Vera Phone Case

VersaPhone: Marketing Plan

By: Chandler Archuleta, David Cavins, Ben Grimes & Hala Merhi

Prof. Rawwas

AMBA 603-9018

April 13th, 2008

Table of Contents

VersaPhone: Marketing Plan 1

Executive Summary 4

1. Situation Analysis 5

1.1. Market Needs 5

1.2. The Market 6

1.2.1. Market Demographics 6

1.2.2. Market Trends 6

1.2.3. Market Growth 7

1.2.4. Macroenvironment 8

1.3. The Company 9

1.3.1. Mission 9

1.3.2. Service Offering 9

1.3.3. Positioning 9

1.3.4. SWOT Summary 10

1.3.4.1. Strengths 10

1.3.4.2. Weaknesses 10

1.3.4.3. Opportunities 10

1.3.4.4. Threats 10

1.4. Competition 11

1.4.1. Direct Competition 11

1.4.2. Indirect Competition 12

2. Marketing Strategy 13

2.1. Value Proposition 13

2.2. Critical Issues 13

2.3. Financial Objectives 14

2.4. Marketing Objectives 14

2.5. Target Market Strategy 14

2.6. Messaging 15

2.6.1. Branding 15

3. Marketing Mix 15

3.1. Product Marketing 15

3.2. Pricing 16

3.3. Promotion 16

3.4. Service 17

3.5. International Markets 17

3.6. Implementation Schedule 18

4. Financials 18

4.1. Break-even Analysis 18

4.2. Sales Forecast 19

4.3. Expense Forecast 19

4.4. Linking Expenses to Strategy and Tactics 20

4.5. Contribution Margin 21

5. Controls 22

5.1. Implementation 22

5.2. Keys to Success 23

5.3. Market Research 23

5.4. Contingency Planning 23

References: 25

Executive Summary

The product introduced in this marketing plan is the VersaPhone compact cellular smartphone. The Versaphone product targets four distinct demographics including: men over 30, women over 30, men between 16 and 30, and women between 16 and 30. The pay demographics are distributed in two groups are over $50,000 annual income and the other under $50,000 annual income. VersaPhone fills its customers' need for the capabilities of a cell phone, mp3 player, and PDA all combined in one small device. Having access to all this functionality from almost anywhere is very convenient and allows users to be productive when away...