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Marketing Plan: Phase I Essay

1550 words - 6 pages

Drive AlertIntroductionWithin the next seven years over 70 million Americans will become retirement age. As the aging process progresses, seniors eyesight becomes worse. Adding the global numbers of aging drivers and the world may see well over hundreds of millions of drivers who may have poor eyesight. Phase I of our marketing plan will try to incorporate seniors as a target group. Reflecting societies wants and needs help with new discoveries. "The 65-and-over crowd alone numbers 35 million, more than 12 percent of the population. Mature consumers are better off financially than are younger consumer groups," (Kotler, 2005). Kotler goes on to write about Abraham Maslow's theory of hierarchy, (Kotler, 2004), "Why does one person spend so much time and energy on personal safety and another on gaining the esteem of others? They include physiological needs, safety needs, social needs, esteem needs, and self-actualization needs."Mission StatementOur mission is to provide the most effective and safe early warning and auto correct vision wear for aging drivers with low vision and others with disabilities.Drive Alert Overview"Drive Alert" is a new product that incorporates existing technology, (created by the Military, NASA, (2007), and Xbox, (2007), for Aircraft, the Space shuttle and video gamers, into a device which might assist an existing and future aging population and others with low vision disability. The technology was originally intended to assist both Military pilots and Astronauts as a type of fail-safe measure. Competition is tough and technology is a key factor in the global arena. EMagin Incorporated, (2007), must consider the global context while in business, as the environment can rapidly change. Internationally, seniors and disabled people are a global target market, so operating an automobile safely will appeal to millions.To achieve organizational success with an idea or product, the marketing management team will research the 4P's product, price, place, and promotion. "Other sources have mentioned the 5th P which is people," (Hiam, 2003).EMagin IncorporatedThe manufacturer which LTA is appealing to is eMagin. The organization is infamous for the high technology and advancement in visual optics in gaming, and engineering.EMagin (AMEX: EMA) is a leader in OLED micro displays and virtual imaging technologies. eMagin integrates high-resolution OLED micro displays, magnifying optics, and systems technologies to create a virtual image that appears comparable to that of a computer monitor or a large-screen television. eMagin's micro display manufacturing and R&D operations are co-located with IBM on its campus in East Fishkill, New York. System design facilities and sales and marketing are located in Bellevue, Washington. A sales office is located in Tokyo, Japan. A leader in virtual imaging, eMagin Corporation is the first and only manufacturer of active matrix OLED-on-silicon micro displays. The company also designs and integrates...

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