2019 Marketing Action Plan

Harvest Sales Department |Dec. 2018

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 AGENDA
• Situation Analysis
• Market Analysis
• Customer Analysis
• SWOT Analysis
• 2019 Strategy
• TOWS Analysis
• Segmentation &Targeting & Positioning
• Product Development
• Diplomas offering & Discounts
• Places & New channels
• Promotions; PR & Advertising
• 2019 Action Plan Calendar & Budget
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Objectives and Goals
• Start Harvest’s 3 passions;
• Passion for Customers
: CS new team & new System
• Passion for our people
: Training (Language & ICDL)
: Appraisal & Package/Incentive
• Passion for people around Harvest
: Exclusive offers
• Sales of L.E 25M
• Maximize the current branches capacity: to be 24 M EGP
• Open 4 new branches
• Delta; 2 branches (Zaqaziq ,Tanta & Menoufia: March,October)
• Upper Egypt ; 1 branch (Menia/Assiut : July 2019)
• Canal : Ismaielia
• New resources for Income:
• Corporate Sales Dept. up to 25% increase for the foot-in sales
• Location utilization. Add-on deals
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SWOT Analysis
Strengths
• Network & Coverage
• Good value for affordable price
• Social Media (Facebook)
• Outdoor sales team
• Team spirit & age
Weaknesses
• Branding reputation
• Non satisfied staff / Turn-over & lack of
experience
• Complicated /Manual process
• Non organized financial sheets

Opportunities Threats

•High potential for the Market. • Fierce competition within the C-class
• uncovered segments that needs
different proposal with affordable price.

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TOWS Analysis
(SO) Strengths Maximizes
Opportunities
we will use the USPs to how to use
our business strength points and
opportunities to create strategies to
implement
(WO) Minimize Weaknesses via
Opporunities
As the Market has potentials so
there’s a chance to recognize the
brand if we work on the brand
image & positioning, Also focus on
the uncovered segment to keep
away from the high competition by
the B-class brands
(ST) Strengths Mimimizes Threats
As the Market has potentials so
there’s a chance to recognize the
brand if we work on the brand image
& positioning, Also focus on the
uncovered segment to keep away
from the high competition by the B-
class brands
(WT) Minimize Weaknesses to avoid
Threats
Because of the fierce competition
and the saturation of the market with
global and local brands, it could be
very hard to make profits on short
term because the brand recognition
& positing need long time to make it
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TWOS Strategies & Action Plan; S-O
• Actions Maximizing Strengths to Maximize Opportunities
• Staff Loyalty: depend on the youth/loyal/talented staff to create a
middle management layer (No decisions or authorities for one year)
• Network: use the current network to add-on deals and utilization
• Mature Operation Cycle: automate the process to maximize
productivity
• 8 Yrs of experience Management: use to develop a 2nd layer of
management
• Facebook page: change the ToV, Enhance the image, penetrate
new segmentations , Reduce CPL, Raise Ads quality, Raise # of
Leads
• Competitive Price vs Quality : use to cover more areas targeting
new clients (New Branches)
• Outdoor Sales Activities: Spread into more effective places
(Shopping Malls/ Clubs ..etc) 7-6
TWOS Strategies & Action Plan; S-T
• Actions Maximizing Strengths to Minimize Threats
• More competitive coverage: More branches to cover Delta, Canal
and Upper Egypt
• Organize the promotions to minimize the customer destruction
• Spread the Outdoor Team to target other segments and areas
• Maximize the Facebook activities: to gain more leads for current
and new branches; via more regular leads form activities and via
generating more customer oriented FB marketing strategy
• More staff satisfaction; to avoid any competitive head hunting

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TWOS Strategies & Action Plan; W-O
• Actions Minimizing Weakness to Maximize Opportunities
• Complex Operation:
Automated ERP system
Clear Operation process & Job description
• Non satisfied staff / Turn-over & lack of experience
Depend on the youth/loyal/talented staff to create a middle
management layer (Training investment )
 Askary, M. Ramadan , Yasser, Abanob, Hind, Merihan , Nada
New HR policy for Staff satisfaction
• Poor Branding Reputation:
Upgrade the service level in branches & ToV of FB page
Raise the basic prices

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TWOS Strategies & Action Plan; W-T

• A fierce competition within the C-class

• Staff Loyalty: depend on the youth/loyal/talented staff to create a
middle management layer

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Marketing Strategy & Action Plan

• Promotion Strategy
• Public Relations
• Advertising
• Place & Network
• Branches Locations
• Branch Environment
• Prices & Offering
• Product ; New offers Cycle & Terms

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Strategic Orientation:
In the light of the previous analysis, the following set of decisions, in which we
see of a relative High importance to directly contribute to the achievement of
our strategic direction:

• Implement Performance Management System, necessary for

performance evaluation of the business and individual
employees
• Assigning clear duties, and minimize the overlap / confusion of
roles among employees
• Apply a culture of Accountability and Responsibility
• True commitment to time and productivity
• True Commitment to the scientific standards, and measurable
indicators, to do proper control of results

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Strategic Orientation: cont….
• Improve understanding / cooperation / communication
(teamwork) between the members of the work group
• Coordination and integration among all departments and
sections to achieve the organization's vision and strategic
objectives being developed
• Efficient use of resources (financial, human, technological) by
using scientific methods and measurable performance indicators
• Standard application of (Job Descriptions + tasks to perform the
work), in order to ensure continuity and regularity in the
provision of the required quality standards from the employee
• Every employee deserves the opportunity to develop his / her
potential, by identifying training needs and proper career path
compatible with his / her talents and capabilities
• Implement bonus systems tied to measurable results that
achieve the desired change
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 The composition of the strategic direction
Long term 3-5 Yrs strategic direction

1. Cost leadership strategy

• Method of compensation (payment) based on production directly
• Exploit all sources of cost advantage
• Increase efficiency and productivity
• Centralized decision-making process
• Improve internal production processes on a regular basis
2. Differentiation strategy
• Investment-oriented research and development
• Expanding the definition of the activities of the customer brand and locate
into account when the customer Afol
• Knowledge of the product and the quality of training
• Advertising and promotion

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 The composition of the strategic direction
Long term 3-5 Yrs strategic direction

3. Focus Strategy (focus on a specific category of customers)

• focus on a small segment of the market, and check their needs in a more effective
• Serve a certain segment of customers, with the exclusion of others
• Provide knowledge and training on the product and smoother explanation and
application of staff
• Recruitment and retention-oriented customer service (decentralization)
• Identify employees who excel in helping clients in managing change
4. Differentiation strategy
• Customer Intimacy Strategy (familiarity with customers)
• Focus on learning «Who are the customers»?
• Purchase of market data, and track customer behavior
• Encourage technological change, which allows employees to share information
about clients and assist staff to resolve customer problems on the spot instead of
passing situation on the expert or supervisor highest authority

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 The composition of the strategic direction
Long term 3-5 Yrs strategic direction

5. Human Capital Strategy •

• The development of innovative programs, organizational development
and constantly (to learn the culture of the organization)
• Harmonization of employment with the strategic plan, to identify and
select the types of employees that will achieve the objectives of the
organization in the future
• Provide knowledge and application training for staff

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 The composition of the strategic direction
Short term 1-2 Yrs strategic direction

Goals" for the period are summarized in the following

• Improve the performance level of sellers
• Improve customer service
• Improve the technical level of the education and technical support
• Apply campaigns for promotion and advertising
• Achieve Quality Management system and sequential steps to check
quality
• Achieve security and safety in the branches and facilities
• Achieve a scientific method for effectively manage performance of
both business and individual performance (staff)

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 The composition of the strategic direction
Short term 1-2 Yrs strategic direction
Goals" for the period are summarized in the following
• Improve the performance level of sellers
 Improve methods of treatment with clients
 Provide scientific methods for sales tactics
 Coaching the team on how the application of the methods
(negotiation, identify customer needs, closing techniques,
communicate with customers, time management)
 Monitor, measure, and reward good performance
• Improve customer service
 expansion in the provision of after-sales services
 Sustainability in regular communication with the customer to verify
the satisfaction
 Apply focus groups with customers in order to know their unique
needs and interest in providing products focused on their changing
needs
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 The composition of the strategic direction
Short term 1-2 Yrs strategic direction
• Apply campaigns for promotion and advertising
• Identification of the message to be transferred across the customers’
minds “Branding”
• Apply customer preferences surveys towards providing a "bouquet of
some complementary / integrated products or services
• Investigate the market trends
• Achieve Quality Management system and sequential steps to
check quality
• sign a contract with a qualifying consultant to implement the Quality
Management System to ensure processing to and obtaining the ISO
9001 certificate
• Prepare all the forms and procedures that describe the sequence of all
the internal operations of the business operations
• Follow a system of regular internal audits to ensure quality
conformance of all internal operational process
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The composition of the strategic direction
Short term 1-2 Yrs strategic direction
• Achieve security and safety in the branches and facilities
• Apply a serial application procedures for the security, safety, and health, which
have been stated in the OSH internal operations listed in the Quality
Management System ISO 9001
• Activate periodic training, on how to act in emergency situations and
evacuations plans
• Achieve a scientific method for effectively manage performance of both
business and individual performance (staff)
• Activate the performance appraisal process
• Assign clear roles, based on professional specialties
• Preparing job descriptions and desired outcomes for each functional position
• Identify the resources, knowledge, training requirements, and scheduled
implementation initiatives
• Determine rewards and incentives associated with the achievement of the
desired results of each and every function
• Follow-up, monitoring, and evaluating the results to reward good performance
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