Wal-Mart Marketing Plan Essay example

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Pages: 28

Drop and Shop Marketing Plan

Drop and Shop Marketing Plan
To have a successful product or service there needs to be a solid marketing plan. To create a market plan one needs to understand what marketing is. “Marketing is the performance of activities that seek to accomplish an organization’s objectives by anticipating customer or client needs and directing a flow of need-satisfying goods and services from producer to customer or client” (Perreault, Cannon, & McCarthy, 2009, p. 6). Team B has decided to create a marketing plan for a new service that will be put inside of Wal-Mart Supercenters. The service will be a childcare center called Drop and Shop. Parents can drop their children off in the center while they go do their
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Childcare workers must be trained in CPR and First Aid to care for children. “One mandatory requirement that any child care worker must undertake is obtaining CPR & First Aid certification” (Morris, 2009, Para. 6). Weaknesses would include the amount of caregivers on site at each time. Because state requirements require that one caregiver per number of children will determine how many children the center can care for at one time. Boschee and Jacobs recommend “a ratio of at least one adult for every four to six children under three” and a “ratio for three to five year old children is one adult for every ten children” (1998, Para. 5). Opportunities for Drop and Shop are creating a new niche that would provide a solution for busy parents. Having a place for parents to leave their children while they shop would create a solution for every busy parent. Threats to the new daycare center are daycare providers that allow parents to leave children long enough for the parent to run errands then return, or parents that prefer to bring the children through the store therefore defeating the purpose of providing this service.
Marketing Research
Marketing research is vital to making key marketing management decisions for the Drop and Shop daycare service proposed at Wal-Mart Supercenter stores. “Marketing research is the process of defining a