FULL SWING GOLF
PENETRATION INTO INDONESIA MARKET
By: STEPHEN HENDRA GUNAWAN -29110330MBA-ITB X-44
School of Business & Management Institut Teknologi Bandung
Assignment Cover Sheet for Students
An assignment cover sheet needs to be included with each assignment. Please complete all detail clearly. If you are submitting the assignment on paper, please staple this sheet to the front of each assignment. If you are submitting the assignment online, please ensure this cover sheet is included at the start of your document. (This is preferable to a separate attachment.) The submission method should be done according to the instructor’s instructions. Name STEPHEN HENDRA GUNAWAN Student ID 29110330 Mobile phone +6281320718808
Course code and title MM5008 – MARKETING MANAGEMENT Course time and place Bandung – April 30, 2011. Lecturer Satya A. Wibowo Due date April 30, 2011. Program MBA Executive
MARKETING PLAN: FULL SWING GOLF – PENETRATION INTO INDONESIA Assignment title/topic/case MARKET Assignment type (choose one) ( ) Midterm Exam ( X ) Final Exam ( ( ( ) Individual Assignment ) Group Assignment ) Other
Further information (e.g. state if extension was granted and attach evidence of approval, revised submission date) approval evised
I declare that the work contained in this assignment is my own, except where acknowledgement of source is made. I authorize SBM ITB to test any work submitted by me, using text comparison software, for instances of plagiarism. I understand that this will involve the SBM ITB or its contractor copying my work and storing it on a database to storing be used in future test work submitted by others. Note: The attachment of this statement on any electronically submitted assignments will deemed to have the same authority as a signed statement.
Filled out by lecturer/tutor Date received from student Assessment/grade Assessed by
Dispatched (if applicable)
TABLE OF CONTENT
I. II. III. IV.
EXECUTIVE SUMMARY OVERVIEW THE CHALLENGES SITUATIONS ANALYSIS 4.1. Company Analysis – FULL SWING GOLF Inc. 4.1.1. Why FULL SWING GOLF? – FSG’s Strengths 4.1.2. FULL SWING GOLF Weaknesses 4.2. Customer Analysis 4.2.1. Segmenting 188.8.131.52. Demographic 184.108.40.206. Geographic 220.127.116.11. Psychographic 18.104.22.168. Technographic 4.2.2. Targeting 4.2.3. Positioning 4.2.4. Number 4.2.5. Value Drivers 4.2.6. Decision Process 4.2.7. Concentration Of Customer Base 4.2.8. Example Of Customer Profiling 4.3. Competitor Analysis 4.4. Collaborators 4.5. Climate (Macro Environmental PEST Analysis) 4.5.1. Political And Legal Environment 4.5.2. Economic Environment 4.5.3. Social And Cultural Environment 4.5.4. Technological Environment
1 2 5 5 5 6 7 8 8 8 8 9 10 10 11 11 11 13 15 15 16 17 18 18 20 21 22
4.6. Summary of SWOT Analysis
MARKETING STRATEGIES 5.1. Marketing Objectives 5.2. Marketing Program 5.2.1. Product Strategy 5.2.2. Pricing Strategy 22.214.171.124. Customer Demand 126.96.36.199. The Product Life-Cycle 5.2.3. Place (Distribution) Strategy 5.2.4. Promotion Strategy
23 23 23 23 29 29 30 30 31 32
FULL SWING GOLF – PENETRATION INTO INDONESIA MARKET
I. EXECUTIVE SUMMARY FULL SWING GOLF simulator is a golf simulator product headquartered in the golf industry capital of the world, San Diego. FSG has been recognized for nearly two decades as the undisputed worldwide leader in the manufacture and distribution of golf simulators. The company is committed to providing a golf experience that recreates the excitement and enjoyment of playing the world's greatest courses while delivering the most realistic and accurate ball flight possible on any indoor system. This marketing plan is prepared as a preparation for FSG expansion to Indonesia market. FSG simulators has been designed and engineered around one concept and philosophy: Limitless Golf Experience. FSG want to be seen as the best...