Strategic Marketing Plan

Strategic Marketing Plan

Marketing Goals

The Project has sole or joint responsibility for the first five of the success criteria

listed above. In the five years since launch, [url removed, login to view] has been highly

successful in attracting downloads8 and distribution. However, its share of the

global office productivity suite market is probably no more than a few percent9, with

Microsoft's Office product (MS-Office) the firmly entrenched market leader.

Studies have shown the difficulty of replacing an established brand leader in

conventional products. For example, one study was made of 25 brands that held

the number one position. Sixty years later, 20 of those 25 brands still held the

number one position. Similarly, studies show that historically, the top three brands

in a product category typically occupy market share in a ratio of 4:2:1. Gartner

Group predicted in May 2002 that the [url removed, login to view] codebase could eventually

reach 10% market share10.

On the other hand, academics such as Christensen have demonstrated that under

certain conditions, newcomers can dethrone even the most firmly entrenched

Market Segmentation

What is an Office Suite

The concept of an office suite arose out of the limitations of legacy computing

technologies. Word processors, spreadsheets, and drawing packages each met

generic office user needs; bundling them together made good commercial sense.

So, in featuresiii terms, an office suite is typically a bundle of a word processor,

spreadsheet, and presentations package with a similar look and feel and


However, in benefits terms, the Project would define an office suite as a single

package that helps a large population address the most common tasks in their

working lives. In today's internet-enabled offices suggests that the conventional

trinity of applications is no longer sufficient. The Project contends that a single

package that helps a large population address the most common tasks in their

working lives is incomplete without at least email and web browser capabilities.

Types of Office Suite

Providing different 'flavours' of office suite enables COTSiv software vendors to

achieve marketing goals including targeting different markets, introducing

differential pricing, or extending the life of products.

Entry Level

These software packages provide basic 'office' functionality within a single offering

(e.g. Microsoft Works). The Project contends that users are constrained into this

segment by one or more limiting factors, such as: price (the user cannot afford

anything better); requirements (the user's needs are completely met by the

product); hardware (the users PC cannot run bigger software); knowledge (the user

believes they can only use this product); and so on.

Product Goals

Thanks to the long history of development,[url removed, login to view] is a mature product and

independent reviewers acknowledge that it 'provides the core functionality that

most users need'11. The Community's goal is for [url removed, login to view] to stay in this

position of meeting all the needs of the typical 'office' user; to offer a simple and

clean migration path from significant competitors; and to be available to users on

the platform and in the language of their choosing.

The roles of the Marketing Project in meeting this product goal are primarily those

of ensuring product development meets the evolving needs of users, and attracting

members to the Community who will become active in any aspect of the

Community's activities. As explained earlier, this Plan looks at the first of those


Skills: Article Submission, Customer Support, Data Entry, Data Processing, Order Processing

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About the Employer:
( 0 reviews ) BILASPUR, India

Project ID: #1272681

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Hi Can you please provide with more details? Thank you Have a blessed day

$8 USD / hour
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