Reversing American Ignorance

Strategic marketing process
1. Goal setting
2. Analysis
3.  Planning phase
•    Analysis of strengths, opportunities, threats and weaknesses
•    Marketing program
•    Set product and marketing goals
•    Determine price strategy, place strategy, promotion strategy and product strategy
4. Implementation phase
•    Obtain resources
•    Design marketing
•    Develop planning schedule
•    Execute marketing plan
5. Evaluation and control phase (Mullins et al., 2012).
Develop the marketing mix.
Product
The product is the first of the 4Ps. The product to be offered is in the form of an intangible service that will fulfill a particular need. Products will be differentiated from competitors through aspects of premium quality and pricing strategy
Place
Marketing is also about putting the product in a particular place. The service is going to be provided in major cities as well as through the internet.  Even where actual transactions do not happen on the web, the potential clients can be engaged and converted online.
Promotion
Service related information to consumers will be disseminated through various method and channels. These include public relations, advertising, email marketing, social media marketing, video marketing and search engine marketing. Each touch point will be supported by an appropriately positioned brand to truly maximize return on investment.
Pricing
Service pricing involves taking into consideration material costs, labor costs and overhead costs. The price to be determined will impact supply, profit margins, demand, and marketing strategy. Services may be positioned differently on different price points (Goi et al., 2009).
Develop the budget.
Item    Estimated Cost in dollars
Legal expenses    4200
Taxes and licenses    1500
Marketing expenses    3800
Lease expenses    15800
Telephone    1000
Travel    1000
Utilities    1250
Administrative costs    5500
Furniture, equipment and software    10000
Insurance    1500
Computers     3000
Broadband access    950
Salaries and wages    12500

Organize to accomplish the plan
Appropriate resources will be allocated to allow accomplishment of the plan. Marketing expenses will be linked towards strategic objectives and goals. Some efforts are non-negotiable. These will be prioritized and receive adequate funding.  The strategic marketing process will be followed to accomplish marketing goals.

Reference
Goi, C. L. (2009). A review of marketing mix: 4Ps or more?. International journal of marketing studies, 1(1), 2.
Mullins, J., Walker, O. C., & Boyd Jr, H. W. (2012). Marketing management: A strategic decision-making approach. McGraw-Hill Higher Education.

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