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Our new marketing focus, made explicit in this plan, renews our vision and strategic focus on adding value to our target market segments, the small business and high-end home office users, in our local market.
American Technology will change its focus to differentiate itself from box pushers and improve the business by filling the real need of small business and high-end home office for reliable information technology including hardware, software, and all related services. Our marketing challenge is to position our product and service offerings as the high-quality, high value-add alternative to box pushing in a vacuum.
2.2 Target Market Segment Strategy
We cannot survive just waiting for the customer to come to us. Instead, we must get better at focusing on the specific market segments whose needs match our offerings. Focus on targeted segments is the key to our future.
Therefore, we need to focus our marketing message and our product offerings. We need to develop our message, communicate it, and make good on it.
2.3 Target Market: Home Office
The home offices in Tin town are an important, growing market segment. Nationally, there are approximately 30 million home offices, and the number is growing at 10% per year. Our estimate in this plan for the home offices in our market service area is based on an analysis published four months ago in the local newspaper.
Home offices include several types. For our plan, the most important are the home offices that serve as the only offices of professional firms. These are likely to be professional services such as graphic artists, writers, and consultants, also some accountants and the occasional lawyer, doctor, or dentis ...