Marketing

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|BMMK 5103 | |

|Section 20 | |

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Marketing Management

Assignment No. 1

1. Browse the Internet and copy one of the marketing plan for a firm. Try to evaluate this plan by referring to the market memo in page 97

Computer Reseller Marketing Plan

AMT Inc.

Executive Summary

Our new marketing focus, made explicit in this plan, renews our vision and strategic focus on adding value to our target market segments, the small business and high-end home office users, in our local market.

American Management Technology, Inc. (AMT) will change its focus to differentiate itself from box pushers and improve the business by filling the real need of small businesses and high-end home offices for reliable information technology including hardware, software, and all related services. Our marketing challenge is to position our product and service offerings as the high-quality, high-value add alternative to box pushing in a vacuum.

Situation Analysis

Before we talk about strategy for future development, we have to understand where we are, and where we've been. Strategy is about playing towards strengths and away from weaknesses. Marketing is about understanding our target markets and target market needs.

Therefore, we begin this section with our market analysis, looking in detail at our target market and market needs. Then we develop our SWOT analysis, looking at strengths, weaknesses, opportunities, and threats. Afterwards we finish up with a look at some other key factors of the present situation.

Market Summary

AMT focuses on small business in the local market, with special focus on the high-end home office and the 5-20 unit small business office.

We have broken our markets into groups according to standard classifications used by...