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Marketing Plan Essay

3039 words - 13 pages

Marketing Plan Assignment
Marketing Management

Table of Contents
Marketing Situation 4
SWOT Analysis 5
Objectives and Issues 6
Marketing Strategy 7
Value Proposition 7
Segmentation 7
Targeting 7
Positioning 8
Actions 9
Website 9
Outbound Media Messaging 9
Social Media Promotion 9
Specific Initiatives 9
Budgets, Assumptions, & Risks 10
Controls 11
Appendices 12
References 14

Introduction

The Marketing Plan to launch the new Gerrarrom service to new users, is summarised below for January to June 2014.

UK based early adopter academics at three specific universities, fit the high knowledge, heavy digital usage profile most likely to value a cutting edge ...view middle of the document...

Facebook's (2012) age defined demographics highlight over 50% of users are between the age of 18-34 (Appendix 2).

Competition for active users' limited online time exists in an oligopolistic market dominated by Google Plus, Facebook, and Twitter (Barnett, 2012), however the proliferation of new specialist services suggests coexistence with usage specific applications is possible (Appendix 3).

The most likely, impactful risks presented by the competitive landscape are functional service development from incumbents (Barger, 2011) who may also block content and retain analytics data on user behaviour and media consumption patterns. (Porter Five Forces summary in Appendix 4).

Personal data security and privacy concerns persist following revelations by US intelligence leaker Edward Snowden, of abuses and mass spying in Europe. It is also common knowledge that some companies data mine transactional and behavioural data to determine consumer trends and sentiment.

There are examples of SM services, e.g. Twitter, which do not require personal details and one new entrant, Unthink, capitalises on these sentiments with over 100 ,000 users in a few weeks though aggressive positioning as an ethical alternative to Facebook (Mail Online, 2011).

SWOT Analysis

Likely factors impacting the target segment are below.

Perceived complexity and Gerraroom's underlying technology, SME hostility for unproductive SM, and growing mobile SM consumption can affect the Geraroom proposition but is not relevant for the launch use case as student document collaboration will be desktop based.

|Strengths |Relationship network with key go to market individuals for PR |
| |Independent funding enables strategic autonomy |
| |Technical development expertise |
| |Functional enhancements for media and file sharing, crowd sourcing, shared work spaces, discussion forums, social|
| |network support, blogging and social commerce. |
| |Inspirational CEO with social economy expertise. |
|Weaknesses |No brand equity/awareness with target |
| |No marketing budget |
| |Scale and finance limitations to respond to competitors |
| |Multifaceted value...

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