Marketing Plan - Product launch strategy Term Paper

Marketing Plan - Product launch strategy - Term Paper ExampleKeeping this in view, ENTOUCH telecom has obdurate to launch electronic online store. This will help the company in the process of attracting and retaining more customers, which in turn will result in increasing the append profits and market place share of the company. Background and Relevant Issues Telecommunication industry is one of the growing industries all over the globe. It has become one of the most paid and worth investing industry. There is always an increasing need of different products and devices which assist people in the process of communication. Communication has become one of the master(prenominal) needs of the todays global realness. At the same time it is worth considering that there is considerable shift in the shopping behaviour of the customers. to a greater extent and more people are shifting towards online shopping. Online shopping provides the customers with more convenience and ease. New Serv ice Strategy and Purpose of Strategy Owing to the increasing snub of online shopping, the company is looking forward to launch a new e-store. This online store will enable the target customers to shop for their favourite telecommunication products over the internet. ... he purpose behind this strategy is to provide the customers with ease and comfort of shopping from home and at the same time increasing the market share of the company. calling Current Offerings ENTOUCH telecom offers almost everything which is required to make a phone system in an office or at home. There are several(prenominal) corded and cordless digital phones offered by the company for home and business usage. In addition to this, the company offers several telecommunication products and accessories like headphones, headsets, conferencing equipments etc. Products and accessories from the worlds renowned manufacturers are available which includes Plantronics, Sennheiser, Jabra etc. OBJECTIVES There are several aims and targets of ENTOUCH which it is looking forward to accomplish with the launch of this new service. Five main objectives in this regard are 1. To increase the sales of the company by 10 percent within the time period of one year. 2. To increase the market share of the company by 5 percent within the time period of one year. 3. To increase the penetration in the New Zealand market to the take of 60 percent. 4. To enter into international telecommunication market by capturing around 5 percent share in the first year. 5. To improve the market experience and reputation. SITUATIONAL ANALYSIS Before entering into any new market segment and introducing any new product or service, it is important to thoroughly analyse the overall situation of the industry and market. It is essential for the organisation to investigate, explore, and analyse both, internal and external, environment. This is the first step in the process of designing effective marketing strategy and picture (Anders on, 1982). Industry Analysis and Key Trends The overall telecommunication industry is