Mcbride Marketing Plan
...solutions that meet the company’s mission and achieve the company’s goals. The plan focuses on delivering our product and services through a Web-based mortgage application. Market research in the areas of real estate investment, finance, advertising, advertising mediums, and mortgage loans, allows us to pinpoint and reach our target customers.
Business Requirements
The McBride mission statement shown in Appendix A requires advertising across a five state area. Pinpointing and reaching potential consumers through selected mediums achieve the McBride company goals, shown in Appendix A. The deliverable product “the most efficient and user friendly mortgage application process available obtained by leveraging technology (specifically the Web),” utilizes the company’s Website and strategically located offices (Apollo Group Inc, 2003). The services, listed in the business plan are as follows: A credit report, Mortgage, Inspection, and Appraisal (Apollo Group Inc, 2003).
Market Research
Market research focuses on three specific elements, market exposure and expansion, financing, and demographics. Achieving market exposure and expansion utilizes new advertising methods. Financing options offered, give the consumer the best possible mortgage that fits their budget. Demographic research pinpoints and provides the best medium available to reach the targeted market.
Market Exposure and Expansion
Market exposure and expansion turn away from traditional marketing methods such as the four Ps and will utilize a new method, Solution, Information, Value, and Access (SIVA) (Dev & Schultz, 2005). The four Ps is a traditional marketing method with the “focus on product, price, place, and promotion” (Dev & Schultz, 2005, p. 37). The traditional four Ps strategies will not focus on the demographic targets nor support the business plan. On the other hand, the SIVA method will allow...
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