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Marketing Plan of Star Software Inc (DOC)

   

Added on  2020-03-16

12 Pages2386 Words438 Views
Marketing Principle 1MARKETING PRINCIPLEStudent NameCourse TitleProfessorName of the InstitutionCity and StateDate

Marketing Principle 2Table of ContentsExecutive summary...................................................................................................................................31.Current situation...........................................................................................................................3Background to sustainable offering.............................................................................................3Environmental Analysis...............................................................................................................4Market and customer analysis......................................................................................................52.Objectives.......................................................................................................................................53.Target market................................................................................................................................64.Marketing strategies......................................................................................................................75.Marketing implementation...........................................................................................................86.Budget.............................................................................................................................................97.Evaluation and control..................................................................................................................9References List..........................................................................................................................................11

Marketing Principle 3Marketing Plan for Computer CalendarsExecutive summaryThe aim of this paper is to provide a marketing plan for computer calendars by Star Software Inc.This will involve providing analysis of the current situation of the product within the company, objectives, target market, marketing strategies, marketing implementation, budget, evaluation,and control. Star Software is a company that offers specialty advertising and calendars. Most of its activities are seasonal. Therefore, during off-peak, the staff is often idle. This called for the need to conduct research on a new product that could bring profits even during business off-peak. Computer calendars offer the company an opportunity to make profits at all times.1.Current situationBackground to sustainable offeringStar Software Inc., was founded in 190 as a family-owned venture. It sells calendars and offers specialty advertising to approximately four hundred businesses. The business is seasonal. It is usually at its peak during October, November, and December. This is a challenge since, apart from the three months; most of its staff is idle. Therefore, the company has been trying to invent ways in which it can still make profits during off-peak. This led the company to carry out a SWOT analysis. The findings of the analysis showed that Star Software Company had opportunities in the increased use of technology among its customers. Consequently, the company developed computer calendars. In the calendar-making industry, it is the only company offering computer calendars. Moreover, the company has

Marketing Principle 4learned to position this product as unique, convenient and easier to use. This has given them a competitive advantage.Environmental AnalysisThe company was initially developed as a printing company in 1960. Later, it became specialized in providing customized calendar software and specialty advertising. The following is the current environment situation of Star Software Inc.Competition: From a regional perspective, competition in specialty advertising is very stiff. However, at a national level, the company does not face much competition. In the calendar sector, the company has the largest market share of 90%. Since the computer calendar segment isstill developing, it is quite hard to determine the company’s market share in this segment (Luca, 2015, p. 2). This means that the company is expecting growth in competition for computer calendars in the near future.Economical forces: From a recent research, it was established that most companies have cut down expense on advertising on mass media. However, the study also revealed that most organizations are opting to specialty advertising and promotion of sales. This provides a good opportunity for Star Software Inc. since computer calendars can effectively achieve specialty advertising.Political factors: Star Software Inc., operates in a peaceful country. Therefore, there are no expected political interruptions to its operations.Legal factors: There has been a debate on the issue of ‘junk’ mail. Consequently, there may be regulations to control ‘junk’ mail. This could adversely affect Star Software since a large

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