Marketing Principles

Running head: MARKETING PRINCIPLES
MARKETING PRINCIPLES
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MARKETING PRINCIPLES
Executive summary
The star software incorporated is a family owned small corporation. The company is
associated with selling custom-made calendar programs and other similar items to other
business firms and organizations, which uses the software for promoting their business
products and services. The company faces seasonal demands for the service offered, mainly
during the months of October, November and December. In other months, the business
activities are lower and remain idle most of the time. The challenge faced by the company is
raising its profit and business activities during its lean season, when the business remains
idle. Therefore, the company plans to make better use of the company’s resources during the
off-season and increase its sales and revenue. The marketing plan describes and applies the
market positioning, the market segmentation of the product and services offered, the
marketing mix strategies including the price, place, promotion and distribution strategy of the
company.

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MARKETING PRINCIPLES
Environmental Analysis
Star Software Inc. was founded as a commercial printing company, which has evolved
itself to be a marketer of high quality and custom-made calendars along with other specialty
items of the business (Westwood 2013). The company since its establishment in the year
1960, with its full time commitment has turned itself to be a successful business operation.
 Competitive forces: The competition faced by the company is very strong. Strong
competition prevails in paper segment industry and it comparatively weak in software
based segment.
 Economic forces: A large portion of the company’s budget is spending on sales
promotion. Specialty advertising is done on software-based calendar.
 Political forces: the political influences are low.
 Legal forces: there is some legislation, which may introduce to curb mail advertising.
 Technological forces: the technological developments include personal information
managers, PIMs and others.
 Sociological forces: The software based calendar fits in the social trend of paperless
society.
SWOT analysis
Strengths
Star Software products have a differentiated strategy; it has high commitment towards
providing high quality customized product and services. It provides fast response to the needs
of the clients. The company is highly focused on providing quick response to the needs and
requirements of the clients (Chernev 2015). It has a common vision for the development and
process of production. The company has a long-term relationship with the supplier.

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MARKETING PRINCIPLES
Weakness
There is high level of centralized management hierarchy and it lacks managerial backup. It
single sourcing makes it vulnerable to the dissolution of current supplier. Moreover, the
product demand is highly seasonal in nature, which creates bottlenecks in cash flow and
productivity. There are excessive stress on the personnel and provides strains on the facilities.
The client base lacks diversification (Stevens, Loudon and Nykiel 2013). It depends on
current reorder rates, invite competition. The developments have a possibility to make
software calendar obsolete.
Opportunity:
The use of personal computer has become a commonplace and the managers of personal
information have gained popularity. The computer-based calendars are distributed globally
and nationally. There is opportunity to establish new client relationship in global market.
Threats:
There is possible entry of new competitors in the market; there is possibility of theft of trade
secrets and software privacy, which becomes difficult to control.
Marketing objectives
The marketing objective of star software inc. is to help other business organization
market their products or services. The mission statement of the company is formulating a
marketing oriented and customer focused business. The company needs to establish certain
objectives in order to achieve the cumulative growth of around 50% over the next few years.
As per the planning, the company will be achieving 50% growth while acquiring new clients
and customers, and from the no seasonal products being delivered in the off-season period of
the calendar cycle (Stevens, Loudon and Nykiel 2013). In order to accomplish the goals and
objective of the star software inc. it needs to develop a benchmark for measuring its progress