Mba Thesis on Marketing Plan
ICT SYSTEMS MARKETING PLAN by Ladan Mehrabi Graduate Diploma in Business Administration, Simon Fraser University, 2006 Bachelors Degree in Electronics Engineering, Tehran Azad University, 2001
PROJECT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION In the Faculty of Business Administration © Ladan Mehrabi, 2009 SIMON FRASER UNIVERSITY Summer 2009
All rights reserved. However, in accordance with the Copyright Act of Canada, this work may be reproduced, without authorization, under the conditions for Fair Dealing. Therefore, limited reproduction of this work for the purposes of private study, research, criticism, review and news reporting is likely to be in accordance with the law, particularly if cited appropriately.
Approval
Name: Degree: Title of Project: Ladan Mehrabi Master of Business Administration ICT Systems Marketing Plan
Supervisory Committee:
________________________________________ Dr. Michael Parent Senior Supervisor Associate Professor Faculty of Business Administration
________________________________________ Dr. Neil R. Abramson Second Reader Associate Professor of Strategy Faculty of Business Administration
Date Approved:
___________________________________________
ii
Abstract
This thesis is a marketing plan for ICT Systems to help the company increase its sales and market share. This paper examines the current status of the organization to determine measurable financial and marketing objectives for the year 2010. In this plan, we analyse the market and competitors as well as the internal capabilities of ICT Systems. Market analysis helps ICT Systems to determine its primary and secondary target markets. It would also help the company to determine whether or not product development is required. Careful analysis of the company’s internal resources as well as its external environment helps ICT Systems to find opportunities and prevent threats. The marketing
PROJECT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION In the Faculty of Business Administration © Ladan Mehrabi, 2009 SIMON FRASER UNIVERSITY Summer 2009
All rights reserved. However, in accordance with the Copyright Act of Canada, this work may be reproduced, without authorization, under the conditions for Fair Dealing. Therefore, limited reproduction of this work for the purposes of private study, research, criticism, review and news reporting is likely to be in accordance with the law, particularly if cited appropriately.
Approval
Name: Degree: Title of Project: Ladan Mehrabi Master of Business Administration ICT Systems Marketing Plan
Supervisory Committee:
________________________________________ Dr. Michael Parent Senior Supervisor Associate Professor Faculty of Business Administration
________________________________________ Dr. Neil R. Abramson Second Reader Associate Professor of Strategy Faculty of Business Administration
Date Approved:
___________________________________________
ii
Abstract
This thesis is a marketing plan for ICT Systems to help the company increase its sales and market share. This paper examines the current status of the organization to determine measurable financial and marketing objectives for the year 2010. In this plan, we analyse the market and competitors as well as the internal capabilities of ICT Systems. Market analysis helps ICT Systems to determine its primary and secondary target markets. It would also help the company to determine whether or not product development is required. Careful analysis of the company’s internal resources as well as its external environment helps ICT Systems to find opportunities and prevent threats. The marketing
References: Works Consulted: Canadian Small and Medium Business Markets: Special Study by IDC: Filing Information: October 2006, IDC #IDC-ITAC2006, Volume: 1 2008 SMB IT Budgets North America: It’s Back To Basics: Special Study by FORESTER, Michael Speyer, March 2008 The State Of Enterprise IT Budgets: 2008: Special Study by FORRESTER, Andrew Bartels, March 2008 Refining Market Segmentation Through Cluster Analysis: Targeting SMB 2.0s: Special Study by FORRESTER, Paul Edwards, February 2009 Hollow Out The MOOSE: Reducing Cost With Strategic Rightsourcing: Special Study by FORRESTER, James Staten, March 2009 Recession and Impact on Outsourcing: Special Study by IDC Websites Consulted: http://blogs.forrester.com/marketing/2008/08/b2b-marketers-e.html http://www.itworldcanada.com/ http://www.cisco.com http://www.biv.com 70