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E-commerce Market The firms objectives can be met and a go-ahead is suggested subject to addressing the recommendations Macrosegmentation of the market identified machinery wood base metals and plastics as target markets for the firm Revenue expectation based on a 04 market share is 329000 Break even is 259000 and requires contributions from 17 customer projects at an average billing of 15000 The budget set for implementing the promotional mix is 100000 Target ROI 15 The following recommendations must be considered before start-up 1 Protect service names and marks 2 Conduct a microsegmentation analysis to refine market segment intelligence 3 Develop multisegment targeting strategies for the chosen markets 4 Ensure that funds are in place for first years operation 5 Develop a decision support system including customer details candidates for networking and reciprocity 6 Complete 3 - 4 assignments at cost to establish a credible portfolio Use as a source of referrals 7 Obtain ISO 9000 certification - walk the talk Apply benchmarking standards 8 Develop assessment and promotional tools using the firms service If the service is to work for the client it should work for the firm 9 Finalize details of the promotional plan 10 Develop influence as a trade mission co-ordinator Organizational Mission The firms mission is to provide innovative and effective global marketing services to British Columbia industries They focus on E-business as a primary means of achieving client objectives and measure their effectiveness in terms of customer satisfaction and referral business Market Opportunity Analysis Analysis of the size and sustainability of various market segments The segmentation basis used is demographic Primary descriptors are geography customer type growth rate and size Demographics - BC Statistics 61483 There are 13700 small and medium exporters in BC - 46 of all businesses in British Columbia They account for 37 billion or 13 of British Columbias total export value The average small and medium exporter typically exports 269500 annually
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