Internet Security
...to gain market share in this space, security software offered to the market must contain virus research, tracking, alerting, and clean-up services. This marketing plan will evaluate the marketplace and propose product components, promotion, and price in order to meet a sales forecast which will put Encore as one of the top three security segment products by 2008.
The primary target market for security software is internet users. Internet usage has grown dramatically in the past 10 years. Today, 70% of US households are online, and this population is expected to grow to 95% by 2010. Due to the large percentage of households which are online, there is little customer differentiation in age, income, gender, or national origin. There are differences on the populations' primary usage of the internet; therefore, this plan focuses on meeting customers' needs based on a behavioral based customer segmentation.
The primary marketing strategy discussed in this marketing plan will be one of differentiation. By 2008, Encore will sell 400,000 units annually with gross revenues of $30M and a contribution margin of 52%. Encore will be able to differentiate itself from its competitors by offering one of the highest quality products in the security software space. In order to be successful, Encore's high quality must resonate in its product reviews, from user experience, and the product packaging. This plan will show the necessary steps that Encore must take to be in the top three security suite sales in the market.
1 Situation Analysis
1.1 Product offering
Encore, a top 10 PC software publisher, offers a portfolio of software products in retail outlets such as Staples, Office Depot, Best Buy, and CompUSA across the United States. Encore has historically been known for its family entertainment, productivity, and education software. Most recently,...
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