The launch of a new concept on the market - A revolutionnary war game

Christopher F.

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The launch of a new concept on the market - A revolutionnary war game

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Thèmes abordés

Launch, new concept, market, war game, video games, consumption trends, positioning, players, competitors, SWOT, competitiveness, customers, marketing, strategy

Lecture
Résumé
Sommaire
Extraits

Résumé du document

This case provides a lot of different tools to understand the implementation of a new product or concept on the market. This case deals a lot with a marketing part, which shows to what extent the launch of a new concept is important. In another part, you will see the launch of a new concept of real entertainment activity.

Sommaire

Market Analysis
1. Quantitative and qualitative data
2. Number of segment
3. Rate of evolution of the market
Market Analysis (second part)
1. Consumption trends, buyer behaviour
2. Survey results
Market Analysis (third part)
Presentation of the company
Swot Analysis
Formulation of the problem and the development of 3 potential/alternative solutions and then the choice of the most relevant solution
1. Problems
2. Solutions
Presentation of the strategy chosen
1. Segmentation
2. Targeting
3. Positioning
Detail of the Product policy
Detail of the pricing strategy
Determination of the price, estimated cost of production, level of profitability, level of pricing competitiveness, perception of the customers
Detail of the distribution strategy: selection of the channel of distribution, detail of logistic, implication for retail (if any)
Detail of the promotion policy
1. Choice of media
2. Promotion strategy
Marketing Plan
1. Our marketing plan
2. Monitoring and control
3. Results expected

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Extraits

[...] After the analysis of the study realized, we found that the students, the employees and the workers are the three biggest class that are interested in that kind of product. They represent 6O% of the potential customer. C. Positioning Contrary to others activities our experience is more physic and realistic. Effectively, our product is more attractive because the experience happens during 2-3 days and not only one session like ours competitors. The fact that it is a real simulation people will be more interested because there are a lot of documentaries about this part of history and many people want to live again this event. [...]

[...] until general, which is responsible for the commandment of the entire troups. Return on investment The return on investment is the profitability of the project: Gains divided by Initial investment. So, it is when our project will be profitable compared to our initial investment. We have to calculate all the irrecoverable costs and fixed costs (all the investments), like the buildings, the tents, the weapons, advertisement. This is an estimation of our costs. To begin, the field is lent by the Regional Council. [...]

[...] - Posters euros - Stands euros to promote our project and to have some place in all sports shops We use an affordable method for our promotion (setting the promotion budget at the level management thinks the company can afford). To conclude on promotion strategy we can say that we use a pull strategy ( A promotion strategy that calls for spending a lot on advertising and consumers promotions to build up consumers demand. XIII.Marketing Plan: scheduled actions, results expected, monitoring and control, contingencies. Demonstration of how it meets all marketing and corporate objectives. [...]

[...] Plus, we have a lot of variable costs, that we will have to pay. So the problem will be in setting the price because we need to recover the investment quite sonly. We don't know how to position ourselves in the market because the competitors only propose one activity whereas we propose multi-activity stay. So a big part of our work will be in the financial side Problems with the environment Another problem of the project is the environment. Indeed, today more and more people are lifeguard of the environment. [...]

[...] We are not just a paintball activity, but there is really other advantages. III. Market Analysis (third part) Who are our competitors on the market? It is very difficult to find a stereotype of the competitor we will face. Indeed, we are facing to a lot of different competitors: - Paintball for example which is a kind of extreme sport and which an activity we propose in our project is. - Climbing is another activity we will develop and we have some competitors like What'up An example of the price of one of our competitors - We also face to travel agency for young people like Totem which proposes a skiing week in all inclusive for example. [...]

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