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Author
Ying, Ni
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Abstract
This marketing plan focuses on Proppos, a software business based in Barcelona, which provides AI-based automated fast check-out system without bar-code on catering, retailing, and hospitality businesses to reduce their operational cost, increase their efficiency and optimize their customer service. Today they are the only company in Spain on this business, and thus they relied almost exclusively on the Spanish marketing channel. The core challenge, therefore, is that while Proppos seeks to grow its market share by expanding to the USA market, it has a little understanding on the market characteristics or competitive sets. Accordingly, the objective of this assignment is to assess and analyze the possibility of reaching 20 clients with 1000 stores in the USA market and increasing total sales revenue by 916.93% for a total of 18 months.
The marketing plan draws on interviews, company data, and industry data to conduct a situation analysis. It consists of internal and external analysis, and reveals that Proppos have suitable products and services while having enough capacity to enter this large potential market with a high chance of success. External analysis discloses that it is easy to start a business with government support, consumer habits change with high demands, and rapid increase in digital adoption with high urbanization; while industry and firm-level analysis suggested strong competition. These were then evaluated using the SWOT Matrix, and the results indicated positive results.
Based on the SWOT analysis, it is recommended that the firm target both direct customers and distributors because of the complex environment and potential risks. On this basis, detailed value propositions are proposed, as this aligns with the segments’ variable needs. Furthermore, a high-level marketing mix is proposed. The key aspects of the marketing mix include promotions and activities to increase both digital and offline performance, suitable price strategy, diversified distribution channel, sales team requirements, account management strategy, and detailed sales process, as these align with the firm’s positioning of the USA market. By adopting these recommendations, the main issue of Proppos will be resolved. A high-level implementation plan is proposed in the end, including a detailed action plan with resource requirements. With 13.3 million euros invested, Proppos will reach 17.7 million euros in revenue with a 39% operating turnover at the end of 2023. The breakeven point of 5.33 million euros with 302 units will be reached at the beginning of 2023. In order for the marketing plan to be successful, Proppos’ marketing strategy requires a consistent flow of consultative marketing that aims at building trust and rapport with potential customers, educating them on the importance of innovation, and ultimately increasing conversions and sales. This will be accomplished by using an omnichannel marketing strategy to adapt their value proposition, providing consistent and high-quality service and products, and showcasing how they can make a difference in a practical way.
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