Full Swing Golf - Penetration Into Indonesia Market (Marketing Plan)

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  • Topic: Golf, Golf ball, Rules of golf
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MARKETING PLAN:

FULL SWING GOLF
PENETRATION INTO INDONESIA MARKET

By: STEPHEN HENDRA GUNAWAN -29110330MBA-ITB X-44

2011

School of Business & Management Institut Teknologi Bandung

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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

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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

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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 4.2.1.1. Demographic 4.2.1.2. Geographic 4.2.1.3. Psychographic 4.2.1.4. 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

iii

4.6. Summary of SWOT Analysis

22

V.

MARKETING STRATEGIES 5.1. Marketing Objectives 5.2. Marketing Program 5.2.1. Product Strategy 5.2.2. Pricing Strategy 5.2.2.1. Customer Demand 5.2.2.2. The Product Life-Cycle 5.2.3. Place (Distribution) Strategy 5.2.4. Promotion Strategy

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VI.

CONCLUSION

iv

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...
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