Marketing Plan
MKT 2310
Marketing Management
Group Project Marketing Plan
Executive Summary
Good bye steel keys. Hello, cell phone key
Smart’s key is a lock making company that just getting into the HK market. Smart’s key offers innovative, creative and convenience option for the lock market. The products offerings are quite a change relative to the existing lock market which is quite stagnant. Most people make the incorrect assumption that key is just steel with different shapes or a card of access.
But we tell you that it is not.
Smart’s key will inject new life into the lock market, leveraging innovative ideas and providing creative new lock options. With the industry insight of Smart’s and the great market opportunity will allow Smart’s Key to reach profitability by the end of year two.
Situation Analysis
Smart’s key is entering the first year of operation, a comprehensive marketing plan is fundamental to reach profitability and ensure success. Smart’s key offers a trendy and convenient device of keys to the innovative users. The basic market need is device which maintains the safety for people. Smart’s uses a sophisticated system to enhance and facilitate the convenience and safety of people’s wealth.
Micro-environmental analysis
For Smart-Key, we have used five of these major actors to analyze the microenvironment of her. 1. Supplier:
* Close-range chips of cell phone key are pioneered in Sweden by a lock maker, Assa Abloy. * It will be our sole supplier for both the chips and locks. Their bargaining power is large.
* The scale and the distribution of the subsidiary factories of Assa Abloy are large and intense, e.g. Yale, Lockwood.
2. Customers: * Our potential buyer are the users of cell phone not limited to smart phone, all people using a mobile phone could use our services. (Appendix A)
* The bargaining power of the customers is low because there is no other substitute of our chips in Hong Kong.
3.
Marketing Management
Group Project Marketing Plan
Executive Summary
Good bye steel keys. Hello, cell phone key
Smart’s key is a lock making company that just getting into the HK market. Smart’s key offers innovative, creative and convenience option for the lock market. The products offerings are quite a change relative to the existing lock market which is quite stagnant. Most people make the incorrect assumption that key is just steel with different shapes or a card of access.
But we tell you that it is not.
Smart’s key will inject new life into the lock market, leveraging innovative ideas and providing creative new lock options. With the industry insight of Smart’s and the great market opportunity will allow Smart’s Key to reach profitability by the end of year two.
Situation Analysis
Smart’s key is entering the first year of operation, a comprehensive marketing plan is fundamental to reach profitability and ensure success. Smart’s key offers a trendy and convenient device of keys to the innovative users. The basic market need is device which maintains the safety for people. Smart’s uses a sophisticated system to enhance and facilitate the convenience and safety of people’s wealth.
Micro-environmental analysis
For Smart-Key, we have used five of these major actors to analyze the microenvironment of her. 1. Supplier:
* Close-range chips of cell phone key are pioneered in Sweden by a lock maker, Assa Abloy. * It will be our sole supplier for both the chips and locks. Their bargaining power is large.
* The scale and the distribution of the subsidiary factories of Assa Abloy are large and intense, e.g. Yale, Lockwood.
2. Customers: * Our potential buyer are the users of cell phone not limited to smart phone, all people using a mobile phone could use our services. (Appendix A)
* The bargaining power of the customers is low because there is no other substitute of our chips in Hong Kong.
3.
References: http://www.censtatd.gov.hk/hong_kong_statistics/statistical_tables/index.jsp?charsetID=1&tableID=052&subjectID= http://www.censtatd.gov.hk/hong_kong_statistics/statistical_tables/index.jsp?charsetID=1&tableID=031&subjectID= http://www.censtatd.gov.hk/hong_kong_statistics/statistical_tables/index.jsp?charsetID=1&tableID=024&subjectID= http://www.censtatd.gov.hk/hong_kong_statistics/statistical_tables/index.jsp?charsetID=1&tableID=026&subjectID=