Submitted by: Submitted by jasst31
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Date Submitted: 03/25/2014 05:35 PM
STRATEGIC MARKETING PLAN
Dell - InspironR Touch series - includes 14R & 15R
EXECUTIVE SUMMARY
High-level summary of the strategic marketing plan Situation Analysis Objectives Target Markets Key Message/Benefit Marketing Strategy Evaluation Methodology
I. SITUATION ANALYSIS
A. Target Market - Who are the customers? We will be selling primarily to: Consumer markets, business markets, schools/ universities both private and public a. Students Male/ Female Ages 18-22Believers o What they want A portable personal computing machine that is light on the back and on the wallet. Fast and reliable to be used for school work, watching movies/ TV, and miscellaneous activities Research, write papers, watch TV/ movies, online games, social networking. To be used on the go and all over the place TV ads, especially in the late summer when gearing up to head off to school. Social media with ads targeting high school seniors and juniors. Show how the 15R touch can help students with school work while also being stylish and having enough speed for gaming or streaming movies
o How they use product o How to reach them
b. Adults Male/Female Ages 22-55 Strivers o What they want A practical and functional yet stylish product to be used for everyday purpose like checking email and online shopping but also an all-in-one on the go newspaper, book, GPS device, and DVD player Mainly for basic computing needs like checking email or surfing the web but also on the go. Maybe so they can “work from home” from the park while watching their kids on a day off capitalize on the value proposition. Dell is selling a great computer for cheaper. Dell can satisfy all of their needs plus that of their children. Also get back to a customer service focus
o How they use product
o How to reach them
c. Business o What they want o How they use product Cheap, reliable machine with excellent customer service, high performance for a lowest cost. Robustness General computing....