SPARTAN GARAGE:WELCOME TO THE FUTURE

Ryan Turner, Wesley Jones, Brittany Joyner, Quentin Saunders

Executive Summary

The Spartan Garage was founded by cofounders Quentin Saunders, Brittany Joyner, Wesley Jones, and Ryan Turner in order to accommodate the lack of car parking on the campus of Norfolk State University. This garage will be located next to the new student union in place of the previously used Mills E. Godwin Center that the new student union is adjacent to.

Mission/Vision

The Spartan Garage will provide upwards of 300 parking spaces for the students, faculty, and staff of Norfolk State University. The Spartan Garage will also generate more revenue for the University by only accepting vehicles with a parking decal, thus increasing the sale of decals.

Goals

To provide additional parking for the campus of Norfolk State University.

To increase financial revenue for Norfolk State University.

To decrease the amount of traffic on campus.

Financial Breakdown

The estimated cost to build the Spartan Garage will be approximately $1.5 million. The cost breakdown goes as follows. Concrete - $500,000 Steel beams - $450,000 Asphalt – $475,000 Paint - $75,000

Project Breakdown

The Spartan Garage is a 3-story parking garage with 100 parking spaces on each floor. Security guards will be hired to enforce the established rules and regulations of the Spartan Garage. The entrance of the Spartan Garage will be a steel arm gate with retractable spikes on the ground underneath. The spikes are similar to the spike strips used at entrances of many high-security buildings in the country, as they will retract as the metal gate is being lifted. This is to prevent people from unlawfully entering the garage by breaking the steel arm with their vehicles.

Market Product Focus

Marketing and Product Objectives

Purpose

The purpose of the Spartan Garage is to create a new, inexpensive, and innovative car garage for more spaces available for students, faculty, and staff. Here are a few of our goals that we would like to achieve within the next seven years:

Expansion

We are expecting to expand with two additional garages to all sides of the university within the next four years. Among this development we will have an ample amount of space to build new buildings for dorm use and educational purposes.

New Products

In addition a car garage, we will be adding a free car wash program to help when the seasons change to increase attendance at the university. There will also be a scanner to scan the decals to allow the cars to enter.

Target Markets

Our market is simply targeted towards student, faculty, or staff in need of a parking space. Many will need a parking space between the hours of 8am to 8pm. Yet, we will guarantee a space for everyone. We have great affordable prices for insurance programs that will cover all cars.

Strategic Focus & Plan

1.Goals 2.Core competence/sustainable

competitive advantage 3.Target market 4.Positioning 5.Strategy pyramids 6.Marketing mix 7.Marketing research of the Spartan

Garage.

Non-financial goals

To ensure reliable and adequate parking for students, faculty, and staff

To control student and employee parking on adjacent residential streets

To improve traffic safety and circulation around the campus

Financial goals

Each semester the number of decals increased by 1/4 of the previous year.

Another decal can be purchased for a second car for an extra $10.

To obtain at least 15% on all insurance programs

CORE COMPETENCY AND SUSTAINABLE COMPETITIVE

ADVANTAGE

1. Provide an inexpensive car garage and related products using comfort and support for our students, faculty, and staff

2. Have ample amount of security knowing that you and your car are safe.

Target Marketing

Faculty & Staff

Faculty and staff are currently provided parking at a rate of 0.70 spaces per employee. This accounts for the number of employees at Norfolk State University, which includes second shift employees. It is recommended that a rate of 0.70 per employee be used for all future expansion. Using a rate of 0.70 spaces per employee will result in 50 parking spaces being needed to cover the existing shortage and projected staff growth over the next four years.

Residential students

Residential students are currently provided parking at a rate of 0.16 spaces per student. It is recommended that a rate of 0.22 per student be used to determine the actual need of parking spaces. Using a rate of 0.22 spaces per student will result in 305 parking spaces needed due to the existing shortage.

Commuter Students

Commuter students are currently provided parking at a rate of 0.50 spaces per student. It is recommended that a rate of 0.55 be used to determine the actual need of parking spaces. Using a rate of 0.55 will result in 416 parking spaces needed due to the existing shortage.

Positioning

Spartan Garage’s competitive edge will be the only solution once all of the parking lots surrounded are filled.

This will help to lower the amount of cars parked on residential streets and will allow students, faculty, and staff a better feeling that their car is safe. It will also help to reduce the traffic flow and safety on campus for pedestrians and cars.

STRATEGY PYRAMID

The single objective is to position the Spartan Garage as the only solution once the surrounding parking lots are filled on campus. The marketing strategy will seek to first create customer awareness, develop a customer base, and work toward building customer loyalty.

Marketing mix

Pricing

The pricing scheme is based on a per decal price. A NSU decal can be purchased at the Spartan Ticket booth on campus.

Distribution

Offered spaces will be distributed from the garage.

Advertising and Promotion

Spartan Garage will use several different methods for advertising and promotion.

Customer Safety

Exemplary customer safety will be provided.

Marketing Research

During the initial stages of the marketing plan development we performed primary market research in the form of a questionnaire/ survey. We outsourced the development of the survey to a local Professor of Statistics. While we could have developed the survey in-house, the end result was a far more valid and statistically significant product.

The survey was handed out to a total of 150 people within the target market. 54 surveys were returned completed. The results of the survey provided valuable insight into the student, faculty, and staff preferences as well as the decision making process of the target market. While some of the already held assumptions were confirmed, the survey provided Spartan Garage with new information that would have been otherwise unavailable.

Financials, Budgets, and Forecasts

Sales Forecast/Expense Forecast

Controls

Revenue- monthly and annual. Sales- monthly and annual. Repeat business. Customer satisfaction.

Implementation milestones

AdvertisingAdvertising Start Date End Date Budget Manager Department

Advertisement campaign #1

1/1/2010 6/30/2010 $6,550 Ryan Marketing

Advertisement campaign #2

3/1/2010 12/30/2010 $7,550 Quentin Marketing

Direct Marketing

Direct Marketing Start Date End Date Budget Manager Departmen

t

Marketing plan completion

1/1/2011 2/1/2011 $0 Brittany Marketing

Marketing Organization

Quentin Saunders

Brittany Joyner

Wesley Jones

Ryan Turner

WELCOME TO THE FUTURE…..

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