...Blue Ocean Strategy MKT/421 September 1st, 2014 Blue Ocean Strategy The term Blue Ocean is slang for an uncontested market space in a known industry or innovation (Investopedia, 2014). The cell/smart phone industry is constantly looking for new Blue Ocean market space to gain a temporary edge on the competition. Look at how mobile phones have evolved from simply being able to make calls to text, email, cameras, video cameras, mp3 players, internet access, streaming videos, bar code scanners, GPS and voice recognition. One of the new Samsung Galaxy phones even has a feature that pauses movies if the phone senses that you have looked away from the screen. Each company is trying to find the next new thing that no other company is doing in order to stand out from the competition. This is a Blue Ocean strategy. Find an unexploited niche in a market and be the first to market with a product that fills the gap. This is an important strategy since Red Ocean market space, named so for water bloodied by competition in a saturated market (Investopedia, 2014), often leads to companies unable to compete and forced to shut down. Take Blockbuster for example, they had significant market share and seemed to be a solid competitor in the movie rental market. That is until Netflix found a Blue Ocean in mail order rentals with no late fees and streaming video rentals. Blockbuster tried its own mail order rentals and streaming video but they soon had even more competition with...
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...In 2004, Nintendo had a number of strategies available to change the company position in the market. It had become more than clear that following the same tactic would not allow them to overlap its competitors. In order to growth further, Nintendo could integrate the opportunity to reduce costs and expand into other markets at the same time. Secondly, and maybe most promising, they could explore different consumers segments, which would enable Nintendo to reach market opportunities that had been ignored by Sony and Microsoft so far. VERTICAL INTEGRATION After analyzing its core competences, the costs, benefits and risks involved, Nintendo developed a strategy based on internalizing as much as possible gaining substantial influence in the final products. This allows the company to outsource primarily activities in which either they possess a low level of core competencies and/or transaction costs show clear disadvantages in internalizing. Nintendo follows a fabless production model (derived from “fabrication-less”) which means that all production processes are outsourced to external suppliers and production factories and then sent and assemble in Nintendo-owned factories. By avoiding investing money on expand vertical, the company reduce their transaction cost by outsourcing the manufacturing and still manage to maintain lower retail prices than competitors. This result in a different vertical integration compare to the previously existing model allowing Nintendo to succeed...
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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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... C3206262 Haydon Potter C3207158 Table of Contents Executive Summary 2 Introduction 3 Market/Customer Situation Description 4 Industry & Product Category 4 Segmentation Bases & Variables 4 Demographic 4 Psychographic 5 Target Market Description 5 Marketing Situation Description 6 Product 6 Price 6 Promotion 7 Place 7 Process 7 People 8 Physical Evidence 8 Competitive Situation Description 9 Macro-environment Forces Situation Description 10 Demographic 10 Economic 10 Natural 11 Political 11 Technological 11 Socio-Cultural 11 SWOT Analysis 13 Strengths 13 Weaknesses 13 Opportunities 14 Threats 14 Main Opportunity Description 15 Conclusion 17 Reference List 18 Executive Summary This report comprises an analysis on the current and projected marketing performance of Nintendo. After careful and extensive research, a comprehensive analysis of these situations provides an insight into the anticipated future of the company. This will allow Nintendo to evaluate their current marketing situation and make appropriate changes in order to increase the effectiveness of any future marketing campaigns. The methods of analysis include: * An analysis of the current market/customer situation, this provides an insight into what markets Nintendo is currently targeting, what markets it is competing against and the consumer’s behaviours towards the brand and products. * The application of the...
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...designing a new video game system called the Famicom, which aimed at being cheaper while having better graphics and games than the competitors. One of Yamauchi’s initial moves that proved to be a smart strategy was an implementation of a security chip in the cartridge. This allowed for only Nintendo-approved games to be played on the Famicom. Atari’s failure can mainly be attributed to the mass of games being developed by numerous third parties that diluted their game library. Nintendo knew that in order to avoid this, they would have to be more particular with who made their games, and how often these games would be released. Nintendo was able to get off to such a great start due to their smart business choices early on. They were able to get the necessary chips at the rock-bottom price of $8, due to the fact that they placed a three-million unit order. They then used their lower costs to undercut the competition with their system being priced at $100, which was significantly cheaper than its $200-$350 competitors. Yamauchi created a business model where Nintendo’s developers would only produce one or two games per year, but would have access to large development and advertising budgets. In addition to this, the production of the cartridges was subcontracted to allow for a unit cost of $6-$8, which were then sold for around $40. The combination of these two strategies allowed for developers to create a few major hits instead of many mediocre games. What this led to...
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...EdD, PMP General Information |Project Title: |Racing games for Smartphone’s | |Brief Project |Video game production company that makes video games for the popular consoles and now wants to make a version of | |Description: |one of their racing games for Smartphone’s hosting the android operating system. | |Prepared By: |Team “D” | |Date: |9/30/2013 |Version: |Three | Background Information VG Production Company is a company that specializes in video games for popular gaming consoles. Founded in 1994, VG has been one of the most successful video game production companies in the United States. Recently, the demand in video game applications for smart phones on the Android market has been growing exponentially. As a result, VG Production Company has decided to extend its video games from consoles to smart phones, starting with its most popular racing game, Extreme Burner’s. Goals and Objectives The goal of the project is to develop a successful application launch of the Extreme Burner’s video game in the Android market. This will include the planning, programming, launch, and maintenance of the...
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...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 mix and target market and provide recommendations as to it can better its performance and stop its trend on consecutively making losses and gain in unpopularity. Sony Ericsson has missed a critical market...
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...A absolute Chinese stock market speculate theory To be an investor especially a speculator who must know how to compete with others, we should both deal with hundreds of operation every year, in market coupled with thousands of up to date news everyday and compete with other speculators which makes market like a game. The reason why Chinese speculators call it as chips theory, is partly in response to serious market manipulation that market is more like a casino ,partly because game theory foundation. Along with security price fluctuate in secondary market, different trading volume appears in different price section which is formed to different buying cost region on one stock. [pic] However, when the stock price increase to $14, investor F joins in and buys 3 shares from investor C which transaction price is $14. Regardless of who make the deal, the chips position changes. [pic] The essence of chips theory is analysis how the chips (stock) exchange from smart capital to speculators or on the contrast direction. The smart capital is the most likely to be the institution investor such as mutual fund ,hedge fund, and pension fund ,who have power to influence the market in developed countries’ stock market, and is those who engage in manipulate the price to earn amazing profit from market manipulation in China. In contrast to developed countries’ well-regulated secondary market, it should be noted that analyzing how chips (stock) transfer from smart capital (manipulator) to small...
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...Why the connected experience revolution is yet to be televised Tony Duarte Connected TVs and second screen experiences have disappointed. Why? Where does the future lie and how to get there? This white paper considers the answers. © 2013 – All rights reserved Fluxx Ltd. | 11th March 2013 fluxx.uk.com Table of Contents Executive Summary The Connected Dream The Fragmented Reality Consumers Broadcast Industry Connected Device Technology Smart TVs Mobile Devices Synchronisation and Mobile Payments Future Imperfect Smart TV Second Screen Advertising and Retail Sociable TV Steps Towards the Connected Dream Living the Dream Appendix 3 4 5 5 6 8 8 10 12 13 13 14 16 17 18 21 23 Why the connected experience revolution is yet to be televised 2 Executive Summary Connected experiences which seamlessly fuse second screens and connected TVs have been ‘the future of TV’ for so long it almost feels like a returning series. Playing along with a quiz show; requesting a product sample during an advert; taking a breakfast news feature with you on your morning commute so you can finish watching; all could be routine. Despite the enablers and technology being in place this seismic shift in the viewing experience stubbornly refuses to mainstream. Why? A number of obstacles stand in the way: • Consumers brought up on a passive, linear TV experience show ingrained lean-back behaviour • The broadcast industry can be risk averse and ambivalent about commissioning multiplatform...
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...Introduction A smart phone is a highly developed cell phone which has more applications than the normal mobile phone. It is a personal device that connects to cellular data so as to provide online services. Smart phones have different capabilities in comparison to a normal cell phone. It can check e-mails, make phone calls, and browse the web in its basic form. Examples of smart phones’ operating systems today include, Android (Google), iPhone (Apple), Windows mobile (MS), Blackberry OS (RIM), and S60 (Symbian). These operating systems allow their customers to use different applications for their needs. Smartphone users have an access to the internet. This means that extremely many things can be done by a small device that is portable and one can carry it around everywhere. The users have internet on their pockets (Reed, 2010). The Smartphone is more than a phone and more than a computer. In America, today, 42% of phone users have Smart phones. Smartphone became a revolutionary innovation when Apple released its first generation of Iphone (Reed, 2010). This became a benchmark for Smartphone makers to adhere to in order to gain the market share in the Smartphone market. Today each company is trying to come up with the best smart phones so as to be able to compete with others. IPhone reinvented a Smartphone in 2007. Nowadays, most Smart phones support a number of applications that users can download. For example, Apple’s App Store on iTunes enables program users and developers...
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...Executive Brief 1 Tuttle, Brad. "Save That $4 Million! 3 Smart Super Bowl Non-Advertisers Read more: Super Bowl's Smart Non-Advertisers." TIME Business& Money. N.p., 03 Feb 2014. Web. 17 Feb 2014. <http://business.time.com/2014/02/03/save-that-4-million-3-smart-super-bowl-non- advertisers/>. Green, Laura. "Esurance builds its brand power to attract new customers." Smart Business. N.p., 31 May 2012. Web. 17 Feb 2014. <http://www.sbnonline.com/component/k2/14-northern- california-editions/23825 During, or should I say after, Super Bowl XLVIII, Esurance engaged, in my opinion, in a genius marketing campaign. What intrigues and motivates people more than money? There’s probably not very much. According to an article from TIME, Esurance purchased the first commercial after the big game. During the Super Bowl, a 30 second time slot cost companies a grand four million dollars. Esurance saved itselves 30 percent with their post-game purchase, so they decided to take the 1.5 million dollars saved and give it back. The online based company decided to give away the money to one lucky winner, and all that had to be done to be eligible was to tweet “#esurancesave30” within thirty-six hours of the commercial’s first airtime. The company decided to use their savings to “try and spread the word about how uber-efficient we are.” In the past, Esurance had difficulty in terms of gaining customers based on their advertising. The company new it needed a revamp...
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...“We want to be the field for the player. With twenty (20) combined years of experience within the sport, we want a field/pro-shop/organization that players are proud to call home. We understand how important quality products, time spent on games and the correct supporting staff affect the overall experience. We will not be the field people talk about negatively. An organization owned and operated by players, for players.” Prior to the purchase of the field, our client has been conducting market studies and researching our target demographic for this particular sport, and the future sports we would like to bring into the company as well. This will give them a better idea on where/how to advertise current and future endeavors. Also within this demographic, our client will be launching an online retail store to help better satisfy our demographic that purchases more online rather than in person. This will also roll up into our customer satisfaction study that we have been conducting at neighboring fields around Pennsylvania and New Jersey. The largest part of this sport is driven from customer satisfaction and interaction. People/players are what drive the sport. Since the sport is not as popular or commercialized as other organizations, player feedback is vital. If the consumers have a bad experience, it can become known very quickly within the “paintball community”, which a field may have a hard time or never fully recovered. Lastly, the largest and most exciting...
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...Use Voice, Gestures to Control TV a new wave of TVs this year will provide the option of using voice controls or hand gestures to navigate channels, change volumes or find the right content from broadcasts or the Internet. Samsung recently shipped new interactive TVs that not only recognize hand gestures, but also voice commands with the assistance of a "Smart Touch Remote" control. Lenovo hopes to go beyond voice and gesture recognition with a smart TV that is capable of quality gaming. Panasonic has already shipped some of its latest Viera TVs in the U.K. with Nuance Communications' Dragon TV platform, which allows users to speak out channel choices or Twitter updates. Samsung Smart TV Samsung a few weeks ago started shipping new TVs that users can control simply by speaking or moving their hands. The interactive TVs include the Smart Touch Control remote, which has a microphone to take in voice commands that are then transmitted wirelessly to a TV set. The TV responds to simple commands like "volume up" or "channel up." Saying "Web browser" opens up the browsing software, and users can also speak directly into the Google search box instead of typing. The remote and TV are linked via a long-range Bluetooth connection, and voice commands are helpful if a user is not in front of the TV. Beyond voice recognition, the TV also has gesture recognition features in which moving a hand in the air allows users to browse around and select features, much like the Nintendo Wii or Microsoft...
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...INDIVIDUAL PRODUCT/SERVICE ANALYSIS GCHAWLA MKT 555 – SECTION 340 JUNE 9, 2010 I recently purchased a Research in Motion’s (RIM) Blackberry Curve 8900. RIM has a commanding 56% share of the $12 billion U.S. smart phone market, and its sales are still accelerating. In fact, according to industry tracker IDC, the bestselling smart phone in the U.S. so far this year by units is not the iPhone but the BlackBerry Curve. The Curve’s competitors include the Apple iPhone and the Motorola Android smart phone. Most people think of Apple as RIM's biggest threat. While that may be true, there is probably no single event that has done more for RIM's business than the iPhone launch. It was Apple that convinced consumers that they could enjoy the ease and power of a desktop in a handheld device, thus opening a vast new market. Overnight the smart phone became, by popular demand, a consumer device. Since the iPhone's introduction in June 2007, BlackBerry quarterly sales have more than tripled, from $1.1 billion to $3.4 billion. Three of the five top-selling mobile phones in the U.S. are now BlackBerrys. Blackberry uses a demographic segmentation approach. Traditionally, Blackberry phones have been targeted to business professionals only. They were not priced or developed for the every day cellular user. The Blackberry Curve 8900 is still primarily targeted to the business professional. The phone comes preloaded with the mobile version of Microsoft Office...
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...Samsung Segmentation and Target Market Paper Samsung Segmentation and Target Market Paper Positioning Statement The world has started to take on a healthier lifestyle. Watching what we eat and making sure to incorporate physical activity daily. In order to maintain these numbers many people have started to use technology to record the calories burned as well as monitor their heart rate while working out. Most people have a heart rate monitor and then have to record their information manually to another program in order to keep track of how well they are doing. Samsung has met with this issue by including a Smart watch called the Gear and the Gear Fit in which connects to its Samsung Galaxy 5 and automatically records information from your work out. The company has also included many other features that go along with the use of both its smart phone the Galaxy 5 and its Smart Watch the Gear and Gear Fit. Samsung has cornered the market with this innovative smart watch introducing a new way to stay fit and get healthy and making it easier to maintain records of all of your fitness endeavors. “Introducing Samsung’s first network-connected wearable.** So now you can make and answer calls when your phone isn’t nearby. You can also check texts, emails, updates— even stream and listen to music, right from your wrist.” (Samsung, 2014) Background “At Samsung, we follow a simple business philosophy: to devote our talent and technology to creating superior products and...
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