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Marketing Plan
After the development of the Smart Object is finished and the production has started we have to put it in the market. Our company will be called Smart Interfaces JATH. Nowadays in order to sell the product it is not enough to produce it. If we want to sell our product we have to concentrate on customer, cost, communication and convenience. It is important to concentrate on meeting the needs of our customers. Moreover a observation of the market is necessary to recognize changes on the market. To do it we need some special tools and analysis.
The market environment analysis
In general two types of environment are distinguished: micro and macro. Firstly we will analyze the micro environment, which includes the company’s internal environment, suppliers, marketing intermediaries, customers, competitions, publics. Secondly we will analyze the macro environment.
Micro environment analysis: Our product will be made of high quality materials and we are trying to get a modern and innovative solution. Furthermore it is important to know, that are no identical products in the market. In the first phase of the project our supplier is ISEP. If the product goes in production we are going to address a mass market. When we are introducing the object to the market we will need some suppliers. We have to remember, that all companies which are cooperating with us, are going to be checked carefully. Important things are the price and quality of resources and time of delivery. The product will be advertised and sold on the Internet. The distribution will be done by a logistic company. The object is small so we can put it into special package which prevents damage. We can identify the market by: • Type of goods traded: market for goods • According to geographical: now local in the future could be global • According to the criterion of scale or size of transactions: retail but in the future could be wholesale • According to the character of the merchandise: goods and services • According to the degree of satisfaction of needs: consumer Competitors At the moment the same product that we are offering does not exist on the market.
But the market for smart electronic devices, that simplify life is huge and rapidly
growing. However, one competitor for our product can be the 3D mouse. 3D mouse
devices generally function through ultrasound and provide at least three degrees of
freedom. On the market there are a lot of companies producing 3D mousses. The
product is gaining popularity. An Example of such a product can be found here:
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Our product is more innovative, because one can also use voice command and the user can hold it in his/hers hand. It does not have to lie on the table, but it can.
The other competitive product is the Wii Remote. It is not our direct competitor,
but the product uses some same components and it can be used for the same purposes.
The Wii remote is used for games. It is the primary controller for Nintendo’s
Wii console. Wii Remote has a motion sensing capability, which allows the user to
interact with the game and manipulate items on screen via gesture recognition and
pointing through the use of accelerometer and optical sensor technology. Another
feature is its expandability through the use of attachments. The attachment bundled
with the Wii console is the Nunchuk, which complements the Wii Remote by
providing functions similar to those in gamepad controllers. This is an example of
the Wii Remote:
Another product is the typical gamepad. It is a type of game controlled, held in two
hands, where the fingers (especially thumbs) are used to provide input.http://images.speed-link.de/prodpics/_spl/SL-6555-SBK-A/large/sl-6555-sbk-a_rgb_004.jpg
However, these two products can be used only for gaming. So our product can be distinguished from the exiting product, because it gives more possibilities and can be used for a professional purpose and also for fun.
Macro environment analysis Macro environment includes demographic, economic, natural, technological, political, and cultural forces.
Demographic forces result from population age structure, sex structure, etc. Our product is addressed particularly to professionals and younger people (between 17 to 35 years) , because they follow the course of time more. For example young people play games which need a certain freedom of movement that comes from our product. Professionals,who work a lot with computers need a product which gives more possibilities than the ordinary mouse. These people can work for example in design field, as engineers or architects. Economic forces stem from the overall economic condition. Nowadays in many countries there is the economic recession. In this phase of development we are not 100% sure how much our product will cost. However we would like that the price is not higher than the price for a professional 3D mouse, which is between 100 € to 400 €. But we also do not want to sacrifice quality. Technological forces are arising from the level of technological development. Currently technological progress is huge. It is a threat, sell new version and earn money, but it can be threats because if the company does not track the development of competition, market it is easy to be left behind. Political forces: In our opinion the EU is a good place to produce, buy and sell electronic products, because the EU has similar standards for production, quality and sales of products and services. Cultural forces result from the prevailing fashion, lifestyle or habits and culture prevailing in the area. Nowadays everyone has at least one computer, mobile phone or iPad. Our product can cooperate with any of these devices. To summarize the environmental analysis we did a SWOT analysis. In our case we will concerted on our company which is our team and our product which is the Smart Object. The following table shows the SWOT analyses:
