INNOVATIVE LIGHTING INC · TRADITIONAL DIGITAL MARKETING Innovative Lighting Company uses traditional digital marketing because of its longevity hence most people are accustomed to it. Customers’ stills prefer to find advertisements in magazines and newspapers or reading billboards thus this is a motivational factor for the company to keep using the traditional digital marketing to ensure customers are aware of its products and services available. · NEW DIGITAL MARKETING TECHNIQUES Digital marketing also is known as data –driven marketing is a term used to define marketing of products and services using digital technologies on the internet. The Innovative Lighting Company uses new digital marketing techniques such as 1. Mobile marketing is multi-channel online marketing technique focused at reaching a specific audience on their smartphones. It provides customers with time and location sensitive, personalized information that promotes goods and services. 2. Online Display of Advertisement deals with showcasing promotional messages or ideas to the consumers on the internet. This includes advertising blogs and networks. 3. Email marketing is considered a cheap form of digital marketing and it is also a way rapidly communicate a message such as their value proposition to existing or potential customers. 4. Social media marketing: The Company uses social media platform channels such as Facebook, twitters, Telegrams, Pinterest, Instagram, Google+ to market a products or services. REFERENCES 1. Assael, H., Reed, P. and Patton, M. (1995) Marketing: Principles and Strategy Harcourt-Brace, Sydney. 2. Kotler, P. and Armstrong, G. (2001) Principles of Marketing, 9th end, Englewood Cliffs NJ: Prentice Hall, ch. 12, pp. 429–69 and ch. 13, pp. 471–507. 3. The Power of Direct Marketing: ROI, Sales, Expenditures, and Employment in the US, 2009-2010 Edition Running head: MARKETING PLAN 1 MARKETING PLAN 6 Marketing Plan Student’s name University affiliation Marketing Plan Prepare a SWOT analysis SWOT analysis is considered to be a very imperative technique in the gaining of an understanding of the strengths and weaknesses as well as in the identification of the threats and the opportunities that a business or a product is prone to. SWOT analysis is actually used in the business context to assist in the carving of a sustainable niche in the market. It is very powerful due to the capability of assisting a business in uncovering the opportunities that it is well placed to exploit. In addition to this, through understanding the weaknesses that it has, a business can be in a position to manage and eliminate the threats that are likely to catch it unawares. This section looks at the strength, weaknesses, opportunities and threats that Hour glass tra.

1. INNOVATIVE LIGHTING INC
· TRADITIONAL DIGITAL MARKETING
Innovative Lighting Company uses traditional digital marketing
because of its longevity hence most people are accustomed to it.
Customers’ stills prefer to find advertisements in magazines and
newspapers or reading billboards thus this is a motivational
factor for the company to keep using the traditional digital
marketing to ensure customers are aware of its products and
services available.
· NEW DIGITAL MARKETING TECHNIQUES
Digital marketing also is known as data –driven marketing is a
term used to define marketing of products and services using
digital technologies on the internet. The Innovative Lighting
Company uses new digital marketing techniques such as
1. Mobile marketing is multi-channel online marketing
technique focused at reaching a specific audience on their
smartphones. It provides customers with time and location
sensitive, personalized information that promotes goods and
services.
2. Online Display of Advertisement deals with showcasing
promotional messages or ideas to the consumers on the internet.
This includes advertising blogs and networks.
3. Email marketing is considered a cheap form of digital
marketing and it is also a way rapidly communicate a message
such as their value proposition to existing or potential
customers.
4. Social media marketing: The Company uses social media
platform channels such as Facebook, twitters, Telegrams,
Pinterest, Instagram, Google+ to market a products or services.

2. REFERENCES
1. Assael, H., Reed, P. and Patton, M. (1995) Marketing:
Principles and Strategy Harcourt-Brace, Sydney.
2. Kotler, P. and Armstrong, G. (2001) Principles of Marketing,
9th end, Englewood Cliffs NJ: Prentice Hall, ch. 12, pp. 429–69
and ch. 13, pp. 471–507.
3. The Power of Direct Marketing: ROI, Sales, Expenditures,
and Employment in the US, 2009-2010 Edition
Running head: MARKETING PLAN
1
MARKETING PLAN
6
Marketing Plan
Student’s name
University affiliation
Marketing Plan
Prepare a SWOT analysis
SWOT analysis is considered to be a very imperative technique
in the gaining of an understanding of the strengths and
weaknesses as well as in the identification of the threats and the
opportunities that a business or a product is prone to. SWOT
analysis is actually used in the business context to assist in the
carving of a sustainable niche in the market. It is very powerful

3. due to the capability of assisting a business in uncovering the
opportunities that it is well placed to exploit. In addition to this,
through understanding the weaknesses that it has, a business can
be in a position to manage and eliminate the threats that are
likely to catch it unawares. This section looks at the strength,
weaknesses, opportunities and threats that Hour glass traffic
lights are prone to.
One of the strengths of the Hour glass traffic lights is that they
have a sensible interactive design. The LED lights are designed
in such a way that they trickle down like sand in a virtual
hourglass and thus thereby assists an individual to know when
the light is about to change (Beale, 2010). The other strength
that is associated with the Hour glass traffic lights is that it
enables people to see how long they are supposed to wait or
notify them to hurry up. It is effective since people do not have
to read from numbers. The other strength is that countdown
number 3, 2, 1, appears while the yellow light turns on and this
serves as a warning to the people to either get ready to go or to
stop.
One of the weaknesses of the Hour glass traffic lights is that it
is confusing for people to know when it is time to stop or to get
ready to go. Having a simple numerical countdown or another
design like that of Damjan Stankovic can be better in terms of
clarity. The other weakness is that the Hour glass traffic lights
is not virtually appealing.
One of the opportunities that Hour glass traffic lights has the
opportunity of carrying out more research in order to increase
design a more innovative system that could be easy to use and
assist in reducing confusion among the drivers and the
pedestrians.
One of the threats of the Hour glass traffic lights is that it is
likely to be overtaken by other LED lights company who makes
designs that are more virtually appealing and less confusing
(Price, 2010).
Competitive analysis using Five Competitive Forces
The porter’s five competitive forces refers to the framework

4. that is employed in carrying out an analysis of the level of
competition that is present in a certain industry and the strategy
for the business development. These five competitive forces in
the industry include the threats of other substitutes, threat of the
rivals who are established, threat of new entrants in the
industry, the bargaining power of the suppliers and the
bargaining power of the customers. In the threats of new
entrants, the markets that are highly profitable usually attract
many of the new firms. This results to the reduction in the level
of profitability of all the firms that are in the industry. If the
entry of other companies is not blocked, the abnormal profit
that the Hour glass traffic lights get will trend towards zero as a
result of the perfect competition.
In the threat of substitutes, if there are other products in the
market that can be used as the Hour glass traffic lights; chances
are that the propensity of the customer to change to the
alternative products will be high. In this case, the traditional
traffic lights can be used as an alternative to the hourglass
traffic lights depending on the availability of the close
substitute, depreciation of quality, the switching costs of the
buyer, and the propensity of the buyer to substitute and also the
relative price performance of the substitute (Shaw, 2009).
The bargaining power of the customers refers to the market of
the outputs. The capability of the customers to put the firm
under pressure usually affect the sensitivity of the customer to
the changes in the price. The Hour glass traffic lights can put in
place measures such as implementing a loyalty program in order
to reduce the power of the buyers. The power of the buyers is
said to be high of they have many alternatives and low when
they are independent. Some of the factors that affects the
bargaining power of the customers include the bargaining
leverage, availability of substitute products, price sensitivity
among the buyers, analysis of the customer value, the costs that
the buyers are likely to incur as a result of switching to other
firms, level of dependency on the various existing levels of
distribution and also the total trading activities.

5. The bargaining power of the suppliers refers to the market of
the inputs. Suppliers of the labor, raw materials, expertise and
components in the firm can serve as a source of power over the
firm when there are only a few substitutes in the market. The
increase in the prices by the suppliers at hour glass traffic lights
company can affect the prices of the product resulting to an
increase in the prices. Suppliers at times may not be willing to
work with a particular firm and can even go to the extent of
charging prices that are excessively high for the resources that
are unique and this can greatly affect the competitiveness of the
company.
In most of the industries, the intensity of the rivalry in the
industry plays a very great role in the determination of the
nature of competitive in the industry. Some of the potential
factors that affects the industry rivalry include level of the
advertising expenses, the concentration ratio of a firm,
competition between the online and the offline companies, the
level of transparency, sustainable competitive advantage as a
result of innovation and the power of the competitive strategy
that has been adopted by an organization (Porter, 2014). In this
case, if hour glass traffic lights invests heavily in advertising,
focuses on transparency, adopts a very powerful competition
strategy and is innovative enough such that it is able to have a
substantial competitive advantage over its rivals in the market,
it will be in a position to remain competitive in the market and
hence attain a large market share.

6. References
Beale, S., (2010). Hourglass LED Traffic Light Design Concept.
Retrieved from https://laughingsquid.com/hourglass-led-traffic-
light-design-concept/
Porter, M. (2014). Competitive strategy : techniques for
analyzing industries and competitors. Free Press.
Price, A., (2010). Would an Hourglass Traffic Light Work
Better? Retrieved from https://www.good.is/articles/would-an-
hourglass-traffic-light-work-better
Shaw, R. (2009). Soft sift in an hourglass : stories of hope and
resilience at the end of life. Singapore: Armour Pub.