Marketing Plan First of All, Term Paper

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His income level is reasonable enough to allow him to afford to buy a product that is at least average priced.

Another threat that needs to be dealt with is the fact that the age category we are addressing is most predisposed to change. People in this age group have a tendency to change their car once every a couple of years, change the electronics around the house, change the computer, etc. Compared with the over 55 category, much more conservatory, the consumers we are targeting have lower customer retention indicators and consistent additional effort needs to be made in this sense.

The third threat from the market that needs to be mentioned is related to technological obsoleteness and the implications deriving here from. One of the causes of the customer retention indicator I have previously mentioned is related to the fact that new technological features constantly appear in short period of time after an innovation is launched. The market provides, in this sense, a significant challenge for any company to keep up with the pace of change. Any company will need to invest heavily in the research and development activities in order to be able to remain competitive.

In terms of opportunities, there are several worth mentioning as well. First of all, there are advantages deriving from the fact that the company is a start-up.

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For the beginning at least, larger companies are less likely to pay attention to a new comer and will probably react less to its presence on the market.

Another important opportunity worth mentioning is the fact that the digital camera market is increasing at important rates every year. It seems more and more practical to own a digital camera rather than a classic camera. Most people have now turned to the former. As the market is expanding, there are significant positioning opportunities.

Finally, we should note on the opportunity side the correlation between digital cameras and the computer industry. The connection is caused by the fact that the computer is practically the final receptor of the process, where the pictures are finally downloaded. In this sense, given the fact that the computer industry is still developing at fast rates, this may also be considered an opportunity for digital cameras.

As a final conclusion, it seems that the category of consumers being targeted provided a good opportunity for the company. However, it still needs to pay attention to several forces on the market….....

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