STRATEGIC MARKETING PLAN FOR AFTOWN

EXECUTIVE SUMMARY Online music retail stores have made it possible for users to access a wide range of music online either by paying or free of charge (Swanson, 2013). Aftown is a commercial online music retail store which provides music from a wide range of African Artistes. Aftown users are categorized into the artistes(sellers) who upload their music unto the portal, and the music lovers(buyers) who can also subscribe to the portal. Since it’s establishment in June 2017, Aftown has subscribed about 11,000 users. Aftown has prominent artistes such as Sarkodie, Stonebwoy, Efya, Manifest, Worlasi and Joe Mettle signed unto their platform. The company is currently unable to match their growth in customers to their efforts in marketing. Also from surveys, prospective customers do not know about Aftown and what their benefits are. The company needs advice on how to penetrate the market in order to increase their customer base. To achieve this, interviews and questionnaires were used to get more information on the needs of the company. From the results, Aftown lacked strategies on how to acquire customers and make their product made know to prospective users. This project provides strategies and tactics on how to overcome the barriers to growth of the company. It provides an action plan, an OGSM Framework and an evaluation plan in executing the recommended strategies, all to be done in 7 months.