Strategic Marketing Plan for Stargrafix Marketing LLC in Miami

This marketing plan outlines strategies for Stargrafix Marketing LLC, a Miami-based company specializing in large format printing, including custom boat wraps, storefront graphics, and commercial vehicle wraps. The plan includes a situational analysis with a SWOT analysis, target market identification focusing on small and medium-sized businesses using vehicles and boats, and positioning the company as innovative. Key objectives include increasing sales and market share, introducing new design wraps, and expanding the business. Marketing strategies involve differentiation through value-added services like auditing and maintenance, and addressing critical issues like establishing a robust supply chain. The plan also details financial objectives, marketing programs, implementation, and contingency planning to ensure sustainable growth and competitiveness in the custom painting job industry. The company aims to leverage its expertise in complex environments and adapt to the digital market for broader reach.

Running head: MARKETING PLAN FOR STARGRAFIX MARKETING LLC
Marketing plan for Stargrafix Marketing LLC
Name of the student:
Name of the University:
Author note

1MARKETING PLAN FOR STARGRAFIX MARKETING LLC
Table of Contents
Introduction:...............................................................................................................................2
Situational Analysis:..................................................................................................................2
Market Summary:...................................................................................................................2
Market Demographics:...........................................................................................................3
Market Needs:........................................................................................................................3
Market Trends:.......................................................................................................................3
Market Growth:......................................................................................................................4
SWOT Analysis:....................................................................................................................4
Competition:...........................................................................................................................5
Product Offering:...................................................................................................................5
Keys to Success:.....................................................................................................................6
Critical Issues:........................................................................................................................6
Marketing Strategy:....................................................................................................................6
Mission:..................................................................................................................................6
Marketing Policy:...................................................................................................................7
Marketing Objective:.............................................................................................................7
Financial Objectives:..............................................................................................................7
Target Markets:......................................................................................................................8
Positioning:............................................................................................................................8
Strategies:...............................................................................................................................9
Marketing Program:...............................................................................................................9
Marketing Research:............................................................................................................10
Financials:................................................................................................................................11
Year End 2018:....................................................................................................................11
Marketing Costs:..................................................................................................................11
Cash flow forecast:...............................................................................................................12
Controls:...................................................................................................................................12
Implementation:...................................................................................................................12
Marketing Organization:......................................................................................................13
Contingency Planning:.........................................................................................................13
Conclusion:..............................................................................................................................15
Reference:................................................................................................................................16

2MARKETING PLAN FOR STARGRAFIX MARKETING LLC
Introduction:
The current assignment entails the marketing plan developed in the context of
Stargrafix Marketing LLC. The organization is located at Miami, Florida in US specializing
in large format printing from custom made boat wraps, storefront graphics, commercial
vehicle wraps and other advertising forms for catering to the needs of the event planners. The
current marketing plan covers several significant topics necessary to manage the marketing
challenges arising out of the internal environment as well as the external environment.
Situational analysis is discussed in this assignment covering business strategy, SWOT
analysis and other aspects of marketing effectiveness. In the objective section of the plan, the
vision, mission, target market and other aspects have been covered.
Various marketing strategies are discussed like targeting, positioning and others and
the models used explain the strategic options, competitive strategies and other significant
matters like branding and innovation (Armstrong et al., 2015). The marketing budget is
presented in this assignment where the staff needs, timing, resources and marketing expense
have been described in detail. The implementation and control plan are included as portions
in the marketing plan, which take into account significant performance indicators. Finally, the
contingency plan has been taken into account as a part of this plan.
Situational Analysis:
Market Summary:
Stargrafix Marketing LLC has well awareness regarding their targeted audience. With
their executive service, the brand is aimed to provide service who wants to showcase their
artistic preference through custom painting. Being one of the fastest growing industry a large
amount of customer is present in the Miami; however, being the new, firm might faces
problem to finding their targeted audience (Jones, 2016).

3MARKETING PLAN FOR STARGRAFIX MARKETING LLC
Market Demographics:
Typical market demographic of the firm is as follows:
Geographic:
The firm as of now operates in the Miami, Florida in US. However, the brand has aim
to grow beyond the geographical boundary of the state and expand in different part of the
country in stepped manner (Stargrafixmarketing.com, 2018)
Demographic:
The brand as of now operates only in the state of Miami, however, eventually it will
expand its business across different part of the state and will establish a strong network of
custom paint job. The brand is focused to enhance its strength with the worker of young to
mid aged in order to expand the business in different sector at a faster rate.
Market Needs:
The organization is located at Miami, Florida in US specializing in large format
printing from custom made boat wraps, storefront graphics, commercial vehicle wraps and
other advertising forms for catering to the needs of the event planners. Custom painting is one
of the fastest growing industry around the world and it is growing at a rapid speed in the US
market. Under this scenario, the firm is aimed to provide various services of custom paintjob
to express their customer’s artistic impression (Shimizu & Meyer, 2015). In addition to the
brand is required to respond to their consumer’s need by its effort to enhance safety and
reduce the environmental risk.
Market Trends:
As it has already been mentioned, the brand has high scope to enhance its business
because custom paint job is one of the fastest growing industry around the world. When it
comes to US, then it is growing at a good speed too. As it can be seen from the growth path
of the previous brand, then all of them have come to zenith of success during the last one and

4MARKETING PLAN FOR STARGRAFIX MARKETING LLC
half decade since the high tech machineries of custom painting came in the market (Jackson,
2015). Utilizing the same growth path, selected brand can expand its business.
Market Growth:
With the effective marketing policies such as special discount for the regular
customers and added benefit to the all the customers can aid the firm to win the heart of the
consumers. Reducing price is always an effective policy to attract more amount of
consumers.
SWOT Analysis:
Strength Weakness
Large format printing from custom made
boat wraps, storefront graphics, commercial
vehicle wraps is one of the world’s fastest
growing industry around the world
Industry is sustainable due to its prominence
in the market and growing demand in
different part of the US (Olderiks et al.,
2015)
It is one of the best possible ways to
showcase his or her artistic preference
Hi tech painting job is done by the
Stargrafix Marketing LLC is gaining
popularity around the state, which is good
for the growth of the business
Stargrafix Marketing LLC is comparatively
newer in the market that makes it small in
competitiveness in front of the already
existing players
Market share is limited to the Miami as of
now
Though the price is reasonable, yet lower
price of the big brands gives tough
competition to the brand in certain sections
(Lange et al., 2016)
Opportunity Threat
With the rise in the demand of the paint job Main threat of the Stargrafix Marketing

5MARKETING PLAN FOR STARGRAFIX MARKETING LLC
from different parts of the state it is quite
possible for the brand to expand its business
beyond the boundary of the state
Though the presence of the brand is limited
to the Miami, it has potential to grow within
the state as well
There high possibility to diversify the
business of the Stargrafix Marketing LLC in
order to enhance the revenue of the same
There lies high potential in the Latin
America and the south Asia of the
Stargrafix Marketing LLC due to their large
amount of demand
LLC lies within slow growth of the custom
painting industry
Fall in the price or volatility in the market is
harmful for the growth of the firm
Strong environmental act can be proved to
be harmful for the brand
Competition:
Stargrafix Marketing LLC operates in the custom painting job industry, which is one
of the fastest growing industry in the US. Thus, the market is already filled with large number
of players. Among many, renowned brands are Global Finishing Solutions and Airflow that
can prove to be main hurdle in front of the growth path of Stargrafix Marketing LLC
(Medina, Palijic & Lafon, 2015).
Product Offering:
As it has already been mentioned Stargrafix Marketing LLC operates in the custom
painting job. Thus, the brand provides large format printing from custom made boat wraps,
storefront graphics, commercial vehicle wraps.

6MARKETING PLAN FOR STARGRAFIX MARKETING LLC
Keys to Success:
When it comes to the key to success, then Stargrafix Marketing LLC has various keys
to strategies. First of all, it has potential to provide differentiated service other than providing
service like large format printing from custom made boat wraps, storefront graphics,
commercial vehicle wraps. It can provide, auditing service to their customers and provide
annual maintenance service, in order to enhance customer integrity with the brand (Garrard,
2018).
Critical Issues:
As the firm is operating newly in the market, one of the main critical issue of the same
is to establishing the supply chain for the firm. In addition to this, the firm has not yet able to
attain economies of scale.
Marketing Strategy:
Mission:
The main mission statement of the company would be depicted to provide a
customized service to the customers specializing in the commercial wraps. Some of the main
mission of the company will include graphic designer service which will allow the consumers
to convert their designs into area of work. It will also deal with the problems which will
provide the personal expression with the custom boat wraps and create formats which will be
approved by the team of experts (Armstrong et al., 2015). Some of the main form of the
industries in which Stargrafix marketing will serve is seen to be related to the Marine, Boats
wraps, dance floor wraps, housing floor wraps, website design and social media ad design.
The main mission of the company is further seen with the consultation with the client which
is based on the presenting the design to the customers before the final approval (Scarborough,
2016).

7MARKETING PLAN FOR STARGRAFIX MARKETING LLC
Marketing Policy:
Marketing strategy is regarded as a long-term and forward looking approach of
planning or the achievement of the overall marketing goals and objectives of the business
organizations along with gaining the necessary competitive advantage. The main aim of the
marketing strategy of Stargrafix Marketing is to engage with more number of customers with
their innovative products and services.
Marketing Objective:
It is required for the business organizations to have specific marketing objectives as it
provides the companies with the necessary direction to achieve the marketing goals. In case
of Stargrafix Marketing, there are some specific marketing objectives of the company
(Chernev, 2018). The first major objective is to increase the amount of sales by increasing
the brand awareness of the company. Another major marketing objective of Stargrafix
Marketing is to increase the market share of the company. The next marketing objective of
Stargrafix Marketing is the introduction of new design wraps for the commercial vehicles and
boats so that they can look attractive. The last major marketing objective of Stargrafix
Marketing is to expand their business by acquiring new customers (Chernev, 2018).
Financial Objectives:
Apart from the marketing objectives, Stargrafix Marketing has some financial
objectives as well. The main financial objective of the company is to increase the sales
revenue of the company with the help of the introduction of the new products and services.
The objective is to increase the sales revenue by 20%. After the increase in sales revenue, the
next financial objective of the company is to increase the cash outflow of the company by
40% as compared to the previous years (Tomczak, Reinecke & Kuss, 2018).

8MARKETING PLAN FOR STARGRAFIX MARKETING LLC
Target Markets:
In the development of marketing strategies, the companies are required to take into
consideration the identification of the target market for serving them in a better manner.
There is not any execution of this fact in case of Stargrafix Marketing. It needs to be
mentioned that Stargrafix Marketing is a United States (US) based company. The major
increase in the population of US has direct connection with the target market of the company
as it will provide the company with the opportunity to provide their products and services to
the customers (Proctor, 2014). As a part of the marketing strategy, the major target of the
company will be the small and medium size businesses that have to use cars for the purpose
of their business operations; like the transportation companies, courier service companies,
product delivery companies, food delivery companies and others. At the same time,
Stargrafix Marketing will also target the businesses that use boats for selling their wraps; like
fishery companies and others. This two will be the major target market of the company as it
will help the company to increase their revenue. At the same time, another major target
market of the company will be all types of businesses for the printing of banners of any size
(Proctor, 2014).
Positioning:
In the process of marketing, positioning is considered as another major dimension for
the success of the companies and there is not any exception of this fact in case of Stargrafix
Marketing. As per the positioning strategy, Stargrafix Marketing will present themselves as
an innovative company providing various types of innovative services to their clients like
designing of logos, artistic vehicle wraps, floor wraps, boar wraps and others. At the same
time, the target of the company will be to provide their customers with these products or
services in affordable price in order to position themselves as a customer-friendly company in
terms of expenses (West, Ford & Ibrahim 2015).

9MARKETING PLAN FOR STARGRAFIX MARKETING LLC
Strategies:
In this context, it needs to mention that the main aim of the marketing strategies of
Stargrafix Marketing is to increase the awareness about the company with the help of quality
products as well as services. The main way to achieve this marketing target is the
introduction of new products and services for the customers with attractive prizes. For this
reason, the main strategy of the company will be the adoption of market penetration strategy
along with the strategy of product development (Moutinho & Vargas-Sanchez, 2018). Under
the market penetration strategy, the main focus of Stargrafix Marketing will be the sale of the
existing products and services of the company in the existing market with the assistance of
superior marketing strategy. On the other hand, under the product development strategy, the
main aim of the company will be the development and introduction of the new products and
services in order to cater to needs of the clients in a more effective manner. As a part of this
strategy, the main aim of the company will be to know about the needs and demands of their
existing as well as potential customers with the help of market survey as this aspect will help
the company to know about the needs of the customers. Moreover, this aspect will lead to
more effective customer engagement (Moutinho & Vargas-Sanchez, 2018).
Marketing Program:
There will be four major parts in the marketing program of Stargrafix Marketing; they
are prancing, distribution, customer service and advertising and promotion. They are
discussed below:
Pricing: Stargrafix Marketing will use the competitive market price for the purpose of
pricing of their products. In case of pricing, the main aim of the company will be to price
their products and services in such a manner so that they existing as well as potential
customers can afford them (McDONALD, 2016).

10MARKETING PLAN FOR STARGRAFIX MARKETING LLC
Distribution: Stargrafix Marketing will use both the offline and online medium for the
distribution of their products and services. In case of the offline medium, the products and
services of the company will be available at the stores. At the same time, clients will also be
able to order the products and services in online through the website of the company (Wrenn
& Mansfield, 2014).
Customer Service: In this aspect, the main strategy of Stargrafix Marketing will be the
development of a team that will be responsible to deal with the issues related to customer
service so that the customers can get the products and services in the most effective manner
(McDONALD, 2016).
Advertising and Promotion: Stargrafix Marketing will use some of the most popular means
for the purpose of advertising and promotion; they are social media, television, newspaper,
news channels, hoardings and others (Foxall, 2014).
Marketing Research:
The marketing research would be considered with the various types of the factors
related to the set of the processes which would be considered with set of processes connects
with the producers, end users and customers. The various types of the other information
would be further considered with defining and identifying and defining the marketing
opportunities and problems. The market research will be taken into account with the different
strategies which will be related to the understanding of the overall activities involved in the
marketing process. The main marketing research plan would consist of systematic gathering,
analysis and recording of information. The various method of analysis will be undertaken
with the application of both qualitative and quantitative data which will relate to the issues of
marketing services and products. The main goal of marketing research will be based on
identifying how the changing elements of marketing mix have impacted the behaviour of the
customers in general (Lidstone & MacLennan, 2017).

11MARKETING PLAN FOR STARGRAFIX MARKETING LLC
Financials:
Year End 2018:
The main intention of the financial plan for the year in 2017 for the company will be
based on increasing the overall cash flow by 40% and sales revenue by 25%. The main goal
of the financial plan would be also considered with taking more initiatives for partnering with
medium and big companies who are looking forward to the services of custom wraps. In
addition to this, some of the other important services provided by the company is depicted in
form of taking main initiatives towards expansion activities which will not only generate
higher cash flows but also increase intangible assets of the company. Some of the main
activities of the company will comprise of taking major initiatives for the increased customer
base which will result in more revenues from sales of the services. Furthermore, there will be
a strong initiative taken by the company in merging up various third-party vendor’s who will
be able to guide to improve the customer base of the company (Chaffey, 2016).
Marketing Costs:
The company will take some of the major initiatives in terms of reducing the overall
cost of marketing by 10%. These initiatives will include analysing the present needs of
marketing data which will be fruitful for the company in the future. Some of the other
initiatives will include taking a strategic approach which will focus on identifying the highest
performing advertisements with as less resources as possible thereby leveraging those trends.
The company would categorise all the customer data into specific groups so that it will be
able to provide a more tailored ad placement service for each group instead of following a
strategy of one size fits all marketing strategy (Smith, 2015). Some of the other initiatives
will also include focusing on marketing automation. In many cases, it is always helpful in
automating the daily marketing tasks. This will allow the company to manage use amount of
data by storing them into cloud instead of manual storage (Sumarwan, 2015).