NAV is a Washington, D.C. based web design agency that was founded in 2013 by Michael Aleo. The company specializes in creative applications of web design and seeks to build its distinctive competency around the provision of quality, innovative services. As the founder and CEO, Michael Aleo contributes greatly to the achievement of this mission. Prior to founding NAV, Aleo gained experience as a web designer by serving as an Art Director for President Barack Obama in the Office of the Whitehouse (Mason, 2014, p. 3). Further, Mike possesses over ten years of experience in the field and has designed websites for the federal government, Fortune 500 companies, national associations, and non-profit organizations (Mason, 2014, p. 3). Through his extensive experience, Aleo plays a significant role in setting the direction of his organization.
There are many talented firms in the web design industry with equal capacities to provide creative services. Thus, the main problem that NAV will face is distinguishing itself from other notable services in the market. As the 2014 marketing plan for NAV reveals, the company intends to increase its market presence through a strategy of focused differentiation. In order to solve the problem of competing against other creative talents, the company plans to target market segments that demand the highest quality and leading innovation. To achieve both aims, NAV hires the top talent in the industry and invests heavily to enable its team members to exceed the expectations of clients (Mason, 2014, p. 2). The company has also launched Otonome, which utilized Bluetooth Low Energy technology to increase connectivity between Internet users (Mason, 2014, p. 6). By tailoring its services to this emerging technology, the firm can potentially become a leading authority in designing Otonome compatible digital experiences. By targeting consumers who value a high degree of expertise, NAV hopes to become a leader in the market for high-end web development services.
Mason, A. (2014). Request for proposals international marketing plan: Executive summary. Retrieved March 6, 2014, from http://nav.com.