Executive Summary
Situation Analysis
Internal Analysis
3D systems, called stereolithography rapid prototyping (SLA), are complex and costly. CEO Chuck Hull, changed the SLA systems to 3D systems, which focus on rapid design, communication, prototypes and the production functional parts and products. 3D systems will begin to produce 3D printers with the acquisition of Z Corporation Company, .
External Industry Analysis
After 3D systems acquire Z Corporation Company, they will rise to the top of their industry which has $3 billion market shares currently.
Competitor Analysis
The two main competitors currently are Delcam and Dassault Systèmes. They focus on creating software, developing systematic engineering and design processes.
Objectives
To grow awareness for Cubify normal user, the 3D system implements integrated marketing communications(IMC) plan to capture new target market. The IMC objective aims to increase exposure and awareness while maintaining its current positioning and identity.
Implementation
Increase family and average income customers usage of 3D printers by 20%
Increase 3D printer showrooms by 3 downtown areas of major cities.
Increase 15% exposure and awareness using social media like facebook, Twitter and Youtube.
Finance
A fair value estimate of the cost for the IMC campaign is: $2,766,058.2. By forecast average price for 3D printers is $20,000, 3D Systems must sell around 2,000 3D printers every year to break even from this proposed IMC campaign.
Evaluation
The success of this integrated marketing plan will be measured by actual profit margin, increase of social media followers, coupon usage, market shares and number of new stores.
Conclusion
Our IMC plan will increase awareness of 3D Systems and its printing capabilities will help us continue to develop advanced technology while taking care of the environment at the same time.
Introduction
Imagine a world where anything you image could be printed into something that you can…