1 Final Marketing Plan
Final Marketing Plan
California State University of Northridge
Group 12
Brian Caballero
Sean Brode
Andy Kasparyan
Gabriela Dubon
Gavin Aguilar
Isaiah Holmes
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Table of Contents
● Executive Summary
● Strategic Plans
○ Company Mission Statement
○ Company Objectives
○ Company SWOT Analysis
● Market Focus
○ Target Audience
○ Company Positioning Statement
○ Perceptual Map
● Marketing Mix (Four P’s)
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Executive Summary
Easy Tech is a company that will reach people all around the world. Easy Tech will be
known for its advanced technology at a fair market price– targeting families, schools and
corporations. With the intention of being worldwide, the purpose of Easy Tech is to leave no
consumer behind. Easy Tech will strive to make all software extremely user friendly so that
people ranging from little to no knowledge of technology, will not be discouraged in entering the
new world of advanced technology.
Easy Tech proposes this marketing plan where we will go in depth with our company’s
strategic plan, mission statement, objectives, and market focus. Additionally, a thorough
S.W.O.T analysis will come to show the true potential our company will have globally. Lastly,
we will conclude our proposal with our market focus and the audience our company will target.
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Strategic Plan
A strategic plan for EasyTech would go as follows;
First would be to identify our target audience of individuals looking for user-friendly technology.
Then we would develop a clear and compelling brand message that emphasizes ease of use and
accessibility. Next would be to create engaging and informative marketing content such as blog
posts, social media posts, and product demonstrations. We would then combine steps two and
three in order to use targeted advertising to reach our audience. Lastly, we would measure and
analyze the effectiveness of our marketing efforts.
Company Mission Statement:
At EasyTech, we are dedicated to creating high-quality tech products that are easy to use
and accessible to everyone. Our focus is on ensuring that our customers have a seamless and
enjoyable experience when using our products, and we strive to make the latest technology
accessible to people of all backgrounds and abilities. We believe that technology should be
accessible to everyone, and we are committed to making that a reality.
Company Objectives:
Easy Tech as a company strives to provide everyone globally with the opportunity to access
technology. No matter the age bracket or demographic Easy Tech wants to provide a user friendly
technology across the globe. All of this at a financially friendly price for all.
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Company Situational (SWOT) Analysis:
Easy Tech’s strengths are positive aspects of the company that will help it become one of
the most dominant tech companies in the world. Many strengths factor into making Easy Tech
easily accessible globally in order to provide customers of all ages with a cost effective, user
friendly platform. Just how Easy Tech aims to satisfy their customers Easy Tech also has created
an excellent work place for its employees creating strong teams by encouraging innovation as
well as hiring highly skilled individuals.
There are some factors that Easy Tech faces that can negatively affect the company's
growth. As seen in the chart below a drive up in commodities may cause the company to choose
between a loss of quality in favor of convenience or a loss in quantity of product due to
providing a high quality product that brings high cost. Other factors that may hinder Easy
Tech’s growth include its small amount of brand recognition that it currently has compared to
other big tech companies.
Easy Tech has many opportunities that they can take advantage of to increase their sales
and production. In order to gain solid brand recognition Easy Tech will target its marketing to all
ages and demographics around the world. By building new opportunities for qualified
professionals Easy Tech will be able to create new software and technologies to improve
customer user experience.
As a newer Tech company Easy Tech faces some threats from bigger companies that
dominate the market such as Apple or Microsoft. Due to these bigger companies Easy Tech may
see a slower customer adaptation to its products because consumers may be scared to switch
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products. Easy Tech may have great opportunities in many untapped markets globally but it can
face potential issues with global distribution of its products.
STRENGTHS
WEAKNESSES
e.g.:
e.g:
● User-friendly platform
● Cost effective
● Ensures customer satisfaction
● Subtable for all ages
● Products are offered worldwide
● Strong team
○ Excellent workplace
● High-speed internet may be
required
● Small amount of brand recognition
● Push to production before we are
ready
● Drive to commodity, may lose
quality in favor of convenience
○ Fast growing company
OPPORTUNITIES
THREATS
e.g.:
e.g.:
● New software
● Build new opportunities for
qualified professionals
● New technologies to improve user
experience
● Target marketing to all ages and
demographics globally
● Economically accessible to
consumers no matter income
● Security concerns (data security)
● Big companies (apple, Microsoft
● People scared to switch from what
they already use
● Global distribution issues
● Potential counterfeit products
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Market Focus
The market focus for EasyTech is on individuals and businesses who value ease of access
and simplicity in their tech products. This includes people who may be intimidated by complex
technology, as well as those who simply want a user-friendly experience.
Company Target Audience Overview:
The United States, European, and asian markets were all chosen mainly due to their
market size. According to Dante Carlton at the imported consumer products, the top 3 countries
in Laptop sales included the United States, Germany and Japan. These 3 regions account for
more than 50% of the market share of laptop sales. This aligns with our organization's objective
of spreading technological innovations to everyone. In a more specific approach, Easy Tech will
target baby boomers who are not tech savvy and millennials who prefer quality over quantity.
However, as we target those segments, we plan to also target educational institutions who might
prefer budget items only.
Educational institutions market was chosen because of its expected growth rate which is
expected to be 16.5% between 2022 to 2030, meaning that its market size value would go from
its current 127.0 billion USD to 429.5 billion USD by 2030. Educational institution market has a
strong compatibility with our organization's objective of providing a demographically and
geographically user friendly technology to students, educators, and businesses globally.
Although there are some big competitors such as Apple and Chegg, our organization has a
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positive competitive position because of our hardware segment which led the education
education market by 41.75% in revenue shares in 2021.
Company Positioning Statement and Perceptual Map:
From boomers to millennials, we want to be viewed as a company that is affordable as
well as easy to use. From tech-savvy to not tech savvy, and quality over quantity, we want our
software to be perceived as user friendly as well as globally affordable. We will be using the
differentiation positioning approach towards The United States segment against our competitors
such as Apple, Microsoft and Dell. We will be different by using our own software focused on
ease of use for all types of users.
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The Marketing Mix (4 P's):
● Product
○ Our company Easy Tech will sell personal electronic devices at a high
quality. These include both a laptop computer as well as a desktop
computer. We will also sell a tablet for an even more portable option.
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● Price
○ Our product will be below the current market. Our values align with
bringing a financially viable option to everyone across the globe and
market values of competing companies such as Apple are too high for
many. We want to impact many across the globe and being purchasable
by many is a necessity in our company goals.
● Place
○ Our product will be available for purchase online, or local electronic store
● Promotion
○ Our product will be promoted through the media. As it becomes popular,
our product will promote itself. It will become a norm to have, whether in
a household, school or office.