Massive Dynamics Inc.'s Marketing Plan (Essay Sample)

Massive Dynamics Inc.’s Marketing Plan
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Executive Summary
This marketing plan seeks to examine and make a thorough analysis of the prevailing situation in the information technology (IT) world and the success prospects of a company dealing in the distribution and sale of a diverse collection of gadgets and IT equipment. The plan also makes an objective scrutiny of the economic environment surrounding this business domain with the intension of establishing the company’s economic viability by looking at several market forces such as the demand for the company’s products, the economic, socio-political and legal implications which the company has to contend with.
The plan also makes an objective analysis of the company’s market niche with a precise identification of its target market group using a well elaborated approach. A performance analysis which envisions how the company would fare on in the market is also contained in this plan which delves into various aspects including the company’s objectives and market penetration strategies.
The report also contains a detailed SWOT analysis which makes an overview presentation of Massive Dynamics Inc.’s current position with regard to its strengths, weaknesses, the opportunities it ought to exploit and the threats which may become an impediment to the realization of its set goals and objectives.
Situation analysis
The information technology sector is considered by various economy analysts as one of the fastest rising sectors given the enormous amount of investment opportunities created in this domain every year CITATION Jai99 \l 1033 (Jain, 1999). Several investors and venture capitalists have managed to benefit substantively from proceeds generated in the IT sector hence making it a viable investment opportunity that Massive Dynamics Inc. seeks to get a piece of. Given the high demand for information technology products which have become a serious factor of production in almost each and every institution, the company is bound to make a lot of returns distributing these gadgets to meet the market demand. A well designed after sale service which the company intends to provide to its customers that entails the installation and maintenance of the products would also enable it beat competitors for a lion’s share of the market demand.
Massive Dynamics Inc.’s shareholders will be in a position to get maximum returns on their investment within a short time into operations given the placement of the company in the market and the kind of strategies it intends to effect while operating. Competition especially from more established firms is bound to present a lot of challenges as far as market penetration is concerned. The economic environment at the moment is however quite conducive for the thriving of a business of this nature since their products have become part and parcel of all institutional operations hence heightening their demandCITATION Goy12 \l 1033 (Goyal & Mridula, 2012). Given the dynamic nature of the technological world where better products come up quite frequently, the company intends to keep up with these changes in a bid to provide efficient products to its target clientele. No serious legal or political limitations are envisioned by the company since its line of business is self-regulatory with a few guidelines which it intends to adhere to in the course of doing business CITATION Bur12 \l 1033 (Burton, Parker, & Lawley, 2012).
Target market analysis
The company’s main or primary target market includes medium sized corporate entities, large multinationals, private institutions, local governments and various organizations which require the installation of information technology machines such as computers, routers, servers, tablets, printers, photocopying machines, ETR machines, tablets just to mention a few. Massive Dynamics Inc. also targets a secondary market niche which includes individual clients seeking its products or services for personal installation at home or in private offices. The company intends to utilize very effective marketing techniques and tools to get the audience of its target market including the determination of its products or brand offer using the Four P’s marketing mix which lays a lot of emphasis on the product, price, promotion and place CITATION Jai99 \l 1033 (Jain, 1999). This theory lays a lot of emphasis on the importance of distributing consumer friendly products and reasonable prices to improve the company’s likability CITATION Kew05 \l 1033 (Kew & Stredwick, 2005). The promotion of such products by mediums such as advertisements is similarly important to enhance the company’s dominance in the market. The place factor which emphasizes an effective distribution mechanism is similarly important for the company’s success and should be given serious thought CITATION Kew05 \l 1033 (Kew & Stredwick, 2005).
The company also intends to utilize the five C’s technique which entails the observation of five important marketing factors including consumers, competitors, collaborators, company and context. A thorough analysis of these five elements would enable the company come up with an effective marketing strategy cognizant of the prevailing circumstances hence improving its chances of success during trading. Company takes a look at the product line and its perceived image in the market, collaborators analyzes the supplies, distributors and other partnerships forged in the course of doing business, customers’ looks at the market size, its various segments and growth potential, competitors’ looks at real or perceived potential competitors and how to handle them and finally context which looks at the legal, political or regulatory environmentCITATION Goy12 \l 1033 (Goyal & Mridula, 2012).
The company also intends to apply the marketing SPT technique which emphasizes on the demonstration of the connection or link between an entire market and how a company chooses to compete in that market using segmentation, targeting and eventual positioning CITATION Jai99 \l 1033 (Jain, 1999).
Performance analysis
The company intends to gain fully-fledged operation levels within the first two years during which it intends to gain a considerable chunk of the market demand. During the first year, it also intends to roll out a variety of services using marketing strategies including effective pricing. The use of advertisements and other forms of promotion, the expansion of its geographical coverage, branding and the entrenching of its distribution channels to enable the company get access to its desired audience CITATION Kew05 \l 1033 (Kew & Stredwick, 2005). The company will also enhance its online presence by developing an elaborate website and the conducting of an effective web optimization process to boost it online clout. The company will also launch an online sales portal that basically allows customers to make orders and pay for them painlessly hence enabling the company keep tabs with its web content, its visitors and to receive feedback from such clients on the quality of service offered which can in turn influence change or improvement CITATION Bur12 \l 1033 (Burton, Parker, & Lawley, 2012). This will be achieved within the first two months of operations.
The company also intends to adopt new and better products for distribution to its clients given the sector’s well known dynamic mantra. This would also help the company keep tabs with emerging trends in the market. Customer engagement and value will be effectively entrenched in the company’s operations to enable it improve its communication and business relations with its prospective clients. At the end of the second year in operations, an analysis of the company’s growth in comparison to those of its competitors will be conducted to determine the suitability f the strategies it intends to put in place.
Marketing objectives
Qualitative marketing objectives come in handy for start-ups and young companies by virtue of their ability to address promotional advantagesCITATION Goy12 \l 1033 (Goyal & Mridula, 2012). The company’s most immediate qualitative objectives include its quest to increase its sales by 20% during its first fiscal year, to expand its market share tremendously within the first two years of operations, to improve its image with respect to enhancing its service delivery and pricing and quality of products on offer. Increasing customer satisfaction and retention rate is yet another important objective which the company intends to see to its fruition. The company also intends to introduce new products into the market as often as possible to improve on its effectiveness and the efficiency of its products.
The company’s quantitative marketing strategies include a branding ex...