Mkt1 Company G 3 Year Marketing Plan Essay

4079 Words Mar 12th, 2013 17 Pages
Company G
3-Year Marketing Plan
Student Name:
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Table of Contents

Introduction 2
Mission Statement 2
The Product 2
Consumer Product Classification 3
Target Market 3
Competitive Situation Analysis 3
Analysis of Competition using Porter’s 5 Forces Model 3
SWOT Analysis 4
Strengths 4
Weaknesses 4
Opportunities 5
Threats 5
Market Objectives 6
Product objective 6
Price objective 6
Place objective 6
Promotion objective 6
Market Strategies 7
Product Strategies 7
Price Strategies 7
Place Strategies 7
Promotion Strategies 8
Tactics and Action Plan 8
Product Action Plan 8
Price Action Plan 9
Place Action Plan 9
Promotion Action Plan 10
Monitoring Procedures
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Analysis of Competitive Environment
Threat of new competition
The threat of new competition is high. Our belief is the technologies associated with the XG Wi-Fi Gateway could be replicated by any of the other leading manufacturers of wireless routers. Company G hold proprietary technology in the design of the XG Wi-Fi Gateway and will fight to protect its interests and rights, however other manufactures could adopt their own existing patents and processes to compete. We feel these other established brands with distribution channels could generate a competitive rivalry if they choose to enter this market.

Threat of substitute products or services
The threat of a substitute product is low. Consumers determine if they have a need for the features offered by the XG Wi-Fi Gateway or they choose to forgo those features and service. The XG Wi-Fi Gateway has a high level of product differentiation. Consumers attempting to replicate the services of the XG Wi-Fi Gateway will find it technologically challenging and cost prohibitive to duplicate.

Bargaining power of consumers
Consumers have moderate bargaining power. The XG Wi-Fi Gateway is a discretionary purchase. The consumer has to desire the enhanced control of their home Wi-Fi network and or the additional security offered by the product. Buyers who have suffered a loss from a network breach will be less price sensitive than those only looking to enhance their level of control. We expect

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