The importance and necessity of a Strategic Marketing Plan for SafeTool has been well recognized.Actions are to be undertaken internally to match the external needs of the customers.

An approach based on customer satisfaction and on identifying customers’ patterns is proposed in the thesis to better project the companies’ competitive advantages and respond to customers’ preferences.A detailed Marketing Plan is suggested and reinforced with an actionable plan for 2007/2008.

Through its execution, we aim at repositioning SafeTool through the delivery of the central value proposition based on three cornerstones: Efficiency, Cost reduction and Social responsibility. This Marketing plan will help build a Marketing Culture in SafeTool and a recognizable brand identity through the different tactics suggested in this report.