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Taxi Service Marketing Plan
Premier Airport Transportation Service
This sample marketing plan was created with Marketing Plan Pro software.
Controls
The purpose of Premier Airport Transportation's marketing plan is to serve as a guide or road map for the organization. The following areas will be monitored to gauge performance.
- Revenue: monthly and annual.
- Expenses: monthly and annual.
- Repeat customer rate (a relative comparison to the total amount of business).
- Customer satisfaction: determined through the mining of opinions from after-service questionnaires/feedback forms.
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Implementation Milestones
The following milestones identify the key marketing programs. It is important to accomplish each one on budget and on time.
Milestones
| Milestones | |||||
| Advertising | Start Date | End Date | Budget | Manager | Department |
| Marketing plan completion | 1/1/2003 | 2/1/2003 | $0 | Sam | Department |
| Advertising campaign #1 | 1/1/2003 | 6/30/2003 | $2,475 | Sam | Department |
| Advertising campaign #2 | 7/1/2003 | 12/31/2003 | $2,275 | Sam | Department |
| First major strategic alliance | 8/1/2003 | 12/31/2003 | $1,075 | Sam | Department |
| Name me | 1/1/2003 | 1/15/2003 | $0 | ABC | Department |
| Name me | 1/1/2003 | 1/15/2003 | $0 | ABC | Department |
| Name me | 1/1/2003 | 1/15/2003 | $0 | ABC | Department |
| Name me | 1/1/2003 | 1/15/2003 | $0 | ABC | Department |
| Name me | 1/1/2003 | 1/15/2003 | $0 | ABC | Department |
| Other | 1/1/2003 | 1/15/2003 | $0 | ABC | Department |
| Total Advertising Budget | $5,825 | ||||
| PR | Start Date | End Date | Budget | Manager | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Other | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Total PR Budget | $0 | ||||
| Direct Marketing | Start Date | End Date | Budget | Manager | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Other | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Total Direct Marketing Budget | $0 | ||||
| Web Development | Start Date | End Date | Budget | Manager | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Other | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Total Web Development Budget | $0 | ||||
| Other | Start Date | End Date | Budget | Manager | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Other | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Total Other Budget | $0 | ||||
| Totals | $5,825 | ||||
Contingency Planning
Difficulties and Risks
- Problems generating a sufficiently large customer base.
- The entry of a well-financed competitor with a similar business model.
- Customer's perception that Premier does not offer a value-added service.
Worst Case Scenarios Include
- Determining that the business cannot support itself.
- Having to liquidate equipment to cover liabilities.
- Entirely too optimistic sales forecasts.
Sales Forecast
Contribution Margin
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