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Marketing plan proposal Project overview In todays worldwide marketplace customers do not have to settle for second best. Overnight mail brings the best to everyones doorstep. The Internet lets your customers shop internationally so it is easy for them to get the best quality, reliability, and price, no matter who is offering it. Customers are concerned about the products they purchase, but they are equally or more concerned about dealing with organizations who care, who are quick to respond, and who will listen and react to their unique needs.
This demands that, in order to succeed in the twenty-first century, organizations need to excel in all parts of their business. You must have an organization that excels at what it is doing, but also is recognized for its excellence to win todays savvy customers. Nowadays wireless communication technologies are an integral part of each persons life and people cannot imagine themselves living, for example, without cell phones, radio, satellite TV or palm-tops. Under these circumstances our portable music player is the exact product which can provide consumers constant need for modern and convenient devices to keep in touch with the outside music world with no dependence on time and location.
Times change and new technologies and services come up to be introduced to the market. A portable music player and service has been chosen by the company to be launched. Besides, our product is a multifunctional portable device. Among its features are: transfer of music and photos, and games storage.
Depending on the model the player can provide a user with a 20 - 40 GB of Hard Drive and 2. 2 "- 7 LCD display. Some models include speakers, microphone, remote control, docking station, and a removable battery. Hence, the product offers to users a range of feature to choose from and, consequently, various price ranges depending on the number of special features. It is also easy to use, small, and can provide a consumer with a wide range of entertainment options. The given player is somewhat similar to i-pod.
The difference is that one can download songs and other data without using and connecting to the computer. The system itself has an ability to access the Internet (satellite), and one can download any songs no matter when and where he (she) is. Central goals thought our company proposes its clients long-term on-going cooperation, there is a risk that most clients engagement will not last long. Hence, there might exist a 90 % yearly customer churn. Therefore, one of the goals of the company is to take all possible measures in order to keep customers longer especially considering costly ongoing customer acquisition process. It should also be considered that the work is quite labor-intensive and time-consuming while labor costs grow rapidly as sales increase.
Thats why all the internal processes should be automated. All these goals can be achieved by means of a new approach to the business it was proposed for the company to act as an intermediary between the providers of telecommunications services and the users of those services having presented a hardware and software products on a subscription basis. Analysis Development of a new product or service requires a number of activities to take place within the organization. The ones to be made are: hiring senior management who had been successful at a similar company; creating a new piece of software; developing long-term relationships with the client by subscription to the software which will; developing an efficient culture of the company; developing new channels to reach the customer. Among the goals of the new system to be developed are: potential expanding of the range of services we provide; allowing the client to manage his spending's efficiently and effectively; meeting a broad range of needs of the youth. Advantages of the new project: developing the best product compared to such of the rivals; huge market; the product will enable us to develop, grow, and achieve the goals we have defined.
How Can We Manage Change? Perhaps the real question to be given is How Can We Manage The RISKS Associated With Change? A development effort always entails a measure of risk because such an effort always involves aspects that are new to the performing organization. Hence, not only the change is to be managed, but also risks such as: no experience in using Internet (satellite) as a communications medium; untried concept; uncertain market acceptance; difficulty in predicting future growth rates; possibility of long sales cycle; excessive length of time until revenues start flowing from the offering; difficulties in reaching the market necessity to use channel partners. Possible Solutions Under the given circumstances there are several possibilities of starting work on a new project: creation of a new organizational structure within corporate boundaries in which the new process can be developed; acquiring a different organization whose processes close match the requirements of the new task. transferring some risks to a contractor.
Mission statement The goal of the company is to gain a million of total subscribers in a year of operating at the market, and three millions in four years, to develop and implement a strategy of introducing the product to the market. Project objective The target audience for our portable music player includes first of all youth and young adults as these strata of society are the most open to innovations. As the given piece of technology is very easy to use, even kids may use one. Besides, the fact that any music can be downloaded at any time will exactly meet the demands of all the youth and maybe will even attract a much wider range of potential user. One more reason to target this particular audience consists in young peoples openness and quick acceptance of new technologies.
Though the product may be sold in any world country, we will be more focused on the markets of developing Eastern Europe countries. They are chosen to be the target market because their economies are still developing, there are not too many competitors and the digital technologies market is still growing. The market has great potential and many opportunities. (IPTV World Forum Eastern Europe, 2006) Our product will for reasonable price enable people to enjoy favorite music, and games on-go. Most of the advertising activities are targeted at the particular audience and in such a way tend to be more efficient comparing to those of the rivals. Proposal methodology There are several steps to be made before introducing the product to a foreign market: 1) First of all we need to know how well the product is being sold now and how popular it or idea of buying it is among the customers. This will help to estimate time needed for its integration into the European market and profits it will bring in each particular period of time.
Here a direct survey of users opinions may appear to be a useful tool to gather the necessary data and formulate potential expectations from the foreign market. 2) The second important step is conducting a market analysis, and competitor analysis. This will help to eliminate or reduce all the possible risks, such as economical or political instability in the target countries, currency exchange risks. Once the company is organized to handle exporting, a proper channel of distribution needs to be carefully chosen. These channels include sales representatives, agents, distributors, retailers, and end users. Youth shops have been chosen to become a part of distribution channels where our products would be sold packed in see-through package for the customer to be able to pick one without any help from the salesperson. A certain organizational structure is to be developed as well.
Although foreign licensing adds some problems, it gives an opportunity to locate close to the customer base, hence, achieve exploitation benefits and close control - a direct presence in the market. 3) Basing on the results of surveys, market and competitor analysis it important to develop a specific marketing strategy that will work in each particular country. Here the population, national culture, peculiarity of tests and economical tends are to be taken into consideration. Based on all these factors an adequate advertising and promoting campaign should be launched. Financing plan is to be profoundly thought over as well. It is also important for the customers to try the product, so an option of selling for several months for lower price may be considered as well. The last phase of this process would be to analyze and debate various aspects the might hamper the adoption of our services.
Understanding societal values and cultural differences would play a crucial role in comprehending the complexities of these diverse markets. Issues such as security and privacy of individuals could hold back people in conservative areas. The ways and means to counteract such issues will also have to be developed to instill confidence in the end-users minds. A proper business model will also have to be worked out, in order to ensure commercial success of the products. The service could first be offered free of cost, so that the customers do not hesitate to try them out.
Once they get used to the...
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Research essay sample on Organizational Structure Competitor Analysis
