Marketing Plan - Sample

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Devcorptech Sdn Bhd

Marketing Plan 2013

TABLE OF CONTENT

1. Executive Summary 2

2. Situational Analysis 3

2.1. Target Market 3

2.2. Our Goals 4

2.3. Our Focus 4

2.4. Market Demographics / Industry Size 5

2.5. Market Trends 6

2.6. Market Needs and Target Markets Decision Process 7

2.7. Competition / Market Share Analysis 8

2.8. Macroenvironment 10

2.9. Keys to Success 10

2.10. Critical Issues 10

2.11. SWOT Analysis 11

2.11.1. Strength 11

2.11.2. Weaknesses 11

2.11.3. Opportunities 12

2.11.4. Threats .…………………………………………………………………………………12

3. Marketing Strategy 13

3.1. Financial Objectives 13

3.2. Positioning 13

3.3. Marketing Strategy Pyramid 13

3.3.1. Focus on Service and Support 13

3.3.2. Focus on Relationship 15

3.4. Marketing Mix 16

3.4.1. Product Marketing 16

3.4.2. Pricing 17

3.4.3. Promotions 17

3.4.4. Channels of Distribution 18

3.5. Marketing Research 18

4. Conclusions 19

References

Executive Summary

The personal computer industry has had a global production network almost from its inception. In a rush to catch up with Apple in the early 1980s, IBM decided to standardize the basic components of the PC so they could be assembled in a modular fashion. IBM then outsourced most of those components to other suppliers. Most PC component production and assembly is now outsourced, with component production and assembly located mainly in Asia. Given the simplicity of assembly – anyone with minimal training can assemble a PC in 15 minutes with a screwdriver and a socket set – and the lack of differentiation among components, the only way for PC makers to differentiate themselves is by how quickly they get the latest technologies to market, how efficiently they manage their supply chains, and how effectively they manage their branding,...