Mobile News Games Business Report
1. Executive Summary
As Mobile News Games Ltd (MNG) is a new developing business, they have hoped to gain themselves an advantage over their competitors by opening up a new category for customers, focusing on creating games specific in addressing current news events. MNG have provided an in depth marketing plan that analyses their specific goals, segments and strategies in order to maximise their profits, customers and growth. Although their marketing plan is highly detailed they have overlooked fundamental areas of the marketing process, which undermines their ability to rectify issues in the business and need to be able to set specific objectives that are holistic to their business. Evidently MNG must further focus on these issues to achieve business success. 2. Addressing The Marketing Processes
2.1 Situation Analysis
A situation analysis is a review of the businesses present performance and the current business environment. It examines the marketing environment, customer’s needs, the competition and the performance of the products through the product life cycle. Unfortunately MNG haven’t encompassed a situational analysis, this may be due because they are a new established business and are unable to analyse and evaluate their internal influences which include their strengths and weaknesses. This may result in MNG finding it difficult to assess the position of the business on the market and the value of certain marketing strategies. Although in juxtapose MNG would still be able to establish their external influences, as they are still are aware of the situation and performance of their competitors, resulting in them able to analyse their threats and opportunities. By assessing their threats and opportunities MNG are able to progress as a business, allowing them to gain a competitors advantage and results in higher profits and great customer satisfactory. 2.2 Market Research
Market Research is the process of systematically collecting, recording and analysing information concerning a specific marketing problem. Marketing strategies perform best when they are based on accurate, up-to-date, detailed and relevant information. Being well informed about all aspects of the market, especially the buying behaviour of existing and potential customers, places the business in a stronger position. In relation to MNG although they haven’t specifically for their market research, it is highly evident that they accompanied extensive information for their market plan. Through information such as “ the mobile game user market enjoys interacting with games that given them a sense of power ad excitement” and “ these platforms; twitter and Facebook, are widely used by the customers in demographic market” it is obvious that MNG have undergone their market research. Distinctly for MNG to perform effectively as a business whole, for example meeting demand in specific target markets, they must establish market research that is accurate and reliable in order for them to achieve paramount success. 2.3 Establishing Marketing Objectives
Marketing objectives are the realistic and measurable goals to be achieved through the marketing plan. The management team at MNG need to ensure that they provide their business with objectives before they consider implementing specific marketing strategies. Holistically businesses common objectives include; increasing market share, expanding the product range and maximise customer service. In relation to MNG, they have finalised three main objectives, generate $400,000 in sales by the end of year 1, increase sales by 100% by the end on year 2 and land 4 custom consulting game development projects within 12 months. All of which are short-term goals and are in twine with two of the three main business objectives. Unfortunately MNG haven’t established a marketing objective that results in maximising their customer service. If they were to introduce such an objective, it would...
Please join StudyMode to read the full document