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K and B Roofing and Construction, L.L.C.
Marketing Plan
I. Executive Summary
K and B Roofing and Construction is in its first year of existence. The company is family owned and currently has four to six employees including its owners. We specialize in roofing and concrete but can do many other tasks if needed. K and B focus most of their attention on providing quality work for their customers. We know if we do a good job we well get good reviews, keep customers around, and possibly get new customers. The company will do most of its work during the warmer months and cut back during the colder ones. The weather plays a key part on when they work or when they do not. A couple of challenges that K and B are working on are getting their name out to people and building a sound structure for the company to grow on.
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Looking over the company’s strengths, weaknesses, opportunities, and threats have shown where K and B stands, and will stand in the future. The important objectives we are trying to achieve are providing quality work, and getting our name out to more people. We will achieve these things by focusing on one job at a time, done with high quality workmanship. The marketing plan that we have come up with focuses mainly on satisfying the customer, what we want to accomplish, and how we will accomplish these things.
II. Environmental Analysis
Two individuals started up K and B Roofing and Construction. The names of these individuals are Kevin Stark and Bobby Mumford. The company specializes in roofing and concrete. We had seen how people were making money off of our quality workmanship. We had also seen people making money off of not so good work. That is why we started our own company. The company was started in early 001 when we were still working for another company. We hope we can build a well-credited establishment that is appealing to our customers while making ourselves financially secure.
A. The Marketing Environment
1. The Competitors. Competitors come in many different sizes in the construction industry. You have the very big companies that have multi-million dollar deals to the small family owned businesses who have multi �thousand dollar deals. This makes the competition very strong because most of these people are talented and can get the work done. The customer really decides who gets business and who does not. So what we are going to do as far as competitors is keep our prices competing with theirs and just rely on the quality of work we provide.
. Economical Forces. The economy is very unstable right now. People are reluctant to spend their money. The stock market is not doing so good and large companies have been getting in trouble for all sorts of reasons, mainly fraud. People are thinking a lot more than in the past when they spend their money. They are shopping for the best all around deal instead of the more expensive deals or the trendy ones.
. Political standings. At this time there are no political influences that would effect the company. In the long run there may be something that comes up.
4. Legal and Regulatory Standards. There is not much that effects K. and B. in the legal and regulatory influences. We took a look at O.S.H.A.’s web site and we only found that we have to have a fall protection plan. That is for if someone falls and gets hurt the employer and employees get protected and there is no lawsuit.
5. Technological Age. Advances in technology are being made everyday. It is a computer age, yet for this company there are not many things that run computers. The few technological tools we have are trial machines quicky saws, a backhoe, a skid loader and dump truck. All the rest of the tools we use are used with our hands. We are starting to keep files on a computer to keep better track of invoices and important papers.
6. Sociocultural Standings. The people of today’s society want to have things done quickly and precise. They expect to get what they pay for and if it is not done right then they expect it to be fixed. In general people of today expect to be satisfied if they pay for something.
B. Target Market(s)
We are all about the customer. That is the approach we are going to take to each job we get. We have two types of customers. Businesses that need work done and just regular people who need work done. Our main focus while working with these customers is making sure the customer or customers are satisfied with what we are doing or have done. For us to keep customers satisfied we will have to provide quality work and prompt service. The customer’s needs or wants are what keep us in business. If they need something done and it pertains to our business than we will do it. When we are doing these things we will show up, do what they want us to do, and make sure the job gets done to their satisfaction.
Customers’ needs change in various industries all the time, but in construction the needs do not really change. It is how the job gets done that changes. In order to keep up with these kind of changes we would have to purchase the equipment or learn the techniques they use to do these jobs. If customers want it done a certain way then that is what they will get. Customer opinions matter to us. If a customer likes what we have done for them we would have a good advertising tool, because if they like it they are most likely going to tell someone else about our work. If a customer does not like what we have done we would expect them to tell us so we could fix it.
C. Current Marketing Objectives and Performance
Our prime objective at this point is getting our name out to the public and getting enough money to live off of. After we get our name out there that will bring in more customers to us. When we get more customers that allows us to achieve many other objectives such as building a strong and stable company, being able to get the tools we need to minimize our cost, and finally make ourselves wealthy.
The current marketing tactics that we are using are based on what kind of work we are doing right now. When trying to keep a customer satisfied we will ask them questions that pertain to our job. We want customers to hear about us from other customers. That ensures us that we are doing a good job and even if we get jobs. Other ways we are trying to get customer’s attention are advertising in the newspapers and with business cards.
III. SWOT Analysis
A. Strengths
1. K and B Roofing and Construction provide high quality service. We want to be proud of the work we do plus, make a customer satisfied with the work we provide.
. Experience comes in handy when you work in the construction business. K and B come into this business with twenty plus years of experience between the owners.
. The services that construction companies provide come at a pretty hefty price. K and B offer their services at below competitive prices.
4. In all good businesses one of their strengths is probably the people they surround themselves with. K and B follow companies that provide good structures for them to work off of.
5. K and B have a strong work ethic. Get out there and get it done applies here.
B. Weaknesses
1. One of the weaknesses of K and B is inexperience in the business field. They know what they are doing out of the office but inside they are still learning things.
. Another of their weaknesses is that they are still renting big equipment from other companies. Once they get enough money to purchase the equipment they will do just fine.
. Since they are starting out they cannot expand to far because they want to do things their own way. They want to make sure people stay satisfied, so lack of experience in their employees is a weakness.
4. They are just beginning to get accounts step up at concrete and other supply offices. Once they get more they will be able to get cheaper prices. This is a weakness right now but can get fixed very quickly.
5. In all businesses the bigger companies can buy out the smaller ones or take away their business by offering lower prices. So not being big is a weakness.
C. Opportunities
1. One of the opportunities that have presented itself to the company is working for Regency Homes. Regency allows them to have work all year round and that is good if you are just starting out.
. When working for themselves they have an opportunity to grow big and be very successful. When being a big company and being very successful something comes along with that and that thing is a lot of money.
. There are a lot of new homes being built around the area. This is a good time to get the company’s name out there to the public.
4. The banks have given the company a good opportunity and that opportunity is low interest rates. People can take out loans to build houses and that means more work.
5. Being our own boss gives us the chance to be able to spend time with our families.
D. Threats
1. The biggest threat to the company is the weather. If the weather is not cooperating with us we cannot work.
. Another threat is the competitors. There are a lot of people out there that have the knowledge and ability to start their own companies. There are also a lot of companies that are already established. If some of those competitors want to lower their prices it could pose a problem for us.
. Our company relies on other companies to supply the goods for us to work. It is important for those goods to be of high quality so we can provide a quality service.
4. Accidents and Injuries can play a big part in whether we work or not.
IV. Marketing Objectives
The main objectives for the company as of right now are getting the publics attention and making enough money to get the company’s foundation started. These objectives will fall in to place if we as a company provide the quality service we are capable of doing. When we get more customers that allows us to achieve many other objectives such as building a strong and stable company, being able to get the tools we need to minimize our cost, make our company and ourselves financially secure.
The current marketing tactics that we are using are based on what kind of work we are doing right now. We are trying to keep customers satisfied by simply asking them questions that pertain to their interest in our work. The more they know about us, the more they can tell other people. That is the tactic we are using to reach our objectives. We want customers to hear about us from other customers. That ensures us that we are providing good services. Another way we are trying to get customer’s attention is advertising. This is what we are doing to meet those objectives mentioned above.
V. Marketing Strategies
A. Target Market(s)
Target 1 Home building businesses that need foundations, sidewalks, driveways, stairs, patios and roofs.
Example We now are working for Regency Homes around the Des Moines area. Regency Homes is one of the leading homebuilders in Central Iowa. When we work for them all that we have to worry about is the quality of service we provide them. They by all the supplies and we provide all the labor. This allows us to have work all year round.
Target People who need some form of construction done.
Example John Doe calls us up wanting a concrete driveway put in. We go over to his place give him a bid. He tells if he wants us to do this or not. If he wants us to then we get started by getting all the supplies and the equipment we need ready to go.
Target Any kind of business that needs to repair or pour a floor, a parking lot, a foundation, a roof, a driveway and just about any other basic need in construction.
Example A big or small business calls up and says they need a new roof put on their building.
We go over there and give them a bid. They let us know if we get the job. After that we then order supplies and get ready to put on the roof.
B. Marketing Mix
1. Products. The products K and B provide are the services we give to our customers. We will depend on providing excellent quality work, to make sure our products satisfy our customers. We feel that if we provide this excellent quality work we will excel as a company.
. Price. K and B offer a high quality service at a competitive price. We have various prices on what gets done. The price depends on how much the customer wants done and the price we get our supplies and equipment for.
. Distribution. We currently have one crew. In the winter months there is not much we can get done. After winter we will have more jobs because it is warmer. If we get more jobs than we may want to think about adding another crew and see how it works out.
4. Promotion. We are depending greatly on our customers to promote us. If we can not make our customers satisfied with our service than we better change our ways. We will also use advertisements in the newspaper, work shirts, and on business cards.
VI. Marketing Implementation
K and B is focusing on building the company a sound structure to sit on. We are currently with Regency Homes. This puts us in our first stage of development. Regency allows us to build up our list of jobs we have done. This helps us when we go to other customers, the customers see that we are dependable and also see what kind of work we perform.
Working with Regency also allows us to get the equipment we need. All the things mentioned above are going on right now. Our prices depend on the supplies and equipment we use during that job. We are now starting to by the bigger equipment and so far have purchase a dump truck and have signed a contract to rent a skid loader till it is paid for. We are also looking for different companies that supply construction companies so we can get them to compete for our business. This would lower the prices that we pay towards the supplies we use.
As of right now we currently have four employees and one or two part time help. We hope to add more people on in the next year or year and a half. When hiring new people we will want to train them excessively so they learn the way we want things done.
We have decided to do our own advertising by putting advertisements in the paper, making shirts for our employees to where while working, putting logos on the sides of our vehicles, and making business cards to hand out to people. Two out of these four things are done. We have not made our shirts yet but we are coming up with some ideas and we have the vehicles to put the logos on just no logos yet.
VII. Evaluation and Control
When we evaluate our performance we will do a number of things. For internal evaluation we will have days where all the employees show up and talk about things that they think has gone right and what they think has gone wrong. We will be open for new ideas from anyone attending the meeting. We will then take our employees aside one by one just to make sure everything they wanted to say was said. In those meetings with the employees by themselves we can then discuss their wages and things they have done right or wrong. After we meet with our employees we as the owners can sit down and discuss all the financial things, where we want to take the company, and what we learned from the previous meetings.
When we evaluate our external conditions we will call up customers that we have done work for to see how every went for them. This would help relations with these customers especially if they want something else done or if they had a problem with us.
We the owners of K and B will be looking over all these things mentioned above and hire some financial advisor to assist us with our finances. We will look over all our figures monthly to see what we need to improve on and what we need to change. We would ask the financial advisor what he thinks and do as he says. There are a lot of things we do not know in this part of the business.
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