Marketing plan symantec

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Marketing plan symantec

  1. 1. Marketing Plan Student name : Submission date:
  2. 2. Executive SummaryThis marketing plan of Symantec is aimed at realigning its strategies with its objectives. this planfurther proposes new products that the company can introduce to the market. The basicintroduction and present situation of the company is analyzed in the beginning. The company’senvironment is analyzed using SWOT analysis and porter’s five forces. The competition for theproduct and various distribution channels also discussed in the plan. Thereafter marketing andfinancial objectives were proposed. Finally marketing research methods were proposed toobtain the feedback and improve the products.Marketing Plan -Symantec Page 2
  3. 3. Contents1. Situation Analysis ............................................................................................................................... 4 1.2 Market Summary ............................................................................................................................. 4 1.3 SWOT Analysis ................................................................................................................................ 5 Strengths ............................................................................................................................................. 5 Weaknesses........................................................................................................................................ 5 Opportunities ....................................................................................................................................... 5 Threats ................................................................................................................................................. 6 1.4 Competition....................................................................................................................................... 6 1.4 Products offering .............................................................................................................................. 7 1.5 Distribution................................................................................................................................... 8 1.6 Service offering ................................................................................................................................ 81. Marketing Strategy ............................................................................................................................. 9 1.1 Objectives .................................................................................................................................... 9 1.2 Target Market.............................................................................................................................. 9 2,3 Positioning ....................................................................................................................................... 9 2.4 Strategies ........................................................................................................................................ 10 1.6 Marketing communication ....................................................................................................... 11 2.6 Marketing mix ................................................................................................................................. 11 Product ....................................................................................................................................... 11 Pricing ........................................................................................................................................ 12 Promotion .................................................................................................................................. 12 Place ............................................................................................................................................ 12 1.7 Marketing research ..................................................................................................................... 122. Controls ............................................................................................................................................... 12 2.1 Implementation .......................................................................................................................... 13 2.2 Marketing Organisation .................................................................................................................... 133. Balance score card .............................................................................................................................. 144. References .......................................................................................................................................... 15Marketing Plan -Symantec Page 3
  4. 4. 1. Situation AnalysisSymantec is one of the leading company who provides security, storage and systemsmanagement solutions and cloud solutions for individual customers as well as corporatecustomers. Founded in 1982 in USA company currently operates in more than 50 countriesacross the globe. In financial year 2011 it recorded revenue of $ 6.2 billion. More than 50% ofrevenue is generated from Americas region. Moreover the company is listed in NASDAQ andholds 382nd place in fortune 500 list. Moreover It has employed more than 20,000 employeesaround the world and holds more that 1200 global patent rights. (www.symantec.com)1.2 Market SummaryThis part discusses the needs, trends and growth of the security software market.It is learnt that at least 40% of companies in US are operated using local date networks andmobile computing tools. However it is further learnt that most of those organizations does notapply simple date protection measures in their business. Accordingly more than 20% ofcompanies do not use virus scanning for email which is a basic information security measure.Further more than 60% of users do not control access to their wireless network by anencryption.This signs that, there is a high potential for Symantec to promote its products in thosebusinesses. Further more than 70% of businesses consider that information security has a highpriority. Apart from security services the emerging trend is cloud solutions. Currently cloudsolutions have a high growth potential since it has a high demand from market.With the increasing security threats to the information the demand for the information securitymay also increased where Symantec can promote its products to the both individual andenterprise customers.Being a well recognized a award winning company Symantec has the potential do identify thosecustomer needs and satisfy them effectively and efficiently.Marketing Plan -Symantec Page 4
  5. 5. 1.3 SWOT AnalysisSWOT analysis identifies the strengths and weaknesses exist in internal environment of thecompany and opportunities and threats prevail in external environment.Strengths 1. Market leader in providing security, Storage and system management solutions- Currently Symantec is the market leader for providing security solutions both in US and in the rest of the world. 2. Strong brand portfolio- Currently Symantec is having strong brand such as Norton, Symantec and VERITAS which give competitive advantage over rivals. 3. Strong Financial position of the company 4. Good revenue mix in terms of geographic locations. 5. Availability of more than 1200 global patent rightsWeaknesses 1. Non integrated products due to mergers and acquisitions- Due to more than 20 acquisitions during last few years Symantec is offering non integrated products to end customers. 2. Delay in response to virus outbreaks- Symantec response time taken to virus outbreaks is higher than the competitors. Accordingly the delay is 8 hours in average. 3. Inflexibility- since the company’s customer base is large the operation of the company is inflexible. 4. Dependency – The company depends on few large channel partners 5. Broad focus on products- Currently the company is serving to corporate customers as well as individual customers with same wide range of products.Opportunities 1. The merger with VERITAS has opened new opportunities to Symantec. Accordingly it can increase its enterprise portfolio by the merger.Marketing Plan -Symantec Page 5
  6. 6. 2. Various acquisitions of technology may create new business opportunities in complementary products and services.Threats 1. The computer giant Microsoft is entering in to antivirus market and targeting the customer segment where Symantec dominates. 2. After the merger of VERITAS Company faces lost of challenges due to the different corporate culture and size. 3. Company faces severe competition from IBM,HP and BMC software after the merger with VERITAS.1.4 CompetitionThe competition can be analyzed using porter’s five forces framework (Porter, ME, 1970)(www.hbr.org,2008)Marketing Plan -Symantec Page 6
  7. 7. 1. Threat of new entrants With the increasing demand to the antivirus and other services provided by Symantec there is a high probability of having new players entering in to the market. Even currently, Companies such as Microsoft planning to enter in to antivirus market. 2. Bargaining powers of customers Since there is lots of service providers the customer has better choices in competitive products. Therefore bargaining powers of the customers is high. Specially larger corporate customers have a significant bargaining power. 3. Threat of substitutes With the dynamic change in the technology antivirus software’s might have substitutes products which gives same or improved performance. 4. Bargaining power of suppliers Though Symantec does not have major suppliers company may faces to bargaining power exert by vendors who provide competitors and other directly related services. 5. Competition from rivals Since there are lots of market player such as Microsoft, McAfee, HP, Cisco, etc. the company may face to tough competition from competitors.1.4 Products offeringFollowing is a list of products offered by Symantec, Norton AntiVirus Veritas Storage foundation Norton Internet security Enterprice vault Veritas cluster service Symantec endpoint protection Symantec data loss prevention Symantec Ghost Norton 360Marketing Plan -Symantec Page 7
  8. 8. Net Backup Symantec Control compliance suite Symantec Critical System protection Brightmail Gateway Altiris Client management suite (Source ,www.symantec.com, 2012)1.5 DistributionAntivirus products offered by Symantec can be purchased from any IT shop situated in all overthe world.Further is offers antivirus software online where customer can pay through credits cards anddownload the latest antivirus version from Symantec web site.Further, for large corporations Symantec provide service to the doorstop by delivering goods todoorstep.1.6 Service offeringCurrently the major product of the Symantec is antivirus software. This counts more than 50% ofrevenue of the company. Further the demand in new products such as cloud solutions maycreate new opportunities in the future.Marketing Plan -Symantec Page 8
  9. 9. 1. Marketing StrategyUnder this marketing plan Symantec will offer Norton 360 antivirus software for Apple iphonesand ipads. As per the Ansoff matrix this will be a new product to a new market. 1.1 ObjectivesThe objectives of this marketing plan is as follows,Marketing objectives Sell Norton 360 Antivirus software for iphones and ipads for one million customers within next 12 months starting from April 2012. Increase the total sales growth by 4% within next 12 months starting from April 2012. Increase the market share by 10% within next 2 years time. 1.2 Target MarketThe target market of this product will be individuals those who use Apple iphones and ipadsaround the world. It is evitable that the potential market for this product around the world issignificant as there are millions of individuals who use iphone and ipad. Further there is no anyantivirus software provider who offers their products to iphone and ipads and thus this will givethe company the early mover benefit.Currently Symantec carries out its operations only in 50 countries and these shows that there isa high potential for the company to go beyond the boundaries of UK as there is a huge potentialmarket in countries like India, china and other Europe countries etc.2,3 PositioningPositioning means strategic decision executed when introducing the product while maintainingthe competitive advantages have with the company. Further it means the ways in whichmeasures to be taken to face to the challenges during the initial period of launching the product.Marketing Plan -Symantec Page 9
  10. 10. In order to achieve the marketing and other objective Symantec needs to adopt differentiationstrategy. This is mainly due to the fact that there are lots of companies who offer conventionalantivirus software to individuals and corporate customers. Thus to compete with them Symantecneeds to have new ideas and products which helps to attract customers from competitors.Further company can promote new technologies which has increasing demand such as cloudsolutions by using its expertise and technical knowledge in security and informationmanagement.2.4 StrategiesIn this marketing plan distribution refers to redesign of distribution channel. The distributionchannel can be redesign as shown in the figure.(Linda, 2004)Accordingly, Due to the change in the corporate direction Symantec should clarify the corporate direction.Marketing Plan -Symantec Page 10
  11. 11. Symantec should define its respective channel including coverage requirements such as the markets where the company introduces the products initially and plans to go in to other new markets. Using the previous experience defined channel needs to be developed by Symantec Symantec should select appropriate channel partners and other delivering arrangements to deliver the product to end customers. The channel development must be a continuous exercise to improve the effectiveness and efficiency Symantec senior management needs to take necessary actions to monitor and manage performance and the plan regularly.1.6 Marketing communication The company needs to communicate effectively both with customers as well distribution channels. Thus Symantec needs to obtain the service of advertising agency as it is introducing new products to the market and those advertising agencies have lots of expertise with regard to those activities. Further internet can be use as the medial for communication as it may be more effective for products that Symantec offers. Since the product is specifically designed for iphones and ipads Symantec can promote the products in Apple stores with the collaboration of Apple Inc.2.6 Marketing mix The new products of Symantec will be introduced in April 2012. The marketing mix of the products is as follows, ProductThis covers the product designing aspect. The product design is performed based on the resultsobtained from a market research. Further objective of the company also considered in productdesigning.It is recommended to introduce Norton 360 antivirus software for Apple Iphones and ipads.Marketing Plan -Symantec Page 11
  12. 12. PricingSince there are lots of competitors in the market product needs to be priced in a due care.Accordingly a competitive price should offer while make sure that the expected revenue andprofit targets are achieved. Further it should be noted that the product offering is a differentiatedproduct. PromotionThe promotion campaign mainly should carry out through internet. Accordingly internetadvertisements need to be displayed in web sites where customers can identify the newproducts easily. Further company can promote product directly to customers at Apple store bythe collaboration with Apple Inc. More over social networks such as face book and twitter canbe used to promote the product by opening pages and adding customers. Further other mediasuch as papers, television also used to make the awareness of the products.In order to introduce the new product to the market it is recommended to organise ainternational conference where Symantec can introduce new products to the market. PlaceInitially the product is introduced to UK market where it is very attractive market to bothSymantec and Apple. Subsequently product can be introduced to other markets such as US andother European countries.1.7 Marketing researchSymantec will be carried out a marketing research by using appropriate method and technique.Such obtained data should be analysed and customer feed backs needs to be consider forfurther developments of the product. Further to ensure that accuracy of the information suchresearch needs to be out sourced to a professional research firm. Apart from this researchSymantec can carry outs its own research through its web site using electronic form. 2. Controls Controls play a role of assessing the results and plan for the appropriate solution. They are established for the following: [Source: Kotler 2009]Marketing Plan -Symantec Page 12
  13. 13. 2.1 Implementation Implementation of the marketing plan will be performed in accordance with the structure of the plan as explained earlier in this report. The close monitoring of the work with the help of dashboards and feedbacks of the customers will let us know about the positive and negative signals given by the market. Even the minor problems faced will be reverted immediately to make this marketing plan successful. This will be supported by the senior marketing management2.2 Marketing OrganisationMarketing department needs to be organised in a carefull manner. The marketing departmentalong with the other departments should be organised based on the roles and responsibilities ofindividuals. Further effective utilisation of senior management will lead to make this plan moresuccessful.Marketing Plan -Symantec Page 13
  14. 14. 3. Balance score cardSymantec will use the following balance scorecard to evaluate the overall performance of themarketing plan including each individual and thereby continuously improve the performance. Competitive pricing and differentiating the product Marketing Strong focuss Vision & organisation on customer and integration feedbacks and Strategy of the dashboards communication The market research and dynamic senior managementMarketing Plan -Symantec Page 14
  15. 15. 4. References Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman, Torben Hansen (2009) Marketing Management. : Pearson, Prentice Hall Kerin, Hartley and Rudelius, 2011, Marketing, The Core, 4th Edition, McGraw Hill Publishing. Symantec corporation, 2012, Symantec corporation, California,< http://www.symantec.com/> viewed on 18 march 2012. Porter, M.E. (2008) "The Five Competitive Forces That Shape Strategy", Harvard Business Review, January 2008, pp. 79-93 Johnson G, Scholes K, Whittington R. (2005): The Environment: Exploring Corporate Strategy, Pearson Education Chisnall, Peter: Strategic Business Marketing, 1995 Linda Gorchels, Edward Marien, Chuck West (2004) The Managers Guide To Distribution Channels. : McGraw HillMarketing Plan -Symantec Page 15

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