Sample Marketing Plan Template Page 5
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11Appendix C Sample Marketing Plan
C-5
false sense of customer satisfaction. The development of a product that would
make the software calendar obsolete would probably put Star out of business.
5. While the small size of the staff fosters camaraderie, it also impedes growth
and new-business development.
6. Star Software is reactive rather than assertive in its marketing efforts because of
its heavy reliance on positive word-of-mouth communication for obtaining new
business.
7. Star’s current facilities are crowded. There is little room for additional employ-
ees or new equipment.
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C. Opportunities
Opportunities are
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favorable conditions in the
1. Advertising expenditures in the United States exceed $132 billion annually.
environment that could yield
More than $25 billion of this is spent on direct-mail advertising, and another
rewards for an organization if
$20 billion is spent on specialty advertising. The potential for Star Software’s
acted on properly.
growth is significant in this market.
2. Technological advances have not only freed up time for Americans and brought
greater efficiency but also have increased the amount of stress in their fast-
paced lives. Personal computers have become commonplace, and personal
information managers have gained popularity.
3. As U.S. companies look for ways to develop customer relationships rather than
just close sales, reminders of this relationship could come in the form of
acceptable premiums or gifts that are useful to the customer.
4. Computer-based calendars are easily distributed nationally and globally. The
globalization of business creates an opportunity to establish new client relation-
ships in foreign markets.
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Threats are conditions
D. Threats
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or barriers that may pre-
1. Reengineering, right-sizing, and outsourcing trends in management may alter
vent the organization from
traditional channel relationships with brokers, dealers, and distributors or elimi-
reaching its objectives.
nate them altogether.
2. Calendars are basically a generic product. The technology, knowledge, and
equipment required to produce such an item, even a computer-based one, are
minimal. The possible entry of new competitors is a significant threat.
3. Theft of trade secrets and software piracy through unauthorized copying are
C 5
difficult to control.
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