...Contents Executive Summary 3 Company Analysis 4 PESTL Analysis 5 Political 5 Economic 5 Socio-cultural 5 Technology 5 SWOT Analysis 7 Strengths 7 Weakness’s 7 Opportunities 7 Threats 7 Objectives Mission Statement 8 Market Objectives 8 Sales objectives 8 Communication objectives 9 Competition 9 Competitive Advantage 10 Customer Analysis 10 Target market Segmentation and Positioning 10 Geographic segmentation 10 Demographic segmentation 10 Psychographic segmentation 11 Targeting 11 Tweens (11 - 12) 11 Young Adults (16 – 25) 11 Other 26+ 12 Select Target Segments 12 Positioning 12 Marketing Mix 13 Product 13 Place 14 Price 14 Promotion 15 Television 15 Printed Media 15 Public Transport 16 Official website and Forums 16 Evaluation and Control 16 Implementation/ Action Plan/ Schedule 18 Conclusion 19 Recommendation 20 References 21 Executive Summary The following report is a marketing plan for Sony Ericsson Mobile in Australia for the 2012-2013 financial years. The purpose of this report is to present a study of the opportunities for Sony Ericsson to expand its business and to become a dominant player. Sony Ericsson has focused on its resources on the young adult market for its mobile phone the Xperia play, but opportunities exist to penetrate the tween market which will be more viable for profit and growth. This Report will critically analyze Sony Ericsson’s current product, its marketing...
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...had described the marketing manager as a "mixer of ingredients". The ingredients in Borden's marketing mix included product planning, pricing, branding, distribution channels, personal selling, advertising, promotions, packaging, display, servicing, physical handling, and fact finding and analysis. E. Jerome McCarthy later grouped these ingredients into the four categories that today are known as the 4 P's of marketing, depicted below: The Marketing Mix These four P's are the parameters that the marketing manager can control, subject to the internal and external constraints of the marketing environment. The goal is to make decisions that center the four P's on the customers in the target market in order to create perceived value and generate a positive response. Product Decisions The term "product" refers to tangible, physical products as well as services. Here are some examples of the product decisions to be made: • Brand name • Functionality • Styling • Quality • Safety • Packaging • Repairs and Support • Warranty • Accessories and services Price Decisions Some examples of pricing decisions to be made include: • Pricing strategy (skim, penetration, etc.) • Suggested retail price • Volume discounts and wholesale pricing • Cash and early payment discounts • Seasonal pricing • Bundling • Price flexibility • Price discrimination Distribution (Place) Decisions Distribution is about getting the products to the customer. Some examples of distribution...
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...1.0 Executive Summary Senheng was founded in 1989, one of the largest consumer electronic retail store in Malaysia. Senheng provides both walk in and online store services which give another alternative for customers to do their shopping. Senheng carrying the tagline ‘Different... Truly Different™’, wishes to be differentiated from other electrical store by providing convenient and unique shopping experience as well as quality services and products to all customers. Senheng provide wide range of electronic product includes oven, fan, plasma tv, laptop and more. The top brand in its outlet is Asus, Bosch, Kenwood, Pioneer, Sony and others. Senheng’s have more than 100 retailer shop and 10 logistic centers throughout the whole Malaysia include Sarawak, Sabah. Besides, Customer may log in to Senheng Online Store at any time of the day. Customers can easily access to quality and value-for-money home appliances offered by the company, as well as the professional service technicians. Furthermore, Senheng encourages customer using their online store because it give benefits time and lower the cost. Senheng giving the free e-PlusOne membership when customer did their first purchase at Senheng, which enable customer to enjoy free delivery for purchases worth RM500 and above within 50km radius from any of Senheng outlets and it will be deliver to the doorstep within 7 working days. In addition, customer can enjoy special member’s price and get extra 1 year warranty on most products. ...
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...CHAPTER 1: INTRODUCTION 1.1: ABOUT LCD TV: A liquid crystal display (LCD) is a thin, flat electronic visual display that uses the light modulating properties of liquid crystals (LCs). LCs does not emit light directly. They are used in a wide range of applications, including computer monitors, television, instrument panels, aircraft cockpit displays, signage etc. They are common in consumer devices such as video players, gaming devices, clocks, displays in most applications. They are usually more compact, lightweight, portable, less expensive, more reliable, and easier on the eyes. They are available in a wider range of screen sizes than CRT and plasma displays, and since they do not use phosphorus, they cannot suffer image burn-in. LCDs are more energy efficient and offer safer disposal than CRTs. Its low electrical power consumption enables it to be used in battery-powered electronic equipment. It is an electronically-modulated optical device made up of any number of pixels filled with liquid crystals and arrayed in front of a light (backlight) or reflector to produce images in colour in 1983. By 2011, worldwide sales of televisions with LCD screens had surpassed the sale of CRT units or monochrome. The earliest commercially made LCD TV was the Casio TV-10 made watches, calculators, and telephones. LCDs have displaced Cathode Ray Tube (CRT) CASIO T10 1 1.2: ABOUT LED TV: LED refers to light emitting diode. An LED-backlight LCD television is an LCD TV that uses LED...
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...Final Major Project How can HMV optimize social media for music promotion Content Abstract 3 1. Introduction 4 2. Industry Context 5 3. Management Issue 9 4. Literature Review 15 4.1 Digital Music Market and Retailer 15 4.2 Social media 18 4.3 Social Media Tool and Music Retailer 21 5. Research Gap and Significance 25 6. Research Aims 25 7. Research Methodology 27 7.1 Research Source: Secondary data 27 7.2 Research Method: Case study 28 7.3 Research Steps 29 8. Research Analysis and Findings 31 8.1 Research Analysis 31 8.1.1 Audience Insight 32 8.1.2 Direct, Simple and Convenient Design 37 8.1.3 Insider Strengthening 39 8.2 Research Findings 41 8.3 Research Recommendation 42 9. Research Limitation 43 10. Conclusion 44 References 46 Abstract HMV is a British entertainment retailer, which is selling music including physical music and digital music. However, HMV does not runs good social media. In this dissertation, I will explain music industry context and HMV’s social media issue, followed by reviewing literatures about digital market, social media and music retailers. Furthermore, I design a research with secondary data research and case study method, and investigate how to deal with HMV’s social media issue through exploring what and how do other successful cases do for this challenge especially on social media. Key words: Digital market, Music, Retailer, Social media, Introduction ...
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...Case Analysis: GameStop Group 4: Elisha Colvin Lance Bobby Dike David DeBlanc University of Houston - Downtown MBA 6208 Marketing Management November 6, 2015 Table of Contents Executive Summary 3 Situation 4 Questions: 4 Hypothesis 11 Proof and Action 11 Alternatives 15 References: 17 Executive Summary GameStop became the world’s largest video game retailer in 2005 with its merger with Electronic Boutique (EB). However, the company’s leadership team was concerned with how to address future challenges with competitors and changing consumer desires and preferences for product acquisition. This analysis provides an assessment of the case study, GAMESTOP, and offers answers to the pressing questions faced by GameStop’s leadership team. Our review and analysis supports that GameStop is well positioned to continue its aggressive growth and retail presence. We provide four primary recommendations listed below to facilitate the company meeting their growth goals and strengthen their ability to maintain their leadership position in the video game marketplace. GameStop should: * Focus efforts on building a larger presence in the European and emerging markets. * Consider varying its product mix, with a larger focus on used items, within its mall stores to drive higher profitability and enhance differentiation in those customers’ settings. * Align with a software developer to establish a presence in the online gaming and social gaming...
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...Promotion Campaign for Amazon Kindle Situational Analysis Industry Overview The eReader market has obviously achieved its maturity stage. Although the first eReaders were introduced already in the late 1990s, the devices had grown in popularity only a few years ago, after the launch of the Amazon’s Kindle in 2007. Since 2006 when Sony introduced the American market to the first so-called “dedicated ebook reader” using electronic ink, a lot of other manufacturers decided to share a piece of the money cake. Soon Sony was no longer the monopolist on the market of this utterly new class of devices. Amazon managed to get the biggest slice of the market thanks to Kindle’s ultimate competitive advantage at that point – wireless download of ebooks, which contributed to an increase in impulse buying. At the moment, not only has the competition among eReader manufacturers escalated, but the consumers are being aggressively persuaded to buy a more multi-purpose device, such as a tablet computer, thus causing a category competition between dedicated eReaders and Tablets, most notably iPads. Growth of the market In recent years, despite tough competition from tablet computers, the eReader market has been experiencing outstanding growth rates. The number of ereader owners in the US has doubled in May 2011 since November 2010 from 6% to 12%, according to Pew Research Center, which is outstanding compared to the growth of tablet ownership: only 60% growth over...
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...1.0 Exclusive Summary The purpose of the strategic essay is to introduce a new white goods outlet at Sydney. In order to successfully enter the target market and launch the store, managers need to carefully manage, operate and design appropriate market strategies. With the development of economic globalization, the relationships between the enterprises are becoming closer. And the enterprises are facing increasingly intense competitions with each other. In this rapidly developing society, marketing is more important for enterprises than ever before. Using the appropriate marketing concept to settle the issues between enterprises and customers is the key to success. This paper chose Sydney as the target location to open a white goods outlet. As the largest city in Australia, Sydney has a population of about 4.4 million spread over 12,000 square kilometers. Sydney is a metropolitan and tourist attraction center which attracts lots of visitors and foreigners from all over the world. The consumer base of Sydney is huge and the demand for high quality appliance and facility large. This paper is a critical analysis which describes the existing market environment and industry information. The paper firstly gave a brief introduction about the local retailing industry. The following part of the paper defined the mission and the marketing objectives of the target white goods outlet and re-emphasis on the Five Forces model. Implementation plan is more explicit which describes the market...
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...competitive advantage and enhances profitability, thus providing value to the customers is the mission of XILO Telecommunication Co Ltd. Its telecommunication services for its customers and corporate levels. The Opportunities for XILO Telecommunication Pvt. Ltd ranges from converting the weaknesses in to strengths. Expanding mobile phone market, Introduction of newer technology and services, Un-reached rural areas to be brought under Retail Network, Product diversification, are the opportunities which can open the doors of possibilities for the Company to perform better in the industry. This report is composed of 9(Nine) chapters, which are further divided into different parts. In the first chapter, the introductory portion have been presented introduction of Company, objectives, service, market & financial consideration of the company. Chapter two consists of SWOT analysis & Chapter three deals with Company summary and ownership. Chapter four consists of service description, competitive comparison and technology. In chapter five, market summary analysis is described, chapter six includes marketing strategy. Chapter seven, eight and nine consists of sales forecast, HRM and Financial plan. In spite of our heart and soul effort there may be some mistakes and unforeseen errors, which may arise due to my naive or inexperience...
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...1.0 Executive Summary Since 1999 TiVo has been on the market. Its inventors, Jim Barton and Michael Ramsey, created TiVo to be a “home network.” TiVo has partnerships with Sony and Philips to market and distribute the product. Best Buy, Sears, and Circuit City all sell TiVo nationwide. TiVo is a device that allows the user to move to another program more efficiently. The system is able to remember the consumer’s favorite programs and record those programs. It also gives you the capability to pause the program that is being watched and also fast-forward through commercials or parts of the program. Another capability is to use slow motion to analyze what is being watched. 2.0 Situation Analysis TiVo is in its fifth year of being on the market. The demand has been increasing since its debut in March of 1999. It is a complement to any television watcher. The basic marketing need is to provide a product that will enable the consumer to have a more enjoyable television watching experience. 2.1 Market Summary We know what our customers want by the feedback current customers have given us. We receive other information from surveys that tell us what the customer expects and demands out of our product. Target Market 20% 50% 30% Young Adults (1925) Career Age (25-45) Middle Age (45-65) 2.1.1 Market Demographics The profile of the TiVo customer consists of the following geographic, demographic, psychographic, and behavior factors: Geographics • The target market is located throughout...
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...product life cycle has started again with the recent introduction and phenomenal success of the Nintendo Wii. As of the end of the 2010 first quarter Nintendo Wii had lifetime sales of $68 million, holding 49.1% of the market share. Unfortunately production supply has become significantly depleted and current capacity demands are not being met. With the holiday season drawing nearer, George Harrison, Senior Vice President of Marketing for Nintendo must analyze the market to determine a cost effective solution that will allow Nintendo to maintain adequate inventory levels to avoid a supply shortage. Details of George’s decisions include: distribution levels; to whom; at what price; and how (online vs. in-store). Nintendo objective is not to compete directly with Sony PS3 or Microsoft’s Xbox 360, instead Nintendo believes that it can target the broader audience in order to successfully diversify and gain competitive advantage. The six alternatives that Nintendo has to choose from in order to address the underlying issues currently being experience with supply shortages include: 1) Increase production...
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...Sony PS4 – 100 Summer Day Challenge Executive Summary 3 Introduction 4 Project Aim 5 Project Objectives 5 Market Analysis 6 SWOT Analysis 10 Practical Point of View 11 Financial Projection 13 Conclusion 14 References 15 Appendices 16-18 Executive Summary The PlayStation is and has been a dominating force in the area of gaming consoles ever since its debut in 1995. Sony has created the ultimate entertainment magic box for young people, and the number of people who own a PlayStation 4 is close to 20 million as of January 2015, just over a year since its release. Our project focuses on one certain aspect: the health of people aged 13-21 who owns a PS4. Our proposal is that we include a Sony SWR10 fitness smart band in the PS4 box, launch a marketing campaign before Christmas and on Boxing Day in Australia the console plus smart band will go on sale together with a game from EA games. Then we introduce the 100-summer days challenge. This is the core of our project, we will offer rewards to people who use their smart band in healthy activities, and based on walking distances or calories burnt that will be recorded in the smart band, and after implementing the software to synchronize this data to the PS4, users will be able to claim their rewards on the rewards website that Sony has. We are giving gamers the incentive and encouragement to get out there and live a healthy lifestyle...
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...History………………………………………………………………………………………………………………….....3 3. Current Market of Sony Corporation………………………………………………………………………..3 4. Organizational Orientation……………………………………………………………………………………….4 5. Sony's current Market analysis…………………………………………………………………………………4 6. Sony’s Orientation……………………………………………………………………………………………………6 7. Sony's Competitive Advantage Analysis……………………………………………………………………7 8. Porter's generic strategies………………………………………………………………………………….......8 9. Porter's competitive Forces………………………………………………………………………………........9 10. Marketing Mix………………………………………………………………………………………………………..11 11. Sony’s Product Mix and Product Line……………………………………………………………………..12 12. Price Mix………………………………………………………………………………………………………………..14 13. Sony’s Promotion Mix………………………………………………………………………………………......17 14. Sony‘s Place Mix…………………………………………………………………………………………………….18 15. Sony‘s Distribution Channels………………………………………………………………………………….19 16. Sony Corporation's Success………………………………………………………………………………….…20 17. SWOT analysis…………………………………………………………………………………………………........22 18. Recommendations to maintain Competitive Advantage…………………………………….…..24 19. Conclusion………………………………………………………………………………………………………….….25 20. Bibliography / References………………………………………………………………………………….....27 Introduction: Sony is a leading corporation primarily operating in electronics. They are leading manufacturers in electronic goods. Sony holds a great quality and technological leadership in the market. Sony products are in the fields of entertainment, communication...
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...The Analysis of PlayStation of SONY Corporation NAME: Mei Zhang Yixuan Yao Zhaorui Liu Yong Zhang In this case we choose the SONY Corporation. SONY Corporation (NYSE: SNE), commonly referred to as SONY, is a Japanese multinational conglomerate corporation headquartered in Minato, Tokyo, Japan and the world's fifth largest media conglomerate measured by revenues. SONY is one of the leading manufacturers of electronics products for the consumer and professional markets. The Game is an important industry, SONY launches "PS3" in the middle of 2006, and it also strengthens self-developed video games software. We focus on the PlayStation of SONY Corporation to analysis the market structure and the competitors (XBOX of Microsoft, WII of Nintendo) A. Nature of demand 1. The buyers currently go about buying existing products of SONY considering the number of stores shopped, the consumers will feel that the more stores sell one item, the more popular the product is. For example, there are many different types of SONY Digital Single Lens Reflex Camera, but most stores only sell α35,α390, buyers may propensity to buy this two types. Buyer will buy SONY`s products when they are sold in different stores. The buyers also consider the industrial sources, as a consumer, we all want to the best raw material, intermediate material and final material, thus the industrial sources is the key factor. The display screen...
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...Blockbuster Analysis Company Background Information The first Blockbuster store opened in 1985 in Dallas, Texas and has now expanded to operate 6,500 video rental stores (“Blockbuster Inc.,” n.d.). The chain began as a competitor to smaller video rental stores with a much wider selection in movie and eventually game rentals (“Blockbuster Inc.,” n.d.). Blockbuster quickly grew and opened stores across the nation along with its first stores in London and Canada in the late 1980s (“Blockbuster Inc.,” n.d.). In 1994 Viacom bought out Blockbuster after the company had acquired two music companies, Sound Warehouse and Music Plus, making it a very successful corporate giant in the video rental business (“Blockbuster Inc.,” n.d.). Although Blockbuster has faced many challenges with its “new ownership, increased competition, and a relatively soft market for videos,” Blockbuster has been able to remain in the movie rental industry (“Blockbuster Inc.,” n.d.). Despite the company’s struggles and dwindling cash flow in the late 1990s, Blockbuster decreased its rapid expansion, but slowly continued to open stores so that it featured a store close to every large neighborhood in the country (“Blockbuster Inc.,” n.d.). Currently, Blockbuster is still facing struggles in the video rental industry but is working to compete against its newer main competitors, Netflix and Redbox (Merced, 2010). After filing for bankruptcy in late September of 2010, Blockbuster was purchased by...
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