BUSINESS PLAN

Centurion Steel & Iron Company

 

Table of contents

Business description…………………………………………………………………2

Company overview………………………………………………………………….2

Marketing…………………………………………………………………………….3

Offline and online platforms…………………………………………………………3

Key Performance Indicators (KPI)………………………………………………….4

KPI Method description and calculation formats…………………………………..5

Strategic Goals and objectives ……………………………………………………..6

Achieving strategic goals……………………………………………………………6

Sitemap (HTML and XMl)…………………………………………………………8

Meta and body tags…………………………………………………………………..10

Website goals………………………………………………………………………..12

Pay-Per-Click (PPC) plan………………………………………………………….14

 

 

 

 

 

 

 

Centurion Steel & Iron Company

Centurion Steel and Iron Company is located in Texas, U.S, The Company will mainly deal with steel and iron transportation across the Globe. The supply of the products will need aids from the selected dealers in the covered regions who have been in the business hence bringing in a significant experience advantage. These products will be supplied in different forms and designs which will be deemed fit and legal; it will be no limit to water, rail and road transport. The online platform of marketing and selling products of late has become something of a norm in big business Corporation and bearing in mind we have access to such resources then be sure that it will be our area to reap. Steel and iron business in booking and transferring the right of ownership to the client has some protocols which we ought to follow henceforth. To fulfill this, Centurion Steel & Iron Company will have one coordination station which together it will also host the warehouse of the products before it is finally supplied to the wholesalers and various store points. The Far East building and construction industry are growing hence the need of more products which Centurion Steel & Iron Company believes it is best to market region it will ever get. According to our statement of objectives, at the prologue, we acknowledge that iron and steel has to be our main key product to focus on. The online and offline platforms have been offering exemplary services in the recent past and even more better in the wake of possible transportation channels (Cook, Alston & Raia, 2012). The decision to go for the East market is propelled by the fact that political environment, as well as the economy environment, is faring well at the moment apart from few regions which will be sidelined. Japan on the other side has received unwavering and immense growth of building industry. The region has per now has considerable export competition from the neighboring regions and having diversified and well-tuned products, therefore, we don’t expect much competition (Cook, Alston & Raia, 2012). This is actually what makes the business idea viable, the trade restriction in Japan is not much twisted and favors the purposed plan and therefore, it will act as guideline and scrutiny to the idea of the development of export from the US to Japan.

Marketing And Selling Platforms

Centurion Steel & Iron Company chooses online marketing and selling since, transparency, simplicity and proficiency characters metal junction is well catered. Research show that with e-selling process, iron and steel consumers would be assured of reliability to the store delivery which it would reduce expense and risk they initially had. We have dedicated company and with a hit of the button, our client can be assured of swift arrangement to finalize and make business ease. Just like any other business involved in the metal industry, online selling will reduce the chances of involving in management drift where the set prices will automatically apply to all clients. Transparent and unbiased market trends would be a surety since we expect it to shape up the pricing of the products. Lohalive is one of the online platforms in India which it has been resilient in the market and we ought to utilize such spaces in improving the number sales and attain maximum profits (Chandler, 2013). Since our company will be dealing with pure iron and steel products and also the combination of iron steel products which will be ideal for the online platforms for the markets in Germany, Russia and the entire globe who fancy steel. Some of this products include metal iron steel, carbon iron steel, iron steel furniture, iron steel bands and many others, this is what it suits the online space (Chandler, 2013.

The offline marketing which we have been exploiting notably include the print media and radio. This type of marketing is bound to cover a wide coverage thus the surety of reaching the far potential clients possibility. A lot of people in the steel and iron industry still take traditional advertising seriously even compared to the ads done online. Centurion Steel & Iron Company plans to further this type practices and accrues more sales, this will another opportunity to push the brand name even further. A study shows that a sizeable number of people who do an online search of products are driven by the brand and company awareness along with the print advertisement. Consequently, the print media will set the company to the helm of business prosperity; gaining authority in the existing and proclaimed markets is attainable. A newspaper advertisement in the regions which are in tire need of metal products have been targeted using local newspaper and the results since then have been incredible (Dempster & Lee, 2015). Organizing of events to create awareness has long been proved to work in the very industry, this would a better place for reinforcement of the quality of products we have and the advantage of reasonable price prices compared to our competitors. Events which Centurion Steel & Iron Company has organized within the borders of US has been successful especially for the finished products, clients want products which they can blend the lighting and roofing atmosphere. Iron steel furniture’s and iron steel sheet are one of the notable products which have received many accolades.

When it comes to online platforms for marketing, overlaps of the methods from each other is one thing you will experience (Cook, Alston & Raia, 2012). This gives you insights of really how to pick the online marketing should be the methods are suitable for each and every product in the metal industry. The search engine optimization for instance which is normally referred as SEO is very much different with the email option. The search engine directly connected to sites of Centurion Steel & Iron Company will help internet user who is searching for products similar to what we offer. They help web pages rank higher in the search engine web, it is a path which works like sell engine   just with a hit of a keyboard. This will serve the global searchers as wide as it can reach and it will be an advantage to Centurion Steel & Iron Company. Investing heavenly on the common keywords in such of steel and iron products is underway to promote the search engine (Chandler, 2013. Another proposed method is the pay per click which is the fastest means in the online scenario to energize the targeted steel and iron traffic back to our web properties. We hope that it will bolster the products sell after a brief familiarization with new markets. The demand and supply of our products in the e-commerce have not been used well for a while and apparently the demand and supply curve needs a huge revamp in terms of supply. Emailing happens often in every company, profiling the listing of the daily listing and the periodical listing is a task which needs perfect scheduling. The names and addresses will be kept and noted as they continue to build up since the connection to the blogging and company website information relates and would be another way of building trust with clientele base. The best way to respond to emails is by the private approach, it is still one of the best and effective forms of online marketing in terms of driving sales (Dempster & Lee, 2015). With this Centurion Steel & Iron Company can be ale to craft hyper beleaguered messaging that has reflection clients who are in the buying cycle of iron and steel products. Blogging is gaining momentum on the internet surprisingly there are no much of the bloggers dedicated to the iron and steel industry. Nevertheless, blogging has elevated the marketing of products especially with keen interest on the product which reflects consumer needs (Chandler, 2013. Hiring bloggers to highlight our products is a strategy which Centurion Steel & Iron Company plans to make a shakeup of the sells when it will be launched.

Integration of all these marketing methods in the industry is something big and considerable in the industry. Centurion will combine both online and offline means to reach the vast and far reached markets, social media integration. Social media will be our biggest area which we think it is imperative for the business as we speak. Iron products in Germany and Russia are embracing the online buying of products and Centurion Steel & Iron Company will capture this moment to cease the business opportunities (Dempster & Lee, 2015). A business transaction is bound to boom if the market demands are in  the willing position unlike where you are going to look for them, therefore, online way of marketing will be one of the areas which we foresee elevating the sales and brand name. Offline marketing will be assimilated with the online so as to gain exclusive strength in products sale which turns out to be an engine of the financial base growth. The offline methods tend to shun way for more traffic in the online platform and times vice versa in co-related methods of engagement. Consequently, the means of conveying steel and iron products from one dock to the dock which reaches the warehouses are close to the whole sellers hence making it a worthy course.

Key Performance Indicators (KPI)

Most organization use indicators to ascertain the force it has in the market performance wise, our expectation is having typical and well-groomed KPI’S to cater for the demands of steel and iron. Managing sales have been challenging feature in the industry especially when direct communication and intervention of stake holders is needed urgently. Although with KPI there are inbound challenges which are not only faced in the iron and steel industry but cuts across all the markets industries (Marr, 2012). Sales forces incur hefty of hindrances getting well trained and knowledgeable personnel to put more expertise, we plan to counter such bearings through retrogressive technical know team compartment. Another thing with the staff is losing them forever to the rival corporation having well-structured tools and resources to resist any markets bends (Street, 2008). Centurion plans to avail a worksheet to help in adaptability and consistency in execution aimed at propelling sales. The KPI’S method will solve business problems in regards to the end process of customer satisfaction apart from straightening of financial, costs, and deployment of initiatives in a number of designs and structures of set processes (Marr, 2012). The sales management teams have been under pressure to come up with the plan to revamp the company revenue, in this situation we will be able to react to the crucial market dynamics. The business approach module will cater for the motivational areas too.                                                       A problem

• strategy & KPI set
• Process team
• Methodology
• Simulation & modelling
• Implementation & control

 

 

 

 

 

Strategic initiative                                                     continuous Transformation    

Program & BPM teams                                             Center of excellence

 Methodology & PMO                                              Multiple tools                                         

Redesign & New designs                                          Governance

Execute, Manage & control                                    Continuous improvement.          

The tactical key metrics to match the KPI is very much interrelated with the specifics customer needs and sale objectives derived for the corporation. In the top of the hierarchy is the success and the sustainability success measures which will level with the performance measures put in place, this will counter check the business success (Street, 2008). Consequently, they will be infiltrated to the vison, mission and the ultimate needs of the stakeholders. The epitome of success in the industry is guided by measures as such, the results will be the key evidence of triumph and the likelihood to sustain success in the short and long run plan. The scope of KPI is to attain favorable project measurements status, for instance, timeline schedule, resources, and quality delivery. The results of the first project should yield increased revenue, market value and regain customer loyalty in various targeted regions to revamp the existing customer base (Marr, 2012). The second in the ladder is the strategic measure that monitors not only part of the department which needs attention but the whole organization. It will consider Centurion Steel & Iron Company strategic objectives and goals in the next area of interest in the hierarchy. These will track the results implied by the steel business in accordance with the trend of current strategic direction. We believe earning of investment returns is possible at this stage and henceforth stretching the market share and consumer churn as well. The tactical process will be the third stage which emanates from the core and end-to- end user preference. It is in these processes that we expect to have the vital impact on the business ability in our quest of attaining reputable sustainability and success (Marr, 2012). Product development, new leads, on time delivery to customers and customer satisfaction are the results to expect. Lastly, is tracking the root cause affecting the premeditated recital results, driving the whole process towards improved process performance courtesy of the resources allocation.

Average Order Value

This the order value which is measured in form the varied currencies depending on which region we strike business, however, it should be known that this is not the same as the value of each order made by the client. AOV is to be assumed that the prices in the sale catalogue are of the same item in terms of price range to counter conflicts (Street, 2008). For instance, if the delivery of two iron bar set of items cost $450, 000 then it would not mean that half of the size sold will be automatic. Centurion Steel & Iron Company will develop KPI for the different amount of sales to ascertain the value of AOV we will divide revenues according to the number of orders. The pickup time for our products will be on monthly basis apart from the annual run time being a representative and look in records showing order figure.

Total Revenue / Number of Orders = Average order value

It can be the unnerving task to calculate turnover and cost in a big corporation like ours since we do need to use the profits but not revenue which is wider and problematic to cover. Centurion plans to make profit margins shift swiftly as the firm grows a better process, switching other suppliers apart from the newfangled sale campaign (Marr, 2012). There are accounting and financial guidelines and regulatory bodies prohibit certain methods and starting using profitability would not be wise hence the option of revenues and not profits.

Customer Lifetime Value

Also known as the life time customer value is the revenue from the average client in a given period of the lifetime. There have those companies who do the whole selling of our byproducts and calculation using KPI, this is what is to tell the revenue we have been earning from the specific customer over a number of years the customer has been loyal to Centurion (Street, 2008). On look at each one of the customer contribution rewarding and appreciation, implementation can be achieved and even further look upon on how to improve sales steel and iron (Marr, 2012).

Average Order * Number of Orders per Year * Number of Years for Customer = Customer Lifetime Value (CLV)

The customer centric marketing hugely endeavors the client in person all together with the needs and behavior’s. And with continuing teamwork the products of steel and iron can be championed together, for the generation of updates to the customer and widening of the market stretch. Upon the software or the programs being deemed absolute the client will be forced to update to the latest products assembled in that company and in the process more traffic and money will be earned.

Contribution Margin

We can use the contribution margin value in investing in the marketing order so as to earn more sales equating to profits. This a perfect plan for Centurion Steel & Iron Company marketing department to forecast how much it is expected to be reaped from the produce in revenues catered in the marketing investment. 25% will be the Contribution margin for Centurion and with acquisition of CLV then we can focus on the leads and convert them into solid sales (Marr, 2012).

 

Cost-Per-Action (CPA)

The subsequent phase is to gauge the CPA using the CM which is 25 for our case, generally it all about the cost of acquisition of customer.

CLV * CM = cost Per Action

The goal of our company is to get more tariffs in our sites which survey show that in each 20 visits half of them are the future customers which needs follow up and more convincing.

Close Rate

This is number of that lead which has eventually turned out to be customers, for every conversation tricked there will be close rate automated by the leads.

Customer / Leads * 100 = % Close Rate

   KPI worksheet

KPI	EXPLANATION	WORKSHEET
Customer Lifetime Value (CLV)	The number of revenue value of the customer.	AOV  * Number of orders done by customer averaged annually * Number of years for an average Customer = CLV
Cost-Per-Action (CPA)	The quantity we are willing to pay so as to get customers.	CLV * 25% CM = CPA
Close Rate(CR)	How many leads can possibly turn into customers?	Customers / leads * 100 = % Close Rate
Cost-Per-Lead (CPl)	How many leads we must buy to get one customer.	CPA * % Close Rate = CPL

 

STRATEGIC GOALS OF CENTURION

Manufacturing and particularly the steel and iron products are faced with threat of degrading the environment in the recent past and therefor Centurion Steel & Iron Company has aligned their goals to take care of the very vivacious environment.

• To set standards for the industry we serve and be the leading corporation in the global map.
• To continue setting up benchmarks this strives for excellence in all what we do.
• Provide the upper most and reliable customer engagement service in the industry
• To provide highest standards profound drawn mechanisms and assemblies to our esteemed clients.
• Maintain the highest and reputable integrity in all our relationship established whilst in the business of Steel and Iron.
• Embrace the trend of the industry especially in ceasing the market and revenue opportunities.

 

To achieve goals is not easy if they are not followed well in accordance to the goals desire which it is believed to be the corporation needs. Centurion believes that the market in the far in addition to the online platform which is our core means in delivery and making revenues realizable. The procedure and guidelines we have laid down has been the best in ensuring clients comfort and trust is still on fleek. We value our customers since we see them as the future holders of our company, benchmarks have been strategized to continue reaping and earning more revenues. The market trends for the last one year has been fairly in terms of performance, the online together with the offline methods of marketing was forecasted to achieve over two million which we managed to achieve three quarter of that target. Going forward in the next coming financial years, Centurion outline of benchmarks is going to fetch more considering more resources has been injected. With a whooping budget of over five million has been flagged with a huge junk catering for the international trade. We have identified Japan and India to be offering more grounds for our products hence the bend of the usual capital allocation which this time round the management is optimistic.

 

 

 

       Reference  

Cook, T. A., Alston, R., & Raia, K. (2012). Mastering import & export management. New York: American Management Association

Top of Form

Chandler, S. (2013). The nonfiction book marketing plan: Online and offline promotion strategies to build your audience and sell more books.

 

Bottom of Form

Top of Form

Dempster, C., & Lee, J. (2015). The rise of the platform marketer: Performance marketing with Google, plus the latest high-growth digital advertising platforms.

 

Top of Form

Marr, B. (2012). Key performance indicators: The 75 measures every manager needs to know. Harlow, England: Pearson Education.

 

Top of Form

Street, J. T. (2008). The secrets to succeeding in network marketing offline and online: How to achieve financial success selling network marketing products & services. Ocala, Fla: Atlantic Pub. Group.

Bottom of Form

Bottom of Form

Bottom of Form