Strategic Marketing Plan 2010
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Strategic Marketing
Plan 2010
2005-2010
Conference 2004
Version 0.5. Copyright ?2004 John McCreesh jpmcc@ for and on behalf of the
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
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Executive Summary
This document marks a major milestone in the development of a
Strategic Marketing Plan for the office productivity
suitei. Its publication is timed to coincide with the
Conference 2004 (OOoCon 2004). Previous versions have had
restricted circulation within the Marketing Project; this
version launches the consultation process with the whole
Community, aiming for a formal submission to the
Community Council at the end of 2004.
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The Plan looks at the current market for office productivity suites, at
the major players in the field, and seeks to identify trends which will
influence the market over the next five years. It looks at
's place within the market now, and where it should
aim to be by 2010.
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The analysis looks at the strengths and weaknesses of the
suite and of the Community, and how these should
help influence the Community's response to opportunities and threats
in the marketplace.
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It also looks in detail at the features of and the
benefits these deliver to customers. From this analysis, the Plan
identifies a number of target markets whose needs are most closely
matched by the benefits provided by .
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Finally, the Plan sets targets for penetration by into
these target markets, and lists the main strategies which the
Marketing Project will use to achieve these goals. It looks at the
governance of the Community, and the changes necessary for it to be
able to deliver the Plan. Subsequent versions will give implementation
milestones for the five years of the Plan.
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The authors would like to thank all the members of the Marketing
Project and other Community members who have contributed to this
Plan to date. We look forward to starting a vigorous debate at OOoCon
2004 in Berlin. As the Plan evolves, the latest version will be available
on the Marketing Project web site .
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Comments and contributions are always invited to the Marketing
Project's strategy discussion forum - see the Project pages for an
archive and details of how to participate.
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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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