Post on 13-Apr-2017
UCorp Copy & Printing Center
Jo Yu Hou, Alina Doyle, Paisley Parker, Orcun Kocas, Chris Vargas
I. Intro ★ UCorp Copy & Printing Center is a service in San
Francisco State University ★ Assist students with printing and copying needs.
★ Since it has moved to Cesar Chavez Center, it has
lost a lot of visibility. ★ Our job:
○ Increase visibility ○ Brand awareness ○ Customer acquisition ○ Customer retention rate
II. External Situation Analysis Industrial Analysis: Market Potential
88%
12%
29,000 Students
3,700 Faculty
Market Activity - Low sales - 65% students NOT
aware of the service
Technology - All printing docs need to
be in PDF format - No instructions on
website
Market Characteristics & Social Influences
Our Customers = Millennials How They Interact = Smartphones & Tablets, Facebook
SWOT Analysis Strengths - Personalized, convenient
service - Variety of printing services - Free delivery on campus
Opportunities - High Margins - Large volume capacity
Weakness - Lack of awareness - NO social media - Higher pricing - Not accepting One Card
Threats - SFSU library own majority - Students use privately
owned printer - SFSU library accepts
OneCard
Competitor Analysis
Campus Copy Center
VS.
Library Printing Pros: - Prime location - Low prices - Ease of use - Available all day/night
Cons: - OneCard Payments $$$ - Lack of options - Self service - Long lines
Personal Printers Pros: - Cheaper cost per page - Advantage of advertising - Home printing convenience - Advanced technology and wifi
Cons: - Ink Cartridges - Limited sizing options - Emergencies may occur
Customer Analysis Who? 1- Student body 2- Student Organization
University Clubs, Fraternities & Sororities * Serving to Faculty and Faculty Department is another option, however the firm needs to build its reputation before conducting Business-To-Business activities.
When? --- Fall semester & Spring semester
What? - Customized service - reduce risk of erroneous printing What if? - Lower price? - Put up a Facebook Promotional Page So what? - Sales volume - Revenue What then? - Customer retention rate
Internal Situation Analysis Financial Resources
Human Resources +
4 professionals
Manufacturing Resources 3 regular printers
1 poster printer
III. Marketing Objectives Quantitative
Price sensitive 65% not aware of the service YET 87% are interested
Qualitative Brand awareness Brand Image Building Reputation
IV. Marketing Strategy - OUR PLAN Create posters, banners around school buildings Create Social Media Accounts for Digital Marketing - Promotions:
- Digital coupons - Small discounts on first purchase - Referral discounts - Loyalty program - QR Codes: Serving as a Landing Page
& Using QR codes for Promotion
CONGRATULATIONS
TO THE CLASS OF 2015
THANK YOU FOR LISTENING !