iFetch Sales Management Plan
Company’s background
iFetch is a family startup company, launched in Austin, Canada in 2013. The firm’s motto, mentioned on the web site states “IT’S PLAYTIME”, which perfectly corresponds to the main product it creates: a play tool for dogs, which automatically throws fetch, and a set of extra balls to be played. Except of the fun for home pets, the firm delivers a bunch of free hours for the dog owners. The firm was launched as an online store, which is why it is named as iFetch (goifetch.ca/).
Clearly, that it is oriented on the customers, who have or are planning to have a dog at home. Moreover, since the only way to purchase the product is via online ordering, target customers must have an access to the Internet and a credit card to submit an order. Nevertheless, the website of the company is very simple in use and well designed; besides the main order form, there is a special tab with training tips provided. The site is available in different countries, as well as delivery of the iFetch products (goifetch.ca/).
For now, the firm sells devices of three types: iFetch fenzy, iFetch and iFetch too, and additionally the client can order a set of 1.5 inch or 2.5 inch balls, specifically designed by the company. The price differs from $69.99 to $199.99 and $349.99 for a tool respectfully. Any set of unique balls costs $14.99. Since the average price of the products is not very high, it makes them affordable for different kinds of clients (goifetch.ca/shop-4/).
Sales marketing plan
Analysis of the Market Opportunities
In the modern economy only those companies succeed, which place a customer as a center of their strategy. iFetch company is 100% customer oriented, as it aims at delivering happiness to the client’s pets and at the same time provide its clients with more free time. This shows that the firm understands its customers needs and wishes. However, apart of a successful start up of the business each company should constantly seek for the development and higher profits. In the market of toys for home pets, there is high competition, therefore, being customer oriented is an advantage to be used. Another advantage of the iFetch in the market is that all their products are unique and original, which grants a high quality and nice design. Among disadvantages of the company, a small size of the business should be mentioned as well as lack of experience of its executives and sales managers. Despite a little variety of the products offered, the firm already won numerous awards and prizes, which declares the high quality and great potential (http://goifetch.ca/press/). The firm sells its goods online, which allows it easily access new markets.
Generating and choosing the Strategy
Every successful business starts with a mission and vision declared and structured in its long term strategy (Johnston & Marshall, 2013, Ch.3). So far iFetch company has not announced any official strategy, neither formulated its core mission and vision. Hereby, creating company’s sales strategy should begin with setting its main goals and objectives, both long and short term. Sales management is a key part of the marketing strategy. However, regardless the fact that iFetch is a new business, its marketing technology is at the one-to-one stage, as it offers interactive service an real-time updates, 24/7 internet access to its goods, numerous touchpoints in different countries and one-to-one relationship with its clients (Johnston & Marshall, 2013, Ch.3). Hereby, as per Porter’s Typology, iFetch company should adopt a Differentiation business strategy, as the product they offer is unique and popular worldwide. This strategy will require the firm to provide a high-quality sales force and high-quality customer service. Miles and Snow’s Typology would define iFetch’s strategy as a Defender’s one, due to the fact that firm sells a limited variety of a product in a comparatively stable and predictable market of pet owners (Johnston & Marshall, 2013, Ch.3).
Marketing mix
Product, Distribution, Price and Promotion are the elements of the marketing mix (Johnston & Marshall, 2013, Ch.3). Company’s product is clearly defined and mentioned on its web site. However, the company should increase its assortment so that to attract more customers and be able to compete with stronger rivals. For example, several new toys or some accessories for dogs might be offered besides the iFetch device and balls. The firm’s distribution is more a selective one, as it provides the products in a certain list of countries to a specific consumer segment. The pricing strategy can be declared as a neutral one, as iFetch devices are neither very expensive, nor too cheap. For the future development, the company should diversify its pricing and assortment s that to be competitive in the luxury market as well. As a new start up, the company definitely needs to work on its promotion. As for now, advertising may be not as effective as in personal selling, as the second option allows to build longer relationship with a customer and attract him better than any adds.
Organisation chart
Since the company is new and does not have a largely divided assortment of products, the best and the simplest way of organizing a company sales force is by geographic organisation (Johnston & Marshall, 2013, Ch.4). As it is mentioned on the main web site of the company, it has special on-line profiles for a range of the countries across the world: Canada, USA, UK, Spain/Portugal, South Korea, Norway, Netherlands/Belgium/Luxemburg, Mexico, Finland, Denmark, Czech Republic, Australia/New Zeland (see Figure 1) (goifetch.ca/). Hereby, in order to make the delivery process faster and cheaper the company may locate its departments in all or few of the above mentioned countries. Thus, the Geographic sales organisation of the iFetch will look as it is shown in the Figure 2. As it is mentioned by Johnston & Marshall (2013, Ch.4), this type of the sales organisation requires separate sales people to be assigned to each territory. Hence they will have an opportunity to examine consumers’ needs and pains so that to satisfy them further, and thus attract more potential customers. But it also challenges the company to hire proficient salesmen for each district, as on their competency the company’s sales forecasts will depend.
Figure 1. iFetch countries of cooperation.
Figure 2. Geographic sales organisation of the iFetch company.
References
iFecth (n.d.) goiFetch.ca Retrieved at: http://goifetch.ca/
Johnston, M., & Marshall, G. (2013). Sales force management. (11th ed.). New York: Routledge. ISBN-13: 978-0-415-53462-8
