Express Tax Services Marketing Plan
Group E

Executive Summary 4
2.0 Situation Analysis 4
2.1 Market Summary 5
2.1.1 Market Demographics 5
2.1.2 Market Needs 6
2.1.3 Market Trends 7
2.2 SWOT Analysis 8
2.3 Competition 9
2.4 Product Offering 10
2.5 Keys to Success 11
2.6 Critical Issues 11
3.0 Market Strategy 11
3.1 Mission 11
3.2 Marketing Objectives 12
3.3 Financial Objectives 13
3.4 Target Markets 13
3.5 Positioning 14
3.6 Strategies 14
3.7 Marketing Mix 14
3.8 Marketing Research 17

4.0 Financials 17
4.1 Break-Even Analysis 17
4.2 Sales
Express Tax Services will also offer “drop off” and “pick-up services”. Customers can drop their tax information by one of the offices and have a tax professional prepare and return later for the final stages of the tax preparation process. Express Tax Services will also offer “pick-up” services to organizations to allow their employees to have their information picked up from a designated location.

The customer call center will allow customers to call a centrally located number to inquire about generic tax information and ask questions about returns already prepared through an Express Tax Service outlet or on-line process.

By providing these types of services, Express Tax Service is continuing to provide exemplary customer service and convenience to the customer, therefore succeeding in growing the customer market.
Target Market Forecast 2008 2009 2010 2011
Potential Customers Growth CAGR
Individual Customers 8% 10,000 10,800 11,664 12,597 8.00%
Small Business Customers 5% 6,000 6,300 6,615 6,946 5.00%
Total 13 % 16,000 17,100 18,279 19,543 13.0

2.2 SWOT Analysis

This SWOT analysis will address the identified strengths and weaknesses within Express Tax Services and the opportunities and threats that may exist in this environment. This analysis will highlight the strong