Step 2: Current marketing situation

Competitors: AfroSoft, MuzindaHub and Touchstone Computer Systems.

Analysis of micro and macro environments that affect

Industry Analysis:
Medical sector is flooded with hospitals and medical services.
Customers:
This time around we are targeting medical aid companies particularly
CIMAS and PSMAS
Competitors:
AfroSoft, MuzindaHub and Touchstone Computer Systems are
our competitors in the software development field.

PESTEL
Socio-cultural:
Resistance to technological change.
People want to maintain the good relationships they made with their
doctors.

Economy:
Since the economy is not stable only a few can afford consultation
fees. Therefore Diagno-Code will have a greater chance to make
sales.
 Technological:
With the introduction of laptops, mobile phones and tablets in
Zimbabwe, the application can be easily accessed.

Political:
If the government decides to raises tax in the medical sector,
specialists will be forced to raise their consultation fees. This would
force more peoples feel the need to use the application. Hence our
customers CIMAS, PSMAS and potential customers will be forced to
buy our product.

External Analysis
Competitor Analysis
STRENGTHS Competitor A Competitor B
(AFROSOFT) (Touchstone Computer
Systems)
Marketing Skill -Advertising via -Offers numerous
internet training options at its
- Afrosoft has Training Centre in
strategic relationships Harare for companies'
with universities for Payroll, HR and
skills and Research & Finance staff.
Development - Seminars are regularly
programs run for Top Executives
and Auditors on various
ways to reduce the
likelihood of payroll
fraud.
Product Mix - Information and - Is a major provider of
Communication computerized payroll
Technology (ICT) software and support
solution provider services
- offers their services
in these departments:
1. E-commerce
 2. Payments e.g. POS
3. Softwares
4. Value added
services e.g. digital
marketing
Distribution -Operates in -Operates in Southern
Zimbabwe and East Africa.
Africa. -Has more than 750
-In Zimbabwe clients in Zimbabwe,
Afrosoft has clients in Zambia and Botswana.
both the private and
public sectors
operating across the
whole country.

Cash Flows Holds the largest share

in the market.
Customer loyalty - Afrosoft has created Seminars are regularly
the capacity to run for Top Executives
provide total solutions and Auditors on various
to any- size client ways to reduce the
countrywide. likelihood of payroll
fraud.

WEAKNESSES

Competitor A Competitor B
(AFROSOFT) (Touchstone Computer Systems)
i. Do not put much focus on the Do not focus on the Medical field
Medical field.
Stage 3: SWOT ANALYSIS

Strengths Weakness
Can be updated and improved. Legible to infections from computer
Cheap and affordable. viruses.
Time effective. Can be attacked by hackers.
Easy to use. Language barrier.
Reliable. May require internet connectivity.

Opportunities
We will get recognized by big
organizations such as UNICEF, W.H.O
and Red Cross and actually get
donations so expand our company
internationally hence expanding
customer relations both internationally
and locally.
Threats
Potential Software Developing
companies e.g. Afrosoft
Government health policies.
Patent for our software may not be
easily accessible.

Converting weaknesses to strengths and opportunities

1. Legible to infections from computer viruses this can be an opportunity for
us to actually create an anti-virus that will protect several software not only
this particular software but even other existing software thus we expand the
companys services and target market.
2. May require internet connectivity due to the high data costs in Zimbabwe
currently, we will provide a package of internet bundles when the customer
pays for they monthly medical insurances to these companies that work
 specifically for that software just like the Whatsapp bundles but these
bundles will be valid throughout the subscription period.
3. Language barriers the interface will have options for customers to choose
the language they are comfortable with just like what Google search does.
4. Can be attacked by hackers end to end encryption so that no-one
manipulates the diagnosis data base except us.

Stage 4: Objectives
1. Market Penetration (chose one out of 4 and explain using ANSOFF matrix)

Stage 5: Strategies (4 Ps)

1. Pricing: how our competitors are pricing there products.
2. Distribution: How are our competitors distributing their products?
3. Product:
4. Promotion: