Prelim Strategic Marketing Plan

Name of client and products/services provided:

My client's name is Paldo World, located in Lakewood, WA. It is a niche grocery, selling veggies, fruits, and other food for Asian cooking. The building is also rented out to other restaurants and businesses that are relevant to the community, like restaurants, clothing, beauty, videos and cell phones.

Social Media

Paldo World does not even have a website. This is the perfect place to start, and when they've done this I think Mobile Apps are the next logical step. There are a lot of families being born into a mobile-fluent culture.

5 T's

Talkers: Moms (Older generation), new Moms (Younger generation), Koreans living in Tacoma, WA (General).

Topics: Many foods imported from Korea or made by Koreans (quality), great deals when compared to other niche groceries (price), The atmosphere is very clean and open like a lot of supermarkets in Korea.

Tools: Paldo World website, Coupons (online and offline), and Blog featured on website (with mailing list)

Taking Part: Reply to comments/posts on company website, Have employees talk with customers in the store, a handout to customers to leave feedback on the company website (or on receipt, with a premium coupon if the feedback is done.)

Tracking: Using receipts (you know how many were printed and done on website), Do an online search for communities talking about Paldo World.

Mobile Marketing

Mobile Marketing is what could put this niche Korean market over all the others (more than it already is). A huge portion of Koreans born past the 70's are fluent with their mobile devices, and having a mobile app for these people would be perfect.

Alliance

An Alliance with a cause marketing organization like yKAN would be very beneficial. The Korean community would feel more connected. Also Paldo World would not have to rely solely on low prices to drive in customers, because there are many people out there willing to pay more into a company that is involved in cause marketing (they would choose Paldo over another niche grocery's low prices).

Ethical Standards

-Disclosure on website/blog on website.

-Make sure that there are multiple ways for customer to contact Paldo. Don't make it difficult for the customers to resolve problems.

-When problems arise with a customer, don't talk as someone who knows everything, but as someone who knows a lot in the area that the customer is having problems with.