Mba Thesis on Marketing Plan

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ICT SYSTEMS MARKETING PLAN by Ladan Mehrabi Graduate Diploma in Business Administration, Simon Fraser University, 2006 Bachelors Degree in Electronics Engineering, Tehran Azad University, 2001

PROJECT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION In the Faculty of Business Administration © Ladan Mehrabi, 2009 SIMON FRASER UNIVERSITY Summer 2009

All rights reserved. However, in accordance with the Copyright Act of Canada, this work may be reproduced, without authorization, under the conditions for Fair Dealing. Therefore, limited reproduction of this work for the purposes of private study, research, criticism, review and news reporting is likely to be in accordance with the law, particularly if cited appropriately.

Approval
Name: Degree: Title of Project: Ladan Mehrabi Master of Business Administration ICT Systems Marketing Plan

Supervisory Committee:

________________________________________ Dr. Michael Parent Senior Supervisor Associate Professor Faculty of Business Administration

________________________________________ Dr. Neil R. Abramson Second Reader Associate Professor of Strategy Faculty of Business Administration

Date Approved:

___________________________________________

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Abstract
This thesis is a marketing plan for ICT Systems to help the company increase its sales and market share. This paper examines the current status of the organization to determine measurable financial and marketing objectives for the year 2010. In this plan, we analyse the market and competitors as well as the internal capabilities of ICT Systems. Market analysis helps ICT Systems to determine its primary and secondary target markets. It would also help the company to determine whether or not product development is required. Careful analysis of the company’s internal resources as well as its external environment helps ICT Systems to find opportunities and prevent threats. The marketing objectives of this plan are clearly defined. Tactical marketing programs including product, pricing, distribution, and promotion tactics are planned to achieve the objectives of this plan. The implementation plan section covers the timeline and tasks of people responsible for executing the plan.

iii

Acknowledgements
Thank you to my husband, Arash, who supported, provided information, and encouraged me to complete this work. I would like to dedicate this thesis to him. Also, I would like to extend my acknowledgements to all my MBA professors and my supervisor Dr. Michael Parent who taught, inspired, and made the completion of this work possible.

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Table of Contents
Approval ...........................................................................................................................................ii  Abstract........................................................................................................................................... iii  Acknowledgements..........................................................................................................................iv  Table of Contents..............................................................................................................................v  List of Figures.................................................................................................................................vii  List of Tables ................................................................................................................................ viii  1: Purpose and Background ..........................................................................................................1  2: Situational Analysis ....................................................................................................................2  2.1  Current Product Analysis ........................................................................................................2 ...
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