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Table of Contents Introduction4 Market Environment5 Market Segments11 Product Offering14 Organizational Strength Weakness15 Product Positioning17 Adoption Cycle18 Products Life Cycle20 Ansoff Product Matrix20 BCG Matrix21 Bowmans Strategy Clock22 Market Share23 Sales Forecast23 Marketing Mix24 Product24 Price27 Placement28 Promotions29 Advertising29 Event Marketing31 Public Relations31 On-line Marketing32 Monitoring and Evaluation34 Reference36 Introduction This marketing plan describes the general course of action and recommendations for the marketing effort of Color Laser Printer It describes about the opportunities in the printer market environment such as market size trend technological economic and market profitability General market segment based on the public non-public government and end-user sector Target segment that will be on hotel industry and product offering will be based on Xerox Phaser 7700 Color Laser Printer It will also explain brand and product positioning tactics strategies for Fuji Xerox technology Australia Marketing objectives have 2 components 1Goal -differentiate our product and service from our competitors -Increase market share and sales -Ehance relationship with our existing and new customers -Increase marketing effort -Expand the number of distributors 2Benchmarking -cost reduction as a benchmark to increase Xerox annual revenue Market Environment Market Trends During November 2002 the laser printer market trend had shown a positive growth of 12 Laser printer sales had posted a 6 volume growth and 16 increase in value A positive year-on-year growth trend is evident in this segment Market Profitability The intensity of competition among existing competitors -At least 12 existing competitors in the marketplace -Product offering and strategies offered by the competitors are different -Numerous or equally balance competitors -Competitors commitments are high towards channel members and customers -Competitors have the economies of scales and cost advantages -Exit barriers are high due to specialize assets as machines are costly to transfer to other application 61607The existence of potential competitors who will enter if profits are high -Low potential competitors due to high entry barriers
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