Schupan Aluminum and Plastic Sales Marketing Plan Aimed at Increasing Brand Awareness and Market Share

Abstract

The following paper presents an online marketing plan for Schupan Aluminum and Plastic Sales, a metals service center based in Kalamazoo, Michigan, aimed at increasing brand awareness and market share by attracting new customers. A literature review was conducted, which focuses on four interconnected aspects pertaining to the marketing of a metals service center: differentiation, brand awareness, search engine optimization, and online advertising. Differentiation, whether by product, service, or some other form, is critical to gaining a competitive advantage and attracting new customers. To attract new customers, the company's name and offerings have to be in front of and communicated to the right target market. Utilizing search engine optimization and online advertising, a company such as Schupan can improve its chances of attracting new customers by leveraging more opportunities for exposure online. Following the literature review is an overview of the current market at the micro and macro levels, as well as customers, and the competition. Internal analysis of Schupan is outlined by way of SWOT analysis and an evaluation of the company's most recent marketing strategy. Innovation and competitive advantages possessed by Schupan are considered, leading into the marketing objectives and ultimately the marketing plan. The marketing plan aims to accomplish two objectives: (1) increase brand awareness and (2) increase market share by attracting new customers. The tactics employed consist of increasing website visibility through search engine optimization, more involvement in social media, and Google AdWords campaigns targeted at specific customer profiles.