The marketing options to support the diversification strategy are examined in some detail and particular attention is focussed on a promotional and communications strategy designed to build profile and relationships with key market players. These strategies include direct marketing, business-to-business advertising and media relations.
SBA now wants to protect itself from the impact of a possible downturn in its core business by diversifying into a new market. It has identified the potentially lucrative mobile games market as a possible opportunity whereby it could create and market music/sound for application in such games.
The purpose of this marketing plan is to assist the management committee in reaching a business decision on possible diversification by presenting a detailed and factual analysis of the market situation and by recommending strategies for exploiting any identified market opportunities.
Whilst there is a wealth of information and market data on the mobile gaming industry per se there is a dearth of information and market data on the ‘sub market’ of music/ sound supply to this industry. Consequently it will be necessary for the management committee to authorise some primary research in this area to ensure that business decisions are taken on the basis of authenticated data.
A mobile game is a video game played on a mobile device such as a mobile Phone or handheld computer. This does not include games played on Handheld video game systems such as PlayStation Portable and Nintendo DS are not classified as mobile gaming devices in the context of this plan. (Wikipedia, 2009)
The mobile gaming market is growing steadily. The number of worldwide gamers has increased from about 55 million in 2005 to about 183 million in 2008. Global revenue from mobile gaming in 2008 was $6.9bn and is expected to grow to $18 billion by 2014 (Roberts, B. 2009).