Executive Summary
Sega’s marketing plan aims to increase its market share and sales. Currently, the company is second to Nintendo corporation based on size and revenue earned in 2021. Due to intense competition in the gaming sector, Sega company wants to ensure that its products are quality and that marketing operations are focused on attracting and retaining more customers. One of the marketing strategies of the organization is to design and develop products that meet the needs of its young and old customers. The other marketing approach is to use different advertising platforms, especially digital ones such as Facebook, Twitter, and Instagram, to reach customers across the globe. I agree with the marketing strategy used by Sega because it majors on meeting customers’ needs and using digital platforms. To improve, there will be a need for Sega to use performance metrics and follow a contingency plan.
Introduction
Sega company is an organization that develops, publishes, and distributes interactive entertainment software products for various hardware platforms. The business creates and manufactures commercial-use video game machines and hardware platforms software (Mccarthy, 2019). Its entertainment software products include personal computers, wireless devices, video consoles, and many more. Sega was established in 1940 and headquartered in Irvine, US. However, the organization shifted its operations from the US to Japan (Zippia, 2021). In 2004, Sega merged with Sammy, forming Sega Sammy Holdings Incorporation, Japan’s largest computer entertainment company. Therefore, Sega is considered a global contender and an esteemed technological pioneer in a fiercely competitive sector.
Situational Analysis
Internal Company Analysis
Strengths
- Sega is among the oldest brands in video games. It successfully dominated the world of game publishing (Coulon, 2022).
- Sega produces a wide range of products to meet the different needs of its customers (Coulon, 2022).
- The corporation has a strong structure integrating corporate and other administrative functions.
Weaknesses
- Sega mainly relies on the Japanese market for digital gaming. This has limited its ability to increase its market.
- Despite integrating technology in its backend, the organization failed to harness technology in the front-end operations.
- Ineffective leadership resulted in the downfall of the organization.
Ansoff’s Strategic Matrix
The Ansoff matrix is an important strategic planning tool that offers a framework to assist organizational leaders in developing future strategies. Firstly, as shown in table 1, the market penetration strategy adopted by Sega is to increase sales (Jacobson et al., 2019). The company provides affordable pricing to attract and retain customers. Secondly, product development is focused on increasing revenue by launching new products in the current market. Sega has introduced new products: Two Point Campus and ENDLESS Dungeon, to its local market (Digitec, n.d.). Thirdly, market development involves activities practiced by the firm to promote sales of current products to the market. Fourthly, diversification involves Sega introducing its products to new markets such as London.
| Current Products | New Products | |
| Current Market | Market Penetration strategy
| Product development Sega develops new products and sells them in existing markets. The following are some of the products to be released in 2023 (Digitec, n.d.):
 |
| New Market | Market development strategy
| Diversification
|
Innovation Matrix
An innovation matrix is an important tool that shows the degree of invention adopted by the company. According to Mladenović and Vukojević (2019), an innovation matrix is a visualization of how the organization can easily determine the various kinds of innovation based on whatever goal is necessary for a certain perspective. As shown in table 2, the innovation adopted by Sega company can be categorized into breakthrough, sustaining, basic and disruptive. For example, sustaining the company’s innovation is developing quality products and adopting appropriate corporate culture and structure (Mladenović & Vukojević, 2019). This innovation improves, adds to, or makes the company’s existing models more efficient. In addition, disruptive innovation embraced by the organization is introducing new products in the market to meet the needs of its different customers.
BCHG Matrix
BCHG matrix helps an organization to make appropriate investment decisions. It provides Sega company with a framework for analyzing the effectiveness of each business unit and product to determine which ones they should invest more money into and which they should eliminate. Organizations can use the matrix to find a new product to introduce to the market (Martin, 2022). For example, as demonstrated in table 3, the stars of Sega consist of constant investment in product development and innovation as well as committed employees. The cash cows are technological infrastructure and the development of new products. The question marks are ineffective leadership team, IT, and marketing department. As a result, the matrix reveals that Sega should invest more in introducing new products.
General Electric Matrix
The General Electric Matrix is an important tool in a marketing plan because it indicates the value of a product when making an investment decision. As shown in table 4, the matrix revealed the competitive advantage of Sega company. For example, the merger between Sega and Sammy was integral to the organization because it increased its financial strength. However, the matrix shows that Sega should continue to develop quality products.
External Environmental Analysis
Opportunities
- The increasing demand for more complex digital gaming material in the market.
- The high number of people using the internet and owning smartphones.
- It is possible to collaborate with other gaming films to enhance their performance.
- Constant technological advancement increases the company’s ability to develop new products.
- The increase in the number of people using social media platforms such as Facebook, Twitter, and many others is marketing potential.
Threats
- High competition in the gaming industry. This makes it challenging to succeed in the industry because the products are similar.
- The growing perception is that the gaming industry adversely affects children’s learning abilities. This is because they spend much time playing games and reading books less (Jacobson et al., 2019).
Political Factors
The political factors are government operations that can impact Sega’s company. Japan is a constitutional monarchy and a unitary parliamentary system (Calder, 2021). The prime minister and the cabinet govern the country. People, the government, and the constitution view the emperor as a symbol of the state and a way to unite people. This provides a stable environment for businesses like Sega to operate effectively. Japan has great relationships with other developed countries like Germany, Australia, the United Kingdom, India, and France (Calder, 2021). This enables Sega company to expand its operations in other countries across the globe. Therefore, Japan offers a conducive environment for Sega to thrive due to its political stability.
Economic Factors
Japan is one of the top economies in the world. In 2020, the country’s GDP was $4.911 trillion, and it’s the 3rd highest in the globe (Calder, 2021). This is an indication that there is adequate money circulating in the economy. The unemployment rate in Japan has been consistent over the last year at less than 2% and is expected to be 2.5% by the end of 2020 (Calder, 2021). In addition, Japan’s current inflation rate is about 2.67%. The prices of products and services are affordable to customers due to a minimal fluctuation rate. Based on this, businesses such as Sega company operating in Japan can get many buyers to purchase their products. As a result, a stable economy means that most people living in the country can purchase the products.
Social and Demographic Factors
Social factors are aspects that affect the habits and spending of consumers in a given country or market. Japan is among the most populous countries in the world, comprising more than 125.57 million people (Calder, 2021). This means that there are adequate customers to purchase products made by Sega company. In this country, people like playing video games and watching animation. This is backed up by the fact that people in Japan spend an average of 16.9 hours a week playing video games. However, Japan has one of the highest numbers of people who are more than 65 years. Currently, there are about 36,4 million people over 65 years old (Nippon, 2021). Since many people are getting old, it will be hard for industries to find high-performing workers with strong bodies.
Technological Factors
Technological factors are aspects that relate to the existence and development of technology. Japan is known all over the world for being innovative and creative. The country has developed new technologies, especially robots, using an automation system in airports and the hospitality industry (Calder, 2021). Japan has been using online payments for a long time before many other countries even knew what they were. It has grown a lot in many areas, such as semiconductors, rail transportation, optics, chemicals, research and development, and research and development. Japan and the rest of the world have both benefited from her growth. Therefore, the technological environment of the country supports Sega’s operations.
Legal Factors
Japan provides a conducive legal environment for businesses to perform effectively. Legal factors include policies and rules that might affect businesses operating in the country. The companies doing business in Japan can anticipate a favorable climate for inventing various technologies, and the grant of patents will protect their efforts if they are successful (Calder, 2021). Japan provides the opportunity to register patents for more than 20 years. As a result, businesses will not have to worry about the threat of competition. In addition, because the country’s economy is doing well, the government has enacted the Fair-Trade Maintenance Act to ensure that any company operating inside the country’s borders has an equal opportunity to expand.
Natural Environmental Factors
Environmental factors are physical conditions that have an impact on business operations. Since Japan is a member of the Climate and Clean Air Coalition, the government has high standards for organizations regarding the environment. Furthermore, the government has developed a goal to cut greenhouse gas emissions by 26% by 2030 (Calder, 2021). This could have a significant effect on businesses operating in the country. High recycling goals can be costly for companies because they must put the right infrastructure in place and look into ways to recycle waste. As video games are one of Japan’s biggest industries, the country’s electronics industry makes a lot of e-waste, which adds up to about 650,000 tons and a lot of fluorocarbons.
Global Forces Affecting the Business
The global forces affecting Sega company are rapid technological changes, exchange rate movements, and oil price increases. The rate of disruption is high because even the latest technology may be outdated. For the company to remain relevant, it must be agile and innovative. A weak Japanese yen against the US dollar stimulates exports while making imports costly to a business. It increases the cost of production, which raises the cost of products. This means Sega would make more money exporting its products to the US than importing. In addition, the rise in fuel costs due to the ongoing war between Russia and Ukraine is affecting businesses across the globe.
Competitive Advantage
A competitive advantage for a business is its ability to develop innovative products in the market. One of the sources of Sega’s competitive advantage is its brand (Jacobson et al., 2019). The company is known for delivering the best quality gaming products. It has maintained the trust level among its loyal customers across the globe. The second source is the merger with Sammy, which gives it a strong financial position to run its operations. The financial strength enables the company to effectively pay for aspects such as suppliers. Since the contemporary world is driven by technology, the other source is the company’s ability to spend more on research and development to meet the technological needs of its consumer to deliver innovative products (Jacobson et al., 2019). This has prompted the organization to develop and release different games and items to the market.
Major Competitors
The competitors of Sega company are Nintendo, Capcom, and Konami because they operate in the gaming industry. These companies differ based on their size, revenue amount, developed products, and the year they were established. The table below shows that the most successful organization based on revenue is Nintendo, followed by Sega company (Zippia, 2021). In addition, Nintendo leads in size because it has the highest number of employees. The same company has been in operation for years compared to others in the sector, such as Sega. As displayed in table 5, the least in terms of experience is Konami and the second most experienced organization is Sega.
Market Trends and Needs
The trend toward digital distribution and sales of video games has resulted in a drop in the popularity of traditional retail game purchases. Even stronger growth in digital sales is being driven by factors such as increased internet speeds, increased storage capacities in hardware, and less foot traffic in conventional stores (Zippia, 2021). Consumers’ perspectives on accessing and owning music, films, and games have shifted from physical to digital due to the proliferation of smartphones, fast Wi-Fi, and speedier networks. Game producers should prioritize digital distribution when formulating their marketing plans because of the rising number of games sold and distributed digitally.
During the COVID-19 lockdown, there has been a marked increase in the number of people who choose to socialize through video games. Players of games with a significant player base are increasingly using the games’ virtual worlds as meeting places where they can interact with one another and participate in live events (Zippia, 2021). The evolution of online multiplayer services to provide more immersive experiences will continue. The fact that video games and music have successfully collaborated has been highlighted by the fact that virtual live concerts have attracted audiences in the tens of millions. People anticipate that there will be an increase in the number of game developers who create chances to access this domain.
Business Mission Statement
The mission statement provides details of an organization’s purpose and aspirations and how they intend to meet the goals. The statement of Sega corporation is “to provide the opportunity for increased professionalism and profitability through legislative, educational, and training initiatives” (Zippia, 2021). The organization wants to hook people worldwide by giving them new and moving experiences. In addition, Sega corporation wants to make people feel hopeful and boost society. The organization is committed to ensuring that entertainment plays a valuable role in society. For example, Sega majors on providing gamers with appropriate products. Therefore, the company exists to provide customers with a satisfying experience through its products.
Marketing Strategy
Short-term strategy
Sega’s short-term strategy majors on creating an engaging and immersive experience for players, leveraging its existing library of popular franchises and creating new ones. The company continues to invest in digital platforms, such as its recently launched Sega Hub, to make it easier for customers to purchase and play its games (Similar Web, 2022). Additionally, it explores new technologies, such as virtual and augmented reality, to create more interactive gaming experiences. Finally, Sega tends to expand its presence into new markets, such as Asia and South America, to increase its potential customer base. This is intended to increase its market share in the industry and enhance its performance. Sega can ensure its continued success in the highly competitive video game industry by focusing on these key areas.
Long-term strategy
Sega company’s long-term strategy is diversification of its offerings to remain competitive in the gaming industry. It has shifted its focus to mobile gaming and digital distribution (Similar Web, 2022). For example, they have released several popular mobile games, including Sonic Dash and Sonic Jump, which have been well-received by the gaming community. Additionally, Sega has created partnerships with other gaming companies to create and distribute games on various platforms. This strategy has enabled Sega to reach more people and increase its market share. Sega has been investing in developing new technologies, such as its virtual reality platform, in remaining competitive in the industry. Finally, Sega has used its brand recognition to branch out into other areas, such as toys, apparel, and theme parks.
Marketing Goals
The following are the short-term goals of Sega company:
- To increase the company’s sales by 20% in the next five months through extensive digital marketing and customer retention strategies.
- To make sure that appropriate contemporary marketing techniques and tools are adopted in the organization in 6 months.
- To ensure that the organization retains 80% of customers within eight months.
- To increase the company’s number of clients by 5% every month. The sales and marketing team must ensure that their operations focus on attracting more customers to purchase the products.
The following are the long-term goals of Sega company:
- Expand its market by having offices and stores in more than 50 countries across the globe in the next ten years. This will ensure that the organization sells its products in several countries.
- To ensure that Sega is the best performing company in the industry in the next five years by integrating the latest technology in the front and back end and ensuring that only talented employees are hired.
- To ensure that the company increases its global market share by 70% in the next eight years. The purpose is to become the most successful company in the gaming industry.
Financial Objectives
The financial objectives are measurable goals that Sega company can achieve. Sega expects to achieve a market share of 70% in the next eight years and sales of about $30 Billion (Kataria & Chirputkar, 2020). The marketing strategies introduced by the organization will help break even in the third year. It is anticipated that competition will be based on design, pricing, and the ability to achieve extensive distribution, all of which are areas in which the company expects to be quite competitive. The company can achieve a sizeable percentage of the market to meet its financial and marketing goals. It is anticipated that the market will expand during the subsequent eight years, and the expenses will decrease due to their increased contribution. The most difficult part of the plan will be monitoring the preferences of the market for gaming products and developing original, creative and unique designs.
The Selection and Analysis of The Market Segment
Demographic segmentation
Demographic segmentation of Sega Corporation is divided into age, gender, and geography. Based on age, the organization caters to all age groups, from children to adults, with products and content targeting each age group (Similar Web, 2022). Sega’s products are designed to appeal to all ages, as they are fun, engaging, and entertaining. Gender-wise, Sega’s products are developed to meet the needs of both males and females. However, although most of its products are designed for male audiences, they also produce content that appeals to female gamers and their interests. By understanding its customers’ different needs and preferences, Sega provides them with products and content tailored to their needs.
Sega Corporation is a global entertainment powerhouse that has a presence in many different countries. The company has offices in the US, Mexico, and Canada in North America. In Europe, Sega has offices in the UK, France, Germany, Italy, and Spain (Sega Sammy Group, 2020). The company has offices in Japan, India, China, South Korea, and Taiwan in Asia. In the Middle East, Sega has offices in the UAE, Qatar, and Saudi Arabia. Additionally, Sega has a presence in South America, with offices in Brazil and Argentina (Sega Sammy Group, 2020). With such a wide geographic presence, Sega can reach a global audience and bring its products and services to customers worldwide. This enables the company to tap into new markets, gain insights into each region’s culture and customs, and ultimately maximize its revenue.
Behavioral segmentation is a marketing strategy that categorizes customers based on their behavior. Sega Corporation segmented its customer base based on its level of engagement with the company’s products (Similar Web, 2022). For example, those customers who purchase many games and accessories from Sega are segmented as heavy buyers. These customers are likely to be the most loyal and engaged with the brand. Other segmentations include frequent buyers for customers who purchase a few games yearly and occasional buyers who buy a game every couple of years. Segmenting its customers allows Sega to tailor its marketing efforts to each segment and better understand its needs.
Sega’s target audience can be broken down into several psychographic segments. The first segment is children who are strongly interested in video games and willing to invest in the latest technology (Similar Web, 2022). This segment is often found playing the latest console or PC titles and is likely to purchase related merchandise. The second segment is the hardcore gamer, typically aged 25-34, who is deeply passionate about gaming (Similar Web, 2022). This segment is devoted to the industry and is constantly looking for the most innovative titles to play. They are likely to purchase Sega’s merchandise and attend gaming conventions. The third category is the casual gamer, normally aged 35-44, who enjoys playing games but does not have the same level of devotion as the hardcore gamer (Similar Web, 2022). This segment is likely to purchase budget titles and will often play games on mobile devices.
Marketing segmentation is important to ensure that products or services are marketed well. If a marketer uses segmentation, they can tailor their marketing campaigns and strategies to each customer. The common market segments are demographic, geographic, behavioral, and psychographic. They should be chosen based on their understanding of the products, ability to purchase, geographic location, and distribution ability of the company (Similar Web, 2022). This will help separate potential customers into variables with similar tastes, preferences, and other traits. With segmentation, a marketing campaign can get similar responses from different people. Based on this, Sega will use market segmentation to save money and time and ensure that the right customers are reached.
The variables to be used in the market segment are age, income level, perception of the product, and location. The age factor will be an integral variable because it affects the type of products to be developed and sold to the market (Jacobson et al., 2019). The gaming products produced will be designed to meet the needs of consumers of different ages. For example, children’s gaming products will be different from those of adults. The income of consumers will be another variable to be considered because it shows the capability to purchase the products. The perception of the gaming products is a variable that will be used to determine the marketing strategies. The location is another variable that will be utilized to identify the distribution channel of the products to the market.
Target Market Strategies
Sega Corporation’s target market strategy is primarily based on age. Sega’s core target audience is children between the ages of 8 and 24 (Similar Web, 2022). This is because this age group is most receptive to the company’s products, such as its video game consoles and software. Sega has a secondary target audience of teenagers between the ages of 25 and 34 because the age group is more likely to purchase the company’s more advanced and sophisticated products (Similar Web, 2022). Furthermore, Sega has a tertiary target market of adults between the ages of 35 and 44, as this age group is more likely to purchase the company’s more expensive products, such as the Sega Dreamcast console. It has a small target market of adults over 45, as this age group is more likely to purchase the company’s classic video game titles.
Sega Corporation has employed a target market strategy of consumer behavior based on age. They tailor the marketing of their products to different age groups to capture the desired audience’s attention. For example, Sega has focused heavily on marketing toward the younger demographic (Sega Sammy Group, 2020). They have created age-appropriate content featuring their most beloved characters, Sonic the Hedgehog and Tails, in various forms of media. This has helped increase their presence in the minds of the younger generation and their brand awareness. Furthermore, Sega has marketed its products to an older demographic by targeting the nostalgia of playing Sega games during childhood. By tapping into this nostalgia, they have captured this age group’s attention and created a loyal fan base. Sega has increased its presence through this target market strategy and created a strong brand identity.
Sega Corporation’s target market strategy is based on the income of consumers. This approach requires understanding the consumer base, including income levels, age, gender, and other demographic information. For example, Sega targets young consumers in the market and offers them special promotional offers or discounts (Sega Sammy Group, 2020). This target market strategy allows Sega to focus its marketing efforts on a specific and desirable demographic and maximize its return on investment. Sega’s target market strategy based on income allows them to focus its marketing efforts on the best consumer segments while still offering products that appeal to its target audience.
Yes, I agree with Sega’s strategy of diversification and targeting consumers based on their age, income, and behavior because it is responsible for the company’s profit. According to their latest financial report, the company’s profits increased by an impressive 421.3% year-over-year (Forde, 2020). This is due in part to the restructuring of their business model, which saw the company focus on digital and mobile games, as well as the success of their IPs, such as Sonic the Hedgehog. This is largely due to the success of their mobile and console games and the strong performance of their arcade games. In addition, by targeting different consumers in the market, the company was able to widen its customer base, hence increasing its sales.
Positioning
Sega company’s positioning is based on its positive reputation, quality, and affordable gaming products. The company identifies its customers and always gives them what they want. One source is that consumers can get the products for a reasonable fee. People like the company’s products since they play without stopping and their ease of use. People of all ages use Sega’s products, from children to adults. However, people between 18 and 25 have been the main customers because they like gaming content (Similar Web, 2022). Based on this, the company’s products will be made for young and older people. Since Sega has an effective backend technology system, the company will use it to offer good products to its customers.
The organization has a competitive edge in the gaming industry because it has a good backend infrastructure, a strong customer base, and a good place in the market. The position comes from how people know what the company does to achieve the intended marketing objectives (Similar Web, 2022). The company understands that customers across the globe are often attracted to quality products. In addition, the company’s strong brand and positive reputation will increase sales by attracting and retaining customers in the market. The company knows how the market works and what problems may have come up in past marketing efforts. This information will be used to solve any problems that come up in the future when marketing the products. The organization’s main goal is still to meet the needs of its customers.
Marketing Mix and Strategies
Product Strategy
Sega Corporation’s product strategy is focused on creating high-quality, innovative products and services that appeal to a wide range of consumers. The company has many products, including video game consoles, arcade machines, online services, and mobile applications (Similar Web, 2022). Sega offers various services, such as online game streaming, game subscription, and in-game purchases. The company has a strong focus on digital content and has been making major investments in developing new intellectual properties, such as the Sonic the Hedgehog series. Additionally, the company is expanding its portfolio into new markets such as esports and mobile gaming. I agree with this strategy because it focuses on meeting the needs of consumers in the market.
Price Strategy
Sega Corporation has created a pricing strategy that focuses on providing value to consumers while creating a competitive market environment. They offer different pricing levels based on the product’s quality and the features it provides (Statt, 2019). The company uses a variety of discounts and special pricing promotions to attract customers and keep them interested in its products. Additionally, Sega offers bundle packages and exclusive content for customers who purchase multiple products from their catalog. This helps to keep customers engaged and encourages them to purchase more products. Lastly, Sega Corporation has implemented a reward system for loyal customers, which helps to increase customer loyalty and encourage repeat purchases. I agree with this pricing strategy because it is competitive and attractive to customers.
Distribution Strategy
Sega Corporation’s distribution strategy is based on creating a competitive advantage in the market by focusing on the quality of its products. This includes forming strategic partnerships with retailers and distributors to ensure that the products reach the right customers (Similar Web, 2022). Additionally, they focus on providing additional content, such as bonus levels and downloadable content, which increases the value of their products. Finally, Sega uses events like conventions and tournaments to create a community around its products and build loyalty. I agree with the strategy because it enables the corporation to reach its customers in the market. Through these strategies, Sega has established itself as a leader in the gaming industry.
Promotion Strategy
Sega Corporation’s strategy has been to create and expand its online presence, creating an immersive and engaging user experience. This includes creating engaging content such as trailers, interviews, and demos for their upcoming titles and showcasing their current game catalog. They have focused on partnering with influencers, streamers, and YouTubers to provide additional exposure for their games (Similar Web, 2022). In addition, Sega has been expanding its presence in the eSports scene, sponsoring tournaments, and providing streaming coverage of its events. Finally, Sega has been increasing its exposure through traditional mediums such as television, radio, and print advertisements. I concur with this strategy because it majors on digital and conventional marketing to ensure that everyone gets to know their products.
Marketing Research
The market research will provide adequate information required by Sega company to achieve its objectives. This will help reveal the key aspects of the competitors’ products, marketing strategies, and target audiences. For example, the organization will need to know the operations of Nintendo, such as pricing strategy and target market. The organization will require information about the trends in the market and the changing consumer needs to advance their products. The facts about the forces in the environment will affect their choice of distribution, payment methods, and many more. With this information, Sega can improve its operations by making them better than its competitor.
Budget and Timing
The Implementation of The Marketing Strategies
The organization must implement the marketing strategies identified to achieve the anticipated objectives. Certain strategies can be adopted within one year, while others need a longer timeline. Market research operations can be implemented immediately because not much effort is needed from a technological standpoint. It is an important operation because it will provide the organization with information that can influence decision-making. For example, facts about the current trends in the market will enable the organization to make appropriate adjustments for the effectiveness of its operations. Therefore, the most important and urgent strategies will be implemented first.
The infrastructure and human resource development to improve marketing operations will be undertaken based on the information obtained from the market. The choice of sales and marketing application to be adopted by the organization will depend on the data gathered. The training manual for employees and hiring guide will be developed regarding technological changes and other global forces affecting business operations. In addition, Sega company will need to decide the people to engage in deciding which promotional tool they need to employ to market its products and reach customers across the globe effectively. However, adopting positive reputation practices such as engaging in sustainable operations will take longer.
Monitoring and Evaluation of The Marketing Strategies
The marketing strategies adopted will be monitored to ensure that they help attain the set objectives. They will be measured against the established marketing goals of the organization. Firstly, the key performance indicators, such as an increase in sales, customer traffic, and increased revenue, will be used to determine the performance of the strategies. Secondly, the organization will assign the sales and marketing manager to ensure that the strategies are aligned with its goals. The performance metrics for measuring the effectiveness of the adopted practices will be used. Thirdly, social media accounts such as Facebook will be used to track the company’s success. The approaches will help understand the effectiveness of the marketing strategies adopted.
Control (audit and post-audit)
The marketing strategies implemented by the company need to be audited effectively. For audit, using success metrics will enable the assigned team to quantify the effectiveness of a marketing campaign, enabling marketers to address and improve upon areas of the campaign that did not function as well as others. For post-audit, the number of unique visitors and the conversion rate will be used to measure the effectiveness of the marketing strategies after implementation. The relevant success indicators will be used to analyze the efficacy of the plan for the gaming products. As a result, the success measures and indicators designed will be used to control the marketing strategies during and after implementation.
Contingency Plan
A contingency plan will be used in the event of an unexpected happening in the market. If something disrupts the progress toward the projected marketing targets, the organization will implement the backup plan. In case of an increase in product promotion from competitors, we are prepared to increase advertisement funding to $9,000. The Sega company stands the risk of requiring a significant amount of money to fund marketing activities if it adopts the marketing methods, particularly if it hires new staff and continues to train the current workforce. If there is a shortfall, the organization will be required to form a strategic alliance with another organization to finance the operations of growing human resource capacity.
Conclusion
Despite the fact that the Sega company was doing quite well in Japan, it is urgent to broaden its activities in other countries. Currently, people from all age groups can utilize the internet to gather information, as well as watch movies and television shows, due to the increasing connectivity of the world. As a result, social media platforms have evolved into an essential instrument for most modern organizations. Sega is going to implement marketing techniques that are intended to boost its market share, and it is going to expand its operations to other nations all over the world. Due to the effectiveness of its marketing strategies, the company will be able to maintain a consistent level of revenue throughout the years.
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