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Table of Contents
Page No.
1
Executive Summary..............................................................................3
1.1
1.2
Situational Analysis............................................................................... 4
2.1
2.1.1
Market Segmentation...............................................................4
2.1.2
Market Needs............................................................................5
2.1.3
Market Trends...........................................................................5
2.1.4
Market Growth..........................................................................5
2.2
SWOT Analysis................................................................................6
2.3
2.3.1
Product..................................................................................... 8
2.3.2
Price......................................................................................... 8
2.3.3
Place......................................................................................... 8
2.3.4
Promotions................................................................................ 8
2.3.5
Brand Awareness......................................................................8
2.4
2.4.1
2.4.2
2.4.3
2.4.4
2.5
3
Market Characteristics....................................................................4
Critical Issues................................................................................ 10
Marketing Strategies...........................................................................11
3.1
3.2
Objectives..................................................................................... 12
3.2.1
Marketing Objectives..............................................................12
3.2.2
Financial Objectives................................................................12
3.2.3
Manufacturing Objectives.......................................................13
3.2.4
3.3
3.4
Target Market................................................................................14
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3.5
Positioning.................................................................................... 15
3.6
Strategies..................................................................................... 16
3.7
Marketing Strategies.....................................................................16
3.7.1
Product Strategy.....................................................................16
3.7.2
Pricing Strategy......................................................................17
3.7.3
3.7.4
3.8
Marketing Research......................................................................19
3.8.1
Product Development.............................................................19
3.8.2
3.8.3
Customer Satisfaction............................................................19
Financials............................................................................................ 20
4.1
Break-even Analysis......................................................................20
4.2
Sales Forecast...............................................................................20
4.3
Expense Forecast..........................................................................21
Controls............................................................................................... 22
5.1
Implementation............................................................................23
5.2
Contingency Plans........................................................................24
References.......................................................................................... 25
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1 Executive Summary
According to Woods (2003), marketing planning is the organized
procedures of researching and analysing the marketing situation,
developing and recording marketing objectives, strategies and
plans, and executing, assessing and monitoring activities to succeed
objectives.
is
contributed
by
this
subsidiary
Sony
Mobile
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for
2 Situational Analysis
Situation analysis will provide us the insight such as where is Sony
now and Sony Mobiles own strengths and weaknesses as they can
relate to external opportunities and threats. The information from
situation analysis will help Sony Mobiles management to select a
position in that environment based on identified evidences (Vrontis
and Thrassou, 2006).
Corporate Users
(Business Market)
Skilled Workers
(Consumer
Market)
Customer Needs
High quality camera
High processing power and
more durable to perform many
functions
Convenient and mobile access
to email and web
Update, access and exchange
data
Photograph situations to
maintain a visual record
Convenient and mobile access
to email and web
Corresponding Features/Benefits
Page 4
for
PlayStation certified
Students
(Consumer
Market)
and
studies
show
that
upcoming
trends
such
as
Page 5
for
2.1.4 Market Growth
Fleischmann (2012) stated that the smartphone penetrates about
88% of the market in Malaysia. The smartphone market share in
Malaysia is 35% from 30% in 2012 and is predicted to exceed 50%
by 2014. Table 2 shows Malaysians bought 6.4 million smartphones
which worth more than $2.25 billion in sales in 2013 (GFK, 2013).
International Data Corporation stated that local smartphone sales
anticipated growing by 21.3% in 2014 (The Star, 2012). The
Malaysian Government also encouraged more youth to enjoy
nations broadband facilities by providing RM200 discount on
selected smartphones via Malaysia Youth Communication Package
(SKMM, 2012).
Year
2013
2014
2015
2016
2017
2018
2019
2020
Unit of
Smartphones
(Million)
6.40
7.76
9.32
11.18
13.41
16.10
19.32
23.18
Revenue (RM
million)
Projected
Growth (%)
2.25
2.73
3.28
3.93
4.72
5.66
6.79
8.15
21.3%
20.0%
20.0%
20.0%
20.0%
20.0%
20.0%
that
utilize
their
strengths
of
innovative
new
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for
these greater opportunities. Thirdly, the Ultra STAMINA mode in Z3
provides longer lasting battery performances that fulfil the need of
the rising numbers of 90,000 international students in Malaysia.
Survey earlier shows that students require longer lasting battery
features to run the higher computing power of smartphones. Lastly,
the stunning 4K resolution videos and Exmor RS for mobile sensor
as well as first ISO 12800 pictures quality of Z3 will be a great
strength and factor to introduce to the 1.5 million untapped markets
of foreign workers in Malaysia to capture their best moments (Chi,
2011; Zakariah 2013).
Different
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CUSTOME
R
Similar
Differe
nt
Direct Competitors
Indirect Competitors
Product Competitors
Implicit Competitors
2.3.1 Product
Z3 has better overall performance on camera and image quality
with their unique technology as compared to Competitor S. Besides
that, Z3 provides better power efficiency with battery capacity of
3100mAH as compared to S. However, survey findings show that
people perceived S is more stylish.
2.3.2 Price
S has comparatively lower price by RM400 as compared to Z3.
However, people perceived that Z3 has higher quality under the
umbrella of Sony brand, therefore, worth for more expensive price.
Stronger collaboration with Tele-communication providers such as
Maxis, S is still much affordable as compared to Z3 (Maxis, 2014).
2.3.3 Place
Z3 and S have the similar distribution channels such as traditional
phone shops, telecommunication operators, chained operators and
online. However, Samsung outlets have more presence in most of
the shopping malls in Malaysia.
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2.3.4 Promotions
S has more prominent promotional tools and they advertised widely
on social media, online and print media as compared to Z3. S also
engages actively with their customers by offering attractive rewards
and invites famous celebrities to endorse and strengthen their S
brand.
Sony Xperia
Z3
Display
Display type
TRILUMINOS
AMOLED
IPS LCD
Screen Size
Resolution
5.2 inch
1080 x 1920
5.1 inch
1080 x 1920
Operating
System
CPU
Android KitKat
5 inch
1080 x 1920
Hardware
Android KitKat
Quad-Core2.5
GHz
3GB
3100 mAh
Octa-Core 1.9
GHz
2GB
2800 mAh
RAM
Battery
Capacity
Rear Camera
Front Camera
20.7 MP
2.2 MP
Dust &
Waterproof
Gaming
Ability
IP68
PlayStation
Certified
Camera
16 MP
2.1 MP
Key Features
IP67
N/A
Retina HD
Display
4.7 inch
1334 x 750
Android KitKat
+ MIUI
Quad-Core2.5
GHz
3GB
3080 mAh
IOS 8
13 MP
8 MP
8 MP
1.2 MP
N/A
N/A
N/A
N/A
Dual-Core 1.4
GHz
1GB
1080 mAh
Pricing
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Price
2,399.00
Traditional
Phone Shops
Telco
Chained
Shops
Online
1,999.00
Place
1,064.00
2,399.00
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can always sync seamlessly to car dock, Sony TV, wireless earphone
and many more.
3 Marketing Strategies
According to Weiss (1968), marketing strategy and marketing mix
will directly affect market share of firms. Many studies have proven
that successful implementation of marketing strategies in the
competitive market was critical for a companys performance
(Baldauf, Cravens, & Wagner, 2000; Cooper & Kleinschmidt, 1985;
Lages & Lages, 2004; Leonidou, Katsikeas, & Samiee, 2002;
Mavrogiannis, Bourlakis, Dawson, & Ness, 2008). In this chapter, my
proposal on the marketing strategies for Sony Xperia Z3 smartphone
will be discussed.
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Mobile) Mr Kunimasa Suzuki in Figure 2,
combine
Sony's
innovative
state-of-art
services,
Figure 2:
Sony Corporation President and CEO, Mr Kunimasa Suzuki
3.2 Objectives
Sony Mobile able to boost growth and construct new value by
attainment of the subsequent objectives:
Page 12
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competition among the rivals in Malaysia. Also, to increase brand
awareness amongst the 26-36 age groups from 41% to 60% by next
3 years.
project
demands,
grasp
timely
procurement
and
control
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to watch video or music or even data searching remotely anywhere
within the residence (Sony Corporation, 2014b).
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Market Penetration, by selling existing product to existing markets,
but increasing the quality, production, marketing and collaboration.
work focus
Behaviour Segments - impulse buyers, occasional users and loyal
customers
Corporate Users
(Business Market)
Skilled Workers
(Consumer
Market)
Customer Needs
High quality camera
High processing power and
more durable to perform many
functions
Convenient and mobile access
to email and web
Update, access and exchange
data
Photograph situations to
maintain a visual record
Convenient and mobile access
to email and web
Corresponding Features/Benefits
Page 15
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3.5 Positioning
Positioning is the act of designing a companys offering and image
to occupy a distinctive place in the minds of the target market
(Kotler, 2012). It is the key factors of developing marketing mix (4P).
From the frame of reference by identifying target market (Chapter
3.4) and relevant competition (Chapter 2.3), Sony Xperia Z3s
points-of-difference are high quality (32.3%) as shown in earlier
survey. In addition of the target market needs, consumers able to
enjoy their quality features such as longest battery performance
(mean=4.45) and higher quality camera (mean=4.35) features as
mentioned in Chapter 2.3. Points-of-parity for Xperia Z3 are able to
access web and email from anywhere and high processing power to
manage data and schedules. Using product differentiation to
achieve competitive advantage, we are positioning Sony Xperia Z3
as the most high quality smartphone with long lasting battery
performance and good camera quality for professional use to add
value on their daily business routines. Our proposed tagline will be
The best QUALITY for the BEST
3.6 Strategies
Sony Xperia Z3 will use both push and pull strategies. This will
increase the awareness level of Sony Xperia Z3 features among the
target market to build brand loyalty. On the other hand, it helps to
encourage intermediaries to carry the Sony Xperia Z3 model to
increase its presence in the market.
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Product innovation is also part of a factor to increase economic
performance
(Lages
et
al.,
2009).
Longer
lasting
battery
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has 150 outlets throughout Malaysia, each outlet only need to sell
about 7-8 units per day in order to achieve the yearly sales target.
The current situation at the outlets only sells less than 5 units per
day. This price is slightly about 5% higher than Competitor S at RM1,
999.00. It may attract more people to purchase with value pricing
method.
Demand
Cost
(RM/unit)
(units)
(RM/unit)
1,500
500,000
950
1,800
450,000
1,100
2,100
400,000
1,250
Selling
Price X
Cost X
Qty
Profit
Qty
750,000,00
475,000,00
275,000,00
0
810,000,00
0
495,000,00
0
315,000,00
0
885,000,00
0
500,000,00
0
385,000,00
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Page 19
for
is
to
measure
the
effectiveness
of
the
marketing
communication for the past few years. It is recommended to do biannually. From this research, Sony will be able to find out more
about
their
campaign
effectiveness,
and
whether
the
right
Sony
as
this
would
determine
their
customer
retention
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4 Financials
4.1 Break-even Analysis
Break-even analysis is used for predict profit and loses in future to
predict results according to products. Sony Mobile is operating in a
industry of supporting high gross margins. Variable costs in
relationship to per unit revenue are low about 47% of per-units
revenue. This value will decrease further as we grow and achieve
more sales units in the following years. Fixed cost for Sony Xperia is
roughly about RM 7,500,000. Thus, Sony Xperia Z3 will breakeven at
monthly sales point of RM7, 500.
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5 Controls
The final chapter of this proposal is about controlling and measuring
the results. Control is part of the integral planning process and it is
important to provide effective measurement on the implementation
of marketing plan. Figure 5 is the proposed marketing control to
Sony Mobile that ensures all the marketing plans are taken action as
planned and provides constant feedbacks to us to determine the
overall marketing plan is working in actual implementation. We
suggest Sony Mobile to conduct both strategic controls and
operational controls. The strategic control should be carried out
annually to assess the overall marketing strategy direction. On the
other hand, the operational controls need to be carried out regularly
to ensure the detailed actions of the plan are done correctly and to
identify potential difficulties for corrective & preventive action.
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5.1 Implementation
Kotler (1994) stated that marketing implementation is the process
that turns marketing plans into real actions and ensures that such
assignments are executed in a proper manner as plan to achieve
both the marketing and financial objectives. This is a very crucial
part if the marketing strategies are not implemented accordingly.
The action plan (Table 10) includes management of project, setting
schedules and timelines, meetings, phone calls, chasing people and
careful preparation with constant monitoring on progress.
Mont
h
Action by
Estimate
d Cost
Remarks
Communicatio
n
xxxxx
The Star
Sales
xxxxx
Chinese New
Year
Marketing
Communicatio
n
xxxxx
Communicatio
n
Sales
xxxxx
Berita Harian
Marketing
Communicatio
n
xxxxxx
World
Business
Symposium
Sales
Marketing
xxxxxx
Communicatio
n
Sales
xxxxxx
Sales
Communicatio
n
xxxxx
Marketing
xxxxx
10
Communicatio
n
Sales
xxxxx
11
Marketing
Communicatio
n
xxxxx
NST
Utusan
Malaya
Best Place at
Work
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12
Sales
Marketing
xxxxxx
failure
to
meet
projections:
We
have
to
increase
Page 25
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6 References
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