Redbox Marketing Plan
Redbox – Marketing Plan U.S.A
Redbox – Marketing Plan U.S.A
1 Contents 1 Contents 1 2 Executive Summary 3 3 Introduction 3 4 Problem Statement 4 5 External Analysis 4 5.1 Marketing Segmentation 4 5.1.1 Geographic Segmentation 4 5.1.2 Demographic Segmentation 4 5.1.3 Pshychographic Segmentation 4 5.2 DESTEP analysis 5 5.2.1 Demography 5 5.2.2 Geographic 5 5.2.3 Economy 5 5.2.4 Political 5 5.2.5 Social 6 5.2.6 Technological 6 5.3 Competitors Analysis 6 6 Internal Analysis 7 6.1 Current Target Market 7 6.2 Current Positioning 7 6.3 Competitive Advantage 8 6.4 Current Marketing Mix 8 7 Strengths, Weaknesses, Opportunities and Threat Analysis 9 7.1 Strengths 9 7.2 Weaknesses 9 7.3 Opportunities 10 7.4 Threats 10 7.5 Confrontation Matrix 11 8 Market targeting, positioning 11 9 Strategy 12 9.1 Positioning 12 9.2 Product Strategy 12 9.3 Pricing Strategy 12 9.4 Marketing Communications Strategy 13 9.5 Distribution strategy 13 10 Action Plans 13 11 Objectives 15 11.1 Short-term goals 15 11.2 Long-term goals: 16 12 Issues 16 13 Marketing Mix (future oriented) 16 14 Controls 17 15 Recommendations to the decision maker 18 16 Bibliography 19 17 Appendices 20 17.1 Problems 20 17.2 Peer Evaluation 20
2 Executive Summary
Redbox is facing two main issues, one being the online business. Redbox is preparing to launch an online video streaming service within 5 months on the market and will try to get a significant market share in the long run. The other issue is problem with major film studios, but Redbox is going to make a new agreement with them, which is a financial issue and means that costs will increase. Redbos will also enlarge their video games and Blu-Ray portfolio and in addition the functionality of the vending machine is going to be improved. There are going to be as many as four slots per vending machine for rentals and returns. Furthermore, Redbox is going to expand in terms of numbers of kiosks and also will make a
Redbox – Marketing Plan U.S.A
1 Contents 1 Contents 1 2 Executive Summary 3 3 Introduction 3 4 Problem Statement 4 5 External Analysis 4 5.1 Marketing Segmentation 4 5.1.1 Geographic Segmentation 4 5.1.2 Demographic Segmentation 4 5.1.3 Pshychographic Segmentation 4 5.2 DESTEP analysis 5 5.2.1 Demography 5 5.2.2 Geographic 5 5.2.3 Economy 5 5.2.4 Political 5 5.2.5 Social 6 5.2.6 Technological 6 5.3 Competitors Analysis 6 6 Internal Analysis 7 6.1 Current Target Market 7 6.2 Current Positioning 7 6.3 Competitive Advantage 8 6.4 Current Marketing Mix 8 7 Strengths, Weaknesses, Opportunities and Threat Analysis 9 7.1 Strengths 9 7.2 Weaknesses 9 7.3 Opportunities 10 7.4 Threats 10 7.5 Confrontation Matrix 11 8 Market targeting, positioning 11 9 Strategy 12 9.1 Positioning 12 9.2 Product Strategy 12 9.3 Pricing Strategy 12 9.4 Marketing Communications Strategy 13 9.5 Distribution strategy 13 10 Action Plans 13 11 Objectives 15 11.1 Short-term goals 15 11.2 Long-term goals: 16 12 Issues 16 13 Marketing Mix (future oriented) 16 14 Controls 17 15 Recommendations to the decision maker 18 16 Bibliography 19 17 Appendices 20 17.1 Problems 20 17.2 Peer Evaluation 20
2 Executive Summary
Redbox is facing two main issues, one being the online business. Redbox is preparing to launch an online video streaming service within 5 months on the market and will try to get a significant market share in the long run. The other issue is problem with major film studios, but Redbox is going to make a new agreement with them, which is a financial issue and means that costs will increase. Redbos will also enlarge their video games and Blu-Ray portfolio and in addition the functionality of the vending machine is going to be improved. There are going to be as many as four slots per vending machine for rentals and returns. Furthermore, Redbox is going to expand in terms of numbers of kiosks and also will make a