Marketing Plan for Stickam.Com

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...