Introducing Xo Computers to Colombia
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Introducing XO Laptops to Colombia
Executive Summary
This report provides an analysis and evaluation of the situation concerning XO Computers. Included in this analysis are marketing objectives, product adaptation, promotion mix, channels of distribution, and price determination. Although the main use of these computers was meant to be sold to schools for a low price, our company has found that these computers can be successfully sold in other markets as well. In Colombia, we can market our XO computers to both the rich and the poor. We will aim to target children of Colombian coffee farmers who strive to learn but cannot afford expensive technology. In fact, there are 618,199 households in the coffee-growing region of Colombia. In addition, there are 653,471 children aged between 5-19 years old (average of one school-aged child per household) in these areas. About 39% of the population in the coffee-growing region (made up of Caldas, Risaralda, and Quindío regions) did not finish primary school and/or secondary school. So, we believe that there is a large market that would be interested in our product. The price will be set at $250, which we believe is a reasonable price. Based on the average income of a Colombian worker, we believe that our product will be well received in the Colombian coffee regions. We believe that the adults will want to invest in their child’s future, as well as buying a well-made piece of technology for an inexpensive price.
Table of Contents Introduction 4 Part 1: Market Audit and Competitive Market Analysis The Product 5 The Market 7 Part 2: Preliminary Marketing Plan Marketing Objectives 9 Product Adaptation or Modification 11 Promotion Mix 13 Channels of Distribution 16 Price Determination 18 Appendix 20 References 21
Introduction
The purpose of this marketing plan is to reach out to children who work on the coffee farms. These children are
Introducing XO Laptops to Colombia
Executive Summary
This report provides an analysis and evaluation of the situation concerning XO Computers. Included in this analysis are marketing objectives, product adaptation, promotion mix, channels of distribution, and price determination. Although the main use of these computers was meant to be sold to schools for a low price, our company has found that these computers can be successfully sold in other markets as well. In Colombia, we can market our XO computers to both the rich and the poor. We will aim to target children of Colombian coffee farmers who strive to learn but cannot afford expensive technology. In fact, there are 618,199 households in the coffee-growing region of Colombia. In addition, there are 653,471 children aged between 5-19 years old (average of one school-aged child per household) in these areas. About 39% of the population in the coffee-growing region (made up of Caldas, Risaralda, and Quindío regions) did not finish primary school and/or secondary school. So, we believe that there is a large market that would be interested in our product. The price will be set at $250, which we believe is a reasonable price. Based on the average income of a Colombian worker, we believe that our product will be well received in the Colombian coffee regions. We believe that the adults will want to invest in their child’s future, as well as buying a well-made piece of technology for an inexpensive price.
Table of Contents Introduction 4 Part 1: Market Audit and Competitive Market Analysis The Product 5 The Market 7 Part 2: Preliminary Marketing Plan Marketing Objectives 9 Product Adaptation or Modification 11 Promotion Mix 13 Channels of Distribution 16 Price Determination 18 Appendix 20 References 21
Introduction
The purpose of this marketing plan is to reach out to children who work on the coffee farms. These children are
References: 1 .Coffee kids - coffee facts. (2012). Retrieved from http://www.coffeekids.org/aboutus/ 2 3. Departamento Administrativo Nacional de Estadistica. (2005). Censo General 2005 Nivel Nacional. Retrieved from http://www.dane.gov.co/censo/files/libroCenso2005nacional.pdf 4 5. Eitelbach, D. (2012, January 30). Average windows laptop costs $456, down 14 percent in 24 months. Retrieved from http://blog.laptopmag.com/average-windows-laptop-costs-456-down-14-percent-in-24-months 6 7. Kennan, M. (2012). How to calculate a markup. Retrieved from http://www.ehow.com/how_7952483_calculate-markup.html 8 9. Peters, T. (2012, April 13). Colombia 's average wage less than half global average. Retrieved from http://colombiareports.com/colombia-news/economy/23414-colombias-average-salary-lower-than-global-average.html 10 11. The coffee people | café de colombia. (2010). Retrieved from http://www.cafedecolombia.com/particulares/en/la_tierra_del_cafe/la_gente_del_cafe 12