Introducing Xo Computers to Colombia

In: Business and Management

Submitted By rsquared
Words 3864
Pages 16
Executive Summary
This report provides an analysis and evaluation of the situation concerning XO Computers. Included in this analysis are marketing objectives, product adaptation, promotion mix, channels of distribution, and price determination. Although the main use of these computers was meant to be sold to schools for a low price, our company has found that these computers can be successfully sold in other markets as well. In Colombia, we can market our XO computers to both the rich and the poor. We will aim to target children of Colombian coffee farmers who strive to learn but cannot afford expensive technology. In fact, there are 618,199 households in the coffee-growing region of Colombia. In addition, there are 653,471 children aged between 5-19 years old (average of one school-aged child per household) in these areas. About 39% of the population in the coffee-growing region (made up of Caldas, Risaralda, and Quindío regions) did not finish primary school and/or secondary school. So, we believe that there is a large market that would be interested in our product. The price will be set at $250, which we believe is a reasonable price. Based on the average income of a Colombian worker, we believe that our product will be well received in the Colombian coffee regions. We believe that the adults will want to invest in their child’s future, as well as buying a well-made piece of technology for an inexpensive price. Table of Contents
Introduction 4
Part 1: Market Audit and Competitive Market Analysis
The Product 5
The Market 7
Part 2: Preliminary Marketing Plan
Marketing Objectives 9
Product Adaptation or Modification 11
Promotion Mix 13
Channels of Distribution 16
Price Determination 18
Appendix 20
References 21
The purpose of this marketing plan is to reach out to children who work on the coffee farms. These children are…...

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