Marketing Plan: Mac’s Bait ‘N’ Tackle

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Executive Summary

Situation Analysis

The Marketing plan starts off with an analysis of a new business in the making, thus following

with company, customers, competitors, external market environment, and S.W.O.T. (strengths,

weaknesses, opportunities, and threats) analysis.

Company:

Mac’s Bait ‘N’ Tackle will be located at Bonneau Beach. SC, 29431 in Berkeley County

approximately 7 miles north east of Moncks Corner. SC, 7 miles south east of St. Stephens. SC,

and 36 miles from Charleston. SC. Bonneau Beach has a current population of 501; increase of

41.5% from 2000 to 2012.

Company objective:

Although this will be a new business, the goal will be to outreach to the public focusing on

tourist and large families. Mac’s Bait ‘N’ Tackle will provide recreational outdoor equipment for

rental, or purchase to include a guided touring service for Lake Moultrie located in Bonneau

Beach.

Customers

Customer analysis will be conducted within a 50-mile radius. From recent survey most locals

here lack the resources to own, or time to maintain their own outdoor recreational equipment.

Bonneau beach and other nearby by areas also seem to be willing to become more aware of the

area they spend time relaxing when away from work, but have little time in their schedule to do

so.

Competitors

Competition in the local area is very limited with only a Super Walmart being located 7 miles

away and the next closest competitor being 40 miles away. Therefore, the competitor analysis

here seems not too much of a challenge for the business to develop profits.

External Market Environment:

The current population stays on a rising level, with an increase in household income. Lately,

within the local commuting area this business stands a chance to boom before the off season.

Current situations tells sign of an increase in the fishing or boating activities from local families,

and rising tourist visits. However with high inflation rates we stand a chance of slower business

boom. Being that may Mac’s Bait ‘N’ Tackle should still profit due to lack of competition.

S.W.O.T:

Strength:

Mac’s Bait ‘N’ Tackle strengths include the following:

Location on Bonneau Beach creates easy lake access to include boat ramp & docking

Staff will include highly trained local tour guides, and inventory personnel with

experience such as; excellent sale skills, great people & communication skills,

Knowledge of equipment being sold, and knowledge of lake area to include local

hotspots.

About half of the customers should come from referrals

develop excellent reputation from local community

A variety of services being offered

Strong ethical principles

Emphasis on customer care and well maintained equipment rentals

Quality and up to date equipment purchase availability

High expectation and requirement of staff responsibilities

Inviting environment to include bright warming colors to let customers feel at home away