Marketing & Sales
Market and Competition
The customer segment we aim with PDM is primarily upper-middle and luxury class establishments. The geographical market we aim for the first year is entire Turkey, with Istanbul and south coast being in the first place. Our aim is to expand our target market at the end a period of three years to the big cities in Europe and to other global markets. While PDM had no competitors during the design phase, during the development process 4 different companies active in USA, Australia and France have started developing tablet menu applications running on IPad only.
However, compared to the products of our competitors, PDM has many competitive advantages. Since PDM supports Android based tablets which are more cost-efficient in comparison to IPad tablets, it provides a price advantage. PDM provides additional income for the establishments by enabling to take ads on tablet menus and the companies that would like to give ads are offered an extra-ordinary advertisement and promotion opportunity.
Marketing Plan
In the marketing plan, we firstly have questioned where we are, where we want to head and how we can do that. As of May 2011, the prototype our PDM product is ready for use at the establishments. As of June, we shall start our marketing activities in the Turkish Market, the target market for the first year is Istanbul, Ankara and Izmir and we are aiming to be active throughout Turkey at the end of the period of three years.
In order to achieve our targets we shall apply the following strategies;
- Direct sales to the upper-middle and luxury class establishments.
- Direct sales to the trendsetter establishments and to appear in the visual and printed media.
- To use mediators, partnerships and distribution channels such as internet through which we can distribute PDM in a quick way.
- By making the product cheaper through advertising agreements (e.g. airlines, land transport companies, telecommunication companies, food & beverage companies) to reach more accommodation companies.
- To continuously improve PDM in line with the suggestions and needs of our customers.
Sales Plan
Our objective is to improve the quality of PDM in line with the emerging requests and ideas. Since our product can run on cost-effective tablets as well, it shall provide a price advantage compared to the products of our competitors, and by making advertising agreements, the ads of 3rd party companies shall be placed on the tablet menus. Through these advertising agreements and the increase in the operating income, our customers shall be able to recover their investments in a short period of time.
NOTE: PDM is made ready for use by taking the ideas and suggestions of our potential customers in consideration during each stage of its design and development. In consequence of the carried out negotiations, an agreement for a test setup at Marmaris Petek Hotel is reached. Our company is aiming to obtain revenues from the sales of PDM product, from the annual subscription fees, product customization, from the ads to be taken on the product and finally from the maintenance and support fees.
Swot Analysis
Strengths
- Talented team with experience in accommodation sector and design.
- The fact that PDM is a creative technological product.
- The fact that PDM provides a new business model in the mobile advertisement sector.
- The fact that the introduction of the technological innovation into the accommodation sector in the coming years is projected as ultimate.
Points to be Improved
- The fact that the accommodation establishments are not able to anticipate the development ability of the innovation in terms of technology.
Opportunities
- Innovative products
- Tendency towards the technological products
- Market size
- tablet computers becoming cheaper and widespread
- The growth in the mobile advertisement sector
Threats
- Economic crisis
- Cash flow
- Competitors
Market and Competition
The customer segment we aim with PDM is primarily upper-middle and luxury class establishments. The geographical market we aim for the first year is entire Turkey, with Istanbul and south coast being in the first place. Our aim is to expand our target market at the end a period of three years to the big cities in Europe and to other global markets. While PDM had no competitors during the design phase, during the development process 4 different companies active in USA, Australia and France have started developing tablet menu applications running on IPad only.
However, compared to the products of our competitors, PDM has many competitive advantages. Since PDM supports Android based tablets which are more cost-efficient in comparison to IPad tablets, it provides a price advantage. PDM provides additional income for the establishments by enabling to take ads on tablet menus and the companies that would like to give ads are offered an extra-ordinary advertisement and promotion opportunity.
Marketing Plan
In the marketing plan, we firstly have questioned where we are, where we want to head and how we can do that. As of May 2011, the prototype our PDM product is ready for use at the establishments. As of June, we shall start our marketing activities in the Turkish Market, the target market for the first year is Istanbul, Ankara and Izmir and we are aiming to be active throughout Turkey at the end of the period of three years.
In order to achieve our targets we shall apply the following strategies;
- Direct sales to the upper-middle and luxury class establishments.
- Direct sales to the trendsetter establishments and to appear in the visual and printed media.
- To use mediators, partnerships and distribution channels such as internet through which we can distribute PDM in a quick way.
- By making the product cheaper through advertising agreements (e.g. airlines, land transport companies, telecommunication companies, food & beverage companies) to reach more accommodation companies.
- To continuously improve PDM in line with the suggestions and needs of our customers.
Sales Plan
Our objective is to improve the quality of PDM in line with the emerging requests and ideas. Since our product can run on cost-effective tablets as well, it shall provide a price advantage compared to the products of our competitors, and by making advertising agreements, the ads of 3rd party companies shall be placed on the tablet menus. Through these advertising agreements and the increase in the operating income, our customers shall be able to recover their investments in a short period of time.
NOTE: PDM is made ready for use by taking the ideas and suggestions of our potential customers in consideration during each stage of its design and development. In consequence of the carried out negotiations, an agreement for a test setup at Marmaris Petek Hotel is reached. Our company is aiming to obtain revenues from the sales of PDM product, from the annual subscription fees, product customization, from the ads to be taken on the product and finally from the maintenance and support fees.
Swot Analysis
Strengths
- Talented team with experience in accommodation sector and design.
- The fact that PDM is a creative technological product.
- The fact that PDM provides a new business model in the mobile advertisement sector.
- The fact that the introduction of the technological innovation into the accommodation sector in the coming years is projected as ultimate.
Points to be Improved
- The fact that the accommodation establishments are not able to anticipate the development ability of the innovation in terms of technology.
Opportunities
- Innovative products
- Tendency towards the technological products
- Market size
- tablet computers becoming cheaper and widespread
- The growth in the mobile advertisement sector
Threats
- Economic crisis
- Cash flow
- Competitors
