Assignment 4 Part D Your Marketing Plan – Video Presentation.docx

Assignment 4: Part D: Your Marketing Plan – Video
Presentation
Imagine that you are pitching your hypothetical service-based
company’s marketing plan to the Shark Tank Team for possible
investment. Use a tablet, smartphone, laptop, desktop, or
traditional video recorder to record a three to five (3-5) minute
dynamic video in which you present your full marketing plan
from Assignments 1, 2, and 3.
Note: If you are using a tablet or smartphone you will need to
email the video file to yourself, then save it to a computer in
order to upload to Blackboard. You may want to upload your
video to a file sharing service, such as Dropbox, if your email
will not let you send a large video file. Dropbox is accessible
from all smartphones and tablets from the Dropbox app.
Once you are ready to upload your video to Blackboard, please
use the following naming convention in the popup window for
your video once it is finished uploading:
· Title: Your First Name, Your Last Name - Shark Tank
Investment Video Pitch
· Tags: MKT500, Shark Tank
· Description: First Name, Last Name - MKT500 Assignment 4
(Date Uploaded ex. 5-23-2014)
Note: Check with your professor for any additional instructions.
If you do not have access to a video camera or necessary
hardware to complete this assignment, please contact your
professor.
Note: If you receive an "Error while uploading" message and
you are unable to upload your video file, let your instructor
know right away. You can send the file in an alternate way such
as sending it to your instructor's email via a file sharing service
such as Google Drive, or you can upload your video file to a
video sharing service such as YouTube and then send the link to
your instructor to view it from.If your video is unable to upload

to any of these sources either, your computer may have
insufficient bandwidth to upload video, and you should copy the
file to a thumb drive and send it from a different computer or
mobile device.
Tips to prepare for your video:
· Create note cards
· Practice in front of a mirror and / or friends
· Review materials thoroughly
· Be persuasive
· Be professional
· Be creative
· Have fun!
Create a two to five (2-5) minute video presentation in which
you:
1. Present the major points of your marketing plan.
2. Project your voice in order to clearly convey your ideas.
3. Present in a professional manner.
4. Use technology (e.g., i.e. audio quality, video quality,
naming conventions) to convey ideas.
5. Use voice inflection and proper grammar.
The specific course learning outcomes associated with this
assignment are:
· Analyze the marketing framework including the concepts of
the 5Cs, STP, and 4Ps.
· Develop strategies to assess performance and achieve
marketing goals.
· Create an effective marketing plan.
· Examine the marketing science of customer behavior and
products in the marketing exchange process and create dynamic
strategies for competing.
· Evaluate the basis for market segmentation and approaches to
segmentation.
· Evaluate target customer segments and positioning products
within these segments.
· Develop branding strategies for existing and new products.
· Develop pricing strategies and distribution channels for

products.
· Analyze integrated marketing communications and its
relationship to advertising strategy.
· Evaluate marketing research tools involved in the marketing
process.
· Use technology and information resources to research issues in
marketing management.
NOTE:
This work inspire me: As example For my Screen presentation
(https://www.youtube.com/watch?v=aQIt75yYFSA)
For my Assignment 4 part D: GRAVITY TECHNOLOGY
MARKETING PLAN-video presentation
https://www.youtube.com/watch?v=aQIt75yYFSA
USE THIS FOR SPEECH AND IN BLUE FOR SREEN
PRESENTATION(tigger001) done this.
https://www.coursehero.com/file/17893537/Final-Assignment-
Instructionsdocx/
Attached: Assignments 1 ,2, and 3
Assignment 4 part D: GRAVITY TECHNOLOGY MARKETING
PLAN- Video presentation
To be done: A- speech text presentation I may use for the
video
Example of tigger001 work

done(https://www.coursehero.com/file/17893537/Final-
Assignment-Instructionsdocx/
B- PowerPoint or screen note card (I attached
example)
SOC313 AssignmentSummative Assessment
To complete this assignment, read the scenario below and
address the specific questions and issues indicated. Review
the SOC313 Family Document for specific information on each
member of the family.
Grandmother Ella has had cancer for years now and has
followed alternative remedies from the time she was first
diagnosed. Ella had a period of remission; however, the cancer
returned and has metastasized to her bones, liver, and lungs.
She is in the hospital after collapsing from weakness. She is
being released from the hospital as she wishes to spend her last
days and months at home. Ella has her preferences for care,
though she is now so weak that she has given up in many ways.
The family members are each experiencing their own fears and
are grieving as they face the loss that will occur when Ella’s
life ends. Ella feels stressed by the discord and discomfort of
family members.
For this final assignment, you are the social worker for this
case. You meet this family in the hospital setting. You learn
that Ella wants to return home with care from the Hospice nurse
and health aide. Ella’s husband also wants her to return home;
however, several of her children and their spouses want Ella to
remain in the hospital or move to a nursing home so she gets
professional care.
For this assignment, you are required to use the outline form
with subtopic headers from the Week 3 assignment. Address
the following items in your work:
1. Synthesize the current research that is relevant to this
scenario. Discuss the current practices for end of life and
palliative care from the Western Medicine as well as the

Complementary and Alternative Medicine perspectives.
2. Comprehensively discuss the cultural and/or traditional
issues that could arise at this time. Consider how the
integration of Complementary and Alternative Medicine and
beliefs, mainstream medical practices, and cultural/traditional
rituals and practices might create issues and what they might
include.
· Describe how the family might react to each of the following
possible scenarios:
· Ella wishes to continue the Complementary and Alternative
practices.
· Ella is coerced into following mainstream medical advice.
· Ella’s husband, John, insists that, as father and husband, his
family traditions should be followed.
· Examine the biological basis for care and describe how the
choices for care might affect the other family members with
respect to their individual problems, if at all.
· Son Sam, the alcoholic
· Daughter Lila, with Type II diabetes
· Grandson Josh, starting to have drug problems
· Granddaughter Lucy, bipolar with more entrenched drug
problems
· Daughter-in-law, Sarah’s stress related to her family’s medical
issues (son with leukemia and brother with HIV)
3. Discuss the micro, meso, and macro influences affecting both
the patient and the diverse family members in this scenario as
impacted by Ella’s medical condition and prognosis.
· What are the pertinent and likely family (micro) conflicts and
differences, and concerns that could be encountered?
· How is the neighborhood and extended family (meso) reacting
to the situation?
· Using your local area, research and discuss two community
resources (macro) that support Ella’s needs for care and/or
improve her quality of life. Evaluate the ability of these
community resources to meet the needs of this diverse family’s
circumstances adequately.

4. Discuss the relevant medical issues and the advantages and
disadvantages of hospital versus home. In this case, when
discussing medical issues use appropriate medical terminology.
5. Discuss the psychological and social issues that are present
and will possibly be more pronounced at this stressful time.
How has the fact that this illness has been ongoing (chronic)
affected the family?
6. Analyze the current scenario as it pertains to diversity, as
well as to cultural, psychological, and social perspectives and
influences, taking into account the stories that you have been
discussing throughout the course.
7. Discuss the impact of lifespan development on the
perspectives of the various members of the family (i.e., their
intellect, cognitive abilities, insight, and judgment) as well as
their sociocultural perspectives, preferences, understandings,
and positions on the situation.
The Final Paper
· Must be 8 to 10 double-spaced pages in length (not including
title and reference pages) and formatted according to APA style.
· Must include a separate title page with the following:
· Title of paper
· Student’s name
· Course name and number
· Instructor’s name
· Date submitted
· Must use five scholarly sources in addition to the course text
(six total).
· Must document all sourced material in APA style as outlined.
· Must include a separate reference page that is formatted
according to APA style as outlined.
S
OC
3

13
Assignment
Summative Assessment
address the specific questions and
issues indicated. Review the
SOC313 Family Document
for specific information on each member of
the family.
followed alternative remedies from the time
she was first diagnosed.
Ella had a period of remis
sion; however, the cancer returned and has
metastasized to her bones, liver, and lungs.
She is in the hospital after collapsing from
weakness.
She is being released from the hospital as she wishes to spend
her last days and
months at home.

Ella has her
preferences for care, though she is now so weak that she has
given
up in many ways.
The family members are each experiencing their own fears and
are grieving as
they face the loss that will occur when Ella’s life ends.
Ella feels stressed by the discord
and
discomfort of family members.
case.
You meet this family in the hospital
setting.
You learn that Ella wants to return home with care from the
Hospice nurse and health
aide.
Ella’s husba
nd also wants her to return home; however, several of her
children and their
spouses want Ella to remain in the hospital or move to a nursing
home so she gets professional
care.

with subtopic h
eaders from the Week 3
assignment.
Address the following items in your work:
1.
Synthesize the current research that is relevant to this scenario.
Discuss the current
practices for end of life and palliative care from the Western
Medicine as well as the
Com
plementary and Alternative Medicine perspectives.
2.
Comprehensively discuss the cultural and/or traditional issues
that could arise at this
time.
Consider how the integration of Complementary and Alternative
Medicine and
beliefs, mainstream medical practice
s, and cultural/traditional rituals and practices
might create issues and what they might include.
§
Describe how the family might react to each of the following

possible
scenarios:
§
Ella wishes to continue the Complementary and Alternative
practices.
§
Ella is
coerced into following mainstream medical advice.
§
Ella’s husband, John, insists that, as father and husband, his
family
traditions should be followed.
§
Examine the biological basis for care and describe how the
choices for care
might affect the other famil
y members with respect to their individual
problems, if at all.
§
Son Sam, the alcoholic
§
Daughter Lila, with Type II diabetes

§
Grandson Josh, starting to have drug problems
§
Granddaughter Lucy, bipolar with more entrenched drug
problems
§
Daughter
-
in
-
law, Sarah’
s stress related to her family’s medical issues
(son with leukemia and brother with HIV)
SOC313 Assignment
Summative Assessment
address the specific questions and
issues indicated. Review the SOC313 Family Document for
specific information on each member of
the family.
followed alternative remedies from the time
she was first diagnosed. Ella had a period of remission;
however, the cancer returned and has
metastasized to her bones, liver, and lungs. She is in the
hospital after collapsing from
weakness. She is being released from the hospital as she wishes
to spend her last days and

months at home. Ella has her preferences for care, though she
is now so weak that she has given
up in many ways. The family members are each experiencing
their own fears and are grieving as
they face the loss that will occur when Ella’s life ends. Ella
feels stressed by the discord and
discomfort of family members.
case. You meet this family in the hospital
setting. You learn that Ella wants to return home with care
from the Hospice nurse and health
aide. Ella’s husband also wants her to return home; however,
several of her children and their
spouses want Ella to remain in the hospital or move to a nursing
home so she gets professional
care.
with subtopic headers from the Week 3
assignment. Address the following items in your work:
1. Synthesize the current research that is relevant to this
scenario. Discuss the current
practices for end of life and palliative care from the Western
Medicine as well as the
Complementary and Alternative Medicine perspectives.
2. Comprehensively discuss the cultural and/or traditional
issues that could arise at this
time. Consider how the integration of Complementary and
Alternative Medicine and
beliefs, mainstream medical practices, and cultural/traditional
rituals and practices
might create issues and what they might include.
scribe how the family might react to each of the following
possible
scenarios:
practices.

ather and husband, his
family
traditions should be followed.
choices for care
might affect the other family members with respect to their
individual
problems, if at all.
olic
problems
-in-law, Sarah’s stress related to her family’s
medical issues
(son with leukemia and brother with HIV)
Assignment 4: Part D- Your Marketing Plan – Video
Presentation
Name of The Student………..
Course……………
Quarter………
Professor’s Name………….
1

Gravity Technology Marketing Presentation
2
Samuel Moore "Sam" Walton (March 29, 1918 – April 5, 1992)
was an American businessman and entrepreneur best known for
founding the retailers Walmart and Sam's Club. In 1945, after
leaving the military, Walton took over management of his first
variety store at the age of 26. With the help of a $20,000 loan
from his father-in-law, plus $5,000 he had saved from his time
in the Army, Walton purchased a Ben Franklin variety store in
Newport, Arkansas. The store was a franchise of the Butler
Brothers chain.
2
3
Sam Walton was the transformational leader that helped him in
influencing and affecting the behavior and attitudes of

employees or followers in an effective and more systematic
manner. For example, with the help of transformational
leadership, the attitude and behavior of followers were
influenced by me in enhancing the morale and performance of
followers through a several ways. On the other hand, it should
also be noted down that, the transformational leadership style
helped me in changing the negative behavior and attitude of
followers and employees directly or indirectly. For case,
through this style of leadership, the followers, employees and
others people were motivated by Sam Walton to work in a group
for the fulfillment of organizational goals effectively.
Transformational perceptions of Sam Walton also helped him to
focus on individual, team or company goals by aligning
employee’s goals with these goals. Hence, it can be said that,
with the help of transformational style of leadership, followers
or team members’ values, moral and organizational performance
were also improved by him effectively. At the same time,
through this transformational leadership style, followers or team
members were inspired by him to change perceptions, values,
expectations, and motivated them to work towards a collective
outcome. On the basis of this, it can be said that, this style of
leadership helped the employees or followers to improve
workplace attitude and behavior so that they can perform well
in the organization for the overall success in an effective and
proper manner
3
4
Sam Walton was proficient to avoid frustration as well stress to
perform their responsibilities in an effective manner. Sam
Walton has the aptitude to make effective decisions for the

welfare of the organization and workforce. These all skills made
Sam Walton an effective leader. He also said that, moral and
ethical rules should be used in order to avoid challenges. Sam
Walton was a good communicator that helped him in the success
of the company. Sam Walton was active, expressive, and
vigorous for the growth and success of the business
organization. Along with this, he was also optimistic and
release to adopt change for the growth of the businesses
4
Assignment 4: Part D: Your Marketing Plan – Video
Presentation
Imagine that you are pitching your hypothetical service-based
company’s marketing plan to the Shark Tank Team for possible
investment. Use a tablet, smartphone, laptop, desktop, or
traditional video recorder to record a three to five (3-5) minute
dynamic video in which you present your full marketing plan
from Assignments 1, 2, and 3.
Note: If you are using a tablet or smartphone you will need to
email the video file to yourself, then save it to a computer in
order to upload to Blackboard. You may want to upload your
video to a file sharing service, such as Dropbox, if your email
will not let you send a large video file. Dropbox is accessible
from all smartphones and tablets from the Dropbox app.
Once you are ready to upload your video to Blackboard, please
use the following naming convention in the popup window for
your video once it is finished uploading:
· Title: Your First Name, Your Last Name - Shark Tank
Investment Video Pitch
· Tags: MKT500, Shark Tank
· Description: First Name, Last Name - MKT500 Assignment 4
(Date Uploaded ex. 5-23-2014)
Note: Check with your professor for any additional instructions.
If you do not have access to a video camera or necessary

hardware to complete this assignment, please contact your
professor.
Note: If you receive an "Error while uploading" message and
you are unable to upload your video file, let your instructor
know right away. You can send the file in an alternate way such
as sending it to your instructor's email via a file sharing service
such as Google Drive, or you can upload your video file to a
video sharing service such as YouTube and then send the link to
your instructor to view it from.If your video is unable to upload
to any of these sources either, your computer may have
insufficient bandwidth to upload video, and you should copy the
file to a thumb drive and send it from a different computer or
mobile device.
Tips to prepare for your video:
· Create note cards
· Practice in front of a mirror and / or friends
· Review materials thoroughly
· Be persuasive
· Be professional
· Be creative
· Have fun!
Create a two to five (2-5) minute video presentation in which
you:
1. Present the major points of your marketing plan.
2. Project your voice in order to clearly convey your ideas.
3. Present in a professional manner.
4. Use technology (e.g., i.e. audio quality, video quality,
naming conventions) to convey ideas.
5. Use voice inflection and proper grammar.
The specific course learning outcomes associated with this
assignment are:
· Analyze the marketing framework including the concepts of
the 5Cs, STP, and 4Ps.
· Develop strategies to assess performance and achieve
marketing goals.
· Create an effective marketing plan.

· Examine the marketing science of customer behavior and
products in the marketing exchange process and create dynamic
strategies for competing.
· Evaluate the basis for market segmentation and approaches to
segmentation.
· Evaluate target customer segments and positioning products
within these segments.
· Develop branding strategies for existing and new products.
· Develop pricing strategies and distribution channels for
products.
· Analyze integrated marketing communications and its
relationship to advertising strategy.
· Evaluate marketing research tools involved in the marketing
process.
· Use technology and information resources to research issues in
marketing management.
NOTE:
This work inspire me: As example For my Screen presentation
(https://www.youtube.com/watch?v=aQIt75yYFSA)
For my Assignment 4 part D: GRAVITY TECHNOLOGY
MARKETING PLAN-video presentation
https://www.youtube.com/watch?v=aQIt75yYFSA
USE THIS FOR SPEECH AND IN BLUE FOR SREEN
PRESENTATION(tigger001) done this.
https://www.coursehero.com/file/17893537/Final-Assignment-
Instructionsdocx/

Attached: Assignments 1 ,2, and 3
Assignment 4 part D: GRAVITY TECHNOLOGY MARKETING
PLAN- Video presentation
To be done: A- speech text presentation I may use for the
video
Example of tigger001 work
done(https://www.coursehero.com/file/17893537/Final-
Assignment-Instructionsdocx/
B- PowerPoint or screen note card (I attached
example)
Running head: MARKETING PLAN
1
MARKETING PLAN
8
Marketing Plan
Name
Institution
Marketing Plan
A marketing plan is essential for the business as it helps in the
creation of awareness of the service or the goods that the
company offers. The role that marketing plan plays is important
and this means that the firm has to consider the different aspects
of marketing that they would like to integrate. It helps in
reaching to the target customers, as there is the segmentation of
the market to suit the needs of the customers. The identification

of the need for the technology products by Gravity Technology
is important as it helps in the creation of the strategies that meet
the needs of the company and that of the customers. The writing
down of the specific guides of the company ensures that there is
the laying down of the goals of the enterprise and this helps in
increasing efficiency.
Branding, Pricing, and Distribution Strategy
Branding
The branding strategy that the company employs is the use of
the brand managers that help in the communication of the
characteristics of the products to the target market. The use of
the brand managers is necessary as they portray the value of
using the products of the company and this means that there is
the increase in the base of the clients that consume the product.
The dealing with the customers on a one on one basis and the
portrayal of the confidence of the group assists in increasing
value.
Pricing Strategy
The pricing strategy that the company uses is the strategy of
penetration, and this is where there is the offering of low prices
for the products that it offers. The strategy is important as it
ensures that there is the increase in competition in the market
and that the customers are made aware of the products that the
company offers (Moorman & Day, 2016). The penetration
strategy is important as it creates the familiarization of the
products and helps in increasing chance of gaining a market
share. It also helps in the driving of profits for the company as
the business gets to be unique in the market.

Distribution Strategy
The strategy that the firm uses in distribution is the intensive
distribution, and this is line with the pricing strategy. It means
that the firm focuses on the strategy that will meet the needs of
the market that they target. It is so because the target market
through the use of the penetration strategy increases as there is
the growing awareness of the product in the market. There is the
anticipation of the growth in sales, and this makes it important
to ensure that the goods get to the clients at the required time. It
also ensures that there is increased customer satisfaction from
the delivery of the services.
Major Company Competitors
Competition in the technology industry is stiff, and this is
especially from the firms that are fully established in the
market. The main rivalries that the company is likely to face
are Amazon, IBM, and Apple, and they are classified as intra-
competitors as there is a similarity in the products offered. The
competitors are giants in the market, and this means that there
is need to observe the different strategies that they use to meet
the needs of the customers. The identification of the strengths
and the weaknesses that the competitors have is important as it
helps in the evaluation of the strategies that the company is
likely to use. Some of the strengths of the competitors include
the image of the brand that they have built as this goes a long
way in ensuring that there is the maintenance of market share in
the market (Ishtiaq Ishaq & Munazer Hussain, 2016). The
margins of profits for the competitors are also high, and this
means that they have increased chances of increased production
of the software and the hardware meaning that they meet the
demand in the market. There is also the growth in the

innovation of the products, and this means that they get to meet
the needs of the market.
Some of the weaknesses that the competitors face are the
increased number of entrants in the market, and this means that
they face the challenge of the decreased sales. The customers
might prefer to deal with the new entrants due to the
personalized services that they get. The networks of distribution
that are also used by the competitors might have limitations on
the policies that they use, and this means that there is the
creation of the opportunity for the company to grow where the
strategy of distribution is efficient. The increased prices of the
competitors discourage the customers creating an opportunity
for the entrant to capture the market.
Differentiation Strategy
The differentiation strategy that Gravity Technology uses is
important as it ensures that the services that the company offers
the clients are unique. It enhances the quality of the products
sold, and this makes sure that the company remains competitive.
The positioning of the Gravity technology products will ensure
that there is a distinction between those that Apple produces
and this is through offering of the goods at an attractive price.
The establishment of the cost analysis ratio is critical in the
identification of the features that the product should have. It
ensures that there is effective decision making on the pursuing
of the strategy and the identification of the additional features.
The differentiation of the products also looks at the process of
production where there is the use of the unique technology that
helps in the creation of value of the products. The focus is on
the identification of the target market and the characteristics
that they show as through the goods offered to continue to gain

profitability. Competition is also important in the identification
of differentiation where it focuses on the positioning of the
products in the market (Shao, 2015). It creates the importance
required to enhance the reflection of the company in the market.
The design of outputs is also unique and attractive as it helps in
making sure that there is the practicality of the strategy that the
company uses in differentiation. The constant observation of the
changes in the market ensures that there is the continuous
innovation of the strategies to use.
Leader or Follower
The intention of the company is to become a leader in the
market, and this is where there is there is the constant update of
the processes of the company to get a market share in the
enterprise. The maintenance of the leadership position requires
that there is an increase in the efforts of the company in making
sure that there is the determination of the advantages in the
market. It means that the company has to stay focused on the
methods that they use in the production of the goods and
services and to remain radical on the different processes. The
enabling of the processes is important as it ensures that there is
the evaluation of the revenues and the expenditures that the
company incurs and this assists in the adoption of the new
technologies helping to gain the leadership in the market.
The representation of the different concepts of the business is
important as it ensures that there is need to build a robust
market. The company abilities to identify the complexities that
exist in the market help in the creation of strategies that
enhance the innovation in the enterprise (Ejdys, 2015). The
coordination in the company is strategic for the leadership of
the company as it ensures that there is an evaluation of the
chain that is important to the success of the business. The

discovering of the different opportunities in the market and the
strategies that the competitors use in the capturing of the
competition ensures that there is the creation of relationships
that are sustainable with the consumers. There is a need for the
market to identify the processes that they should use gaining the
biggest market share.
Social Media Strategies
Social media marketing is important as it enables the company
to reach a wider target market. It helps increase the interaction
of the customers with the brand in the market and in this case
ensure that there is the meeting of the interests of the target
group. Internet marketing helps the company to meet the goals
of branding and allows for the sharing of the purpose of the
business (Sztangret, 2016). It is important that there is the
incorporation of the tools of social; marketing while developing
the plan of the company as it is through this that there is the
reaching to a broad target market.
The use of Facebook in planning creates the awareness of the
existence of the products, and this ensures that there is the
popularization of the products that the company sets to launch.
The use of Twitter is also an important tool that helps in
increasing traffic to the enterprise websites and the attraction of
the potential clients to the enterprise. The content that the
company uses in the creation of the site ensures that there is
proper planning and that the links are given direct the clients to
the enterprise's website. The social networks also help in
portraying the company in a positive light giving value to the
brand.
Integrated Marketing Communications
Integrated marketing communications are the tools that the firm

uses in reaching out to the potential customers. The aim is to
ensure that the customers are aware of the products that the
company produces. With the utilization of the integrated
marketing, there is the linking of the messages and the
communications that the company wants to pass. Advertising by
the firm is linked to the prospects that the customers make on
the different products, and this is important as it ensures that
there is the meeting of the needs of the market. The use of
public relations by the company ensures that there is the
maintenance of the relationships that are meaningful in the
building of the enterprise. It helps in portrayals of the vision
and the mission of the organization, and this is critical for the
improvement of the perception of the public towards the
company (Keller, 2016). The use of mailings targeted to the
specific clients is an advantage to the business as they get to see
the response from the advertising that the firm does. It ensures
that there is sending the messages that meet the clients’ needs
by answering the different queries on the products of the
organization. It is linked to advertising for the company as
there is the provision of the website link and as such people are
in a position to make decisions regarding their consumption of
the products.
The development of the different strategies such as the
distribution and the branding and pricing strategies are critical
in ensuring that there is the creation of competition in the
market. The focus on the needs of the consumers in the market
and the goods that they require enhances the competitiveness of
the company. It means that they are in a position to fight
competition in the market and at the same time deliver on the
promises of the enterprise. There is focus on the innovation
strategies that ensure that the company becomes a leader in the
market and this together with the integrated marketing
communications used help in positioning the company in the
market.

References
Ejdys, J. (2015). Marketing Orientation Vs. Innovativeness Of
Smes Of The Podlaskie
Province. Business: Theory & Practice, 16(4), 353-361.
doi:10.3846/btp.2015.563
Ishtiaq Ishaq, M., & Munazer Hussain, N. (2016). Creative
Marketing Strategy And Effective
Execution On Performance In Pakistan. Rae: Revista De
Administração De
Empresas, 56(6), 668-679. doi:10.1590/S0034-759020160608
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doi:10.1080/00913367.2016.1204967
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Excellence. Journal Of
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Shao, X. (2015). Product differentiation design under sequential
consumer choice
process. International Journal Of Production Research, 53(8),
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doi:10.1080/00207543.2014.951091
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On The Example Of It Sector. Acta Scientiarum Polonorum.
Oeconomia, 15(4), 157-169.

Running head: MARKETING
1
MARKETING
2
Marketing
Name
Institution
Marketing
Gravity Technology focuses on selling the computer hardware
and software and this assists in meeting the demands that many
companies have of increasing their innovations. It means that
there is focus on the growth of the sales of the company and
making sure that there is an increase in presence in the market.
A brand strategy is important as it helps the company to focus
on the achievement of the goals set. The brand of a company is
said to be intangible, but it is what the customers are known to
identify with. It helps in the differentiation of the functions of
the business with the others, and as such, there is the creation of
value. Having a brand strategy ensures that there is the
definition of the promises that the company makes to the clients
and it helps in conveying of the promises of the enterprise. A
company brand is known to help in the interaction of the
business with customers in the market.
Brand Strategy

The purpose of the Gravity Technology brand strategy is to
ensure that there is communication with the potential customer
being that they have profiled their clients and they deal with the
corporations. The tactic that the company should implement is
the use of brand managers that helps in the communication of
the objectives of the enterprise. The tactics assist in driving the
management of the budgets and ensuring that there is a proper
mix for increasing the sales of the business (Iacobucci, 2014).
Logos helps in the identification of the enterprise and for
Gravity Technology is a picture of the globe as the ultimate
goals for the company is to be global. The slogan for the
company is to become your trusted partner in information
technology as the primary focus for the company is to provide
quality services to the clients. The brand extension that the
company uses is the IBM as it a well-known brand in the
market, and this means that people will quickly identify with
the products.
Marketing Strategy
The strategy that the company is going to implement is the
relationship marketing where the focus is interacting with the
clients and finding their unique needs. It is a better strategy
than the use of transactional marketing as the needs of the
customers is identified helping to build meaningful
relationships. The clients identify with the brand, and this
means that they will prefer the products offered as there is a
personalized service. It creates customers loyalty, and this
encourages the sales of the company (Rocks, Gilmore & Carson,
2005). With the improvement in technology, it is easy for the
formation of relationships with the customers as there is
tracking of the information of the customers and their
perception towards the products. Appreciating the customers
and the efforts that they make towards ensuring that the
company is successful is important, as they feel that they are a

partner in the functions of the organization.
Implementation Timetable
Activity
Timeline
February
Strategic Marketing Plan
1Month
March
Unit managers review of the marketing plans
2 weeks
March
Consolidation of Relationship Marketing
2 weeks
April
Rolling out of the strategy
1 month
The timetable is important in strategy as it helps in planning the
activities to be carried out by the company. It ensures that there
is productivity in the organization as the timelines keep the
employees updated on the various strategies to be implemented.
Positioning Statement
A positioning statement is important in a marketing strategy as
it helps in ensuring that the company is aware of the objectives
that they would like to achieve. It is important in
communications as it assists in telling the customers what the
business does and for whom the services are offered (Sheth,
2012). It helps in showing the competition that exists in the
market and the uniqueness of the products that the company
offers. Having a statement that is differentiating assists in the

creation of clarity, continuity, and consistency in reaching out
to the customers. It makes it easy to separate the markets and
have better ways of management. It also helps in the generation
of ideas, and this makes it realistic to compete with the
different competitors, as the products sold are superior to those
of the competitors. The statement for Gravity Technology is:
“For companies that are technology engineered, gravity
technology makes sure that the software and hardware needs are
met. Unlike the traditional software providers, gravity
technology creates convenience for clients, with the decreased
prices there is increased the selection of the products".
High Quality
xxx
Low Price
High Price
xxx
Low Quality
Perceptual Map
The map is an important strategy as it shows the goals of the
company where there is the focus of selling quality products at
an affordable price. It helps in setting the priorities of the
business as they are focused towards the increase of the

satisfaction of the customers and the retention of relationships
that are long lasting (Heilman, Bowman & Wright, 2000). The
positioning statement makes a difference, as there is the
identification of the strengths of the company in the provision
of their services.
Consumer Behavior
The behavior of the consumers is important in the determination
of the strategies that a company should use in understanding
their environment of operation and the need to purchase the
products. The computer hardware and software are a necessity
for the enterprise, and this implies that it is important to
understand the motivation of the purchase decisions and the
improvement of the campaigns that the company needs to make
in communicating with the clients (Zou & Volz, 2010). In the
case, there is a high demand for the business products, and this
implies that is important to understand the behavior that the
consumers exude. The target market has a strong need for
technology products, and this means that they are constantly
comparing the process and the quality of the software to those
of the competitors.
The knowledge of the products and promotion helps in
increasing the consumption levels of the clients, and this helps
in the observation of their habits. The increase in the awareness
of the operation of the products is an advantage to the company
as the clients are aware of the benefits that they get from the
purchase of the goods. The positioning statement is right for
customers as they have a high affinity for high quality goods
that have favorable prices (Noseworthy & Trudel, 2011). The
slogan and the brand extension help in creating confidence
among the clients that they can rely on the company for the
provision of quality products. It ensures that the clients identify

with the brand helping to make wise decisions when it comes to
the purchasing of the products.
Company Mission and Introduction
“Our mission is to sell quality products that are efficient to
achieve the objectives of the client while making the operation
environment effective.”
Introduction
Gravity Technology is a partner to many businesses in the
provision of technological solutions that helps in ensuring
quality products in software and hardware are availed to the
clients. The staffs in the company are experienced in the
handling of the issues that arise in the management of the
computer problems, and this means that there is quality in the
provision of the services. The model that the company uses is
proven to increase the satisfaction levels, and this helps in
increasing the time in which the queries of the clients are
solved. There is the assurance that the clients will get quality
products and services at low prices. The company employs the
best practices that help in solving any technological problems
that might arise and helping in the development of applications
that are favorable. The installation of the different programs
and the repairs done is one of the focuses of the company, and it
helps in the elimination of any complications that might affect
the operations of the business.
The focus of the company is the creation of long-term
relationships with the clients, and this helps in giving quality
service and increases the levels of customer retention. The
relationships are important in understanding the needs of the
customers better and growing the level of service offered. It
also helps in coming up with the solutions that are cost

effective both for the customer and the business.
References
Heilman, C. M., Bowman, D., & Wright, G. P. (2000). The
evolution of brand preferences and choice behaviors of
consumers new to a market. Journal of Marketing Research,
37(2), 139-155. doi:10.1509/jmkr.37.2.139.18728
Iacobucci, D. (2014). MM4: Marketing Management (4th ed.).
Mason, OH: South-Western Cengage Learning.
Noseworthy, T., & Trudel, R. (2011). Looks interesting, but
what does it do?? Evaluation of incongruent product form
depends on positioning. Journal of Marketing Research (JMR),
48(6), 1008-1019. doi:10.1509/jmr.10.0384
Rocks, S., Gilmore, A., & Carson, D. (2005). Developing
strategic marketing through the use of marketing networks.
Journal of Strategic Marketing, 13(2), 81-92.
doi:10.1080/0965254050008293
Sheth, J. N. (2012). The reincarnation of relationship marketing.
Marketing News,46(16), 11.
Zou, S., & Volz, Y. Z. (2010). An integrated theory of global
advertising: An application of the GMS theory. International
Journal of Advertising,29(1), 57-84.
doi:10.2501/S0265048709201038
Running head: MARKETING PLAN 1
MARKETING PLAN 2

MKT500: Assignment 1: Part A: Your Marketing Plan
Student name:
Instructor name:
Institution name:
Course’s name: MKT 500 (Marketing Management)
Date: 01-26-2017
Marketing Plan
Gravity Technology is an information technology company
that specializes in selling computer hardware and software. The
company is competitive as it ensures that corporate get the
supplies of the products when they need them. The enterprise
has existed for the last two years, and the performance of the
business is incredible. Positive feedback is given by the clients,
and this has made sure that there is progress in the functioning
of the organization. The company is located in the central
business district, and this is important as it ensures that
clientele that the company targets have knowledge on the
different computer hardware and software. It is important for
the organization to identify the strategies that are essential for
the achievement of the goals of the organization and this
involves identifying the target market (Jabłoński, 2015). Some

challenges are presented in the business, and this is due to the
dynamism of the industry making it necessary for the company
to keep up with the competition in the market.
The focus of Gravity technology is the corporate business
because of the significant transactions that they making it
possible for Gravity Technology to make more profits from the
sale of the hardware. It is important then for the company to
focus on increasing the efficiency of the organization through
meeting the needs of the target market. It is through this that
there is the growth in demand for the products. Offering
excellent customer service and ensuring that the customers get
the goods when they need it enhances better customer service
and the organization is in a better position to get business
through referral. The advancement of technology in the industry
has led to the increase in popularity of the products of the
organization, and this creates the need to meet the growing
demand by the company.
Environmental Analysis
It is important for an organization to conduct the
environmental analysis as it helps in the identification of the
forces that affect the business regarding the competition that
they face in the environment. The determination of the effects
that helps in increasing the satisfaction of the consumers and it
is essential in ensuring that the sales of the business increase
(Dockalikova & Klozikova, 2014). The improvement of the
information technology in the environment provides there is the
creation of new technologies, and this makes it necessary to
analyze the environment as it helps in the development of the
strategies that enhance the operation of the business.
Political Environment
The political situation in the country affects the
performance of the information technology industry and this, in
turn, has an impact on the functioning of the firm. The
regulations that the government requires are known to affect the

operation of the business, and this is where issues of taxation
affect the functioning of the firm. The stability of the political
environment helps in stabilizing the business environment, and
this is important in increasing profitability.
Economic Factors
The economic factors such as interest rates and the
recession affect the information technology industry and
Gravity Technology. It is where the increase in the expenses
affects the operations of the business, and they are known to
influence the profitability of the organization.
Social Factors
Social factors such as the rights that people have while
using the information technology create an impact in the
organization where different issues are raised on the social
media. The review that the customers make can either destroy or
build the organization. When the reviews are positive, the
company is likely to increase the traffic of clients to their firm.
Technological Factors
Information technology is known to affect the economy,
and the lives of the individuals. This means that there has to be
consideration of networks that continue to affect the business.
The increase in the users and the different designs of the
software makes sure that competition in the environment is
created.
Legal Factors
The application of the regulations and rules in the industry
is critical as it ensures that law governs the practices of the
company. The software that is installed on the machines might
be hacked, and this is one of the risks that the law prohibits. It
ensures that there is the protection of the users and the creation
of awareness of the different programs that are safe for use.
Primary and Secondary Target markets
The main target for the company is corporations as they
are the potential customers for the enterprise. The segmentation
of the market is important as it ensures that there is the
identification of the needs of the clients in the market. It is

through this that there is the gaining of knowledge that is
necessary to ensure that there is better performance of Gravity
Technology. The marketing mix of these groups of the clients
is identified through the use of the 4PS of marketing where the
group is known to be sensitive to prices, and this means that
they prefer quality goods with favorable prices. The product
should be tailored to suit the needs of the customer, as it is
through this that they will appreciate the value that they gain
from the product. For example, the antivirus software that most
Corporations use should be for multiple users given the
significant size of the organization. The place should focus on
the availability of the products at the convenient time of the
clients, and as such, they should concentrate on the competitors
and differentiate their products. The price and the promotion of
the goods are important as they determine the demand for the
product.
The secondary target market is the individuals, and this
mandates the company to make decisions that focus on the
customers' needs. The ability of the company to meet the needs,
the climate of the operation environment, the competitors in the
market and the different collaborations that exist as this is the
source of competition (Gokkaya et al., 2015). The segmentation
of the market, product positioning, and target marketing is
important in increasing the effectiveness of the company.
Short and Long Term Goals
The company needs to ensure that the aims of the company
both in the short and long term are identified as it is through
this that the strategies of the organization are identified. In our
business, the short-term goals are to focus on the increase in
sales, and this eventually translates to the growth in the market
share. It is also enabled by the increase in the satisfaction levels
of the clients, and this is where they focus on the solving any
queries that the clients might have ensuring that they provide
high customer service. The building of relationships with the
customers and the retention of the employees ensure that there
is increased efficiency of the organization and that the products

sold are of quality. The maintenance of the employees means
that they get to keep the best talent that propels the firm
forward (Wu et al., 2016).
The long-term goals of the organization ensure that the
focus is towards the growth of the organization in terms of
profitability. The increase in the revenue of the company is
enhanced by the identification of the customers’ patterns that
always change, and this ensures that there is a growth in
competition in the market. Creation of traffic to the
organization website is also a long term goal that helps the firm
improve its profitability in the long run. The medium
determines the increase of the traffic that the company uses in
reaching to the clients, and this includes the advertisement
where there is the campaign of the products of the organization.
The focus is ensuring that the company reaches to the target
market and that products in the market are positioned to reach
the consumers at the right time. The focus on the target market
and the increase of traffic are important in increasing the
revenue for the organization.
SWOT Analysis
The creation of the SWOT analysis is important in making
sure that there is the identification of the strengths and
weaknesses of the organization, opportunities, and threats.
Strengths
One of the strengths of the industry and the hardware that
the company offers is the dynamism that is created where the
changes that take place in the industry are high. The ability of
the software and hardware to adapt to the changes is strength. It
ensures that the collaboration and the communication in the
sector are coordinated. It helps in increasing the customer
service in the market (Speth & Probert, 2015).
Weaknesses
The main weaknesses that the organization faces are the
adaptation to the Green IT as the companies are moving towards
mechanisms that are environmentally friendly. The company is
expected to change the regulatory and the operation

perspectives, and this entails having increased overhead costs to
keep up with the shifts in the environment.
Opportunities
There are different opportunities that the company enjoys,
and this includes the growth of the industry where many of the
organizations are moving towards the digitization of their
operations meaning that there are more opportunities to increase
the sales of the company and in turn increase the levels of
profits for the enterprise. There is focus on offering clients the
security that is needed, and this is seen where there is
collaboration between the different companies in the industry to
ensure that the threats to the systems are reduced.
Threats
The changes in the technology are both an opportunity and
a threat to the organization where there are increased levels of
complexities, and this means that there is the diversity in the
services provided. The margins due to the complexities continue
to shrink, and this is considered as a threat to the company.
The identification of the strategies to use and the analysis
of the market are important in making sure that the company
gains a market share. The focus is on the identification of the
opportunities in the dynamic environment and the provision of
products that meet the needs of the consumers in the market. It
helps in ensuring that the company gains a competitive
advantage.
References

Dockalikova, I., & Klozikova, J. (2014). MCDM Methods in
Practice: Determining the Significance of PESTEL
Analysis Criteria. Proceedings Of The European Conference On
Management, Leadership & Governance, 418-427.
Gokkaya, S., Highfield, M. J., Roskelley, K., & Steele Jr., D. F.
(2015). An Examination of Primary and Secondary Market
Returns in Equity REIT. Journal Of Real Estate
Research, 37(1), 23-64.
Jabłoński, A. (2015). Technology Business Models in a Network
Environment. International Journal Of Multidisciplinary
Approach & Studies, 2(2), 37-44.
Speth, C., & Probert, C. (2015). The SWOT Analysis: Develop
Strengths to Decrease the Weaknesses of Your Business.
Namur: 50Minutes.com.
Wu, L., Subramanian, N., Abdulrahman, M. D., Liu, C., &
Pawar, K. S. (2016). Short-term versus long-term benefits:
Balanced sustainability framework and research
propositions. Sustainable Production And Consumption,
doi:10.1016/j.spc.2016.09.003

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