MKT421 - Marketing Plan 1 Marketing Plan MKT 421: Marketing...

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Marketing Plan MKT 421: Marketing 27 November 2006 Marketing Plan 1
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Executive Summary Organizational Overview Name of Organization The name of the organization is Playbox 1080, and the company specializes in home entertainment and electronics. Playbox 1080 was founded by two university students working out a garage in 1977. Since then, it has grown to be America’s fourth largest retailer of video games and entertainment systems. Although the company is not the largest on terms of overall sales, it maintains a solid base of hardcore supporters who are loyal to the brand. Playbox 1080’s newest and most innovative game console, the “Yoo” is being rolled out this year just in time for the Holiday gift purchasing season. Mission Statement The Playbox 1080 corporate mission statement is as follows: Playbox 1080 provides the best possible video game products through creativity and originality. We are technology leaders working on the cutting edge and will not follow others. Our customers demand the most innovative and entertaining products with quality that will not be surpassed. Playbox 1080 respects our customers as partners and pledges continuous innovation, unsurpassed value, unwavering reliability, and true teamwork. Geographic Location Playbox 1080 is based in Sunnyvale, California. However, our products are distributed in Japan, Western Europe and the United States. With this in mind, Playbox 1080 must have become a global product that appeals to the masses. However, the U.S. population has been targeted for the introduction of the “Yoo” because of the Holiday gift 2
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buying season. Playbox 1080 hopes that launching the product at this time of the year will develop name recognition of the new system as well as a high level of demand. Product Mix Everyone knows that Playbox 1080 specializes in one thing, which is creating the ultimate gaming experience for customers around the world. Playbox 1080’s current product line currently consists primarily of its extremely popular portable gaming systems; Alpha, Epsilon, and the Omega. The flagship of the company’s line is the Aero console, which is widely recognized as the most innovative gaming system of the decade. However, the Aero system has begun to show its age, and the company intends to offer the Yoo system as its successor. Playbox 1080 will use this opportunity to expand its line, increase its market share, and meet the growing gaming needs of its intelligent customers. The basic “Yoo” product we will focus on launching will be the basic game console with one hand-held “controller”. This console package also comes with two power cords that will connect the system to regular televisions and high-definition televisions. Playbox 1080 believes that profits will increase by marketing a product mix with the “Yoo” game console. This includes over 200 (at present) games that can be played on the console as well as headsets, internet connectivity, additional software that can be added to the “Yoo”, game player manuals and magazines with tips and tricks, and additional controllers that must be purchased so more than one player can play the “Yoo” simultaneously.
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MKT421 - Marketing Plan 1 Marketing Plan MKT 421: Marketing...

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