Marketing Plan Outline

1、marketing plangoblue inc. goblue connectorsteam: innovative marketersglenn fialajoy babalolalaurie wellsrobbie chapmanterrence phillipsamba 603dr. murray millsonaugust 10, 2008marketing plan template amba 603page 2 of 16table of contentstable of contents.21.0executive summary.32.0situation analysis.

2、32.1mission.32.2product or service description.32.3value proposition.42.4swot analysis - strengths, weaknesses, opportunities, and threats.42.4.1 strengths.42.4.2weaknesses.42.4.3opportunities.42.4.4threats.52.5critical issues.53.0market analysis .53.1macro environment.53.2market size and growth.53.

3、3market trends.53.4target market analysis.53.5customer/consumer analysis.63.6need analysis.63.7competitive analysis.63.7.1direct competition.63.7.2indirect competition.64.0strategy .64.1marketing objectives.64.2financial objectives.74.3positioning strategy.84.4product strategy.84.5price strategy.84.

4、6distribution strategy (direct and indirect).84.7integrated marketing communications strategy.84.8branding.84.9marketing research.85.0financial analysis.85.1break-even analysis.85.2sales forecast.85.3expense forecast.86.0implementation and control.86.1implementation.96.2controls.96.3marketing organi

5、zation.96.4contingency planning.9marketing plan template amba 603page 3 of 161.0 executive summary2.0 situation analysis2.1 missionthe mission of the innovative marketers is to develop a more convenient means for the non-technical consumer to enjoy electronic components in a wireless capacity. 2.2 p

6、roduct or service descriptiongoblue connectors are a line of wireless audio and stereo component connectors. the connectors will initially be offered in four different product groups which include: component rca, high-definition multimedia interface (hdmi), and audio connectors.the goblue unit witho

7、ut the component connectors attached are two and one half inches long, five eights inches wide, and five eights inches deep. (see appendix 1). each unit is encased in a white plastic covering with a goblue logo printed lengthwise along one of the sides. also, on the topside of the cover is a small o

8、pening for a small blue light-emitting diode (led) to slide into. the led light is a status indicator providing information to the user about the connection between the paired units. the backside of the case designates whether it is a transmitting or receiving device with the words transmitting or r

9、eceiving embossed onto the casing. for example, to connect the audio portion of dvd player to a stereo system, the dvd player would get a transmitting goblue connector and the stereo receiver would get a receiving goblue connector.each goblue component connectors has an intel ultra-wideband (uwb) ch

10、ip. the chips are designed to provide low-power short-range radio transmissions within a thirty foot area (intel technology & research, 2007) each goblue component connector have a built in power generator. the power generators receive their power from two tiny magnets that spin around a copper

11、coil. the power generator is well insulated to avoid any interference with the electronic equipment and the uwb radio transmissions. estimate product life is fifteen years.marketing plan template amba 603page 4 of 162.3 value proposition2.4 swot analysis - strengths, weaknesses, opportunities, and t

12、hreatsthe innovative marketers management team for goblue inc. will need to develop a swot analysis. the swot analysis should examine the internal and external environments to pinpoint goblues products strengths, weakness, opportunities, and threats (kotler & keller, 2006, p.30).2.4.1 strengthsg

13、oblue connectors product strength is that it is an original invention, taking existing technology from other products joining them together to create a new innovative product. goblue connectors are small and easy to use, and will allow the consumer to have the freedom to move their tv and stereo com

14、ponents around a room with out the hassle of cables. goblue connectors come pre-paired, programmed to find their mate automatically, making them user-friendly for even the most technology challenged.2.4.2weaknessesgoblue connectors main weakness is price; potential customers may not feel the need to

15、 replace existing component wire cables with wireless devices that are comparable in price. in addition, goblue connectors are limited to distance of around thirty feet between each connector. due to bad experiences with other bluetooth devices such as hands free mobile headsets, users may also have

16、 the perception that the wireless connectors do not provide the same quality as wired connectors. moreover there are a limited number of purchases expected from each customer, attributable to the limited number of connectors needed and the long reliability of each connection device. finally goblue i

17、nc. has limited capital, which will require the company to seek out loans, and outside investors to ensure funds are available for marketing and production of the goblue connectors.2.4.3opportunitiesthe main opportunity is that goblue connectors can truly be the first wireless connectors to reach th

18、e market place. as more households purchase flat screen tvs the traditional placement inside a cabinet, on a table or stand is changing. consumers are looking for ways to hide or eliminate unsightly wires especially since many tvs are now being mounted on walls. likewise consumers are marketing plan

19、 template amba 603page 5 of 16looking for more convenient ways of placing stereo speakers to achieve the full effect of stereo surround sound technology without the hassle of burying wires under carpet, running them through walls attics or craw spaces. goblue connectors will allow consumers to conve

20、rt all or part of their system to wireless technology based upon the consumer needs. goblue inc. also has opportunities to expand in the global market place through: indirect and direct exporting, licensing, joint venture, or direct investment (kottler & keller, 2006, p.334 335).2.4.4threatsther

21、e are two main threats that goblue inc faces with the goblue connectors:goblue connectors in a depressed economy could be considered a luxury or nonessential item. the second threat is competition; a competitor will get a similar product to market first.2.5 critical issues3.0 market analysis3.1 macr

22、o environmentthe following macroenvironmental trends are concerns the innovative marketers will focus their attention and possible solutions to current trends identified.demographic environmentthe concern for release in the united states concerning the demographic environment is considering the quan

23、tity to be released in the less densely populated areas. the concern would be releasing more product than necessary to areas that does not have the population to support the number of sales required to move the goblue product from the shelves. the current plan would be to ensure the distributor unde

24、rstands the limited funds available for production and distribute the goblue product to areas that would support the highest number of customers for a given area.if the goblue product is distributed world wide after a successful release in the united states, the under developed regions of the world

25、will have to be studied and identify if the goblue product would need to be distributed to these areas. there are a number of other concerns when considering a world wide release, but our current focus is if the product will be supported in other countries. do to the vast number of problems that may

26、 be encountered with a marketing plan template amba 603page 6 of 16world wide release the team would have to research a number of variables that would need to be corrected and cleared with the other countries in which the goblue product is to be released.economic environmentalthough there are indica

27、tions of a recession currently in the united states, retail markets are reporting higher than expected sales for consumer electronic devices. best buy (2008), reports that 41% of their overall sales are generated by consumer electronic devices and does not foresee a decline in the near future. with

28、the mandate for digital television signaling to happen in early 2009 (ntia, 2008) more families are considering purchasing new consumer electronic equipment to replace what they currently own. this variable may add to the possibility of increased sales of the goblue product due to the customer revie

29、wing the ability to reduce wiring allowing for convenient layout of their new equipment and purchasing all of these items simultaneously.with the continued threat of a recession on the horizon in the united states this is a major consideration that may reduce the overall sales for the goblue product

30、. there may be less expendable cash available to many families and spending may be reduced on items that are not required. if there is no means to make the goblue products capability of removing wiring and allowing for free movement of the electronic equipment within a family room a need by the cons

31、umer, then other considerations may be necessary. a plausible consideration is to research for an alternate use or ability of the goblue product and consider distribution to industry, college campuses and corporations. social-cultural environmentcustomers may be concerned with environmental issues t

32、hat may arise during production and sales of the goblue product. in order to support the customer concerns the team will identify the products used can be fabricated and handled within the standards designated by the government. if at all possible research a means to improve upon the standards if an

33、y one portion of the fabrication is questionable. there, will be a recycle program implemented so that customers who have purchased the goblue product can return an outdated product for a discount on a newly released product. this will allow for the older product to be reused to its full extent and

34、either recycled for parts or refurbished for distribution at a reduced cost.marketing plan template amba 603page 7 of 16natural environmentin order to support the continued concern for the natural environment, the team will implement all environmental standards required in order to provide the best

35、product available with the least amount of waste and power consumption. technological environmentthe continued improvement of the technological environment provides numerous possibilities for the goblue product and what the team can provide to its customers. the team will monitor possible solutions

36、that may reduce cost of the equipment or improve operability. the possibilities are endless with the continued updates to technological trends, in the end, the team will provide updated support to the goblue product and research possible other innovative ideas.in order to increase sales the innovati

37、ve marketers website will be used to distribute and sale the goblue product to individual consumers. the advertisement and marketing directed towards attracting consumers for the goblue website will be designed by using demographic information that has identified markets with the most disposable inc

38、ome that has been used on consumer electronic equipment. using the website sales technique it is expected to generate another 15 20% more sales above those sales made in the distribution centers. political-legal environmentthere is concern dealing with the legal environment and the goblue product. t

39、here is patents, and licensing that will need to be researched and purchased in order to complete the product distribution. another concern dealing with the legal environment is concerning the radio frequency (rf) spectrum utilized by the goblue product. the rf spectrum is a limited spectrum of inte

40、lligence carrying capability. the rf spectrum is used by many varying companies within the united states and the world and in order to prevent conflicts these spectrums are monitored and controlled. for the united stated the rf spectrum is monitored and controlled by the federal communications commi

41、ssion and auctions are held by them on varying dates throughout the year (fcc, 2008). these auctions provide a means for companies to purchase the right to use rf spectrums that technology was once unable to use, or spectrums of older technology no longer utilized. if the team purchases the licensin

42、g from ibm then no spectrum will need to be purchased, however if there needs to be another source rf spectrum licensing may become yet another cost concern. for marketing plan template amba 603page 8 of 16the team to distribute the goblue product there will need to be an electrical engineer and a l

43、awyer involved to prevent any boundaries crossed. 3.2 market size and growthgoblues market will include just about every household in the world. one would be hard pressed to find a home that does not have a television and some sort of audio or video component. with that said, it is anticipated that

44、the market for the goblue connectors will grow tremendously as consumers purchase high end audio and video equipment for their entertainment needs. the market for flat screen televisions, high tech audio components, as well as portable audio and video equipment will increase and there will be the ne

45、ed to have all these components communicate with each other. customer will be looking for a wireless solution. figure 1 below illustrates innovative marketers 5 year sales projection for goblue connectors. figure 2 illustrates the market growth for lcd televisions over a six year period. as indicate

46、d above, innovative marketers are hedging their projections on the sale of high end audio and video components, which is expected to grow over the next 5 years.figure 1 goblue sales projection (5-year)$500,000$1,500,000$2,500,000$4,000,000$6,000,000010000002000000300000040000005000000600000020082009

47、201020112012goblue 5 year projected sales growthgobluefigure 2 - market growth for lcd televisionsmarketing plan template amba 603page 9 of 16using the caption in figure 2 above as a benchmark, innovative marketers can project significant growth over the next 5 years for the goblue connectors. 3.3 m

48、arket trends3.4 target market analysisas the accessory market has grown, the need to reduce wires has created demand for this cable free technology, said andrew newman, product manager at eleksen. (tech news world, 2005) the electronic industry is in a boom period and is screaming for wireless compo

49、nents. with the bluetooth movement, people have become familiar with the ease and convenience of going wireless, and they like it. “manufacturers are already hinting at near-future products. dvd players, game consoles, tvs, and projectors are all possible candidates. but theres a catch: until theres

50、 an industry-recognized wireless high-def standard, well be wondering if our sanyo projector can talk to our samsung tv.” (sound & vision, 2008) the goblue connector is the answer to this mystery. even with the economy strain of today, best buy reported in their 2008 annual report that 41% of th

51、e revenue earned was from the sale of electronics. (bestbuy, 2008) the spending gain, as noted by bestbuy, is due to the sale of the high ticket electronic items such as high-definition televisions, surround sound, and gaming systems. this leaves the door open for these components to be connected by

52、 goblue wireless connector. the market is ready for this affordable technology.the goblue connector is an innovative, yet simple, way to connect components without the hassle of wires. with the use of ultra wide band (uwb) we have captured the technology to connect the television on one wall with th

53、e dvd player on another. this technology will appeal to both the non-technical and technical consumer.3.5 customer/consumer analysis3.6 need analysismarketing plan template amba 603page 10 of 163.7 competitive analysis 3.7.1direct competition 3.7.2indirect competition4.0 strategy 4.1 marketing objec

54、tivesthe electronic industry is aching for an innovative yet simple way to bring electronic components together for a maximum result. goblue is a wireless way to achieve quality audio and video regardless of the age of the components. our product will allow consumers to eliminate the clutter of wire

55、s inside and outside of their stereo cabinets and give consumers more control and organization as well as new options for the placement of stereo components and other digital media devices. goals-goblue will be distributed directly to retail stores, and sales to the public will go through the compan

56、ys website within three months of introduction to the public. -the initial product introduction will occur at electronic and other audio/video trade shows once the testing phase has been proven successful. -our target consumer will be the middle-aged to older consumer with little time to worry about

57、 wiring components. -the cost of a goblue thumb drive will be approximately $150. time framethe time frame to achieve these objectives will be 24 months. the first 12 months will show no profit because of the extensive marketing and advertising we intend. the second 12 months we anticipate less mark

58、eting and advertising therefore should produce a slim profit. we will begin with a test market after the bluetooth wireless component connectors complete and pass the entire developmental test phase. we anticipate consumers will purchase additional marketing plan template amba 603page 11 of 16sets o

59、f the connectors once they are convinced that it has the same quality as wired component cables. product developmentwe will continue to upgrade our product as technology in the industry emerges. the key to success is going to be to maintain consistency. 4.2 financial objectivesour financial goal is

60、to accomplish sales of $500,000 in the first year of business and to increase to $1m in the following year, fy2009. we anticipate that we will spend $250,000 (50% of sales) on marketing expenses in the first year, to market the wireless electronic connectors through existing retailers and creating additional distr