Marketing Plan for Blockbuster Enrertainment Essay example

3551 Words Jan 1st, 2013 15 Pages
MARKETING PLAN FOR BLOCKBUSTER ENRERTAINMENT

COURSE: BA2, GROUP C.

GROUP MEMBERS: * SAMI ELIAS KIBUTA (L0796AAAA00211) * MOHAMMED ABUL KAISAR (L0798MHMHO211) * FATMA ABDULRAHMAN MOHAMMED (L0809LMLM0211) * NISANTHINI SIVASELVAM (L0818KDKD0211)

MODULE: MARKETING MANAGEMENT

LECTURER: LUISE HUNT

Table of Contents

I. MARKETING PLAN SUMMARY 4 II. GENERAL COMPANY DESCRIPTION 4 III. MARKETING ENVIRONMENT AND SWOT ANALYSIS 5 IV. SMART objectives: 6 V. STP STRATEGIES (Segmenting, Targeting and Positioning) 6 VI. MARKETING AND THE 7 Ps 11 VII. CONTROL AND EVALUATION 16 VIII. REFERENCES 17 IX. BIBLIOGRAPHY 17

I. MARKETING PLAN SUMMARY
This marketing plan aims at providing the best
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This can be implemented over a period of 3 years. 4. Employing a better and innovative CEO with not only the proper skills and qualifications, but also the required business instincts to know when and how to take action. Jim Keyes, the current CEO, is not that person. His contract will be ending in 2012 and his position will need to be replaced with someone who is much quicker in making decisions 5. Repaying the debt that in 2008 amounted to $900 million. A period of 7 years will be needed to pay half of this amount.

V. STP STRATEGIES (Segmenting, Targeting and Positioning)
Before breaking down the STP strategies that Blockbuster should undertake, it is important to first understand the relationship between its market and the products that it should be offering by considering the Ansoff Matrix.

1. PRODUCTS: Blockbuster is already delivering most of the products that it ought to. These products are DVDs, Blu-ray, Video Games and other digital contents. Consequently, these would be categorised under existing products. 2. MARKET: Since one of our SMART objectives is to expand the international market, we will be dealing with both the current market and the new international market.
From this information, it can then be understood that Blockbuster will need to focus on Market Penetration and Market Development.
SEGMENTING
This refers to the

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