The Softonics, Essay Example

The Softonics is a small domestic company. It has started its business from last five years with emerging new technologies in software development technology. We deal in selling software development, software tools, calendar programs and all related items to software business, which use the software mainly for development. The Softonics, own more than one hundred employees working successfully at three stations of the country.It was founded as a commercial printing company. But after sometimes it converted into a software development house which produces high quality software, tools, calendar software and its related tools business. At the end of 2000, Stuart purchased the company and turned this company into a successful brunch of software solutions, through full time commitment.

Our company’s business is reaching on its top, with its greatest demand during throughout the year. Our company’s focal person is our Country Director, who looks after all country’s related production. Our company’s work is highly demanded at the end of every year, in the remaining months our staff mostly stays idle.

Competition & Trends

Our company is working from last 05 years in this field. When we have started the business, there were so many software solution companies in the market. They have achieved fame globally. Our company is facing a challenge in a competition with these giant companies that how to enhance our profits and make better usage of resources in offseason. Evaluation of its pros and cons and vast, DO’s and DON’T’s plays a vital role in building the foundation for this strategic analysis. The analysis focuses on the company’s development plan, identifying sources in which company can enhance their current ration of customers, maintaining high quality customer relations. It also emphasis on the development of new product software inventions, and services targeted to specific market niches. Since, “The Softonics” spread a product primarily as a promotional tool for their market niches, considered as a business to business market.

Environmental Threats & Opportunities

Competition Pressure: The competition pressure especially in the software development is huge. The Softonics total work is based on 70-30 % ratio. Our company is relying on the 70 % production of software rather than 30 % on other items like calendar software and its tools.   Among other companies, we are the sole dealer of software that are dependent more than 50% on its software development while other companies hold less than 30 %. In the meantime progress, in another related work is also developing but as other business tools like calendar software are becoming more popular extra competition will be welcomed in the future to step in the market.

Economic Hurdles: Due to current economic condition of the country, many companies have reduced their budget as to cut expenses, especially in the mass media budget. On the whole, promotional procedure is struck but companies are trying to survive through advertisements. This procedure is causing as a weak and slow development of an economy. Many marketers are focusing on the value they achieve from their promotion. Most commonly advertising, such as completed with a software-based calendar, gives value as it.

Political Factors: On the other hand, election campaign is also launched on a massive level in the country. They have emphasized not only on different mass media, as T.V, Radio, Newspapers and Internet, but they have also intruded the Pana-flex and Broacher’s market. These political factors are creating a false impact on operations of our company.

Legal Issues: In current decade people has pointed out the problem of a different viruses and junk mail phenomenon. Special advertisement contains a big chunk of their campaigns based on this mail messages, due to un-availability of legal framework masses marked it a message containing Virus or a message labeled as “Junk Mail”. In fact, a large number of companies are promoting itself through this procedure. Most companies are feeling fear due to increased ratio in legislation and less legal values.

Technological Factor: New emerging technologies plays a vital role in an analysis of a product or planning marketing plan. For example, Personal Information Managers (PIMs) or Personal Digital Assistants (PDAs) is an advanced device that can store a large number of information, including, videos, pictures, e-books, notes, addresses and calendar. A few of them are also capable of sending fax letters. Due to these phenomena some of the products may have to be accepted to compare with these advanced technologies.

The Market

Segment and Target Audience: Our Company “The Softonic” is committed to serving their clients with service and quality. We have successfully prepared a niche based on a strategy with diversion of marketplace. Our targeted audience is manufacturers, who spread their products through different market sources, as dealers, distributors or through other services. Our most business keeping product is software that runs on a Personal Computer, meeting with the client’s need.  This calendar consists of a different 3D logos, text messages, 3D fireworks and some amazing pictures. Our niche will use this programme as a tool that will provide us promotion. This programme has function that our niche cannot copy paste it. This procedure leads it to a commercial printing business for our company and major equipment to our employees. We have built long term relations with our employees, those who have ability to regenerate hard disks and other IT equipments like this. Company serves them as a primary supplier of final goods. Our staff is still working to advance this technology.

Current Strategy Description and Evaluation

(Product, Life Cycle, Price Strategy, Distribution Channels & Promotional Mix)

The product, we are using to analyze it our Unique Software Calendar that runs on the Personal Computers of people. It will fulfill the needs of our clients and other related people. It contains different 3D logos, text messages, 3D fireworks and some amazing pictures. The Softonic is also helping other companies to promote their products in the market with the help of our Calendar. They can advertise their products in our calendar. We will achieve our 50% of growth from this produce involving the new and old manufacturing customers and their products that are also non-seasonal mostly deliver in the low income generated cycle period.

Products: The product, we are using to analyze it our Unique Software Calendar that runs on the Personal Computers of people. It will fulfill the needs of our clients and other related people. It contains different 3D logos, text messages, 3D fireworks and some amazing pictures. We have the ability to enhance our production ability according to the needs of our client.

Price: The Softonic has a reputation of producing high quality products according to the needs of its clients. Value of our product and services are dependent on its premium price. The Softonic is always producing products according to the requirement of client’s worth and their demand. In simple words, we produce products with the price consultation of our clients.

Promotion: Mostly our customers, contracts on the regular distribution, the expenditures we use for promotion will be used in producing new products. We offer through direct-mail advertising and trade journals and business chunks in different dailies.

Distribution: For distribution, we have selected direct marketing. Our product is very light weight, short and un-destroyable. We can deliver it directly from a company to client using different mailing sources (Kotler & Kevin, 2012).

Promotional Mix

Advertising – We will advertise our software through trade magazines, chunk of newspapers business related, displaying billboards, television advertisement, direct mailing to inboxes, ready posters, and sign boards and on web pages

Personal selling – Our sale representatives will do it effectively by group niche selling.

Sales Promotion – Our product is very compact and light weight, we will not use this kind of promotion.

Public relations – In some places, we will give presentations, speeches and also conduct seminars for promotion our calendar software.

Direct Marketing – This is the effective way of promoting our programme. We will use direct marketing through Text Messages on cell phones, emails, displaying online advertisements, sending fliers and through promotional letters.

Recommendations

The Softonics is working from last five years in the software market. We have enjoyed our business and tried to enhance our company’s profit through expanding its horizons. We have made this plan for next three years. We have not any other plan to adopt. In the meantime, we do not have any idea to merge our company with any other organization. We are strictly following our rules and regulations, and we do not allow any drawbacks and bottlenecks to block our race to development. We will closely monitor our plan for bringing more stability in our production and reputation of our company.  As we have planned in the whole strategy that we have to enhance our business through a compact and unique strategy, as we have to stay in the software market. We have firm plans to make an existence of our company in the market.

Works Cited

Unger, F., Fuchs, W. 2005. Management der Marketing-Kommunikation. Berlin Heidelberg: Springer.

Aaker, D. A., McLoughlin, D. 2010. Strategic Market Management – Global Perspectives. West Sussex: John Wiley & Sons Ltd

Baker, Michael The Strategic Marketing Plan Audit 2008 ISBN 1-902433-99-8. p. 27.

Kotler, Philip & Keller, L. Kevin 2012. Marketing Management 14e. Pearson Education Limited 2012.