocultural, Technological, Economic)
- Competitive Environment (i.e., Threats of new entrants, rivalry among existing firms, Threats of substitute products, bargaining power of buyers, Bargaining power of suppliers)
- Internal environment (i.e., Firm Structure, Firm Culture, Firm Resources)
- Opportunity & Issue Analysis (i.e., SWOT analysis & Issue analysis)
For the elements, focus on the issues that you believe will be most important to JUST US! CAFES marketing planning over the next year or so.
What kind of market research JUST US! CAFES can incorporate to enhance the cafes’ performances?
(Times New Roman 12 font size, Double-spaced, 3 page limit (excluding Appendix). For citations follow APA guidelines.)
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Group 6 – MIB
Cloudcab Small Jet Taxi Service MARKETING PLAN
CONTENTS
Situation analysis
Macro-Level External Environment
Competitive Environment
Internal environment
Opportunity & Issue Analysis
TIME-CONSCIOUS TRAVELLING
01
SMALL UNUTILIZED AIRPORTS
FIRST MOVER ADVANTAGE (CA/NEV/ARI)
03
TARGET IS BUSINESS TRAVELS
04
02
Situational Analysis
= USP/VALUE PROPOSITION
= FOCUS MARKETING STRATEGY
CloudCab seeks to provide solutions for the time-conscious traveler using
quick, luxurious jet transportation. The small company was founded by
former pilot Travis Camp and is now poised to be a first-mover into the
California/Nevada/Arizona market. CloudCab will provide an alternative
to frustrating waits at the airport and long car rides at a fair price for its
customers.
CloudCab will use small, underutilized airports and a new class of
Very Light Jet (VLJ) to quickly and comfortably transport customers from
one city to another. Its customers will come primarily from businesses
needing quick, on-demand transportation. Initially, CloudCab will not face
much direct competition, so its biggest challenge will be to convince
customers of its benefits over more traditional products.
Political and Legal Environment
Subject to rules made by Federal Aviation Administration.
Smaller, underutilized Airports helps with air traffic congestion
Macro-Level External Environment
Socio Cultural Environment
Time efficiency for modern lifestyle
Spend more money on faster, more convenient travel options.
Technological
Changes in technology = cost efficient jets + economically feasible
Economic Environment
Prices and availability of Oil can impact business success heavily.
Threats of New Entrants
-Requires lots of lead time for manufacturing new jets
– They are primarily capital focused on luxury jets and do not focus on smaller, lower cost jets.
-Heavy demand and lots of lag time with the manufacturing process can lead to competitors to sweep market share.
Competitive Environment
Rivalries of Existing Firms
– not too many direct competitors, but there are indirect competitors in the private jet industry where customers for those companies pay for membership by the hour or partial ownership plans.
Threats of Substitutes
-Traditional airlines, drive a car or bus with regional travel
-Business consumers can make video calls as an alternative for in person meetings
-substitutes will be a bigger problem if there is economic downturn or national security limitations on travel
Bargaining Power of of Suppliers
-dependency is high due to having 1 supplier. If there is too much lag in manufacturing time then it could risk CloudCab going out of business. The supplier’s bargaining power is thus extremely high, however because in this industry there are not too many buyers from the suppliers, CloudCab does have a little power, so there is little incentive to treat CloudCab unfairly
Bargaining Power of of Buyers
-the market is primarily B2B and only a handful of customers will be catered to on each flight. Each single customer makes a significant impact on this type of market so every experience must be good to avoid loosing any. Although this is true, customers have limited bargaining power because changes made can cost the service more than what they are willing to incur. Major corporate clients on the other hand hold much more power because they have given the company business over time.
Firm structure
Recent company with few employees, easy communication.
Two founders, one is the CEO and the second is the chief operating officer.
Privated company funded by its founders who have a controlling interest in the company.
Other funding though venture capital firms
Internal Environment
Firm culture
Customer centric culture.
Reward system for employees to encourage productivity.
Firms ressources
Marketing team composed of experienced employees and recent graduates.
Sufficient cashlow for initial marketing and operating costs.
SWOT ANALYSIS
SWOT ANALYSIS
NO DIRECT COMPETITION
CUSTOMER CENTRIC
NEW BRAND
NEW BUSINESS MODELS
STRENGTH
WEAKNESS
INMARKET AIRLINE
OPPORTUNITIES
VERY LIGHT JET
UNUTILIZED AIRPORT
TREATS
OVERCROWDING
