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Compu Star Marketing Plan

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Submitted By farazahmad31
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Marketplace Marketing Plan

Marketing 5332: Executive Decisions in Marketing

Company Name: CompuStar

Game 3, Team 1
Spring 2008

Executive Personnel: Jason Juren VP Finance Tameisha Smith VP Advertising Reagan Simpson VP Sales Management Monica Greak VP Brand Design

Marketplace Marketing Plan
Marketing 5332: Executive Decisions in Marketing

I. Executive Summary -

CompuStar started the first year very optimistic that it could design a strong brand and create a powerful advertising campaign that would lead us to dominance in the market. Our optimism regarding our brand design was well placed, and as of Q5 we have maintained the strongest workhorse brand with a score of 72. We expect this score to improve even further in Q6 given the new R&D items we have purchased (New Word Program & High Speed modem). While the CostCutter brand has been a bit more volatile (We no longer had the best brand as of Q5 68 versus MicroChip's 72) we believe that our coming changes to the brand will give us the strength we need to recapture the market and re-establish ourselves as the premier CostCutters. In year two we plan to continually redesign our brands as we learn from our competitors and as we gather more market data. We have also planned the launch of an Innovator brand and a Traveler brand. These brands are simply copies of the best brands on the market. We feel that by doing this we can capture the under-served markets in which we have no real competitors and at the same time deny valuable resources to our competitors. These new brands will of course be updated as our competitors launch improved versions and if they prove successful we will purchase R&D components for them and attempt to surpass the competition with them. Our optimism regarding our

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