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Marketing Plan
I. EXECUTIVE SUMMARY
Star Software, Inc., is a small, family-owned corporation in the first year of a transition
from first-generation to second-generation leadership. Star Software sells
custom-made calendar programs and related items to about 400 businesses, which
use the software mainly for promotion. Star's 18 employees face scheduling challenges,
as Star's business is highly seasonal, with its greatest demand during
October, November, and December. In other months, the equipment and staff are
sometimes idle. A major challenge facing Star Software is how to increase profits
and make better use of its resources during the off-season.
An evaluation of the company's internal strengths and weaknesses and external
opportunities and threats served as the foundation for this strategic analysis and
marketing plan. The plan focuses on the company's growth strategy, suggesting
ways in which it can build on existing customer relationships, and on the development
of new products and/or services targeted to specific customer niches. Since
Star Software markets a product used primarily as a promotional tool by its clients,
it currently is considered a business-to-business marketer.
II. ENVIRONMENTAL ANALYSIS
Founded as a commercial printing company, Star Software, Inc., has evolved into a
marketer of high-quality, custom-made calendar software and related business-tobusiness
specialty items. In the mid-1960s, Bob McLemore purchased the company
and, through his full-time commitment, turned it into a very successful family-run
operation. In the near future, McLemore's 37-year-old son, Jonathan, will take over
as Star Software's presid ...