A Marketing Plan for New Software
The Research and Development
department of your software company has developed a way of getting information
from consumers about their buying habits. They have created an ‘unmet needs
list’ that accurately anticipates future purchases. However, this information
comes from the customers’ use of credit cards and bank cards, causing privacy
concerns to be discussed. After initial testing, it is found that this new
software can predict with some 95 percent accuracy what product a consumer will
likely buy in the next 30 days.
Senior management is optimistic
about the product and has asked you to develop a marketing plan. Write a
comprehensive marketing plan that identifies your market, establishes a price
point, chooses a distribution channel, proposes a communication (advertising)
venue, and identifies who will be the buyer of the product. Support your plan
with sufficient research.
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