Table of Contents
Introduction 4
Market Environment 5
Market Segments 11
Product Offering 14
Organizational Strength & Weakness 15
Product Positioning 17
Adoption Cycle 18
Product(s) Life Cycle 20
Ansoff Product Matrix....................................20
BCG Matrix................................................21
Bowman's Strategy Clock.................................22
Market Share......................................................23
Sales Forecast....................................................23
Marketing Mix 24
Product 24
Price 27
Placement 28
Promotions 29
Advertising 29
Event Marketing 31
Public Relations 31
On-line Marketing 32
Monitoring and Evaluation 34
Reference..................................................................36
Introduction
This marketing plan describes the general course of action and recommendations for the marketing effort of Color Laser Printer. It describes about the opportunities in the printer market environment such as market size, trend, technological, economic and market profitability. General market segment based on the public, non-public, government and end-user sector. Target segment that will be on hotel industry and product offering will be based on Xerox Phaser 7700 Color Laser Printer. It will also explain brand and product positioning, tactics strategies for Fuji Xerox technology Australia.
Laser
Air cooled Argon laser
English: inkjet paper for sale.Marketing objectives have 2 components:
1) Goal
- differentiate our product and service from our competitors.
- Increase market share and sales
- Ehance relationship with our existing and new customers
- Increase marketing effort
- Expand the number of distributors
2) Benchmarking
- cost reduction as a benchmark to increase Xerox annual revenue
Market Environment
Market Trends
During November 2002, the laser printer market trend had shown a positive growth of 12%.
Laser printer sales had posted a 6% volume growth and 16% increase in value. A positive year-on-year growth trend is evident in this segment.
Market Profitability
The intensity of competition among existing competitors
- At least 12 existing competitors in the marketplace
- Product offering and strategies offered by the competitors are different.
- Numerous or equally balance competitors.
- Competitor's commitments are high towards channel members and customers.
- Competitor's...