Marketing Plan

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EXECUTIVE SUMMARY

The previous five years of the Professional Photography industry have demonstrated an overall decline. Having being driven down by the demand from advertising services, the effects of rising interest rates on real house hold disposable income and rapid growth in technology all played major parts in the performance of the Professional Photography industry.

The industry is extremely large and highly competitive as there are low barriers in entering the photography, as well as photography becoming growing cultural trend. It is recognized that with a large release of high quality cameras available to the general public, the photography industry is under threat and can fall into becoming obsolete.

Due to stabilizing interest rates and the progress of getting out of the financial crisis, there is an expected growth of the Real Estate Industry to grow up to $28.1billion in 2015. This is to be taken into account as this opens opportunities for growth and development for Open2View.

Action is to be taken to which changes to the website needs to be completely changed. This is a risen opportunity that has been identified, where Open2View can enter the market of Online Property Websites. Establishing alliances and creating a more environmentally friendly approach can be taken onboard to improve brand perception. The Open2View Product of providing a professional and quality service is further concentrated with providing the opportunity for franchisees to be educated on changing technologies and photographic techniques that can be applied.

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TABLE OF CONTENTS

Executive Summary ………………………………………………..i 1.0: Introduction ………………………………………………..4 1.1 Client Introduction & background …………………………………………..4 1.2: Description of Business ………………………………………………..4 1.3: Description of Current Product Mix ………………………………………..5 1.2 Analysis of Core Competence ………………………………………………..5 2.0: Opportunity Analysis ………………………………………………..6 2.1: Key Markets & Buyers ………………………………………………..6 2.2: Direct & Indirect Competitors ………………………………………………..7 2.3: Current Competitive Strategies ……………………………………………..8 2.4 Market Standing/Status ………………………………………………..8 2.5 Key Environmental Factors ………………………………………………..10 2.6 Growth Opportunities ………………………………………………..11 3.0: Idea Generation ………………………………………………..12 3.1: Broad Description of ideas generated ……………………………………..12 3.2: Description of process used ………………………………………………..12 4.0: Idea Conversion ………………………………………………..13 4.1: Description of idea selection process ……………………………………..13 4.2: Detailed description/background of selected ideas ……………………..15 4.3 Concept Development ………………………………………………..16 5.0: Idea Diffusion ………………………………………………..19 5.1: Suggested Implementation of Innovation ………………………………..19 5.2 Resource Requirements ………………………………………………..16 5.3: Suggested Marketing Strategy for Launch ………………………………..20 6.0: Project Financials ………………………………………………..22 6.1: Financial aspects of Innovation Costs (Academic purposes only) …23 6.2 Expected revenue from innovation …………………………………..20 REFERENCES ………………………………………………..24 APPENDICES ………………………………………………..25

1.0: INTRODUCTION

1.1 CLIENT INTRODUCTION AND BACKGROUND

Open2View was first established in 1999 by Chris Bates, in New Zealand. It began as a small company who acted as a tool to real estate agencies, by providing a Virtual Tour Service. Throughout the years it has become an established integrated online solution exclusively available to these vendors. They have grown to expand their service into providing professional photography used to improve the liking of the houses to be sold by real estate agencies (Open2view Portfolio – Project Brief)

Open2View is a mobile service that ‘employs a network of trained photographers’ who have purchased the right or the licence to operate under the name Open2View (Open2View, 2010).

In 2004 Open2View was introduced to...
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