A marketing plan for Ripplewave Philippines

Added Title

Ripplewave Philippines.

Date of Publication

2012

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Ma. Luisa C. Delayco

Abstract/Summary

Ripplewave is a software developer that has recently entered the Philippine Software Development Industry. It provides digital solutions for enterprises that includes web, mobile, and gaming development services. The company, at present, aims its marketing efforts towards clients, regardless of industry, that has the potential to jump into the bandwagon of digitalization. The group recommends to focus on the firm's specialization which is mobile solutions, a kind of digital innovation, and offer this to industries with the propensity to go mobile. These industries were found to be Health & Wellness, Professional Services and Travel and Tourism based on research. As a new entrant in the software development industry, the firm seeks to expand its market share by increasing both its customer base and revenues from mobile development and position itself in the market as the mobile solutions expert.

A qualitative research through an interview with decision makers was conducted trends were observed and patterns were analyzed. These trends and patterns were studied in order to come up with viable marketing strategies that will guide the firm in attaining its objectives. This marketing plan is composed of product, pricing, distribution and promotion programs capitalizing on the core competency of the firm which is mobility. This one-year marketing plan will require Php 1,089,200.00 worth of investments for the strategies which, if implemented accordingly, may result to the recovery of the losses incurred during the first operating year. It is the goal of this plan to make figures positive for the company. Monitoring and evaluation measures were also provided to ensure that the plan will be carried out efficiently and effectively.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU021172

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Keywords

Marketing; Ripplewave Philippines; Advertising

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