The Star Mobile Marketing Plan

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Transcript of The Star Mobile Marketing Plan

T HE S TAR M OBILE M ARKETING P LANMarketing Management

Malaysias very first Mobile Newspaper! Get your news on the go!

Ding Wei Yee (1071200152) BMM 6034 (Marketing Management) 10/30/2007

Ding Wei Yee (1071200152)

10/30/2007

THE STARMOBILE MARKETING PLANMarketing Management

CONFIDENTIALITY AGREEMENTThe undersigned reader acknowledges that the information provided by _______________ in this business plan is confidential; therefore, reader agrees not to disclose it without the express written permission of _______________. It is acknowledged by reader that information to be furnished in this business plan is in all respects confidential in nature, other than information which is in the public domain through other means and that any disclosure or use of same by reader, may cause serious harm or damage to _______________. Upon request, this document is to be immediately returned to _______________. ___________________ Signature ___________________ Name (typed or printed) ___________________ Date This is a Marketing plan. It does not imply an offering of securities.

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TABLE OF CONTENTSContent 1.0 EXECUTIVE SUMMARY 1.1 OBJECTIVES 1.2 MISSION 1.3 KEYS TO SUCCESS 2.0 MARKET ANALYSIS SUMMARY 2.1 MARKET SEGMENTATION 2.2 TARGET MARKET STRATEGIES 2.2.1 MARKET DEMOGRAPHICS 2.2.2 MARKET NEEDS 2.2.3 MARKET TRENDS 3.0 S.W.O.T ANALYSIS 3.1 STRENGTHS 3.2 WEAKNESSES 3.3 OPPORTUNITIES 3.4 THREATS 4.0 MAIN COMPETITORS 4.1 COMPETITIVE EDGE 5.0 PRODUCTS AND SERVICES 5.1 COMPETITIVE COMPARISON 5.2 FULFILLMENT 5.3 TECHNOLOGY 6.0 MARKETING STRATEGY 6.1 POSITIONING 6.2 MARKETING MIX 7.0 SALES STRATEGY 7.1 SALES FORECAST 8.0 FINANCIAL PLAN 8.1 START UP 8.2 START UP FUNDING 8.3 PERSONNEL PLAN 8.4 ASSUMPTIONS 8.5 KEY FINANCIAL INDICATORS 8.6 BREAK-EVEN ANALYSIS 8.7 PROJECTED PROFIT AND LOSS 8.8 PROJECTED BALANCE SHEET 9.0 CONTROL 9.1 MARKETING ORGANIZATION 9.2 CONTINGENCY PLANNING Page 3 3 3 4 4 5 9 10 13 13 13 13 14 14 14 14 15 15 16 17 17 17 18 18 18 19 22 22 23 24 25 25 26 27 29 30 30 31

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1.0 EXECUTIVE SUMMARYThe Star, Malaysia's leading English daily is preparing to launch TheStarMobile, Malaysia first newspaper to go mobile. The mobile market has been lucrative to those who dare venture into a new media. In 2006 alone, the mobile revenue segment amounted to RM14.5 billion (source: MCMC). The mobile market in Malaysia can still be described as being in the stage of infancy as compared to the more accomplished countries like Scandinavia and Japan where mobile is not a new media but a necessary tool in every marketing plan. With that said, TheStarMobile is actually paving new paths for other companies in this field. TheStarMobile will be targeting various segments in the consumer market and business markets taking advantage of the vast mobile market that just keeps getting bigger and more sophisticated every day. With growing 3G awareness within the mobile generation, the time is ripe to kick-start TheStarMobile as the first mobile news channel for Malaysians replacing TV, Radio and maybe even the paper in the future. The primary marketing objectives of this plan is to achieve a new level of branding for The Star and its mobile arm TheStarMobile using the analytical tools of Blue Ocean Strategy (2005) by W.Chan Kim and Renee Mauborgne published by Harvard Business School Press to analyze the market and devising a new plan to reach broader audiences opening a new world of Blue Ocean for TheStarMobile.

1.1 OBJECTIVESThe objectives of TheStarMobile in the long run are to do the following: Create a new blue ocean of customers while riding on The Star newspapers existing readers. To establish itself as a brand not just a part of The Star newspapers. Canvass entire mobile market with a comprehensive full market coverage strategy. To increase gross to more than 25%. To increase sales by 50%

1.2 MISSIONThe mission of TheStarMobile is to provide The Star newspaper readers and the mass of the mobile market with a comprehensive, easy-to-use and hyped-up mobile news channel where news comes in easy little bite sizes that better suit the generation of people on-the-go. SMS, MMS, Mobile Content and Mobile Media Services including Premium SMS services are also provided for the Star Publications (Malaysia) Bhd as a solution to their growing MIS needs within the corporation. TheStarMobile also boasts a full range of telecom service facilities including 3G Video, WAP infrastructure and a sophisticated billing system. This all means that TheStarMobile is able to offer one-stop mobile solutions capability enabling our customers to deal with one supplier that has the technology and international reach to fulfill all their requirements. Our client list include some of the world's leading portals, national broadcasters, national and regional publishers, international carriers and network operators and hundreds of independent telecommunications companies, testifies to the company's ability to deliver high quality services at the lowest total cost of ownership.

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Through our core technology Platforms - customers can use self-provisioning mobile and telephony services and have access to a vast range of our readymade services. This is a unique offering that sets TheStarMobile and our customers apart enabling them communicate freely internally with staff, externally to contractors / suppliers and to generate revenue quickly from their SMS/MMS campaigns utilizing unbranded content such as competitions, quizzes, games, news and information services, presented as their own. Speed to market is the key in the fast moving telecommunications sector. TheStarMobile's core revenues will be generated from these core technology platformsaccess charges to retrieve premium information, use of platform and provision of technical assistance.

TheStarMobile's mission statement is an expression of its basic purpose and intends to define the company's business and marketplace and clarify its primary service orientation:

"To be the best supplier of mobile technology solutions to our global communication customers and business partners at the lowest total cost of ownership"

1.3 KEYS TO SUCCESSOur core values describe who we are and why we exist Customer Driven - To understand and exceed customer needs and expectations Integrity - Transparency in all business dealings Operational Excellence - To demonstrate competitive superior quality and performance in all our products and services Economic Value - Maximizing value through products and services while also meeting our profit objectives

2.0 MARKET ANALYSIS SUMMARYMobile is by far the largest media audience in history, and with 808.3 million subscribers in 2005 in the Asia-Pacific region alone and a growth rate of 16.8% (source: Datamonitor), the mobile medium promises to reach a far broader audience than radio, TV or the internet. Distributing your brand in mobile can catapult it to worldwide recognition faster than anything else. The Asia-Pacific wireless telecommunications services market generated total revenues of $150.1 billion in 2005; this figure represents an increase of 12.3% on the previous year and a

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compound annual growth rate (CAGR) of 16.1% for the five-year period spanning 2001-2005. Asia-Pacific is the world's fastest growing region for this market. In the same period, the European market grew with a CAGR of 12.8% and the Americas regional market with a CAGR of 14.3%. Asia-Pacific had 808.3 million wireless telecommunications subscriptions in 2005: this is an increase of 16.8% over the previous year and represents a CAGR of 24.5% for the five-year period spanning 2001-2005. This indicates that prices within this market are falling in the Asia-Pacific region, as the technology becomes widespread, and competition causes price erosion in the market. TheStarMobile has identified the 19.5 million mobile subscribers in Malaysia including The Star's readership of 1.4 million (source: Frost & Sullivan) as key target market for business. The mobile market will be analyzed using new analytical tools provided by the Blue Ocean Strategy opening up new uncontested markets where competitors wherever they maybe will become totally irrelevant.

2.1 MARKET SEGMENTATIONThe mobile demand and penetration rate as at 2006 is 72.3% translating into 19.5 million out of the total population of 26.9 million Malaysians. In respect to the service providers in Malaysia, Maxis takes the lead. Out of the total number of mobile subscribers at 19.5 million as at 2006, the respective providers Maxis, Celcom and Digi holds 42%, 31% and 27% respectively. The market has just begun expanding here in Asia as the mobile subscribers penetration rate has been increasing steadily over the years and have yet to show signs of slowing down. Malaysias mobile market development has been quite remarkable compared to the selected economies namely: China, United State of America, Malaysia, South Korea, Australia, Taiwan, UK and Hong Kong. These economies were selected on the basis of the size of their mobile market and the potential for growth. The 3G market is still in a state of infancy but in the space of 1 year from 2005 to 2006 the amount of 3G subscribers increased by close to 800% a remarkable feat for a developing country. The strategy canvas for TheStarMobile will canvass the other mobile companies in the market including the 3 service providers. The market for mobile has been tremendously diluted by the mobile content companies and SMS service companies. They have not only saturated the market to a point that there is no longer any brand loyalty amongst the mobile users