Global Market

Topics: Marketing, Marketing plan, Strategic management Pages: 7 (2217 words) Published: February 17, 2013
Executive Summary
To survive in the global and competitive business environment, it is essential for a company’s to vconduct extensive research so that they can develop a strong brand image from the initial stage as it leads to greater financial benefits for the company. The marketing plan of Orange’s oPad is the topic where an effective marketing strategy is developed to ensure its success in the global competitive market where major plays such as Sony, Compaq and Dell have a significant impact upon Orange’s strategies. Orange’s latest oPad is the revolutionary product which is a portable mini device used as a pc anywhere with its wide range of options and innovative design. Orange’s marketing strategy will be focusing upon the product design, brand positioning, price and promotion of oPad in the global market. This will be linked to the research and analysis of the environmental forces and SWOT analysis to understand the company’s position. Orange’s market strategy will be incorporated with the generic business strategy which is towards growth and maintaining a strong position in the market through its innovative products. Orange will use competitive marketing strategy for its oPad where two such strategies can be developed which are differentiation and Focus to make oPad a success in the global market. Marketing planning and strategies can become highly effective if Orange focuses upon its strategic human resource management and make continuous efforts to redesign its marketing plan to survive successfully. Company Description

Orange Corporation is a new organization that aims to advance in the technology field through its high quality and innovative products. Orange’s latest product oPad is launched to compete with existing tablet technologies, as it is a portable high tech device for the usage of all needs of an individual whether personal or business use. Current Market Situation:

Market Description:
SWOT Analysis
The SWOT analysis assists organizations to identify the strengths and weaknesses of an organization which are internal and opportunities and threats which are external. This will help in understanding how Orange can utilize its strengths and opportunities and overcome its threats and weaknesses to survive in the global competitive market. Strengths:

Orange is a successful organization and its oPod has a high market share in the global market due to its brand perception and image as s high quality innovative brand. Moreover, in the I.T industry, Orange holds a strong position by catering to the needs of the dynamic market with its extensive research and developments that enables it to satisfy its customers with highly innovative products. Orange has maintained its brand name in the global market and the customer loyalty is increasing at a high rate (Barnet & Cavanagh, 2006). Weaknesses:

Orange provides highly innovative products in the market but it is having issues with the quality of its products as recently the Orange oPad was reported to have a faulty screen and it had replace all those products. This is one major weakness of Orange’s products. Moreover, the company has a relatively weaker research and development system as compared to other major competitors and needs to put more emphasis on building strong reliable products as its brand name portrays (Borrington & Stimpson, 2004). Opportunities:

Orange has many opportunities for growth and expanding its range of products and services. It can develop iTunes and music player technology into cell phones and oPad devices. It can focus upon developing Podcasts for radio shows through internet and can enhance its oPad into more sophisticated and reliable device to be used by every individual. The I.T industry is full of rapid and dynamic changes and there is growing demand for innovative and technologically advanced products so for Orange, there are unlimited opportunities to avail for growth. Threats:

The major threat for Orange and its products is...
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