DANIEL KIPROP

BUSINESS PLAN CHAPTER TWO

MARKETING PLAN

• INTRODUCTION

Marketing is created awareness of a good or service that already exists in the market, or being
hoped to be put in the market soon that the customer may be made aware of it.

Marketing creates direct flow of the product from the entrepreneur to customers in order to
achieve business objectives and targeting areas.

• Customers

The targeted customers will be grouped according to their potentiality of buying. This grouping
will depend on various factors like income, social class, economic activity in the area and
traditional belief and practices. These groups include:

Commercial customers

These customers buy product from the hardware for sale

Final customers

These are final users of the products who will buy from the hardware for their use

• COMPETITORS

There are two main competitors who are really active and take 70% of the market share and are
located in Langas, but since they opened (after four years of operation) they have never
improved/opened other branches.

The main competitors are

• MUIGAI HARDWARE

• Address

P.O BOX 6

ELDORET
 Location

It will be located Langas, near Kigomba Wholesalers, a few meters from the bus
terminus.

Strength

• It’s widely known

• Have excellent customer services

• Offer sales services e.g. transport

• They have established good customer relations

• They sell quality products

• Weakness

• Lack packing facilities

• Little stock

• Offer a bit higher prices.

Anuria hardware

• Address

P.O BOX 19946

Eldoret

• Location

It’s located just behind home choice supermarket a few meters from matatu
terminus.

• Strengths

• It is highly stocked
 • Use direct channel of distribution

• Weaknesses

• Have no specific working hours. It may be opened or closed any time.

• Offer substandard customer services

To push competition out of market, Tumaini General Stores will use the following strategies:

• It shall be opened from 8.00am to 9.00 pm, from Monday to Saturday

• Quality products will be offered

• Maintaining customer relationship

• Distribution goods to customers once an order has been made at the right time and in the
right quality and quantity

• Collecting views from customers about their feeling towards the goods and if they need
any change.

ADVERTISEMENTS

The business will be advertised through

1. POSTERS
The business will use posters showing the direction and the location of the enterprise. The
posters will indicate the business logo and drawings of various agro vet products such as
fertilizers, cement, Iron sheets etc.
2. WEBSITES AND SOCIAL MEDIA
Tumaini General Stores has created its own website, a WhatsApp group and a twitter page to
allow the public to access our business profile, services, location and contact information to
conduct its business in a way that will make it known to the community and have many
customers as possible.
2.7 SALES STRATEGY
The hardware products will be sold direct to the customers, this ensures direct contact between
customers and the sellers. The business will allow discount to the customer to encourage them to
buy the business product. The customers who come from distant areas will be provided with
transportation of product purchased of a small fee to encourage the customers to demand more
and create good relations with the business.

2.8 DISTRIBUTION STRATEGY

The business will sell its product directly to the customers and only allow customers come long
distant for transportation from Uasin-Gishu County and its neighbors through producers such as
Zanulia Hardware distribution company products are bulky hence it should reach the market
safely.