422 market trends the most obvious and important

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Unformatted text preview: es on local markets, small business and home office, with special focus on the high-end home office and the 5-20 unit small business office. Page 6 SAMPLE PLAN: AMT, INC. SP2.9 4.1 Market Segmentation The segmentation allows some room for estimates and nonspecific definitions. We focus on a smallmedium level of small business, and it is hard to find information to make an exact classification. Our target companies are large enough to need the high-quality information technology management we offer, but too small to have a separate computer management staff such as an IT department. We say that our target market has 10-50 employees, and needs 5-20 workstations tied together in a local area network; the definition is flexible. Defining the high-end home office is even more difficult. We generally know the characteristics of our target market, but we can’t find easy classifications that fit into available demographics. The highend home office business is a business, not a hobby. It generates enough money to merit the owner’s paying real attention to the quality of information technology management, meaning that there is both budget and concerns that warrant working with our level of quality service and support. We can assume that we aren’t talking about home offices used only part-time by people who work elsewhere during the day, and that our target market home office wants to have powerful technology and a lot of links between computing, telecommunications, and video. Market Analysis Potential Customers Consumer Small Business Large Business Government Other Total Growth 2% 5% 8% -2% 0% 2.78% Year 1 Year 2 Year 3 Year 4 Year 5 12,000 12,240 12,485 12,735 12,990 15,000 15,750 16,538 17,365 18,233 33,000 35,640 38,491 41,570 44,896 36,000 35,280 34,574 33,883 33,205 19,000 19,000 19,000 19,000 19,000 115,000 117,910 121,088 124,553 128,324 POTENTIAL MARKET Page 7 BY SEGMENT CAGR 2.00% 5.00% 8.00% -2.00% 0.00% 2.78% HURDLE: THE BOOK SP2.10 ON BUSINESS PLANNING 4.2 Target Market Segment Strategy W...
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