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Report On Marketing Practices Of Xero

   

Added on  2020-02-23

12 Pages2956 Words46 Views
RUNNING HEAD: MARKETING IN PRACTICE 1Marketing in Practice Company name: XeroSubmitted by:

Marketing plan of Xero 2Executive summary and introductionThe purpose of the report is to highlight the marketing practices of Xero. The organization isknown across the world for its accounting software. For a better understanding, Report is dividedin four parts. The first part provides information regarding the company background, productsand current situation in the marketplace. The second part provides a brief regarding theenvironmental analysis. The third part focus on impact of emerging technologies and trends andthe last part provides information regarding the four segmentation bases.ContentsSection One: Background................................................................................................................4Overview of the business.............................................................................................................4Vision, mission, and brand value.................................................................................................4

Marketing plan of Xero 3Product offering, features/benefits, and customer value proposition..............................................4Current situation in the marketplace............................................................................................5Section two: environment scanning.................................................................................................5P.E.S.T.E.L Analysis...................................................................................................................5Political environment...............................................................................................................5Economical Environment.........................................................................................................6Social Environment..................................................................................................................6Technological Environment.....................................................................................................6Competitive environment and the role of social-responsibility and ethics in the business.........7Section three: impact of emerging technologies and trends............................................................7Section four: segmentation and targeting........................................................................................8Four segmentation bases..............................................................................................................8Small business..........................................................................................................................9Individual business-man...........................................................................................................9Corporate Houses.....................................................................................................................9Advisory...................................................................................................................................9Conclusion.....................................................................................................................................10References......................................................................................................................................10

Marketing plan of Xero 4Section One: BackgroundOverview of the business Xero is a New Zealand based Software Company developing Cloud based accounting software.Their target companies are small and medium sized business. Xero has offices in New Zealand,Australia and New Zealand and Singapore. Moreover the company is listed at both New Zealandand Australian Security Exchange Market. The products are based on Software as a ServiceModel. They are selling software on the basis of the subscription and the number of companiesmanaged by the entity. The products are used by consumers in more than 180 countries (AboutUs.2017).Vision, mission, and brand valueXero has a vision to build a trustworthy relationship with small business customers throughonline partnership. They are proud to be helping over 1 million subscribers globally bytransforming the way of doing business (About Us.2017). Product offering, features/benefits, and customer value proposition.

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