Preliminary Marketing Report - Prepared for Amazing Ideas Company

Preliminary Marketing Report

Prepared for Amazing Ideas Company

By Ba Linh, PHAM

Tutor: Dr Catherine Prentice

Swinburne University of Technologies

7th May, 2012

Executive Summary

This Preliminary Marketing Report has been prepared upon being commissioned by Amazing Ideas Company to provide the company with an analysis of the market and an overview prior to launching the City paintball product into the Australian market. The report will give an overview of the current Australian market situation along with strategies for the future. It looks at observing the current competitors that are aimed against the City paintball and defining the industry in which the product is planned to be launched in.

The analysis includes a macro economic analysis environment for the product which includes the natural, political/legal and demography factors along with reviewing the way consumer behave in regards to their decision making process. Insights into further marketing research Amazing Ideas can undertake to help ensure a successful product launch has been instigated.

It has also been decided that Amazing Ideas should focus the demographic segment in general but more specifically be targeting their product primarily to the 13-25 years old age group. By targeting to these age groups, the company can make the most of their competitive advantage and be able to position the product as a affordable priced and quality product.

Upon using S.M.A.R.T objective sets, the company should follow the objective recommended which are achieve over 4000 loyal customers in the first year of launching. In addition a list of marketing strategies has been designed to assist the Amazing Ideas in successfully launching the City paintball product.

Executive Summary 1

1.0 Introduction/Overview: 2

1.1 Introduction 2

1.2 Industry Definition: 3

2.0 Analysing Marketing Opportunities 5

2.1 Competitor Overview 5

2.2 Macro Environmental Analysis 5

2.2 .1 Natural 6

2.2.2 Political 6

2.2.3 Demography 7

2.3 Consumer Behaviour Analysis 7

2.4 Recommended Marketing Research 8

3.0 Selecting Target Market(s): 9

3.1 Market Segmentation 9

3.2 Justification for Choice of Segmentation Base 10

3.3 Profile of segments 11

3.4 Target market choice and justification 11

3.5 Proposed Positioning Strategy 12

4.0 Designing Marketing Strategies: 14

4.1 Marketing Objective 14

4.2 Marketing Strategies 14

5.0 Conclusion 15

6.0 Reference List 15

1.0 Introduction/Overview:

1.1 Introduction

"Amazing Ideas" company is a newly formed Australian company in Melbourne aiming to enter the sport organization industry with City Paintball product. The purpose of this Preliminary report is to consulting the company in relation to launch its new product. It includes an initial analysis of the Australian market situation and the industry in which the product is planned to being launched into. Recommendations that are to be made in this report will indicate the viability of launching this product and assist Amazing Ideas Company upon giving the decision whether it is appropriate or not to launch in this market.

The report will briefly discuss about the marketing environment, the target audience, positioning, and consumption habits of Australia market. There will be the scope of the industry which the product resides in, the competitor overview along with the environment and consumer behaviour analysis and also suggestion for Amazing Ideas Company in which segment the company should be targeting to follow with a recommendation for the positioning strategy.

1.2 Industry Definition:

Sport industry is a potential market for entering in Australia; it is a huge player in the overall economy. Australia has a sporting history since from the mid-1800s, with a large number of sports that Australian includes both men and women participate in. Also among the most prominent in the world in terms of attendance at major sporting events and winning Olympic medals, Australia regularly ranked (IBIS 2012). Follow by the rise of the information and technologies decade nowadays, the sports industry has even been experiencing tremendous growth. This growth has been driven by sports marketing and the increasing media coverage of sporting events based on sports popularity among the local viewers. With so much money being thrown around the industry and the tremendous growth as mentioned, there is likely a chance for launching a new identical and innovative product like City paintball could lead to be a huge success. Below is a tree-diagram for sport industry:

The tree-diagram of the industry

This report will only discuss about paintball and the relevant industry. According to the research conducted by McLean and his researches, paintball is a dead-serious business. "In 1996 industry revenues were about $250 million. There is a National Professional Paintball League and a World Paintball Championship. Avid paint-ballers, those who play every weekend, may spend up to $1,000 on their guns. It was all becoming just a tad elitist--until Brass Eagle (stock ticker: XTRM) charged in and brought the sport to its (profitable) senses." (McLean 1998).

There are still some misconceptions being discussed in the paintball industry. This increasingly popular sport is often misunderstood and labelled as a means to war, a destructive waste of time, or dangerous, however paintball is a challenging competitive sport that deserves acceptance