Improving Plan from Feedback

The marketing plan can be improved through navigating comments and feedback. When describing the mission statement, it is important to illustrate the business and the intention of the company in the future. The marketing plan must contain the mission statement, which is flexible and can be changed with time, depending on possible changes in the business in the future.  Improvements can be made through stating the appropriate value for customers. The identification of target customers in the mission statement is an effective approach that can depict the whole picture of the marketing plan. The mission statement can be improved on the plan by stating current and future business considerations. Using the strategic analysis tool such as Pestle is good to derive several insights. However, to make improvements, the analysis must depict deep insights into every aspect of the analysis. Comments ask to make the whole analysis short and precise along with some relevant points to make the whole plan meaningful. These are some possible improvements that can help complete an effective marketing plan.

Developing the Branding Strategy

• Brand name

The brand name is One Sign. As the name suggests, the company intends to translate the language and make it one for different government departments and deserving people. One Sign is a good brand name that reflects the business of the company. It also clarifies the mission of the company to different customer segments. This brand name indicates the main service of the business. It seems attractive and can be reflected in different (Luther, 2011).

• Logo

The logo of the brand will be also attractive and reflect the services. Through an attractive and meaningful logo, the firm wants to streamline its services for deaf people, working in the different government departments.

The logo will depict the sign of language translation for disabled people.  The Logo will demonstrate the possible help that the company wants to provide to driving people. It will be like one of the prominent elements of the branding process of One Sign.

• Slogan

The brand slogan is “We Speak for you.”  Again, the brand slogan is aligned with the brand name and logo.  The brand slogan is a kind of communication with target customers.

• Brand Extension

As mentioned in the previous part of the marketing plan, the firm is looking to provide services to employees in different organizations. However, the brand can be extended by making another segment. For Instance, the management of the company aims to extend the brand by providing services to different educational institutes to facilitate deaf customers.

Analysis of Primary and Secondary Market

• Demographic profile

Customer demographics are in the limelight when intending to provide services. For Instance, the age of target customers is 15 to 60, including teens, young, young adults, and senior citizens. The service is available for all races, color, and religions. In the government department, professional people, disabled or in need of foreign language interpretation immediately, are main targets for customers. Public business communities are primary customers of this company. On the other hand, private business communities exist in the secondary market (Soto, 2010).

• Psychographic profile

In this market segment, the firm aims to target people who need help. Normally, middle class or lower middle class, working in different departments, are not able to have better treatment of the disability. Thus, targeting these people justifies this target market. People or customers are usually introverted.

• Professional profile

The professional profile is a key market segment for the company. As mentioned, the management aims to target or design services for people in departments. In the professional business or company, people may need immediate communication to interact with other people such as clients, customers, and many other stakeholders. The company can also create further segments to streamline the services and enhance the visibility of communication effectiveness. The professional profile of the customer is quite relevant due to different professionals with the need for language communication. Different employees in the different departments have different language needs, and the firm is quite capable of making pertinent segments (Piekkari, Welch, & Welch, 2014).

• Geographic profile

The sign language service is to be provided in New York City. It is the best region for the company because it can integrate with an immense range of customers in this region. Companies in this city often need sign language services for the different legal processes. New York City is an urban area, which contains many companies that need language interpreters.

Positioning Statement

OneSign is a language processing company, relies on different top language interpreters, to help people understand the content and contribute to the success of their organizations. High-quality foreign language interpretation is to be enhanced by OneSign to support the business communities when conducting the global business

• Perceptual Map

• Depicting Company’s Position

The perceptual map depicts the competition effectively.  The OneSign Company is quite visible due to the high-quality service and moderate pricing for customers. Compared to ASL global and Indy Translations in this region, this company may have a limited language interpreter. However, differentiated services are better to gain and sustain the competitive advantage in the competitive market.  The rivalry is high, but it can be tackled through some key competitive moves in this particular market (Luther, 2011).

Customer Behavior of Target Market

The customer behavior in the target market is quite visible, which can also create an impact buying process. It is a fact that the behavior of the customer is positive. Interestingly, if a company acquires this service, it depicts the ethical business consideration in the internal business process. The client company must have to facilitate employees to understand or have immediate communication. Instead of focusing on profitability and a traditional business model, the client company can positively adopt these services. Language interpreters are the low-cost consideration for these client businesses, and therefore, the behavior should be positive.  The behavior of customers in New York City depends on the quality of service. Customer satisfaction is a key measure for this new company to shape the behavior of customers. If customers are satisfied, it can depict the positive behavior in the competitive market. The most important thing is the availability of a language interpreter at the right time.  Immediate communication is a need of contemporary business. OneSign has to shape the behavior by integrating this need of clients. However, brand strategy is a key source for the management of the company to justify its effectiveness.

Justification of Branding and Positioning Statement

Brand logo, positioning statement, Slogan, and the brand strategy are pertinent to the target customer or target market. It is a fact that the positioning statement reflects the needs of clients in the business community. Customers have to make the buying decisions due to prominent benefits, highlighted in the positioning statement. The brand name, logo and slogan are right for the target audience. The name, logo, and slogan of the company or brand make the services dominant or visible in the competitive market. Attractiveness is the major element of all these branding aspects, which creates a positive impact on the positioning and buying decisions of the company.

Read Marketing Plan OneSign-Plan C here

References

Beninatto, R., & Johnson, T. (2018). The General Theory of the Translation Company. Nimdzi.

Luther, W. M. (2011). The Marketing Plan: How to Prepare and Implement it. AMACOM.

Piekkari, R., Welch, D., & Welch, L. S. (2014). Language in International Business: The Multilingual Reality of Global Business Expansion. Edward Elgar Publishing.

Soto, S. (2010). How to Start Your Own Language Translation & Interpreter Business: The Complete “How-To” Guide for Language Interpreters, Translators, and Professionals Starting Their Own Language Translation Business. AuthorHouse.