Marketing Final Case

Fireplaces, Firewood, and Accessories

Marketing Final Draft

Cozy Heat, LLC

April 19, 2013

Table of Contents

1.0 - Executive Summary 3

2.0 - Situation Analysis (Overview) 4

2.1 - Market Summary 5

2.2 - SWOT Analysis 8

2.3 - Competition 9

2.4 - Product Offering 10

2.5 - Keys to Success 11

2.6 - Critical Issues 11

3.0 - Marketing Strategy (Overview) 11

3.1 - Mission Statement 13

3.2 - Marketing Objectives 14

3.3 - Financial Objective 17

3.4 - Target Markets 19

3.5 - Positioning 20

3.6 - Pricing Strategies 22

3.7 - Marketing Attack Strategy 24

3.8 - Marketing Research 27

4.0 - Controls 28

4.1 - Progress Milestones 29

4.2 - Marketing Organization 30

4.3 - Contingency Planning 31

5.0 - Conclusion 32

1.0 - Executive Summary

Many start-up businesses shy away from spending a large budget on marketing efforts due to their fear of not being successful and/or profitable enough. However, this approach is the most dangerous one, due to ignorance concerning marketing. Marketing is a tool which will move a start-up business to the front lines and enables the company to be a true competitor instead of waiting at the sidelines for a lucky bystander to stumble on the business. Cozy Heat LLC understands the value and advantages a marketing plan brings and will elaborate on each of the efforts within this plan. This company has a few competitors who mainly advertise in newspaper and/or incorporate a company website. This is not where this company will stop. Cozy Heat LLC will take advantage of all aspects, such as marketing research, strategy, SWOT analysis, and many others, to assure that this company will be able to move into the market to stay.

This start-up business will strive to create a harmonious environment for customers to receive exceptional products and services, which withstands the test of time and is affordable to all homeowners on the market. Our company offers a wide selection of fireplaces and firewood, in conjunction with the installation, replacement, and repair of fireplaces. We are committed to ensure that our customers are receiving exceptional customer service. Cozy Heat LLC will also ensure social responsibility in incorporating state-of-the-art fireplaces and environmentally friendly heating sources.

The demographics we want to service are homeowners in the ages of 25 to 65 regardless of their income. The beauty with this business is the wide variety of heating sources that we offer, which anyone can afford unrelated to their wallet size. Introducing a one-stop-shop will enable the customers to save time, money, and efforts and thus the following marketing plan will sure be a success.

2.0 - Situation Analysis (Overview)

Cozy Heat, LLC is a start-up company. The marketing thereof is very important due to the start-up business and because this business is a one-of-a-kind business in the Tacoma area. Cozy Heat, LLC offers a wide variety of fireplaces, firewood, and accessories to choose from.

The market allows for this type of business to be successful due to the rising heating costs in the area of the country where the weather is mostly dreary and cold. Customers are currently looking for a more efficient and cost effective way to heat their houses. Cozy Heat, LLC is able to meet this demand.

Market Summary:

This section will cover the trends, needs, and potential growth. To notice are the graphs and tables which illustrate the increase of cost for gasoline, electricity, and gas.

S.W.O.T Statement:

The object of this statement is to illustrate and demonstrate the ability of assuring that all aspects of this business have been extensively researched. Cozy Heat, LLC has confidently researched all of the aspects, which can be read later in this document, and has grounds for celebration, due to the absolute possibility of gaining access to this market and also more than likely gratifying success.

Competition:

Competition has and will always be the largest hurdle to cross. Cozy Heat, LLC has two types of competitors, which after conducting research do not have a large hold on the successful business of Cozy Heat, LLC.

Products Offered:

Cozy Heat, LLC will offer a wide selection of products, which are illustrated in this section.

Keys to success:

The keys to success are and have always been the eagerness to assist customers and offer them what they need. This section will demonstrate this statement.

Critical issues:

The critical issue is that of gaining market access. This section explains how Cozy Heat, LLC will overcome this situation.

2.1 - Market Summary

Cozy Heat, LLC possesses a great deal of information about the current market and also the potential customers. The information derived from the potential surveys and interviews of customers will assist Cozy Heat, LLC with the necessary information to best serve our customers.

The targeted market is located in the Seattle/Tacoma and outlying area, where customers are currently experiencing a very high cost for electricity and gas heating. The following map shows the targeted area for a clearer understanding of the areas, Cozy Heat, LLC will market to and essentially have as a client base. The venturing outside of this area will be part of the 10 year business strategy.

Market Needs

Cozy Heat, LLC provides their customers with a wide variety of products for their heating needs. Usually,