Eagle Systems Inc. Marketing Plan
creating a basic Marketing Plan for a real or hypothetical market offering of your choice. Each week you will be responsible for working on a component of the plan. At the end of the course, you will finalize the plan based on feedback you have received throughout the term.
I want to use this company but any other information can be fabricated https://eaglesystemsinc(dot)com/
Situation
Company Analysis
SWOT (Strengths, Weaknesses, Opportunities, Threats) Analysis
identify the customer groups your business has selected to directly target. Remember the various segmentation methods your readings discussed: geographic, demographic/socioeconomic, psychographic, behavior, and needs-based segmentation. Also, recall that positioning refers to the way in which customers perceive your product offering relative to the competition.
In this module, you will submit the following deliverables:
Market Segmentation and Targeting Strategy
Positioning Map
identify the customer groups your business has selected to directly target. Remember the various segmentation methods your readings discussed: geographic, demographic/socioeconomic, psychographic, behavior, and needs-based segmentation. Also, recall that positioning refers to the way in which customers perceive your product offering relative to the competition.
In this module, you will submit the following deliverables:
Market Segmentation and Targeting Strategy
Positioning Map
identify the role of marketing information in crafting a marketing strategy. Evaluate available secondary information, and identify what additional information is necessary to be successful. Next, expand your customer analysis, and summarize what influences their decision making.
In this module, you will submit the following deliverables:
Marketing Information and Research
Customer Decision-Making Profile
develop the content for the Product (or Service) strategy section of your marketing plan.
In this module, you will submit the following deliverables:
Brand Strategy
Product Strategy
consider all of those internal and external forces as you establish a pricing strategy for your product line.
In this module, you will submit the following deliverable: Pricing Strategy
: Placement/Distribution Strategy
A toy forklift with boxes and a yellow toy moving van sitting on top of an open laptop. A plant is in the background.Establishing a distribution strategy is all about customer convenience: how might the value delivery network be optimized to include the right partners and offer the right services to ensure that the end-customer gets the product at the right time? A vertical marketing system involves the manufacturers, wholesalers, and retailers (or service providers) that work in unison to deliver customer solutions.
submit the following deliverable: Placement/Distribution Strategy
Please read through all sections before proceeding to the next page and refer back whenever necessary.
Eagle Systems Inc. Marketing Plan
Student’s Name
Institutional Affiliation
Course
Instructor
Date
Company Analysis:
Eagle Systems Inc. is a well-established organization with expertise in logistics, technical, engineering, program management, and administrative support for Department of Defense (DoD) weapon systems and programs. Since its inception in 1980, the company has built a varied business base consisting of over 42 engineering and technical contracts/TOs and subcontracts. With a team of approximately 250 professionals, Eagle Systems has established credibility and a deep understanding of the U.S. Navy and DoD necessities. The company provides various services, including laboratory and test facility services, research, development, test and evaluation (RDT&E) technical support, logistics support, program management, and avionics installations (Eagle Systems Inc., n.d.). Additionally, Eagle Systems offers rewarding career opportunities for professionals seeking to advance their careers and achieve their professional goals.
Market Segmentation and Targeting Strategy:
Geographic Segmentation: Eagle Systems primarily targets customers in the United States, specifically those in the Department of Defense (DoD) and the U.S. Navy.
Demographic/Socioeconomic Segmentation: The company targets customers who are involved in the defense industry and need logistics, technical, engineering, program management, and administrative support.
Psychographic Segmentation: Eagle Systems targets customers who value quality, reliability, and professionalism in their service providers.
Behavior Segmentation: The company targets customers who need ongoing support for their weapon systems and programs.
Needs-Based Segmentation: Eagle Systems targets customers who need specialized support in logistics, technical, engineering, program management, and administrative support.
Targeting Strategy: Eagle Systems uses a differentiated targeting strategy, offering specialized services to different customer groups within the defense industry.
Positioning Map:
Eagle Systems is a high-quality, reliable, and professional service provider in the defense industry. The company's positioning map would place it in the upper right quadrant, indicating high quality and reliability. Competitors in the lower left quadrant would be those offering lower rates and less reliable services. In contrast, those in the upper left quadrant would offer high-quality but less reliable services (A. D’Aveni, 2007). Those in the lower right quadrant would provide lower quality but more reliable services.
Marketing Information and Research:
The role of marketing information in crafting a marketing strategy is to provide insights into the market, customers, and competitors that will help a company make informed decisions about how to position its products or services, how to reach its target audience, and how to differentiate itself from its competitors (The Role of Marketing Research, n.d.). This information is critical to the success of a marketing strategy because it helps a company know the needs and preferences of its customers, recognize opportunities and threats in the market, and advance effective marketing tactics.
One source of marketing information that Eagle Systems can use is secondary information, which has already been collected from other sources. This can include industry reports, market research studies, and competitor analysis. One potential source of secondary information for Eagle Systems is the U.S. Department of Defense, which publishes reports on the defense industry and the needs of the military. Another source of secondary data is industry associations, such as the National Defense Industrial Association, which can provide insights into trends and challenges in the defense industry.
While secondary information can be helpful, it may only provide some of the information Eagle Systems needs to succeed. Therefore, the company may need to conduct primary research to gather additional information. This could include surveys of potential customers to understand their needs and preferences, focus groups to gather feedback on new products or services, and interviews with industry experts to gain insights into the market (Twin, 2021).
Customer Decision-Making Profile:
Eagle Systems' customers are primarily government agencies and defense contractors, such as the U.S. Department of Defense. These customers are influenced by a variety of factors when making purchasing decisions, including:
Cost: Government agencies and defense contractors often work with limited budgets, so cost is a significant factor in their decision-making process.
Quality: The defense industry requires products and services that are reliable and meet strict quality standards, so customers are likely to prioritize quality over cost.
Reputation: Customers in the defense industry are likely to cons...