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A Marketing Case Study On Axis Communications

5202 words - 21 pages

A MARKETING CASE STUDY ON AXIS COMMUNICATIONS

BY

JOHN OLUGBENGA ADEGBOYE
08032004784

TABLE OF CONTENTS

1. INTRODUCTION……………………………………………………………………………………………………….3
2. SITUATION ANALYSIS………………………………………………………………………………………………..4
3.1 External Analysis.....................................................................................................4
3.2 Internal Analysis......................................................................................................8
3.3 SWOT Analysis.........................................................................................................9
3. 3.1 The New ...view middle of the document...

...................................................................19
4.4.4 Distribution Plan.............................................................................................20
4.4.5 Globalization and E-business..........................................................................20
5. MARKETING BUDGET....................................................................................................21
6. BIBLIOGRAPHY..............................................................................................................24

1. -------------------------------------------------

INTRODUCTION

This marketing management research work has Axis Communications as its case study. Axis Communications is an Information Technology company that produces specialized digital cameras for network video solutions. Network video products are essentially surveillance cameras that have multifaceted applications.

Axis Communications was founded in 1984 with its headquarters based in Sweden. The marketing plan developed in this paper is for the sale of Axis’ new product in Nigeria. Nigeria has a developing economy with high prospects in the Information Technology industry.

































2. SITUATION ANALYSIS
___________________________________________________________________________

The Chartered Institute of Marketing in the UK defines marketing as “the management process which identifies, anticipates, and supplies customer requirements efficiently and profitably”. (RDI (2011a: 2)) The focus of Marketing Management on customer requirements infers that strategic processes need to be put in place to assess the environment in which an organisation desires to sell its products. Assessments on the environment serve as a major input in making tactical decisions for market penetration.

2.1 External Analysis

PESTLE analysis presents a formal structure for analysing information from a broad variety of sources which reveal uncontrollable factors in the environment where a company plans to operate. The acronym PESTLE refers to Political, Economic, Sociocultural, Technological, Legal and Environmental factors which impact on an organisation’s marketing strategy.

In this assignment, PESTLE analysis will be carried out on Sweden (the country where the digital cameras we are analysing are produced) and Nigeria (the target market environment).

Factor | Sweden | Nigeria |
Political | Sweden is a constitutional monarchy ruled by the governmental parliament. In 1995 Sweden joined the European Union and has been a member of the United Nations since 1946. (Wikipedia (2011b)) | Nigeria has had military rule for about 30 since it became independent in 1960. The era of military rule was characterized by lack of vision,...

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