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Category: Business and Industry
Date Submitted: 10/21/2011 11:10 AM
Marketing Plan
Stickam.com
MKT 304
Professor Heisley
Class Section: 11488
Group #: 173029
AUTHORS
Kristina Smirnovaite
Brittany Herrera
Ese Ntekume
Kandyce Munerlyn
October 12, 2010
Table of Contents
I. Introduction
II. Situation (SWOT) Analysis
A. Company Analysis
B. Customer Analysis
C. Industry Analysis
1. Competitive analysis
2. Environmental trends
a. Economic environment
b. Political and regulatory environment
c. Social and cultural factors
d. Technology
e. Demographics
f. Key publics
D. SWOT Table
1. Opportunities
2. Threats
a. Major threats
b. Potential threats
c. Minor threats
III. Market-product Focus & Goal Setting (due Thursday)
A. Segmentation, Target Markets, Growth Strategy and Value Proposition
1. Market segmentation
2. Target market(s)
3. Market-product grid and growth strategy
4. Value Proposition
B. Positioning Strategy
C. Set Market and Product Goals
INTRODUCTION
At the L.A. Times website we analyzed and researched all the different companies that make up the Social Media industry. We identified 55 different companies in this Social Media Industry (See Appendix A). As a result we categorized them into 9 different structural market groups. The structural market we have chosen, as a result of a group strategic decision, consists of five different industry drivers (see appendix B). We decided to focus on Stickam as our client. The other companies in appendix B are our client’s competitors. This marketing analysis will provide recommendations for growth over the next two years for the company we have chosen.
SITUATION (SWOT) ANALYSIS
COMPANY ANALYSIS
Stickam is privately owned by the...