Marketing Plan

Prepared By:

Walid Saleh

Note: Im referring here to the Entity/company as XXX

Table of Contents
1. Business Overview ............................................................................... 1 2. Market Overview ................................................................................. 2
2.1. 2.2. Customer Information ......................................................................... 2 Market Information ............................................................................. 2

3. Objectives ............................................................................................ 3
3.1. 3.2. Marketing Stages ................................................................................ 3 Stage Success Factors ........................................................................ 4

4. Strategy ............................................................................................... 5
4.1. 4.2. 4.3. 4.4. Product ................................................................................................. 5 Distribution .......................................................................................... 5 Prices ................................................................................................... 5 Advertising .......................................................................................... 5

5. Marketing Approach ............................................................................ 7 6. Conclusion/ Action Plan ....................................................................... 7

1. Business Overview
Our Organization is specialized in software development using various technologies. Our Business can be summarized in the following: Custom ERP Solutions.. Develop custom ERP solutions which can serve small and medium businesses. Mobile applications.. Using various technologies like java to build mobile applications/solutions. Web applications.. Using various technologies to build Websites or any kind of web applications based on business needs. Custom Solutions.. using various technologies i.e. Java, C#, Oracleetc to develop any kind of custom solutions which can serve any industry i.e. Education, governments, Marketing, trading , Real estateetc

Our entity is just starting so it can be considered as a green/raw organization but what distinguishes us from the other competitors is: 1. Quality of services as weve a group of very talented programmers and consultants. 2. Strong project management as weve experienced, well-organized project managers who can study and analyze the required work, map it in the offered solution and tested well to make sure it suits the business needs. 3. Cheap prices as we currently believe in quality and building strong reputation in the market, we can guarantee low prices for our customers comparing to others. 4. Long relationships we believe in the long relationships as well, not just in deals. For that we care very well about customer satisfaction which leads to long relationships. We believe, from our experience, in market that in 2-3 years well be one of the leading entities in this industry.

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Marketing Plan for XXX | Marketing Plan

2. Market Overview
We are specialized in the Information Technology development in various areas i.e: Custom ERP Solutions, Mobile apps, Web apps, Custom solutions....etc We believe the demand in these fields will keep going, that why we made this marketing plan to be able to identify the business needs to be able to fulfil and enhance our procedures and standards to suits market changes.

2.1. Customer Information

We are targeting small, medium and large customers as we can provide different solutions which can fit for small, medium or large entities. The customers we are targeting can be in both the private like Companies and factories or public sectors like governments, collegesetc We found that their needs can be summarized in: Low cost which can help them invest in new solutions without high risk. High quality which leads to their satisfaction. Reputable Environment which can give them the confidence in our Organization. Experienced staff which also give them confidence and trust in the products.

2.2. Market Information

As long as we are providing a Variety of solutions, and currently we dont have a specific product were selling, we can see that the current and future market situation is suitable as market is always searching for new and innovative ideas. We have many competitors in this field. They may have some advantages on us, which are history, references/customers list and stable funding, but still we have some advantages too, like quality & talented staff.

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Marketing Plan for XXX | Marketing Plan

3. Objectives
Objective is to create goodwill recognition for XXX as a service provider to emphasise on XXX main role in the market and crea te a market share and hopefully a blue ocean where there are no recognized competitors in this line of business. To achieve this goodwill in a services industry, XXX must have elite services professionals and go through the marketing stages a s follows.

3.1. Marketing Stages

1st Stage - Feasibility Study: First a feasibility study should be prepared by Product managers, Sales and Marketing Directors on a range of similar products that lies within the range of services provided to make sure that product portfolio and partnerships are based on line of expertise and marketing objectiv e to introduce XXX to the market with clear massage and minimum competition and maximum market share. As an example based on the markets XXX is targeting, Hosted solutions which are 90% service oriented.

2nd Stage - Partnership: Partnerships and alliances should be based on win -win relationship with each partner. Partners should be split into two flavours; Partnership with vendors and partnership with local resellers Partnership with vendors should be based on delivering services arm for their products in the area of business. Vendors should promote XXX as a distinguished implementation arm in UAE for both customer and partner lists. In that sense XXX will be an education and consultancy center in UAE which provided distinguished k nowledge and resources that are not available elsewhere within UAE. As for local resellers, it should be based on creating sales centers for XXX through partners who has sales force with minimum implementation and services teams. These partners should prom ote XXX to small and medium markets by using direct marketing techniques like brochures and digital media.

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3rd Stage - Go live: Here there are two approaches known as soft opening and grand opening. Soft opening will be initiated by digital campaigns, Tele marketing and media conferences. These will be like drop quizzes to test market reaction to the marketing massage conveyed to end customers. Grand opening will be through well known exhibitions, technical maga zines and Special events that introduce XXX to the market as a key player and an elite Technology provider that drive the market to automation excellence.

3.2. Stage Success Factors

Stage one success factors; will be services versus product score card in competition with competitors if any. The more competitor -free scorecards and desired product the more successful this stage is.

Stage two success factors; will be set to type of agreement signed with Vendors and number of Diversified vendors that will provide a healthy portfolio of products that fits to the market with limited competitor providers. As for local resellers, sales centers, it will only be recognized by the number/frequency of leads per partner not to the size of deal.

Stage three success factors; the above two success factors are the corner stones for success, yet the success factor for the 3rd stage is the actual indicator for the market share XXX can start with and grow. The scorecard for the 3rd stage is the number of generated sales opportunitiesfrom marketing campaigns executed.

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4. Strategy
The strategy that should be followed can be only defined based on the budget allocated to marketing. In the conclusion part I will demonstrate Action points that will give an idea about marketing requirements and the things that should be available to emphasis on the marketing massages.

4.1. Product
This part yet to be finalized by the whole team as we need to identify what exact kind of services we can deliver, like: software development, Custom ERP solutions, Web Applications, Desktop Applications, mobile applications.....etc

4.2. Distribution

We are able to deliver our services via many ways either remotely offshore or physically on -site.

4.3. Prices
This to be discussed in detail based on the estimation for products/services we can provide

4.4. Advertising
Website: The use of the internet is essential in providing information and access to Marketing Plan for XXX. A fully functioning site will be developed that will enable perspective clients to see what kind of software development services are available.

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Search Engines Optimisation: To maximise the discoverability of the website Marketing Plan for XXX will arrange for links with the key internet search engine sites. Public Relations: We mainly can depend on this point especially in the initial stage where we are. During our communication network and public relations that we have, we can outrun from this stages to be able to build reputation in the market. Profile: We should have our company/services profile which has a detailed overview of what services and capabilities we are able to like: Who We are Our Mission Our Services/product lines Our Vision Our processes/standards Our Partners/vendors (if any) Our Contacts

And trying to share this profile as much as we can among our communication network. This will ensures and easy access to market.

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5. Marketing Approach
The marketing approach adopted should be using the informative tonality that will generate curious prospects. This can be conveyed by telemarketing and direct marketing approach.

6. Conclusion/ Action Plan

From the previous points, we can conclude the foll owing action plan to be executed: 1. 2. 3. 4. 5. Partnership agreements High Tech staff availability and development plan Database availability Marketing & Sales staff Budget allocation

Note: these action plan points need to be discussed in details to be finalized based on many factors like Budget, Availability, Staff....etc

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Marketing Plan for XXX | Marketing Plan