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Mrkt 4901 Marketing Plan Presentation
- 1. Imperial PC By: Laura Golden Michael Walter Mykila Cobb Hosea Foster
- 2. Overview Company Summary Mission Statement Imperial PC strives to be the most innovative and product-responsive microcomputer organization in the industry; guaranteeing superior customer experience and complete post purchase support. With our focus on continuous improvement in consumer needs and wants, we look forward to surpassing industry standards in quality, satisfaction, customer service and innovation. Goals Produce and supply superior product and service Continuous improvement Focus R&D on customer wants and usage patterns Expand market size through regional advertising, promotion, word-of-mouth, and a professional sales force Business Summary Business Customers Sales Representatives Competitive Advantage Focus Strategy Incorporate environmentally-safe practices into operation & manufacturing
- 3. Situation Analysis Industry Analysis: The Industry consists of four major competitors, serving five distinct markets: Cost-Cutter, Innovators, Mercedes, Workhorse and Traveler. 12-Month Projected Demand: Traveler Innovator Competition Analysis
- 6. “The number of transistors that can be placed inexpensively on an integrated circuit doubles approximately every two years. This trend has continued for more than half a century and is expected to continue through 2020 or later.”*
- 7. From quarter 4 to quarter 5, total product sales have increased by nearly 25%. Potential for growth in untapped cities such as Chicago, across Canada, as well as regions in South America, provide optimistic projections for IPC as well.
- 11. Rebates
- 12. Point Of Purchase Display
- 14. Traveler Segment
- 16. Trade Journals
- 17. Sports Magazine
- 20. Computer Inc.
- 23. Constant Flyer
- 24. Optiplex 6500
- 25. Price
- 28. primary focus is the innovator and traveler segments
- 30. Synergy approach
- 32. Efficient Marketing expenditures
- 36. Brand Identity
- 37. Customer Loyalty
- 38. Adaptability
Editor's Notes
- FOCUS STRATEGYin a defined, focused market segment with a narrow scope. >In adopting a narrow focus, IPC ideally focuses on a few target markets (also called a segmentation strategy or niche strategy). >These are distinct groups with specialized needs. >We hope by focusing our marketing efforts on one or two narrow market segments and tailoring our marketing mix to these specialized markets, we can better meet the needs of that target market. >IPClooks to gain a competitive advantage through product innovation and/or brand marketing rather than efficiency. It is most suitable for relatively small firms but can be used by any company. >A focused strategy should target market segments that are less vulnerable to substitutes or where a competition is weakest to earn above-average return on investment