Marketing Plan Report: Customer Value Co-Creation for Cilkray Graphics

This report presents a comprehensive marketing plan for Cilkray Graphics, addressing the challenges posed by a competitor's disruptive product launch. The plan begins with an analysis of Cilkray's value proposition and business model, emphasizing the need for customer value co-creation and transparent communication. It then delves into a detailed situation analysis using the 5C's framework (Company, Customers, Collaborators, Competitors, and Context) and explores the competitive landscape, particularly Grovex's new GPU product. The report highlights the company's pricing and product challenges, including the need to make tough decisions regarding pricing strategies. It also discusses the company's inward-out focus and product-centric culture, and the lack of customer data usage. The report then provides a detailed analysis of the issues present in the case, including inferior product and pricing compared to competitors, inadequate release cycles and low R&D spend, and a lack of a clear pricing strategy. The report aims to provide recommendations for Cilkray Graphics to adapt to the changing market and regain its market position.

Running Head : MARKETING PLAN
Marketing Plan
Name of the Student
Name of the University
Author Note

1MARKETING PLAN
Topic – value proposition and business model
The value proposition is the statement which answers why a person should do business with
a particular organization. A good value proposition will be easy and concise to understand
and defines the operations of the organization. It helps to explain how the products and
services resolves a pain point for the potential customer (Baldassarre et al., 2017). Cilkray
can also create their value proposition creating shared value with their customers. They must
focus on their relationships rather than the transaction and by being transparent. It should be
always kept in mind that communication is the key to gain the competitive advantage. The
customer loyalty will be encouraged with fostering engagement with the customers.
The best type of business model can be made by sizing the value of the solution in the target
segment. The organization can also confirm that their product or service solves the problem.
Testing the channel and supporting the strategy can also be another way of pitching the entire
business model to a group of customers especially a selected focus group (Schaltegger,
Hansen & Lüdeke-Freund, 2016). The execution of a pilot or local rollout can be helpful in
validating the business model. The Cilkray Graphics will prepare the business model by
advertising, affiliating, customization. The collection of customer references will give extra
attention to the first few customers of the Cilkray Graphics company. Cilkray will also
continue to observe a competition-based pricing model which will transform the product line
and value chain by value co-creation.

2MARKETING PLAN
References
Baldassarre, B., Calabretta, G., Bocken, N. M. P., & Jaskiewicz, T. (2017). Bridging sustainable
business model innovation and user-driven innovation: A process for sustainable value
proposition design. Journal of Cleaner Production, 147, 175-186.
Schaltegger, S., Hansen, E. G., & Lüdeke-Freund, F. (2016). Business models for sustainability:
Origins, present research, and future avenues.