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Marketing Plan Example

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Course Textbook
Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). Upper Saddle River, NJ: Prentice Hall.

Scenarios to choose from (remember that you will select one and use it for all four submissions): YOU USED THIS ONE :POSTING 598411

IT Today is a start-up company that is interested in providing technological assistance to the average consumer
that is interested in all the newest technological gadgets (smartphone, tablet, laptops, printers) but does not
necessarily have the time or background to maintain their operation. IT Today would like to provide 24/7
technological assistance as well as assistance in networking. The company goal is to put together this business
with the end result of a profitable business model.


Unit IV Marketing Plan Assignment-Situation Analysis
 Segmentation & Target Market Analysis
 Competitive Analysis
SWOT Analysis

This section will begin with an application of segmentation of the market of your selected company. Think about
behavioral, psychographic, demographic, and geographic criteria that might help you in segmenting the market. Once you
have completed the segmentation, identify the target market that your company will focus on including your rationale. It's
important for the marketing manager to understand the competitive environment within the industry in which they operate.
Compile a detailed competitive analysis looking at the top 3 or 4 competitors and differentiating each against your
company. Finally, assemble and thoroughly explain a SWOT Analysis with a minimum of three elements under each area.
Deliverable: The format of this professional Marketing Plan is essay format with subheadings using Microsoft Word. As
this assignment is a comprehensive plan, additional research and support should be included using a minimum of three
sources correctly formatted to APA standards on the reference page. In-text citations should also be used. The length for
each assignment submission is minimally three pages long, double-spaced, plus title page and reference page.
Information about accessing the Blackboard Grading Rubric for this assignment is provided below.

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Marketing and Analysis for Top IT
Ima G. Student
Lookout University

Segmentation and Target Market Analysis

Segmentation variables that TOP IT focuses on are Geographic segmentation, Demographic segmentation, Psychographic segmentation and Behavioral segmentation. TOP IT is segmented to the metropolitan Charlotte, NC area, with a population of 658,000 (US Census). We see our key demographic as small business owners with up to 50 employees, as 95% of business; we also see residential business, primarily coming from the employees of the small businesses.

Both segments are daily users of technology, and frequently throughout the day. They are educated, 36% with a bachelor's degree or higher (US Census), average to upper income, open to new technology and eager to learn but not and higher income. The primary age range is 26-50, which make up 67% (US Census) of the overall population, with clients made up of 50 percent men and 50 percent women.

The clients' needs will be urgent, in many cases, relating to computer repair or restoration. Top IT recognizes the area's lack of computer repair services along with impersonal service, low quality and comparatively expensive service provided by the computer manufacturers. Top IT's service, quality and reasonable rates will be the calling card and generate loyalty and repeat business for their business or personal computer service needs.

Competitive Analysis

Best Buy is a national chain with two stores within a 50 mile radius of Charlotte, NC. As a national chain, they are a known and recognized name known primarily for selling electronics. They do offer computer repair service; depending on the area, it is offered in-store, but through a third ...

Solution Summary

This solution contains an example of a Marketing Plan including SWOT and Competitive Analysis, Segementation and Target Market Analysis.