Introduction

This report aims to provide an effective marketing strategy proposals to Star Software Inc. (“Star Software”) for its computer calendars product. The same shall entail providing critical analysis concerning the current situation as well as market trend of the company, identify objectives, propose suitable marketing strategies and planning, and appropriate evaluation / controls. In essence, Star Software refers to an organisation which provides specialty advertising services as well as calendars. These activities of the company shall be seasonal, and hence, in the off-peak periods, concerned staff shall usually idle. The same has led to the company for undertaking research over new products which can bring in profits at the time of business off-peak period. In this context, computer calendars represent a product which offers this company with an opportunity for making profits in all times.

Situational & Environmental Analysis

Star Software was established as family-owned company, and undertakes selling of calendars as well as delivers specialty advertising. The company caters to about 400 customers and the overall nature of business undertaken is seasonal in nature. The same is often at the peak level at the months of October to December, which represents a challenge as apart from these months most of the staff shall be idle. Hence, this company can be noted to be trying and finding newer ways using which they could continue to reap profits in the off-peak season (Mothersbaugh et al., 2020).

In essence, timings with respect to this analysis illustrates that the Star Software holds opportunities from increased usage in technology amongst the varied customers. In consequence, this company undertook development of computer calendars as product offering. In this market for calendar making, Star Software is the sole company which offers computer calendars. In addition, this company can be noted to have learned for positioning the product to be convenient, unique as well as easier for using. The same has offered a potential for significant competitive advantage (Mothersbaugh et al., 2020).

Market Analysis

In general, calendar industry can be noted in experiencing competition from numerous players. Star Software, however, continues to hold largest levels of market share. The customer base of Star Software comprises of companies that are both manufacturing as well as non-manufacturing nature. The same has been considered in that the said groups encompass large levels of networks entailing customers as they shall distribute the products by way of dealers, distributors or else brokers (Mothersbaugh et al., 2020). At present, company can be noted to be making increasing levels of profit by way of computer calendars as they could be tailored for meeting the preference of the clients.

Business Objectives

The overall strategic objectives concerning Star Software shall be in enabling companies for marketing the products or else services amongst the potential customers. The objectives identified shall be classified as follows: [1] financial objectives, that is, Star Software shall hope in having constant level of 50 per cent in net profit at cumulative level. The amount shall be acquired by way of targeting customers in the non-manufacturing domains who deliver non-seasonal form of products (Hult & Ketchen, 2017), [2] marketing objectives, that is, the company need to possess a conclusive form of picture with respect to the customers. At present, Star Software experiences 90 per cent in re-order rate. The same could represent that this company encompasses an adequate levels of understanding with respect to the customers. The same could, however, be suitably enhanced by way of undertaking regular reviews pertaining to the objectives as well as reaction by way of clients. The same can result in Star Software for acquiring new clients (Hult & Ketchen, 2017), and [3] other stakeholder-level objectives, that is, the company need to consider creation of newer products. The offering of specialty advertising as well as software calendar shall be effective. In consideration of equipment as well as technology at disposal, however, the company can undertake research for determining other various possible products that has been desired by customers (Hult & Ketchen, 2017).

Marketing Strategies & Plan Proposed

Positioning
Star Software shall attain product differentiation by way of meeting the expectations of clients, anticipation of customer needs as well as responding in a faster manner towards customer requests. The said factors offer the company by way of competitive advantages as the same shall be impossible to competitors for matching them (Ali & Anwar, 2021).

Product / Offering
Star Software shall deal with calendar software in addition to the specialty advertising.

Pricing
A premium form of pricing by Star software shall represent a reflection on higher-quality with respect to specialty advertising. The company, however, needs to be mindful on consumer demands as well as trends at the level of industry. In addition, it needs to be regulated for making sure in providing the competitive advantages (Kozlovskyi et al., 2018).

Placement
The products of Star Software shall be lighter weight, eco-friendly and compact in nature. Hence, best form for placement shall be direct marketing. To take an example, products shall be shipped for the clients in the manner of central point by utilising the means akin to postal services as well as other form of parcel services (Kozlovskyi et al., 2018).

Promotion / Marketing Communication
Over half of the consumers of Star Software place reorders. Hence, it shall be optimal for directing the promotional expenditures over newer product offers. The same could be undertaken by way of periodicals, journals, as well as direct form of email advertising (Kozlovskyi et al., 2018).

Conclusion: Evaluation & Control

For the evaluation as well as assess of effectiveness pertaining to the marketing strategy plan, specific procedures which shall be pursued include the following: [1] there will be dedicated form of project team that shall take charge of every activity that is affiliated with operations, procedures, focus as well as products (Lagat & Frankwick, 2017), [2] this project team will undertake implementation of the project management approach for determining budget expenditures, time requirements, needs concerning human resources as well as financial obligations from this plan (Lagat & Frankwick, 2017), and [3] an experienced individual with business analysis competency shall be assigned to head as marketing director. The group and the leader shall undertake regular form of planned as well as actuals comparison of the activities. In the initial stages of the marketing strategy execution, concerned team shall undertake the overall assessment in the monthly periodical manner. After the same, comparison analysis shall be undertaken in a quarterly manner (Lagat & Frankwick, 2017).
In terms of analysis and discussion presented, it can be concluded from marketing strategy planned outlined that it shall be very safe and reliable in that computer calendars and its marketing shall enable the Star Software for benefitting by tangible profits and hence contributed towards general level growth with respect to the business. The offering of specialty advertising as well as software calendar shall be effective. In consideration of equipment as well as technology at disposal, however, the company can undertake research for determining other various possible products that has been desired by customers.

References

Ali, B. J., & Anwar, G. (2021). Marketing Strategy: Pricing strategies and its influence on consumer purchasing decision. Ali, BJ, & Anwar, G.(2021). Marketing Strategy: Pricing strategies and its influence on consumer purchasing decision. International journal of Rural Development, Environment and Health Research, 5(2), 26-39.

Hult, G. T. M., & Ketchen, D. J. (2017). Disruptive marketing strategy. Ams Review, 7(1), 20-25.

Kozlovskyi, S., Shaulska, L., Butyrskyi, A., Burkina, N., & Popovskyi, Y. (2018). The marketing strategy for making optimal managerial decisions by means of smart analytics. Innovative Marketing, 14(4), 1-18.

Lagat, C., & Frankwick, G. L. (2017). Marketing capability, marketing strategy implementation and performance in small firms. Journal for Global Business Advancement, 10(3), 327-345.

Mothersbaugh, D. L., Hawkins, D. I., Kleiser, S. B., Mothersbaugh, L. L., & Watson, C. F. (2020). Consumer behavior: Building marketing strategy. McGraw-Hill Education.