Customized Calendar Software Marketing Plan

K. Skwarczek
Engl. 2310: World Lit Fall 2017
creative writing project + final exam
Due Date / Final Exam: Wed., Dec 13 at 4:15 pm (2 hours)
Submission: submit a copy on Blackboard AND bring 4 paper
copies to class.*
For this assignment, we are approaching literature from a
creative angle. In class, we recently read some very
short plays. Now it’s your turn! The assignment is to write an
original short play (due before the final exam
time) and to plan for a performance of the play (during the final
exam).
This project has two parts:
Part 1: Write a Short Play. Your play should:
s about one page. Include word
count when you submit.

actors or 4 actors
actions only…whatever you’d like! Most plays
use a lot of dialogue, and some action. Write the dialogue in the
proper format (name in all caps, etc.)
classroom, for our class.
performance space
Having trouble finding a topic?
o You can take inspiration from the Parks plays, and try framing
what you want to write about as a
question. For example, imagine your play being the answer to
the question, “what is the afterlife like?”
o You can make your play a “response” to something we’ve read
in class, or a re-imagining of it (for
example—what happens next in The River Between?)
o You can write a play involving characters and situations you
are familiar with. Maybe something
happened to you (or someone you know) and you’d like to re-
imagine it as a play.
o Find inspiration from people, places, news, stories,
memories—anything you encounter.

the answers, but you should be striving
toward making meaning. Is there a conflict? Tension? Is there a
problem that should be resolved?
* Submit your play on Blackboard AND bring 4 paper copies to
class. (If you submit the Blackboard copy
by noon, I will bring the paper copies for you. That’s 12 pm
sharp!)
Part 2: Performance / Participation
At the final exam, you should be prepared to DIRECT and
PERFORM your play with the help of your
classmates, and at least 2 props. All plays will be performed
within your group. Some plays (not all) will be
performed again in front of the class.
For the Final Exam/Performance
meaning and significance of your play. What are
its themes? What do you want your audience to understand or
think about when they are watching your
play?

Consider:
o How you’ll use the space of our classroom
o How you want your actors to act, speak, and move. What are
your actors’ motivations?
o The play’s “setting” and how you’ll re-create it
o What props you would use, and how
entire classroom. Be prepared!
performances of both their
own plays and their group members’.
Grade: Your grade depends on the successful completion of
both Parts 1 and 2.
MARKETING 10
MARKETING PLAN FOR STANSOFT CORPORATION
PRODUCTS AND SERVICES
Kristin Velix
MKT 500
Strayer University

Monday, October 30, 2017
Professor Burger
Marketing plan
Stansoft Software Corporation is a small technological business
owned formed by two qualified programmers and deals in
selling customized calendar programs and also application
development to about two hundred firms that use the software
for advertisement and divestment of the companies' activities.
The corporation is essential in offering employment where it
employs at least two hundred employees per year. The firm has
periods of offseason and peak season whose challenges have
been how to maximize their profits and to use their resources
maximally during the offseason. Evaluation of the company's
SWOT serves as the foundation of the strategic analysis and
promotion plan of the business. The program focuses on the
growth strategy of the company illustrating its potentials and
how its continued skills can be used to develop other new
products and also increase the company to customer's
relationship. Since stay soft Software company deals in the
marketing of goods used chiefly for advertisement by its
customers, it can be measured a business to a business marketer.
Location
The business is located at a populous city; Vintner surrounded
by major industries and organizations that are in the quest for
the product occasionally creating a broader market for the
company.
SWOT Analysis
Strengths
1. the company's products are highly differentiated using a
coordinated strategy whose results is due to the presence of a
strong orientation in the marketing, integration of high-quality
products and efficiency in the customization of these products
and the offered services.
2. There is a presence of a little turnover amongst the

employees who are well salaried and liked by the consumers.
The number of staff is at optimum enhancing monitored
supervision to the employees and also efficiency in
communication between the employees and the customers.
3. The existing long-term relationship with the most famous
dealer has consequently led to sharing of knowledge of both the
product and their requirements. This integrated relationship has
also led to the adherence to average quality and focusing on a
joint mission and also a universal vision all through
development and process of production.
4. The consumers have been continuously satisfied by the
products where they have placed orders and reordered
repeatedly as well good communication which has also
generated a long lasting relationship over the years. (Flamm,
2015)
Weaknesses
1. The hierarchy of the management is extremely centralized
and lack of staff to back up the administration which at some
point may hinder creativity resulting in the slow growth of the
company. Teams that hold too many skills and knowledge of the
production of the products are outnumbered.
2. A possibility plan should be well thought-out where
unforeseen events like single sourcing by the supplier could
occur making it vulnerable to natural calamities or the
dissolution of the current contractor.
3. Due to the offseason of the demand of the product may create
a blockage of cash flows, production and may also place the
personnel at a status of stress where the facilities of the
company are being strained for utilization (Kotenko, Serdiuk, &
Saltykova, 2015 p30).
4. Another major weakness of the corporation and its product is
that there is the lack of diversification between the client and
the product line. This is a weakness where trust on the current
reorder rate could emerge smugness, encourage competition or

some point fashion a false perception of satisfaction by the
consumers.
5. The small size of the employees may also impede the growth
of the company and development of new business where the
staff furthers comradeship.
6. There is little space for the development and addition of new
equipment and employees since the firm's present facilities are
packed out.
7. Being reactive of the company is another weakness where the
corporation ought to be assertive in the marketing endeavors
and strategies due to its broad reliance on the affirmative
acceptance of communication by word of mouth in the receiving
of a new business consumer ( Fernandes & Vidyasagar, 2015).
Opportunities
1. The expenditures for advertisement used in the United States
go beyond one hundred and thirty-two billion dollars per year
where more than twenty-five billion dollars is spent on the
advertisements of direct emails and another quarter of twenty
billion dollars is used mainly for the ads. These expeditions are
great opportunities for the company in processing more
customized program based calendars increasing the sales and
also the profits leading to the growth of business and promotion
of its employees (Adam, Denize & Kotler, 2015)
2. A need of the product is evident where the technological
advances have eased time and also improved efficiency for the
people lives but at the same time causing stress too in their fast
rates of operations. Personal information consultant managers
have gained a lot of popularity among the employees, and also
the monotonous use of personal computers has also become
familiar.
3. The need to ease communication and promotion of products
between the consumers and the producers has emerged where
the companies have made it easier by making applications to be
used by their customers. This mainly promotes a growth of the
business and also continues to sharpen the employee's skills in
the building of new products to be used by their clients.

4. Establishment of new foreign market base and relationship
where both customized program based calendars and the mobile
applications are more accessible to distribute globally and
easier to use. (Fified, 2012)
Threats
1. Competition has become a significant threat to the program
based calendars where the traditional calendars have also been
widespread in the market indicating a stiff competition where
both products are claiming for the same market.
2. Trespassing in the secret codes and also the source codes for
the software and the application has led to piracy which has
become tough in controlling the theft.
3. There is a possibility of entry of an active competitor where
the knowledge used to develop and process the software and the
application is minimal where a product like a calendar is a
generic one. This would mean the decrease in the sale and
where there is introduction of fashioned product meaning loss
of market altogether which would threaten to a closure of the
corporation (Glanz, Bader & Iyer, 2012)
4. Whereas single sourcing is common in the organization, it
can also be critical and disadvantageous to the company when
the business buyer relationship is broken or where the company
has difficulties in accessing funds blocking the processing of
the products.
5. Some of the practices that are currently in the system of
marketing may further modify the traditional straits relations
with company's dealers, second-hand men, and the distributors
of the product or at some serious point; this channel
relationship may eliminate each of them. This may become a
downfall to the company where there will be no trust in the
company thus reducing the number of its sales and also leading
to the loss of its consumers.
6. For the customers who acquire the calendars most of the

orders placed are determined by the invention of new ideas and
the renewal of the integrated parts of these company's'
marketing strategies. Many of these changes are minimal and
are only based on creativity which at profound knowledge may
not be available to the company's making the quest for their
orders minimal. This quiet pursuit of orders leads to the
decrease in profit for the company as the sale may reduce thus
low utilization of the available resources at that time ( Baltes,
2015 p 108)
7. Applications are mostly available to consumers under
prominent advertisement in the media on educating them on the
use of the requests and why they should replace an existing
mobile application. This is a threat where the application does
not meet good sales in the market which could lead to wastage
of time, resources and also the skill in a modification of the
application. (Edimiston, 2015)
Marketing strategies
Target markets
1. The company chose to meet its sales in several large
manufacturing industries, and also the stand-alone divisions in
the production companies include agricultural chemical
producing industries. One of the significant chemical
manufacturing sector targets is Dow chemical distributors.
2. The second target for the industry is nonmanufacturing
industries but which are business oriented with extensive
market networks and consumers like banks and the medical
service providers whose main aim is to entice more customers to
their stores.
3. An additional target market is the direct buyer markets for
several brands which have been fully licensed like the Coca-
Cola industry and other beverage consumer industries.
4. One more target for the mobile application is the online
marketing industries whose aim is to eases their shopping for
their customers by accessing their products quickly through the

mobile application to enhance efficient shopping (David &
David, 2014).
Price of the products
Stansoft Corporation is dedicated to pleasing their customers by
offering affordable prices for their consumers to make reorders.
The enterprise advertises the products and customizes them
according to the need of the client. The price depends on the
warranty of the product making sense for users to use.
Sales
The company has been rated one of the best selling software
industry national wide where it made thirty million dollars on
the calendars and sold three hundred mobile applications to
different companies and individuals. The sale is excellent
compared to any software industry.
Creating a marketing plan is the best way to advertise a
company where its SWOT is analyzed for the consumers to see
how much quality of the products is produced by the
corporation. A market plan also enables customers to
familiarize with the products and also the services offered thus
increasing the number of sales by acquiring new business
customers.
Summary
The company can be said to have no competing partner thus a
high number of sale and also profits. The company has also
been rated to produce high quality and well designed
customized calendars and also high-quality mobile applications
where the customers have placed reorders. The company is
expected to increase sale not only locally but globally.
Recommendations
The company should embark on creating new and modification
of its products like more improvised calendars to reduce the
monotony of the market.

The company is also supposed to increase skills of making the
application to meet a broader market (Hui, Inman, Huang &
Suher, 2013)
References
Adam, S., Denize, S. M., & Kotler, P. (2015). Principles of
marketing (6e. ed.). Melbourne, VIC: Pearson Australia.
Baltes, L. P. (2015). Content marketing - the fundamental tool
of digital marketing. Bulletin of the Transilvania University of
Brasov. Economic Sciences. Series V, 8(2), 111-118.
David Stone, M., & David Woodcock, N. (2014). Interactive,
direct and digital marketing: A future that depends on the better
use of business intelligence. Journal of Research in Interactive
Marketing, 8(1), 4-17. doi:10.1108/JRIM-07-2013-0046
Edmiston, D. (2015). Strategic digital marketing. Journal of
Product & Brand Management, 24(1), 90-91.
doi:10.1108/JPBM-06-2014-0625
Fernandes, S., & Vidyasagar, A. (2015). Digital marketing and
WordPress. Indian Journal of Science and Technology,8(S4),
61. doi:10.17485/ijst/2015/v8iS4/60375
Fifield, P. (2012). Marketing strategy (2nd ed.). Saint Louis:
Taylor and Francis.
Flamm, M. (2015). SOURCE MEETING: Gary Vaynerchuk;
digital marketing guru's social studies. Crain's New York
Business, 31(21), 21.
Glanz, K., Bader, M. D. M., & Iyer, S. (2012). Retail grocery
store marketing strategies and obesity: An integrative
review. American Journal of Preventive Medicine, 42(5), 503.
Hui, S. K., Inman, J. J., Huang, Y., & Suher, J. (2013). The
effect of in-store travel distance on unplanned spending:
Applications to mobile promotion strategies. Journal of
Marketing, 77(2), 1.
Kotenko, N. V., Serdiuk, S. G., & Saltykova, A. V. (2015).
Marketing management tools of funding and promotion services
of non-governmental organizations. Marketing ì Menedžment

Innovacìj, 6(4), 20-33.
Running head: PART C: MARKETING PLAN YOUR
COMPANY NAME
1
11
PART C: MARKETING PLAN
3
Part C: ABC Marketing Plan (Change to your name of business
here)
Your Name
MKT500 Marketing Management
Strayer University
Dr. Rachel Burger
Date submittedDo not use a heading here. An introduction is a
given in APA. Just start your paragraph.
Remind the reader who, what, where, etc. of your company.
Follow with an introduction to Part C that includes branding,
pricing, and distribution strategy; competitive analysis;
differentiation strategy; company’s position intentions; social
media plan; and integrated marketing plan. All paragraph must
be at least three sentences to make a complete
paragraph.Branding, Pricing, and Distribution Strategy
Develop the company’s branding, pricing, and distribution
strategy. Suggestion, use elements from Discussion Week 6 to
help you with this section.
Write an introduction here. Minimum of three sentences.

Branding Strategy
Text starts here (use information shared in Part B here)
Pricing Strategy
Text starts here (pricing strategy should be in comparison to
your competition – example, do you plan to do a penetration or
skim strategy? Relate this to your readings and learnings from
text book).
Distribution Strategy
Text starts here (discuss how customers will buy, are you multi-
channel? Omnichannel? What’s your supply chain management
strategy (i.e., who are your vendors and how will you interact
with them, will you use wholesalers, will you have
dealers/retailers)?Competitor Analysis
Classify the company's major competitors as inter- or intra-
competitors. Categorize the competitors' major strengths and
weaknesses. This means more than one competitor and more
than one strength and weakness per competitor. Examine why
how these strengths and weaknesses compare to yours. Do not
lump competitors together. There may be similarities, but each
company has its own unique strengths and weaknesses. You
should know them and exhibit this knowledge in this
section.Differentiation Strategy
Develop the differentiation strategy in relation to the closest
competitor. Good section to remind the reader of the
positioning statement “fill in the blank” from discussion post
Week 3: “For customers who want [segment], our brand is the
best at [unique selling proposition—competitors and
competitive advantage].” From this statement and the section
above, it should be obvious on sharing how you will market
your company, so the company stands out.Leader or Follower
Intention
Establish whether the company's intention is to be a leader or
follower within the industry. Caution, most of you will say you

will be a leader. Be realistic! How competitive is your industry
and how likely is it for a start-up business to be a leader? Think
about how sustainable it might be to be a leader (i.e., how easy
is it for competitors to copy your USP).Social Media Plan
Specify two (2) social media and / or media tools that you
would use as you develop your plan. Justify each of your chosen
tools, do not just list these. How will these media tools be used
to influence your target audience? This is a good section to use
references to speak to the validity and choice of your social
media choices (i.e., use an academic resource that shares their
research on demographics and metrics of the use of Facebook.
For example, Facebook has xxx number of followers that are
between the age xx and xx with income level of xx –xx, and like
to share xxxx --- then cite/reference the source).Integrated
Marketing Communications
Suggest the integrated marketing communications that are most
relevant for your marketing plan. Relate each marketing
communication to your company's advertising strategy. Use
your Discussion Week 7 to help you with this section (e.g., use
AIDA – describe how you would draw attention, interest, desire,
and action (be specific and use text book for clarity) and use
different media in describing the promotion (print ads, TV,
social media (email campaigns, community boards, Facebook,
Twitter, Instagram, etc.), billboards, signage, etc.)).Your
conclusion goes next. Do not use a heading. A conclusion is a
given in APA.
Summarize the plan to this point (minimum of three sentences)
and you should not include any new thoughts (just
summarize).References (note this is centered and not bold and
on a separate page)
Use at least five (5) academic resources that address
sustainability and monitoring of effective marketing plans and
determine the applicability for your hypothetical company.

These resources should be industry specific and relate to your
chosen product / service. Note: Newspapers, magazines, and
other Websites do not qualify as academic resources. Quality
references are peer-reviewed, scholarly journal published in the
last 5 years. A good way to incorporate is by using Journal of
Marketing for your theories and consumer behavior
observations.
Listing your references without applying them in your text
(citations) is not acceptable!!! See proper formatting in APA
hints on page 8 of this document.Tips and APA Formatting
(delete this from your paper)
Below are tips and notes to guide you writing an APA paper.
Use this information as a reference and ask if you have any
questions.
Tips and Notes:
1. NEVER plagiarize: Plagiarism: act of using someone else’s
ideas, words, figures, unique approach, or specific reasoning
without giving appropriate credit.
2. Always include an introduction for your Heading 1 topic
(example: Environmental Analysis) to explain to the readers
what they learn in the section you are introducing.
3. Paragraphs should be complete, such as a minimum of three
sentences:
a. “Put only one main idea per paragraph.
b. Aim for three to five or more sentences per paragraph.
c. Include on each page about two handwritten or three typed
paragraphs.
d. Make your paragraphs proportional to your paper. Since
paragraphs do less work in short papers, have short paragraphs
for short papers and longer paragraphs for longer papers.

e. If you have a few very short paragraphs, think about whether
they are really parts of a larger paragraph—and can be
combined—or whether you can add details to support each point
and thus make each into a more fully developed paragraph.”
(https://owl.english.purdue.edu/owl/resource/606/02/ )
f. http://blog.apastyle.org/apastyle/2011/12/the-long-and-the-
short-of-it.html
g. http://arc.aje.com/editing-tip-sentence-length/
4. Don not use (or minimize):
a. they (minimize, pronouns, use actual names/titles for clarity)
b. these
c. there are
d. thing
e. it
f. this
g. I
h. we
i. you
j. one or ones
k. some
l. a lot
m. a ton

n. really
o. very
5. Use of contractions – spell out
6. Use of conjunctions:
https://owl.english.purdue.edu/owl/resource/598/1/ An
independent marker word is a connecting word used at the
beginning of an independent clause. These words can always
begin a sentence that can stand alone. When the second
independent clause in a sentence has an independent marker
word, a semicolon is needed before the independent marker
word.
Ex. Jim studied in the Sweet Shop for his chemistry quiz;
however, it was hard to concentrate because of the noise.
a. Some common independent markers are: also, consequently,
furthermore, however, moreover, nevertheless, and therefore.
7. Findings: are past tense
8. Use of italics:
https://owl.english.purdue.edu/engagement/2/1/45/ : only
Italicize the titles of magazines, books, newspapers, academic
journals, films, television shows, long poems, plays, operas,
musical albums, works of art, websites.
APA Guidelines:
1. American Psychological Association (2010). Publication
manual of the American Psychological Association (6th ed.).
Washington, DC: Author.
2. APA Website: www.apastyle.org
3. Updated APA guideline notes on ELCSE website under

Student Resources
(http://www.aug.edu/elcse/ELCSE_APA_Guidelines.pdf)
4. Sample paper – guideline to Headers:
https://owl.english.purdue.edu/owl/resource/560/01/
5. Numbers:
6. Formatting Tables and Figures
7. How to cite:
· Paraphrasing within text:
· In a 1989 article, Gould explores some of Darwin’s most
effective metaphors.
· Author cited in text:
· Gould (1989) attributed Darwin’s success to his gift for
making the appropriate metaphor.
· Author not cited in text:
· As metaphors for the workings of nature, Darwin used the
tangled bank, the tree of life, and the face of nature (Gould,
1989).
· Multiple works within the same parenthesis:
· Several studies (Balda, 1980; Kammil, 1988; Pepperberg &
Funk, 1990) confirm the use of metaphors increases learning.
· First citation in text:
· Wasserstein, Zappula, Rosen, German, and Rock (1994) found.
. .

· The use of metaphors was found to be helpful (Wasserstein,
Zappula, Rosen, German, & Rock, 1994)
· Subsequent citations (3 or more authors):
· Wasserstein and colleagues (1994) found
· Wasserstein et al. (1994) found
· The use of metaphors was found to be helpful (Wasserstein et
al., 1994)
· Authors With the Same Last Name: To prevent confusion, use
first initials with the last names.
· (E. Johnson, 2001; L. Johnson, 1998)
8. Direct quote from author: (use sparingly):
a. Gould (1989) explains that Darwin used the metaphor of the
tree of life “to express the other form of interconnectedness-
genealogical rather than ecological-and to illustrate both
success and failure in the history of life” (p.14).
9. Direct quote without name of author:
a. Darwin used the metaphor of the tree of life “to express the
other form of interconnectedness-genealogical rather than
ecological” (Gould, 1989, p.14).
10. References:
· References are listed on separate page, header is centered, do
not bold
· Notice no first names used, only initials and in alphabetical
order.

· Only citations that appear in the text should appear on the
reference page
· Everything cited in the text should appear on the reference
page.
· References are double-spaced, flush left with subsequent lines
indented 5 spaces
· Examples:
· Online Periodicals General format:
Author, A. A. (date). Title of article. Title of Journal,
volume(number), page numbers. doi: xx.xxxxxxx
· Example:
Herbst-Damm, K. L., & Kulik, J. A. (2005). Volunteer support,
marital status, and the survival times of terminally ill patients.
Health Psychology, 24, 225-229. doi: 10.1037/0278-
6133.24.2.225
· Book General format:
Author, A. A., Author, B. B., & Author, C. C. (year of
publication). Title of work: Capital letter also for subtitle
(number ed.). Location City, State Abbreviation: Publisher.
· Example:
Anderson, A. B., Smith, S. D., & Jones, J. C. (1978). A distant
mirror: The calamitous fourteenth century (3rd ed.). New York,
NY: Knopf.
· DOIs are unique strings of numbers used to identify online
articles’ content and provide a persistent link to their location
on the Internet.
· When DOIs are present, no longer have to include URL.
· When DOIs are not present, include URL

· https://owl.english.purdue.edu/owl/resource/560/01/
· Finding DOIs: http://www.crossref.org
· Example without a DOI:
Sillick, T. J., & Schutte, N. S. (2006). Emotional intelligence
and self-esteem mediate between perceived early parental love
and adult happiness. Applied Psychology, 2(2), 38-48.
Retrieved from http://ojs.lib.swin.edu.au/index.php/ejap
Marketing Plan
Mkt 500
Strayer University
Sunday, 10th December 2017
Professor Burger
Introduction
Stansoft Software Corporation is a small technological business
owned formed by two qualified programmers and deals in
selling customized calendar programs and also application
development to about two hundred firms that use the software
for advertisement and divestment of the companies' activities.
The corporation is essential in offering employment where it
employs at least two hundred employees per year. The firm has
periods of offseason and peak season whose challenges have
been how to maximize their profits and to use their resources
maximally during the offseason. Evaluation of the company's
SWOT serves as the foundation of the strategic analysis and
promotion plan of the business. The program focuses on the
growth strategy of the company illustrating its potentials and
how its continued skills can be used to develop other new

products and also increase the company to customer's
relationship. Since stay soft Software company deals in the
marketing of goods used chiefly for advertisement by its
customers, it can be measured a business to a business marketer.
2
Branding Strategy
The brand strategy of Stansoft Software Corporation stands for
what the company is promising to its customers and the
personality it is conveying. The brand strategy of the company
entails the company's name, color palette, slogan, and logo. The
above-listed elements in the brand strategy are essential because
they are the creative elements that convey the brand of the
company.
3
Core Values
Stansoft software Corporation’s core values can be summed up
as Dependable, Authentic, Reliable, and Efficient (DARE).
DARE is guided by the company's slogan which is "A Change
for the Better," and the mission of the business which is to
make it possible for people in different parts of the world
realize their full potential in their daily life by offering the best
quality services to our clients at their convenience in terms of
time and price. We will always be there to provide our services
and products no matter the situation
4
Marketing Strategies

The company chose to meet its sales in several large
manufacturing industries
The second target for the industry is nonmanufacturing
market networks
An additional target market is the direct buyer markets for
several brands
One more target for the mobile application is the online
mobile application
Marketing strategies
Target markets
1.The company chose to meet its sales in several large
manufacturing industries, and also the stand-alone divisions in
the production companies include agricultural chemical
producing industries. One of the significant chemical
manufacturing sector targets is Dow chemical distributors.
2.The second target for the industry is nonmanufacturing
market networks and consumers like banks and the medical
service providers whose main aim is to entice more customers to
their stores.
3.An additional target market is the direct buyer markets for
several brands which have been fully licensed like the Coca-
Cola industry and other beverage consumer industries.
4.One more target for the mobile application is the online
mobile application to enhance efficient shopping (David &
David, 2014)
5

Price of the Products
offering affordable prices for their consumers
The price depends on the warranty of varied products
offering affordable prices for their consumers to make reorders.
The enterprise advertises the products and customizes them
according to the need of the client. The price depends on the
warranty of the product making sense for users to use.
6
Sales
industry national wide where it made thirty million dollars
Executing our marketing plan is the best way to advertise this
company
The plan will also enables customers to familiarize with the
products
industry national wide where it made thirty million dollars on
the calendars and sold three hundred mobile applications to
different companies and individuals. The sale is excellent
compared to any software industry.

Creating a marketing plan is the best way to advertise a
company where its SWOT is analyzed for the consumers to see
how much quality of the products is produced by the
corporation. A market plan also enables customers to
familiarize with the products and also the services offered thus
increasing the number of sales by acquiring new business
customers.
7
Recommendations
The company is also supposed to increase skills of marketing
the application
The company is also supposed to increase skills of making the
application to meet a broader market (Hui, Inman, Huang &
Suher, 2013)
8
Summary
high number of sale and also profits
The company has also been rated to produce high quality and
well designed customized calendar

high number of sale and also profits. The company has also
been rated to produce high quality and well designed
customized calendars and also high-quality mobile applications
where the customers have placed reorders. The company is
expected to increase sale not only locally but globally.
9
Running head: MARKETING 1
MARKETING 2
Marketing Plan
Kristin Velix
Dr. Burger
Mktg 500

Marketing Plan
A brand is the image of the organization to the business world.
It entails the principles of the company and how it carries out
its activities. It is imperative that a good brand is established to
provide the pride for both the workers and the clientele for
being associated with the company. Developing a brand
involves building a culture. The principles of business practice
have to be observed at all times in the dealings of the firm both
in business-related and non-business engagements (Aaker,
2013).Stansoft software Corporation’s core values can be
summed up as Dependable, Authentic, Reliable and Efficient
(DARE). DARE is guided by the company's slogan which is "A
Change for the Better," and the mission of the business which is
to make it possible for people in different parts of the world
time and price. We will always be there to provide our services
and products no matter the situation.
Moreover, our pricing policy will be structured in such a way
that it corresponds to the market forces of demand and supply.
Furthermore, the business will offer competitive prices that are
lucrative to the customers as compared to other competitors.
Our distribution will significantly depend on the reach of
potential clients, and as such we will focus on brand
development to increase the market base (Armstrong et al.,
2015). The company will adopt a logo which best defines our
brand. Because we focus on software production, our logo is
based on items that relate to software which are technological
gadgets such as laptops. The logo will be distributed and placed
everywhere for the potential clients and employees to see.
Other aspects of the brand development which needs particular
focus include creation of a voice for the Stansoft Software
Corporation which will champion the brand; a celebrity figure
who is associated with the values of the company, integration of
the brand in all our services and products including phone calls,

signatures, salespeople dressing codes and business outlet
paintings. It is essential to be consistent and faithful to the
brand to make it a permanent culture in the organization.
Consistency begets dependability from our clients, and thus
they can easily recommend our brand to new customers based
on their excellent experience while doing business with us.
Moreover, consistency will ensure that our business culture is
ingrained into our practices and the employees can efficiently
practice the set standards with minimal supervision due to the
establishment of a routine (Luxton et al., 2015).
The company has competition in the market which needs the
strategic review to achieve our goal of being the leader in the
industry. Competition faced is from within the organization's
practices and outside the primary operation of the business. The
main competition faced is from outside the company operations
in other companies that offer similar products and services.
These offer direct competition for the clients. Our primary
strategy to overcome competition from outside is through
identification of a niche in the services and products we offer
(Aaker, 2013). With improved marketing and better service and
product delivery, we will be able to outdo our competitors and
establish dominance in the industry due to the creation of a
reliable brand.
Moreover, sticking to our brand will earn the respect of clients
and maintain their loyalty. Stansoft Corporation will apply the
4Ps of marketing that is the price, product, promotion, and
place. As such, the cost will be flexible and lucrative to the
clients compared to our competitors, our service delivery will
be of the best quality and according to the standards of our
customers compared to our competitors, and we will locate our
distributors in strategic locations with a higher reach for the
consumers who will easily access our services and products.
Moreover, the company intends to offer promotional services
which will target loyal consumers to encourage their continued

use of our products and services. Furthermore, potential clients
will also be attracted to the deals offered by our organization
and try out our services. The promotional services will also
ensure that the image of the business is well known throughout
the regions of operation and globally. For instance, the company
is set to offer discounts to the clients who have received our
services for more than twenty times. Direct mailing and phone
messages will also be offered to ensure active interaction
between the clients and the business is maintained. A business
website shall also be set up to provide that customers can visit
at their discretion. The practice mentioned above will
significantly differentiate our business from the closest
competitor we face in the industry (Armstrong et al., 2015).
Due to the increased adoption of new technology and advanced
communication practices, the company needs to establish a
market communication plan that is in sync with the modern
trends to maintain our relevance in the society. Adopting a
social media platform for communication of our services and
products will not only maintain our significance but also
increase the reach to potential clients immensely (Chaffey and
Ellis-Chadwick, 2016). Therefore, we have identified two
relevant social media platforms that are important for achieving
our marketing purpose with the best interest of the company.
The two social media platforms identified are Facebook and
YouTube. Both platforms have the highest number of
subscribers worldwide compared to other social media platforms
that are present (Hays et al., 2013). Facebook is a preferred
option because it has millions of subscribers, higher than any
other social media platform. As a result, the number of potential
clients that the company can interact with on Facebook is high,
and this potentiates our company's target to be a global brand.
Facebook subscribers come from all parts of the world.
Moreover, the platform provides tools for easier communication
like a translation for foreign languages; meaning that all
potential clients from different cultural backgrounds can get our

brand message. YouTube is also another preferred platform due
to its high integration of video blogging (Hay et al., 2013).
YouTube advertisement would be best done using a high profile
opinion maker who will also be the voice of our company brand.
According to Tsimonis and Dimitriadis (2014), selecting a
celebrity who is influential in the platform will mean that all
his/her followers will access the information about our company
and because it will be coming from someone whose opinion they
respect, they will probably try out our products and services.
The best marketing strategies have tools that are capable of
complementing each other towards achieving a common goal
(Armstrong et al., 2015). Therefore, our company will seek
ways to achieve a united front in the marketing field. The
functional integration of each marketing tool suggested needs to
be considered. For example, despite the focus on brand
awareness, it does not mean that knowledge of our brand by the
consumer population will translate to higher sales. We have to
provide the emphasis on outreach with a supporting structure to
increase the chances of purchase for our products and services.
Therefore, it is important that all aspects of the marketing
procedures be integrated to function in harmony towards
achieving the common purpose of increased sales and consumer
approval (Luxton et al., 2015).
According to Baker (2014), the establishment of a framework
which will guide the communication of all marketing strategies
is the best way to integrate all the plans for them to work in
harmony. A model framework ensures integration of the
message, functionality, media platforms, time factor and other
stakeholder requirements to the marketing plan. It does the
tasks above by addressing some fundamental concepts in the
established marketing plan. These concepts involve
harmonization of the market requirements, market goals,
corporate goals, and timing of the marketing plans, resources
for implementation and agencies of the marketing plan. When
all these factors are harmonized together with research on the
market, the marketing plan that will be established will have

higher chances of success. There are three approaches to
developing the framework mentioned above. These are: an
approach from the inside to the outside of the organization,
approaches from the outside to the inside of the organization
and cross-functional approach.
Approaches from the inside to the outside of the organization
consider the business needs as the primary area of priority. All
the marketing plans are streamlined towards achieving the goals
set by the organization management. As a result, the approach is
best when the organization has few competitions in the market
because it tends to disregard the needs of the clients. Proposals
from the outside to the inside of the organization focus on the
needs of the consumers first. It relies on market research to
streamline the advertisement plan based on satisfaction of the
needs of the market as found by its study results (Luxton et al.,
2015). As a result, the business can gain an advantage over the
competition that does not address the requirements of the
market. Therefore, this approach is best when stiff competition
is present in the market. A cross-functional plan is a loop
mechanism which involves feedback from both the market and
the organization (Schultz et al., 2013). It uses constant
communication between the market and the organization to
establish adjustments as it suits the agenda of the two
categories.
Establishing a marketing plan requires more than addressing the
needs of the business. It involves active research on the
requirements set by the market and constant adjustments with
some aspect of regular, dependable practices to win the clients
over. Moreover, the primary target of a market plan should
never be neglected in the plan. Every market plan should aim at
increasing actual sales rather than increasing the popularity of
the business among the potential clients. It is therefore
imperative that plans should consider how to align all the needs
of the market and increase the probability of customers buying
the offered products and services. As such, it is imperative to
establish a framework that will be the guideline for the

establishment of a comprehensive marketing strategy which will
consider the requirements of all stakeholders and avoid conflict
of interest.
References
Aaker, D. A. (2013). Brand relevance: Making competitors
irrelevant. Jossey-Bass.
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015).
Marketing: an introduction. Pearson Education
Baker, M. J. (2014). Marketing strategy and management.
Palgrave Macmillan.
Chaffey, D., & Ellis-Chadwick, F. (2016). Digital marketing.
Pearson.
Hays, S., Page, S. J., & Buhalis, D. (2013). Social media as a
destination marketing tool: its use by national tourism
organizations. Current issues in Tourism, 16(3), 211-239.
Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated
marketing communication capability and brand performance.

Journal of Advertising, 44(1), 37-46.
Schultz, D., Patti, C. H., & Kitchen, P. J. (2013). The evolution
of integrated marketing communications: The customer-driven
marketplace. Routledge.
Tsimonis, G., & Dimitriadis, S. (2014). Brand strategies in
social media. Marketing Intelligence & Planning, 32(3), 328-
344.
Running head: MARKETING 1
MARKETING 2
Marketing Plan
Kristin Velix
Dr. Burger
Mktg 500
Sunday, December 10, 2017

Marketing Plan
A brand is the image of the organization to the business world.
It entails the principles of the company and how it carries out
its activities. It is imperative that a good brand be established to
provide the pride for both the workers and the clientele for
being associated with the company. Establishing a brand
involves building a culture. The principles of business practice
have to be observed at all times in the dealings of the company
both in business related and non-business engagements (Aaker,
2013).Stansoft software Corporation’s core values can be
summed up as Dependable, Authentic, Reliable and Efficient
(DARE). DARE is guided by the company's slogan which is "A
Change for the Better," and the mission of the business which is
to make it possible for people in different parts of the world
time and price. We will always be there to offer our services
and products no matter the situation.
Moreover, our pricing policy will be structured in such a way
that it corresponds to the market forces of demand and supply.
Furthermore, the business will offer competitive prices that are
lucrative to the customers as compared to other competitors.
Our distribution will greatly depend on the reach for potential
clients and as such we will focus on brand development to
increase the market base (Armstrong et al., 2015). The company
will adopt a logo which best defines our brand. Because we
focus on software production, our logo is based on items that
relate to software which are technological gadgets such as
laptops. The logo will be distributed and placed everywhere for
the potential clients and employees to see.
Other aspects of the brand development which needs special
focus include creation of a voice for the Stansoft Software

Corporation which will champion the brand; a celebrity figure
who is associated with the values of the company, integration of
the brand in all our services and products including phone calls,
signatures, salespeople dressing codes and business outlet
paintings. It is important to be consistent and true to the brand
to make it a permanent culture in the organization. Consistency
begets dependability from our clients and thus they can easily
recommend our brand to new customers based on their good
experience while doing business with us. Moreover, consistency
will ensure that our business culture is ingrained into our
practices and the employees can easily practice the set standards
with minimal supervision due to establishment of a routine
(Luxton et al., 2015).
The company has competition in the market which needs
strategic review in order to achieve our goal of being the leader
in the industry. Competition faced is from within the
organization’s practices and outside the main operation of the
business. The main competition faced is from outside the
company operations in other businesses that offer similar
products and services. These offer direct competition for the
clients. Our main strategy to overcome competition from
outside is through identification of a niche in the services and
products we offer (Aaker, 2013). With improved marketing and
better service and product delivery, we will be able to outdo our
competitors and establish dominance in the industry due to
creation of a reliable brand.
Moreover, sticking to our brand will earn the respect of clients
and maintain their loyalty. Stansoft Corporation will apply the
4Ps of marketing that is the price, product, promotion and place.
As such, the price will be flexible and lucrative to the clients
compared to our competitors, our service delivery will be of the
best quality and according to the standards of our customers
compared to our competitors, and we will locate our distributors
in strategic locations with a higher reach for the consumers who
will easily access our services and products. Moreover, the
company intends to offer promotional services which will target

loyal consumers to encourage their continued use of our
products and services. Furthermore, potential clients will also
be attracted to the deals offered by our organization and try out
our services. The promotional services will also ensure that the
image of the business is well known throughout the regions of
operation and globally. For instance, the business is set to offer
discounts to the clients who have received our services for more
than twenty times. Direct mailing and phone messages will also
be offered to ensure active interaction between the clients and
the business is maintained. A business website shall also be set
up to ensure that customers can visit at their own discretion.
The aforementioned practice will greatly differentiate our
business from the closest competitor we face in the industry
(Armstrong et al., 2015).
Due to the increased adoption of new technology and advanced
communication practices, the company needs to establish a
market communication plan that is in sync with the modern
trends in order to maintain our relevance in the society.
Adopting a social media platform for communication of our
services and products will not only maintain our relevance but
also increase the reach to potential clients immensely (Chaffey
and Ellis-Chadwick, 2016). Therefore, we have identified two
important social media platforms that are important for
achieving our marketing purpose with the best interest for the
company. The two social media platforms identified are
Facebook and YouTube. Both platforms have the highest
number of subscribers worldwide compared to other social
media platforms that are present (Hays et al, 2013). Facebook is
a preferred option because it has millions of subscribers, higher
than any other social media platform. As a result, the number of
potential clients that the company can interact with on Facebook
is high and this potentiates our company’s target to be a global
brand. Facebook subscribers come from all parts of the world.
Moreover, the platform provides tools for easier communication
like translation for foreign languages; meaning that all potential
clients from different cultural backgrounds can get our brand

message. YouTube is also another preferred platform due to its
high integration of video blogging (Hay et al., 2013). YouTube
advertisement would be best done using a high profile opinion
maker who will also be the voice of our company brand.
According to Tsimonis and Dimitriadis (2014), selecting a
celebrity who is influential in the platform will mean that all
his/her followers will access the information about our company
and because it will be coming from someone whose opinion they
respect, they will probably try out our products and services.
The best marketing strategies have tools that are capable of
complementing each other towards achieving a common goal
(Armstrong et al., 2015). Therefore, our company will seek of
ways to achieve a united front in the marketing field. The
functional integration of each marketing tool suggested needs to
be considered. For example, despite focus on brand awareness,
it does not mean that knowledge of our brand by the consumer
population will translate to higher sales. We have to provide the
focus on awareness with a supporting structure to increase the
chances of purchase for our products and services. Therefore, it
is important that all aspects of the marketing procedures be
integrated to function in harmony towards achieving the
common purpose of increased sales and consumer approval
(Luxton et al., 2015).
According to Baker (2014), establishment of a framework which
will guide the communication of all marketing strategies is the
best way to integrate all the plans in order for them to work in
harmony. A model framework ensures integration of the
message, functionality, media platforms, time factor and other
stakeholder requirements to the marketing plan. It does the
aforementioned tasks by addressing some key concepts in the
established marketing plan. These concepts involve
harmonization of the market requirements, market goals,
corporate goals, and timing of the marketing plans, resources
for implementation and agencies of the marketing plan. When
all these factors are harmonized together with research on the
market, the marketing plan that will be established will have

higher chances of success. There are three approaches to
establishing the aforementioned framework. These are:
approach from the inside to the outside of the organization,
approaches from the outside to the inside of the organization
and cross-functional approach.
Approaches from the inside to the outside of the organization
consider the business needs as the primary area of priority. All
the marketing plans are streamlined towards achieving the goals
set by the organization management. As a result, the approach is
best when the organization has few competitions in the market
because it tends to disregard the needs of the clients.
Approaches from the outside to the inside of the organization
focus on the needs of the consumers first. It relies on market
research to streamline the advertisement plan based on
satisfaction of the needs of the market as found by its study
results (Luxton et al., 2015). As a result, the business can gain
an advantage over competition that does not address the
requirements of the market. Therefore, this approach is best
when stiff competition is present in the market. A cross-
functional approach is like a loop mechanism which involves
feedback from both the market and the organization (Schultz et
al., 2013). It uses constant communication between the market
and the organization to establish adjustments as it suits the
agenda of the two categories.
Establishing a marketing plan requires more than addressing the
needs of the business. It involves active research on the
requirements set by the market and constant adjustments with
some aspect of steady dependable practices to win the clients
over. Moreover, the main target of a market plan should never
be neglected in the plan. Every market plan should aim at
increasing actual sales rather than increasing the popularity of
the business among the potential clients. It is therefore
imperative that plans should consider how to align all the needs
for the market and increase the probability of customers buying
the offered products and services. As such, it is imperative to
establish a framework that will be the guideline for

establishment of an all-inclusive marketing strategy which will
consider the requirements of all stakeholders and avoid conflict
of interest.
References
Aaker, D. A. (2013). Brand relevance: Making competitors
irrelevant. Jossey-Bass.
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015).
Marketing: an introduction. Pearson Education
Baker, M. J. (2014). Marketing strategy and management.
Palgrave Macmillan.
Chaffey, D., & Ellis-Chadwick, F. (2016). Digital marketing.
Pearson.
Hays, S., Page, S. J., & Buhalis, D. (2013). Social media as a
destination marketing tool: its use by national tourism
organizations. Current issues in Tourism, 16(3), 211-239.
Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated
marketing communication capability and brand performance.
Journal of Advertising, 44(1), 37-46.

Schultz, D., Patti, C. H., & Kitchen, P. J. (2013). The evolution
of integrated marketing communications: The customer-driven
marketplace. Routledge.
Tsimonis, G., & Dimitriadis, S. (2014). Brand strategies in
social media. Marketing Intelligence & Planning, 32(3), 328-
344.

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