Running head: PART A: MARKETING PLAN FOR TOUCH-COM 1 11 PART A: MARKETING PLAN FOR TOUCH-COM 9 Introduction Touch-Com LTD is a registered company in the United States specializing in Consultancy and Counseling of Workplace Integration, Diversity and Cohesion following the various instance of discrimination at the workplace. The desire to establish the Touch-Com was a blunt recognition that various workplaces worldwide have many employees with diverse origins, races, cultural practices, religious backgrounds and thus require rallying strategies in to enhance cohesion amongst and across them. That in turn informs the company’s mission and vision which is to support institutions and citizens in harnessing information, communication and IT solutions across all sectors through policy management, development, maintenance, supply and knowledge sharing. The primary objectives for Touch-Com LTD as reflected in the long-term and short-term strategic plan (2015-2020, 2015-2017). They include (i) developing cost-effective IT policies, tools and information management practices and approaches (ii) to strengthen corporate communication, strategic planning and production of knowledge products and (iii) to build the capacity of citizens and institutions to harness and utilize the tools for effective service delivery. The physical location of Touch-Com LTD is in a rented building at a suitable location along Front Street. The location’s ease of accessible is conducive for business operations. In terms of infrastructure, the company has currently invested in 10 computers, 12 workstations and two digital printers, networking and internet facilities among others.Comment by Grammarly: Deleted:2 Environment Analysis The communication and information and knowledge industry is growing due to the increasing demand for the services as companies downsize and contract out work that has been undergoing in-house. The number of businesses started in U.S. has significantly risen in the recent past due to the government encouraging youths to venture into business. Not only do customers need products and technology, but also, more importantly, they need solutions that can bring them success in business. Touch-Com LTD has already made the transition from being technology-oriented to being customer-driven, from solely providing products to offering complete end-to-end solutions, allowing the customer's success to drive the development of our products. That is evident with the successfully rolling out of a research campaign in target markets and key competitors. Touch-Com provides complete end-to-end solutions in areas including consultancy and technical assistance on Information and Knowledge, Communication and Information Technology management services thereby offering our customers distinct advantages to select from one place.Comment by Grammarly: Deleted:o The diversity of the Consulting industry has resulted in the existence of hundreds of different services.

1. Running head: PART A: MARKETING PLAN FOR TOUCH-
COM 1
11
PART A: MARKETING PLAN FOR TOUCH-COM 9
Introduction
Touch-Com LTD is a registered company in the United States
specializing in Consultancy and Counseling of Workplace
Integration, Diversity and Cohesion following the various
instance of discrimination at the workplace. The desire to
establish the Touch-Com was a blunt recognition that various
workplaces worldwide have many employees with diverse
origins, races, cultural practices, religious backgrounds and thus
require rallying strategies in to enhance cohesion amongst and
across them. That in turn informs the company’s mission and
vision which is to support institutions and citizens in harnessing
information, communication and IT solutions across all sectors
through policy management, development, maintenance, supply
and knowledge sharing.
The primary objectives for Touch-Com LTD as reflected in the
long-term and short-term strategic plan (2015-2020, 2015-
2017). They include (i) developing cost-effective IT policies,
tools and information management practices and approaches (ii)
to strengthen corporate communication, strategic planning and
production of knowledge products and (iii) to build the capacity
of citizens and institutions to harness and utilize the tools for
effective service delivery.
The physical location of Touch-Com LTD is in a rented building
at a suitable location along Front Street. The location’s ease of
accessible is conducive for business operations. In terms of
infrastructure, the company has currently invested in 10
computers, 12 workstations and two digital printers, networking

2. and internet facilities among others.Comment by Grammarly:
Deleted:2
Environment Analysis
The communication and information and knowledge industry is
growing due to the increasing demand for the services as
companies downsize and contract out work that has been
undergoing in-house. The number of businesses started in U.S.
has significantly risen in the recent past due to the government
encouraging youths to venture into business.
Not only do customers need products and technology, but also,
more importantly, they need solutions that can bring them
success in business. Touch-Com LTD has already made the
transition from being technology-oriented to being customer-
driven, from solely providing products to offering complete
end-to-end solutions, allowing the customer's success to drive
the development of our products. That is evident with the
successfully rolling out of a research campaign in target
markets and key competitors. Touch-Com provides complete
end-to-end solutions in areas including consultancy and
technical assistance on Information and Knowledge,
Communication and Information Technology management
services thereby offering our customers distinct advantages to
select from one place.Comment by Grammarly: Deleted:o
The diversity of the Consulting industry has resulted in the
existence of hundreds of different services that consultants
provide to all industry sectors. Concerning this, Touch-Com
provides various services under three segments namely
Information and Knowledge, Communication and Information
Technology management. The key market segments vary by
consulting specialty including Government; Federal and State,
firms, organizations, companies, institutions, on-Governmental
organizations or departments.Comment by Grammarly:
Deleted:to
Primary and Secondary Target Markets
Touch-Com LTD is targeting a wide population and ever-
growing corporate world with each month the target number of

3. companies or institutions that we are targeting is embracing
technology and as such are readily available to accept our
services. That in turn will make it easy for the company to
achieve its target.
Analysis of Target Markets
4P’s
Product: The primary types of services we will provide include
consultancy and technical assistance on Information or
Knowledge, Communication and Information Technology
management services. Under the Information and Knowledge
Management category, Touch-Com deals in developing
knowledge and information management policies, training, and
consultancy. Under the communication category, Touch-Com
has a dedicated team of experts who deal with various services
in communication including Designing communication plans or
strategies; video editing and production of documentaries;
publicity and event management, media liaison and public
relations; editing and design of print ready information,
education, communication materials(IEC); PR training and
consultancy and Social media integration. The Information
Technology Management category services provided at Touch-
Com include Software and web application development; video
conferencing; IT management and computer training; web
design and maintenance; IT project analysis Audit and logistical
support; networking and fiber optic awareness.
Price: In simplifying billing to clients, Touch-Com LTD will
work on various pricing structures depending on the service
provided. However, the prices will be affordable and realistic.
Place: In the provision of our services, Touch-Com will provide
our services for the convenience of our esteemed clients. We
will increase our accessibility to our customers through our
daytime phone numbers, email, website, Facebook page and
Twitter handle. Our staff will have business cards for easier
contact with the clients. Comment by Grammarly:
Deleted:atComment by Grammarly: Deleted:t
Promotion: Touch-Com plans to recruit sales representatives to

4. assist in the development of new markets for the company
through the creation of flyers, cards, and Branded t-shirts.
There will also be the setting up of the social media platforms
including blogs, Facebook, LinkedIn and Twitter pages that
respond to our online clients' queries and need of information
promptly. The company also plans to participate in the public
forums like seminars and workshops to gain publicity as it is
new in the market.Comment by Grammarly: Deleted:t
5C’s
Customers: The objectives of the company are to support
institutions and citizens in harnessing information,
communication and IT solutions across all sectors through
policy management, development, maintenance, supply and
knowledge sharing. Comment by Grammarly: Deleted:is
Company: In meeting the above-named customer needs, Touch-
Com has in place a team of information science experts and
professionals as part of its staff to address services the
customers are seeking for 24/7. That is in line with the
company’s core value of professionalism, reliability, integrity,
dedication and excellence in ensuring delivery of quality
services and products to our clients as well as making sure they
are satisfied all the time.
Competition: Touch-Com LTD is among the many consulting
firms providing Communication, knowledge management and IT
under one roof. Tachicom- Kenya
Solution
s LTD has a Competitive advantage in this area due to the
excellent experience of its staff. However, as a new business, it
may take the time to establish a strong client base and develop a
reputation as a small business.

5. Collaborators: Some of the collaborators for Touch-Com
include Government both Federal and State, firms,
organizations, companies, institutions, on-Governmental
organizations or departments.
Context: The Company will adhere to the set regulations of the
host country and as such, her employees are restricted to share
information contained in the marketing plan through
authorization by the management. There will also be efforts in
ensuring competitive recruitment and retaining of high-quality
staff. Comment by Grammarly: Deleted:be
STP
The target market of Touch-Com LTD is the corporate world
that is heavily dependent on information technology and
knowledge management in their operations and with an annual
income of over 1000,000. His characteristics are as follows
Demographics:
Annual income: over 1000,000
· Workforce makes up: Diverse
· Business type: ant type including sole proprietorship,
partnerships, and liabilities among others
· Duration of operation: at least 3Months
· Most engaged in Social Media and digital interaction
Comment by Grammarly: Deleted:wComment by Grammarly:
Deleted:th
Psychographics:

6. · Innovative and creative
· Techno-savvy
· Enthusiastic about digital management
· Cognizant with corporate communication
Behaviors:
· Have stability and disposable income
· Loves technology regardless of the cost
· Loves personal introduction online
· Enjoys high-quality products
· Is critical of brand image
Goals
Short Term
Touch-Com prides itself with succinct objectives including,
a) To offer records and information management support for
business integration through consultancy, training, audit and
information systems
b) To aid institutions and organizations in the development of
sound records and information management policies, strategies,
and any other related processes
c) To offer quality services and development of records and
information management software
Long Term
The primary objectives for Touch-Com LTD as reflected in the
long-term strategic plan. They include,
(i) Developing cost-effective IT policies, tools and information

7. management practices and approaches
(ii) To strengthen corporate communication, strategic planning
and production of knowledge products
(iii) To build the capacity of citizens and institutions in
harnessing and utilize the tools for effective service delivery
SWOT and Needs Analysis
Below is a table showing our target markets SWOT and
strategies to mitigate threats and capitalize on the opportunities.
Target
strengths
Weakness
Opportunities
Threats
Strategies
SMEs
· Availability of skilled and qualified personnel
· Strategic position of our premises
· Variety of solution solved under one roof
· Low cost of labor Comment by Grammarly: Deleted:u
· Goodwill and commitment from the board and staff Comment
by Grammarly: Deleted:-

8. · Erratic supply of funds
· Inadequate resource base
· Increased use of computers by SME
· ICT has moved from being the host of new industries to an
enabler. Comment by Grammarly: Deleted:t
· Adoption of Vision 2050
· Few SMEs have websites
· Increased internet connection and penetration.
· Emergence of e-commerce
· Reduction of computer prices
· Competition from similar providers who have been long in
existence
· Natural catastrophes
· Legality of operations by regulating and governing bodies
· Intensive research on the consumer preferences
· Intensive advertisement of our services
· Use of competitive pricing strategy
· Insurance
· Seeking authorization from relevant bodies Comment by
Grammarly: Deleted:s
NGOs
· Availability of skilled and qualified personnel
· Strategic position of our premises
· Variety of solution solved under one roof
· Low cost of labor Comment by Grammarly: Deleted:u

9. · Goodwill and commitment from the board and staff Comment
by Grammarly: Deleted:-
· Limited contact with the available NGOs
· Peaceful environment that encourages existence of NGOs
· Natural catastrophes
· Legality of operations by regulating and governing bodies
· Attending cooperate forums organized by NGOs and
Government departments Comment by Grammarly: Deleted:s
· Insurance
· Seeking authorization from relevant bodies Comment by
Grammarly: Deleted:s
Government Departments
· Availability of skilled and qualified personnel
· Strategic position of our premises
· Variety of solution solved under one roof
· Low cost of labor Comment by Grammarly: Deleted:u
· Goodwill and commitment from the board and staff Comment
by Grammarly: Deleted:-
· Strategic plan to attain vision 2050
· Corruption
· Natural catastrophes
· Legality of operations by regulating and governing bodies
· Attending cooperate forums organized by NGOs and

10. Government departments Comment by Grammarly: Deleted:s
· Insurance
· Seeking authorization from relevant bodies Comment by
Grammarly: Deleted:s
County government
· Availability of skilled and qualified personnel
· Strategic position of our premises
· Variety of solution solved under one roof
· Low cost of labor Comment by Grammarly: Deleted:u
· Goodwill and commitment from the board and staff Comment
by Grammarly: Deleted:-
· Need for website development by the new governments
· Increased demand for communication services
· Thirst to embrace technology Peaceful environment to attract
NGOs
· Corruption
· Natural catastrophes
· Legality of operations by regulating and governing bodies
· Insurance
· Seeking authorization from relevant bodies Comment by
Grammarly: Deleted:s
Religious facilities

11. · Goodwill and commitment from the board and staff Comment
by Grammarly: Deleted:-
· Need for websites
· Need for mobile alert services for the congregation
· Need for library facilities
Learning institutions
· Goodwill and commitment from the board and staff Comment
by Grammarly: Deleted:-
Conclusion
Touch-Com plans to provide customized services to meet the
needs of her clients. Our services will differ from our
competitors in that we will offer creative, innovative, and
effective solutions to business problems. We develop standard
models to solve key business problems. Touch-Com LTD
realizes that business problems have a variety of solutions; what

12. may be right for one business would not necessarily meet the
needs of another business. These are the most critical services
the firm is offering and would tailor and continually appraise
and meet the need expand our services based on industry trends
and changing client needs.
Reference
Barker, R., & Angelopulo, G. (2006). Integrated organizational
communication. Cape Town: Juta Academic. Comment by
Grammarly: Deleted:s
Bechtle, W., Campos, E., Pomona College (Claremont, Calif.).,
& Pitzer College. (2014). Real talk: A zine about consent at the
5C's & beyond.
Bragg, S. M. (2011). Wiley GAAP 2012: Interpretation and
application of generally accepted accounting principles.
Hoboken, NJ: John Wiley & Sons.
Doole, I., & Lowe, R. (2008). International marketing strategy:
Analysis, development and implementation. London: Cengage
Learning.
Kourdi, J. (2009). Business strategy: A guide to taking your
business forward. London, Eng: Economist in association with
Profile Books.
Lamb, C. W., Hair, J. F., & McDaniel, C. D. (2009). Marketing.
Mason, Ohio: South-WesternCengage Learning.

13. Pride, W. M., & Ferrell, O. C. (2011). Marketing Express.
Mason, Oh: South-Western Cengage Learning. Comment by
Grammarly: Deleted:e
Ramesh, K. S. (2007). Marketing and branding: The Indian
scenario. New Delhi: Dorling Kindersley (India.
Robinson, E A. G. (1959) The Structure of Competitive
Industry. Chicago: University of Chicago Press.
Running head: PART A: MARKETING PLAN FOR TOUCH-
COM 1
11
PART A: MARKETING PLAN FOR TOUCH-COM 9
Introduction
Touch-Com LTD is a registered company in the United States
specializing in Consultancy and Counseling of Workplace
Integration, Diversity and Cohesion following the various
instance of discrimination at the workplace. The desire to
establish the Touch-Com was a blunt recognition that various
workplaces worldwide have many employees with diverse
origins, races, cultural practices, religious backgrounds and thus
require rallying strategies in to enhance cohesion amongst and

14. across them. That in turn informs the company’s mission and
vision which is to support institutions and citizens in harnessing
information, communication and IT solutions across all sectors
through policy management, development, maintenance, supply
and knowledge sharing.
The primary objectives for Touch-Com LTD as reflected in the
long-term and short-term strategic plan (2015-2020, 2015-
2017). They include (i) developing cost-effective IT policies,
tools and information management practices and approaches (ii)
to strengthen corporate communication, strategic planning and
production of knowledge products and (iii) to build the capacity
of citizens and institutions to harness and utilize the tools for
effective service delivery.
The physical location of Touch-Com LTD is in a rented building
at a suitable location along Front Street. The location’s ease of
accessible is conducive for business operations. In terms of
infrastructure, the company has currently invested in 10
computers, 12 workstations and two digital printers, networking
and internet facilities among others.Comment by Grammarly:
Deleted:2
Environment Analysis
The communication and information and knowledge industry is
growing due to the increasing demand for the services as
companies downsize and contract out work that has been
undergoing in-house. The number of businesses started in U.S.

15. has significantly risen in the recent past due to the government
encouraging youths to venture into business.
Not only do customers need products and technology, but also,
more importantly, they need solutions that can bring them
success in business. Touch-Com LTD has already made the
transition from being technology-oriented to being customer-
driven, from solely providing products to offering complete
end-to-end solutions, allowing the customer's success to drive
the development of our products. That is evident with the
successfully rolling out of a research campaign in target
markets and key competitors. Touch-Com provides complete
end-to-end solutions in areas including consultancy and
technical assistance on Information and Knowledge,
Communication and Information Technology management
services thereby offering our customers distinct advantages to
select from one place.Comment by Grammarly: Deleted:o
The diversity of the Consulting industry has resulted in the
existence of hundreds of different services that consultants
provide to all industry sectors. Concerning this, Touch-Com
provides various services under three segments namely
Information and Knowledge, Communication and Information
Technology management. The key market segments vary by
consulting specialty including Government; Federal and State,
firms, organizations, companies, institutions, on-Governmental
organizations or departments.Comment by Grammarly:

16. Deleted:to
Primary and Secondary Target Markets
Touch-Com LTD is targeting a wide population and ever-
growing corporate world with each month the target number of
companies or institutions that we are targeting is embracing
technology and as such are readily available to accept our
services. That in turn will make it easy for the company to
achieve its target.
Analysis of Target Markets
4P’s
Product: The primary types of services we will provide include
consultancy and technical assistance on Information or
Knowledge, Communication and Information Technology
management services. Under the Information and Knowledge
Management category, Touch-Com deals in developing
knowledge and information management policies, training, and
consultancy. Under the communication category, Touch-Com
has a dedicated team of experts who deal with various services
in communication including Designing communication plans or
strategies; video editing and production of documentaries;
publicity and event management, media liaison and public
relations; editing and design of print ready information,
education, communication materials(IEC); PR training and
consultancy and Social media integration. The Information
Technology Management category services provided at Touch-

17. Com include Software and web application development; video
conferencing; IT management and computer training; web
design and maintenance; IT project analysis Audit and logistical
support; networking and fiber optic awareness.
Price: In simplifying billing to clients, Touch-Com LTD will
work on various pricing structures depending on the service
provided. However, the prices will be affordable and realistic.
Place: In the provision of our services, Touch-Com will provide
our services for the convenience of our esteemed clients. We
will increase our accessibility to our customers through our
daytime phone numbers, email, website, Facebook page and
Twitter handle. Our staff will have business cards for easier
contact with the clients. Comment by Grammarly:
Deleted:atComment by Grammarly: Deleted:t
Promotion: Touch-Com plans to recruit sales representatives to
assist in the development of new markets for the company
through the creation of flyers, cards, and Branded t-shirts.
There will also be the setting up of the social media platforms
including blogs, Facebook, LinkedIn and Twitter pages that
respond to our online clients' queries and need of information
promptly. The company also plans to participate in the public
forums like seminars and workshops to gain publicity as it is
new in the market.Comment by Grammarly: Deleted:t
5C’s
Customers: The objectives of the company are to support

18. institutions and citizens in harnessing information,
communication and IT solutions across all sectors through
policy management, development, maintenance, supply and
knowledge sharing. Comment by Grammarly: Deleted:is
Company: In meeting the above-named customer needs, Touch-
Com has in place a team of information science experts and
professionals as part of its staff to address services the
customers are seeking for 24/7. That is in line with the
company’s core value of professionalism, reliability, integrity,
dedication and excellence in ensuring delivery of quality
services and products to our clients as well as making sure they
are satisfied all the time.
Competition: Touch-Com LTD is among the many consulting
firms providing Communication, knowledge management and IT
under one roof. Tachicom- Kenya