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1、GoBlue Inc. GoBlue ConnectorsTeam: Innovative MarketersGlenn FialaJoy BabalolaLaurie WellsRobbie ChapmanTerrence PhillipsAMBA 603Dr. Murray MillsonAugust 10, 2008Table of ContentsTABLE OF CONTENTS21.0EXECUTIVE SUMMARY32.0SITUATION ANALYSIS32.1Mission32.2Product or Service Description32.3Value Propos
2、ition42.4SWOT Analysis - Strengths, Weaknesses, Opportunities, and Threats42.4.1 Strengths42.4.2Weaknesses42.4.3Opportunities42.4.4Threats52.5Critical Issues53.0MARKET ANALYSIS53.1Macro Environment53.2Market Size and Growth53.3Market Trends53.4Target Market Analysis53.5Customer/Consumer Analysis63.6
3、Need Analysis63.7Competitive Analysis63.7.1Direct Competition63.7.2Indirect Competition64.0STRATEGY64.1Marketing Objectives64.2Financial Objectives74.3Positioning Strategy84.4Product Strategy84.5Price Strategy84.6Distribution Strategy (Direct and Indirect)84.7Integrated Marketing Communications Stra
4、tegy84.8Branding84.9Marketing Research85.0FINANCIAL ANALYSIS85.1Break-Even Analysis85.2Sales Forecast85.3Expense Forecast86.0IMPLEMENTATION AND CONTROL86.1Implementation96.2Controls96.3Marketing Organization96.4Contingency Planning91.0 Executive Summary2.0 Situation Analysis2.1 MissionThe mission of
5、 the Innovative Marketers is to develop a more convenient means for the non-technical consumer to enjoy electronic components in a wireless capacity. 2.2 Product or Service DescriptionGoBlue connectors are a line of wireless audio and stereo component connectors. The connectors will initially be off
6、ered in four different product groups which include: component RCA, High-Definition Multimedia Interface (HDMI), and audio connectors.The GoBlue unit without the component connectors attached are two and one half inches long, five eights inches wide, and five eights inches deep. (see Appendix 1). Ea
7、ch unit is encased in a white plastic covering with a GoBlue logo printed lengthwise along one of the sides. Also, on the topside of the cover is a small opening for a small blue light-emitting diode (LED) to slide into. The LED light is a status indicator providing information to the user about the
8、 connection between the paired units. The backside of the case designates whether it is a transmitting or receiving device with the words transmitting or receiving embossed onto the casing. For example, to connect the audio portion of DVD player to a stereo system, the DVD player would get a transmi
9、tting GoBlue connector and the stereo receiver would get a receiving GoBlue connector.Each GoBlue component connectors has an Intel Ultra-Wideband (UWB) chip. The chips are designed to provide low-power short-range radio transmissions within a thirty foot area (Intel Technology & Research, 2007) Eac
10、h GoBlue component connector have a built in power generator. The power generators receive their power from two tiny magnets that spin around a copper coil. The power generator is well insulated to avoid any interference with the electronic equipment and the UWB radio transmissions. Estimate product
11、 life is fifteen years.2.3 Value Proposition2.4 SWOT Analysis - Strengths, Weaknesses, Opportunities, and ThreatsThe Innovative Marketers management team for GoBlue Inc. will need to develop a SWOT analysis. The SWOT analysis should examine the internal and external environments to pinpoint GoBlues
12、products strengths, weakness, opportunities, and threats (Kotler & Keller, 2006, p.30).2.4.1 StrengthsGoBlue connectors product strength is that it is an original invention, taking existing technology from other products joining them together to create a new innovative product. GoBlue connectors are
13、 small and easy to use, and will allow the consumer to have the freedom to move their TV and stereo components around a room with out the hassle of cables. GoBlue connectors come pre-paired, programmed to find their mate automatically, making them user-friendly for even the most technology challenge
14、d.2.4.2 WeaknessesGoBlue connectors main weakness is price; potential customers may not feel the need to replace existing component wire cables with wireless devices that are comparable in price. In addition, GoBlue connectors are limited to distance of around thirty feet between each connector. Due
15、 to bad experiences with other Bluetooth devices such as hands free mobile headsets, users may also have the perception that the wireless connectors do not provide the same quality as wired connectors. Moreover there are a limited number of purchases expected from each customer, attributable to the
16、limited number of connectors needed and the long reliability of each connection device. Finally GoBlue Inc. has limited capital, which will require the company to seek out loans, and outside investors to ensure funds are available for marketing and production of the GoBlue connectors.2.4.3 Opportuni
17、tiesThe main opportunity is that GoBlue connectors can truly be the first wireless connectors to reach the market place. As more households purchase flat screen TVs the traditional placement inside a cabinet, on a table or stand is changing. Consumers are looking for ways to hide or eliminate unsigh
18、tly wires especially since many TVs are now being mounted on walls. Likewise consumers are looking for more convenient ways of placing stereo speakers to achieve the full effect of stereo surround sound technology without the hassle of burying wires under carpet, running them through walls attics or
19、 craw spaces. GoBlue connectors will allow consumers to convert all or part of their system to wireless technology based upon the consumer needs. GoBlue Inc. also has opportunities to expand in the global market place through: indirect and direct exporting, licensing, joint venture, or direct invest
20、ment (Kottler & Keller, 2006, p.334 335).2.4.4 ThreatsThere are two main threats that GoBlue Inc faces with the GoBlue connectors:GoBlue connectors in a depressed economy could be considered a luxury or nonessential item. The second threat is competition; a competitor will get a similar product to m
21、arket first.2.5 Critical Issues3.0 Market Analysis3.1 Macro EnvironmentThe following macroenvironmental trends are concerns the Innovative Marketers will focus their attention and possible solutions to current trends identified.Demographic EnvironmentThe concern for release in the United States conc
22、erning the demographic environment is considering the quantity to be released in the less densely populated areas. The concern would be releasing more product than necessary to areas that does not have the population to support the number of sales required to move the GoBlue product from the shelves
23、. The current plan would be to ensure the distributor understands the limited funds available for production and distribute the GoBlue product to areas that would support the highest number of customers for a given area.If the GoBlue product is distributed world wide after a successful release in th
24、e United States, the under developed regions of the world will have to be studied and identify if the GoBlue product would need to be distributed to these areas. There are a number of other concerns when considering a world wide release, but our current focus is if the product will be supported in o
25、ther countries. Do to the vast number of problems that may be encountered with a world wide release the team would have to research a number of variables that would need to be corrected and cleared with the other countries in which the GoBlue product is to be released.Economic EnvironmentAlthough th
26、ere are indications of a recession currently in the United States, retail markets are reporting higher than expected sales for consumer electronic devices. Best Buy (2008), reports that 41% of their overall sales are generated by consumer electronic devices and does not foresee a decline in the near
27、 future. With the mandate for digital television signaling to happen in early 2009 (NTIA, 2008) more families are considering purchasing new consumer electronic equipment to replace what they currently own. This variable may add to the possibility of increased sales of the GoBlue product due to the
28、customer reviewing the ability to reduce wiring allowing for convenient layout of their new equipment and purchasing all of these items simultaneously.With the continued threat of a recession on the horizon in the United States this is a major consideration that may reduce the overall sales for the
29、GoBlue product. There may be less expendable cash available to many families and spending may be reduced on items that are not required. If there is no means to make the GoBlue products capability of removing wiring and allowing for free movement of the electronic equipment within a family room a ne
30、ed by the consumer, then other considerations may be necessary. A plausible consideration is to research for an alternate use or ability of the GoBlue product and consider distribution to industry, college campuses and corporations. Social-Cultural EnvironmentCustomers may be concerned with environm
31、ental issues that may arise during production and sales of the GoBlue product. In order to support the customer concerns the team will identify the products used can be fabricated and handled within the standards designated by the government. If at all possible research a means to improve upon the s
32、tandards if any one portion of the fabrication is questionable. There, will be a recycle program implemented so that customers who have purchased the GoBlue product can return an outdated product for a discount on a newly released product. This will allow for the older product to be reused to its fu
33、ll extent and either recycled for parts or refurbished for distribution at a reduced cost.Natural EnvironmentIn order to support the continued concern for the natural environment, the team will implement all environmental standards required in order to provide the best product available with the lea
34、st amount of waste and power consumption. Technological EnvironmentThe continued improvement of the technological environment provides numerous possibilities for the GoBlue product and what the team can provide to its customers. The team will monitor possible solutions that may reduce cost of the eq
35、uipment or improve operability. The possibilities are endless with the continued updates to technological trends, in the end, the team will provide updated support to the GoBlue product and research possible other innovative ideas.In order to increase sales the Innovative Marketers website will be u
36、sed to distribute and sale the GoBlue product to individual consumers. The advertisement and marketing directed towards attracting consumers for the GoBlue website will be designed by using demographic information that has identified markets with the most disposable income that has been used on cons
37、umer electronic equipment. Using the website sales technique it is expected to generate another 15 20% more sales above those sales made in the distribution centers. Political-Legal EnvironmentThere is concern dealing with the legal environment and the GoBlue product. There is patents, and licensing
38、 that will need to be researched and purchased in order to complete the product distribution. Another concern dealing with the legal environment is concerning the Radio Frequency (RF) spectrum utilized by the GoBlue product. The RF spectrum is a limited spectrum of intelligence carrying capability.
39、The RF spectrum is used by many varying companies within the United States and the world and in order to prevent conflicts these spectrums are monitored and controlled. For the United Stated the RF spectrum is monitored and controlled by the Federal Communications Commission and auctions are held by
40、 them on varying dates throughout the year (FCC, 2008). These auctions provide a means for companies to purchase the right to use RF spectrums that technology was once unable to use, or spectrums of older technology no longer utilized. If the team purchases the licensing from IBM then no spectrum wi
41、ll need to be purchased, however if there needs to be another source RF spectrum licensing may become yet another cost concern. For the team to distribute the GoBlue product there will need to be an electrical engineer and a lawyer involved to prevent any boundaries crossed. 3.2 Market Size and Grow
42、thGoBlues market will include just about every household in the world. One would be hard pressed to find a home that does not have a television and some sort of audio or video component. With that said, it is anticipated that the market for the GoBlue Connectors will grow tremendously as consumers p
43、urchase high end audio and video equipment for their entertainment needs. The market for flat screen televisions, high tech audio components, as well as portable audio and video equipment will increase and there will be the need to have all these components communicate with each other. Customer will
44、 be looking for a wireless solution. Figure 1 below illustrates Innovative Marketers 5 year sales projection for GoBlue Connectors. Figure 2 illustrates the market growth for LCD televisions over a six year period. As indicated above, Innovative Marketers are hedging their projections on the sale of
45、 high end audio and video components, which is expected to grow over the next 5 years.Figure 1 GoBlue Sales Projection (5-year)Figure 2 - Market Growth for LCD TelevisionsUsing the caption in Figure 2 above as a benchmark, Innovative Marketers can project significant growth over the next 5 years for
46、 the GoBlue Connectors. 3.3 Market Trends3.4 Target Market AnalysisAs the accessory market has grown, the need to reduce wires has created demand for this cable free technology, said Andrew Newman, product manager at Eleksen. (Tech News World, 2005) The electronic industry is in a boom period and is
47、 screaming for wireless components. With the Bluetooth movement, people have become familiar with the ease and convenience of going wireless, and they like it. “Manufacturers are already hinting at near-future products. DVD players, game consoles, TVs, and projectors are all possible candidates. But
48、 theres a catch: Until theres an industry-recognized wireless high-def standard, well be wondering if our Sanyo projector can talk to our Samsung TV.” (Sound & Vision, 2008) The GoBlue Connector is the answer to this mystery. Even with the economy strain of today, Best Buy reported in their 2008 Annual Report that 41% of the revenue earned was from the sale of electronics
