Describe about the Marketing Plan for Australian Corporate Sector .
Clarinox Technologies Pty Ltd is a Company in Australian corporate sector that was formed in 2001 to offer connectivity technologies for engineers seeking to incorporate the protocols in the devices without generating the algorithms. The firm was a masterpiece of Trish Messiter and Ghokhan Tanyeri who capitalized on the commitments that engineers faced while preparing devices meant to enhance connectivity (Clarinox 2016). The duo focused on developing the connectivity algorithms in the form of software that could be launched into the electronic system of a device and function as an inbuilt protocol. The firm has grown to operate on international platforms with the main office located in Cheltenham, Australia. The business is known for the best products that incorporate the ClarinoxSoftFrame as the primary platform for protocol stack boards necessary for wireless connectivity. The company has produced several brands ranging from simple mobile operating systems to motor wireless vehicle technologies as well as computer-based installations (Clarinox 2015). Nevertheless, the move to an integrated system with the diversity of application tailored to the needs of user’s choices and tastes is transforming the corporate technology sector.
The need to diversify and unify software for powerful and multidimensional application calls for the creation of unified technology-based brands. Such products are composed of multiple stack frameworks where the user only selects the best option (Oinonen 2014; Steininger et al. 2009). The proposed product is a unified operating system that will be prepared for a major version. The version of the electronic-based software will enable the creation of electronics with multiple launching platforms within the same circuit structure that could be launched as a different operating system based on the preference of the customer. The computer-based software will also carry the algorithms of all the other operating systems by the company in a unified platform such that the users can also choose their preference based on the needs and tasks to be carried out. The product will be called UninoxComp and will be used restrictively for computers. UninoxComp will be considered as a category extension since the company is specialized in such products and the new brand will be an incorporation of several existing products into the single unified software to be executed on the same platform.
The product will be associated with several factors related to the market shifts in the technology application across the corporate sector. UninoxComp will be the masterpiece of change since it will offer a diversity of operating systems in a single installation thus eliminating the challenges associated with shifting processes with the existing multiline installations. The product will assist the company to increase the revenue margin by catering for the customers who will desire a unified operating system for a computer application. The application will help the electrical engineers to solve major problems associated with adapting the computer circuits to host several OS as independent platforms for executing users’ tasks. Therefore, UninoxComp will not only offer a solution for corporate multi-computer application but also assist the organization to have a unified application for their individual computer products. Nevertheless, the product development process will be complicated since it will require a higher level of computer programming. The process of creating UninoxComp will involve the merging of antagonistic algorithms that has been the reason why several operating systems exists as independent primary applications. Nevertheless, the unifying process guarantees the formation of the avenues that will not compromise the customer needs as well as the engineers’ needs for a simplified inbuilt primary application that controls the operation of computers.
Evaluation Macro-environment: PESTLE Analysis
The effective performance of the product in the market will depend on nature and trends associated with the external environment (Wiklund, Patzelt, and Shepherd 2007; Arasti, Zandi, and Bahmani 2014; Gupta et al. 2013). Two major macro-environment factors will influence the production of UninoxComp. The product will is set to cater the trends in the market regarding the technological changes. The current need of the customers and corporate entities is a product that can adapt to changing factors in the technology application. The shift to unified communication within the business sector has encouraged the modification of digital platform to cut on cost as well as maximizing efficiency. The development of computers with high speed and large capacity has enabled business corporations to develop effectiveness within the system administration of the firm (Jarke 2008; Vassilakopoulou 2013). However, the need for a unified operating system for computers calls for a sophisticated approach to the technical needs of companies. The level of technology changes, as well as the shifts in customer needs, demands the company to produce a brand that will incorporate the market elements. The capacity of UninoxComp to accommodate multiple features, applications and platforms will adequately fit within the targeted market regarding the technology-related factors.
Furthermore, the other macro-environment factor that will determine the performance of UninoxComp is the economic perspective in the global domain. The recent changes witnessed across the corporate sector are the need to intensify customer relation and improve the profit margin. Such goals need a system that is strategically designed according to the transformations in the respective industries. Therefore, most firms have shifted towards well-developed technology systems that assist in the management process. The computerized evaluations for employee performance, customer relation, and productivity analysis require an advanced system that can integrate diverse applications without increasing the cost of operation and installation. Therefore, UninoxComp comes in as the best option for such needs within the business sector and other industries. It is imperative to note that the political and the legal environment has little implication on the production of the new product since the previous products of the company have been approved and used globally and UninoxComp in an integration of some of the computer-based products into a single platform.
The performance of the product will depend on the nature of the competing forces such as the position of the customers based on their capacity to afford the product. The bargaining power of the targeted clients will affect the revenue that will be generated from UninoxComp. The customers will also exert pressure on the quality and production team by their constant demand for quality products that adapt to technology changes. The sharing of the market share that is caused by the entry of new firms will affect the profit margin. Currently the company controls 18% of the total market share; however, entry of any business will reduce this coverage, which in turn will affect the profit generated. On the other hand, the production of substitute frameworks with the unified options will change the process of achieving the anticipated income levels (Opresnik and Taisch 2015; Haugen et al. 2008). For example, the introduction of a similar product or another framework that will execute the process as UninoxComp will reduce the degree of customer retention and acquisition. Furthermore, the internal capacity regarding strategic management and market control will assist in positioning the firm and the new UninoxComp in a competitive position. Thus, it is essential for the enterprise to design approaches that will control the intensity of the competitive rivalry in the industry within Australia and beyond.
Clarinox Technologies Company has experience in the production of technology-based products over the years with a global market, which is a strength that will define the performance of UninoxComp in the targeted market. The company also has substantial market coverage within Australia and globally, which will offer a solid baseline for the establishment of the customer base. The vast capital of operation enables the business to operate on and enjoy the economies of scale. However, Clarinox Company has a high competition from other firms working in the industry on the global scale such as Apple that recently restructured and started to offer their branded software. Nevertheless, there exists an opportunity for greater performance and sound competitive advantage through strategic marketing. Moreover, incorporating customer needs as associated with the UninoxComp option of the unified operating system is will generate high revenue for the company. The firm can also use the existing customer database as a marketing platform for UninoxComp to compliment the other selected strategies. It is also decisive to point out that the company is susceptible to poor performance in case another competing firm decides to create a unified operating system that functions in a similar manner. However, keeping the needs of the customers as a primary determinant of the success of the firm will assist in sustaining the anticipated sales. Such objectives can be achieved through constant monitoring and evaluation of the market, which will provide the feedback that will be used to create the update algorithms.
The development of UninoxComp is based on the technology trends in the market with a focus on the corporate sector and individuals associated intensive computer users. Therefore, the product is characterized by competition from other operating system providers in the industry. The firm will focus on the corporate sector because the segment has been the baseline for major profit for the company. The marketing department will concentrate on the business using highly developed management systems such as Customer Relation Management, Performance Evaluation, and Output Monitoring systems that require integrated interconnections from diverse locations. However, the firm will also focus on individual users since they have also been part of the market base. The geographical objective of the enterprise will be global dimension since the business has been operating on an international basis. Such a move is essential whenever a company is seeking to control a wider scope of the market, which guarantees high profits (Contractor, Kumar, and Dhanaraj 2015; Kushida 2011; Qiu and Gupta 2015). Nevertheless, the Australian market will be the baseline for launching the product as well as the sample market for analysis.
Furthermore, demographics associated with the targeted market will involve all the organizations within the selected regions and across all the sectors of investment. The selection criteria for interest will determine whether the targeted firm uses a diversity of integrated systems that cannot be supported by a single operating system. The individual clients will be majorly the middle and high-level income earners with an average age between 24 and 45. Moreover, students and learning institutions offering computer and technology courses and units will form part of the targeted market. The population composition for UninoxComp market will be those associated with a great zeal for efficiency and integrated platform for computers. Regular users who embrace new trends in social and business engagements will find the product useful. Furthermore, software developers will also form part of the market since UninoxComp will enable them to debug runtime errors within the same framework and evaluate the performance of their software on diverse platforms. The choice of the targeted market composition has been determined by the need to maximize the market coverage capacity to enhance the profit margin.
UninoxComp is a unified computer-based operating system that is used as the primary software for computers. The product will utilize the features of the company’s stack framework to develop algorithms that can accommodate a variety of computer-based software for corporate applications. The product is an extension category since it incorporates several independent products of the firm such as the Wi-Fi interconnection, the Bluetooth integration, as well as electrical protocols. UninoxComp will accommodate a range of user-based programs, which will eliminate the challenges users have been experiencing with some window operating systems that discriminate some installation. The product will be compatible with both the 32-bit and 64-bit operations. UninoxComp will be a unified platform where the user will select the option to launch the activities of the computer system without losing the structural outline. Thus, users will not be inconvenienced with shifting hardware and installations. Therefore, UninoxComp will be an alternative for engineers when designing computer systems as well as for users seeking to use a variety of operating systems during different undertakings. Nevertheless, the production of UninoxComp does not eliminate the existence the other products for computer efficiency and launching within the electronic structure.
Moreover, the market testing process associated with the product will be conducted within the Australian market. The choice of is because the country hosts the main headquarters of the company forming the base market. The product will be issued to five selected business firms and a hundred individual computer users, where monitoring and evaluation process through feedback analysis will be executed. However, the testing process will only commence once the product has been registered as the product under development category. Once the testing process has been verified, then the product will be fully registered. The product will be registered with the name UninoxComp as a property of the Clarinox Company. The legal framework associated with the product will include the ownership of the codes, algorithms, and features unique to the process execution. Thus, UninoxComp will be a brand protected with the associated features through a Clarinox-based copyright. Nevertheless, the establishment and documentation of UninoxComp will adhere to the ethical standards, originality, and effectiveness to ensure that the customer’s value is integrated in the product, which is essential for business integrity (Enderle and Niu 2012). Besides, the testing and launching processes will consider the implication of system failures thus each user selected for market testing will be protected from the risks associated with product failure or malfunctions. It is critical for firms to test new product within a sample market before the universal release into the major market segment.
The UninoxComp product will be retailed at a $300 for the corporate version and $90 for the single version. The difference in the capacity of the operation is meant to cater to the needs of the large organization. However, the product will be subject to automatic upgrade whenever necessary without additional costs for the users. The costs associated with the production of the product are the development process of the program instructions and algorithm, which require the programming specialist competencies. Thus, the firm will utilize the existing Azure experts and computer analysts to develop the parent programming process. Since UninoxComp will be the first unified operating system, the competitor pricing is not among the features considered for setting the price of the product. Nevertheless, the Clarinox Company over the years has faced stiff competition from the technology firms producing computer and mobile applications as well as the GPRS service providers.
The business is targeting 1 Million corporate unit sales and 5 Million individual sales in the first quarter of the product launch. The projection is based on the 25% of the customer base served by the company across the globe. Such a move will increase the targeted revenue regarding the profit margin by 2% every quarter for the first three years of product introduction if other factors in the market remain at their current level and situation. On the other hand, the product and the market targeted of the firm will involve the consideration of the cost plus as well as the value-based to determine the price. The initial price is based on the cost of production; however, the other considerations based on the market and economic performance will define the nature of the price. The business will incorporate the feedback from the customers and the demand and supply equilibrium to determine future prices.
Furthermore, the firm will focus on the accessibility of UninoxComp across the global regions as well as promotional services that will enhance the sales performance through marketing capabilities (Pratono and Mahmood 2015). A part of a direct consultation, the marketing team will consider the social media approach to reach more customers. The firm’s website under the products section will offer the description of UninoxComp such as the features and the usability. Through the company’s website, the clients will be in a position to make an order in the form of purchase request where they can choose the option they prefer. For electronic manufacturers such as the computer-engineering firms across the globe, a representative will assist in delivery through online access within the other regions and physical delivery within the areas where subsequent office branches for the company are set. Since UninoxComp is a technical product offered at lower cost, a direct access to the brand will reduce the cost of production as well as protecting the ownership. The online transaction between the client and the sales department of the firm will be the preferred option. The target for the enterprise is the global market; therefore, the activities meant to access, acquire, and retain the targeted customers will be intensified through online promotions.
The process of product promotion is complex to undertake especially when the product in new in the market. However, a strategic approach guarantees the success of the firm based on long-term success (Hillebrand et al. 2015; Van Herpen et al. 2011). Therefore, it is essential for corporate companies to ensure that they integrate the needs of the customers as well as setting mechanisms that will gather, evaluate, and apply the feedback for the sake of product improvement (Corley, Jourdan, and Ingram 2013; Van Triest et al. 2008). The Clarinox management will consider a diversified approach to marketing UninoxComp. The firm will use direct communication where the company will contact manufacturing firms seeking to integrate an external operating system within their manufactured products. Such a move has always been part of the strategic approach of the company. Finding a collaborative approach through essential computer manufacturers will assist the firm to establish an indirect link with the customers who will purchase the associated computer gadget.
On the other hand, the company will use the media approach to informing the public of the existence, use, and access to the product. The major component of the media promotion will focus on the viral Internet-based advertisement across the accessible website for different firms. The business will employ the Google Inc. advertisement services, which has proved a wider coverage across the global dimension. The use of social media platform has become part of the modern trend in corporate marketing (Baethge, Klier, and Klier 2016). The firm will, therefore, incorporate the social media avenues to reach more customers through an informative and persuasive approach. Therefore, the company will use the Facebook fun page to popularize UninoxComp. The firm will also integrate the use of Instagram, Skype, and Twitter to communicate the existence of the new product to potential clients. Moreover, the business will use the official website as part of the essential tool for customer feedback, communication, and inquiries. Thus, the media will also cover a greater part of the promotional needs associated with UninoxComp.
Furthermore, the management will consider the effect of Corporate Social Responsibility as the tool for building the reputation of the firm and the product. The use of CSR has been one of the essential strategies and commitments of firms that have assisted in creating the image of brands of a company. The organization is currently running several CSR programs, but it will consider initiating another program with the full sponsorship of the revenue made from UninoxComp sales. The focus of the communication approach and product promotion will be to inform the customers of the essence of using a unified operating system for a computer application. The firm will dwell on the capacity of UninoxComp to solve the challenges associated with the running of hardware whenever there is the need to execute different system application that is OS biased. Besides, the anticipated level of sales and revenue target will also characterize the product promotion activities. Nevertheless, the marketing team will also focus on collecting the customer feedback, which will be instrumental in improving UninoxComp architectures and usability through regular system upgrades.
Table 1: Summary of Budget Allocation for the First Four Quarters of Product Launch
|
Budget Factor |
Description |
Cost (4 Quarters in $) |
|
Product Designing and Development |
The cost includes the process of developing the product as well as setting up the software versions |
25,000 |
|
Product Piloting, Testing, and Initial Operability Research |
The cost involves market testing within the Australian market and the collection of the necessary feedback for product improvement |
6,000 |
|
Official Website Upgrade |
The upgrading of the website to include the new product and its features |
3,000 |
|
Social Media Upgrade |
The inclusion of the advertisements associated with the product |
3,500 |
|
Direct Product Promotion and Advertisement |
The cost involves the direct consultations with potential firms and individuals where necessary |
9,500 |
|
Corporate Social Responsibility program for the product |
Establishment of community-based support program |
90,000 |
|
Market Performance Monitoring and Evaluation |
The cost associated with an intermittent research to evaluate the market performance of the firm and the product after the third quarter |
12,000 |
|
TOTAL 150,000 |
Fig. 2: Anticipated Sales for the First Four Quarters of Product Launch (in Millions)
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