Strategy Plan of a Mortgage Company

Strategy Plan of a Mortgage Company 0
Title: Strategy Plan of a Mortgage Company
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Strategy Plan of a Mortgage Company 1
1. Executive Summary
A mortgage company is a legal firm engaged in the business of funding mortgages for
commercial or residential property. The company is regarded as the originator of loans. The
company will market itself to be as the prospective borrower and takes funding from several
clients that will provide the capital for mortgage. A complete SWOT and PEST analysis is
provided. A brief summary of marketing goals, marketing segmentation and marketing strategy
has been provided. Market positioning and market tactics strategy has been provided. An
overview of research, consumer behavior, customer evaluation and implementation plan and
strategy to be used has been given.
Contents

Strategy Plan of a Mortgage Company 2
2. Situational Analysis.....................................................................................................................4
2.1 SWOT Analysis...................................................................................................................................4
2.2 PEST Analysis.....................................................................................................................................4
2.3 Competitive Analysis.........................................................................................................................5
2.4 Market Analysis.................................................................................................................................5
3. Marketing Goals..........................................................................................................................6
4. Marketing Strategy......................................................................................................................7
5. Market Segmentation...................................................................................................................7
6. Market Positioning.......................................................................................................................8
7. Marketing Tactics........................................................................................................................8
7.1 Product Strategy................................................................................................................................8
7.2 Service Strategy.................................................................................................................................8
7.3 Pricing Strategy..................................................................................................................................8
7.4 Distribution Strategy..........................................................................................................................9
7.5 Promotion Strategy..........................................................................................................................10
7.6 People Strategy................................................................................................................................10
8. Research.....................................................................................................................................11
8.1 Consumer Research.........................................................................................................................11
8.2 Market Research..............................................................................................................................12
9. Consumer Behavior...................................................................................................................12

Strategy Plan of a Mortgage Company 3
10. Marketing Budget....................................................................................................................13
11. Evaluation................................................................................................................................13
12. Implementation Plan................................................................................................................14
References......................................................................................................................................14