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Marketing Plan Essay

4888 words - 20 pages

1003MKT Introduction to Marketing

Ethan Low – S2801767
Kevin Abraham – S2806106
Scott Zheng – S2824947
Janith Mahaliyanage-s2806100

anne
ASSESSMENT 2: MARKETING PLAN

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 ...view middle of the document...

This report will argue that by incorporating the tween market as its main target market for the Xperia play. Sony Ericsson will be able to stop the growth in unpopularity, as well as regain and continue to grow in market share.

Introduction

The purpose of this report is to present a study of the opportunities for Sony Ericsson to expand its market share, with its Sony Xperia play model of smart phone. Sony occupies an irreplaceable position in the gaming world, and its subsidiary, Sony Ericsson, also has strong competitiveness in the mobile phone industry. Sony combined mobile technology with their gaming technology, which created the Sony Ericsson Xperia Play, a remarkable innovation and currently the first of its kind in the mobile industry. This puts it in the growth stage.

Xperia Play is currently targeted at young adults and has a good reputation within its target market. The marketing strategy that was implemented is to directly target a specific market. As a result of this it has made the product have a fairly subjective target market which Sony can seek to increase its market share by repositioning the Xperia Play phone towards a younger audience. This campaign will reposition it to focus on tweens.

Situational Analysis
Sony Ericsson currently targets young adults. But it seems that the mobile phone is lost within this market, as the market share the Xperia play holds compared to many other smart phones is very small, even though Sony Ericsson is a well-known and well respected brand. The drop is caused due to the fact that Sony has been targeting the wrong market.
Company Analysis
The marketing decision maker for Sony Ericsson is the Senior Brand Marketing Manager. Sony Ericsson has not been consistent in promotional activities for its mobile phones. Mostly the brand focuses on trying to hold its premium image with marketing mostly focusing on its premium range of smart phones. This has reflected in its sales, it has made consecutive losses since 2010. The most likely reason for its lack of successful campaigns is the lack of resources dedicated to designing and implementing campaigns to attract the right target audience, which is why the company continues to make losses and lose market share.
PESTL Analysis
PoliticalProposed legislation such as the carbon tax which will raise prices of shipping. Many businesses have had to raise the cost of their products to make a profit. Also this tax affects outlet stores in terms of electricity charges, which will again raise the prices of mobile phones as business tend to pass on the cost to consumers rather than bearing it themselves. | EconomicWhile the global financial crisis has affected a plethora of industries. The Australian economy has remained relatively strong with per capital households spending an average of $40000 (CIA 2010). Despite this consumers have cut back on spending, specifically on items such as food, entertainment, clothing, cars and mobile phones....

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