Marketing Plan

Topics: Strategic management, Marketing, Target market Pages: 25 (3354 words) Published: February 26, 2013
Marketing Plan for Phoenix Entertainment Center

PHOENIX ENTERTAINMENT CENTER
Executive Summary

This report is to study a marketing plan of the Phoenix Entertainment Center, located in Urasa area, by targeting students from IUJ and Kitasato’s College, and younger local people. Phoenix is an entertainment center which provides various entertainment activities. Doing a situational analysis we found unsatisfied needs of the sample population, pointing towards a strong opportunity to establish Phoenix. Nonetheless, possibility of substitutes and probable boredom of going to the same places are two main threats that need to be taken into consideration.

We segmented the market geographically, demographically, and by the type of entertainment. We are targeting Urasa area, people ranging from 20 to 35 years old, who want to fulfill entertainment needs by live entertainment such as nightclubbing, bar, karaoke, etc. There are 2,266 persons in Yamato area ranging from 20 to 35 years old. Our marketing objectives are to achieve an average traffic of 60 persons per night in one year, and also achieving an average consumption per night per customer of about ¥2,000, which will match the actual willingness to spend of the prospect customers. The core product of the Phoenix is making people enjoyable and relaxed in a lively place. For the pricing strategy we used markup method and price/quality strategy to be positioned in medium quality and medium price. We will use a mix of promotion methods that will increase awareness for our entertainment center. For convenience purposes, Phoenix will open near Urasa station.

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Marketing Plan for Phoenix Entertainment Center

Table of Contents

Phoenix Entertainment Center ............................................................................................... 3  Situational Analysis................................................................................................................ 3  PEST Analysis...................................................................................................................... 3  SWOT Analysis.................................................................................................................... 4  Industry Analysis.................................................................................................................... 5  Customers ............................................................................................................................... 6  Segmentation .......................................................................................................................... 7  Targeting ................................................................................................................................ 7  Positioning .............................................................................................................................. 8  Marketing Objectives ............................................................................................................. 8  Marketing Tactics ................................................................................................................... 8  Product ................................................................................................................................. 8  Price ...................................................................................................................................... 9  Promotion ........................................................................................................................... 10  Place ................................................................................................................................... 12  APPENDIX .......................................................................................................................... 13 

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Marketing Plan for Phoenix Entertainment Center

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