Contents

• 1.0 Executive Summary................................................................................. 2
• 2.0 Situation Analysis ................................................................................................... 3
• 2.1 Market Summary ................................................................................................ 3
• 2.2 SWOT Analysis ................................................................................................. 4
• 2.3 Competition........................................................................................................ 6
• 2.4 Product Offering ................................................................................................. 7
• 2.5 Key to Success ................................................................................................... 8
• 2.6 Critical Issues ..................................................................................................... 9
• 3.0 Marketing Strategy ................................................................................................ 9
• 3.1 Mission .............................................................................................................. 9
• 3.2 Marketing Objectives ......................................................................................... 9
• 3.3 Financial Objectives ......................................................................................... 10
• 3.4 Target Markets ................................................................................................. 10
• 3.5 Positioning ....................................................................................................... 11
• 3.6 Strategies .......................................................................................................... 11
• 3.7 Marketing Mix ................................................................................................. 12
• 4.0 Financials .............................................................................................................. 15
• 4.1 Break-even Analysis ......................................................................................... 15
• 4.2 Sales Forecast ................................................................................................... 15
• 4.3 Expense Forecast .............................................................................................. 16
• 5.0 Controls ................................................................................................................ 17
• 5.1 Implementation ................................................................................................ 18
• 5.2 Contingency Planning ...................................................................................... 19
• 6.0 Conclusion ............................................................................................................ 19
• 7.0 References ............................................................................................................. 20

Description

Metro Parking, both a professional car park operator and system integrator, provides high-calibre car park services to meet customers’ needs since 1992 (Metro Parking 2010). They are well known and respected as Singapore’s first-rate consultancy, service and equipment provider in professional car park management. Throughout the years, Metro Parking has proved to be incomparable in the industry and is the only car park management company with numerous accomplishments.
This plan seeks to generate an increase in the market share in target market, profit margin, car park equipment sales and retain existing customers by utilising the information obtained from retainer consulting, project consulting and market research, compared to the previous fiscal year.
Key focus points of this plan leans towards generating more brand awareness, gaining a bigger market presence and the targeted increase in sales-revenue. The following will be elaborated in the tables presented in this plan. Figures shown are based on predictions of the next three years attainable by meeting the objective of being customer focused. Procuring new customers and retaining existing customers would be essential in the process of maintaining the positioning as an all-in-one solution provider while reducing competition, improve car park equipment pricing, sales and reducing risk.
With the marketing strategies in place and the heightened brand awareness, Metro Parking can expect to see an increase in its market share and value. Therefore, leading up to a greater success in its revenue growth and enhanced positioning as an all-in-one solution provider in the parking industry.