Marketing Plan 3D printing
7.2 Market Objectives
Objective of this marketing plan for 3D printing is to create awareness to new customers in education industry, increase market share, and provide customized value-added solution to current users.
3D printing is considered a new technology in Singapore, so to achieve the objectives, we proposes Stratasys to make use the lateral diversification strategy. The reason of adopting this strategy is to improve its profitability and sustainability of the organization. The objective may be achieved through 3 phases.
In the short-term (1 year), the objective is to create awareness through newspapers, online advertising and live demonstration will be conducted at institutes’ open house events, and where the new students will be introduced to this new technology together. Stratasys can also select some institutes to trial on this printer for 6 months which will helps to augment its marketability and school’s perception of the product.
In the mid to long term (2 to 4 year) the objective is to provide customization and value-added solution to institutes that have been consistently using our products and services. Customization will be offered to meet institutes’ requirement and we can offered includes product training and customer consultation on the printers that are offered to them. Stratasys can also provide maintenance, repair service and improving product safety as an additional value-added solution. This will aid in promoting more institutes to use 3D printing in product development through word-of-mouth recommendation.
In the long term (4 years onwards) the technology will be well recognized in the minds of the most institution, and this will enable Stratasys to gain loyal customers. With an increase in market share, Stratasys will be able to fine-tune on the price offered to make it affordable to allow more users to explore the technology, and also created more applications for it. For example, smaller printers will be produced to cater to
Objective of this marketing plan for 3D printing is to create awareness to new customers in education industry, increase market share, and provide customized value-added solution to current users.
3D printing is considered a new technology in Singapore, so to achieve the objectives, we proposes Stratasys to make use the lateral diversification strategy. The reason of adopting this strategy is to improve its profitability and sustainability of the organization. The objective may be achieved through 3 phases.
In the short-term (1 year), the objective is to create awareness through newspapers, online advertising and live demonstration will be conducted at institutes’ open house events, and where the new students will be introduced to this new technology together. Stratasys can also select some institutes to trial on this printer for 6 months which will helps to augment its marketability and school’s perception of the product.
In the mid to long term (2 to 4 year) the objective is to provide customization and value-added solution to institutes that have been consistently using our products and services. Customization will be offered to meet institutes’ requirement and we can offered includes product training and customer consultation on the printers that are offered to them. Stratasys can also provide maintenance, repair service and improving product safety as an additional value-added solution. This will aid in promoting more institutes to use 3D printing in product development through word-of-mouth recommendation.
In the long term (4 years onwards) the technology will be well recognized in the minds of the most institution, and this will enable Stratasys to gain loyal customers. With an increase in market share, Stratasys will be able to fine-tune on the price offered to make it affordable to allow more users to explore the technology, and also created more applications for it. For example, smaller printers will be produced to cater to