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Mktg 522 Essay

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‘X’ Factor Marketing Plan
Annapurna Sunkara
Week -7
Keller Graduate School of Management
MM522 Marketing Management

TABLE OF CONTENTS
1.0 Executive Summary                                   3
2.0 Situation Analysis 4
2.1 Market Summary 4
2.2 SWOT Analysis 4
2.3 Competition 7
2.4 Product Offering 7
2.5 Keys to Success 8
2.6 Critical Issues 9
3.0 Marketing Strategy 10
3.1 Mission 10
3.2 Marketing Objectives 10
3.3 Financial Objectives 10
3.4 Target Markets 11
3.5 Positioning 12
3.6 Strategies 13
3.7 Marketing Mix 14
3.8 Marketing Research 16
4.0 Controls 18
4.1 Implementation 18
4.2 Marketing Organization 18
4.3 Contingency Planning 18
5.0 Conclusion 20
References 21

  1.0 Executive Summary
Within the intensely competitive, global and extremely dynamic computer hardware industry, there exists the very profitable and fast growing segment of gaming and multimedia PC’s, which can be effectively targeted as a high potential future growth segment. Dell being a global brand with a very effective and established supply chain is ideally positioned to take advantage of this opportunity, and include an excellent new product offering as part of its global portfolio. Given the target market it seeks to address, which is made up of hardcore gamers and multimedia enthusiasts, who are ready to put in a lot of time and involvement in their purchase, and ready to pay premium pricing, the product has to be positioned as an exclusive, high end product, with the latest and best features that technology has to offer. To achieve this positioning, a detailed marketing plan consisting ob objectives, elements of the marketing mix, positioning, implementation of plan and control are discussed, with objective of ensuring effective product launch and creation of a very strong position in the minds of the target customer.  

2.0 Situation Analysis
2.1 Market Summary
The computer hardware industry can said to be a global,...

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