Transcript BADM 370 Marketing Project

Marketing Plan for HostGlory
Lucas Janssen
Brandon Nase
Jesse Cooney
John Heidebrink
Environmental Analysis
Competitive Forces
Hostway
+ Full-service host
- High setup fees
Hostcentric
+ Full-service host
- Expensive services
FutureQuest
+ Customized control panel
- Inadequate support
Environmental Analysis
Economic Forces
4th Quarter of 2004
Showing more improvement
Job increases over the last 15 months
New momentum in corporate spending
Environmental Analysis
Political Forces
Republicans gaining control of both houses
Tax cuts for businesses
HostGlory has no affiliation with any publicly
elected officials
Environmental Analysis
Legal and Regulatory Forces
Copyright Infringement
Illegal Data Transfer
Service Level Agreement
Acceptable Use Policy
Terms of Service
Environmental Analysis
Technological Forces
Better security for customers
Most current products and services
Environmental Analysis
Sociocultural Forces
More people doing business online
Consumer’s lack of confidence boosts new
online security
Target Market
Demographic Characteristics
Males and Females
Ages 22 to 50
Annual Income $35,000 to $120,000
Employed as
CEO of Company
Manager of Sales
Manager of Marketing
Target Market
Geographic Characteristics
Local and Nationwide
Internet Access
Urban Areas
Target Market
Psychographic Characteristics
Outgoing
Self-Motivated
Looking for New Opportunities
Interests in Technology
Target Market
Product-Usage Characteristics
Daily
Customer Support
Updating Web Site
Processing Orders
SWOT Analysis
Strengths
Owned and operated by younger person
Low costs equals low product prices
Offer personal support to each customer
SWOT Analysis
Weaknesses
Owned and operated by a young person
Small customer base
Not well known among the hosting industry
SWOT Analysis
Opportunities
Growing online business
Growing customer base
Ability to expand and offer more products
Gaining recognition by word of mouth
SWOT Analysis
Threats
Competition
Other companies matching or beating our
prices
Cost increases in operations
Marketing Objectives
Obtain 180 new hosting accounts within
the first year of operation
Offer the best support in the industry
Increase the
amount of
services and
products offered
to our customers
HostGlory’s Position Map
HostGlory
H
i
g
Hostcentric h
Cost
Low
HostWay
High
FutureQuest
L
o
w
Quality of Service
Marketing Strategy and Implementation
Product and Pricing
Standardized Packages
Customized Packages
Price is dependent on the options needed
Marketing Strategy and Implementation
Distribution
Online selling
Personal contact with customer, we
manage the customers business online
HostGlory is a service provider, who caters
to business users and consumers.
Marketing Strategy and Implementation
Promotion
Personal selling to businesses in our
geographic region
Activities
Purchase the Orange Plan, receive free domain
name
Purchase a domain name, receive Blue Plan
free for two months
Offer free HostGlory t-shirt to the first fifty
customers
HostGlory
Visit our site at www.hostglory.com
Any Questions?