MARKETING

Marketing Assignment

Marketing Assignment

Introduction

In today's fast pace of globalization, the competition among the companies in every business industry has increased to great extent across the world. The companies are becoming more focused towards the implementation of effective business strategies. The companies are implementing various effective strategies and approaches in order to get the large number of target customers and to get the competitive position among the competitors in the industry (Kotler, P, Keller, K L, Ang, SH, Leong, SM and Tan, C., 2013, pp. 254). The effective and accurate marketing management has significant impact upon the overall success and growth of the company. In order to be successful in the industries, the companies are required to develop and implement effective and efficient business plans. A business plan is a formal structure that outlines the goals, objective, human resources as well as the financial resources of the company. The development of business plan is the first step in initiating the business process. The effective business plan depends upon the competent and valuable market research as the market research provides the guideline for the establishment of business goals and objectives.

In the business plan, the marketing plan has significant importance. The success of business companies depends upon the satisfied customers. In today's fast pace of competition, the competing companies use various approaches to attract the customers of the competing brands towards themselves. Therefore, the marketers have become more focused towards creating and implementing the marketing strategies and approaches that can assist the marketing managers in creating the strong brand image (Paul, Y., 2007, pp. 40). There are various factors that create the brand's images on the minds of customers as well as there are various factors that negatively impact the perception and images of the brands (Edwin, J. Nijssen, Ruud, T. F., 2000, pp. 104). The marketers carefully consider the factors that positively impact the customers' and consumers' perception, while developing the marketing plans. They develop such marketing plans and approaches that influence the customers to buy the product and services of the company (Ken W., 2010, pp. 64). The following section aims at discussing in detail the marketing plan of the two products of the company, “EarthCam”. The essential concepts of marketing management and the impact of the management upon the success of the company will also be discussed in detail while the developments of the marketing plan.

Introduction of the EARTHCAM Company

The company, “EarthCam” is basically an Australian based company that is operating in the camera product category. The company is enjoying the competitive position in the camera industry by providing the quality webcam products to the customers. The company has now found the opportunity for expanding its product category with the digital camera and it has found the opportunity to open the photo kiosk roll out in the potential locations. In Australia, the people are widely using the information technologies and other digital equipments. The cameras are also having the great market in ...