Strategic Focus And Plan Presented By Cassandra Rutledge

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RUTLEDGE HVAC

A Marketing Plan Presented by:
Cassandra Rutledge

Table of Contents Page
1. Company Description……………………………………………………………….2
2. Strategic Focus and Plan……………………………………………………………2
Mission Statement………………………………………………………………2
Goals……………………………………………………………………………..2
Competitive Advantage…………………………………………………………2
3. Situation Analysis……………………………………………………………………3
SWOT Analysis………………………………………………………………….3
Customer Analysis………………………………………………………………4
Company Analysis………………………………………………………………4
Market Size………………………………………………………………………6
4. Market-Product Focus……………………………………………………………….7
Market Product Grid……………………………………………………………7
Target Markets………………………………………………………………….8
Forecast Sales……………………………………………………………………8
Points of Difference……………………………………………………………..8
5. Marketing Program…………………………………………………………………9
Product Strategy………………………………………………………………..9
Price Strategy…………………………………………………………………..10
Promotion Strategy……………………………………………………………12
6. Implementation Plan……………………………………………………………….13
7. Evaluation and Control…………………………………………………………….14
Possible Deviations……………………………………………………………..14
Possible Solutions………………………………………………………………14
8. Organization…………………………………………………………………………15

Running head: RUTLEDGE HVAC 1

Abstract
This paper consists of information showing how Rutledge HVAC plans to start our own HVAC business. The process is very detailed and as you continue to read the business plan it allows you to see Rutledge HVAC future and present goals to keep the business at a great financial mean. This marketing plan consists of a situational analysis that show the strengths and the weaknesses of the company when it comes to internal and external factors. Charts and graphs are available to show the break even points and also who the company mainly will target for their services. There is a market product grid that allows you to see who the company wants to market and a possible analysis of how many clients we plan to service throughout the year. This paper also has the organization chart that provides you with the structural formation of the company. In conclusion, you will see that Rutledge HVAC will be a very prosperous and profitable company for the Georgia area.

RUTLEDGE HVAC 2
1. Company Description Rutledge HVAC was started in 2010 by Franklin Rutledge and Cassandra Rutledge in order to bring a comfortable air living environment to homes and business across the state of Georgia. Rutledge HVAC strives to bring great service at an affordable price and exceptional customer service to all our native Georgia residents. Rutledge HVAC originated in the northern part of Georgia and Rutledge HVAC plans to expand to all parts of Georgia.
2. Strategic Focus and Plan This section covers three aspects that influence the marketing plan: (1) the mission, (2) goals, and (3) competitive advantage of Rutledge HVAC.
Mission
The mission of Rutledge HVAC is to provide our customers with the best possible heating and air service while keeping their financial needs in mind; at the same time generating enough income to keep our business expanding strongly throughout all of Georgia.
Goals
For the coming ten (10) years Rutledge HVAC seeks to achieve the following goals as follows:
1. Achieve highly skilled employees working within the company.
2. Possess an ample amount of company vehicles.
3. Obtain a substantial amount of marketing throughout Georgia.

RUTLEDGE HVAC 3
4. Provide money in studies and researches to prevent a no loss no refrigerate method
Competitive Advantage Rutledge HVAC will provide excellent service to its clients along with specials and have the option to obtain a contract with the company that will provide you with service for free at the beginning of the summer and the winter.
3. Situation Analysis This situation analysis starts with Rutledge HVAC talking about the SWOT
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