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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