Sample Marketing Plan Essay

4578 Words Mar 29th, 2012 19 Pages
Appendix C Sample Marketing Plan

C1

APPENDIX C

Sample Marketing Plan
Star Software, Inc. Marketing Plan
1 I. EXECUTIVE SUMMARY
Star Software, Inc., is a small, family-owned corporation in the first year of a transition from first-generation to second-generation leadership. Star Software sells custom-made calendar programs and related items to about 400 businesses, which use the software mainly for promotion. Star’s 18 employees face scheduling challenges, as Star’s business is highly seasonal, with its greatest demand during October, November, and December. In other months, the equipment and staff are sometimes idle. A major challenge facing Star Software is how to increase profits and make better use of its resources during the
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However, most of these reductions have occurred in the budgets for mass media advertising (television, magazines, newspapers). While overall promotion budgets are shrinking, many companies are diverting a larger percentage of their budgets to sales promotion and specialty advertising. This trend is expected to continue as a weak, slowgrowth economy forces most companies to focus more on the “value” they receive from their promotion dollar. Specialty advertising, such as can be done with a software-based calendar, provides this value. 3. Political forces. There are no expected political influences or events that could affect the operations of Star Software. 4. Legal and regulatory forces. In recent years, more attention has been paid to “junk mail.” A large percentage of specialty advertising products are distributed by mail, and some of these products are considered “junk.” Although this label is attached to the type of products Star Software makes, the problem of junk mail falls on the clients of Star Software and not on the company itself. While legislation may be introduced to curb the tide of advertising delivered through the mail, the fact that more companies are diverting their promotion dollars to specialty advertising indicates that most companies do not fear the potential for increased legislation. 5. Technological forces. A major emerging technological trend involves personal information managers (PIMs), or personal digital assistants (PDAs). A PDA is a

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