Executive Summary
The purpose of the marketing plan is to improve business problems increasing customers’awareness in Joy’s Creative Arts’ products and services online and public communities. Curnow and Randall (2007) states, “Strategic analysis, market assessment, strengths and Weaknesses, which a person can get the idea. No substance to found at this stage of the game. The marketing firm is selling ideas. It will not give you any specifics on a plan or recommendation until you sign on the dotted line” (p.16). The problems that need to achieve are increasing customer awareness on products and services, target right audience, increasing business growth and sales. Joy’s Creative Arts plan to add more products and services, more customers, do more opportunities and add more studio locations. Other problems include improve quality on products and services, offer dance programs that help improves customers’ family relationships, health, relationships with other and wellness. This company will need to find permanent locations and increase employment opportunities.
Joy’s Creative Arts created by Joy Michele Timmons in 2009, and a performance company developed performance dance programs for children, families and teens age 5 to adult beginners to professionals. This performance company educates and trained dancers and non-dancers to prepare to perform recreational activities, such as charity events, competitions, shows and videos. These dance programs benefits customers to improve their dancing, relationships their families and others, health, wellness, participate in careers and events.
The objectives are to established Joy’s Creative Arts in 2009 and get additional assistance on helping this company to be successful for years. Then, the other objectives include increasing customers awareness on products and services online and public communities including targeting the right customers. Joy’s Creative Arts plan to find the good studio spaces to offer this company’s products and services; get funding to afford business expenses for this company. Then, the company plans to make at least $1,000,000 of sales by 2034.
The scope of Joy’s Creative Arts is to determine where this company should offer dance programs and retail products, such as apparels and refreshments. Joy’s Creative Arts decided to offer dance programs and retail products in different states of USA, but also in fitness centers, apartments, recreation centers, daycare centers, schools, colleges, studios and gymnasiums. Joy’s Creative Arts management team including the owner will work with Encrease company about developing plans to market this company’s products and services through websites and public places.
The key to success for Joy’s Creative Arts are have great teachers, staffs, evaluate any customer’s problems and make sure they are honest and have time to promote the studio’s marketing offers, such as special offers. Another keys to success factors include no matter the ups and down of the performance company ownerships, are able to use current and new effective strategies to stay a successful business. Finally, as a company, they will start out small by offering few performance dance programs, products and events and as a part-time business until this is a company in everything.
Joy’s Creative Arts plan to invest at least $50,000 by 2015 for the start up investment for this company. This company expected the sales and revenues to be at least $100,000, cost of expenses to be $20,000, gross margin to be 80% and make $80,000 gross profit in 2015. Then, in 2016, the expected the sales and revenues to be at least $150,000, cost of expenses to be $25,000, gross margin to be 83.33% and make $125,000 gross profit. Next, in 2017, the expected the sales and revenues to be at least $200,000, cost of expenses to be $30,000, gross margin to be 85% and make $170,000 gross profit. Finally, in 2018, the expected the sales and revenues to be at least $250,000, cost of expenses to be $35,000, gross margin to be 86% and make $215,000 gross profit. The future plans are to make good sales, increase dance programs, products, branch out in other states, such as North Carolina, Georgia and California besides Maryland, Other future plans includes doing more events that they have not done yet in the current situations.
Products and Services
Mission: Joy’s Creative Arts’ mission is to learn how to dance to improve customers’ self-esteem and health, perform dance together as dancers, family and friends. Another mission is entertained the audience to show what the customers made of when it comes to dancing. Then, the company’s vision intended to provide students with best performance dance programs, which benefits their life situations including loosing weight and stay in shape. This company also intended to provide seven dance customer services, offer special offers to customers and participate in recreational activities including careers, competitions, shows and videos.
The SMART (Specific, Measurable, Achievable, Relevant and Time-Bound) objectives use to make sure Joy’s Creative Arts follows their goals in order to promote successful products and services to customers. The specific goals are if customers want to improve their health, relationships with others and wellness; the goal is to participate in dance or fitness programs in order to achieve this goal. If customers want to perform in events, the goal is to attend 12-28 week dance programs in order to achieve this goal. If customers want to improve their dance performance, the goal is to attend 12-28 week dance programs and private lessons in order to achieve this goal. If consumers plan to pursue their careers in dance and non-dance field, the goal is to apply a job position by submitting resumes, cover letters and professional works in order to get a possible job opportunity.
The measurable goals are to use attendance sheet to record customers’ attendance to determine they can attend the events. The company can use health activity worksheet to record customer’s health performance since they started the program. In order to measure customers’ relationships with other customers, an evaluation is the best way to measure customers’ success on working with different dancers in dance programs. The achievable goals are attending dance or fitness programs to improve any life situations, apply the job position by submitting resumes, cover letters and professional work for job opportunities and attend dance program if customers want to perform in events. Another words, people that achieve these goals must continue to use them in order improve their life for the better. The relevant goals participate in health and fitness programs are important to you, not just for other people no matter how busy everyone’s lives are currently and future. The time-bound goals are customers want to practice 12-28 weeks to perform in events and improve their life by staying active and shape.
The products offer are apparels, such as hats, shirts and jackets, souvenirs like DVDs and refreshments, such as hotdogs and sodas. The services offered are family and recreational performance dance programs, private lessons, specific offers, studio rentals, summer programs and workshops. The target audience is children ages 5-11 beginners to intermediates, families in all levels and teens age 11-19 beginners to professionals. The target audience also includes males like boys and men and females including girls and women. It also involves non-high school students (elementary and middle school), high school students, college students, working professionals, married couples with no children and children. Finally, the retired working professionals and senior citizens are part of the target audience in the family category. The family dance programs are design for family members only and receive 30% off of programs, get one-week free trial classes, free technique classes and get free nutritional guides. The recreational dance programs are design for children, families and teens and receive 30% off of programs for those that qualify, get one week free trial classes, free technique classes and get free nutritional guides.
Market Analysis
The research methods used to conduct to determine target market are descriptive, case study, qualitative, quantitative, consumer research and market research. The market size is to have 5-400 customers per year in the United States and other countries. Children ages 5-11 can have 4-10 students per program, families in all ages can have 2-20 families (2-18 family members) per program and teens age 11-19 can have 4-20 students per program. Joy’s Creative Arts business will locate in the North America in Maryland, North Carolina, Georgia and California. These locations must be good communities, busy areas with tons of people in the areas; areas do not offer dance programs and places consist not too many competitions. Next, the market analysis evaluates the psychographics based on customers’ behaviors including attitudes, beliefs, values, views, opinions and experiences about participating in dance programs.
The target segment consisted of understanding the target market for better to the customers, selling family and recreational programs to the target audience of this company. Children are the biggest sector because most dance programs consist more children under age 11 taking dance programs. Families are the reasonable sector because there are not as many dance programs offer to families in dance companies. Teens age 11-19 are the bigger sector because as children move up to dance programs, some teen classes consist of slightly less attendance in dance programs. Joy’s Creative Arts plan tot everything they can to make sure the growth in children, families and teens’ dance programs’ and customers’ growth is 5% each year. To make sales, if there are 50 customers taking a 2 class programs for $80.00 per month, then the company will make $4,000.00 of sales. If there are 200 customers taking 2-class programs for $80.00 per month, then the company will make $16,000 of sales. These examples can happen if the company follows the goals and other expectations. This segment also includes the customers taking dance programs in mornings, afternoons, evenings and nights on weekdays and weekends. The other part is also to focus on consumers taking creative, contemporary, hip-hop and jazz funk dance in dance programs. Finally for the market share is to maintain potential growth, which decline in 2008 due to the bad economy, event if they have to be aware of the competition offer similar dance programs and related services.
Joy’s Creative Arts business wanted students to prepare for the dance world. Joy’s Creative Arts need to develop health and safe dance programs that benefits everyone’s expectations in any life situations. This company needs to make good sales in order to afford all business expenses including studio space and travel to perform in events. Next, it is important to build stronger and better management in order to maintain a successful company for everyone. Joy’s Creative Arts have to find a good permanent space to offer programs; need funding to support business expenses and make an income to support their life situations. This company also needs to work with motivated, dedicated, committed, serious, positive and professional customers and employees in order to be a successful business.
Competitor Assessment
Business unit strategy or competitive strategy determine how companies are going to compete against other competitors such as what the business should serve, what needs should to resolve and how to design and positioned the business. Walker Jr. and Mullins (2011) states, “Business level strategy goal is to compete in its industry in order to have the sustainable advantage over its rivals” (p.19). Joy’s Creative Arts will compete their dance programs including special offers and features and against other dance companies and entertainment companies. Since Joy’s Creative Arts is a mall business, they can use business level strategies for their operations to assist them and employees. Usually owners, managers and employees developed business unit strategy guidelines to use for maintaining a successful business. Farrell, Hitchens and Moffat (1993) indicate, “Companies competing in the same market segment many differentiate along a variety of different dimensions. In strategic management consultancy, for example, some firms differentiate themselves on content-the formulate of strategy while others emphasizes implementations” (p.47).
Another business strategy used for this business is product differentiation strategy and growth strategy. For example, when dance programs start on January 10th, 2015, students will know what the instructor plans to teach in this term. Then, the process will be how students are going to have access to the information and engage in activities that they can master in dance programs like dance routines. Finally, the product part is to determine how students are going to demonstrate what they learn in dance programs. For the growth strategy, it will be used to determine growth on customers, sales, products, services, profits and employees. Walker Jr. and Mullins (2011) states, “Miles and Snow develop the four business strategies that companies can use to market their company’s products and services and other purposes. Prospector would be the best option because it focuses on growth through the development of new products and markets” (p.86).
Joy’s Creative Arts is competing against Baltimore Dance Center, Encore Baton and Dance Center and Nickolz Productions. Joy’s Creative Arts has received customer’s awareness on dance programs, offer creative, contemporary, hip hop and jazz funk in programs and getting support to increase business growth. The weaknesses are not too much financial support to increase business growth, no sign up for dance programs, having unmotivated customers to do dance programs and lack of communication from consumers and staffs on activities. Finally, Joy’s Creative Arts still do not have a finalized studio space to offer dance programs. This company’s passion towards performing arts for everyone has increases and having awareness about performing arts among people. The threat of this analysis is competition from new and current dance companies offering similar dance programs. Baltimore Dance Center had customer awareness of dance programs, offers ballet, contemporary, hip-hop, jazz and tap, but not pom dance like Joy’s Creative Arts.
Baltimore Dance Center has a studio but change locations due to being located in the bad community of Baltimore, MD. This company does not list the prices, special offers, no competitive or professional dance programs and dance schedules on the website like Joy’s Creative Arts. Even though, Joy’s Creative Arts does not have competitive and professional groups, but they have all students can auditions for competitions and professional events for this company. Baltimore Dance Center opportunity is audition for dance opportunities. The threat of this company will still be competitions because they maybe other dance studios in Baltimore, MD offering better dance programs.
Encore Baton and Dance Studio have a permanent place, but the owner move and unsure if this company is still active. All information about dance programs, schedules and events are listed on the website, which is no longer active. There is a similar dance with the similar name, but unsure if it is the same one. They offer special offers, the same dance styles as Joy’s Creative Arts and Baltimore Dance Center, but also baton dance programs. They have provided competition dance programs for serious and experienced dancers. The owner mistreated teachers and hire employees that are too young to work in workplaces. The threat is the same as the other competitors listed in the marketing plan.
Nickolz Productions have a permanent place to offer dance programs. All information about the dance programs listed on the website. They offer hip-hop, street jazz and performance programs, but other dance styles compare to other companies in this marketing plan. This company mistreated applicants in hiring job opportunities. They do not have special offers on dance programs. Nickolz Productions offer opportunity for dance students to join the performance company to do TV commercials, competitions and shows.
Michael Porter developed the five competitive forces useful for any companies, such as Joy’s Creative Arts. They are risk of entry by potential competitors, current competitors powers of buyers, power of suppliers and substitute products and services. The critical success factors for dance are aligned strategy with performances, optimize performance empower people, a common goal, attracting and developing top talents and poised execution in dance programs and opportunities. Joy’s Creative Arts’ competitive response will depend on the type of action, reputation of a competitor to taking action, competitor’s dependence market and competitor resources availability for dance programs and related services.
Market Strategies
Here are the marketing strategies’ objectives we will follow to accomplish this goal. The market strategy goal is to promote Joy’s Creative Arts in yellow pages, Internet marketing, local newspapers, events, flyers, coupons; discount books, radio and signs in the communities. This company will also advertise their items on video marketing and websites. Create dance programs awareness to the target population children, families and teens by offering two sets of dance programs in contemporary, creative, hip hop and jazz funk. Joy’s Creative Arts plan to increase dance program attendance by 5% by promoting websites, blogs, social networking sites and video marketing. Finally, this company offered dance programs on January 10th, 2015 and registration deadlines are January 10th, 2015.
Joy’s Creative Arts developed because this performance company offers creative services, such as performance dance programs and opportunities. Timmons develop a new three-word slogan, “Learn, Perform and Entertain”, which matches the purpose of this company. Learn means learn how to dance to improve self-esteem and health, perform means perform dance together as dancers, friends and family and entertain the audience to show what they made of through dancing. This company’s sales strategy will be effective as possible in order to maintain a successful business. This company will use effective sales strategy to advertise payment plans of programs, low prices on programs, discount specials and free trial offers. These strategies will notify people about different dance programs that the company’s offers and dances their customers want to learn. Joy’s Creative Arts’ staffs will work with the customer on specials on their requirements in dance and outline customers’ wants and needs. The staffs and customers will agree brief consultation that benefits customer’s satisfaction in dance programs and expectations of the customers. Customers can register for dance programs by contracts and commit appointments including the policies.
Performance Dance programs are $40.00 per month for one class, $80.00 per month for two classes, $120.00 for three classes and $160.00 per month for four classes. The customers, such as families receive 30% off discounts on dance programs. The class cards are $60.00 for 5 Classes (1 free + 4 regular classes $15.00 each) to $480.00 for 33 Classes (1 free + 32 regular classes $15.00 each). Customers are also charge for $15.00 non-refundable fee for dance programs. Souvenirs are $3.00, bags $25.00, biketards and unitards $40.00, dresses $30.00, Hats $5.00, Jackets, $35.00, Shirts and Tops $10.00, shorts and skirts $15.00 and pants $20.00, students can get DVD $15.00 each, Tickets $5.00 each and Refreshments $1.00 each. Studio rental with Insurance Coverage Fees $40.00 is (optional). Joy’s Creative Arts’ employees rent for free. 1 hour rental is $40.00, 2 hours rental $80.00, 3 hours rental $120.00 and 4 hours rental $160.00.
Joy’s Creative Arts develop ways to getting the word out on online and public communities. Encrease company and Joy’s Creative Arts apply banner ads on different on websites including yahoo.com, yelp.com, yellowpages.com, youtube.com, facebook.com, blogspot.com and joyscreativeartsbiz.com. Then, this company has to develop ways getting the word in public communities. Joy’ Creative Arts can distribute advertisements on dance programs in dance studios, entertainment businesses, fitness centers and recreation centers. Joy’s Creative Arts is used banners ads, but also direct marketing, video marketing, brochures, cards, flyers, websites, blogs, magazines, newspapers, postcards and social media to promote their dance programs and other services. This company will create a marketing action plan with completion dates on programs and details on responsibilities for each task.
Implementation and Control Plan
Joy’s Creative Arts marketing strategies provide the implementation and control plan to target people, such as children; families and teens that expected to receive good dance education and opportunities. Various dance programs offered in an effort to make dancing affordable for everyone’s budget. Assistants, Instructors, Interns and Volunteers are experienced and trained professionals, which help everyone’s learning to be friendly, fun, positive and safe. Providing excellent customers services is the one of the keys of success in Joy’s Creative Arts. Marketing strategy will also based on decision-making on advertisement placements, direct mail, Internet Web page and work with community businesses. Joy’s Creative Arts sales strategy consisted of identifying and planning good strategies to satisfy customer. This company alerts other staffs and customers about the sales on products and services of this company. Set up sales for products and services depend on the amount of materials, and time spent to create these products and services, the current economy and business expenses. The sales will be presented to customers where it satisfied customers’ criteria in products and services.
Marketing Workers Functions
Marketing Manager-This person has the authority to operate products, pricing, packaging, place and promotion.
Advertising Manager-This person is in charge of promoting, marketing and advertising in the company’s products and services.
Sales Manager-This person is in charge success and failure of companies. They design sales strategies to achieve sales targets and make revenue from the company.
Website Content Manager-This person is in charge of website functions and performs software updates, monitor, assess and report on website performance.
Graphic Design Manager-This person is in charge of planning, directing and organizing activities with staffs that design graphics for commercial or promotional needs.
Graphic Designer-This person designs print, website, advertisements for companies.
Salesperson-This person managed the sales on products and services on companies.
Content Strategist-This person maximized content on commercial and promotional needs.
Editorial Director-This person works in the newspaper, magazine, public relations agencies and websites. They edit all content of all publications.
Content Curator
This person is responsible for organizing data through the Internet and collecting most relevant data to present on blogs, websites and social media.
Marketing Management Functions
Marketing Analysis-The company is responsible for writing market analysis on marketing products and services.
Marketing Control-The company must plan ways to promote their products and services to customers in order to maintain marketing control.
Marketing Implementation-The company also much complete the planning marketing activities as they planned.
Marketing Planning-Finally, the company plans to maintain successful marketing must effective plan effective marketing research strategies on promoting products and services in order to get results.
Contingency Plan
It is good plan to have in case of any incidents occurred that may cause problems and require repairs. The negative events the company may face are natural disasters, crises, personals; data loss, mismanagements and product issues. The types of natural disasters Joy’s Creative Arts face are hurricanes, fires, earthquakes, tornadoes, storms, hot weathers, snow weathers and heavy rain weathers. The types of crisis may face threatening employees and customers, job injuries, illnesses and accidents. Then, the personals the company may face are death of employees or customers. Next, the company can be at risk for having data loss from hackers from online and technical difficulties from computers. Then, there is a possibility of Joy’s Creative Arts having mismanagement, such as thefts, neglects and accidental destruction. Finally, this company can face product issues, such as large orders, filled dance programs, filled employment opportunities, resources and recalls of products and services.
Even though, these hazardous events can happen, but Joy’s Creative Arts will offer a contingency plan to reduce these problems and have backup plans. The company is insured by State Farm Insurance and save all data in external hard drive and other devices in case any of hazardous events occurred in this company. If necessary, there will two sets of everything in the business. The customers will complete contracts, and waivers for any of these hazardous problems occur in this company. The business closed due to any inclement weathers, such as snow, storms, hurricanes, tornadoes, earthquakes, heavy rains and icy road conditions, but will have made up work including dance program days. Finally, there will be security alarm systems and lockers for laptops for examples. The step to use for this plan are to analyze the risks, determine what is impacting the risks, develop a process of reducing risks and have alternatives to reduce risks in this company.
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