Transcript Marketing Summary – Keith Flores` Personal Marketing Plan

Kaplan University
School of Business and Management
GB530 Marketing Management
Personal Marketing Plan
Unit 5
Vision – Keith Flores’
Personal Marketing Plan
A. Vision
a. Strategic Intent
 To become an executive manager in my chosen profession of
Software Engineering
b. Desired Company and Job
 To enter into the role of Chief Technology Officer at a
company of between 50 and 100 employees.
Marketing Summary – Keith Flores’
Personal Marketing Plan
B. Marketing Summary
a. SWOT Analysis
Strengths
- High standards of performance
- I set high standards for myself because I can’t expect anyone to entrust me with
the full confidence if I can’t ensure success.
- Aware of myself and the world around me
- I am always taking stock of myself and what I am doing. It helps me identify
areas where I need to improve and areas that are helping me to succeed.
- Modest and friendly
- I do not seek praise or accolades. I am more comfortable with letting my work
speak for me.
Marketing Summary – Keith Flores’
Personal Marketing Plan
Weaknesses
- Poor time management
- I have difficulty in applying an appropriate amount of time to solving problems.
On occasion I can become absorbed with a task to the exclusion of everything
else, which can lead to delays overall.
- Stubborn
- I would like to think that my stubbornness is an asset because I am unrelenting
in pursuing the completion of tasks, but it can be a detriment. It can lead me to
draw conclusions about something that may not be correct, and changing my
mind is difficult.
- Can’t say No
- I have a habit of trying to please people, which makes me very non
confrontational. Unfortunately, it also leads me to make unrealistic commitments,
which become very stressful to me.
Marketing Summary – Keith Flores’
Personal Marketing Plan
Opportunities
- This Masters in Business Administration degree
- Receiving this training will give me the credentials to pursue an executive
management role in the next organization I join. Having this education is very
important to me personally and professionally, and I believe it will assist me in
furthering my career.
- Employment outlook
- Even though the employment outlook is generally grim and employees are doing
more with less, I think of this as an opportunity to find a position that will expose
me to a greater variety of experiences.
- Economy
- The economy is slowly but surely recovering. As it heals, there will be a greater
demand for software engineers, which will spur an increase in hiring in that
sector. I will be in position to take advantage of that situation once I complete
this training.
Marketing Summary – Keith Flores’
Personal Marketing Plan
Threats
- Economy
- Even though the economy will most certainly present a great deal of
opportunities, it can also prevent me from moving up in my profession. There is a
deep pool of talent available to draw from that has management experience
already, so until that is depleted I could be waiting awhile for my chance.
- Change in organization
- If my current employer reorganizes, there is a chance they could downsize my
department, which would put me at risk of being laid off. This will not be helpful
to me in future searches for employment
- Family concerns
- As a new father, I have been faced with a new set of responsibilities that could
present difficulties for my career choice. There has to be a balance between work
and family.
Marketing Summary – Keith Flores’
Personal Marketing Plan
B. Marketing Summary (continued)
b. Competition
 There is a large number of software engineers who have the
same general skill set. For a person with eight years of
experience and an high level of expertise, a company can
expect to pay between $80,000 and $100,000 in salary plus
benefits. Software engineers are usually very mobile and
often move to where the jobs are more plentiful. This makes
the entire country a potential target. Headhunters can receive
a high commission for placing a software engineer, so the
demand for them exceeds the cost of advertising for them
and promoting them.
Marketing Summary – Keith Flores’
Personal Marketing Plan
c. Core Competency
 A core competency is my ability to solve problems efficiently
and apply the appropriate technology as part of the solution.
This requires continuing education in new technologies, new
development methodologies, and new design philosophies. By
staying current in the software engineering field, I will put
myself into a position where I am able to more effectively
lead a team of developers.
Target Markets – Keith Flores’
Personal Marketing Plan
C. Target Markets
 Industry
 Any industry that supports social justice endeavors or politics
 Demographic
 Small company of between 50 and 100 employees or a small departmental organization of 50 to
100 employees
 Culture
 Prefer to work with a progressive organization that is socially oriented in its mission
 Firms or organizations
1. Democratic National Committee
2. American Civil Liberties Union
3. National Organization for Women
 Reasons these are attractive target markets.
1. Serve society at large by seeking equality and justice for all
2. They have a growing need to take advantage of web-based technologies to
distribute their message and accomplish their goals
3. While they are often funded through donations and are most often non profit,
they still pay competitively and offer a variety of management experiences.
Positioning Statement – Keith Flores’
Personal Marketing Plan
D. Positioning Statement
• Keith Flores is a highly motivated individual with the experience and training to
operate in a team environment.
• Keith Flores offers loyalty and a determination to achieve success
• Keith Flores brings a can-do attitude and a drive to innovate
Marketing Mix – Keith Flores’
Personal Marketing Plan
E. Marketing Mix
Product
• Keith Flores has eight years of experience in the field of
Software Engineering using every programming platform to
build web-based applications. He has several years of
management experience and training in a military environment.
Keith brings his knowledge of the world and different cultures
from travel.
Marketing Mix – Keith Flores’
Personal Marketing Plan
Price
• According to Salary.com, the salary range for a Manager of
Information Technology is between $90,000 and $125,000
annually plus bonus. Keith’s level of experience would be
valued at no less than $100,000.
Marketing Mix – Keith Flores’
Personal Marketing Plan
Place
 Geographical—South East United States, preferably the Atlanta,
GA area.
 Distribution Channels
 Local executive level headhunters and active solicitation
 LinkedIn.com and personal network of technology professionals
built up over years of working in the field
Marketing Mix – Keith Flores’
Personal Marketing Plan
Promotion
• Advertising to companies looking for a good fit via head hunters and executive
placement firms will be used.
• Promotional Efforts
• Meet and greet lunches with prospective hiring managers in the area
• Cold call and arrange meetings with technology executives in the local area. This information can
be found on Hoovers or at the local Chamber of Commerce
•
Meeting prospective employers in an informal setting is a good way to break the ice and create
opportunities to meet again
• Investigate trade shows for potential needs
• Trade shows often send executives if the company is small enough. At the very least, they send
subject matter experts who are always willing to talk to a colleague
•
Developing relationships with professionals in the area makes it easier to get in touch with hiring
authorities and spread the word about availability
• Attend local technology seminars and network with attendees
• Advertise services on a contractual basis to get the word out
• Volunteer at charity events
Marketing Mix – Keith Flores’
Personal Marketing Plan
Promotion
• Attend local technology seminars and network with attendees
• Local technology seminars are always attended by technical experts. Typically, these people are in
management roles and appreciate talking to a colleague of similar skills and interest. Developing
relationships with them will make it easier to advertise availability.
• Advertise services on a contractual basis to get the word out
• Hang out a shingle as a contractor or an expert who can be brought in for a limited period. During
that time, it is crucial to develop relationships with management in order to potentially transition
from contractor to full-time employee.
• Volunteer at charity events
• Charity events always appreciate help especially if that help saves them a great deal of money. It
also creates great opportunities to rub elbows with business owners and develop relationships with
them.
Implementation – Keith Flores’
Personal Marketing Plan
F. IMPLEMENTATION
• Next Steps in Next Quarter
 Create a resume and have professional copies printed and bound
 Begin researching executive placement firms in the area
 Decide on a general region to target
• Next Steps in Next 6 Months
 Plan and prepare to move household within a 30 day timeframe
 Begin actively working with placement firms to set up interviews
 Travel to target region to get a better feel for the area
Implementation – Keith Flores’
Personal Marketing Plan
F. IMPLEMENTATION
• Next Steps in 1 Year
 Secure a position in the target region as a Technology Manager
 Begin building personal relationships with other managers and executives
 Make a concerted effort to become an integral part of the company culture
• Next Steps in 5 Years
 Seek and obtain promotion to an executive role (Vice President or
equivalent)
 Continue to hone expertise by staying abreast of changes in the field and
the company’s industry
 Make strategic moves to facilitate mobility upward in management
References
Fast Company. (2009). The brand called you. Retrieved August 15, 2010, 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.
Salary Wizard. Retrieved August 24, 2010, from http://www.salary.com