mkt 651: global marketing

8/14/2019 MKT 651: Global Marketing

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MKT 651: Global Marketing

Jyothi TurakhiaPoojitha Prasad

2/10/2010


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Table of Contents

1. Executive Summary for Creative

MediaPulse Technologies Pvt. Ltd.

2.SWOT Analysis of Australian Market

3.Entry Mode Strategy

4.Market Growth

5. Service Business Analysis

6.Target Audience

7.Marketing Mix Strategies and

Implementation

8.Control Structure

9. Contingency Plan

Creative MediaPulse Technologies Pvt. Ltd (CMPT) is a mediaproduction company pioneering in providing innovative, rich

and highly effective communication solutions to meet themarketing needs of our clients. Our solutions havesucceeded in drawing attention of some of the wellacclaimed national and international companies.


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able to create niche for itself in the field of multi mediasolutions, web development and e commerce solutions. Withan exceptional focus on innovative and high quality standardsolutions, we can confront all the pressing issues involved inour range of services. With the backbone of new media andemerging technologies CMPT helps its clients to delivermessage directly to the target audience quickly andefficiently.

Our enormous experience in this field has only helped us inunderstanding the finer aspects that make or mark a lastingimpression on our clients customers. With quality parexcellence as our benchmark we practice and advocatetechnology appropriateness and maintain a client- centricphilosophy that is focused on maximizing returns by offeringcommunication solutions that have a powerful impact on thetarget audience.

Since Creative MediaPulse Technologies provides servicesonly in UK and India, top management and Chief Global

marketing planner and Manager has decided strategically toenter Australian market by providing creative solutions likeadvertising services, multimedia services, animationservices, Internet solutions and print solutions.


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SWOT Analysis of Australia Market

Strengths

Market Needs: The need for communication solutions hasexisted for several years. Small businesses and start-upbusinesses alike are migrating onto the Web at anastonishing rate and making their online presence a higherpriority than in earlier years. We have noticed an enormoushole however in the small business services that arecurrently available.

Without a doubt, there is a need for custom, high-end,

dynamic services designed exclusively for small businesses.At this point, the majority of our competitors are offeringservices tailored around big business, to small businessowners, or they are offering the exact opposite, one-dimensional, "cookie cutter" type services.

While every small or big business has now recognized theneed for having a presence on the Internet, many do notknow where to start, how much it will cost, or even how it

will benefit their company. It has been our experience bytalking to small business owners that the decision to takeadvantage of the Web is not a matter of 'if' but a matter of 'when.'

Ignorance of animation services: Every Australian WebDevelopment Company provides Web Design Solutions andinternet solutions but none of these companies haveexpertise in animation services. CMPT has been developing

animations for various needs such as for films, television,simulations special effects and many more. CMPT matchesthe standards of some of the top animation productioncompanies across the globe. So this could be one of ourbiggest strengths.


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WeaknessPolitical Reasons: The Australian and Indian political relations

have worked well together for many years. Of late th erelations between the two countries were jolted,with attacks on Indian Community students inMelbourne, Australia. Indian Government lodgedstrong protests with the Australian Government.So this could be one of the biggest weaknesses forCMPT to start communication services.

Trust Factor: Due to disturbance in political relationsbetween the two countries it would be difficult forAustralians to trust our services and accept our brand.

Opportunities

Market Trend: An important market trend right now is theone toward aggressive online and website marketing.Although many small businesses are still waiting to gain anInternet presence, those who already have are beginning tolook for more options along the lines of improving their

existing efforts. We believe that in the upcoming years,small companies especially, will start to look for more waysto increase the traffic to their websites.

Merger of business operations with Internet and WWW: Justas the majority of large companies have already started touse the Web to handle interoffice tasks, we believe thatmany smaller companies will begin to realize the time andmoney saving advantages to this strategy.

Threats


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Takes time: The biggest challenge may be whether you can

get in fast enough to take advantage of the opportunities.

One of the tough things about international business is that

it takes time -- time to develop the kind of relationships you

need to make sure you're working with the right partners

abroad, time to get your product through the testing and

certification requirements that may exist abroad, time to get

your branding and marketing approach adapted to the

different cultural sensitivities of a foreign market, time to get

your people trained in export documentation and logistics.

Competitors: Main threat to us are the competitors inAustralia like Broadway Infotech and DW Design who are inthis industry from 8-10 years and have positionedthemselves very well. A brief overview of competitors isdiscussed below.

1. Broadway InfoTech - Located in New South Wales,

offers website design and web development and e-commerce services.

Strengths: They are specialists in customized webservices that meet Web 2.0 standards andaccommodate scopes for futuristic support. Onlinemarketing with latest market trends make themone of the best internet marketing solutioncompanies.

Weakness: Ashwani Kumar has served BroadwayInfotech as major partner since it inception. But heis also the only employee working for the companyout of his home, and does not run his business asa full-time operation. In addition, Broadway


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Infotech requires all clients who operate an e-commerce website to pay his company acommission on the revenue generated by the site;this is paid on top of the development fee thatcompany charges.

2. DWDesign

Strengths: Over the years, DW Design hasestablished itself as a web company whichprovides high level web solutions for corporateclients and individual business owners. SharpInnovations has reaped them large market share

in its area. Weakness: DW Design is a young company with

very high overhead. They market themselves as"The Small Business Internet MarketingProfessionals of Australia ," but the types of services they offer and their very high prices donot in anyway reflect the needs of small businessowners. It is also our opinion, after reviewing DWDesigns portfolio that they lack a certain level of technical and aesthetic design knowledge that somany small businesses are beginning to demand.


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bargaining power. We want to be in complete touch with thelocal population to match their needs as we are thinking of long term strategy to expand in different countries as well.

By understanding the real need of our clients, performsearch and research, evolve the right blend of tools;technology and medium develop impressive and effectivesolutions. Thus our company will enjoy a comparativeadvantage in the industry will offer more competitiveproducts and services, and will therefore be morecompetitive in international markets.

Target market

CMPT has been serving various Industries over the yearswith its effective and creative solutions helping them tocreate a lasting impression on their clients, which canhave a tremendous influence on their decision making .

Industries that can be benefited from our creative solutionsinclude:

SoftwareSolutions offered: Corporate presentation, Product demos,

Marketing Presentations, Presentations for exhibitions,Success stories, CBTs, WBTs, Campus walkthroughpresentations, motivational presentations, webpromotions etc.

EngineeringSolutions offered: Corporate presentation, Product demos,



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BPOSolutions offered: Corporate presentation, Product demos,


EducationSolutions offered: Corporate presentation, Product demos,

Marketing Presentations, Presentations for exhibitions,Success stories, CBTs, WBTs, Campus walkthroughpresentations, motivational presentations, Posters,Brochures, web promotions etc.

EntertainmentSolutions offered: High quality Video Shooting, 2D and 3D

animations, Special effects, voiceovers, websites,brochures, posters etc.

Builders and promotersSolutions offered: Corporate presentation, Presentations for

exhibitions, walkthrough presentations, curtain Raisers,Posters, Brochures, websites etc.

Pharma

Solutions offered: Corporate presentation, Product demos,Marketing Presentations, Presentations for exhibitions,Success stories, CBTs, WBTs, Campus walkthroughpresentations, motivational presentations, Posters,Brochures, web promotions etc.


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AgricultureSolutions offered: Corporate presentation, Product demos,

Marketing Presentations, Presentations for exhibitions,Success stories, CBTs, WBTs, Campus walkthroughpresentations, motivational presentations, Posters,Brochures, web promotions etc.

Positioning Strategies

Creative, reliable and affordable this is how we wouldposition our company. Our ability to provide mostcreative ideas, concepts and branding has exceededclients expectations and helped us compete globally.Our team is the source of knowledge, idea andstrategies. We give the best Value for money.

Search Engine Positioning

A basic web positioning strategy is a comprehensive searchmarketing program that utilizes both Search EnginePositioning and Search Engine Marketing to gain thecomparable advantages of both to drive new customers toour web site.

One of the primary ways in which people find web sites isthrough search engines. If a Web site can be easily found

by the search engines, the amount of qualified traffic itreceives will greatly increase, thereby maximizing salesand other business opportunities. Just like advertisingagencies, PR firms and professional marketing firms, youshould only trust the experienced industry experts withyour search engine positioning.


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The SEO person/firm you hire should act as your "WebMarketing Partner" and they should be available andaccountable. The developed online marketing andpositioning strategy should complement the overallmarketing focus of the company.


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Marketing Mix Strategies and implementation

Product Strategies

CMPT has been serving clients over the years, with itseffective and creative services, having a lasting impressionon its clients, which have had tremendous influence on thedecision makings of the company. The services offered byCMPT include

Multimedia Services, Animation Services, Internet Solutions,Print Solutions, Broadcast Solutions.

CMPTs Multimedia services include:

Corporate Presentation

Interactive Presentations

Marketing Presentations

Marketing Collateral Kits

Product Demo

CBTs and WBTs Product Walkthrough

CD-ROM Publishing

Documentaries

Content Localization

Event Archrivals

Professional Voice-over

Professional Video Shooting

Compiling the power of technology with creativity andinnovation, CMPT has excelled in designing user-


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friendly and interactive multimedia solutions that fulfillsyour business requirements. CMPT offers cost effectivesolutions that are technically perfect and aestheticallycharming.

With the booming of gaming and other entertainmentindustries the key player in the communicationsegment is Multimedia, Integrated IT, Communicationand Media, Multimedia makes communicationsinteractive, immersive and powerful resulting in BetterCommunications.

CMPTs Animation services include:

2D Animation

Cell Animation

Cartoon Animation

3D Modeling

3D Animation

3D Simulations 3D Architectural Walkthroughs

Flash Animation

Logo Animation

Special Effects

Short Films

Virtual Reality

Curtain Raisers

360 Degree Panoramas


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CMPT has been developing animations for variousneeds such as for films, television, Simulations, Specialeffects and many more. We assure you that we candeliver animations that match to the standards of someof the top animation production companies across theglobe.

CMPTs Internet Solutions include:

Website design and development

Multi-language Websites

Dynamic Websites

Web Applications

Portal Designing

Flash Intros

Web Hosting

SEO and Web Promotion

Website Maintenance E-learning

E-Commerce

Streaming Video

CMPT has a pool of highly talented personnel who havemastered the art and science of internet solutions. Withthe right blend of technology, creativity and innovation,CMPT designs user-friendly, cost effective, and resultoriented internet solutions that fulfill your businessrequirements

CMPTs Print Solutions include:


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Corporate Identity

Brochures/ Folders

Posters and Banners

Letterheads, Envelopes and Business Cards

Package Designing

Fliers and Pamphlets

Designing of CD Label/Jacket/Case

Print is one of the age-ole mediums for communication.CMPT understands the importance of the print solutionsand has designed comprehensive print solutions tomeet the needs of the industry. We assure you thatthese solutions will help in creating a unique identityand impression on the target audience.

CMPTs Broadcast Solutions include:

Development of TV Commercials

Beta Quality Video Shooting Video Editing and Titling

Development of Radio Commercials

Development of Jingles

Airtime on TV Channels

Airtime on Radio channels

CMPT understands the mindset of the TV audience anddesigns solutions that bring more and more returns oninvestment. We assure you that these solutions willhelp in creating instant impact and long lastinginfluence on the target audience.


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Pricing StrategiesFor most business owners, cost, both residual and one-timeare huge influences on the decisions they make regardingeveryday operations of their company. Even though we offer100% customized services and our pricing is based on anhourly fee, to make it easier and less confusing for theclients.

Since our services are offered on a large scale of variety andeach service requires a distinguished pooling of talent andexpertise, we have different slabs of prices which will begiven to the client on request.

Promotion StrategiesOur target client is part of a very specific demographic, forthis reason, we market and promote our services in a directand specifically targeted manner.

Print Ads: Currently we advertise in eight separate area yellow

page directories. All our ads appear under eitherthe Internet Services or Website Design headings.

CMPT also has an ad listing in a national businessdirectory under the heading of Web Developers .

In the near future we will feature ads in several areabusiness publications.

Direct Mail and Fax:


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We have sent out targeted bulk mail flyerspromoting special offerings by our company.

We have participated in targeted broadcast faxpromotions to small businesses in our area.

In the near future we will begin a new aggressive,ongoing bulk mail campaign to promote our Webdevelopment and hosting services.

Mass Media Ads: We will begin advertising on a broader scale within

the next six months. Radio spots will be continuouslyplayed during local area talk shows and newsprograms, this placement is intended to reach thehighest percentage of our target client possible.

Billboard ad placement will be the second massmedia marketing campaign we will implement intoour marketing efforts. Billboard ads will be intendedas 'name recognition' advertising.

Educational Seminars: CMPT has been invited to speak to business owners

and managers at several Internet and Web-relatededucational seminars on a variety of topic. In thenear future, we will promote our services throughthese seminars.

Local Area Commerce Groups: To promote our services and our name as a

participant in the Web services industry, we will be joining many of the local area Chamber of Commerce groups and various other strategicpartnership clubs.


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Control Structure

To monitor the success and the hardships of the

organization, we have a control structure and a talentedteam to face any challenges put forward by the clients.

Experience Rich Crew:

The true strength of CMPT lies in its strong, talented andexperience rich team. People power is the main reason forthe unparalleled achievements of the company. Our Caringteam of experts, which worships the god in details, assumesany challenge that the client brings to our table andemerges out with the profitable solution that invariablyconvinces the client of its potential to succeed in the face of tough competition.

Versatility & Expertise:

Versatility & Expertise are the value of our team assures to aclient. With the rich and in depth experience, the dynamicteam of CMPT has been serving different verticals with world

class solutions.CMPT has in its crew highly talented and experiencedcreative directors, scriptwriters, 2D/3D Animators, SEOSpecialists, programmers, Video production Crew, etc, whobeautifully blends their expertise complementing to acomplete cohesive team. Our team is aware of theadvancing global technologies and adopts them to theadvantages of the clients. The team is highly creative andgood in visualizing the image and impact that the productwill create to the target audience.

Our team comprises of

Creative Directors


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Intelligent writers

Artists

Software Engineers

Animators

Audio Engineers

Programmers

Designers

Outdoor shooting crew.

Contingency Plan

If things dont go according to our plan, CMPT has theability to change strategies quickly by revamping thecreative team and administration and pool in new talentwho know the Australian population very well and has theability to compete even more.

If things fail due to price structure, then we shall changeour pricing strategy according to the tastes of the clients,by still keeping our profit margins and not compromisingon quality. We shall do extensive advertising to promoteour business and hire even more rich professionals toattract our target audience. But the plan that we have laid

out is for 3 to 5 years. We will have to wait in the initialyears to taste success and wait for the breakeven point.And then do the required changes to stay in the business.Our vision is very clear to ensure our creative services allover the globe, helping every company to reap the


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Conclusion

Creative MediaPulse Technologies is built on transparency,understanding, survey, recommending solutions, deliver highquality solutions and respect clients feedback andsuggestion. Establishing our new office in Australia is ourbiggest challenge and opportunity, and we are sure that ourtalented team of professionals will go out of their way toachieve the target and help the company grow in leaps andbounds.

mkt 651: global marketing

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