Marketing Strategy and Plan

This document discusses the importance of generating a business idea and the motivation behind becoming an entrepreneur. It explores the business idea of opening a cyber and computer enterprise that offers stationery, printing, and internet services. The document also discusses the marketing strategies and the target market for this business.

Running head: Marketing Strategy and Plan 1
Marketing Strategy and Plan
Student’s Name
University
Course
Date

Marketing Strategy and Plan 2
My Business idea – Self Discovery
To generate business idea in the current world is very important since it will benefit you
as an individual and the rest of the community. They is many business ideas which one can
exploit in fill the market gaps available in the marketplace. Therefore, the process of utilizing
these market gaps is a process of being an entrepreneur. An entrepreneur is an individual who is
willing and able to utilize the limited economic and human resources available to fill the gaps
existing in the market. For an individual to produce a viable idea is required to have done
analyzes which will enable him/her to get a clear requirements needed. After the initial stage of
analyzing the business, one is required to apply the entrepreneur skills and knowledge in the rest
of the stages to ensure the idea is implemented successfully. The business idea is supposed to
meet the market needs and fulfill the potential customer needs and wishes. If the business idea is
viable and is implemented successful in the market through entrepreneurial process, this will lead
to the success of the idea in the market therefore, generating establishment of the organization
which will serve the economy.
Self-Motivation
Entrepreneur is an individual who have professional skill and knowledge on how to deal
with a new innovation and creativity in the market. Also, not all professional skills which will
generate successful business idea using professional entrepreneur skills, this means that
possessing entrepreneur skill can be also inborn characters. Some percentage of individual
possesses both professional and inborn characters which enable them to generate viable and
successful business idea in the market.

Marketing Strategy and Plan 3
Due to the existence of many market gaps in the marketplace I feel motivated to become
to become an active entrepreneur. Despite the existing gaps, they are many reason which
motivates me to be a good entrepreneur and feel I can make it without failure. Am very creative
individual in different fields, therefore, I used my creativity to fulfill market gaps using the
current innovation and thus resulting to the idea implementation which provides solution of
existing problem. I personally, I possess both inborn and well trained skills and knowledge
which I acquired throughout my course, therefore, sharping my future in entrepreneurial
activities.
They are many reasons which motivates me to become a successful entrepreneur in the
market. Those reasons are both personal and economical motivation which influences my
character to become an entrepreneur. The following are the reasons which motivates and inspires
me: To become my own boss. In the current world economy is very hard to be sure 100% to get
a job employment. Therefore, due to uncertainty in future I feel comfortable to train myself on
how to become my own boss in the employment market. Another reason behind this, is that I
will offer job opportunities to the individuals who are facing the challenge of unemployment,
thus improving their living standards. To provide the missing products and services in the market
is my passion. Am well trained individual on how to utilize the limited resources available in the
market, therefore, is good to provide high quality and sustainable products to the customers. This
improves the status of the economy together with individual living standards. This encourages
much since becoming entrepreneur on your own, it motivates a maximum use of time and
resources available thus one becoming own time manager and not being restricted or monitored
by another. This facilitates free stress life style thus improving the innovation and creativity thus
being pushed. Another viable reason which motivates me to become an entrepreneur is to enjoy

Marketing Strategy and Plan 4
earning income generated from entrepreneurship activities. I personally will be responsible in
managing the earnings from the business therefore, being happy enjoying my reward without
much people involved in.
Despite, all the above motivations to become a successful entrepreneur also, I need to
perform my self-assessment which will help to identify my strength and weakness and how to
deal with them. This self-assessment is important since will help to accomplish all the targeted
strategies am aiming to accomplish as an entrepreneur. Also, this self-assessment will help to
create and have a roadmap direction of my entrepreneurship skills application. This assessment
will help to answer several questions like; how am I prepared to handle the current innovation in
the market using the entrepreneurial skills? Is my source of capital viable to rely with it? How
will I manage my time in the activities in the market as a starter? How will I apply my inborn
and acquired entrepreneurial skills from my education in the real practical world? How much the
expense is required to run a successful business activities? How I will use the generated income
within and outside the business development? By getting answers of these personal questions
will help me to identify where my strengths and weakness lies. The following are my strengths
which will motivate to go ahead and produce and implement the viable business plan. Am able
and well equipped to apply the entrepreneurship skill I possess in the market, am creative enough
to get the solution of any problem arises within my line of specialization and I have much time
free which I can manage in dealing with business activities thus proving my services in the
market. Am ready to improve my existing weakness which may hinder the process of
implementing and having successful business idea. Most of the weakness am facing are based on
my personal characters which I experience. These weakness are: am not patient enough to allow
time to pass while waiting something to be accomplished, poor cooperation within team building

Marketing Strategy and Plan 5
activities, and the other weakness is on how to make urgent decision in case of emergency. To be
more successful in the entrepreneurship sector I need to have viable solution to how to handle
and improve my weakness as an individual. Already I have a clear program which will help me
to manage my time in having patient on something. This program indicates the time frame
scheduled for each and every activity therefore, this improves my patient character for now and
in future since time factor is well indicated. The weakness of poor cooperation, I will improve it
slowly through generating interest and passion of interacting with different peoples. Through
interaction with people of different characters in different professional and non-professional
activities will improve my characters. This will generate a successful character on me since in
business they must be interaction of individual who will be working together as a team to fulfill
the organization strategies.
The Business Idea
Business ideas are many to be implemented in the market. These business idea helps to
fulfill the market gaps thus providing the missing product or service to the targeted customers in
the marketplace. To generate a business idea is difficult since it requires much involvement of
time through carrying out the study of the idea and its benefit before implementing it. The
business idea which is existing in my mind is to open and operate business related to the office
stationaries and equipment together with printing services.
My analysis of the business idea was based on the current products in the Technology
and printing industry. Therefore, the business idea is to own an enterprise which will deal with
Cyber and Computer services. The main product and service which will offered in this enterprise
is internet, printing, computer services, and selling of office stationeries in the market. This has
been the background of my study where I identified several market gaps which need to be filled.

Marketing Strategy and Plan 6
In the current world organization are growing up and others are being establish fresh, this means
that also offices are being created simultaneously as the organization grows. An office cannot
operate successfully without office stationaries and printing material since they act as the product
in the office. Printing in every organization is also increasing as the organization grows since
most of the communication is being done through printing process or materials. All organization
presentation in the market or inside the organization are made through printing material which is
termed as stationaries. This is a clear indication that no printing without required stationaries
within the office. Stationaries, printing, and internet services are the new innovation in the
technology industry which is growing as the time goes. This study finally brings my decision to
the conclusion of starting an enterprise which will deal with stationary, printing, and providing
internet services as part of the technology innovation. However, the following will be detailed
description of the business plan including the marketing strategies to be accomplished.
Cyber and Computer enterprise will include stationary, printing, and internet department
within the enterprise thus creating unique characters in the industry which makes it different
from other business in the market. Also, the business it has a lot benefits within the market since
also it will provide unique products which are quality and viable to meet customer needs. The
benefit of the enterprise to the market is a lot, the benefits will be from individual level, group
level all the way to organization advantage. The enterprise will assist other small business with
quality stationaries, printing services which be used in marketing and record keeping of the
business and internet services will be plenty since in the current internet is like a basic
requirement. Our services will easy accessed in locally or globally through the website which
will be created for the business. Those are the main benefits the enterprise will provide to market
place among others. The features of our product services are very unique fulfilling the customers

Marketing Strategy and Plan 7
need in a greater percentage. The available products will be of high quality meeting all the
required standards, cheaply available, and experts will already available for the support to our
customers in case of any question.
In every market there is existence of business competition. Therefore, the business which
is not having strong marketing strategies cannot sustain market pressure thus ending to be closed
down. Our Cyber and Computer enterprise business is well established with unique and strong
strategies which are different from our competitors. Provision of quality, cheap and available
product in the market from our organization will be a strong competitive advantage. Another
unique quality is provision of good and valuable customer services which will build a good
reputation of our products/services, and the enterprise as whole. What about the selling position
of our organization? Our enterprise is aiming to have different located branches in different areas
of the market despite the main branch. Several branches will opened in the market unlike our
competitors who always depend on the premises of operation in the market. Our Enterprise will
operate in both physical and virtual market in the market place. This means the enterprise will be
involved in e-commerce services which the competitors in the market have never invested in. All
this will improve and increase the access point of our product and services in the market,
therefore, providing a big challenge to the competitors available. This is a strong marketing
strategy which will help the enterprise (Cyber and Computer Enterprise) to penetrate in the
market with full force.
Our Vision Statement
The vision statement helps the organization to set a long term objectives which the
enterprise will accomplish through adding value to the society. The enterprise vision is, “To

Marketing Strategy and Plan 8
establish a one stop enterprise which will provide cyber and computer services (stationaries,
printing and internet services) in both local and global market by opening a chain of stores.”
Our Mission Statement
Our mission will focus on the both internal and external objectives the enterprise is
pointing to establish and accomplish within a short term of the operation. The enterprise mission
statement is, “To establish cyber and computer outlets which will make availability of
stationaries, printing and internet service in the market with a wide range from top and quality
brands at affordable price together with selling our franchise.”
Analysis – Strengths and Weaknesses
The study of business idea is good before establishment of any enterprise. This study
involves analysis and deep investigation of what the business will involve to carry its operations
successful in the market. Through performing out the study as an entrepreneur have identified
several factors which will influence the business idea negatively and positively in its
accomplishment. Also, I have identified the strong area of the business idea which will make
perform successfully not forgetting to identify its weakness and the solution on how handle
them. The study of the business idea helps to identify the relationship between the idea and the
entrepreneurial skills am possessing. The following are the strength and weakness of the business
idea and the one which is affected by my personal characters.
My Strengths:
 Hardworking individual
 Innovative and creative individual
 Well trained and having the necessary
My Weaknesses:
 Poor in socializing habit
 Am not patient
 Slow decision making

Marketing Strategy and Plan 9
skills as an entrepreneur
Idea Strengths:
 Is demanding idea in the market
 Currently up to date
Idea Weakness:
 It will grow slowly
 Will involve a lot time
Market Orientation
Market orientation is a new market approach which is focused with the customer needs
identification and how to meet them within the market. When the market uses the market
orientation methodology it means is focused on the designing of the product and their selling
strategies which will lead to the viable profit.
In this business plan the section will deal with enterprise industry which it belongs, competitors
and market trends in the industry. This research will help to identify how our business enterprise
is viable in dealing with the market competition in the industry. This research will be guided by
the market strategies which the business (Cyber and computer enterprise) is aiming to
accomplish in its services.
Target market
Target market is the potion of the market which the organization is aiming to provide it products
and services through identifying the potential customers. Target market is selected by
considering factors like age, income status, geographical sector, social and economic status, and
the interest of the potential customers in the market. In more details the target market is
described with terms like market segmentation, proposition, and market mix.

Marketing Strategy and Plan 10
Cyber and Computer enterprise is an organization which belong to the both Information
Communication Technology and retail within the countries industry. This is amongst the top
performing industry in the market since their products and services are current as per the 21st
century era. The technology system in the country (Unites state) is growing at high rate since the
customers are appreciating the greater use of the internet and other forms of communication
through printing. The market in this industry is growing at high rate since the government is
supporting the industry very much. The industry of Information is the key pillar in the economy
of United State since the GDP value is increasing with estimation of 4% in the total value of
GDP, this is equivalent of GDP amount of $646 billion in the economy. Job employment is
increasing in the sector meaning the demand of the product and services are required at high
demand therefore forcing to increase the labor force within the industry. Compared to the past
two years the employment opportunities has increased with a rate of 2% which is equivalent to
2.7 million vacant in United State. Also the industry is ranked amongst the best top ten
performing industry in the state.
Target market is very essential if is well identified in the marketplace. Our enterprise is targeting
a wide market in the economy since all potential customers regardless their age, economic
power, and their location within the state. Youths and old aged people are all targeted potential
customer in our organization, all customers across all economic level are able to access our
product since are affordable and available in the market. Youths in school, colleges, and
universities are in need of printing materials for their assignment and presentation to the
administration. Printing of school projects and other task are important during the presentation in
the class. The use of internet service is important in producing all this researches therefore,
ending to the printing process. Public customers also needs internet services for their basic

Marketing Strategy and Plan 11
requirement like online application. Offices in different organization are in need of stationaries to
make their work operate smoothly, therefore, our organization is ready and able to supply
stationaries in all offices of the organization. Our services is affordable to all members of the
public according to their pocket weight. Both students, non-student that is public, and offices
from different organization are our main targeted customers in the market.
Our product and services are very valuable to the market in such a way that are attractive in the
market. Services and products from our enterprise are of high quality and well branded to attract
the customers. All printing materials from our business are being printed our address, contacts,
and location which improves our access to the new customers using our products. Stationaries
are of high quality therefore, meeting the standards of the office requirement in the economy.
Our internet services are of strong wave length thus being dependable. Internet services are
reliable by many institution in their basic activities.
Trends Analysis
This is the analysis which shows the current and past performance of the industry in the market.
This is described by the consumer behavior pattern in the market towards the organization
product in the environment. Trend analysis is carried out through market survey within the
market environment. Performing out this analysis will help the business to understand the future
expectations in the market towards the market product, therefore, being used as strategic tool in
analyzing the potential market.
In both industries they is always changes which influences the market. Let discuss the recent
changes in the Stationary sectors in the market over a period of five years. The stationery
services and products supply has been decreasing by -0.4% resulting to the revenue of 9 billion

Marketing Strategy and Plan 12
dollars in 2018. At the same period of time the business population increases by 1.9% resulting
to the increase of employment opportunities by 1.2%. The retail stationary sector is improving to
venture up to the online business in the industry. Printing sectors is not left behind to get the
market changes. Commercial printing is growing with a rate of 1.5% to 2.5% in the sales output
of one year (from 2017 to 2018), therefore, our organization is aiming to increase this rate by end
of year 2019. Total population of 60% is said to have involved with printing activities in the
industry and still the industry is expecting much within the market in next financial year. Due to
the positive changes which influences the industry the business is expecting future growth
compared to the past statistics in the industry.
If the industry will continue growing this way, it means our new organization will grow together
with the economy while serving the viable market. Our enterprise is expecting to grow at a rate
of 5% in each year thus increasing the level of profit and marinating the steady growth. The
enterprise is aiming to increase the other products as the business grows.
Implication in the market can affect the business operations, thus affecting the marketing strategy
the business is aiming to accomplish. If changes occurs always will affect the changes in the
business. Our enterprise is ready to face those changes by not losing their target customers in the
market. If the changes occurs also the business strategies will change, changing the current and
the future expectation. Our business is equipped well with flexible, movable and effectives
strategies which will act as an alternative and advantage still to the organization. Our experts are
well trained on how to face the changes in the market by maintaining the steady performance of
the business.

Marketing Strategy and Plan 13
Competitive Advantage
Competitive advantage is very essential for our business since will help to have quality and
affordable products which will penetrate the market easily. They is existence of other business in
the market which offer products which are similar to ours. Printing and stationeries services are
being provided to the market including individual are offering this from their homes. But our
products and services will remain very competitive in the market when compared to others.
The following are three competitors which our organization if aiming to face in the market.
Artemis IT Company, is a well-established organization which deals with IT solution in the
marketplace. Also the business is selling the computer accessories in the market and supports
customers’ computer system in full time.
Ezilon Computers is a USA organization which offers computer related services to the market in
small and large scale. These services includes: computer accessories, computer education,
computer games, computer hardware, and other computer services which satisfies the customer
needs.
The above organization they act as our mentor and the same time our competitors in the market.
Those organizations are benefits to our organization since they offer legal advices in the field of
computer products and services and how to secure a share in the market successfully. Artemis
and Ezilon Companies only are specialized with IT and computer services meaning are limited to
explore the market. This discouraging our organization which is aiming to have abroad
specialization in the market.

Marketing Strategy and Plan 14
Benefits to Clients
The following are the few benefits which our potential customer will consider coming for our
services than for the competitors.
 Our organization is offering variety of services in the market therefore acting as one stop
shopping zone, despite our competitors who are specific.
 Since our organization is new in the market, we are offering quality and affordable
products to our customers.
 Our products will be ready available and accessible to many outlets unlike of those of
competitors which are located in only one station.
The SWOT of the Business
This will alight the strength and weakness of the business internally and opportunity and threat
affecting the business in the external environment.
Strengths:
 Qualified and active workers
 Use of current innovation
 Smooth Internal communication
Weakness:
 Poor decision making
 Poor bookkeeping
 High rent rates
Opportunities:
 New market expansion
 Loyal actions from the customers
 The growth of young population
which will act as the future market.
Threats:
 Political instability
 High taxes levied
 Poor environment condition of
operation

Marketing Strategy and Plan 15
Market Strategy
Market strategies are the plans gives the organization the road map and on how to achieve the
marketing strategies. These strategies can be said to be the procedures and techniques which will
be used by the organization to achieve current and future market goals. Market strategies are
used to describe the market mix used by the organization.
TOWS Matrix Strengths
 Qualified and active
workers
 Use of current
innovation
 Smooth Internal
communication
Weaknesses
 Poor decision making
 Poor bookkeeping
 High rent rates
Opportunities
 New market
expansion
 Loyal actions from the
customers
 The growth of young
population which will
act as the future

Marketing Strategy and Plan 16
market
Threats
 Political instability
 High taxes levied
 Poor environment
condition of operation
The Market Mix
References

Marketing Strategy and Plan 17
1. Weihrich, H. (1982). The TOWS matrix – A tool for situational analysis. Long range
planning, 15(2), 54-66.
2. Dyson, R. G. (2004). Strategic development and SWOT analysis at the University of
Warwick. European journal of operational research, 152(3), 631-640.