1. Willette Marchany’s Personal Marketing Plan
Kaplan University School of Business and Management
GB530 Marketing Management

2. A.Vision a. Strategic Intent b. Desired Company and Job
Willette Marchany’s Personal Marketing Plan
a. Strategic Intent
I wish to be a problem solver and a solution giver for businesses. As a business consultant I can assist in the decision making processes and help increase productivity and profitability.
b. Desired Company and Job
Project Manager for StartNet Business Consultants

3. B. Marketing Summary a. SWOT Analysis
Willette Marchany’s Personal Marketing Plan
a. SWOT Analysis
Strengths
Constantly juggle a large number of projects.
Original inventive thinker.
Draw people together.
Weaknesses
Get so involved may ignore my own and others needs.
Exhibit impatience with disorganized individuals.
Vocally judgmental and critical.
Opportunities
Small business in search of expanding
Companies looking to improve customer service satisfaction
Small business struggling to become sustainable.
Threats
Economic downturn
Competitor’s firm advances
Small businesses hiring internal advisors rather than business consultants and reluctance to let outsiders assess their businesses.

4. B. Marketing Summary (cont.)
Willette Marchany’s Personal Marketing Plan
b. Competition
Managers and business management professors also freelance as business consultants and project managers and their price is usually higher. They are not full-timers and may not be available for constant consulting. However they have vast expertise in the industry and/or strong academic backgrounds. Their customer circle is usually narrow. Sometimes accountants compete for business consultant positions but their background is limited to treat the financials aspects of the business and may not apply a holistic approach to problem solving.
c. Core Competency
Effective communication – ability to deliver messages clearly, apply dialectical methods, collaborative brainstorming and constructive discussion skills.

5. C. Target Markets Willette Marchany’s Personal Marketing Plan Industry
Wholesale Trade
Furniture Merchant Wholesalers
Miscellaneous Nondurable Goods Merchant Wholesalers 
Demographic
Small companies owned by minorities and underrepresented groups in Puerto Rico
Culture
Progressive, open-minded and adaptable
Task-focused environment
Freedom of action and constant organizational improvement
Three example firms or organizations
Grupo K-Fé, Inc.
K-SES, Inc.
Furniture Warehouse
Three reasons why your chosen segments are attractive target markets.
Require extensive logistics analysis
Small companies in development; possibilities of exponential growth
Ideal for practicing and developing integral business strategies

6. D. Positioning Statement
Willette Marchany’s Personal Marketing Plan
D. Positioning Statement
Enhance your performance; achieve your goals.
To business consultant firms and small business who seek avid problem solvers, here is the original inventive Project Manager that will find creative ways of improving businesses performance and productivity with an extensive cultural diversity, decision taking and communications experience.
Two words or phrases that are related to the skills and/or knowledge you would like to offer to the market
Full customization and customer service quality assessment
Ability to solve problems with focus on creating results
Two words or phrases that identify personal traits you understanding of performance measurements would bring to the job market
Creativity
Resourceful

7. E. Marketing Mix Product
Willette Marchany’s Personal Marketing Plan
Product
Relevant experience managing a wide variety of projects to enhance performance and help achieve strategic goals.
Master’s degree qualification in Business Administration with knowledge in current business trends.
Performance Measurements and Assessment Training.
Experience with change implementation in the Wholesalers Trade industry.
Invited speaker for the Business and Entrepreneurship conference during the Leadership Summit of the National Society of Collegiate Scholars.
Successful launching of sustainable business ventures.

8. E. Marketing Mix (cont.) Price
Willette Marchany’s Personal Marketing Plan
Price
$60,000 per year is the current salary in the US for general Project Managers. (PayScale.com)

9. E. Marketing Mix (cont.) Place
Willette Marchany’s Personal Marketing Plan
Place
Preference for San Juan, Puerto Rico and Orlando, Florida
Distribution channels
Direct channels
Telephone
Indirect channels
Target Marketing Hiring Firm
Kelly Services

10. E. Marketing Mix (cont.) Promotion
Willette Marchany’s Personal Marketing Plan
Promotion
Events
Participate as conference speaker or assistant project manager to sample my work, demonstrate knowledge and gain recognition.
Business cards
Containing my self-designed personal logo, contact information and my mission statement “Enhancing performance; achieving goals” will create awareness and be useful for introduction to the industry.
LinkedIn
Social network for professionals will be a great tool to get in touch with relevant contacts and initiate job search.
Newspaper ads
Creative colorful ads with business performance solutions metaphors that will be located in the business section of El Nuevo Día (most read newspaper in Puerto Rico) will amplify my reach and establish differentiation from competitors.
Website
This will give the opportunity to explore features, offerings and propositions in depth. Containing in detail relevant information, allowing direct contact and inquiries about benefits, focus and specialties.
Blogs
Blog as an expert in my field and propitiate interactions by giving simple advice and creating reliability, knowledge, trustworthiness and mainly initiating word-of-mouth .

11. F. Implementation Next Quarter In 6 Months In 1 Year In 5 Years
Willette Marchany’s Personal Marketing Plan
Next Quarter
Offer voluntary services as speaker for relevant topics.
Get publisher’s quote and printing business cards.
Continue networking activities
In 6 Months
Complete webpage and purchase domain
Publish at least 3 performance assessment blogs
In 1 Year
Complete MBA
In 5 Years 
Be a successful Project Manager earning a competitive salary.
Move on to a senior position or target a larger market within the continental US.

12. References Willette Marchany’s Personal Marketing Plan
Belew, S. (2010). 10 Growing niche markets for consultants. About.com. Retrieved February 16, 2010, from
Carini, M. (2010). How problem-solvers get promotions. Helium. Retrieved February 23, 2010, from
Fast Company. (2009). The brand called you. Retrieved February 17 , 2009, from
Kotler, P., & Keller, K.L. (2009). Marketing management (13th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
Salary survey for all team Leaders, project leaders, project managers, implementation managers: United States. (2010). Pay Scale. Retrieved February 19, 2010, from
White, L. (2010, January 29). Finding Business Intelligence Solutions For Your Company. ArticleFriendly. Retrieved February 20, 2010, from