Marketing Plan: Prime Software Inc.

Marketing Plan: Prime Software Inc.

Introduction

Prime Software, Inc., is a little, family-possessed partnership, which is in the first year of a move from first generation to second generation leadership. Prime Software offers specially designed datebook programs and identified things to in the vicinity of 400 organizations in US, which utilizes the programming predominantly for promotion. Prime's 20 workers face booking tests, as Prime's business is profoundly regular, with its most stupendous request throughout October, November, and December. In other months, the supplies and staff are at times unmoving. A real test confronting Prime Software is the way to expand benefits and greatly improve the situation utilization of its assets throughout the off season.

The main rationale of this marketing plan is to highlight how Prime Software can exploit the international market. Prime Software is currently operational in US and plans to enter the software market of Canada. The main reason for this expansion is that company wants to generate more revenue to retain its quality work force. The strategy that Prime would opt to enter the international marketing would be niche marketing. The main reason that can be accounted for choosing this strategy is that as Prime Software is not a much known brand as compared to other market giants (Parrish, 2010).

As the international market in quite competitive and the barriers to entry are high, due to which Prime Software will not be able to attract customers. The international strategy that Prime Software has decided to choose to tap into the software market of Canada is the global strategy. Prime Software after in depth market analysis has decided that it would initially enter the software market of Canada through their only product custom made calendar program. The analysis also revealed that the demand for this product will dramatically increase in future, provided that only a few software companies are dealing in this regard. Prime Software aims to exploit this speculated increase in demand and attract a large pool of customers.

Prime Software also realizes that new market will have it own trends and culture, and therefore a different wok force. As a result Prime Software will have to employ good human resource department, which can screen out and hire quality work force for the company. They also have to mold their strategies according to the new market. The HR department will also allow the company for abide by the employee compensation laws framed by the government of that country to avoid any legal issues (Gary, 2011).

In order to avoid the potential threat of currency fluctuation Prime has regulated the policy that it will deal in the home currency only (US Dollars). The payment can be made through credit cards, and debit cards.

By expanding internationally Prime will not be able to widen its customer base, but it will also help to achieve good monetary benefits. The main reason to tap international market and pursue growth was that Prime wanted to increase its profits and revenues by approximately 10 percent as ...