|
|
| |
Sample Works
List- 一些部分我们的作品（经过客户准许，发布部分内容，这些作者已经毕业归国） |
| |
Marketing Strategy
CW 2
Abstract
As a marketing consultant, the author wrote out the paper to
provide a critical analysis of all the elements of existing
marketing strategy for the newly launched adult toy product.
An assessment of the alternative options available leading to
appropriate recommendations is included. The approaches to creating
awareness and generating income were also analyzed. Then the
future strategy options were described. Finally, the positioning
of this product was expounded.
Key words:
Generic strategy, Marketing Mix, Positioning
n 1.Executive summary
As it was analyzed in the part 1 of this report, the new type
of adult toy should be launched as soon as quickly. The Star
Toys need to accomplish a detailed marketing strategy.
When develop the new product, the focus strategy is the best
choice of generic strategy. According to the advantage of this
enterprise, the first type of adult toy should be the intelligence
toy. Based on the 4Ps theory, the price should be low in order
to capture a large number of customers in the market. The direct
distribution is suitable for the introduction stage. Advertisement
is important for promotion and newspaper is the preferential
media.
In the future, when the product comes to growth or maturity
stage, strategy options need to be changed in some aspects.
The Star Toys should be positioned a leader in mass-marker of
the adult toy.
n 2.Existing marketing strategy analysis
w 2.1 A brief restatement of who the target audience is:
The target audience of new type of toy is the adult. Considering
the technological advantages of Star Toys Enterprise and the
SWOT analysis, this product’s target customer groups are the
young people and the middle-aged person.
w 2.2 Generic strategy:
Michael Porter has argued that a firm’s strengths ultimately
fall into one of two headings: cost advantage and differentiation.
By applying these strengths in either a broad or narrow scope,
three generic strategies result: cost leadership, differentiation,
and focus. [1]
Generic strategies
5.Bibliography:
|
| |
|
|
|
