Marketing Plan Project

International Burch University
Faculty Of Economics and Social Studies
Department Management
Vision Technology and Electronic Development Company
Marketing Plan
Team members:
Berina Topalović
Yara Khallaf
Name of Professor:
Assist.Prof.Dr. Malcolm Duerod
Date: 8th January 2023 Course: Marketing Management

Table of content
1. Executive summary
2. Situation analysis
2.1. Current market situation
2.2. Market description
2.3. Product review
2.4. Competition review
2.5. Distribution review
2.6. SWOT analysis
2.6.1. SWOT explanation
3. Objectives and issues
4. Export or target market analysis
4.1 Social & cultural review
4.2 Economic reviews
4.3 Political review
4.4 Distribution or other marketing intermediary partners
4.5 Country risk assessment
5. Marketing strategy
5.1. Positioning
5.2. Product Strategy
5.3. Pricing strategy
5.4. Distribution strategy
5.5. Marketing communication strategy
5.6. Media selection
6. Marketing research
7. Marketing organization
8. Acting programs
8.1. Implementation plan
9. Budget
10. Control
11. References
Sarajevo, January 2023 1

1. Executive summary
Have you ever considered downloading an app below the list's first three or four results when
searching for apps in a particular category? Rarely, I’d bet. The apps that appear in the top search
results in app stores are their success due to successful mobile app marketing.
Introduction:
It will be an assistive device for people with special needs, so it should be a talking app with a
hand bracelet or a neck chain with a location device. People with special needs such as (deaf and
dumb - unable to see due to poor vision or blind - and people with intellectual disabilities)
1_ How does this device help the deaf and dumb?
The device helps the deaf and dumb by adding sign language graphics the device is the injured
person, if he wants to talk with a healthy person, presses these signs and the program translates
them into a written text or by the verbal method. By using sign language, the healthy person can
also communicate with the injured person, and in his role as the application, he will convert the
writing into symbols in sign language that the injured person can understand. This method is
easy to use for deaf and dumb patients and improves their self-esteem because they will be able
to speak freely without harassing anyone in the garden or supermarket in all places.
2_ How will the application be able to help those who are unable to see or who are blind?
It is by talking or talking with the application because, as we mentioned, it is a talking
application connected to a GPS device, and this will work for those who are unable to see, such
as going out to places without an accompanying or companion, moving around without
problems, taking care in general that places are not alien to the injured A lot to get used to the
application so that he can move to other parts as he wants to make things easier for the injured,
such as Calling a specific person by mentioning the name with the word “contact” with the
addition of the feature of pronouncing the name of the caller, and most importantly, the
application is always activated from the time it is installed on the device, and it is something
specific to the programs and easy to deal with.
3_ People with intellectual disabilities
With the purchase of the bracelet, the patient's family will be able to download the application
and activate the testicle whenever the patient is taken to a place or leaves the house without their
knowledge. Using the fence, the application can determine the location of the injured, which will
reduce the anxiety and effort of the injured's family.

- Vision Technology and Electronic Development Company, specializes in electronic

development and programming. People with special needs will be able to benefit from
programs on smartphones easier with the help of this company, which aims to solve all
the problems they face. Concerning trade, accountancy or business administration,
marketing or distribution, engineering or electronics, work according to the job
Development, and software engineering - One of our most important clients is the special
needs community and their families. With continued technological advancements, we
will bring this application to everyone who needs it around the world to assist everyone
in everything they need now and in the future. We stop only on this, we will make our
products in the hands of the public, not only those with special needs, and we aim as well.
To promote the company and open several branches in other countries Providing
excellent customer service, gaining the trust of customers, and company development. To
achieve a better future for the company and its employees, advancement, and continuity
of striving to be the first company in the world and one of the most trusted by customers.
2. Situation analysis
As of late, there are about 1.85 million apps for iOS users and 2.56 million apps for Android
users. Additionally, over 80% of the world’s population owns a smartphone, and users on
average spend 5 to 6 hours a day on their phones. These numbers speak to the importance of
businesses going mobile. More than 65% of small businesses and pretty much all large
corporations already have a mobile application.
The importance of digital assistive technology in the lives of people with disabilities has
increased significantly in the last ten years. An important example is the development of mobile
applications suitable for use by people with mental disabilities. We are participating in the
development of two of these plans. The first one provides the key to interaction for the blind and
visually impaired, while the latter provides a deaf-friendly environment for textual
representation, and speech, even if the conclusion is not good, which is often the case when the
speaker is deaf. Regardless benefits of these applications may be obtained, this does not mean
automatic acceptance. This study aims to explore these factors, which can prevent recovery, so
avoid them as much as possible. Factors contributing to technology adoption can be complex,

such as "perceived value," "self-efficacy", and "social impact." An investigation of this question
will allow the collection of qualitative evidence from potential users. The book concludes by
offering advice for those who develop a temporarily modified technology acceptance model that
takes into account certain conditions using technology from disability groups, to be tested as
research continues.
2.1 Current market situation
The rise of "smart" devices is one of the defining characteristics of the 21st century, and
intelligent "tools" help people perform many different tasks. It is strange; therefore, little or no
research seems to have been done in those cases on factors influencing the acceptance of
technology by people with disabilities. These include usability issues when the device or
application is not designed or modified for its intended use, the scope, and type of support
provided (perhaps more for those with disabilities), and their different needs.
This document focuses on the organization and the acceptance of employees who are deaf or
hard of hearing, eye damage. According to international statistics, the number of blind people in
the world is 36 million (Bourne et al., 2017). The largest number live in poor and developing
countries. Most of all the blind are young and the elderly are working. It follows that there is a
demand for technological solutions to improve accessibility, personal work, and personal life for
the blind, contribute in a stimulating way to social relations, promote the level of education and
culture; independence, and social life, and improve the lives of the blind. And this, in this
context, a large number of blind people are looking for an autonomous navigation system or so
think of the new design of the application of beauty and independence outside the blind key good
and correct guidance will be easily accepted by the blind. In the case of the deaf and hard of
hearing, it is estimated that about 466 million people worldwide have hearing impairment
(WHO, 2019). The largest number of them live in developing countries. Hearing is one of the
five senses and is considered the second most important to the mind because it not only plays a
major role in the communication of humans or animals, and helps to understand outer space,
thereby completing and performing the task of the eyes. Therefore, speech, which is the most
important means of communication between people, relies directly on hearing. The loss or

inadequacy of this mind creates a terrible effect and our relationship with our fellow human
beings. People who are deaf or hard of hearing are afraid of others very difficult in their daily life
including the management of simple actions such as the use of phones, watching television,
listening to alarms, or car horns. Most of the time, they offer ideas that they are gentle and
understanding and understanding and because they are submissive an insult. Furthermore, it has
been said that deafness is the greatest disability of all people.
2.2 Market description
TAM assesses the acceptable technical aspects but does not address the consequences of
disability, such as those who are blind, blind, or deaf. For example, in the first (Figure 1) and
update (Figure 2) of TAM, less importance gives the effect of those who can do as the
"gatekeepers" of technology. Only in an updated version (Venkatesh, Morris, Davis &
Davis, 2003) is the effect of foreigners taken into account, but not in this case (only a general
"relationship"). Our research focuses on understanding how blind or deaf people can be receptive
and productive, technical knowledge to achieve great potential benefits increasing in terms of
independent living (self-exploration) and participation (eg being able to do well). Communicate
with non-deaf people). In particular, we want to explore possible negative effects and
psychological characteristics that may hinder the adoption of technology by these groups. Inside
this issue, we discuss the impact and importance of training people well disabilities.

2.3 Product review
Baseline TAM includes and tests two constructs, perceived ease of use and perceived value. Ease
of use is defined as the degree to which a person feels comfortable using a product; the process
will not require any effort, while it is understood that it is useful to the degree that people believe
the use of a single system will increase human performance (Davis, 1989). Research to date has
demonstrated the validity of the currently accepted model (Legris, Ingham, and Collerette, 2003).
However, the original TAM did not include any social factors that play an important role in the
personality of the person. For this reason, Venkatesh and Davis (2000) proposed a second
technique tolerance model (TAM2), a model modified to compensate for previous defects.
Over the past decade, different types of technology adoption have also strengthened those
strategies' impact on the acceptance of technology by people with disabilities. However, people
are not good at socializing, and the psychological characteristics that prevent the adoption of
these technologies do not yet exist despite being highly educated through academic research.

2.4 Competition review
TAM is a model that seeks to explain why and how people will choose to use technology. TAM
is based on validity theory and was introduced by Fred Davis (1989). It is well-designed to
demonstrate user acceptance of the system and technology. Davis' goal is to describe and predict
the determinants of the adoption of these technologies, leading to an understanding of user
behavior across different computing technologies.
2.5 Distribution review
There are no adequate accessibility systems (signs for the deaf or audio description for people
who are blind) people with disabilities will have to overcome obstacles such as
● (a) reducing exposure to new information, such as TV news/radio broadcasts,

● (b) limiting the right to participate in social media and
● (c) difficulties in using technology.
On the other hand, when designed properly, technology can be powerful, and be downloaded to
improve access to information through various channels and provide access to culture and
freedom in public life. In fact, it can make people's lives easier. participation in collective life. In

this article, we advise on the appropriate adaptation of technology, and the TAM if the user is
not sensitive. These tips are derived, in part, from a qualitative analysis of interviews with blind
and sighted people, and people with disabilities.
2.6 SWOT analysis:

2.6.1 SWOT analysis
A SWOT analysis is a powerful tool that can help you understand your company's strengths,
weaknesses, opportunities, and threats.
When conducting a SWOT analysis, it is important to remember that not all areas are equal. For
example, your strengths and weaknesses are typically important because they can affect your
success or cause you to fail. However, opportunities and threats are not usually as impactful. A
good rule of thumb is to pay more attention to your strengths and weaknesses than to
opportunities and threats.
Here are some key questions to consider when performing a SWOT analysis:
Strengths: What are the advantages of your business? What sets you apart from your
competitors?
Weaknesses: What are the disadvantages or drawbacks of your business? What makes you
vulnerable?
Opportunities: Are there potential opportunities that you can take advantage of? Are there any
new markets that you can expand into?
Threats: Are there any potential threats to your business that you should take measures to avoid?
Is there anything that might prevent you from being successful?
3. Objective and issues
As TAM later suggested (e.g., Venkatesh et al., 2003), the acceptance of technology by the target
users' environment can affect them. In a large study, Eckhardt, Laumer et Weitzel (2009) found
that the acceptance of information technology in the workplace is very high "reference"
influences such as colleagues and supervisors. However, TAM does not, to date, consider the
influence of family, friends, or even teachers and teachers, who can make technology accessible
to everyone. Although people with physical disabilities may not have a disability in terms of
critical thinking or intelligence, however, their impairment may appear and the role of
"celebrities" is taking on more importance than it should be judgment. For example, a person
who is blind may need additional training to be able to use "application" (which itself may need

to be modified). The research reported here can be seen as the first part of the investigation of
this question, because it collects qualitative evidence from potential users, in order to evaluate
the factors that affects questions raised by TAM such as "perceived value", "self-efficacy" and,
of course, the role of "Social Impact" in general. A survey is asked to get feedback from the
target users to get it
● (a) help identify the unique circumstances and circumstances of the target population and
● (b) help make changes to a training system designed to avoid problems of use, improve
the perception of potential users, and that utility of the application and in their own
performance (the latter refers to their perceived competence. themselves as using
technology).
Our research team develops a series of assistive devices for people with disabilities. Among
them examples are described in this article; an app that aims to help blind and visually impaired
people travel without problems, and another to help the deaf and hard of hearing to
communicate. Blind RouteVision is designed to help blind people travel outdoors. It will have a
GPS function and use the Google Maps function for navigation, but it voice stimulation and
ultrasonic sensors for time recognition and obstacle avoidance as the way. It will also have
● (a) a simple key for the interaction of the blind, to allow them to choose the way and
other services available,
● (b) to coordinate applications with traffic lights and weather information, and
● (c) use the telematics information of the Athens Civil Transport Organization
(OASA) for local transportation routes and stops. The second application provides a
deaf-friendly interface for automated text display word of mouth of the user. Speech recognition
is a mature technology that refers to the translation of spoken and written language. Modern
operating systems include text-to-speech applications. However, these people do less effective
for the deaf. Of course, they weren't made for that. Unique needs should be considered when
providing unique text-to-text transcription devices for the deaf. This is because the number of
deaf people is highly idiosyncratic, with great variation in pronunciation and distinctive
intonation. The SeeDiscourse, this app is designed to keep this in mind when processing words
and translating them into text, providing a reliable translation (see Meliones and Duta, 2019, for
the first and simplest) Implementation. See speech will also provide an interface that allows easy
communication with a deaf or hard-of-hearing person in different languages, by combining two

quick interfaces for converting words to text. Another important feature of the application is the
ability to record sound through an external Bluetooth speaker. This makes SeeSpeech a very
competitive tool in an arena of many similar applications.
4. Target market analysis:
A target market is a group of customers—individuals, households, or businesses—for whom a

company develops, implements, and monitors a marketing mix that meets their requirements and
preferences. Mass marketing is at odds with target marketing. Companies need to know what
their customers want and need in order to sell well. An objective market examination is a
valuable device for laying out how to arrive at possible clients. A thorough investigation, report,
and research are required to conduct a target market analysis.
4.1 Social and cultural review
The most recent smartphone, new clothes, a cherished film. Blind and disabled people want the
same products as everyone else, but when it comes to advertising, they are frequently ignored.
Because of this, savvy marketers will recognize blind people as a viable target market with
spending power. The following is how to engage them:
Join them in celebrating. Parents, siblings, coworkers, friends, and family members are all
disabled. They celebrate birthdays, graduations, anniversaries, and other occasions just like
everyone else. On these occasions, people want to buy them nice things. Why not market them?
Debunk the myth about diversity. In today's advertisements, it is stated that an inclusive
campaign includes individuals of various ages, races, and sexual orientations. However, disabled
people make up the majority of the population. It contains individuals of all beliefs, racial
groups, sexes, financial situations, and sexual orientations. In our opinion, disabled people must
be included in order to truly execute an inclusive marketing campaign.
4.2 Economic review
Be genuine. Friends and family always tell us about commercials that feature blind people.
Sadly, the majority of the time, it is a blind model or actor. Additionally, this irritates many blind
people. Ads that are successful feature real-life blind people with real stories. If you look hard
enough, you can find a lot of blind people doing amazing things.
Seek counsel. As a marketer, you want to include people with disabilities in your campaign and
make them feel like they are part of it. To make sure you're doing things correctly, seek advice

from people who have that particular disability. You may want to consult specialized non-profits
to ensure that you are not accidentally making the disabled group feel different or excluding
them when you are attempting to do the opposite, as etiquette varies from one disabled group to
the next.
Visit our Facebook page. Our voices are becoming more powerful as a result of social media, and
smart marketing professionals will listen. The disabled are a market that works; we have cash,
desires, and objectives very much like every other person. When it comes to figuring out what
kind of products and services we want, social media can be a great resource. Additionally, it is an
excellent tool for communicating with us.
4.3 Political review
Since our product is an application, we won’t have issues with political problems in a specific
country. Applications are globally available for everyone.
4.4 Other marketing intermediaries partners
Follow those in charge. It may be easier than you think to market to blind people. For instance, a
Samsung commercial from a few years ago featured a blind woman using a Samsung cell phone.
It was a small act that got a lot of attention. The advertisement was so well-liked that some
people even received the same phone for my birthday. Modern Appeal Clothing, based in San
Francisco, offered to dress people with disabilities for their photo shoot with the San Francisco
Chronicle and the GLAAD Media Awards on a smaller scale. They were happy to explain where
the clothes came from because they received a lot of compliments on the looks they chose.
Although these were fairly standard methods of promotion, the businesses were aware that going
above and beyond would result in a significant increase in audience engagement.
When creating a marketing strategy, you might not think of advertising to blind people first.
Since they're frequently neglected — yet have similar needs and needs as every other person —
promoting to them can give you an important advantage in the present cutthroat showcasing
scene.
4.5 Country risk assessment
Application risk assessment is the process of analyzing and understanding the security risks
associated with an application. These metrics are used to help organizations make better
decisions about how to protect their applications from potential attacks. By looking at things like

the number of vulnerabilities and the time it takes to fix them, they are able to predict whether
there will be an attack on their application.
Many companies cannot implement all security controls, so they rely on threat models and
application risk analysis for an accurate assessment of their application vulnerabilities. This
allows them to identify the storage areas necessary to make it strong enough to prevent attacks
that could lead to data loss or service damage.
5. Marketing strategy
When starting a business, it is important to have a marketing plan in place. This document will
outline what you plan to do in order to bring in new customers and keep current ones.
A marketing plan should include the following:
1. Define your target audience.

2. Develop a marketing strategy..
3. Set measurable goals and a timeline.
4. Create a budget.
5. Conduct market research.
6. Develop promotional plans.
7. Implement marketing campaigns.
5.1 Positioning
TAM is a model that seeks to explain why and how people will choose to use technology. TAM
is based on validity theory and was introduced by Fred Davis (1989). It is well-designed to
demonstrate user acceptance of the system and technology. Davis' goal is to describe and predict
the determinants of the adoption of these technologies, leading to an understanding of user
behavior across different computing technologies.

5.2 Product strategy:
The findings reported in the previous sections highlight the importance of understanding the
needs and requirements of people with mental disabilities. More specifically, it has been found
that things such as the application's interaction with the environment and where the application
will be used may increase the difficulty of the adoption of the corresponding technology by
potential users. It is also found that more people with mental disabilities need details about user
interface functions. These services must be designed keeping in mind these requirements for
application. A TAM intended to include people with intellectual disabilities must be adapted
depending on
● (a) increased sensitivity of these groups to their special needs disabilities and
● (b) the moral code corresponding to that resulting from insecurity disability.
Interviews with blind and sighted people confirmed the importance of these two things. A good
example of the former is the requirement of the BVI, which turns on because the sound produced
by this device will not destroy the environment. Until then, it's worth noting that the BVI is
hesitant to try to learn the key tools and the first in an unknown environment, even if it's a large
part of an application plan. In addition, the interviews showed that people with disabilities can be
more sensitive based on the assistive devices they already use. This made the truth clear from the
focus of all respondents on the compatibility of support tools with other services or tools they
often use (such as screen readers). This term appears in TAM for people suffering from affective
disorders who should consider the aids and services used by the target.
5.3 Pricing strategy
For every learner, building a great mobile app takes center stage. Since the startup app
development process is often talked about, a lot of time and effort is spent on research, design,
and development. Of course, providing value to end users is the main goal of any app, but digital
pricing is an important aspect that should not be overlooked. It must be well-determined to create
a profitable and cost-effective mobile application business. Product pricing strategy is critical in

getting your app's first impression in the app store. How you price your product determines the
success of your app in terms of download numbers and long-term user retention. But it's like
walking a tightrope: apps that are offered for free or at a relatively low price gain market share
and can easily enter the market, while free apps and high prices can produce a good return on
investment. So how do you pay for apps? Many factors come into play when determining your
app's market research cost, including the value and features of your app and the market's
competition's use of islands. Freemium apps are free to download but include limited features
and functionality. To monetize these apps, in-app purchases are created. There are three
freemium plans to choose from based on levels, features, and incentives.
Double Way: It includes applications that customers can download and use for free, but there is
a premium plan that can only be used after payment. This feature is used in game apps where
users need to buy in-app money, more lives, or upgrade to other levels. The second category
includes apps that provide full functionality but only for a short period of time. The idea behind
this plan is that users can see the vision and know the value of the application, but after some
time they will be ready to enjoy the service. The latest version includes an app where all features
and functionality are free unless it comes with in-app ads. The catch here is that users are
charged a small fee for an ad-free app.

5.4 Distribution strategy
There are millions of mobile apps available on different platforms and channels. From shopping
online to listening to music, multiple categories are available in each mobile application store. In
recent years, the competition between these platforms has increased significantly. The main
reason is the increase in the number of people using mobile applications in all parts of the world.
As the technology used to operate mobile phones improves every year, mobile phone users are
also looking for new phones with the latest operating system versions. So, app companies also
promote their apps like this. iOS and Android app developers want to share their unique apps on
these platforms. The mobile app store is designed for users to browse and download apps, games,
music, movies, and more. Currently, the two most popular online stores are Google Play for
Android and the App Store for iOS. Mobile app distribution is a way to deliver mobile apps to
multiple users to increase engagement and usage. All the time, media companies and marketers
are looking for a list of platforms and channels as a way to advertise free of charge or with paid
models.

1. App store/recommendation site
The first and most obvious decision is about "app products" as a channel for ownership. There
are countless mobile app stores, including app stores for non-Apple platforms such as the
Android Market, Nokia's Ovi Store, Microsoft's Windows Phone Market, and others. In addition,
there are other mobile app stores available (such as GetJar), transfer app stores, free apps, tablet
app stores, Android app stores from Amazon, and many others. Although Mork hasn't fully
explained the application's strategic area, we can recommend it as a useful alternative to the Ad
Network. Whether you want to promote your app in the Apple App Store or the Google Play
Store, this process can help you increase your ROI and get the best results at the end.
These channels are useful for directing people to specific targets or for promoting the app in
general. The only downside to using this channel is that while you can follow the clicks, you can
usually follow the referrals directly in the application download.
4. Pay per install
It is recommended to use a mobile app sharing site like Tapjoy. Formerly known as OfferPal, this
organization was famous a year ago for using staked ads. Now, the organization has changed its
name and changed its emphasis. Recently, the company reached the milestone of reaching 80
million mobile devices and providing millions of monthly subscriptions. Android OS and
application developers can also set their own daily budget and launch different campaigns using
location targets by country, phone, or carrier.
5. Gift of application
Offering a limited number of free downloads can also be an effective strategy for mobile app
distribution. For example, GetJar is currently offering a grant to help fund a pilot project called
GetJar+ that allows developers to deliver premium mobile apps without ads, subscriptions, and

more freebies during limited promotions. GetJar pays developers for apps and distributes them to
site visitors for free, making its money back through regular advertising.
6. Create a mobile web version of your app
Creating a mobile website design, implemented in HTML 5, is a unique process to enable mobile
app distribution and app engagement. You can submit your web application to these channels just
like any other local application. Most users will not understand that this is a web application. In
addition to the fact that this allows the adoption of new applications and platforms, you can also
use research to determine which channels work for your strategy.
5.5 Marketing communication strategy
Clearly, social media is the most popular and affordable way to market anything these days, not
just apps. Even as an ordinary user, you must have seen many of these support documents and
written them out of curiosity, like my friend, I'm sure. It can even download many of them.
You don't know which media platform will become your lucky charm, giving you the incredible
gift of "downloadable apps". But when it came to promoting his own equipment, he completely
forgot about that personal experience. That's the magic of social media - it blends seamlessly into

your everyday life. So stop thinking now and promote your application on social media using
these most popular platforms:
5. 6 Media selection
Why are marketing channels important?

Social media is the medium that connects your business with your customers. Some types of
media channels include advertisers, such as social media users or podcast hosts, to help raise
awareness of your business. Other social media channels connect you directly to customers with
the goal of increasing lead generation, online marketing, or physical retail sales. The best way to
use different media channels depends on your budget, business model, and goals.
● 1. Pay-Per-Click (PPC) Digital Advertising: It is usually for the purchase of PPC

advertising through Google or Meta Platforms (which makes Facebook Ads, Instagram
Ads, etc.). These ads contain little text and sometimes visual content. They lead to your
website page or e-commerce platform.
● 2. Marketing terms: Value terms guide potential customers to your site based on
testimonials from existing customers. Word-of-mouth marketing can be done online,
especially through customer reviews on seller sites and listing sites like Yelp and Google.
Word-of-mouth marketing channels also exist offline, as friends chat and recommend
certain products or services.
● 3. TV and Radio: With the variety of media channels available today, it can be easy to
overlook traditional marketing channel strategies, such as TV and radio advertising.
Although TV and radio advertising still reaches a large number of people and can make a
lasting impression on users.
6. Marketing research
During the application development process, qualitative research on needs and requirements is
carried out in the user model analysis. For economic reasons, we focus on what we learned from
our research on the needs of blind and sighted people in this article. For accurate identification of

problems and interests, as well as explanations of the characteristics of these groups, an analysis
of their importance is carried out on the basis of interviews with members of this community.
Then we present a summary of the first interview.
The interviews were conducted with little knowledge and little detail three experts: they are
● (a) the director of the famous Greek school "The Lighthouse of the Blind" (male) a blind
person
● (b) a teacher (male), also blind, of the intellectual system of reading and writing a person
teaching the blind to use new technologies such as smartphones and
● (c) the visually impaired museum guide (woman) for the blind.
Questions about whether blind RouteVision app installers exist, as well as the location of
people's use of digital in general, as well as those directly related to future tools, Additional
interviews, will be conducted after the judgment of the application, on request, to get user
feedback and their ideas for how to do it again. The interviews were conducted as described
below before showing respondents the prototype of the app itself. It is like his work or nature
will not affect them. AccoAccording to the interviewees, who are subject matter experts with
extensive experience being in and working with others in similar situations, the questions are not
only about them individually but also about their knowledge of other people's lives. Later, when
a large number of employees are involved, more focus will be given to them.
7. Marketing organization
There's a lot more to content marketing than posting an article or video to your blog and calling
it a day. Mobile content strategy should go beyond responsive design and adapting content to
different screen sizes. This means understanding the pain points and unique characteristics of
mobile users. Follow proven best practices for creating successful mobile content:

● Be brief. Short content, short titles, and subheadings; short paragraphs; bullet points
When users can easily access and understand useful information, they are more likely to
stay. Bring fast-loading images.
● A good reading experience means that all content should load quickly. Readers don't have
the patience to wait for images to load, especially when they're on the go.
● Add a video. Visual content is easier to digest and more engaging than text. Don't
autoplay the video and turn off sound by default. There is nothing more annoying than a
video that starts screaming at 100% volume when you least expect it.
● Use an outline for easy reference. If someone is only reading the outline of your content,
they should still leave after learning something valuable.
● Show progress bar. Display some sort of progress bar to let readers know how many
stories are left. If someone is looking for in-depth educational content, they may be
interested in a 2,000-word article or a 10-minute video. But if they just want a quick
answer, they won't scroll to find it.
● Use images to explain complex concepts. Pictures are faster and easier to understand than
words. Where possible, replace explanatory paragraphs with diagrams. Call the popup.
● Popups and calls to action are more disruptive on mobile devices and can turn people
away. If you really want a popup, they should cover more than 25% of the screen and
include a large exit button.
● Use a one-step CTA. No one wants to fill out a three-page form on a mobile keyboard.
All CTAs should be as short as possible: just a username or email address, for example.
● Focus on the crease. You have about -0.7 seconds to grab a new reader's attention. Use
eye-catching images and short introductions to help readers get to your point as quickly
as possible
● to have a conversation. Write as you speak. Better yet, write while your audience is
talking. Learn their lexicon: what acronyms do they use? What kind of memes do they
create? How bad or offensive are they? Read your content out loud. If it doesn't feel
natural, repeat it.

8. Action programs
When it comes to email marketing best practices, you can say SendGrid's marketing team is a
pretty opinionated bunch. And while we're happy to talk about email marketing best practices,
we want to let some of SendGrid's favorite brands do most of the talking for this guide. The
hand-picked email marketing examples below show some of the best things happening in email
right now. This list covers all aspects of messaging best practices, including personalization,
testing, subject lines, and more. Find out how you can take their ideas and execute them in your
email marketing program.
8.1 Implementation plan
● 1.The Hustle:
Hustle is a daily email newsletter covering some of the day's most important headlines in
business, technology, and culture. They send good news that I can't get by reading the BBC,
which keeps me open every day. Hustle is always experimenting with topics, which are usually
Medium.com
● 2. Medium:
Medium.com is an online publishing platform featuring stories from personal finance to sports,
humor, and more. It also serves as a blog hosting service, allowing users to create their own
accounts and content. Instead of focusing on unique visitors to its website, the company
maximizes its business based on the time spent reading the site, a guarantee of the quality of the
content provided. Medium's "Daily Digest" is a good example of an email because of the great
structure behind it. (Disclaimer: I don't work for Medium, so these people have an opinion about
the inner workings of their organization!)

● 3. Uprising
Artifact Uprising is a custom photo printing company that takes pride in all aspects of their
business, from initial design to printing materials. Their marketing emails never fail because
their style is a mirror image of their site.
9. Budget
When it comes to mobile app development, we need to keep many costs in mind. Most of these
costs go beyond the application development itself. If we don't fund your marketing plan, no one
will know that our app exists. Obviously, this is a big problem. Whether you're an app developer,
a white-collar reseller, launching an app as a supplement to your business, or building a new app
while managing your goals, how many installs do you expect for $100 or $1000 spent on
marketing? How many users do you expect in the next three months? And next year? Budgeting
also helps with long-term planning, so you should create one as quickly as possible. First, you
need to consider the cost of the application, including development and maintenance. Then set
aside some of that budget specifically for shopping. How long will this budget last you? When
will you have more money ready to invest in app marketing? Most experts advise investing 20%
of your 12- to 20-year earnings in marketing. As your application is developed, you can revert
6–12%
E-commerce applications
E-commerce platforms include Amazon, Alibaba, and other marketplaces. They need a long list
of features such as user registration, social media, catalogs, product and description pages,
payment options, etc. The pricing plan we offer is for small e-commerce applications.
Cost of developing a simple e-commerce app: $60,000 to $300,000. Example: EastBay

Required tools
On-demand apps like Uber or Grubhub connect service providers to users and meet their needs
instantly. These types of applications combine the functions of social media solutions and
e-commerce applications and require significant investment. How much does it cost to create an
app for a job?
Required software development cost: $80,000–$150,000 Example: Uber
Merchandise
Apps like TripAdvisor are called marketplace platforms that combine e-commerce functionality
with on-demand apps. Unlike e-commerce applications, marketing solutions offer a wide variety
of services and provide direct access to the service provider of the user's choice. How much does
it cost to create an app for the marketplace?
Product Development Cost: $150,000-$300,000. Example: Reservation
Since our application is a mix of all these types of apps, our budget is 500,000 dollars.
10. Control
Examples of management and marketing strategies consider and use customer feedback.
This could include sending your customers surveys or polls to fill out to anonymously share what
they think of the company. From there, you can use the feedback results to improve the business.
Regarding our app, the result of the interview above describes the control of people in
need more than anything else.

11.References:
- Bourne, R. R. A., Flaxman, S. R., Braithwaite, T., Cicinelli, M. V., Das, A., Jonas, J. B.,
Keeffe,J., Kempen, J.H., Leasher, J., Limburg, H. & Naidoo, K. (2017).
- Magnitude, temporal trends, and projections of the global prevalence of blindness and
distance and near vision impairment: a systematic review and meta-analysis. Lancet Glob
Health, 5(9), e888–e897.
- Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of
information technology. MIS Quarterly, 13(3), 319–340.
- Eckhardt, A., Laumer, S. & Weitzel, T. (2009). Who influences whom? Analyzing
workplace referents’ social influence on IT adoption and non-adoption. Journal of
Information Technology, 24(1), 11–24.
- Ghidini, E., Almeida, W. D., Manssour, I. H. & Silveira, M. S. (2016). Developing Apps
for Visually Impaired People: Lessons Learned from Practice. 49th Hawaii International
Conference on System Sciences (HICSS). doi:10.1109/hicss.2016.704
- Legris, P., Ingham, J. & Collerette, P. (2003). Why do people use information
technology? A critical review of the technology acceptance model. Information &
Management, 40(3), 191–204. ISSN 0378-7206,
https://doi.org/10.1016/S0378-7206(01)00143-4
- Meliones, A. & Duta, C. (2019). SeeSpeech: an android application for the hearing
impaired. PETRA, 509–516.
- Osman, Z., Maguire, M. & Tarkiainen, M. (2003). Older users’ requirements for location
based services and mobile phones. Lecture Notes in Computer Science, 352–357.
doi:10.1007/978-3-540-45233-1_27
- Venkatesh, V. & Davis, F. D. (2000). A theoretical extension of the technology
acceptance model: four longitudinal field studies. Management Science, 46(2), 186–204.
- Venkatesh, V., Morris, M. G., Davis, F. D. & Davis, G. B. (2003). User acceptance of
information technology: toward a unified view. MIS Quarterly, 27, 425–478.
- World Health Organization (WHO). (2019). Deafness and hearing loss. Retrieved from
https://www.who.int/%20news-room/fact-sheets/detail/deafness-and-hearing-loss

- A. Banerjee, N. *, What is application risk assessment and how do you perform it?,
Riscosity. (2022).
https://www.riscosity.com/what-is-application-risk-assessment-and-how-do-you-perform-
it/ .
- A survey on the use of mobile applications for people ... - researchgate, (n.d.).
https://www.researchgate.net/publication/318885754_A_Survey_on_the_Use_of_Mobile
_Applications_for_People_who_Are_Visually_Impaired .
- S. Singh, How to choose the best pricing strategy for your mobile application?,
Appinventiv. (2022).
https://appinventiv.com/blog/how-to-choose-right-app-pricing-strategy/
- V. Makhov, App Development cost: Save your budget [guide], DOIT Software. (2022).
https://doit.software/blog/app-development-cost#screen4 .
- 7 most popular mobile app distribution platforms, Appventurez. (2022).
https://www.appventurez.com/blog/mobile-app-distribution-platforms
- Bapco, About tapsos, TapSOS. (2022). https://tapsos.com/about-tapsos/
- Mobile app marketing template [free] and 10 planning tips, CleverTap. (n.d.).
https://clevertap.com/blog/mobile-app-marketing-plan-template/
- The 8-step content marketing strategy for mobile apps, CleverTap. (n.d.).
https://clevertap.com/blog/content-marketing-strategy/ .
- Lauren Lauren is the VP of Marketing at BuildFire. She's an award-winning marketing
leader with 20+ years of experience in demand generation, Mobile app marketing costs:
How to plan your app marketing budget, BuildFire. (2022).
https://buildfire.com/app-marketing-budget/ .
- S. Dabaghyan, About The AuthorSona is a content writer at VOLO, A.T. Author, A
complete guide to mobile app marketing, Smashing Magazine. (2022).
https://www.smashingmagazine.com/2022/03/guide-mobile-app-marketing/

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International Burch University

Faculty Of Economics and Social Studies

Vision Technology and Electronic Development Company

Assist.Prof.Dr. Malcolm Duerod

Date: 8th January 2023 Course: Marketing Management

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- Vision Technology and Electronic Development Company, specializes in electronic

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2.1 Current market situation

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2.2 Market description

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2.3 Product review

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2.4 Competition review

2.5 Distribution review

● (a) reducing exposure to new information, such as TV news/radio broadcasts,

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2.6 SWOT analysis:

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2.6.1 SWOT analysis

3. Objective and issues

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4. Target market analysis:

A target market is a group of customers—individuals, households, or businesses—for whom a

4.1 Social and cultural review

4.2 Economic review

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4.3 Political review

4.4 Other marketing intermediaries partners

4.5 Country risk assessment

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A marketing plan should include the following:

1. Define your target audience.

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5.2 Product strategy:

5.3 Pricing strategy

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5.4 Distribution strategy

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1. App store/recommendation site

4. Pay per install

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6. Create a mobile web version of your app

5.5 Marketing communication strategy

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Why are marketing channels important?

● 1. Pay-Per-Click (PPC) Digital Advertising: It is usually for the purchase of PPC

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8.1 Implementation plan

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Cost of developing a simple e-commerce app: $60,000 to $300,000. Example: EastBay

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Required software development cost: $80,000–$150,000 Example: Uber

Product Development Cost: $150,000-$300,000. Example: Reservation

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