Business Plan
Section 3: Market
The success of an organization is determined the nature of the market that the organization suppliers its products and services. The market helps the management to determine the quantity and nature of production, such that they cater for the needs and interests of the consumers. The company targets at providing gaming applications to the mobile phones and related devices.
Trend
The company aims at developing and producing mobile and web-based game applications for Apple’s iOS platform and Google’s Android mobile operating system. In line to this, the company assumes to distribute its products and services to a larger market to test the usage and effectiveness of the applications to the clients in order to determine the future progress of the organization in mobile phones applications. There is an expectation that the market growth for the devices with the applications will rise faster due to the effectiveness and compatibility of the applications to the end users.
Size and Potential
After a research conducted by the piloting team of the products from various market platforms, it has been approximated that 9 out of ten individuals using the mobile phones, iPods and related mobile devices are interested in the game based applications in their mobile operating system. Thus, the size of the targeted market can be considered high and it is the obligation of the managers and producers to increase their production to meet the expected high demand of the mobile devices with these applications.
There are so many advantages accrued from using the gaming applications for Apple’s iOS platform and Google’s Android mobile operating system. Considering the fact that the products will initially be free in the market suffices to show that there is a potentially high expectation of large number of users, and consequently increased demand that would otherwise raise the percentage of usage of the application.
Competition
With the increased rate of technological innovations and digital technologies, the company expects a high competition from various organizations which might be modifying their ideas to develop and produce better gaming applications (Homburg, Sabine, & Harley, 2009). For instance, Kwenga Technologies is an industry that is raising in technological innovations and it might subject the company to great competition. It is therefore the responsibility of the designers, producers and the managers to develop high quality applications and improve their marketing strategies to achieve and maintain its competitive advantage over its competitors.
Customers
The targeted customers for these applications are the young people and the aging individuals. Beings gaming applications, and with respect to the benefits accrued from gaming activities to human health, there is an expectation that the young people with access to the mobile devices and other devices that are compatible to the applications will be greatly interested in using them (Aaker, 2009). Therefore, the company will aim at gaining the interests of these individuals as its potential customers, and since the population of these potential clients is high, the company needs to strategize at increasing its production among other aspects that it needs to consider.
Structure
Considering the expected appropriate structure that can be adapted by the organization, it is essential to consider the distribution and the supply chain of the products and services offered by the organization (Fred, 2012). The Cluiche Studios should ensure there is an elaborated and defined management structure such that products are well managed and supplied to the targeted markets accordingly. For instance, the organization should adapt a structure that runs from the departmental managements such that it has the production department, finance department, supply and distribution department, human resource department, marketing and sales department, and the executive department. This guarantees the organization success and proficiency in its operations.
SWOT Analysis
The major aim of the SWOT analysis of any company is to determine and maintain the strengths of the company, utilize the available opportunities, identify and manage the weaknesses of the organization and preventing the threats of the company from affecting the company negatively by detecting them and strategizing on using the threats to improve the weaknesses of the company.
Strengths
Being a software and program designer, the company has several strengths that can be assumed to have some positive impacts to the firm. The fact that the initial launching of the gaming applications to the markets will integrate freemium model whereby the basic products and services will be freely made available to the users is an indication that the firm will capture uncountable clients for its products and services.
The distribution and supply chain adopted by the company is also sufficient such that the clients will have a defined access to the products that the organization offers. With its services and products targeting a global market, the company enjoys various benefits as it will locate its marketers and promoters at the major cities in the respective countries, where the population of the expected potential customers is high (Laermer, 2010).
Having qualified marketing and promotion team is an added advantage to the company as it is guaranteed to secure a relatively high number of clients within a very short time (Kerin & Rudelius, 2010). The company also has qualified, knowledgeable and skilled software engineers who are responsible for production of high quality application free from detectable software failures.
Weaknesses
As evident from many technological innovative companies, the major weakness is the limited financial resources. The company might needs to incorporate a financial aiding organization to boost its operations and promotional approaches. However, with the help of this business plan, the company has an opportunity of managing its limited financial resources and meet all its operations’ requirements without an external financial sponsor.
Opportunities
Being a long-term project, the company is expected to capture large customers and consequently grow and expand. The company should therefore utilize this advantage to beat its competitors and increase its users.
Threats
The opportunity loss in terms of the operations and services being offered by the company being lost due to the current non-trading is one of the threats the company is facing. The other threat is the stiff competitions from other technological innovative organizations such as the Kwenga Technologies.
Section 4: Market Strategy
Objectives
The success and proficiency of an organization are determined by the percentage of realization and achievement of the set objectives. Some of the defined objectives of the company are:
- Attainment of high sales at minimum operational cost
- Utilization of the opportunities and threats to outdo the weaknesses of the company
- Producing and developing high quality products to the end users
- Utilizing any available business idea to improve its performance.
Product
The mobile and web based gaming applications are considered as the main products or software developed and produced by Cluiche Studios. The specifications of the applications are different with respect to the devices to which the applications will be installed. The compatibility of the application also varies and it is made possible by the qualified and experienced
Price
The products and services of the company are initially made free to the end users. However, with increase in demand, a specified pricing will be devised with consideration of the income of the targeted consumers and the demand of the applications. The pricing will be done with integration of the aspect of production cost among other costs incurred in production, distribution and sales of the products and their accompanying services.
Place
Since the company targets global markets, it aims at placing its products and services to the major cities in as many countries as possible. This will be managed by the sales and marketing directors who are hired with respect to their experience, skills and managerial knowledge.
Promotion
The company aims at using the internet as its major marketing and promotion site. Considering the fact that the applications are web based, using internet via the social media guarantees the company popularity as the targeted customers largely use the social media during their free time. In addition, the sales and marketing directors may integrate the use of televisions and major newspapers in the United States such as The New York Times (Koichi, 2009).
References
Aaker, D. (2009). Strategic Market Management. Cambridge: Cambridge University Press
Fred, M. (2012). Promotional Strategies. Retrieved on 29th January 2013 from: http://www.promosales.com.au/promotional-strategies.html
Homburg, C., Sabine, K. & Harley, K. (2009). Marketing Management - A Contemporary Perspective (1st ed.). London: Wiley
Kerin, H. & Rudelius, K. (2010). Marketing, The Core, (4th Ed) New York: McGraw Hill Publishing
Koichi, S. (2009). Advertising Theory and Strategies. New York: Souseisha Book Company.
Laermer, R. (2010). Punk Marketing. New York: Harper Collins
