MARKETING PLAN – MGM 301

CYBOOK

by

CYBERCATION

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Presented and Produced by:

Table of Contents

Page 1. Company Description………………………………………………………..3 2. Situation Analysis………………………………………………………….4-6 ➢ SWOT Analysis…………………………………………………………...4 ➢ Industry Analysis………………………………………………………….5 ➢ Competitor Analysis………………………………………………………5 ➢ Company Analysis………………………………………………………...6 ➢ Customer Analysis………………………………………………………...6 3. Market-Product Focus…………………………………………………….7-8 ➢ Marketing and Product Objectives………………………………………...7 ➢ Market-Product Grid………………………………………………………8 ➢ Target Markets…………………………………………………………….8 4. Marketing Program……….…………………………………………….10-14 ➢ Product Strategy……………………………………………………...10-12 ➢ Price Strategy………………………………………………………...12-13 ➢ Promotion Strategy………………………………………………………14 ➢ Place Strategy……………………………………………………………14 5. Organization………………………………………………………………...15 6. Implementation Plan………………………………………………………..15 7. Evaluation and Control…………………………………………………….15 ➢ Possible Deviations……………………………………………………...15 ➢ Possible Solutions……………………………………………………….16 8. Appendix……………………..………………………………………….16-19 ➢ Appendix A……………………………………………………………...16 ➢ Appendix B……………………………………………………………...17 ➢ Appendix C……………………………………………………………...18 ➢ Appendix D……………………………………………………………...19 9. Financial Projections……………………………………………………….20

1. Company description

The company, Cybercation, was created in 2007 by five people who met by pure coincidence. The owners of the company are Shelby Griswold - a 27 year old marketer who previously worked for “Sony Pictures Entertainment”, Wenyan Gao - a 29 year old “IBM” manager, Haixia Xu - a 28 year old associate professor at the “University at Buffalo”, James Glennon - a 25 year old who has been working on different kinds of computing products and various electronically E-books, and Urs Wirth - a 28 year old investor who works for “Union Investment S.A.” and is fascinated by the idea of developing an “E-book” destined for students and invested in the company because he believed it in the company.

The five owners were convinced that the Cybook would revolutionize the way of studying and would make the students’ life much easier. Students will be able to take the CYBOOK everywhere, because it is small and light, and able to be carried around without a bringing a bag. Also, students will be able to study everywhere, because the Cybook has an LED backlit screen, which allows reading even in complete darkness. Furthermore, as the price of books are becoming increasingly expensive and college tuition fees rising, the owners know that students who can afford their books are becoming less. More students are turning to used books or study on printed documents. So they came up with the idea of developing an electronic device, which can be purchased at an affordable price, and will replace every book a student needs. By working closely with college book publishers, they converted paper based college books to digital E-books, which will be downloadable on the Cybook.

Cybercation believes that the Cybook will completely change students’ life, and that it will have a positive impact on saving the environment by a clear reduction of deforestation. As the marketing plan will show, the company plans to first introduce Cybook to several selected national universities before spreading out to other international universities.

2. Situation Analysis

The following analysis provides several simple descriptions about both internal and external operational situations of our company—Cybercation and our exclusive product—Cybook.

a. SWOT Analysis

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