The target markets for the glass recycling business in Germany have been clearly defined and the organization will differentiate itself to provide a unique solution to the needs of its consumers. The major focus of the marketing plan for the start-up business would be to quickly increase business sales and profitability. The goal of the marketing plan will be achieved by promotion campaigns, effective publicity, and face-to-face contact. The marketing strategy will pay emphasis on building a relationship-oriented business, emphasize high quality and high-value products and services, and focus on landscapes, the federal government, and municipalities as the key initial markets.
The promotion strategy of the glass recycling business will be conducted in two phases. The initial phase will specifically focus on before, during, and twelve months following our open while the second phase will focus on the long term. The initial phase will enable the business to have a rapid market entry to ensure early and sustainable profitability ( Pawar, 2014) . The second phase will enable growth and the long term and help propel the business towards achieving its goals.
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The initial promotion phase will focus on the use of strategies such as publicity, advertising, and social media. Publicity will be achieved by sending news releases to the major newspapers in Germany to let the target consumers know about the business. Publicity will also be sought using news stories from local television and radio stations in Germany. Advertising will be conducted through the utilization of face-to-face promotion strategies and direct mails to raise awareness of the firm's products and services in the target markets. Promotion by social media will be conducted using content heavy websites focusing on educating target consumers about the benefits of our products and services.
The second promotion phase will use strategies such as publicity, advertising, and the internet. The organization will continue seeking publicity as the business grows through media. Advertisement will be conducted through face-to-face contact with consumers and potential customers. The promotion will be conducted using the internet through a comprehensive website updated to respond to the frequently asked questions.
Reference
Pawar, A. V. (2014). Study of the effectiveness of online marketing on integrated marketing communication. School of Management, DY Patil University, Navi Mumbai .
