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Marketing 5 Pages

Marketing Plan Pt 1

Question

At the end of this course, you will have created a marketing plan for a hypothetical product-based company. Each assignment focuses on a different section of the overall marketing plan. For Assignment 1, you will compile information on the company’s background information, an environmental analysis, your company’s short and long-term goals, and a SWOT analysis.

For information on Website analytics, visit Google Analytics at http://www.google.com/analytics/why/.

Note: You may create and / or make all necessary assumptions needed for the completion of this assignment.

Write a paper in which you:

  1. Write an introduction to your company. Describe your company, its location, and the product it makes or the service it provides.
  2. Develop an environmental analysis that includes competitive, economic, political, legal, technological, and sociocultural forces.
  3. Determine the primary and secondary target markets for your company. Next, analyze the primary and secondary target markets that you identified for your company. Be sure to cover the 4Ps, 5Cs and STP.
  4. Decide the main goals that you would like to achieve within the next year (short term) and the mains goals that you would like to achieve within the next five (5) years (long term). Determine the most appropriate ways to measure both short- and long-term goals. Note: Consider the following metrics: tracking downloads of Website content, Website visitors, increases in market share, customer value, new product adoption rates, retention, rate of growth compared to competition and the market, margin, and customer engagement.
  5. Develop both a SWOT analysis and needs analysis for your product. Each analysis should examine four (4) strengths, weaknesses, opportunities, and threats for your company.
  6. Resources should be industry specific and relate to your chosen product / service.

Your assignment must follow these formatting requirements:

  • Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA format.
Solution

Title: Marketing Plan Pt 1
Length: 5 pages (1375 Words)
Style: APA

Preview

Marketing Plan

Introduction

            Cubic Software Inc. is a family-owned corporation that sells custom-made calendar programs. The company services over 400 businesses, which use the software in promotional services. Twenty employees of the company face scheduling challenges since the seasonal business is in high demand during October, November, and December. This means that the staff and the equipment are often idle. According to Nieto and Fernández (2005), seasonal companies face the major challenge of increasing its profits and making better use of its resources during off-seasons. The current evaluation investigates the internal strengths, and weaknesses of the company as well as the external opportunities and threats to form a strategic analysis and marketing plan.

Environmental Analysis

The company began as a commercial printing press, before evolving to market custom-made calendar software that customers praise for their high quality. The company traces its roots to Samuel McLore, who purchased the company and has turned it into a successful family business.

The marketing environment

  • Competitive industry

The advertising industry has grown competitive over the last few years on the local and regional front, but weak nationally. The sales figures are difficult to obtain since the company only conducts business on a national scale. The paper segment of the calendar industry is strong and has grown competitive over the past few years. In contrast, the software-based segment is weak since few companies are embracing the new technology (Nieto & Fernández, 2005). Paper calendars are dominating the market share by nearly ninety percent. The growth of software-based calendars is divided among firms, with Cubic Software Inc. holding thirty percent of the market. The company is gaining popularity, as competition enters the market.

  • Economic forces

Most of the companies are reducing their promotional budgets as they cut on expenses (Kohn & Husig, 2006). The reductions are causing the majority of the companies to revert to promotional and specialty advertising. The trend will continue as companies shift their focus to a value from promotional dollars. The software-based calendar is among the specialty advertising that creates value. 

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