Transcript Kaplan University School of Business and Management GB530

Kaplan University
School of Business and Management
GB530 Marketing Management
Personal Marketing Plan
Units 5 and 6
Vision – Darlene Maney’s
Personal Marketing Plan
A. Vision
a. Strategic Intent
 My ultimate career goal is to become a Human Resources
Director/Manager.
b. Desired Company and Job
 Evergreen Packaging, Human Resources Director
Marketing Summary – Darlene Maney’s
Personal Marketing Plan
B. Marketing Summary
a. SWOT
Strengths:, tenacious, trustworthy, driven, loves a challenge, excellent
people skills
Weaknesses: tends to procrastinate with simple tasks, takes time to make a
decision, sometimes impatient
Opportunities: pursuing MBA to become more employable, networking to
be “in the loop” when positions become available, career sites on the
internet
Threats: local college is awarding degrees in Human Resources, businesses
“farming out” Human Resource responsibilities, internal promotions
when job openings occur, not many Human Resource jobs available in
area
Marketing Summary – Darlene Maney’s
Personal Marketing Plan
B. Marketing Summary (continued)
b. Competition
 Other professionals competing for the same jobs have more
experience in certain fields (such as working with unions). Many of
them are younger with degrees in Human Resources that are willing
to take a lower salary to start. There are also those professionals
who had the opportunity to use the popular HRIS software. They have
professionally written resume’s. Finally, companies are hiring those
professionals that live closer to their operations.
c. Core Competency
 I plan to grow in my management skills so that I can become a
Human Resource strategic partner in the company that hires me. I
believe that we should never stop learning and applying the
knowledge gained whenever possible.
Target Markets – Darlene Maney’s
Personal Marketing Plan
C. Target Markets
 Industry injection molding manufacturing, general manufacturing, service
industry
 Demographic large company
 Culture I prefer to work for a progressive corporate culture that values its
employees as integral parts of the operation.
 Three example firms or organizations
1. Evergreen Packaging
2.
Eton Corporation
3. Borg-Warner Corporation
3. Three reasons why your chosen segments are attractive target
markets.
1. They are integral parts of an international company
2. They value their employees
3. They have proven stability in the corporate world
Positioning Statement – Darlene Maney’s
Personal Marketing Plan
D. Positioning Statement
•
To hire me would be to hire someone who genuinely enjoys doing the work
of Human Resources and will take it upon herself to further her skill set.
• I am a dedicated employee who represents her employer in a professional
manner. I work to position myself as a strategic partner to further the company’s
success while encouraging employees to also understand their roles in that
success.
• Two words or phrases that are related to the skills and/or knowledge you
would like to offer to the market: ability to change direction at a moment’s
notice, ability to subjugate myself to the job.
• Two words or phrases that identify personal traits you would bring to the
job market gregarious, energetic
Marketing Mix – Darlene Maney’s
Personal Marketing Plan
E. Marketing Mix



Product
I have the ability to get along well with others. This is very important to the Human
Resource function as many times it is the HR person who serves as a laison between
management and employees.
I have the ability to learn quickly. When there is something that I need to learn in
order to perform my job well, I have the ability to research, learn, and apply the new
skills in a timely manner.
Government rules and regulations can change on a day’s notice and, as a dedicated
Human Resources professional, I have the ability to adapt quickly.

My work availability is extremely flexible.

I have never received less than an “Excellent” in any job evaluation given me.

I take pride in doing my job well and being a contributing member of the
management team.
Marketing Mix – Darlene Maney’s
Personal Marketing Plan
Price
• In western North Carolina, the salary range for Human Resource Managers is
$$47,801 to $112,377. (This information was gathered from payscale.comand
salary.com.)
• I am seeking the job that would pay the $50,000-$60,000 per year but am
open to negotiation.
Marketing Mix – Darlene Maney’s
Personal Marketing Plan
Place
 Geographical: Asheville-Waynesville, NC Area
 Distribution channels: I will utilize online job search utilities ,
available job banks, and word of mouth from friends and acquaintances.
 Two direct channels:
I will submit resume’s to available job openings
as well as letters of application to companies with whom I am interested in
working.
 Two indirect channels: I will give resume’s to friends and family who
currently work for the companies seeking Human Resource representatives.
Marketing Mix – Darlene Maney’s
Personal Marketing Plan
Promotion
• I will send letters of application to employers with current available positions, as
well as those with whom I am interested in working. I will also join online job
boards. I have a friend that works for the NC Employment Security Commission.
I will let her know that I am available and looking for work so that she can keep
me in mind when a position comes into their branch office. I will also visit Job
Fairs to meet employers who are looking for workers and distribute my resume.
• Being a gregarious person, I have been able to get to know customers where I
currently work. In talking to them, I will discuss my job goals and experiences,
and then give them a business card in case they hear of a position for which I
may qualify. This would be a good way to hear about local job openings before
they become available to the general public.
• Joining the same local gym in order to meet business people in order to get the
word out that I am looking for a Human Resource position would be a good way to
spread the word, so to speak. Working people tend to work out of the evenings
and if I join them, I may meet just the right person who could refer me to just the
right job.
• I will pin my business card up on the information boards of local hangouts for
business people. While they are looking for someone to fix their roofs, they will
see my business card and it may trigger a response from them when they are
looking for a Human Resource person.
Marketing Mix – Darlene Maney’s
Personal Marketing Plan
• I will utilize my contacts on Facebook to advertise the fact that I am looking for a
Human Resources position in the Haywood, Jackson, and Buncombe County
areas. Due to the fact that I know a lot of people, who ALSO know a lot of
people, I may be able to connect with the right person who can help me find the
right job.
• I will volunteer time at local events such as the river clean-up (held once a year),
foot races, or blood drives so that I can meet business people and get to know
them. When they see my resume’ in their mailbox, and the name rings a bell as
someone they have worked with on volunteer activities, they may be more likely
to give me an interview.
• I will contact a recruiter for this area to let them know that I am available and
looking for work so they will have another name to forward to employers who are
seeking Human Resource personnel.
Implementation – Darlene Maney’s
Personal Marketing Plan
F. IMPLEMENTATION
• Next Steps in Next Quarter : I will purchase business cards and
begin to distribute. I will make contact with friends and family who may know of
job openings where they work. I will also determine what volunteer opportunities
are available to me and begin to make those contacts.
• Next Steps in Next 6 Months: I will join a gym and get to know other
people who work out. I will also make contact with friends who work with
employment agencies and keep in touch with them at least once a week.
• Next Steps in 1 Year: I will complete my MBA with a concentration in
Human Resource Management
• Next Steps in 5 Years: Within five years I will be working at my new job
and will be developing the skills that will make me a valuable employee who is
considered to be an asset to the overall management team.
References
Fast Company. (2009). The brand called you. Retrieved Month Date , 2009, from
http://www.fastcompany.com/magazine/10/brandyou.html
Kotler, P., & Keller, K.L. (2009). Marketing management (13th ed.). Upper Saddle River, NJ: Pearson
Prentice Hall.
Payscale.com, Human Resource Manager Pay Scale, http://www.payscale.com
Salary.com, Human Resource Manager Pay Scale, http://hrsalarycenter.salary.com
North Carolina Occupational Employment and Wages, http://eslmi23.esc.state.nc.us/oeswage/