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PRfect Greens is beginning their first year of operation. A strategic and focused marketing plan is required to bring the business to profitability. The basic market need is a public relations firm that specializes in environmental PR, specifically crisis management, image creation, and PR event management. While there are many PR firms in the area, none are able to truly cater to the market-specific needs of a company in an industry that has significant environmental consequences.
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PRfect Greens posses good information regarding the Eugene PR market and the various companies that are in need of specialized environmental PR services. This information will be leveraged to allow PRfect Greens to better understand their customer, their specific needs, and the best methods of communication that PRfect Greens should use.
PRfect Greens is providing its customers with a selection of different environmental-specific PR activities. While there are many PR firms, none have the experience and concentration that PRfect Greens offers to its clients. PRfect Greens seeks to fulfill the following benefits that are important to its customers:
The market trend for the PR industry is consolidation and full-service offerings. The PR industry has not been immune to pressure to consolidate to improve business efficiencies. This has taken the form of larger, national PR firms buying up local firms and increasing the presence of the larger firms.
In addition to this trend, firms are also under pressure to offer a wider range of services. The reasoning behind this trend is that the firms will be able to capture more business if they offer a one-stop-shopping solution of many PR services. This last trend certainly improves convenience, but it is questionable, possibly doubtful, that service is improved. Because of these current trends, PRfect Greens has decided to start their own firm that concentrates on their core competencies, addresses market needs, and ignores the trends that some of the industry is following.
In 1999, the national PR market reached $2 billion dollars. The industry is expected to grow at a reasonable 6% for the next several years. Some growth will undoubtedly be fueled by the recent Internet burst and more stable company's wishes to appear more desirable in terms of investors. Additionally, with the recent inauguration of the Republican President, there are many public interest organizations that are increasing their scrutiny over companies that work with the environment. The reasoning (which seems fair) is that the Republican President is much cozier with big business at the expense of the environment. This should only help to support PRfect Greens' activities.
The following SWOT analysis captures the key strength and weaknesses within the company, and describes the opportunities and threats facing PRfect Greens.
PRfect Greens offers a wide range of environmental PR services. These services will typically be used by gas companies, mining companies, and lumber companies who are looking to improve their environmental image or manage a crisis. Specifically, the main services offered are:
The keys to success are:
PRfect Greens is still in the speculative stages as an environmental PR service provider. Its critical issues are to continue to take a modest fiscal approach; expand the projects undertaken at a reasonable rate, not for the sole purpose of generating revenues, but because they are able to serve the new projects with as much attention as if they had only one project.
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