Clixter Inc Marketing Plan
MARKETING PLAN-CLIXSTAR INC.,
Keller Graduate School of Management—MM522
Professor James Frazee
October 2, 2010
TABLE OF CONTENTS
I. Executive Summary
II. Product Description
III. Situation Analysis
A. Market Summary
B. SWOT Analysis
i. Strengths ii. Weaknesses iii. Opportunities iv. Threats
IV. Mission Statement
V. Target Market
VI. Competitors and Substitutes
VII. Pricing
VIII. Channel Distribution
IX. Promotion
X. Promotion Budget
XI. Controls
XII. Implementation
XIII. Appendix
A. SWOT analysis matrix
B. Cost Worksheet
C. Three Year Budget
XIV. Reference
EXECUTIVE SUMMARY
The ClixStar DI100, is a slim, touch screen, prosumer camera complete with an array of features including; built in editing software, face recognition technology, access to the internet, and social networking capabilities. The target market for this camera is estimated at 75 million consumers consisting of males and females, between the ages of 15-35, who have a median household income of $40,000.
Since ClixStar Inc. is the first multimedia digital camera on the market to incorporate the internet and social networking capabilities, the innovativeness of its features is a great strength. Furthermore, the professional features of the camera combined with its consumer level usability and its ability to have features added to it easily are also valued strengths of the product. Nonetheless, there are also inherent weaknesses of the product, which include lack of brand awareness, the product’s heavy dependence on the internet, and security concerns. In spite of the inherent weaknesses, however, the company sees excellent growth opportunities for the ClixStar DI100 in the current budding market for multimedia and multifunction devices. Currently the recent trends in the market show a positive shift in attitude of consumers towards online shopping, individuals’ current need for esteem, and the lowering technology costs involved
Keller Graduate School of Management—MM522
Professor James Frazee
October 2, 2010
TABLE OF CONTENTS
I. Executive Summary
II. Product Description
III. Situation Analysis
A. Market Summary
B. SWOT Analysis
i. Strengths ii. Weaknesses iii. Opportunities iv. Threats
IV. Mission Statement
V. Target Market
VI. Competitors and Substitutes
VII. Pricing
VIII. Channel Distribution
IX. Promotion
X. Promotion Budget
XI. Controls
XII. Implementation
XIII. Appendix
A. SWOT analysis matrix
B. Cost Worksheet
C. Three Year Budget
XIV. Reference
EXECUTIVE SUMMARY
The ClixStar DI100, is a slim, touch screen, prosumer camera complete with an array of features including; built in editing software, face recognition technology, access to the internet, and social networking capabilities. The target market for this camera is estimated at 75 million consumers consisting of males and females, between the ages of 15-35, who have a median household income of $40,000.
Since ClixStar Inc. is the first multimedia digital camera on the market to incorporate the internet and social networking capabilities, the innovativeness of its features is a great strength. Furthermore, the professional features of the camera combined with its consumer level usability and its ability to have features added to it easily are also valued strengths of the product. Nonetheless, there are also inherent weaknesses of the product, which include lack of brand awareness, the product’s heavy dependence on the internet, and security concerns. In spite of the inherent weaknesses, however, the company sees excellent growth opportunities for the ClixStar DI100 in the current budding market for multimedia and multifunction devices. Currently the recent trends in the market show a positive shift in attitude of consumers towards online shopping, individuals’ current need for esteem, and the lowering technology costs involved
References: Farris, D. (2003). Enter the “Prosumer” Age. Library Journal, 128(17), 44-47. Retrieved from Business Source Elite database Galer, M. & Horvat, L (2005). Digital Imaging,( 3rd Ed). Burlington, MA: Elsevier. LaTona, P. (2009, July 19) World Crisis and Man´s Hierarchy of Needs: Boxkite Media. Retrieved September 17, 2010, from http://www.americanchronicle.com/articles/view/110689 Pasini, M. (2008, April 7). IDC on 2007 Sales: Nikon, Sony gain in dSLRs; Samsung up, Kodak holds on in Digicams: The Imaging Resource. Retrieved September 18, 2010, from http://www.imagingresource.com/NEWS/1207604859.html Shanklan, S. (2008, April 2). Underexposed: Canon loses SLR share, as Nikon surges. Retrieved, September 19, 2010, from, http://news.cnet.com/8301-13580_3-9882670-39.html Sony Corporation of America (2010) Retrieved September 18, 2010, from http://www.sony.com/SCA/index.shtml