Strategic Marketing Plan 2010

1 Strategic Marketing 2 Plan 2010

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2005-2010

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Conference 2004

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Version 0.5. Copyright ?2004 John McCreesh jpmcc@ for and on behalf of the

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Marketing Project. All rights reserved.

Table of Contents

Executive Summary...............................................................................................1

Community Review................................................................................................2 History.....................................................................................................................................2 Goals ......................................................................................................................................2

Market Review....................................................................................................... 5 Overview.................................................................................................................................5 Market Segmentation..............................................................................................................5 Disruptive Marketing...............................................................................................................7

Product Review.....................................................................................................9 Summary.................................................................................................................................9 Distribution.............................................................................................................................9 Features and Benefits............................................................................................................10

Competitor Review...............................................................................................12 Microsoft Office.....................................................................................................................12 WordPerfect Office.................................................................................................................14 Lotus SmartSuite...................................................................................................................15 Other Office Suites................................................................................................................15 Other Competitors.................................................................................................................15

Market Segmentation........................................................................................... 17 Introduction...........................................................................................................................17 Target Markets.......................................................................................................................17 Non-target Markets................................................................................................................17 Government..........................................................................................................................18 Education..............................................................................................................................19 Public Libraries......................................................................................................................21 Not-for-Profits (NFPs).............................................................................................................23 Small-Medium Enterprises (SMEs).........................................................................................24 OEMs.....................................................................................................................................26 Linux Distributions................................................................................................................27

Review of the External Environment.....................................................................28 Social and Cultural Environment...........................................................................................28 Technological Environment....................................................................................................28 Economic Environment .........................................................................................................29 Political and Legal Environment.............................................................................................29

Strengths, Weaknesses, Opportunities, Threats....................................................30 SWOT Analysis......................................................................................................................30 SWOT Recommendations......................................................................................................32

Goals and Objectives............................................................................................ 34 Usage Goals..........................................................................................................................34 Marketing Objectives.............................................................................................................35 Marketing Project..................................................................................................................35

Strategic Proposals.............................................................................................. 38 Community............................................................................................................................38 Product..................................................................................................................................38 Price......................................................................................................................................39 Distribution (Place)................................................................................................................39 Promotion..............................................................................................................................41

Appendix - Building the Plan................................................................................. 47 Plan for the Plan....................................................................................................................47 Strategy Development..........................................................................................................47 Contributors..........................................................................................................................48 Copyright..............................................................................................................................48 Version History......................................................................................................................48

Alphabetical Index...............................................................................................49

References..........................................................................................................51

1 Executive Summary

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This document marks a major milestone in the development of a

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Strategic Marketing Plan for the office productivity

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suitei. Its publication is timed to coincide with the

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Conference 2004 (OOoCon 2004). Previous versions have had

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restricted circulation within the Marketing Project; this

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version launches the consultation process with the whole

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Community, aiming for a formal submission to the

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Community Council at the end of 2004.

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The Plan looks at the current market for office productivity suites, at

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the major players in the field, and seeks to identify trends which will

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influence the market over the next five years. It looks at

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's place within the market now, and where it should

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aim to be by 2010.

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The analysis looks at the strengths and weaknesses of the

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suite and of the Community, and how these should

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help influence the Community's response to opportunities and threats

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in the marketplace.

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It also looks in detail at the features of and the

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benefits these deliver to customers. From this analysis, the Plan

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identifies a number of target markets whose needs are most closely

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matched by the benefits provided by .

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Finally, the Plan sets targets for penetration by into

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these target markets, and lists the main strategies which the

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Marketing Project will use to achieve these goals. It looks at the

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governance of the Community, and the changes necessary for it to be

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able to deliver the Plan. Subsequent versions will give implementation

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milestones for the five years of the Plan.

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The authors would like to thank all the members of the Marketing

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Project and other Community members who have contributed to this

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Plan to date. We look forward to starting a vigorous debate at OOoCon

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2004 in Berlin. As the Plan evolves, the latest version will be available

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on the Marketing Project web site .

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Comments and contributions are always invited to the Marketing

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Project's strategy discussion forum - see the Project pages for an

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archive and details of how to participate.

i This document is not a Strategic Marketing Plan for the Community, which is an entity which requires marketing in its own right

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