Marketing Plan Essay Example | Topics and Well Written Essays - 3000 words - 5

Marketing Plan - Essay Example The product is called Slate, which is customized tablet computer for younger students at the preschool and early childhood level. The marketing plan is therefore to set out the objective for the sale of the Slate in the next 3 years. The plan is based on the current marketing audit of the firm, which is in the tablets market. Based on the marketing audit, appropriate market strategies are adopted to make the achievability of the objectives possible. To gain a better understanding of the current market in which the Slate will be marketed, a SWOT analysis is used to examine the internal environment of the company selling the product, and a competitor analysis is used for the external environment of the company. Based on information given in figure 1, it would be noted that Apple, Samsung, Asus, and Lenovo are the three leading global competitors. A competitor array model which is based on the benchmarking theory (Darden & Babin, 1994) is there used to produce a competitor matrix for the four major competitors. The competitor array model identifies four major industry success factors and assigns a weighting for each of them (Chan-Olmsted & Jamison, 2001). Each competitor is then rated based on the industry success factor so as to find the intensity of competitiveness of each competitor. The outcome with the competitor matrix is given below. Based on the matrix above, it would be seen that with reference to the key industry success factors, Samsung presents the highest competitive rivalry followed by Apple, Asus and Lenovo respectively. The competition from these companies would be experienced if they switch to the product innovation of the Slate, which focuses specifically on early childhood educational syllabus content. In order to achieve the objectives set above, it will be important that some marketing theories and frameworks will be applied in the