Strategic Marketing Plan

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Welcome to the Strategic Marketing Plan for the Marketing Project. Copies of the marketing plan are available at in a variety of formats. This section of the wiki has been setup to transfer a copy of the plan to this site.

Cover Page


Table of Contents


What this Plan is...

This document is the first published Strategic Marketing Plan for the office productivity suite. Its publication is timed to coincide with the run-up to the second major release of, version 2.0. The Plan follows a three-month consultation process with the whole Community, and seeks formal adoption by the Community Council at the end of 2004.

The Plan looks at the current market for office productivity suites, at the major players in the field, and seeks to identify trends which will influence the market over the next five years. It looks at’s place within the market now, and where it should aim to be by 2010.

The analysis looks at the strengths and weaknesses of the suite, and how these should help influence the Community’s response to opportunities and threats in the marketplace.

It also looks in detail at the features of and the benefits these deliver to customers. From this analysis, the Plan identifies a number of target markets whose needs are most closely matched by the benefits provided by

Finally, the Plan sets targets for penetration by into these target markets, and lists the main strategies which the Marketing Project proposes to achieve these goals.

...and what it is not

This document is not a Strategic Marketing Plan for the Community. Just as the software needs to attract users, so the Community needs to attract contributors who want to help the Community achieve its mission statement. This will be the subject of a separate Plan.


As the Plan continues to evolve, the latest version will be available on the Marketing Project web site: Comments and contributions are always welcome in the Marketing Project’s strategy discussion forum - see the Project web pages for an archive and details of how to participate.

Community Review


StarDivision, the original author of the StarOffice suite of software, was founded in Germany in the mid-1980s. Its StarOffice product developed over the next decade into a fully-fledged office productivity suite (spreadsheet, word processor, graphics, presentations) comprising over 7.5 million lines of code, and equalling in functionality the market-leading product (Microsoft Office).

The company was acquired by Sun Microsystems Inc during the summer of 1999, and StarOffice 5.2 was released in June of 2000[1]. That same year, Sun made the momentous decision to open-source[2] the product as 1.0 and kick-start the Community (the Community) to support, develop, and promote the software under open-source principles[3]. At the same time, Sun decided to use the same codebase as the foundation for the continuing commercial StarOffice product.


Community Goals

Marketing Goals

Product Goals

Market Review

Market Segmentation

Disruptive Technologies

Product Review


Features and Benefits

Competitor Review

Microsoft Office

WordPerfect Office

Lotus SmartSuite

Other Office Suites

Other Competitors

Market Segmentation

Target Markets

Non-target Markets



Public Libraries




Linux Distributions

Review of the External Environment

Social and Cultural Environment

Technological Environment

Economic Environment

Political and Legal Environment


SWOT Analysis

SWOT Recommendations

Goals and Objectives

Usage Goals

Marketing Objectives

Marketing Project

Strategic Proposals








PR and Publicity

Direct Marketing






Complementary Products


Building the Plan


Personal tools