Discuss about The Marketing plan of New Game LLC (MNG) Organization.
Executive Summary
The mobile New Games LLC (MNG) Company develops the mobile games that are based on the current events. [1]On this marketing plan it will illustrates on the marketing strategies that are employed by the company to ensure they meet on the current opportunities in the market, they evaluate on the risks, the SWOT analysis, and to align the strategies in accordance with the overall objective of the company. Moreover, the market plan would focus on the various tactics in the implementation of the strategies. Some of these tactics are aimed on the scheduling, the aspect of costing, accountability and the responsibility of each individuals.
Marketing strategies determination
Marketing objectives
This plan would provide an insight of the product awareness through the internet advertising through the website. There will also be promotion of the product once it has launched. Another objective of the plan is to generate revenue, which is over 300,000 dollars on terms of sales by the end of the year.
SWOT Analysis
On this aspect there was need to look at the SWOT analysis in order to determine the strengths, the weaknesses, the opportunities, and the threats.
Strengths
On the[2] New Games LLC product, strategy of differentiation is because of a strong marking orientation, the commitment to the high quality and the provision of the support services.
Weaknesses
On the weaknesses, there is lack of the diversification for both the products line and the users of the products. Depending on the current state of the market, there could be a breed of competition from other game companied. (Jain, Subhash and George 2009)There is also issue of the problems on the productivity of the products due to the season nature and the excessive stress from other individuals in the organization.
Opportunities
Because of the advancement in the technology, there is greater efficiency in the development of the games. In addition, there are greater avenues for advertisement of the products example at the internet, and the social media. The use of this method of advertisement there is creation of opportunities of the new clients.
Threats
There are issue of the outsourcing of the experts, the resizing of the company has caused headache on to the management, which has altered on the business growth (Cohen 2005). There is also the theft from the personnel the codes of a particular game especially the outsourced people. This issue has clearly indicated it is not easy to control and has posed great losses from the company especially when these individuals sells to the competitors the information.
Target markets
[3]The target market is for the customers who are at age of thirteen to twenty five years of age who enjoy playing the video games and they have a mobile phone that can be able to download.
The market definition and segmentation
The market plan is aimed to target two segments. The users of the game and the organization in which want to reach the customer. These customers enjoy the creative experiences that is offered by the games.
Target market segmentation strategy
The focus on the strategy is to develop on the initial set of the libraries, which contains the game attributes, which can be combined to the creation of a new game. On the launch of the first set of the games, the company will stay in touch with customer through the various online methods, like the social media. When the creation of the library market is done, the marketing aspect would be more effective.
The plan of tactics
In order to implement of each of the marketing strategy there is need to look at the different tactics to effect on the marketing. One of the aspect is the scheduling. On this aspect, it would be important to allocate the right time to launch the products. There is also the need to look at the cost of the marketing prospects. The company has laid a cost benefit plan of marketing of the products on the launch. Nonetheless, some of the employees have been given various role in the plan of the marketing of the product. This is so that to provide the accountabilities and to note the person who are responsible for each of the outcome.
Marketing mix
On the marketing mix, various strategy is employed. Some of them are the product strategy, the [4]distribution strategy, promotional and the pricing strategy. On the products strategy the company has produced high quality products of which are aimed at meeting on the consumer satisfaction. On the distribution strategy the company aims at distributing its products through online shop, more so on the apps store. (Cohen 2005) On the promotional strategy, the company will communicate with the customer through various ways example the social media. On the last strategy is the pricing strategy. On this strategy, the products would be priced according to the competition in the market. The price of the products would also be friendly to the target group of lovers of the games.
Budget, schedule and monitoring
The company will enjoy a steady increase in the sales if the plan is followed well for the next three year. In the figure below, it shows the sales by the year basis if the plan is implemented well. On the various parameter they show how there would be increase from the number of the games downloaded, the sponsorship and the custom games for the different corporations.
[5]On the budget, the marketing expenses are for the staff who are required to do the activities of the marketing. There is a vast of the tools of the software that needs to be implemented on these activities.
Part A Questions
The marketing options that can be included in the plan are the place options, the product, promotion and the distribution options. On the product options, entails of what the customers want from that particular product or the service. (Cohen 2005)They need a product that would satisfy their needs. On the place option entails where the customer can buy or purchase the product or the service they need. If it is in a store, they asks themselves what kind of the store is it a supermarket, or the online store? On the price option, it entail the price of the product or the service the customer wish to buy. (Cravens, David and Nigel 2006)The customer needs to know the cost of the products and if there is a provision of a discount option. On the next option is the promotion, it look at where and when can one get across the marketing message to the targeted market. It is important to look at the audience that are intended the message and the platform to communicate it.
The marketing strategies are the following; product strategies, promotion strategies, pricing strategies, and the position strategies. There are various marketing approaches as follows. The product approach or the commodity, the institutional approach, the functional and the decision making approach.
The ADMA Code of Practice was initially developed in order to set the standards of the conduct for the direct marketers, the minimization of the risk of breaching the legislation, the promotion of the culture to the best practice (Mason 1906). Nonetheless, to serve as a benchmark in the settling of the disputes. This code set the required standard of the conduct for the participants to the direct marketing industry that is in relation to the individual and consumers.
On this model, it sets the standards for the consumer protection in e-commerce. It provides the industry the groups and the individual businesses with the voluntary model code of the conduct when dealing more with the consumers online. This is underpinned in the several areas of the legislative requirements.
iii) Australian Government Policy Framework for Consumer Protection in Electronic Commerce
On this policy framework, it seeks to enhance on the consumer confidence in the electronic commerce by providing on the guidance to the business entity on how to deal with the consumers (Mason 1906). This is often used when they are dealing with the consumers when they are engaged to the business to consumer electronic commerce. The principles that are on this guideline are not mandatory but they provide the business, with the valuable guidelines in various areas to where consumer experience the electronic commerce.
The defamation law was essentially developed to provide the recourse for the people to whom reputation may likely to be harmed by the publication of the information about them. In essence, the defamation laws is to balance on the protection of the reputation of the individuals with the freedom of the speech. (Mason 1906)On the copyrights law it protects on the legally enforceable rights of the act of the creator and the artistic work. On the privacy law, it protects the individuals of their rights to keep their privacy information. Any information that is to be put on the internet needs to be consented with the permission of individuals.
The regulation of the contests and some of the other promotional programs may involve the aspects of both the federal and the state law, which depend various factors that include the type of the promotion, which is being offered, and to the person of whom it is directed, and the value of the price given.
[6]The Anti-Discrimination legislation laws is to create an equality that is between all the individuals through the aspect of the race, sexual, and any other discriminations. The discrimination laws are; the age Discrimination Act of 2004, the disability Discrimination Act of 1992, the racial Discrimination Act of 1975 and the sex Discrimination Act of 1984. On the Age Discrimination Act of 2004 is an act of the parliament of the Australia, which prohibits on the age discrimination in some of the areas like employment, the accommodation and the education. On the racial Discrimination Act of 1975 stipulates that racial discrimination occur under the circumstances of RDA when an individual is treated less fairly than another person is in similar circumstances because of their race, the color or even ethnical origin. It is against the law to discriminate based on these areas. (Mason 1906)The Disability Discrimination Act of 1992 law promote the rights of the individual with the disability in certain areas example of the education, and the provision of the goods and the services. On the last legislation of the act is the Sex Discrimination of 1984.on this law it prohibits discrimination of the people against sex, gender identity, relationship, and the marital status.
vii) Trades Practices Act 1974
The trade practices Act of the 1974 is a federal law, which deals with the aspects of the market. Some of this aspect are unfair practices in the market, safety of the products produced, monitoring of the price.[7] The essence of this law is to inhibit on the unethical practices from the competitors and provide the customers with the confidence when dealing in the business.
viii) Equal Opportunity
On the aspect it stipulates that all the people be treated equally or similarly without favor and without hampering of any of the artificial barriers or the prejudice. The aggregation of the policies and the practices in the employment of the people should not discriminate the people against basis of the race, the color, nationality, religion and the originality.
Viiii) Free TV Australia on commercial Television Industry Code of the Practice
On this code of practice, it reflects on the Australia modern digital media landscape, and upholds of the community standards and to ensure the appropriate viewer of the safeguards. The code draws on the extensive community consultation and it has been registered on the Australian communications and the media Authority.
The main marketing research processes are the following; one of the aspect is to define on the problem and the objectives. (Churchill, Gilbert and Dawn 2006)In understanding on the business problem, you will keep the research on to the focus. The second aspect is determination of the research design. The choice of the research instrument should be based on the data. (Cohen 2005) The third component is the design and preparation of the research instrument. This component entails the design of the tools of the research. The fourth components is collection of the data.it is achieve through carrying of the interviews, surveys and the focus groups. The next step is to analyze the data. On analysis, entails use of the software example the SPSS, Excel and the Minitab. The last aspect is to visualize on the data and communication of the results.
On the Ansoff Matrix is essentially a tool for the strategic planning which provide a framework in which help the executive, the marketers, and the managers in the devising of the strategies for the future growth in the organization. On the matrix, it suggests that the business would attempts to grow depending whether they are marketing new or the existing products in a new or a market that existed. (Jain, Subhash and George 2009)On the product life cycle is a component that is significant in the marketing. It essentially describes the stages in which the product passes from when the product it was essentially thought, for and when it was removed from the market. It is also important to note that note all the products that would reach the final stage, some of them will grow and other may rise or fall. (Jain, Subhash and George 2009)The sequence in which the product moves from these stages of growth, the maturity and the decline is what we call the product life cycle.
[8]The SWOT analysis is a model that analysis on the organizations, strengths, weaknesses, opportunities, and threat so that to create on the marketing strategy. It is important for the organization to identify on the things they can do or they cannot do. (Cohen 2005)The analysis of the SWOT analysis is important in the marketing plan since it would enable the organization to determine on the factors that are preventing the organization in the achievement of the objectives and the goal. It would enable to identify the opportunities, and the obstacles impeding the organization.
[9]Market segmentation refers to a marketing strategy that involves dividing on the broad market target into the subsets of the consumers, the business and the countries in which they are perceived to be. (Jain, Subhash and George 2009) The essence of the market segmentation is to identify on the target group of the customer and provide the information for the elements of the marketing plan. There are various types of the market segmentation they are; the geographical segmentation, the demographic segmentation, the behavioral segmentation and the psychographic segmentation. (Churchill, Gilbert and Dawn 2006)The market positioning entails the place in which the product occupy on the mind of the consumer relative to that of the competitor product. The positioning is perceived as the brand functionality element as compared to other of the brands. If the product positioning is effective it is likely, create a brand that is powerful and if poorly done the brand is ruined.
On the branding, it refers to the process of the creation of the unique images for the product in the mind of the consumers. The branding is achieved through advertising campaigns through use of the themes that are systematic in relation to a particular product. The branding of a product helps in the establishment of the products that are differentiated in the market and they are able to attract the loyalty of the customers.
Churchill, Gilbert A., and Dawn lacobucci. Marketing research: methodological foundations. New York: Dryden Press, 2006.
Cohen, William A. The marketing plan. John Wiley & Sons, 2005.
Cravens, David W., and Nigel Piercy. Strategic marketing. Vol. 7. New York: McGraw-Hill, 2006.
Jain, Subhash C. and George T. Haley. Marketing planning and strategy. Cincinnati South- Western Publishing Company, 2009.
Mason, Sir Anthony. “Future Directions in Australian Law.” Monash University Law Review 13, 1906: 149.
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