marketing plan symantec

Marketing Plan

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Executive Summary

This marketing plan of Symantec is aimed at realigning its strategies with its objectives. this plan

further proposes new products that the company can introduce to the market. The basic

introduction and present situation of the company is analyzed in the beginning. The company’s

environment is analyzed using SWOT analysis and porter’s five forces. The competition for the

product and various distribution channels also discussed in the plan. Thereafter marketing and

financial objectives were proposed. Finally marketing research methods were proposed to

obtain the feedback and improve the products.

Marketing Plan -Symantec

Contents1. Situation Analysis..............................................................................................................................4

1.2 Market Summary............................................................................................................................4

1.3 SWOT Analysis..............................................................................................................................5

Strengths............................................................................................................................................5

Weaknesses......................................................................................................................................5

Opportunities.....................................................................................................................................5

Threats...............................................................................................................................................6

1.4 Competition.....................................................................................................................................6

1.4 Products offering............................................................................................................................7

1.5 Distribution.................................................................................................................................8

1.6 Service offering...............................................................................................................................8

1. Marketing Strategy............................................................................................................................9

1.1 Objectives..................................................................................................................................9

1.2 Target Market............................................................................................................................9

2,3 Positioning......................................................................................................................................9

2.4 Strategies......................................................................................................................................10

1.6 Marketing communication......................................................................................................11

2.6 Marketing mix................................................................................................................................11

Product.....................................................................................................................................11

Pricing.......................................................................................................................................12

Promotion.................................................................................................................................12

Place..........................................................................................................................................12

1.7 Marketing research....................................................................................................................12

2. Controls.............................................................................................................................................12

2.1 Implementation.........................................................................................................................13

2.2 Marketing Organisation...................................................................................................................13

3. Balance score card.............................................................................................................................14

4. References.........................................................................................................................................15


1. Situation Analysis

Symantec is one of the leading company who provides security, storage and systems

management solutions and cloud solutions for individual customers as well as corporate

customers. Founded in 1982 in USA company currently operates in more than 50 countries

across the globe. In financial year 2011 it recorded revenue of $ 6.2 billion. More than 50% of

revenue is generated from Americas region. Moreover the company is listed in NASDAQ and

holds 382nd place in fortune 500 list. Moreover It has employed more than 20,000 employees

around the world and holds more that 1200 global patent rights. (www.symantec.com)

1.2 Market Summary

This part discusses the needs, trends and growth of the security software market.

It is learnt that at least 40% of companies in US are operated using local date networks and

mobile computing tools. However it is further learnt that most of those organizations does not

apply simple date protection measures in their business. Accordingly more than 20% of

companies do not use virus scanning for email which is a basic information security measure.

Further more than 60% of users do not control access to their wireless network by an

encryption.

This signs that, there is a high potential for Symantec to promote its products in those

businesses. Further more than 70% of businesses consider that information security has a high

priority. Apart from security services the emerging trend is cloud solutions. Currently cloud

solutions have a high growth potential since it has a high demand from market.

With the increasing security threats to the information the demand for the information security

may also increased where Symantec can promote its products to the both individual and

enterprise customers.

Being a well recognized a award winning company Symantec has the potential do identify those

customer needs and satisfy them effectively and efficiently.


1.3 SWOT Analysis

SWOT analysis identifies the strengths and weaknesses exist in internal environment of the

company and opportunities and threats prevail in external environment.

Strengths

1. Market leader in providing security, Storage and system management solutions-

Currently Symantec is the market leader for providing security solutions both in US and

in the rest of the world.

2. Strong brand portfolio- Currently Symantec is having strong brand such as Norton,

Symantec and VERITAS which give competitive advantage over rivals.

3. Strong Financial position of the company

4. Good revenue mix in terms of geographic locations.

5. Availability of more than 1200 global patent rights

Weaknesses

1. Non integrated products due to mergers and acquisitions- Due to more than 20

acquisitions during last few years Symantec is offering non integrated products to end

customers.

2. Delay in response to virus outbreaks- Symantec response time taken to virus outbreaks

is higher than the competitors. Accordingly the delay is 8 hours in average.

3. Inflexibility- since the company’s customer base is large the operation of the company is

inflexible.

4. Dependency – The company depends on few large channel partners

5. Broad focus on products- Currently the company is serving to corporate customers as

well as individual customers with same wide range of products.

Opportunities

1. The merger with VERITAS has opened new opportunities to Symantec. Accordingly it

can increase its enterprise portfolio by the merger.

2. Various acquisitions of technology may create new business opportunities in

complementary products and services.


Threats

1. The computer giant Microsoft is entering in to antivirus market and targeting the

customer segment where Symantec dominates.

2. After the merger of VERITAS Company faces lost of challenges due to the different

corporate culture and size.

3. Company faces severe competition from IBM,HP and BMC software after the merger

with VERITAS.

1.4 Competition

The competition can be analyzed using porter’s five forces framework (Porter, ME, 1970)

(www.hbr.org,2008)

1. Threat of new entrants


With the increasing demand to the antivirus and other services provided by Symantec

there is a high probability of having new players entering in to the market. Even

currently, Companies such as Microsoft planning to enter in to antivirus market.

2. Bargaining powers of customers

Since there is lots of service providers the customer has better choices in competitive

products. Therefore bargaining powers of the customers is high. Specially larger

corporate customers have a significant bargaining power.

3. Threat of substitutes

With the dynamic change in the technology antivirus software’s might have substitutes

products which gives same or improved performance.

4. Bargaining power of suppliers

Though Symantec does not have major suppliers company may faces to bargaining

power exert by vendors who provide competitors and other directly related services.

5. Competition from rivals

Since there are lots of market player such as Microsoft, McAfee, HP, Cisco, etc. the

company may face to tough competition from competitors.

1.4 Products offering

Following is a list of products offered by Symantec,

Norton AntiVirus

Veritas Storage foundation

Norton Internet security

Enterprice vault

Veritas cluster service

Symantec endpoint protection

Symantec data loss prevention

Symantec Ghost

Norton 360

Net Backup


Symantec Control compliance suite

Symantec Critical System protection

Brightmail Gateway

Altiris Client management suite

(Source ,www.symantec.com, 2012)

1.5 Distribution

Antivirus products offered by Symantec can be purchased from any IT shop situated in all over

the world.

Further is offers antivirus software online where customer can pay through credits cards and

download the latest antivirus version from Symantec web site.

Further, for large corporations Symantec provide service to the doorstop by delivering goods to

doorstep.

1.6 Service offering

Currently the major product of the Symantec is antivirus software. This counts more than 50% of

revenue of the company. Further the demand in new products such as cloud solutions may

create new opportunities in the future.


1. Marketing Strategy

Under this marketing plan Symantec will offer Norton 360 antivirus software for Apple iphones

and ipads. As per the Ansoff matrix this will be a new product to a new market.

1.1 Objectives

The objectives of this marketing plan is as follows,

Marketing objectives

Sell Norton 360 Antivirus software for iphones and ipads for one million customers within

next 12 months starting from April 2012.

Increase the total sales growth by 4% within next 12 months starting from April 2012.

Increase the market share by 10% within next 2 years time.

1.2 Target Market

The target market of this product will be individuals those who use Apple iphones and ipads

around the world. It is evitable that the potential market for this product around the world is

significant as there are millions of individuals who use iphone and ipad. Further there is no any

antivirus software provider who offers their products to iphone and ipads and thus this will give

the company the early mover benefit.

Currently Symantec carries out its operations only in 50 countries and these shows that there is

a high potential for the company to go beyond the boundaries of UK as there is a huge potential

market in countries like India, china and other Europe countries etc.

2,3 Positioning

Positioning means strategic decision executed when introducing the product while maintaining

the competitive advantages have with the company. Further it means the ways in which

measures to be taken to face to the challenges during the initial period of launching the product.


In order to achieve the marketing and other objective Symantec needs to adopt differentiation

strategy. This is mainly due to the fact that there are lots of companies who offer conventional

antivirus software to individuals and corporate customers. Thus to compete with them Symantec

needs to have new ideas and products which helps to attract customers from competitors.

Further company can promote new technologies which has increasing demand such as cloud

solutions by using its expertise and technical knowledge in security and information

management.

2.4 Strategies

In this marketing plan distribution refers to redesign of distribution channel. The distribution

channel can be redesign as shown in the figure.

(Linda, 2004)

Accordingly,

Due to the change in the corporate direction Symantec should clarify the corporate

direction.


Symantec should define its respective channel including coverage requirements such as

the markets where the company introduces the products initially and plans to go in to

other new markets.

Using the previous experience defined channel needs to be developed by Symantec

Symantec should select appropriate channel partners and other delivering arrangements

to deliver the product to end customers.

The channel development must be a continuous exercise to improve the effectiveness

and efficiency

Symantec senior management needs to take necessary actions to monitor and manage

performance and the plan regularly.

1.6 Marketing communication

The company needs to communicate effectively both with customers as well distribution

channels. Thus Symantec needs to obtain the service of advertising agency as it is

introducing new products to the market and those advertising agencies have lots of

expertise with regard to those activities. Further internet can be use as the medial for

communication as it may be more effective for products that Symantec offers. Since the

product is specifically designed for iphones and ipads Symantec can promote the

products in Apple stores with the collaboration of Apple Inc.

2.6 Marketing mix

The new products of Symantec will be introduced in April 2012. The marketing mix of the

products is as follows,

Product

This covers the product designing aspect. The product design is performed based on the results

obtained from a market research. Further objective of the company also considered in product

designing.

It is recommended to introduce Norton 360 antivirus software for Apple Iphones and ipads.


Pricing

Since there are lots of competitors in the market product needs to be priced in a due care.

Accordingly a competitive price should offer while make sure that the expected revenue and

profit targets are achieved. Further it should be noted that the product offering is a differentiated

product.

Promotion

The promotion campaign mainly should carry out through internet. Accordingly internet

advertisements need to be displayed in web sites where customers can identify the new

products easily. Further company can promote product directly to customers at Apple store by

the collaboration with Apple Inc. More over social networks such as face book and twitter can

be used to promote the product by opening pages and adding customers. Further other media

such as papers, television also used to make the awareness of the products.

In order to introduce the new product to the market it is recommended to organise a

international conference where Symantec can introduce new products to the market.

Place

Initially the product is introduced to UK market where it is very attractive market to both

Symantec and Apple. Subsequently product can be introduced to other markets such as US and

other European countries.

1.7 Marketing research

Symantec will be carried out a marketing research by using appropriate method and technique.

Such obtained data should be analysed and customer feed backs needs to be consider for

further developments of the product. Further to ensure that accuracy of the information such

research needs to be out sourced to a professional research firm. Apart from this research

Symantec can carry outs its own research through its web site using electronic form.

2. Controls

Controls play a role of assessing the results and plan for the appropriate solution. They are established for the following: [Source: Kotler 2009]


2.1 ImplementationImplementation of the marketing plan will be performed in accordance with the structure

of the plan as explained earlier in this report. The close monitoring of the work with the

help of dashboards and feedbacks of the customers will let us know about the positive

and negative signals given by the market. Even the minor problems faced will be

reverted immediately to make this marketing plan successful. This will be supported by

the senior marketing management

2.2 Marketing Organisation

Marketing department needs to be organised in a carefull manner. The marketing department along with the other departments should be organised based on the roles and responsibilities of individuals. Further effective utilisation of senior management will lead to make this plan more successful.


3. Balance score card

Symantec will use the following balance scorecard to evaluate the overall performance of the marketing plan including each individual and thereby continuously improve the performance.


Vision & Strategy

Competitive pricing and differentiating the

product

Marketing organisation and integration of the communication

The market research and dynamic senior

management

Strong focuss on customer feedbacks

and dashboards

4. References

Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman, Torben

Hansen (2009) Marketing Management. : Pearson, Prentice Hall

Kerin, Hartley and Rudelius, 2011, Marketing, The Core, 4th Edition, McGraw Hill

Publishing.

Symantec corporation, 2012, Symantec corporation, California,<

http://www.symantec.com/> viewed on 18 march 2012.

Porter, M.E. (2008) "The Five Competitive Forces That Shape Strategy", Harvard

Business Review, January 2008, pp. 79-93

Johnson G, Scholes K, Whittington R. (2005): The Environment: Exploring

Corporate Strategy, Pearson Education

Chisnall, Peter: Strategic Business Marketing, 1995

Linda Gorchels, Edward Marien, Chuck West (2004) The Managers Guide To

Distribution Channels. : McGraw Hill


http://www.symantec.com/

marketing plan symantec

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