Table of Contents

 Introduction
 Product Information
 Introduction of product
 Growth strategy
 Product image
 Mission Statement and Marketing Objectives
 SWOT Analysis
 PEST Analysis
 Competitor Analysis
 Our competitors target market.
 Our competitor’s current marketing strategy.
 Target Market
 Detailed Target Market analysis based on culture, social, personal
factors.
 Positioning ( Value Proposition )
 Positioning statement.
 Positioning Map.
 Marketing Mix Analysis (Product, Price, Place, Promotion)
 Product
 Price
 Place
 Promotion
 Conclusion
 References
 INDEX
 Introduction

It's an automated Software House, which includes Software

Development, Web-Development, Accounting Services and Android
Application Development that will help customers to maintain their
records and confidential data. It strives to provide high quality products
and services to the asset finance and leasing industry. It guarantees to
exceed the expectations of its customers with the help of its dedicated
and forward thinking workforce. We provide the highest quality
software products that meet the needs of customers by maintaining
our staff as our principle asset and being responsive to market
expectations. Innovation is a primary focus along with adherence to the
highest quality assurance and control standards in software
development. Driven by innovation we turn ideas into implementations
which are suited to your operational needs.

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 Product information
(a)
Introduction of Product:
Title:
RAXSOL
We are developing software house which provide customers such websites which
makes them enable to maintain their system online in a convenient way. Consumer
will find a product of his interest and as per demand of firm.

Interface of our Website:

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 (B)
Why do we wish to launch it?
Our main motive is to secure precious time of consumer. Firstly question rises,
how? We will secure their time by providing them different software facilities due
to which they will easily establish their system and records. There is no need to
spend 2 to 3 days to record data manually or compile it in a week or more. Now by
using our developed softwares they can upgrade the level of conduct of different
task.

Now a days everyone is struggling to live in the race of success or achieving goals
and have no time to waste. Secondly we give preference to quality in our project
quality denotes the time consumption of development and we will try our best to
serve in better and Unique style.
So due to target saving of time and enhancing the quality of system we thought
that launching a software house that leads to meet the demand of new era of
technology is a great idea.

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 (c)
Why do we think it will be a success?
We think that it will be a huge success due to massive increase
in technology in last five years. Online system is being demanded
more to work in an appropriate manner in restaurants,
educational institutes and industries.

(e)
Growth strategy
We will use Market Development growth strategy because we
want to grow and expand our developed software. We will use
different Market Penetration strategies to bring a solid growth
potential and an increase in revenue generation. We will be
reducing the selling prices of the products or services and
providing best manageable software to firms. This will help us
getting new customers and grow our business.

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 Mission Statement
“ We make technology an asset for your business not a
problem”

Market-oriented mission statement

“We make your system easy and manageable by our software,
we’re the place where you can get all types of softwares or
website according to your demand.”

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 SWOT Analysis

Basic Information:
SWOT stands for Strengths, Weaknesses, Opportunities and Threats of any
company.

Strengths:
 It covers maximum types of system softwares needed.
 It provides financial schemes to those who participates in its success
because of these schemes more partners are attracted to work with in
a friendly way.
 It will provide special enhancement in softwares on the same
economical rate for regular customers.
 It has good positioning in development because of its major which is
more than expectation

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  Strong advertisement through social media (For example Facebook,
Instagram etc.).

Weaknesses:
 Lack of communication with non-internet users who are not able to
contact us or we are not able to contact them.

Opportunities:
 It is also trying to develop an offline system in order to fulfill the lack
of communication with non-internet users.

Threats:
 Increasing Growth of other online websites is the main threat.
 Discount offers given by competitors on old products.

PEST Analysis

Basic Information:
PEST stands for Political, Economic, Social and Technological factors.

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Political Factors:
Recent change in government regulations and their legal issues affected our
company’s ability to be profitable and successful. One of the main issue was that
government increased tax on technical devices.

Economic Factors:
As the recent economic downturn has changed the economy drastically in Pakistan
hence most of the companies had to restructure their cost on development and
payments to the hiring staff. Though it did not had any major effect on our
development.

Social Factors:
There is no social factor that can affect our work because our whole work is based
on technology, coding and internet.

Technological Factors:
Companies are increasingly turning to the software-as-a-service (SaaS) model
where customers never possess or install the software. Instead, customers pay a
subscription fee to access the software through the Internet on the provider’s
server. If we notice it technically we have to see that we can also get forward step
by marketing advertisement where our advertisment balance sheet is following:
Sr.no Addvertise Of Budget %

1 POS at schools and shops 5%

2 T.V channels 8%

3 Social Media 7%

Total ---------------------------- 20%

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Competitor analysis
Theta solutions:
 Target Market:
Theta solutions has influence on developing the softwares at
international level or firms that need a more complex mechanism.
They started their work by training the fresh software developing
engineers. As per theta solutions is working in a small city Sialkot, but
not offering any compatible facility to basic level market.

 Market Strategy:
 Theta solutions is working to their best in Sialkot, at international level
they have created link over the countries to enhance the development. This
helps the company to spread in new markets.

Target Market
Analysis

 Social:
We offer specified softwares for all types of systems in accordance with
institutes and restaurants. Main focus of our market is schools first. There is a
lot of data to manage regarding admissions, sessions, attendances, accounts
and courses etc.

 Market Segmentation:
We are using systematic Segmentation as our house is based on developing such
software which makes systems of any institute easy and manageable. System
may be about any department regarding accounts or courses syllabus.
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 Strategy:
We are approaching such schools that have greater intake of admissions on
yearly bases so that they could need it at prior bases to enhance the efficiency
of system. Moreover by creating some sample websites or software we are able
to depict our point of approach regarding need of schools management.

Positioning (Value Proposition)

(a)
Positioning statement
“Innovate your life”

(b)
Positioning Map
High Price

Low Quality High Quality

Low Price

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 Marketing mix (4Ps)Analysis

 Product:
 Type of product:
Product which we are going to launch is a software house that would
deal with the demand of systems and develop such required website
or program.
 Features:
Our product will provide all types of software and websites that could
meet your demand.

 Logo:

Price
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  Pricing Strategy:
We are using Good Value Pricing Strategy.
Good Value Pricing:
“It offers the quality and good service on development cost”.
As our product is software so it must provide all types of websites
or software product according to customers demand.
 Target Costing:
As we are providing the softwares of different mechanism
and systems so target cost depends on the working of
engineers experts and online registry.

Place
 Marketing Channels:
The purpose of any channel is to decrease the gap between
the producer of a product and its user.

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Promotion
 Promotion Mix:
We are using point of sale.
Sale Promotion Mix:
“Uses Media communication to increase the product
demand and increase product availability”.

Conclusion
Our project is completely done with marketing efforts and satisfy
all the needs of an online shopping website. As our website
passed SWOT and PEST analysis we contracted many websites
and we worked with them to sell our web site and get more
filtered to achieve our goal. We made the range as including the
more software products.

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References

 https://www.slideshare.net/sowj8o8/jeans-marketing-
management
 https://www.slideshare.net/MohammadAzam2/acknowledgemen
ts-11948776
 https://www.statista.com/statistics/379046/worldwide-retail-e-
commerce-sales/
 https://www.coursehero.com/file/p6fb1vu/4-The-target-market-
that-Amazon-is-trying-to-reach-Amazons-target-customers-are/
 https://www.marketing91.com/marketing-strategy-of-amazon/
 http://essayturf.com/blog/market-segmentation-target-market-
for-wal-mart/
 https://www.marketing91.com/marketing-strategy-walmart/

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