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Mkt 500

In: Business and Management

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Toggle Boggle Company’s Marketing Plan: Part A
Marketing Management, MKT500
July 27, 2014

Executive Summary Started in 2013 by two application developers in their home office, the Toggle Boggle Company was built upon an idea. The idea pertains to the compatibility of multiple display devices, almost all of them with some level of computing power that run proprietary applications like Netflix, Hulu, Pandora, Facetime, and Skype. These application developers realized that a growing demand was building to realize compatibility between a smartphone, a tablet and a television. Why can’t I browse the web from my phone and display on my television? Why is it not possible to make a Facetime video call on the iPad and view it on a large screen? Why can’t I watch my television programming on my tablet? The answers to these questions led to the invention of the Toggle Boggle©. This device now makes cross-device compatibility seamless for any user. Growing from a single prototype, the Toggle Boggle Company started their company with a limited production run to test consumer reactions and the perceived value of their product. The product was a hit! Initial IPO and investment response has allowed the Toggle Boggle Company to operate one major manufacturing plant that is collocated with their corporate headquarters in Raleigh, North Carolina with 220 employees. The company’s vision illustrates their brand value: “Technology should not be learned, but rather intuitive to the human need”. With only one similar product currently on the market, the Google Chromecast©, competition is very slim.
Environmental Analysis The Toggle Boggle Company’s exclusive product, the Toggle Boggle©, will allow the company to experience a healthy level of profitability only if all aspects of the market environment have been analyzed through sound situational

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