Strategic Marketing Plan 2010

[yogin]

Table of Contents
Executive Summary...............................................................................................1
Community Review................................................................................................2
History....................................................................................................................................2
Goals .....................................................................................................................................2
Market Review.......................................................................................................5
Overview................................................................................................................................5
Market Segmentation..............................................................................................................5
Disruptive Marketing...............................................................................................................7
Product Review.....................................................................................................9
Summary................................................................................................................................9
Distribution............................................................................................................................9
Features and Benefits............................................................................................................10
Competitor Review...............................................................................................12
Microsoft Office.....................................................................................................................12
WordPerfect Office.................................................................................................................14
Lotus SmartSuite...................................................................................................................15
Other Office Suites................................................................................................................15
Other Competitors.................................................................................................................15
Market Segmentation...........................................................................................17
Introduction..........................................................................................................................17
Target Markets.......................................................................................................................17
Non-target Markets................................................................................................................17
Government.........................................................................................................................18
Education.............................................................................................................................19
Public Libraries......................................................................................................................21
Not-for-Profits (NFPs).............................................................................................................23
Small-Medium Enterprises (SMEs).........................................................................................24
OEMs....................................................................................................................................26
Linux Distributions................................................................................................................27
Review of the External Environment.....................................................................28
Social and Cultural Environment...........................................................................................28
Technological Environment....................................................................................................28
Economic Environment .........................................................................................................29
Political and Legal Environment.............................................................................................29
Strengths, Weaknesses, Opportunities, Threats....................................................30
SWOT Analysis......................................................................................................................30
SWOT Recommendations......................................................................................................32
Goals and Objectives............................................................................................34
Usage Goals..........................................................................................................................34
Marketing Objectives.............................................................................................................35
Marketing Project..................................................................................................................35
Strategic Proposals.............................................................................................. 38
Community...........................................................................................................................38
Product.................................................................................................................................38
Price.....................................................................................................................................39
Distribution (Place)................................................................................................................39
Promotion.............................................................................................................................41
Appendix - Building the Plan.................................................................................47
Plan for the Plan....................................................................................................................47
Strategy Development..........................................................................................................47
Contributors.........................................................................................................................48
Copyright.............................................................................................................................48
Version History......................................................................................................................48
Alphabetical Index...............................................................................................49
References..........................................................................................................51

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[jiten005]

Table of Contents
Executive Summary...............................................................................................1
Community Review................................................................................................2
History....................................................................................................................................2
Goals .....................................................................................................................................2
Market Review.......................................................................................................5
Overview................................................................................................................................5
Market Segmentation..............................................................................................................5
Disruptive Marketing...............................................................................................................7
Product Review.....................................................................................................9
Summary................................................................................................................................9
Distribution............................................................................................................................9
Features and Benefits............................................................................................................10
Competitor Review...............................................................................................12
Microsoft Office.....................................................................................................................12
WordPerfect Office.................................................................................................................14
Lotus SmartSuite...................................................................................................................15
Other Office Suites................................................................................................................15
Other Competitors.................................................................................................................15
Market Segmentation...........................................................................................17
Introduction..........................................................................................................................17
Target Markets.......................................................................................................................17
Non-target Markets................................................................................................................17
Government.........................................................................................................................18
Education.............................................................................................................................19
Public Libraries......................................................................................................................21
Not-for-Profits (NFPs).............................................................................................................23
Small-Medium Enterprises (SMEs).........................................................................................24
OEMs....................................................................................................................................26
Linux Distributions................................................................................................................27
Review of the External Environment.....................................................................28
Social and Cultural Environment...........................................................................................28
Technological Environment....................................................................................................28
Economic Environment .........................................................................................................29
Political and Legal Environment.............................................................................................29
Strengths, Weaknesses, Opportunities, Threats....................................................30
SWOT Analysis......................................................................................................................30
SWOT Recommendations......................................................................................................32
Goals and Objectives............................................................................................34
Usage Goals..........................................................................................................................34
Marketing Objectives.............................................................................................................35
Marketing Project..................................................................................................................35
Strategic Proposals.............................................................................................. 38
Community...........................................................................................................................38
Product.................................................................................................................................38
Price.....................................................................................................................................39
Distribution (Place)................................................................................................................39
Promotion.............................................................................................................................41
Appendix - Building the Plan.................................................................................47
Plan for the Plan....................................................................................................................47
Strategy Development..........................................................................................................47
Contributors.........................................................................................................................48
Copyright.............................................................................................................................48
Version History......................................................................................................................48
Alphabetical Index...............................................................................................49
References..........................................................................................................51

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