providing a comprehensive look at the products, product lines, and services that are offered by the

providing a comprehensive look at the products, product lines, and services that are offered by the company I chose. This will include discussions about the quality of the product/service and other additions such as warranties, installation, service plans, or any unique features. Also include a discussion of whether the company product/services would be considered business to consumer (B2C) or business to business (B2B). Discuss branding offers as well.Competitive Advantage address whether the company has a competitive advantage with respect to product. Please discuss your rationale behind you position.This write up will be two pages in length double spaced and please ensure to add reference to reference page already added. Please do not copy from the internet.MARKETING
PLAN
Avaya
Shola
H. Harris
Principles
of Marketing

Company
Overview
Avaya is one of the leading technology
company in USA. Itis recognized as a leading global supplier and innovatorof solutions forclientand team engagement.The corporateprovides
technologies for unified communications and collaboration, contact center andclientexpertisemanagement, and networking,along withconnectedservices to massiveenterprises,
midmarketcorporations,government
organizations and small businessesround theworld. Avaya Engagement Solutions
bringpeoplein conjunction withthe correctdataatthe correcttimewithin theright
context,serving tochangethe nextlevel of
engagement between customers, teams,workersand partnersto boostpotencyand quickly addresscrucialbusiness
challenges. Designed to beextremelyscalable, reliable,
secureand versatile, these solutions facilitatescale backpricesandmodifymanagementwhereasproviding a
platform for next-generation engagement and collaboration.Additionally,
they are accessible in the variety of deployment models together with, hybrid,
private and public cloud as well as on the customer’s premises. Avaya propose
solutions in three main categories of solutions for well engagement: Customer
Engagement Solutions; Fabric Networking and Team Engagement Solutions. All
three are supported through Avaya’s portfolio of support and professional
services.(Company Overview, n.d.)
APEST
analysis is themost
commonly measures themarket where aSWOT analysismeasures
business unit, idea or proposition. While drafting a market plan for Avaya I will
examine the various economic, political, technological and social factors that
a potential company needs to consider while entering the market.
PEST Analysis: PEST analysis means the analysis of political,
economical, social, and technological factors those associated to the business
of the company. These are the external factors of the business (Applegate &
Johnsen, 2007). Moreover, changes in these factors have an impact on the
performance as well as success of the company.
Political: Avaya will operate its business in
many countries that can create political risks for the company. For case, different
taxation policies of countries, employment laws and business regulations can create
risk to Avaya. Moreover, government instability may also create political risk to
the firm.
Economic: After global financial crisis 2007-08,
the growth rate of the nation has been declined. The law growth rate may
influence the company in a wide manner. In addition to this, changes in
exchange rates may also create economic risks to the firm (Henry, 2011).
Social: Social factors will also influence the
company. For case, lifestyle trends, customer preferences, purchasing trends,
education, religious factors, etc. are the major social factors that may
influence the firm.
Technology: Changes in technology and innovation
of new technologies also can create challenges to Avaya (Applegate &
Johnsen, 2007).
SWOT Analysis: SWOT analysis is helpful to identify the
strengths, weaknesses, opportunities, and threats of a firm.

Strengths

Weaknesses

·
Effective
Marketing Strategy
·
Strong
Brand (Henry, 2011).
·
Competitive
Pricing
·
Strong
Distribution Chain

·
Low
Quality Products/Services
·
High
Cost Structure
·
Limited
Product Line (Applegate & Johnsen, 2007).

Opportunities

Threats

·
Entering
New Markets
·
Market
Diversification
·
Change
in Lifestyles Of Consumer
·
Available
Technological Innovations

·
Changing
Consumer Patterns
·
Competitors
·
Price
War (Henry, 2011).
·
Financial
Slowdown

Target Market:Target market refers as a specific group
of consumers that an organization intends its products as well as services.
Avaya is a technology company and it should target all the companies related to
information technologies, cell phone industries, and automobile industries
(Applegate & Johnsen, 2007). In addition to this, it should also target
potential customers and youth to expand its business in this more complex and
competitive era.
Industry Analysis:For an organization to succeed in the
current scenario, it is very crucial for the business to have the most advanced
technology. The technology related to the value chain in the enterprise is
directly proportional to the business profitability and the successful
expansion. But there are many organizations that have a natural tendency to
resist the change inside the organization, but it is very important for them to
adopt enterprise technology as a change and implement the same. Implementing
the technology at the enterprise level means to adopt the competitive advantage
in the field of supply chain management. There are many types of technologies
that can be adopted by the businesses for the successful operation. Some of
them are: (Rafter, 2008)
• Enterprise Resource Planning (ERP)
• Customer Relationship Management (CRM)
• Supply Chain Management (SCM)
with the use of enterprise technologies, all the processes in the business can
easily be coordinated. This includes procuring the raw materials, warehousing,
production of the finished goods, quality control, customer delivery, sales and
marketing and many more.

Enterprise technology has
changed everything, redefining the way in which an organization operates their
business. It is not that all the technology is essential for the organization.
Each technology has its own advantages and disadvantages. Some of the times the
cost can be high; but the unique features that each technology provides need to
be understood carefully before opting for any particular or a group of
technologies. It is up to the organization to understand the advantages that a
particular technology will provide to the business and take the full advantage
of the technology as required. For example most of the big businesses are using
ERP, Radio frequency identification (RFID) but many small businesses are still
using the ancient method of pen and paper. This can be time consuming for the
small business and the chances of errors increases exponentially.
According to Walter &
Rainbird (2007), the biggest priority for any business is to work effectively
and efficiently so that they can maximize profit. This gives them a reason to
implement enterprise technology at the earliest.
Competitor Analysis 
In order to effectively
reduce threats to the company, retaliation by present firms in software
services is necessary. Margins of profits are high in enterprise software
solutions market and they will have to face stronger than expected competition
from present firms. The company should keep on acquiring as many firms to
suppress the competition just like the competitors. Growth in computer market
is slowing down and will become saturated in near future.
They faces tough competition from rivals in
terms of, brand, technology, price, quality, distribution channels and range of
products. In addition to this, customer requirements are altering and customers
are keener to buy different products and services. One key threat all tech
companies including them are facing is a constant and rapid technological
change. Companies are under great pressure to launch the new products
continuously. This is particularly frightening for them as the company is
already at the back of its rivals in terms of quality, price and technological
improvement of some of the products.

References

Company Overview. (n.d.).
Retrieved from http://www.avaya.com/usa/about-avaya/our-company/company_overview/company-overview/
PEST Analysis:
Definition, Examples & Templates. (n.d.). Retrieved
from
http://www.businessnewsdaily.com/5512-pest-analysis-definition-examples-templates.html
Henry, A. (2011).
Understanding Strategic Management. USA: OUP Oxford.
Applegate, E., & Johnsen, A. (2007). Cases in Advertising and Marketing
Management: Real Situations for Tomorrow’s Managers. USA: Rowman &
Littlefield.
Rafter,
M.V. (2008). Let’s Get Visible: Supply Chain Technology. Retrieved from
http://technology.inc.com/2008/05/01/lets-get-visible-supply-chain-technology/
Walters,
D., & Rainbird, M. (2007). Strategic operations management: A value chain
approach. New York: Palgrave Macmillan.