MARKETING PLAN 1 MARKETING PLAN 2 Lanyeh Pierce Strayer University Marketing 500 February 15, 2015 Company and Products. Empire Technologies is an upcoming information technology company that holds the solution to all your software and hardware problems. A group of young information technology professionals leads Empire Technologies. The company is located in Manhattan, New York. The company has been around for two years. It has numerous successful projects to show for it. Empire Technologies is determined to make a change in the way information technology is perceived by improving efficiency and effectiveness. The company has developed software to aid data analysis, database management, and automatic calculations. Everyone struggles with those complex calculations that can waste so much time. Well, there is no need to worry about that anymore. Empire technology also deals with outsourcing. Empire technologies have been able to secure services from two companies that have outsourced their information technology function to Empire Technologies. Empire Technologies ensures all your information is well stored, and communications process managed efficiently. Successful communication networks mean success. Therefore, let Empire Technologies help you achieve those long-term goals. Product and Service Analysis Empire Technologies has been named one of the fastest growing companies in the last two years. The company experienced a 20% increase in earnings in the last quarter of 2014. The success of the organization is associated with its innovative software and hardware, which have made work easy for many corporations. Empire Technologies has been able to provide high-quality services at reasonable prices. Empire Technologies is a very responsible corporate citizen. The company complies with all legal requirements that are stipulated by the law. In addition, the organization believes in giving back to the community by providing training for upcoming IT enthusiasts. Empire Technologies has also sponsored students to pursue IT related courses in different parts of the world. Mission Statement Foster innovation and quality services in information technology all over the world. Brand Development Strategy Brand development for the company is based on the flow of understanding, create, deploy and monitor. In Empire Technologies, we strive to understand the scope and the nature of the problem that we want to solve. Second, we create a solution that is tested to ensure it meets the highest standards of quality. Third, the product is deployed to the market and monitored for performance evaluation. In brand development, the aim is to ensure all consumers know everything there is to know about Empire Technologies. The company’s logo has made simple but attractive. It should represent something that would make it easy for clients to remember whenever they have computer problem. “We translate the dynamic digital world to you using ...

1. MARKETING PLAN
1
MARKETING PLAN
2
Lanyeh Pierce
Strayer University
Marketing 500
February 15, 2015
Company and Products.
Empire Technologies is an upcoming information technology
company that holds the solution to all your software and
hardware problems. A group of young information technology
professionals leads Empire Technologies. The company is
located in Manhattan, New York. The company has been around
for two years. It has numerous successful projects to show for
it. Empire Technologies is determined to make a change in the
way information technology is perceived by improving
efficiency and effectiveness. The company has developed
software to aid data analysis, database management, and
automatic calculations. Everyone struggles with those complex
calculations that can waste so much time. Well, there is no need
to worry about that anymore.
Empire technology also deals with outsourcing. Empire
technologies have been able to secure services from two
companies that have outsourced their information technology
function to Empire Technologies. Empire Technologies ensures

2. all your information is well stored, and communications process
managed efficiently. Successful communication networks mean
success. Therefore, let Empire Technologies help you achieve
those long-term goals.
Product and Service Analysis
Empire Technologies has been named one of the fastest growing
companies in the last two years. The company experienced a
20% increase in earnings in the last quarter of 2014. The
success of the organization is associated with its innovative
software and hardware, which have made work easy for many
corporations. Empire Technologies has been able to provide
high-quality services at reasonable prices.
Empire Technologies is a very responsible corporate citizen.
The company complies with all legal requirements that are
stipulated by the law. In addition, the organization believes in
giving back to the community by providing training for
upcoming IT enthusiasts. Empire Technologies has also
sponsored students to pursue IT related courses in different
parts of the world.
Mission Statement
Foster innovation and quality services in information
technology all over the world.
Brand Development Strategy
Brand development for the company is based on the flow of
understanding, create, deploy and monitor. In Empire
Technologies, we strive to understand the scope and the nature
of the problem that we want to solve. Second, we create a
solution that is tested to ensure it meets the highest standards of
quality. Third, the product is deployed to the market and

3. monitored for performance evaluation. In brand development,
the aim is to ensure all consumers know everything there is to
know about Empire Technologies.
The company’s logo has made simple but attractive. It should
represent something that would make it easy for clients to
remember whenever they have computer problem.
“We translate the dynamic digital world to you using cutting.”
(Company slogan)
The logo uses digital photographs of the digital world. It shows
the connection between the human race and computers. Empire
exists to make it easy for everyone to understand. The
captivating digital nature of the logo makes it easy for people to
recall Empire Technologies. Over time, consumers will be
interested to know more about the company.
Recently, Empire Technologies introduced new software to help
in managing home alarm systems and cameras. The company
has been doing in the business of providing information
technology assistance to corporations. In order to make it easy
for the alarm and camera system software to penetrate the
market, it has been marketed by the name of the company. It
does not have a specific name; it carries the name of the
company.
Competitors
The main competitors for Empire Technologies are Dataspecs
Communications, Informatics corps, and many others. These
two companies present the biggest challenge since they have a
big chunk of the market. Dataspecs has 20% share of the
market, and Informatics has 21%. Empire Technologies has
30% of the market share.
Empire prides itself on quality, innovation, and speed. We are
always on time with delivery of services and products. Hence,
the company is the positioning statement, which states, “We are

4. always there, you can depend on us.” The statement is a fact
because Empire has a large market due to quality, speed, and
innovation. These factors define the company’s success.
A perceptual map of the Empire’s competitors is as shown
below.
High Quality
Data specs,
Informatics
High Price
Low Price
High
Price
Gen-x, IT professional
Low Quality
Target Market
Empire targets corporations, individuals and learning
institutions. The company offers individual IT services like
installation of Wi-Fi and computer repair. The target market is
everyone who needs IT services. The company offers IT support
to corporations and learning institutions with the view of
increasing efficiency. As result, Empire has diversified its
products to fit the bill of the target market. The diversified
nature of the company makes the company a product with the
ability to provide different services. Therefore, the aim is to let
everyone know about the company and its mandate. The target
market demands quality, innovation, and quality service at all
times. Communication and information are essential to

5. organizational success. It also affects the ability of individuals
to connect with clients or loved ones.
The position statement is relevant for the target market because
these consumers are after quality, innovation and speed.
However, it should be noted that speed should not compromise
quality. Empire Technologies make use of the positioning
statement to its clients that the can trust Empire because Empire
will never disappoint. The logo creates a sense of technology
and innovation, which are the basics of information technology.
In addition, the logo is meant to consumers a sense of the
services and products from the company.
Quantitative Market Research
Information technology has become part of all corporations. The
move to embrace computers in several industries has provided
and led to the birth of information technology service
companies (Tollen, 2010). The industry is huge. It has some of
the largest corporation in the world. Google, Apple, Microsoft,
and Samsung are all part of the information technology
industry.
A high number of corporations have started outsourcing their
IT functions, which makes the idea of Empire Technologies
feasible. The company deals with software development, which
is needed by learning institutions, government, and businesses.
In the US, the Software and IT services industry-increased
revenue by 6% between 2010 and 2011 (SelectUSA, n.d.
Research in information technology services increased by 6.3%.
The United States has many information technology companies.
They are more 100, 000 (SelectUSA, n.d.). The International
Data Corporation (DIC) has estimated a continued rise in
demand for information technology services in the United
States. References

6. (2014, February 5). Global Mobile Commerce 2014 - Market
Trends, Statistics and Forecasts, Worldwide, 2014 Report
Available Online By ResearchMoz.us. PR Newswire US.
SelectUSA. (n.d.). The Software and Information Technology
Services Industry in the United States. Retrieved from
SelectUSA: http://selectusa.commerce.gov/industry-
snapshots/software-and-information-technology-services-
industry-united-states
Tollen, D. W. (2010). The tech contracts handbook: software
licenses and technology services agreements for lawyers and
businesspeople. Chicago: American Bar Association, Section of
Intellectual Property Law.
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EMPIRE
TECHNOLOGY
Prescription Drug, Improvement, and Modernization Act of
2003 included an 18-month moratorium on payments to
specialty hospitals (cardiac, orthopedic, and surgical) that were

7. not operating or under development by November 2003 and in
which physicians had an ownership or investment interest. This
moratorium expired in June 2005. The CMS effectively
extended the moratorium by continuing to review its criteria for
approving or starting to pay new specialty hospitals.
Specialty hospitals have been around for a long time—
children’s hospitals, rehabilitation hospitals, psychiatric
hospitals, eye and ear hospitals, and cancer hospitals. The
Omnibus Budget Reconciliation Act of 1989 included a
provision against payment for physician referrals to facilities in
which they had an economic interest, but specifically exempted
ambulatory surgery centers and “whole” hospitals. Thus far,
specialty hospitals have qualified as whole hospitals.
A specialty hospital is defined as an inpatient hospital in which
at least two thirds of the claims are in one or two major
diagnostic categories or diagnosis-related groups (DRGs). In
February 2003, 110 hospitals met these criteria. Of those, 92
were cardiac, orthopedic, surgical, or women’s hospitals. They
had tripled in number between 1990 and 2003 and were
concentrated in states without certificate of need (CON)
legislation. Seventy-four percent were for-profit hospitals and
on average were 50 percent physician-owned. Seventy percent
had some physician ownership. Their growth and that of the
ambulatory surgery centers were in part attributed to the
substitution of DRG-based reimbursement for fee-for-service
payment in the late 1980s. DRGs are not finely calibrated to
reflect the actual costs of different kinds of cases that would
fall within the same grouping.
Has there been a difference between the older group of specialty
hospitals and the new ones? The older ones tended to operate as
nonprofits that supplemented the existing facilities in the
community. The newer ones tend to be for-profit, physician
owned and to duplicate the facilities and services already
supplied by community hospitals. It can be argued that when
community hospitals perform the kinds of profitable procedures
that are attractive to for-profit specialty hospitals, they use the

8. profits to cross-subsidize other community services (Altman et
al., 2006). Vladeck (2006) suggested that they subsidize the
following:
· • Health professions education
· • Losses in special departments (burn centers, trauma centers,
neonatal intensive care units, and AIDS clinics)
· • Standby (emergency and surge capacity) costs
· • Uncompensated care
· • Other community services.
These services accounted for 16% to 18% of a community
hospital’s budget. Some states compensate hospitals for some of
these services. For example, New York compensates 8.95% for
health professions education.
Specialty hospitals can be very attractive to physicians. They
are drawn to these focused factories by the following:
· • Their control over scheduling, staffing, admission,
discharge, and so forth
· • Added profits from ancillary services and technical
component revenues
· • Profits from case mix within DRGs
· • Selection of the patients and their payer mix
· • Reduced “on-call” responsibilities
· • Avoiding participation in hospital governance and other
mandated activities.
They do have to pay for additional capital facilities and
equipment that would normally be supplied by the community
hospital; however, the variety and scale of these investments are
considerably reduced by the narrow range of services provided.
Community hospital advocates point to the fact that physicians
may select only those patients with adequate insurance, can
“cherry pick” the healthier patients, avoid emergency
department duties, and avoid surveillance under some quality
improvement and utilization review programs.
Community hospitals have responded by (Greenwald et al.,
2006):
· • Prohibiting physicians with a competing ownership interest

9. from participating in governance
· • Buying up the potentially referring primary care practices
· • Signing exclusive service contracts with insurers
· • Providing other resources, such as office space, to their
competitors
· • Offering inpatient specialist “management” subcontracts to
offset ownership
· • Advertising their own “centers of excellence”
· • Making economic credentialing decisions that penalize
competing physicians.
The legal status of these measures under federal and state
anticompetitive statutes is likely to be in litigation for quite
some time.
Results of Studies
The Medicare Prescription Drug, Improvement, and
Modernization Act of 2003 required the Medicare Payment
Advisory Commission (MedPAC) and the U.S. Department of
Health and Human Services to study a number of related issues
during the moratorium period. The MedPAC’s report
(Guterman, 2006; Stensland & Winter, 2006) concluded that
physicians were responding to incentives built into the DRG
payment rates. These incentives resulted from the wide
variation in the relative costliness of cases. Cardiac hospitals
seemed to treat more of the profitable cases than community
hospitals. Orthopedic hospitals seemed to treat more complex
cases, but in healthier patients than community hospitals. No
conclusions were reached about the surgical hospitals. Patient
satisfaction also seemed higher in the specialty settings.
The study also concluded that the specialty hospitals delivered
less uncompensated care, but that this was offset by the
payment of property and corporate income taxes and by not
receiving disproportion share hospital payments. The U.S.
Department of Health and Human Services study (Greenwald et
al., 2006) reached similar conclusions and observed that
physicians did refer to hospitals they owned, but often
continued to take emergency department calls to maintain

10. 139140their referral base. The studies did not identify much
differential impact on either quality or utilization. Their
recommendation was to modify the DRG prices to reflect costs
more closely and to remove the incentives they provided.
CMS Decisions
CMS ended the moratorium in August 2006 and proposed to
follow the MedPAC’s recommendations to revise the DRG
payments so that they would be closer to hospital costs than
hospital charges. It also proposed a rule that specialty hospitals
would have to accept patient transfers under the Emergency
Medical Treatment and Labor Act. At oversight hearings before
the Senate Finance Committee, this decision was questioned
sharply by ranking Senators Chuck Grassley (R-Iowa) and Max
Baucus (D-Montana), who noted the negative impact on
community hospitals and the apparent conflict with the intent of
existing self-referral prohibitions.
The Various Points of View
The prologue to a series of articles on these issues in the
January-February 2006 issue of Health Affairs (25:94) noted
that:
· In the larger context, though, the issues are not so simple. A
decade ago, “market-driven reform” meant competition between
integrated delivery organizations whose incentives for quality
and efficiency derived from the capitated payments they
received. Specialty competition and price transparency are fee-
for-service strategies that exacerbate the distress of multi-
specialty groups that thrived under capitation and were the
darlings of the policy community a decade ago.
· The proponents of three economic system views have sought
support in press releases, testimony, lobbying, and the
published literature. All three sides used parts of the U.S.
Department of Health and Human Services and MedPAC studies
to support their positions.
· 140141 · Oligopolistic Competition
· On May 30, 2006, the American Hospital Association
supported the senators for continuing “to stand up for the needs

11. of patients and the community hospitals that take care of them.”
Berenson et al. (2006) suggested that the specialty hospital
movement and parallel physician efforts to control service lines
within community hospitals may signal the restoration of the
types of hospital–physician relationships that preceded managed
care.· Administered System
· Choudhry et al. (2005) wrote about the role of law in this
situation and recommended that the issue be controlled by CON
determinations to avoid duplication of resources and increased
utilization. Altman et al. (2006) seemed to support the
administered approach by asking, “Could U.S. Hospitals Go the
Way of U.S. Airlines?” They argue that specialized competition,
coupled with price transparency and consumer price sensitivity,
would result in community hospital downsizing, reduced
community services, reduced staffing levels, and reduced
salaries.· Free-Market Competition
· The American Association of Orthopedic Surgeons’ December
2005 “Position Statement on Specialty Hospitals” urged the
repeal of all CON laws to foster “healthy competition.” Their
statement also attributed that position to the Federal Trade
Commission and the Department of Justice. Havighurst’s (2005)
commentary on Choudhry et al. (2005) took a strong position
that CON inappropriately supported the oligopoly position of
the community hospitals. In January 2006, the American
Medical Association president-elect issued a statement
continuing its strong support of specialty hospitals (Champlin,
2006). Porter and Teisberg (2006) also argued against the CON
approach because it supported local monopolies, but
acknowledged the risks associated with physician ownership
and self-referral.
DISCUSSION QUESTIONS
· 1.
· What has happened with this debate since mid 2006?
· 2.
· How might one try to come to an objective conclusion?
· 3.

12. · Senator Grassley noted during the Senate Finance Committee
hearings that “it appears that 40 new specialty hospitals have
opened” during the moratorium and the investigation. Do some
research to find out whether this is true and how it might have
happened.
· 4.
· If you were a legislative decision maker, what solutions would
you propose after the MedPAC proposals to reduce selected
DRG payments substantially and redefine a number of
groupings for orthopedic and cardiac procedures that were
headed off by a campaign by lobbyists for medical device
makers, hospitals, and specialist physicians?
Running Head: ANGEL'S GREEN APPLE HAIR OIL
9
Lanyeh Pierce
Marketing 500
Dr. Jeff Kimmel
Strayer University
February 1, 2015

13. Angel’s Green Apple hair oil
About the Company
Every person wants to look beautiful that even helps to gain the
confidence achieving the successful position in the work place
as well as for the society. Angels Beauty at Los Angeles,
California comes out with all the essential products that would
take care of your skin and hair. Our products consist of all the
organic ingredients and thus no worry to get any side effects.
We understand your concern for skin, hair and thus our experts
develop the products according to the type of your skin and
hair. Get the right option that suits your skin and experience a
new life with the healthy skin. Angel’s Green Apple hair oil is
one of the products that would help you to achieve the smooth
and gorgeous hair. It’s your skin but our responsibility to show
you the perfect way to manage the entire condition. We have the
option for online purchase that helps the users to get the right
product easily. Also, one can have a consultation with the
representative who would reveal how one can get a glowing
look with the pretty hair. Trust us and we assure that you would
get the best option understanding your real needs.
Company Analysis
Here is a complete analysis of the product that is useful to
reveal the real benefits to the users. Initially the economic
growth increased by 5 in the 1st half of 2009 that lead to a
better financial condition. The Consumer price Index (CPI) also
rose by 3,6% that showed the true economic facts.
Next, comes the legal issues that also put a serious impact on
our cosmetic products. We follow the rules and regulations for
promoting our brand that are represented as the legal suites. We
maintain the suitable safety standards that are necessary to
sustain the reputation for the brand. Also, we ensure the
manufacturers that we meet all the legal facts relates to
consumer issues. The Consumer Goods Safety Ordinance
mentions that the cosmetic products get categorized under
consumer goods. If it’s seen that the company has ignored that
the rules from Ordinance a penalty would be charged that they

14. are bound to pay. (Duane et al., 2008)
Nowadays, people want to get the real organic beauty products
that would make them look as well as feel good. Keeping in
mind of all these social factors we incorporate the pure
components such as the extracts of green apple, jojoba oil etc.
that nourishes your hair leaving it smooth and soft. It consists
of three versions for oily scalp, dry scalp and the normal one. It
manages to get the formula that fights against dandruff and
other form of rashes that affect the scalp. Moreover, this
product is free from any preservatives and thus you can the
original benefit. We do not carry out any sorts of animal testing
that may destroy the quality of our product. It comes out in a
transparent bottle container made of crystal glass and the user
can easily understand the quantity of oil left.
We made a detailed cost analysis for the product using a
sophisticated tool accreted with the advanced technologies. So,
the price gets the authenticated amount free from any errors.
Even we carried out a detailed research and development (R&D)
process producing the rich green apple hair oil that suits every
type of hair. Alongside, the technology also helps the users to
get the product online using the internet that saves time and
effort.
Market Analysis
Initially, we target the females between the ages of 20-30, as
our analysis shows the higher demands among this age group.
The product is highly recognized by the females who are greatly
benefitted using the green apple hair oil.
We will promote the product in such a way that we are able to
establish an estimable position in the competitive market. We
also reveal the fact while promoting that how passionate we are
about our product due to which we eliminate animal testing
from our procedure. The promotional advertisement carries the
soothing images and videos that touch one’s heart. We also
manage to get a good offline promotion that includes hoarding
and banners displaying the benefits that you would experience.
Therefore, we handle the effective public relations that help us

15. to gain the real attention of the feasible buyers.
No worry, we maintain a reasonable price option ensuring that
you can avail the beauty stuff without any difficulties.
However, the price is fixed and discounts are valid according to
the terms and conditions.
We have our physical store beside the TCL Chinese Theatre
that’s the place from where you can collect the product easily.
The online users can visit our official website where they can
find a hyperlink with the name of the product. Following the
steps accordingly, he/she can complete purchasing online with
us, the one and only beauty brand.
Now, it’s the time to make a situation analysis that would be
useful to manage a better form of marketing. First, we evaluate
our goals deciding which strategies can be the best developing
the strong marketing. Also, we perform a research
comprehending how well we would become successful getting
positive response for the product.
We respect our competitors and always perform the research
discovering the new strategies that would take us to the higher
level of success. Our skilled professionals understand the real
situation according to which we approach. The competitor’s
analysis is the great option to understand the market situation in
their eyes. We keep a constant watch knowing whether new
competitors are coming to the market and also need to know
what products they are offering. In this respect, we also identify
the objective of the competitors and the strategies they follow
to manage the reputation in the dynamic market.
Customer analysis is another important part that would help to
understand the real needs. The advertisements we develop are
the result of such analysis that acts as the key to gain the huge
number of consumers. We motivate the potential buyers to
experience the benefits in real time and also try to retain the
existing customers. It enhances the quantity and frequency of
purchase that improves the overall profit margin. (Aaker and
McLoughlin, 2009)
Collaborators serve as the medium improving the overall status

16. of the business that’s essential to develop a better marketing.
Suppliers, distributors and business partners are recognized as
the collaborators who participate with an intention to continue a
healthy vendor relationship. We carry out a detailed analysis
knowing the capability of the collaborators before we handle the
responsibilities to the particular agency.
We even understand the real climate of the business that’s
essential to develop the ideal strategies. It includes all the
above-mentioned features like the political environment,
financial aspects etc. that influence the entire business
condition. We possess a strong marketing field where the
professionals are efficient to analyze the climate knowing the
perfect situation.
Finally, we will perform the STP process where we comprehend
how we can relate our business with the competitive market. It
includes 3 features segmentation, targeting and positioning that
together forms the marketing mix.
Market segmentation is the procedure where we divide the large
market into small groups identifying the particular needs for the
product. It helps us to reach the target easily knowing the real
situation of the market.(Dibb and Simkin 2013)
Targeting means the increased attention to a particular segment
with an intention to get higher responses from that area. We
sometimes focus on the selected group of consumers knowing
that they can be the key to unlock the winning position in the
market.
Positioning is to analyze the product gets suitable for which
segment that would be useful to develop a strong marketing
mix. An ideal positioning of the product would be helpful to
gain better profits reaching the desired target.Demographics,
Psychographics are the certain ways to develop the segments
that helps the business to flourish. The marketing professionals
at Angel’s Beauty are the proficient persons who are able to
handle all the features without any errors. Long-Term and Short
Term GoalsThe short term and long-term goals get related to
each other and to achieve the second one it’s

17. important to prepare the previous one successfully.· I have a
plan to increase the budget for advertisement for the next one
year that would be helpful to enhance the promotion.·
Analyzing the trends of purchase for one year that would make
the revenue double in a long run for 5 years.· A short-term goal
to achieve at least 95% positive feedback from the consumers
would be useful to develop a strong infrastructure with more
sales. It can be recognized as the long-term goal for 5
years.Now, certain options that we focus on to manage the
short-term and long-term goals are like:· Number of website
visitors· Increased value of market share· Maintaining a track
for download of the website information· Understanding the
commitment from the customers· Growth rate according to the
competition existing in the market · The adoption prices for
new products in the marketWe are able to handle the entire
situation efficiently and thus we come out as one of the
successful brands with a higher sales rate.SWOT
AnalysisSWOT analysis plays an important role in preparing a
marketing plan It is a tool which can be used to take important
business decisions (Fine, 2009).Here is a detailed SWOT
analysis for my company that reveals some important facts
about Angel’s Beauty. The facts are described here with the
following points:Strength· The strong marketing team is able to
develop the brilliant strategies due to which we get an enhanced
market exposure. Weakness· Sometimes it happens that we are
not able to promote our brand in the way we want to due to
certain internal issues.Opportunities· Using our product, the
Angel’s Green Apple hair oil free from any harmful chemical
substances you can get the opportunity to explore a new identity
for yourself.Threats· The increased competition with the similar
type of products can be a threatening condition and we have to
pay attention to sustain our reputation. So, it concludes here
with the fact that Angel’s Beauty is the brand with all the
exclusive hair and skin care products giving you the rejuvenated
look. ReferencesFine L (2009). The SWOT Analysis. Retrieved
from http://lawrencefine.com/downloads/SWOT%20-

18. %20PDF.pdfDuane et al., (2008). Understanding Business
Strategy: Concepts and cases . Cengage Learning. Business and
EconomicsAaker, D and McLoughlin D (2009). Strategic Market
Management : Global Perspectives. John Miley and Sons .
Business and EconomicsDibb, S and Lyndon, S (2013). Market
Segmentation Success: Make it Happen. Routledge. Business
and Economics