mkt 500 part 1 and 2

Lanyeh Pierce

Strayer University

Marketing 500

February 15, 2015

Company and Products.

Empire Technologies is an upcoming information technology company that holds the solution to all your software and hardware problems. A group of young information technology professionals leads Empire Technologies. The company is located in Manhattan, New York. The company has been around for two years. It has numerous successful projects to show for it. Empire Technologies is determined to make a change in the way information technology is perceived by improving efficiency and effectiveness. The company has developed software to aid data analysis, database management, and automatic calculations. Everyone struggles with those complex calculations that can waste so much time. Well, there is no need to worry about that anymore.

Empire technology also deals with outsourcing. Empire technologies have been able to secure services from two companies that have outsourced their information technology function to Empire Technologies. Empire Technologies ensures all your information is well stored, and communications process managed efficiently. Successful communication networks mean success. Therefore, let Empire Technologies help you achieve those long-term goals.

Product and Service Analysis

Empire Technologies has been named one of the fastest growing companies in the last two years. The company experienced a 20% increase in earnings in the last quarter of 2014. The success of the organization is associated with its innovative software and hardware, which have made work easy for many corporations. Empire Technologies has been able to provide high-quality services at reasonable prices.

Empire Technologies is a very responsible corporate citizen. The company complies with all legal requirements that are stipulated by the law. In addition, the organization believes in giving back to the community by providing training for upcoming IT enthusiasts. Empire Technologies has also sponsored students to pursue IT related courses in different parts of the world.

Mission Statement

Foster innovation and quality services in information technology all over the world.

Brand Development Strategy

Brand development for the company is based on the flow of understanding, create, deploy and monitor. In Empire Technologies, we strive to understand the scope and the nature of the problem that we want to solve. Second, we create a solution that is tested to ensure it meets the highest standards of quality. Third, the product is deployed to the market and monitored for performance evaluation. In brand development, the aim is to ensure all consumers know everything there is to know about Empire Technologies.

The company’s logo has made simple but attractive. It should represent something that would make it easy for clients to remember whenever they have computer problem.

“We translate the dynamic digital world to you using cutting.” (Company slogan)

The logo uses digital photographs of the digital world. It shows the connection between the human race and computers. Empire exists to make it easy for everyone to understand. The captivating digital nature of the logo makes it easy for people to recall Empire Technologies. Over time, consumers will be interested to know more about the company.

Recently, Empire Technologies introduced new software to help in managing home alarm systems and cameras. The company has been doing in the business of providing information technology assistance to corporations. In order to make it easy for the alarm and camera system software to penetrate the market, it has been marketed by the name of the company. It does not have a specific name; it carries the name of the company.

Competitors

The main competitors for Empire Technologies are Dataspecs Communications, Informatics corps, and many others. These two companies present the biggest challenge since they have a big chunk of the market. Dataspecs has 20% share of the market, and Informatics has 21%. Empire Technologies has 30% of the market share.

Empire prides itself on quality, innovation, and speed. We are always on time with delivery of services and products. Hence, the company is the positioning statement, which states, “We are always there, you can depend on us.” The statement is a fact because Empire has a large market due to quality, speed, and innovation. These factors define the company’s success.

A perceptual map of the Empire’s competitors is as shown below.

High Quality

Data specs, Informatics

High Price

Low Price High Price

Gen-x, IT professional

Low Quality

Target Market

Empire targets corporations, individuals and learning institutions. The company offers individual IT services like installation of Wi-Fi and computer repair. The target market is everyone who needs IT services. The company offers IT support to corporations and learning institutions with the view of increasing efficiency. As result, Empire has diversified its products to fit the bill of the target market. The diversified nature of the company makes the company a product with the ability to provide different services. Therefore, the aim is to let everyone know about the company and its mandate. The target market demands quality, innovation, and quality service at all times. Communication and information are essential to organizational success. It also affects the ability of individuals to connect with clients or loved ones.

The position statement is relevant for the target market because these consumers are after quality, innovation and speed. However, it should be noted that speed should not compromise quality. Empire Technologies make use of the positioning statement to its clients that the can trust Empire because Empire will never disappoint. The logo creates a sense of technology and innovation, which are the basics of information technology. In addition, the logo is meant to consumers a sense of the services and products from the company.

Quantitative Market Research

Information technology has become part of all corporations. The move to embrace computers in several industries has provided and led to the birth of information technology service companies (Tollen, 2010). The industry is huge. It has some of the largest corporation in the world. Google, Apple, Microsoft, and Samsung are all part of the information technology industry.

A high number of corporations have started outsourcing their IT functions, which makes the idea of Empire Technologies feasible. The company deals with software development, which is needed by learning institutions, government, and businesses. In the US, the Software and IT services industry-increased revenue by 6% between 2010 and 2011 (SelectUSA, n.d. Research in information technology services increased by 6.3%. The United States has many information technology companies. They are more 100, 000 (SelectUSA, n.d.). The International Data Corporation (DIC) has estimated a continued rise in demand for information technology services in the United States.

References

(2014, February 5). Global Mobile Commerce 2014 - Market Trends, Statistics and Forecasts, Worldwide, 2014 Report Available Online By ResearchMoz.us. PR Newswire US.

SelectUSA. (n.d.). The Software and Information Technology Services Industry in the United States. Retrieved from SelectUSA: http://selectusa.commerce.gov/industry-snapshots/software-and-information-technology-services-industry-united-states

Tollen, D. W. (2010). The tech contracts handbook: software licenses and technology services agreements for lawyers and businesspeople. Chicago: American Bar Association, Section of Intellectual Property Law.

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EMPIRE

TECHNOLOGY