Research Question: How can AV Architects & Builders improve their promotion strategies to increase sales for their business?

Anna M. Greenwood

IB #: 000943-036George C. Marshall High School

Date of Submission: 02/27/2012Business Management Research Paper

Table of Contents

1. Acknowledgements....................................................................................................................................................3

2. Executive Summary...................................................................................................................................................4

3. Research Proposal......................................................................................................................................................5

4. Introduction.................................................................................................................................................................. 8

4.1 About the Company............................................................................................................................................8

4.2 Current Marketing Strategy............................................................................................................................8

4.3 Research Question..............................................................................................................................................8

5. Procedure/Method.....................................................................................................................................................9

6. Findings........................................................................................................................................................................ 10

7. Analysis & Discussion.............................................................................................................................................11

7.1 SWOT Analysis...................................................................................................................................................11

7.2 Promotional Mix................................................................................................................................................12

7.3 Marketing Mix.................................................................................................................................................... 13

8. Conclusion & Recommendation.........................................................................................................................14

9. Bibliography...............................................................................................................................................................15

10. Appendix...................................................................................................................................................................... 16................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................

2

Anna M. Greenwood

IB #: 000943-036George C. Marshall High School

Date of Submission: 02/27/2012Business Management Research Paper

1. Acknowledgements

I would like to thank Francisca Alonso and the Alonso family for allowing me to study their business and offer my insight to their strategy. It was a wonderful experience being able to explore the process of this company and the effort that they have put in to its success.

3

2. Executive Summary

This is a written report to analyze the current marketing strategy of AV Architects & Builders and to possibly form an edited marketing strategy that will promote the business and improve sales. In order to do this, I will be meeting with different members of the business to view the business standings from different viewpoints. With the information extracted, I will be able to create a promotional plan that will hopefully improve the sales for AV Architects & Buildings.

In order to assess the most accurate information about this business, I interviewed Francisca Alonso, Founder of AV Architects & Builders and Tony Alonso, Co-Founder of AV Architects & Builders. Through this assessment, I analyzed the options using a SWOT Analysis, Marketing Mix and Promotional Mix to create a projected promotional plan for the company.

After analyzing the goals for AV Architects & Builders, I suggested that the company partner with other businesses in a similar field to expand their customer network as well as attain strategies of other businesses. By partnering with one or two other companies, AV Architects & Builders can meet the customers’ needs to a higher standard and increase the overall strength of their business.

Word Count: 198

4

3. Research Proposal

Research Question: How can AV Architects & Builders improve their promotion strategies to increase sales for their business?

Anna M. Greenwood

IB #: 000943-036George C. Marshall High School

Date of Submission: 02/27/2012Business Management Research Paper (Higher Level)

Word Count, Research Proposal: 269

Rationale:

AV Architects & Builders is small business located in Vienna, Virginia and provides its services to the Northern Virginia community. Although the company has made progress networking in business-related networking projects, they have the potential to really grow. With the appropriate

5

use of more effective marketing, AV Architects & Builders can expand its network and improve their overall sales. I am going to interview different members of the company in order to assess which types of marketing strategies have been effective and which ones have not been successful. Based on my research, I will be able to create a marketing plan that will expand the company’s network and increase their overall sales.

Areas of the Syllabus to be covered:

4.1 Role of Marketing4.2 Marketing Planning4.5 Promotion4.6 Place

Methodology:SWOT AnalysisPromotional MixMarketing Mix

Action Plan:

Date Activity09/22/11 Request AV Architects & Builders09/25/11 Research Plan09/29/11 First Interview with Francisca Alonso10/08/11 First Interview With Tony Alonso11/07/11 Create Marketing Mix11/07/11 Create Promotional Mix11/13/11 Interview with Molly Magee (Customer)11/15/11 Create and Analyze SWOT Analysis11/16/11 Create Conclusion for AV A&B12/04/11 Create draft12/16/11 Edit and finalize assessment

Limitations:

Because AV Architects & Builders serve a range of customers all over the Washington D.C. area, it will be difficult to reach customers for interviews and questions. I was limited to a low number to

6

customers to contact and was only able to schedule an interview with one. Although the customer I met with was very helpful, it was difficult to gain sufficient information based on the lack of customer opinion.

4. Introduction

7

4.1 About the Company

Francisca Alonso of Vienna, Virginia, launched AV Architects in 2001 with a passion for architecture and a vision to provide full architectural services to high-end homeowners in the Metropolitan DC Area. A year later, she realized that she was not able to fully take care of their clients by only providing the architectural documents and not managing the construction process to the end.  In 2002, she added a sister company AV Builders to control the construction process and provide their high-end clients with a single point of accountability from concept to completion. Today, her company provides “Custom Design Services and a Seamless Construction Process and deliver Perfect Results”. Alonso’s unique building and designing approach is seen throughout the Great Falls and McLean areas.

4.2 Current Marketing Techniques

Representatives from AV Architects & Builders have attended business events to interact with other businesses in an attempt to possibly create relationships with social media/marketing experts. Currently, their target market is middle-aged women in the Northern Virginia area. They have a website and a few social media accounts, but want to expand their small business to a larger network.

4.3 Research Question

How can AV Architects & Builders improve their promotion strategies to increase sales for their business?

5. Procedure/Method

8

Currently, AV Architects & Builders frequently updates their Facebook, Twitter and Youtube accounts as well as a blog and an information website. These networks seem to be successful for the company, but there seem to be other opportunities for the local business to grow. By simply looking at the design portfolio located on the AV Architects & Builders, it is obvious that these designs are extremely unique and worth the time and money. The potential for this business to grow is large and with a slight increase in promotion, this local foundation can grow into something even greater.

Francisca Alonso would, of course, be the main source of information for this proposal. She is the founder and owner of AV Architects & Builders and would have the most accurate and useful information. Another source of information would be Alonso’s husband, Tony Alonso. He graduated from The School of Architecture at The Catholic University and is currently practicing architecture. He is also very familiar with the business and would be a useful source for possible promotion plans and ideas. Any other useful sources may be customers that have experienced service from AV Architects & Builders. They can give their opinion on the business, workers, and their overall impressions of the design that their house received.

With these ideas and sources, it is more than possible for AV Architects & Builders to expand into other areas of Virginia and maybe even other states. The designs are one-of-a-kind and deserve to be viewed by all. This process begins with simple interview questions to see how and when this proposal can be put into action. Then, with the help of customers and other companies, we can observe how far AV Architects & Builders can really go.

5.1 Methodology

The following tools will be assessed to evaluate the possible options for AV Architects & Builders:

1. SWOT Analysis2. Promotional Mix3. Marketing Mix

6. Findings

Based on the interview with Alonso, it can be inferred that AV Architects & Builders is in a safe standing, but there is still a lot of potential with where they can take the business. The company

9

targets women in the Northern Virginia area, but with the right marketing and promotion techniques, they can expand and improve the sales within the business. AV A & B also would benefit from working with other companies that compliment theirs. Together, with another company, they can reach more clients and attend to a wider range of customer needs. I created a SWOT analysis in order to analyze whether or not this strategy would be beneficial to AV Architects & Builders.

Alonso also suggested that their promotion through social media was restricted, admitting that they have connections with mainly business-associate networks. It would be beneficial for AV Architects & Builders to establish marketing strategies that involve of forms of social marketing such as social networking to reach a wider range of clients.

7. Analysis & Discussion

7.1 SWOT Analysis

10

Based on the SWOT Analysis above, it can be concluded that AV Architects & Builders would benefit in working with another local business in the field of architecture. Rather than competing with other local architecture businesses, AV Architects & Builders could work with one or more other companies, combining their strengths in the field to maximize the success of the businesses. The main strength of this strategy is that the range of customers is widened. Should AV Architects & Builders include other businesses in their promotion strategy, they would be able to reach customers from neighboring companies. A weakness, however, of this strategy is the loss of strong marketing techniques that are specific to AV Architects & Builders. By working with other architecture companies, any marketing projects or successful techniques are now at the use of the partnering firms. This could damage the effectiveness that is has had for AV Architects & Builders.

7.2 Promotional Mix

11

Loss of faithful customers.Release of marketing strategies and techniques.

Introduction to new marketing techniques.Expanding overall network with other companies.

Partnering business could gain more attention.

Gaining attention from the clients of the partnering business.A wider range of customers.

Strengths Weaknesses

ThreatsOpportunities

Advertising – As far as advertising, AV Architects & Builders tends to focus on targeting the “stay-at-home mom”. There is a company website that contains a photo gallery of finished products and information about the business’ offerings and prices. This website clearly lays out the goal of the business and the success that it has experienced.

Personal Selling – Francisca Alonso is credited for the personal selling in regards to AV Architects & Builders. She meets with possible clients and finalizes deals for the construction. Customers can directly meet with the founder of the business to ensure that they are going to receive the product they desire. This gives clients a sense of trust in their purchase and strong customer loyalty for AV Architects & Builders.

Public Relations (PR) – AV Architects & Builders are members of many organizations in the Northern Virginia area in order to expand their network to a greater area. Specifically, they participate in business-oriented organizations such as BNI (Business Network International), the Vienna Tysons Chamber, Success In The City and EO Accelerator Program. From these surrounding companies, AV Architects & Builders can build their marketing and public relations strategy.

Sales Promotion – AV Architects & Builders have not had many promotional specials for their customers. Although it may be difficult to include promotional techniques in something as significant as realty and construction, it would be beneficial for AV Architects & Builders to include promotional perks to attract customers.

7.3 Marketing Mix

12

Product – AV Architects & Builders offers high-quality design and construction, focusing on how customers want to live and efficiently use the space provided. Price – This company works to provide these high-end designs at a low cost to benefit the customer. The cost is controlled by the company, analyzing the effort and materials that go into creating the final product. Place – AV Architects & Builders is located in McLean, Virginia and provides its service to the North Virginia suburban areas. Promotion – This business has worked to create networks with business-related organizations, but struggles to create a wider range of marketing strategies.

8. Conclusions & Recommendations

13

Based on the tools used and the information extracted from the interviews, it can be concluded that, although AV Architects & Builders is in a solid place regarding sales, they can improve the success of their business with the implementation of stronger marketing techniques.

I would recommend for the business to establish a social networking strategy that reaches a wider target market and, therefore, customers from different demographics. Now, they focus on middle-aged women in the suburban area. They have the potential to reach other markets and expand their network.

9. Bibliography

14

Primary Sources:

Francisca Alonso, Founder and Owner

Tony Alonso, Co-Founder and Owner

Secondary Sources:

http://www.avarchitectsbuild.com/index.html

10. Appendix

15

10.1 Interview with Francisca Alonso, Founder and Owner:

Has AV Architects worked with any other businesses or companies to promote

themselves?

We haven’t done this yet but are looking at the possibilities of hiring a

social media/ marketing expert to market ourselves more strategically.

Is the business restricted to one radius of distance?

Since we are a small business and we like to stay “hands-on” our projects

from the design phase thru the construction and the completion, we are limited to

the immediate northern Virginia area and some areas in Maryland that have high-

end neighborhoods.

Is it possible to expand the business to different cities and/or even states?

At this point we are limited to northern Virginia but we would like the

future option of designing nationwide.

10. 2 Interview with Tony Alonso, Co-Founder and Owner:

16

What types of networking has been successful for AV Architects?

We do lots of networking. We are members of BNI (Business Network

International), the Vienna Tysons Chamber, Success In The City and EO

Accelerator Program. We like to target groups with professional women and stay-

at-home moms equally since both are clients for us. Women are typically the

decisions makers in the home so we target groups that cater to them. We also look

for groups or organizations to get involved that service the community in a

charitable fashion. Women are very giving by nature so we can meet the right

prospects at these events.

Are there any types of networking that have been unsuccessful? 

We have tried male dominated networking events and they are not as

fruitful because men at these events are not typically thinking about their home

but more about their job. Typical mixers were there are new people every time are

not as effective since we need to build relationships before we can move to asking

for referrals. Our service is not a quick and cheap one but more of an investment

and people will trust you if they just meet you at a mixer for one time.

What is your biggest concern, if any, with the company at this time?

Our biggest concern is finding the right clients and branding ourselves correctly to

our target market. We are developing a plan for this task and it is our primary focus for

2012.

10.3 Interview with Molly Magee, Customer:

17

What type of service did AV Architects & Builders provide for you?

Not big construction work. They have come a couple of times to redesign our kitchen and

then another time to give suggestions about new windows for our house. They live down the

street so it was very easy to ask for their opinion on renovation and redesign ideas.

Were you satisfied with their service?

Yes. They are always willing to offer their service and it is always up to par. Both of the

Alonsos have tons of knowledge on the subject and they really know what the customer is

looking for in their home. They make sure they know exactly what the customer wants before

beginning the work on the house.

Have you ever had work done on your house by a different company?

We have had another company come in for some repairs on our windows and then we

have had Carter Fence come to build and repair our fences outside a couple of times. Both are

wonderful companies and we have been very pleased with their work each time.

Would you suggest that AV Architects & Builders team up with one of these companies?

I have never really thought of that, but that would certainly be a good idea! Both

businesses are in the same field, but emphasize different aspects of home design. They probably

would attract more customers because, together, they would satisfy a wider range of needs in

home design.

18