Samenvatting

Markzware is a software company that offers solutions for prepress, printing, publishing and the graphic sector. Markzware Europe operates successfully throughout Europe. Although the company also has a communication channel in Poland, it seems the communication is not as successful as it could be. The aim of this report is to focus on searching for the best strategy that would help Markzware Europe to enter the Polish market successfully. In order to do that, market research was conducted. The research was based on the current situation in the Polish printing and graphic industry.

Markzware Europe's aim can be crystallized in the following statement:
"The aim of Markzware Europe is to increase and sustain the number of end users."
In order to do that, primary and secondary target groups were defined. The primary target group, through which Markzware Europe can reach its potential customers, is the press. Markzware's secondary group are those who work in the publishing industry, advertising agencies, printing agencies, lay-out designers, services for graphic arts etc.

According to the findings from questionnaires distributed among existing end users Markzware Europe is succeeding as a supplier of software. The company's products are perceived as innovative and user friendly. The ability to communicate is essential to the success of any undertaking and an important factor in the achievement of its objectives (Developing a Communication Strategy, April 3, 2008). Thus, in order to achieve the company's goal, a suitable strategy needed to be found. The best one seems to be the push and pull strategy that focuses on promotion. Penetration, on the other hand, means that the communication means should be intense, because the consumer has to become familiar with the product (Vos & Schoemaker, 2001, p.130). There are many tools that would help Markzware Europe to achieve its goal. The company, however, did not have an allocated budget particularly for Poland this year. This resulted in the use of high quality software with an emphasis on cost.