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Marketing Flyer Plan

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2 Marketing Flyer Plan

Northcentral University
June 23, 2013

The present owners of XYZ Construction Inc. have decided it is time to transform the business from one of private ownership to public ownership and plans are being made for the Initial Public Offering to take place in twelve months. The owners would like a plan created for the design of a marketing flyer so that they can make a decision on expansions to their operations nationally and internationally. A marketing plan can be simple, it just has to be consistent (Schulaka, 2011).
History of XYZ Construction, Inc.
XYZ Construction, Inc. is a privately owned company that began as a family business in the 1950s. The company headquarters is located in Denver, Colorado, and has sixteen field offices in eleven states. The present owners have decided that it is time to transform the business from one of private ownership to public ownership and want to have this transformation in one year.
Current Missions and Future Goals
XYZ Construction, Inc. currently handles state and federal government contracts. Future goals include maintaining their priority vendor status with government contracting as well as expanding into residential and private construction areas. This expansion is to include nationally and internationally available contract offers.
Core Competencies and Staffing
XYZ Construction, Inc. performs horizontal construction work that includes roads, airfields, and bridges. The workforce includes heavy and light equipment operators, civil engineers, and project managers along with an administrative staff in the headquarters facility with support staff in each of the sixteen field offices. The staff includes 2,300 year-round employees, and an additional 2,200 employees during peak construction periods.
Marketing Strategies
The primary strategy needs to evolve from the new direction that the owners want to move forward in. As a secured vendor of choice for government...

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