Marketing Plan
Executive Summary
The star Mobile Gamer Corporation develops mobile games that are associated with the contemporary trends. The company is in its first year of operation. The prime issue facing Star Mobile Gamer is based on how profits can be increased strategically while making proper use of the available resources to create consumer satisfaction. This marketing plan is an illustration of the company’s market segments and strategies that are being applied in acquiring consumers in developing a solid revenue background. The company is not just a developer of trendy mobile games given that its unique commitment to developing games with a trendy twist offers it a probable advantage over the rivals by providing consumers with a fresh outlet for enjoying technological games. This fills the existing market gap and also expands the company’s reach to those that are not interested in mobile games yet they are overwhelmed by the side-splitting strategy that the company uses. The evaluation of the corporation’s inner and outside strengths and faintness serves as the strategic foundation for the marketing analysis and plan. This plan is focused on the corporation’s growth strategy and recommending ways through which sustainable consumer relationships can be built as well as new product and services development targeted to a particular consumer segment.
Market Analysis: Marketing Environment Analysis
Competitive Factors
The general competition in the gaming industry is particularly high both on regional as well as local grounds but weak in the national level. However, the mobile gaming sector is growing rapidly based on mobile availability and the fact that close to all the young individuals owns a mobile device that has the capability of handling mobile applications (Ferrell & Hartline, 2011). The corporation has the potential of being competitive given that it does not only focus on mobile games but those that feature trendy activities from the contemporary society which makes it a differentiated one (Ferrell & Hartline, 2011). However, with the popularity growth of mobile gaming, it is expected that competition will grow further thus creating the need for strategic positioning.
Economic factors
On the global and national ground, most corporations have lowered their general marketing expenses based on the increasing need to lower operating costs. However, the achievement of this has mainly been facilitated by the general growth of the zero or minimal cost in relation to social media advertisement (Ferrell & Hartline, 2011). While the marketing costs are being reduced however most corporation is turning the larger portion of their budgets towards sales and specialty marketing. Based on the slow and faulty economic forces most corporations are expected to continue with the trend by focusing more on value creation.
Political factors
Based on the operation of the gaming industry political factors are unlikely to affect the operation of the corporation. However, government regulation and policies that regulate the provision of this games are more likely to affect the general adoption of gaming particularly to the youths (Lamb, Hair & McDaniel, 2013). Political crises are the prime events that have the highest potential of affecting the Star Mobile Gamers Company’s operations.
Legal factors
In the most recent years, governmental regulatory are forced on ensuring that gaming that can harm the wellness of the public and particularly the unsuspecting youth and teenagers are curb. This is on the grounds that gaming has been linked to contributing to the rise of violent and undesirable behaviors with poor social as well as academic performances (Ferrell & Hartline, 2011). However, the company is different given that it only focuses on the trending events that holds positivity and that holds a comic touch rather than being destructive (Lamb, Hair & McDaniel, 2013). Thus while some legislation policies may be placed in curbing or controlling the tide of gaming that is delivered via both computer and mobile application the fact that the company is focused on trendiness is an indication that the company will not be affected by the increased legislation regulation.
Technology forces
The prime emerging technological trend incorporates the use of mobile devices in accessing innovative application that offers some kind of entertainment. In addition, to the use of social sites by most individual’s mobile use is the most growing trend (Lamb, Hair & McDaniel, 2013). The company will acquire maximum gains from the use of the social media sites in creating awareness among the public and increasing familiarity and curiosity towards the use of the applications. Contrary to the use of media and print marketing the technological social sites have created the general capability of operating at reduced costs based on the low advertisement cost (Lamb, Hair & McDaniel, 2013). In addition, the sites have the capability of reaching even a wider group within the lowest period.
Sociocultural Factors
In today’s contemporary society individuals have limited time for leisure based on the growing academic and economic participation need. In this context, the primary products or services success aspect lies in affordability, flexibility, usage ease as well as convenience (Lee, 2016). In other words, if the products that are being offered fails to save money and time and are not easy to utilize without necessitating the application of skills or particular knowledge then they consumers are bound to ignore and switch to other products. In this context, the trendy mobile games suit the preferences of the consumers adequately on the context that they are affordable, convenient, flexible, easy to utilize and very entertaining which is of essence in relieving the daily economic and academic stresses (Lee, 2016). In addition, the products fit with different societal trends in that it is a major shift towards an entertaining society as well as the increasing dependence on technological mobile and computer based products.
Target market
The company’s ideal consumers are aged between 13 up to 35 who own mobile devices that permit downloads application and those that enjoy video gaming. The group was mainly selected based on its ability and will to try technologically based products based on curiosity as well as contemporary pressure. The market segment is highly exposed to income as well as the required devices for their participation (Lee, 2016).
Market Definition and Segmentation
The company’s main targets are two different segments which are comprised of game users as well as corporations that require the application and development knowledge for both of the segments the consumers have both mobile as well as computer understanding and enjoys innovative and trendy experiences.
Mobile Game Consumers
There are two differing consumers that describe the mobile gaming demographic which are teens which incorporate the pre-tees and youths. For the objective of the marketing plan the segment of the youth will incorporate individuals aged 18 and beyond given that they are the most involved in technological products use based on statistics. The company offers both free and paid games. The free version offers a taste of affordability and trendy without any cost commitment while some features are disabled to advertise the running of the subscription version. The paid version is comprised of more aspects.
Marketing Objectives
Star Mobile Gamers corporation is the business that seeks to create an amusing surrounding for the consumers by offering convenient and affordable services. Besides the need to formulate a consumer and a market oriented mission the company seeks on increasing its products sales and revenue rise by at least 15 percent each year for a period of three years so that it can acquire stability. There is a need to increase sales on the grounds that in sustaining an effective business without any operative debts there is a need to attain financial stability which can best be acquired via increased sales and maximization of profits (Lee, 2016).
SWOT Analysis
Strength
The strengths of an organization are defined as the competitive competencies that offers a corporation the advantage of meeting the needs of its consumers (Pride & Ferrell, 2014). To begin with, Star Mobile Gamers differentiation approach is generated by having a strong market oriented base, quality commitment, innovation and services and products differentiation. In addition for a corporation that has a good reputation employee’s turnover rate is usually minimal. Given that it is an innovative corporation that is focused on creativity and targets the young generation it holds a great potential of acquiring a significant consumer segment based on low competition in the trendy gaming industry.
Weaknesses
The primary weaknesses possessed by the corporation is that it holds fewer employees and limited operative funds as well as resources. Having less individual’s results in the reduction of knowledge as well as creativity that is required in sustaining the quality experiences and innovative held by the corporation. Creativity is of essence to this corporation given that it is something that the organization depends upon. In addition, the company’s products despite the fact that they are highly differentiated they lack diversity and the dependence rate on the broader target may result in the invitation of more competition that may lower the satisfaction rate. The small sized corporation hinders both development and the creation and expansion of fresh business opportunities (Pride & Ferrell, 2014).
Opportunities
The gaming industry is readily developing and consumers are highly aware of its innovative nature and the associated benefits (Shankar & Carpenter, 2012). The gaming industry generates more than a hundred million every year and it is anticipated that the market will experience a growth rate of about 10 percent in the next year. Therefore the company has a significant potential growth within the market. In addition, gaming has not just be adopted highly on the grounds of entertainment but it has generated undoubted technological efficiency and innovation development despite the growing economic stress. Personal mobile devices have grown to be very common and the popularity has been gained by almost all the mobile devices users (Shankar & Carpenter, 2012). Moreover, business globalization generates the opportunity of establishing fresh relations with consumers and partners from the international markets which will bring about expansion, increased sales as well as revenue.
Threats
Gaming is generic products in particular that need to embrace the increasing changes in the market. The knowledge, skills, and technology that is necessitated in the production of this item and even those that are mobile based are currently low at the corporation. Thus the possible engagement of fresh competitors which is high can be accounted as a significant threat. In addition, application development is exposed to theft as well as privacy threats via the unauthorized imitation which can be challenging to control. Competition is an additional threat that cannot be ignored given that the market is saturated and more companies are focusing on differentiation thus providing more options to the consumers. This might not only affect sales but also increase the operative expenses based on the need to venture on intense advertising (Shankar & Carpenter, 2012).
Positioning/Competitive Position Strategy
Star Mobile Gamers will position itself as an affordable, quality and consumer needs oriented corporation that operates on an innovative and efficient system that seeks to meet the needs of consumers. This posting will seek to acquire a competitive positioning. In addition to the use of a cost leading approach, the corporation will also seek to pursue differentiation in creating unique products and user experiences to the consumers. in that rather than focusing on gaming the corporation is mainly focused on the provision of trendy events gaming that might incorporate latest news trends, political, fashion and current events. This will create easiness in penetrating the market at ease as compared to the competitors.
Currently, there are numerous game developers thus the rivalry cannot be ignored and thus the company focuses on being different by offering innovative, quality as well as affordable products that meet the needs of the consumers (Shankar & Carpenter, 2012). Despite the many gaming corporations, there are however few are real in terms of acquiring maximum revenue and sustaining operations in the market in the long run. Most of these games are developed by individuals with low practicality in regards to how the games can be integrated with the changing needs and preferences in achieving organizational success (Stasch, 2010). The corporation’s shift to the trendy gaming is of significant advantage given that the competitors will not be able to switch to this operation easily as their changing might be highly expense which might affect its operations. In addition, the company will not be forced to spend more time trying to create and generate ideas for basing the games given that every day’s events and trendy news will offer a folder for a venture. In addition, the fact that the corporation is grounded on developing applications based on real events will trigger individual’s curiosity to using the products.
Marketing Mix
Products
Star Mobile Gamers marketing incorporates the mobile games products as well as its competitors in the development of innovative, convenient and flexible games to its consumers. In the market, consumers are not just seeking for quality and innovation but also affordability is a primary impacting feature which will be accounted as well. The intangible attributes possessed by Star Mobile are its general capability to meet the required and surpass the general expectations by consumers in a consistent nature. In addition, the company’s speed, flexibility to respond to the demands made by consumers as well as the expectation to grow its market by adding more consumer’s fresh needs is an addition intangible capability. The intangible capabilities are usually challenging for the rivals to imitate thus offering Star Mobile Games a more enhanced competitive advantage (Stasch, 2010).
Price
Star mobile offers a higher quality gaming products as well as development services based on the preferences as well as needs of the consumer’s. The general products and development services value is reflected its customized affordable prices that are particularly lower as compared to what is being offered by rivals. The company is however sensitive in regard to the elasticity of prices and the changing consumer demands that might affect its sales and revenue generation thus focusing on low operating expenses. In addition, the affordable prices have been developed due to the need of attracting a larger consumer base that will facilitate even higher development. The consumers are highly sensitive to both qualities as well as prices thus raising the need for affordable pricing (Stasch, 2010).
Place
Star Mobile Gamers Corporation utilizes a rather direct marketing approach. This is because their services and products are lightweight, not fragile, compacted and nontangible. This does not, therefore, involve any form of shipping rather the consumers can access the products directly from the respective mobile applications servers such as the Play Store and Apple Store. In addition to the consulting companies, these services or the necessary products can be bought directly from the corporation which will be transferred to the servers directly and also installed for the immediate uses.
Promotion
The corporation will be utilizing several marketing approaches which will incorporate advertising, sales promotion, as well as public relation. These strategies are mainly objected at creating awareness of the company’s production and what it offers and the benefits of utilizing its products rather than those being offered by the competitors. The advertisement is the primary marketing strategy that the corporation will utilize. This will incorporate both media as well as social media marketing to lower the involved cost. In that, through the utilization of social media promotion, there will be minimal or even zero cost that is utilized and posts can be posted on regular basis to ensure that the consumers understand the general uses and products being offered (Valentin, 2014). For the corporation, the most important marketing aspect is market positioning. In that, the company needs to acquire a leading position in reference to acquiring the largest market segment in the sector.
The sales promotion will mainly be grounded on the paid games where those that acquire the products will have the opportunity of acquiring, even more, gaming features. The corporation is primarily targeting young individuals and therefore promotions are necessary for triggering their will to purchase and utilize the products. In addition, regular consumers will earn points that will be utilized in securing additional features that are more entertaining. Public relation mainly focuses on awareness creation, creating a desirable reputation, as well as familiarity with the products, use to create convenience as well as ease of use (Viardot, 2004).
Conclusion
Star Mobile Gamer is a young corporation with very objective aspirations. Based on its young nature in the market there is a need to creating awareness through effective marketing approaches so that the consumers can understand the affordability, convenience, innovation, entertainment and uniqueness of the company’s products. In order to attain a competitive edge in the highly competitive market differentiation in cost and product development is of essence in creating uniqueness. On the other hand, the corporation will seek on conducting its marketing promotion mainly through advertisements that will reach more individuals at lower costs. The company has the potential of performing well on the ground that it is innovative and highly differentiated from all gaming corporations. The increasing adoption of mobile devices offers the opportunity of acquiring success and consistent growth.
References
Ferrell, O. C., & Hartline, M. D. (2011). Marketing strategy. Australia: South-Western Cengage Learning.
Lamb, C. W., Hair, J. F., & McDaniel, C. (2013). Marketing. Mason, OH: South-Western/Cengage Learning.
Lee, I. (2016). Encyclopedia of e-commerce development, implementation, and management. Hershey: Business Science Reference.
Pride, W. M., & Ferrell, O. C. (2014). Marketing. Australia: South-Western Cengage Learning.
Shankar, V., & Carpenter, G. S. (2012). Handbook of marketing strategy. Cheltenham, UK: Edward Elgar Pub.
Stasch, S. F. (2010). Creating a successful marketing strategy for your small new business. Santa Barbara, Calif: Praeger.
Valentin, E. K. (2014). Business planning and market strategy. Sage Publication.
Viardot, E. (2004). Successful Marketing Strategies for High-Tech Firms. Norwood: Artech House.
