Marketing Plan

MARKETING PLAN

Table of cover content
 Introduction
 Background of business
 Overview of macro environment
 Marketing objective of business
 Segmentation, targeting and positioning
 Marketing Strategies
 Ansoff Matrix
 Marketing Mix
 Promotional budget
 Conclusion
 References

INTRODUCTION
Marketing is a huge concept associated with activities of buying and
selling of products and services in a business, which further include
advertising, selling and delivering of products to end users (Arasti,
Falavarjani and Imanipour, 2012).
 In this report, efficiency and significance of marketing plan at
Softtech company will be evaluated which will help in pulling
together all it campaigns that may arise over a specific time with
additional information and instructions to measure or monitor

Background of business
 A marketing plan is an operational document of Softtech
Company that outreach and advertise to generate leads and reach
its target market.
Marketing plan provides them marketing research to support pricing
decisions and new market entries as well as tailor and communicate
message to various demographics and geographic areas (Smith, 2012).

Overview of macro environment
Strengths Weaknesses:
Softtech have well qualified and skilled work force
that help in deliver satisfactory services and
software solutions as well as developing market
share. The company is high in social services and
employee well-being which strengthen its
employee relationship.
Research and development capabilities at Softtech
are poor in performance and unable to explore too
much new trends and techniques (Westwood,
2013).
Opportunities: Threats:
Softtech technologies can develop their existing
market by capturing more customers. Although the
company can also invest more in its research and
development department to increase its efficiency.
Softtech technologies have many competitors as
well as threat of other substitutes products and
services.

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The external environment includes all
uncontrollable factors that impacts
over operations and functions of
business (Dey and et. al., 2012). These
are:
 Political:
 Economic:
 Social:
