JavaScript is disabled for your browser. Some features of this site may not work without it.
  • About K
  • Academics
  • Admission
  • Alumni Relations
  • Giving to K
  • News & Events
  • Student Life
  • HORNET HIVE
  • ATHLETICS
  • SITEMAP
  • WEBMAIL
    • Login
    View Item 
    •   CACHE Homepage
    • Academic Departments, Programs, and SIPs
    • Economics and Business
    • Economics and Business Senior Integrated Projects
    • View Item
    •   CACHE Homepage
    • Academic Departments, Programs, and SIPs
    • Economics and Business
    • Economics and Business Senior Integrated Projects
    • View Item

    A Regional Expansion for the HUMANeX Ventures StyleProfile Builder

    Thumbnail
    View/Open
    Searchable PDF / Kalamazoo College Only (19.17Mb)
    Date
    2014
    Author
    MacDonald, Spencer
    Metadata
    Show full item record
    Abstract
    This paper presents a marketing plan, which is designed to propel a product with little brand awareness into new regional markets. The plan will take into account factors such as the financial restrictions of the small firm in question as well as the personnel available. HUMANeX Ventures is a small human capital consulting company located in Kalamazoo that is relatively well-established in southwest Michigan, and wishes to expand one of its capstone product, the StyleProfile Builder, into athletic and education markets in the rest of the state. This paper begins with a review of the current literature regarding marketing strategies relating to small businesses and regional expansion as well as strategies to building a strong brand. The four major focal points of the literature review are: 1) building brand awareness and equity, 2) segmenting the target market, 3) regional expansion of a product, 4) cost-efficient marketing strategies. These studies illustrate techniques, strategies, and tactics that can be implemented in order to create a strong brand that is capable of expanding into new territory. They also illuminate ways in which this can be accomplished in a cost-efficient manner. Following the literature review comes the marketing plan, which will assess a number of different aspects of the current climate. The macro and microeconomic factors of the market will be analyzed along with the product's competition. A SWOT analysis will be created for the StyleProfile Builder and the target consumer will be rigorously broken down and analyzed. The marketing strategy will consist of: 1) creating brand awareness through a social media campaign, 2) creating brand accessibility, brand recognition, and building relationships, 3) Utilizing search engine optimization and restructuring the company's website, and 4) updating current marketing tactics. This plan will span over the course of one year, and will be re-evaluated after the completion of the year.
    URI
    http://hdl.handle.net/10920/30000
    Collections
    • Economics and Business Senior Integrated Projects [1202]

    Browse

    All of CACHECommunities & CollectionsBy Issue DateAuthorsTitlesSubjectsThis CollectionBy Issue DateAuthorsTitlesSubjects

    My Account

    Login

    DSpace software copyright © 2002-2023  DuraSpace
    DSpace Express is a service operated by 
    Atmire NV
    Logo

    Kalamazoo College
    1200 Academy Street
    Kalamazoo Michigan 49006-3295
    USA
    Info 269-337-7000
    Admission 1-800-253-3602

    About K
    Academics
    Admission
    Alumni Relations
    Giving to K
    News & Events
    Student Life
    Sitemap
    Map & Directions
    Contacts
    Directories
    Nondiscrimination Policy
    Consumer Information
    Official disclaimer
    Search this site


    Academic Calendars
    Apply
    Bookstore
    Crisis Response
    Employment
    Library
    Registrar
    DSpace Express is a service operated by 
    Atmire NV