Marketing Analysis

CtrlPrint UK Marketing Plan 2015-2016

Background / Executive Summary

CtrlPrint is a Software-as-a-Service (SaaS) that originally started as an in-house solution for an annual report production agency in Stockholm Sweden in 1999. The core developers bought the solution out when the agency was acquired, and set up a company under the same name. Today, CtrlPrint is the market leader in Sweden for secure remote-authoring systems. Although similar offerings exist, nearly 95% of Swedish companies needing to produce an annual report produces it in CtrlPrint.

In 2010, CtrlPrint started to export its service in the UK. This export project proved successful and a UK business entity was set up in 2011. On it’s 4th year of operations, CtrlPrint UK has established its service as the product of choice for the Corporate Communications/Investor Relations market. Marianne Young is regional manager for the UK assisted by Ann Marie Fagan, Business Development and Relationship Manager and Romain Henry, Technical Account Manager.

CtrlPrint is a company of 9 people (6 in Sweden, 3 in the UK). The 2014 revenue was reported to be Swedish KR15million (approximately £1.5million).

The CtrlPrint UK Marketing Plan 2015-2016 will provide a background information to support and justify the proposed activities, goals and targets for the 2015-2016 fiscal year. Based on collected information, current state of the pipeline and the observations made on the business, the UK team sets out to achieve 35% increase from last year’s sales quota supported by a tactically executed integrated marketing plan.

CONTENTS

Marketing Audit

Situation Analysis

Market Summary

Target Market

Industry Behaviour

Market Needs

PESTLE Factors

Market Trends

Competition

Product Offering

Scenario Study

SWOT

Marketing Strategy

Mission

Financial/Business Objectives

Target Market and Positioning

Strategies

Research

Financials

Controls

List of Exhibits

CtrlPrint Table Features...