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Name: Title: Course: Tutor: Date: MaxEmail Marketing Plan Company description MaxEmail is a communications firm founded in 1992 by Matshushita Graphic Communications Systems, MGCS engineers. Located in the US, the company aims at providing its customers with email to fax and fax to email services.
Bearing in mind that there are other strategic competitors in this market such as Ring Central, MaxEmail has to adopt strategies that would give it a competitive advantage over its rivals. To accomplish this, Brumfitt, Barnes, Norris and Jones (2001) propose finding effective ways of addressing the competitive marketplace and supporting everyday operations. Customer targets According to Armstrong and Kotler (2003), only a fraction of the entire population in an area would buy the products from a firm. The task would therefore be to identify who these people are and then targeting the marketing efforts of the business towards them. This ensures that a business only deals with the target market that would be profitable. In the case of MaxEmail, the target market includes the 3 million users drawn from the government and business enterprises with whom it enters into contracts to provide communication. All marketing efforts would therefore be directed towards this target market. The limited marketing budget should be a reason for such a company to market to the 3 million users as it would be more efficient than generally marketing to the whole market. Customer segments In customer segmentation, an organization would identify different groups in the market based on their traits. ...
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