Plan out Line

Executive Summary----------------02 Situation Analysis-------------------02 Market Summary-------------------03 Market Needs-----------------------03 Market Trends----------------------04 Market Growth----------------------04 SWOT Analysis--------------------04 Strengths----------------------------05 Weaknesses-----------------------05 Opportunities-----------------------05 Threats------------------------------05 Competition------------------------06 Service Offering------------------06 Keys to Success-----------------07 Critical Issues---------------------07 Marketing Strategy--------------07 Financials-------------------------08 Controls Implementation-----10 Contingency Planning-----11

Executive Summary
Setback is a computer consulting firm whose target customers consist of home users and small businesses. The Comilla Zone will be served by a comprehensive service provider that offers computer education/empowerment as well as problem resolution. Setback is owned and operated by a Ajam Ali Bhuyan owner of Bhuyan group. We the member of these organization try to leverage our own experience to improve our business. Setbacks competitive edge consists of their unusual ability to explain or teach complex technical issues to clients of all computing abilities. The ability to translate complex "computer ease" into Basic English is an unusual and desired skill. This competitive edge allows Setback to empower clients with new knowledge, making them feel significantly more comfortable in the computing environment where they now interact in so many activities. Setback will offer computer support to clients of two major categories, home PC users and small office users. These categories will comprise 95% of our operations. Both Windows OS as well as Macintosh OS can be supported. Setback offers computer consulting for software such as the Office Suite, MS Access and other database applications, Quicken, QuickBooks Pro, Internet technology software, and CD-RW software. Hardware issues that are addressed are the setup of LAN networks, wireless (WI-FI) networks, CD-RW installations, hardware repair/replacement, and all issues relating to broadband connections. Setback will rapidly gain target market by offering needed services, outstanding customer service, and reasonable prices. Setback is now enjoying the growing profit levels.

Situation Analysis
Setback is close to entering their sixth month of service. The company has been well received, and marketing is now critical to its continued success. The company offers a wide range of computer consulting for both home users as well as small businesses. The basic market need is a reasonably priced computer consulting firm that can translate technical computer information into everyday usable local language. And another thing is that we are trying our best to help the people in knowing computer and computer basic knowledge. Every day we are getting sufficient numbers of client who are coming to our touch for solving their problems. And important thing is that we trying our best to satisfy those peoples because we have a slogan quality first and profit will come to its logical process.

Market Summary
We know that marketing is essential to its success and future profitability. Setback possesses good information about the market and knows a great deal of information about the prized

customers. This information will be leveraged to better understand who is served, their specific needs, and how Setback can better communicate with them.

Market Needs
Setback is providing customers with a comprehensive computer consulting service for home users as well as small businesses. Setback seeks to fulfill the following benefits that are important to their customers.

Comprehensiveness- Setback seeks to offer a wide range of consulting services, allowing the customer to be served with any type of computer issue that they may encounter.

Teaching ability- While the customer is interested in having their computer problems solved, most customers appreciate being empowered with new abilities and skills, giving them more control within their computing environment.

Customer service- The customer must leave the session believing that all of their needs were met in a manner that exceeded their expectations.

Market developments
The market development for the use of the PC within the home and the small business environment has been a skyrocketing increase in usage, to a large degree fueled by the increase use of the Internet, and more recently by broadband connections. The most common purposes for which the people are using personal computer are:-

Entertainments (showing movie, enjoying songs video games and so on). Online bill paying and online earnings. Internet purchases(Specially for facebook purpose and all other browsing purposes) Research (for both students and teachers, especially for the varsity students. A large group of varsity students are using personal computer for learning purpose and some other purposes.)

Market Growth
In the former ages little people use computer for their personal use. Only in little government sectors the government employees and the officials of private firms use computer for their accounting and management purpose. But situation is not same today. All things are changed with the passage of time and the computer technology is also changed enough with time passing. Now a days not only the officials but also the general people are using computer for their personal use. Even now a days the child are using computer for playing game and some other purposes. The use of PC's within small businesses has not significantly grown in terms of the percent of businesses that have PC's, but the usage of the PC within the business has increased by 39% over a four year period in terms of` activities that are now completed with the use of the computer. The increased usage of computers in both the home and business environment can be explained by a number of factors including price decreases, technological improvements, as well as decreases in complexity.

SWOT Analysis
The following SWOT analysis captures the key strengths and weaknesses within the company, and describes the opportunities and threats that facing Setback.

Swot Analysis
Strengths

In-depth, comprehensive industry experience and knowledge. The unusual ability to teach technical knowledge to a non-technical clientele. Flexibility- The ability to meet the customer's needs with a customized, flexible solution

Weaknesses

As a one person venture (at least initially), the number of clients served is dependent on the time available for the one employee. We are facing the difficulty of building brand equity. The inability to scale rapidly to meet demand.

Opportunities

Participation within a growing market. Increased sales opportunities as the limit of technology is continually pushed upward. A decrease in market share for Apple (MacOS) should increase the reliance of consultants to solve computer issues with the Windows operating system. Time by time technology is updating and this is plus point for Setback. Because more people will face different problem with new technology.

Threats

Some new franchised computer consulting firm is entering into the market and as we have no brand name or equity we are in threat with those new franchised consulting firms. Significant change in computer technology making computers far easier to use, decreasing the reliance on professionals for assistance with computer issues. A significant increase in consumer's knowledge/ proficiency of computer technology is also a great threat for Setback

Competition
There are two main competitors in this area. 1. Computer Source, they are a well-established provider of computer upgrades and services. 2. Hossain Computers, Smaller and less known than Computer Source, Hossain provides many services for residents living In and Out of Comilla Sadar. Both of these companies charge rates in excess of Setback, we will be able to attract the price-sensitive market without much work. Our second main advantage is the accessibility of our services. The time conscious customer will appreciate our swift work. Additionally, there are several phone based computer help services that offer help via the phone.

Service Offering
Setback will offer computer support to clients of two major categories, home PC users and small office users. These categories will comprise 95% of our operations. Both Windows OS as well as Macintosh OS are supported. Setback offers computer consulting for software such as the Office Suite, MS Access and other databases, Quicken, QuickBooks Pro, Internet technology software, and CD-RW software. Hardware issues that are addressed are the setup of LAN networks, wireless (WI-FI) networks, CD-RW installations, hardware repair/replacement, and all issues relating to broadband connections.
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Keys to Success
The keys to success are simply:

Exceed customer's expectations. Offer comprehensive, flexible services. Address market needs

Critical Issues
Setback is still in the speculative stages as a computer consultancy as a result of their young age. It is critical that they continue to take a modest fiscal approach to serving the needs of the clients, expanding only when the demand of the clients warrants expansion, not for the sake of expansion in itself.

Marketing Strategy
Setback will employ several programs within their marketing strategy. All of the programs will have the goal of getting the largest bang for the buck as the marketing budget is fairly limited, but a necessary expenditure. Setback will employ advertisements in two local newspapers, the Register-Guard and the Eugene Weekly, as well as provide free community workshops as a method of networking. The last element of the marketing strategy will be the use of a robust website that will catalog all of the different services offered by Creative Concepts.

Mission
Setback 's mission is to provide the client with the finest computer consulting services available. Setback exists to attract and maintain customers. With a strict adherence to this maxim, success will be ensured. Our services will exceed the expectations of our clients.

Marketing Objectives
The marketing objectives are as follows: 1. Increase sales every month for the first two years. 2. Increase repeat customers by 3% per quarter. 3. Develop a brand image that is synonymous with quality within the country.

Financial Objectives
The financial objectives include the following goals:

1. Increase the profit margin by 1% per quarter. 2. Hold spending at a steady level as a percentage of sales. 3. Generate sufficient sales to eventually require the need to hire an additional employee.

Target Markets
Setback will provide computer support in both a consulting and technical capacity to home PC users as well as small business owners. Since Setback is currently a one-man operation it will be limited in growth to the capacity of work able to be completed. Personal market research indicates an available market niche able to be occupied by additional businesses of this nature. The very nature of the computing industry, with its extraordinary rate of technological development, creates a constant need for businesses skilled in updating and advising customers on computer-related issues. The existing computer service market is so extensive that categorizing it is a rather difficult task. For our revenue-oriented purposes we will define the market as home PC users and small business clients. Home PC users will provide the majority of our business revenue. These jobs will typically consist of minor upgrades, services and advising. The small business market will be defined as customers with five or more computers or a network requiring service or repair.

Positioning
Setback will position themselves as the premier computer consulting firm in Comilla Zone. The small business community as well as home users will be serviced with professional and effective computer consulting that will solve users problems as well as empower them with new-found control over their technological environment. Setback will leverage their competitive edge to achieve the desired positioning. Setbacks competitive edge consists of their unusual ability to explain or teach complex technical issues to clients of all computing abilities. The ability to translate complex "computerease" into basic English is an unusual and desired skill. This competitive edge allows Setback to empower clients with new knowledge, making them feel significantly more comfortable in the computing environment where they now interact in so many activities.

Strategy Pyramids
The single objective is to position Setback as the premier computer consultancy, serving both home users as well as small businesses, consistently increasing market penetration. The marketing strategy will seek to generate customer awareness of Setbacks offered services and grow the customer base, building referrals and customer loyalty. The message that Setback will seek to communicate is that they can offer assistance for any type of computer issue that the customer can think of or encounter. Setback will employ several different methods of communication. The first method will be the use of advertisements. Ads will be placed in the Comillas local daily newspaper as well as the several Weeklies, the arts and entertainment weekly.

Setback will also use free, community computer presentations/seminars as a communication method. These presentations will be fairly broad based, general presentations/lectures introducing newbies to computer technology. The goal of the presentations will be to introduce the community to Setback and their unique teaching style. The presentations should develop significant new customer leads. The last method Setback will utilize is a comprehensive website that will display Setbacks technological proficiency, describe their unique competitive edge of an efficient and effective teaching style, as well as catalog all of the different services offered.

Marketing Mix
Setbacks marketing mix is comprised of the following approaches to pricing, distribution, advertising and promotion, and customer service.

Pricing- The pricing schedule is generally based on a per hour rate. However, Setback is flexible in order to meet all of the customer's possible needs including a monthly retainer rate for any problems that arise. Distribution- Generally the services will be offered at the client's home/place of business. Advertising and Promotion- A multi-pronged strategy will be used for the advertising/promotion campaign. Customer Service- Setback is keenly aware of the need to have exemplary customer support in order to increase their market penetration and achieve sustainable profitability.

Marketing Research
Setback used primary marketing research to mine data about the market, customers, and their preferences. An electronic survey was administered to collect the market research. The survey took the form of either an email document or a form that could be completed online at Setbacks website. The survey was issued to people within the target market segment. Setback received a total of 55 returned surveys that provided Setback with significant amounts of valuable market research. To ensure accuracy and validity of the surveys, the survey design was outsourced to a statistics professional. The added expense of the survey creation was more than rewarded by accurate, valid market research.

Sales Forecast
The sales strategy is a prediction of slow, controllable growth. Since there is one employee (initially at least), the focus will be on quality and attention to detail especially in the beginning to avoid some potential pitfalls encountered by many new businesses. This should allow for careful examination of variations in demand with regards to season or holidays and still allow enough flexibility to sufficiently compensate. In the month of April we got from our different

services is 1 lakh 85 thousand taka and the next month it was 1 lakh 97 thousand and in june it was 2 lakh and in july it was 1 lakh 97 thousand. So form the previous studies we can see that we are enjoying the growing earning from the services that we are providing.

Expense Forecast
The expense forecast will be used as a tool to keep the business on target and to provide indicators when a modification or correction must be made to ensure proper implementation of the marketing plan. Expense in different Sectors All expenses for starting as a new business Advertising cost (from April to September) Cost on buying Different Office Equipments Cost for adding updating technology in the firm Cost for Government Tax Cost for Service Instruments In Taka 2500000 550000 250000 700000 75000 150000

Controls Implementation:
The purpose of Setbacks marketing plan is to serve as a guide for the organization. The following areas will be monitored to gauge performance:

Revenue- monthly and annual. Sales- monthly and annual. New customer acquisition costs. Customer satisfaction.

Contingency Planning
Difficulties and risks:

Problems generating visibility. Overly aggressive or debilitating actions from a franchised competitor.

Worst case risks include:

Determining that the business cannot support itself on an ongoing basis. Having to liquidate equipment to cover liabilities.

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Conclusion of the paper: A marketing plan is critical for the development of a

successful business. The above marketing plan analysis gives us an indication of the marketing process one should be going through in order to produce a coherent and achievable marketing plan. The large multi-national companies spend several months on this and hold many, many internal meetings to debate the options. But within a short time we try to show a better way to make a Mrketing plan. Smaller companies should at least consider the process and attempt to answer the same questions - although it should be much quicker/easier.

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