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This sample marketing plan was written by John Jantsch of . This sample marketing plan can be edited directly in Sales and Marketing Pro software.

Our process is just as important as the completed project. Many companies can get the work done, but few can get it done in a way that doesn't make you hate the journey.

3.1 Differentiators

  • Architect on staff
  • Very experienced design consultants
  • 20-year success history
  • Carpenters on staff

3.2 Direct Competition

Smythe Contracting - Focuses on cost-plus remodeling and strong reputation in upscale neighborhoods; owner lives in very upscale community and is involved.

Kitchen by Keith - while only focused on kitchens, strong reputation for upscale design.

O'Toole Brothers - Not the force they once were, but long-time established in upper end market.

Competitive Analysis

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Competitive Analysis
#1 #2 #3
Competitor Smythe Contracting Kitchen by Keith O'Toole Brothers
Product and/or Service Smythe Contracting Kitchen by Keith O'Toole Brothers
Quality 5 5 4
Selection 4 3 3
Price 4 4 4
Location and Physical Appearance Smythe Contracting Kitchen by Keith O'Toole Brothers
Traffic 3 2 3
Appearance 3 0 3
Visibility 1 0 1
Added Value Factors Smythe Contracting Kitchen by Keith O'Toole Brothers
Pre and Post Sales Service 4 5 4
Experience 5 5 4
Expertise 4 5 4
Reputation 5 5 5
Image 5 3 4
Stability 4 4 3
Strategic Alliances 4 4 4
Other Marketing Activities Smythe Contracting Kitchen by Keith O'Toole Brothers
Established Sales Channels 5 4 5
Advertising 4 3 5
Post-purchase Support 4 5 4
Incentives 3 3 3
Loyalty Components 3 3 2
Total 70 63 65

Growth and Share

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Growth and Share
Competitor Price Growth Rate Market Share
Smythe Contracting $95 5% 15%
Kitchens by Keith $85 3% 7%
O'Toole Brothers $90 -1% 17%
Ourselves $100 7% 10%
Average $92.50 3.50% 12.25%
Total $370.00 14.00% 49.00%

3.3 Indirect Competition

  • New home builders
  • Handyman services
  • Vacation homes

3.4 Model Competitors

  • Graham Homes - Orlando, FL
  • Henkle Remodelers - Minneapolis, MN
  • Earth Home - Taos, NM

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