Kaplan University School of Business and Management GB530 Marketing Management Personal Marketing Plan Units 5 and 6

Vision – Darlene Maney’s Personal Marketing Plan A. Vision

a. Strategic Intent

 My ultimate career goal is to become a Human Resources Director/Manager.

b. Desired Company and Job

 Evergreen Packaging, Human Resources Director

Marketing Summary – Darlene Maney’s Personal Marketing Plan B. Marketing Summary

a. SWOT

Strengths:, tenacious, trustworthy, driven, loves a challenge, excellent people skills Weaknesses: tends to procrastinate with simple tasks, takes time to make a decision, sometimes impatient Opportunities: pursuing MBA to become more employable, networking to be “in the loop” when positions become available, career sites on the internet Threats: local college is awarding degrees in Human Resources, businesses “farming out” Human Resource responsibilities, internal promotions when job openings occur, not many Human Resource jobs available in area

Marketing Summary – Darlene Maney’s Personal Marketing Plan B. Marketing Summary (continued)

b. Competition

 Other professionals competing for the same jobs have more experience in certain fields (such as working with unions). Many of them are younger with degrees in Human Resources that are willing to take a lower salary to start. There are also those professionals who had the opportunity to use the popular HRIS software. They have professionally written resume’s. Finally, companies are hiring those professionals that live closer to their operations .

c. Core Competency

 I plan to grow in my management skills so that I can become a Human Resource strategic partner in the company that hires me. I believe that we should never stop learning and applying the knowledge gained whenever possible.

Target Markets – Darlene Maney’s Personal Marketing Plan C. Target Markets

   Industry injection molding manufacturing, general manufacturing, service industry Demographic large company Culture I prefer to work for a progressive corporate culture that values its employees as integral parts of the operation. 

Three example firms or organizations

1. Evergreen Packaging 2. Eton Corporation 3. Borg-Warner Corporation

3. Three reasons why your chosen segments are attractive target

markets. 1. They are integral parts of an international company 2. They value their employees 3. They have proven stability in the corporate world

Positioning Statement – Darlene Maney’s Personal Marketing Plan

•

D. Positioning Statement

To hire me would be to hire someone who genuinely enjoys doing the work of Human Resources and will take it upon herself to further her skill set.

• I am a dedicated employee who represents her employer in a professional manner. I work to position myself as a strategic partner to further the company’s success while encouraging employees to also understand their roles in that success. •

Two words or phrases that are related to the skills and/or knowledge you

would like to offer to the market: ability to change direction at a moment’s notice, ability to subjugate myself to the job.

•

Two words or phrases that identify personal traits you would bring to the

job market gregarious, energetic

Marketing Mix – Darlene Maney’s Personal Marketing Plan



E. Marketing Mix

Product

I have the ability to get along well with others. This is very important to the Human Resource function as many times it is the HR person who serves as a laison between management and employees.

 I have the ability to learn quickly. When there is something that I need to learn in order to perform my job well, I have the ability to research, learn, and apply the new skills in a timely manner.

 Government rules and regulations can change on a day’s notice and, as a dedicated Human Resources professional, I have the ability to adapt quickly.  My work availability is extremely flexible.

 I have never received less than an “Excellent” in any job evaluation given me.

 I take pride in doing my job well and being a contributing member of the management team.

Marketing Mix – Darlene Maney’s Personal Marketing Plan

Price

• In western North Carolina, the salary range for Human Resource Managers is $$47,801 to $112,377. (This information was gathered from payscale.comand salary.com.) • I am seeking the job that would pay the $50,000-$60,000 per year but am open to negotiation.

Marketing Mix – Darlene Maney’s Personal Marketing Plan

Place



Geographical

: Asheville-Waynesville, NC Area 

Distribution channels:

I will utilize online job search utilities , available job banks, and word of mouth from friends and acquaintances. 

Two direct channels:

working.

I will submit resume’s to available job openings as well as letters of application to companies with whom I am interested in 

Two indirect channels

: I will give resume’s to friends and family who currently work for the companies seeking Human Resource representatives.

Marketing Mix – Darlene Maney’s Personal Marketing Plan

• • • •

Promotion

I will send letters of application to employers with current available positions, as well as those with whom I am interested in working. I will also join online job boards. I have a friend that works for the NC Employment Security Commission. I will let her know that I am available and looking for work so that she can keep me in mind when a position comes into their branch office. I will also visit Job Fairs to meet employers who are looking for workers and distribute my resume.

Being a gregarious person, I have been able to get to know customers where I currently work. In talking to them, I will discuss my job goals and experiences, and then give them a business card in case they hear of a position for which I may qualify. This would be a good way to hear about local job openings before they become available to the general public. Joining the same local gym in order to meet business people in order to get the word out that I am looking for a Human Resource position would be a good way to spread the word, so to speak. Working people tend to work out of the evenings and if I join them, I may meet just the right person who could refer me to just the right job. I will pin my business card up on the information boards of local hangouts for business people. While they are looking for someone to fix their roofs, they will see my business card and it may trigger a response from them when they are looking for a Human Resource person.

Marketing Mix – Darlene Maney’s Personal Marketing Plan

• • • I will utilize my contacts on Facebook to advertise the fact that I am looking for a Human Resources position in the Haywood, Jackson, and Buncombe County areas. Due to the fact that I know a lot of people, who ALSO know a lot of people, I may be able to connect with the right person who can help me find the right job.

I will volunteer time at local events such as the river clean-up (held once a year), foot races, or blood drives so that I can meet business people and get to know them. When they see my resume’ in their mailbox, and the name rings a bell as someone they have worked with on volunteer activities, they may be more likely to give me an interview.

I will contact a recruiter for this area to let them know that I am available and looking for work so they will have another name to forward to employers who are seeking Human Resource personnel.

Implementation – Darlene Maney’s Personal Marketing Plan F. IMPLEMENTATION

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Next Steps in Next Quarter :

I will purchase business cards and begin to distribute. I will make contact with friends and family who may know of job openings where they work. I will also determine what volunteer opportunities are available to me and begin to make those contacts. •

Next Steps in Next 6 Months:

I will join a gym and get to know other people who work out. I will also make contact with friends who work with employment agencies and keep in touch with them at least once a week.

•

Next Steps in 1 Year:

I will complete my MBA with a concentration in Human Resource Management •

Next Steps in 5 Years:

Within five years I will be working at my new job and will be developing the skills that will make me a valuable employee who is considered to be an asset to the overall management team.

References

Fast Company. (2009). The brand called you. Retrieved Month Date , 2009, from http://www.fastcompany.com/magazine/10/brandyou.html Kotler, P., & Keller, K.L. (2009). Marketing management (13th ed.). Upper Saddle River, NJ: Pearson Prentice Hall. Payscale.com, Human Resource Manager Pay Scale, http://www.payscale.com

Salary.com, Human Resource Manager Pay Scale, http://hrsalarycenter.salary.com

North Carolina Occupational Employment and Wages, http://eslmi23.esc.state.nc.us/oeswage/