Understanding Marketing Strategic Planning Processes (Marketing Idea Research Proposal

Understanding Marketing Strategic Planning Processes (Marketing Idea Product Plan) - Research Proposal Example Being alone is rather frightening to most senior citizens (Sachteleben, 1) supporting psychologists stating that warm interpersonal relationships are the most fundamental of human needs (Singer, 28). Off 2 Gran Grans will provide psychological adjustment for its target consumers and also fill a tangible need that need fulfilling due to limited mobility, lack of access to transportation, or lack of family and social support. The competitive innovation, completely unique in the competitive market, is the installation of a communications device modeled after the Life Alert system, a pendant/base unit system that contacts the company (Life Alert, 2012). Technology is intimidating to seniors (Sachteleben, 1) and this maintains significant comparative advantage to other similar, low-profile competitors. Off 2 Gran Grans will provide short- and long-term contracts with financed and pre-paid elements to ensure revenue that include device installation, with fees applied for early termination. The business will be positioned under quality and responsibility with less emphasis on pricing. Start-up costs will be higher than average, but revenues will offset the initial