Marketing Plan For:

Ajloun Natural Park

Jordan, Ajloun
Hadeel Issa AL Rabadi

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The Table of Content:

Page title Page Number
1. Executive summary .
3
2. 1 Business Mission...
4
2.2 Business Vision....
...................................................4
3. Business environment/Industry...
4
3.1 Industry outlook and growth potential..
.4
3.2 National/International and economic trends...
..4
3.3 Legal and regulatory environment...
..5
4. The Business..
.5
4.1 Description Of the business.....
...5
4.2 Description of products and services.....
...6
4.3 Target Market and geographic focus....
.6
4.4 Competition analysis...
..7
4.5 Supply, value chain/ product delivery process..
..7
4.6 Competitive advantage of the business....
.8
5. Marketing strategy/Marketing plan...
8
5.1 Situation Analysis: SWOT.
....8
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5.2 Marketing plan...

...9
6. Organizational structure..
..11
6.1 Directors, Mangers and Background of key management.
.11
6.2 Recruitment plan / requirement..
..11
6.3 Supporting professional..
.....12
7. Development and Operational Plans..
12
8. Implementation...
12
9. Social responsibility and ethics..
..13
10. Financial analysis.
.13

1. Executive summary
Each person carries his or her own image of what the word park
means based on personal Experience. The word park eludes precise
definition because it has so many uses. Parks come in all shapes and
sizes and have a variety of names. What is known as a park in one
location may be known as a recreation area in another. Other names
include the more formal designations of parkways, greenways,
monuments, and historic sites.

Ajloun Natural Park Center is located in Jordan, Ajloun that allows the
mothers with their children, families, and girls needs for satisfaction.
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Ajloun Natural Park is different than other Centers and can effectively
compete with many types of services of competitors because it offers
a unique combination of benefits at a competitive value-added price
where it serves women, children, families and girls.

Business Vision / Mission Statement .2

The Mission 2.1
Ajloun Natural Park will promote the health and well-being to providing
high-quality in park, facilities and programs.
2.2 The Vision
To provide the unique and special, services in well-being is founded on
unparalleled parks, facilities and programs in Ajloun. Also, we seek to
expand to touch the lives of as many people as possible.
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3. The business Environment/Industry

3.1 Industry outlook and growth potential
Parks publics are increasing in the past years in Ajloun, from all kinds
and types, and they serve the customers, with different types of
products and services. But this sector in Ajloun has potential
problems, including the quality of services they present, the prices
they request.
The increasing number of population and the level of competition in
this field give this industry a chance to develop many Tourism projects
are giving good services, but not characterized with the quality which
customer looking for.
3.2 National / International and economic trends
This sector has a great impact on the development of the Jordanian
economy in the recent years, and parks public are one type of such
industry that can be very influence the Jordanian economy. This sector
can fulfill the needs of local people and tourists in all types of this
industry. So we believe that investment in such business is very
excellent if it runs through modern management ways.
So the idea of this project will be very good in Ajloun since try to
target many segments to serve it according to the change in the
customers trends and population shift in area that will effect on the
business.
3.3 Legal and regulatory environment
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Jordan through its legal regulations encourages investment in all type

of industry. Parks publics are supervised by Jordanian governmental
institutions; in addition laws and regulations in this industry are
regulated so it can help and keep the human health in safe without
getting any dangerous.
4. The Business
4.1 Description of the Business
Ajloun Natural Park a start-up with a partnership among owners.
Ajloun Natural Park will operate after three months in downtown in
Ajloun where this location will allow it to attract a lot of customers. So,
this location is perfect and attractive to bring customers to the parks,
and serve a Residential area around it which contains many families,
married people and single girls. The idea of this business is to give a
high quality of all types of services.
Keys to success include:
Professionalism.
Convenience.
Customer attention.

4.2 Description of products and services:

Ajloun Natural Park is providing many services and products include:
1. Playground for children.
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2.
3.
4.
5.

Restaurants.
Community Garden.
Aquatic Facility (Outdoor).
Recreation Center.

* This business can be extending in the future by Hall for weddings

and conferences and meetings.
Ajloun Natural Park is providing a wide range of services options. And
it seeks to provide the following benefits that are important to its
customers:
Convenience: Ajloun Natural Park can serve the entire family with no
appointment necessary. Additionally, its storefront is in a centrally
located area.
Customer Service: Serving the customer with superior attention is
what the employees are trained to provide.

Competitive Pricing: Ajloun Natural Park offers pricing that is a bit

more than a traditional park, but far less than a another tourism park.

4.3 Target Market and geographic focus:

Ajloun Natural Park strategy based on product differentiation, so it has
three targets. The first target is mothers with their children who are
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difficult to them to go to Restaurants the where these mothers need

an area to their children when they come and feeling convenience
because there are no restaurant provide this service to their
customers in Ajloun . The second target is families who need a high
quality at a compatible price that reflect the value to them. This target
can describe by middle- to upper- income. The third target is girls.

:Competition Analysis 4.4

There are two Parks public in Ajloun so the direct competitors of this
Business are (Achtvina tourist resort, Ajloun National Park).
Achtvina tourist resort:
This competitor has the comfort and air and part of the charm of
nature ... meetings ... and calm atmosphere is great but the prices are
high and its location is not suitable for attracting customers because
of the distance. Also, employees do not have enough experience to
offer high quality. This competitor serving nearly 10,000 clients from
many areas in Ajloun.

Ajloun National Park:

This competitor has the comfort and air and part of the charm of
nature ... meetings ... and calm atmosphere but no have any services
and only for families. This competitor serving nearly 30,000 clients
from many areas in Ajloun.
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:Supply, value chain/product delivery process 4.5

The services will deliver with including the customer in the process
where Ajloun Natural Park emphasizes a customer-centric service
where the customer's needs are always the priority.
Salespersons of suppliers put the products in Ajloun Natural Park to
sell it within three months with a profit percentage to Ajloun Natural
Park and if these products have not sold, these products are returned
back to salespersons. This process happens through a contract
without purchasing the products to reduce cost.
:Competitive advantage of the business concept 4.6
1. Playing area for the kids.
2. Customers will be served by excellent employees with excellent
hospitality and communication skills in a convenience atmosphere
where there is an attractive decoration and music.
3. Monthly subscriptions with special price.
4. Discount and offers for VIP customers and Wi-Fi.
5. Marketing Strategy / Marketing Plan
Situation Analysis 5.1
Ajloun Natural Park is in its first year of business as a start-up
business. It recognizes the fact that a comprehensive, strategic
marketing plan is required to ensure profitability and success. It offers
a wide range of services. The market need is for a one-stop,
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convenient, park that is skilled and reasonably priced, serving the

entire family.
- SWOT Analysis:
The following SWOT analysis captures the key strengths and
weaknesses within the company, and describes the opportunities
and threats facing Ajloun Natural Park.
Strengths:
Well-trained employees with good quality, and customer-focused
business practices.
Competitive value-added prices.
A wide range of services offered.
Weaknesses:
As a new entrant to the market, Ajloun Natural Park lacks brand
equity that many of its competitors have earned over years of
service.
The struggle to appear continually on the edge in terms of safe
and quality.
Large costs associated with a start-up company.
Opportunities:
The ability to decrease marginal fixed costs as the customer base
grows.
Increasing sales opportunities as more people from an individual
family frequents Cranium.
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Threats:
Competition from already established chains.
A change in air condition effect on attract customer.

5.2

Marketing Plan:

Objectives:
Since the market size is approximately 60000 customers, Ajloun
Natural Park aiming to capture 30% of market share (18000
customers) in the next years. But in the first year it intend to achieve
15% of market share where Break-even point at 9000 customers.
:Price strategy
Ajloun Natural Park prices will be according to the prices of direct
competitors.
Positioning:
Since we using the product differentiation, we will position Ajloun
Natural Park the most convenient, value-added, optimal and
professional public park.
:Marketing communication strategy
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Ajloun Natural Park will integrate all messages in all media to reinforce
the brand name and the main points of products differentiation. Also, it
will choose media and timing to reach prospects, maintain brand
awareness and communicate various differentiation messages.

Marketing mix:
Ajloun Natural Park will be opened in August (after three months). The
following action programs will be used during the first three months
where we spend 4800 JD annually on promotion and advertising
:campaigns to achieve our objectives
August: we will launch a 200 JD promotion campaign. Also, we will
create buzz by providing offers to selected opinion leaders, especially
in Eid Al Feter. Our trained staff will explain the benefits and features
of services in Ajloun Natural Park .
September: we will start an integrated internet (Facebook page)
/weekly newspaper / brochures campaign targeting customers. The
campaign will emphasize on the benefits captured when go to Ajloun
Natural Park.
October: as the advertising campaign continuous, we will add
contests and post videos on our Facebook page that shows the
services and offers we provide, especially in Eid Al Adha.
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:Organizational Structure .6
Directors and managers, and Background of Key 6.1
Management Personal
Position

Job description

Manager

Supervising the project

(owner)

plan and execution of the

Background
Project financing

project
Receptionist

Welcoming visitors,

Accounting and

handling reservations

Human relations

and accounting
Employees

Multiple jobs and works

Different
backgrounds

6.2 Recruitment Plan / Requirements

This will be done by recruiting the applicants through the internet then
making interviews with the applicants for the job and choosing the
perfect applicants where we seek to bring professional employees who
have experiences.
Job

Number of employees
needed

Security

Officer
Cleaners

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Kids
area

13

supervisor
Receptionist

:Supporting professionals 6.3

Ajloun Natural Park have a contract agreement with insurance agent
to ensure the Centre safety from any dangerous or fire that my
happen.
7. Development and Operational Plans:
Ajloun Natural Park located in downtown so this requires licenses and
wages for rent to operate the business. The equipments and tools
such as, Electronic Equipment, Furniture (chairs, mirrors, desks, LCD
TV, Computer), products and machine and other supplies will be
purchased from suppliers.
After the professional employees recruited and employed by the
manager, they will receive training in work environment and how to
communicate with customers and satisfy them, to be ready to begin
the business.
:Implementation of the project .8

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Estimated
Completion Time

Executive Milestones

9.

frame
1 week

Project planning

1 month

Project from legal and

governmental approval

2 weeks

Infrastructure services

1 month

Designing and decorating

1 week

Buying equipments and tools

1 week

Recruiting

Social Responsibility and ethical standards:

The employees should have high standards of ethics, and dealing with
others in a good manner since the park has a direct communication
with customers.

10. Financial Analysis:

The capital will be provided by the owners, and the project will cost
50000 JD, as shown in the following table:
Total

Pric

Quanti

The equipment
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price

ty

3000

300

10

Restaurants

2000

400

Service machines

3000

Furniture (chairs ,mirrors ,desks

,LCD TV, Computer)

8000

Total

Expenses for the first year:

Annually

Item

27600

Salaries (the monthly

salary of each
employee:230) f

5400

Rent

1800

Advertising v

2000

Insurance f

1500

Utilities

1500

Maintenance

700

License

1500

Decoration

42000

v
f

f
v

Total

The income of this project will be gained mainly from the

following:
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Rent the Restaurants

Service machines
services park facilities

:Income Expected

Income

Item

600 per day

Renting and serving

customer*

216000

Yearly income**

181440

Income after tax

(16%)***

** Income per day * 360 day

600 * 360= 216000

*** Yearly Income * %16 = 216000 * %16= 181440

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* Renting are forecasted to account for 15% of sales.

** Yearly income takes into consideration the seasonal months where
the prices increased in (summer, Christmas, Eid and holidays) in
August, September, October, December and January also when the
prices decreased in Ramadan and winter.
Net income for the first year:

Annual Income

181440

Annual Expenses

42000

Net profit

139440

Forecasting for the next 5 years:

Income

Growth

139440

Year
1

142229

2%

149340

5%

159794

7%

178970

12%

The Break Even Point for 5 years:

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The break-even analysis indicates that serving 9000 customers will be

required to reach the break-even point after six months from
operating the business.

Break-Even-Point =

Fixed Costs

45200

= 161Q
Net Sales

Variable Costs

320
Break-even point(JD) = 161*600 = 96600 JD

Pay back period = 3.8 months

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600 -