FACULTY OF COMPUTING AND BUSINESS
MANAGEMENT
Vila College
BMMK 5103
ENTERPRISE DEVELOPMENT
ASSIGNMENT
Date Assigned: 2nd t March 2013
Due Date: 6th April 2013
Lecturer: Mr.Hamid Sodique
Student ID: s111023248
Student name: Imad Mohamed
Imad MohamedACKNOWLEDGEMENT
First of all I would like to thank God as I am able to finish this
assignment given by Mr.Hamid Sodique, lecture of the Module:
Marketing Management.. This task cannot be completed without
guidance and continued support of from lecture. Therefore I
would like to take this opportunity to tank lecture, Mr.Hamid
Sodique for his guidance for and explanation of the subject, and
kind extension of deadline for submitting the assignment. I also
appreciated those Villa College’s facilitations, to grant me late
registration and extension for submitting the assignment.
I am a civil servant having heavy workload especially during
the time there is much challenges for our work to uphold
decentralization system in Maldives. My studies and work
towards this assignment is completed because of the flexibility
and support given by my office management and staff as well. I

recognized the support of office management and thanks
management of Local Government Authority
This task has been done with the help of and discussion with
colleague students of the class, and I would address big thanks
to all fellow students.
Finally I thanks to my beloved family and friends that always
stick together and also work hard to produce good
assignment.EXECUTIVE SUMMARY
The case presented discusses Singtrix’s activities that outline its
strengths and weaknesses. This paper clearly identifies the
company’s life in the industry. The paper also provides
information that will help in depicting a clear picture in the
company’s operations and activities.
This paper discusses the strengths and weaknesses of the
company and the main reason behind these occurrences. This
paper clearly explains the position of the company in the
musical instrument industry. It will outline the main strategies
that the company needs to adopt in order to ensure that the new
product penetrates and is fully accepted into the market. The
information provided best explains what the company needs to
do and what it needs to change when introducing a new product
into the market.
An analysis of the internal practices of the company help
outlines the company's SWOT. The strengths related to the
company are; producing quality, producing unique products
with unique features, changing the unthinkable, that is, making
bad singers good singers and producing user-friendly devices.
The company's weaknesses include; poor marketing; its
products get only known by a certain class of individuals and
limited brands. Its opportunities include; its quality products
help attract new clients, stands a great chance of becoming one

of the best in the industry, its ability to make music stars acts as
a way of advertisement and have a chance of creating new
products. Its threats include; the company has limited brands; it
is likely to drag behind if marketing strategies get not changed,
and it may lose customers due to its limited brads. The main
problem for the company's weaknesses and threats are its
limited brands and its poor marketing strategies. In order to
improve the existing marketing strategies, Singtrix LLC should
emphasize on quality. Quality is number one technique of
attaining a speed in a new product project. A product can only
move fast if it is of the best quality offered. It is advisable for
Singtrix LLC to invest more efforts and time on products to get
released in the market for quality purposes. Quality on new
products creates a long-term impression of quality on the
customer.
Singtrix LLC has to engage in marketing research and target
market. It will enable them put the right product at the right
place, with the right price tag at the right time. Market research
is fundamental in setting up or running a company. The reason
behind this is without a shadow of the doubt. If a company does
not have research done on the targeted market, and has
intelligence on the wants, needs and preferences of the intended
target market for the goods or services that it is offering, then,
the business venture is likely to be unsuccessful.
In order to take an alternative marketing strategy for its new
product, the company should adopt client-based strategy that
entirely focuses on the customer. Company managers all over
the global have insisted on the importance of focusing on the
customer, give them good value and better customer
satisfaction. A successful customer-based strategy considers
both sides of customer value, which is, the value offered by the
company to the client and the customer's value to the
organization. This strategy recognizes that, offering value to the
client needs marketing investment, and that the organization

must regain the investments.
In conclusion, it is important to note that, the crucial goal of the
product planning is meant to ensure that, the product gets
created. It should deliver a few business values to a particular
set of clients so as to meet specific financial goals that get
based on a corporate strategy that get defined. Successive plan
should help increase the effectiveness of the new product. The
plan should define the market target clients, opportunity,
specifies pricing, financial goals identification, indicate core
priorities for enhancement and development, and offers a guide
for delivery for about four years that follow.
Contents
2ACKNOWLEDGEMENT
3EXECUTIVE SUMMARY
71. INTRODUCTION
72. CASE SYNOPSIS
73. INTERNAL ANALYSIS
83.1 SWOT INTERNAL ANALYSIS
9Sstrength
9Weakness
10Opportunities
10Threats
103.2 MARKETING MIX
114. INDUSTRY ANALYSES
114.1 PORTER FIVE FORCES ANALYSIS
11Threats of new entry
12Threats of substitution
12Buyer’s power
12Suppliers’s power
12Competitive rivalry
125. KEY PROBLEMS
136. LESSONS LEARNED
147. HOW TO OVERCOME THESE PROBLEMS

158. ALTERNATIVES
169. RECOMMENDED ALTERNATIVE
179.1 MARKETING CHANNELS
179.2 SUPPLY CHAIN
179.3 SOCIAL RESPONSIBILITY MARKETING
17Commitment to people
17Commitment to corporate governance
17Commitment to the environment
189.4 MARKET SEGMENTATION
18Geographical
18Demographical
189.5 TARGETING - CONSUMER'S HEART
189.6 MARKET POSITIONING
199.7 MARKETING MIX
19Product
19Price
19Place
19Promotion
19People
20Process
20Physical Evidence
2010. IMPLEMENTATION SCHEDULE OR TIME LINE
2111. EVALUATION- MEASURES OF EFFECTIVENESS
2112. CONCLUSION
2313. REFERENCE
1. INTRODUCTION
Planning in an organization enables it come up with a course for
the accomplishment of its objectives and goals. The process
begins with the evaluation of the present operations within the
organization and pointing out the things that need operational
improvement in the years that follow. From there, planning
engages envisioning the outcomes expected by the organization,
and establishing the stages needed in order to get at the aimed
destination, which is a success. Here, it does not matter whether
success if measured in terms of finances or objectives, which
may include making the organization one of the highest rated

companies in regards to customer fulfillment. Planning helps in
organizing use of resources, determining goals, managing
uncertainty and risk, team building and creating competitive
advantage.
New products are an important asset of an organization’s
competitive development strategy. Preparation for a new
product development sets a base for product sales, dominance of
a potential marketing and product positioning. Proper
preparation is critical for the interest of long-term success.
Advertising is the most critical aspect in the preparation of a
new product development, for it provides opportunities that help
overcome customer mistrust through exposure of the new
product. By first examining, the potential customers in order to
know the reactions of the customers would help set the proper
advertising message. Samples should also get provided for
proper exposure and usage know how of the new product.
Companies are feeling the pressure of bringing new products in
the market quickly to help compete with other companies,
satisfy the customer's demand and keep up with a new and
advanced technology. New products introduced by companies in
the market are of better quality than the old ones, which help
satisfy the needs of their users and consumers.
In early marketing, products are introduced into the market
before they get released. It usually applies to services or
product lines that are new. It gets done in order to help in
creating a market for them, obtain a customer input that is not
cost oriented and drive sales. It gets aimed at creating a product
that will not require readjustments, since the customers will
have already given their views about the product before it gets
released. This form of marketing offers a chance for rewards but
gets also risky, as compared to late marketing.

Late marketing is the kind of marketing that involves marketing
a product that is already in the market, but which is not
performing well in the market, or as a way of maintaining the
market grip of a product. It works better in sustaining the
market penetration of the product. It is beneficial in that it
markets a product that consumers have interacted with.
2. CASE SYNOPSIS
This paper discuses the process of product planning and the
factors that influence the process. It will also discuss the
possible challenges and their solutions. This paper clearly
explains the position of the company in the musical instrument
industry. It will outline the main strategies that the company
needs to adopt in order to ensure that the new product
penetrates and is fully accepted into the market. The
information provided best explains what the company needs to
do and what it needs to change when introducing a new product
into the market.
3. INTERNAL ANALYSIS
An internal analysis is an assessment of the company that is
closely connected to a SWOT analysis. SWOT stands for;
strengths, weaknesses and opportunities, threats.
3.1 SWOT INTERNAL ANALYSIS
A SWOT analysis gets carried out in order to show the
company's position in the market. It involves four activities that
help depict the necessary information. The four elements in a
SWOT analysis are strengths, weaknesses, opportunities, and
threats. These four elements are fundamental in showing the
current position of the company and areas it needs to work on
so as to achieve a competitive advantage.
Strengths

· Manufacturing quality.
· Manufacturing unique products with unique features.
· Changing the unthinkable, that is, making bad singers good
singers,
· User-friendly devices.
Opportunities
· Their qualities products help attract new clients.
· Stands a great chance of becoming one of the best in the
industry,
· Its ability to make music stars acts as a way of advertisement.
· Have a chance of creating new products.
Weaknesses
· Poor marketing.
· Its products get only known by a certain class of individuals
· Limited brands.
Threats
· The company has limited brands.
· It is likely to drag behind if marketing strategies get not
changed.
· It may lose customers due to its limited brands.Sstrength
Manufacturing quality is one of the strengths that Singtrix LLC
enjoys. The company has quality products and that are long
lasting. Manufacturing unique products with unique features is
strength of the company. Singtrix manufactures unique products
that have unique features, something that its competitors lack.
Another strength is to change the unthinkable; that is, making
bad singers good singers and producing user-friendly devices. It
is commonly unthinkable to bad singers. However, the company
can manufacture gadget that ensures that this goal gets
accomplished.
Weakness

The company's weaknesses include; poor marketing, which is
evident with their poor sales. Its products get only known by a
certain class of individuals; this means that, the goods are not
popular to the majority population. It has limited brands as
compared to its competitors such as Yamaha.
Opportunities
Their qualities products help attract new clients; this is an
opportunity that they can maintain and get the most out of it. It
stands a great chance of becoming one of the best in the
industry; this is because of its quality goods. Its ability to make
music stars acts as a way of advertisement. It has a chance of
creating new products, as the brands it manufactures are
limited.
Threats
Its threats include; limited brands. Thus, it is likely to drag
behind if marketing strategies get not changed. It may lose
customers due to its limited brands. 4. INDUSTRY ANALYSES
Industry Analysis is defined as
a market assessment tool designed to provide a business with an
idea of the complexity of a particular industry.
Industry analysis involves reviewing the economic, political
and market factors that influence the way the
industry develops. Major factors can include the power wielded
by suppliers and buyers, the condition of competitors, and
the likelihood of new market entrants.(
http://www.businessdictionary.com).
4.1 PORTER FIVE FORCES ANALYSIS
Porter five forces analysis is a framework for industry analysis
and business strategy development which draws upon industrial
organization (IO) economics to derive five forces that determine
the competitive intensity and therefore attractiveness of
a market.

Threats of new entry
With product differentiation, it is very easy for a new
competitor to open a restaurant and therefore the barriers to
entry are very low.
Threats of substitution
The competitors offer a different slant to providing fast food
but are obviously irritating to gain market share by targeting
children. Companies like McDonalds and Burger King offer
lower prices and toys to children to try to gain customers who
have young children while some others have a broader approach
that includes everyone and will be profitable for many years.
Buyer’s power
Buyer power is very strong since the customers are having
variety of choices when it comes to eating out.
Suppliers’s power
Companies like McDonalds and Burger King rely heavily on
their suppliers to be able to provide their product to the public
and hence supplier power is relatively strong
Ccompetitive rivalry
There is very heavy competition in the fast food industry among
various restaurants and their target markets, which includes
McDonalds, Burger King, Yum Brand, Darden Restaurant,
Starbucks, Brinker International, and Jack in the Box, CBRL
Group, Wendy’s International and Bob Evans Farms.5.
CURRENT SITUATION
The current situation of Singtrix gets discussed in the SWOT
section. It gets noted that, the company stands at a great chance
of becoming one of the best companies in the musical
instrument industry if it improves its marketing strategy. Its
marketing strategy and its limited brands are the main

weaknesses of the company. If this issue gets not carefully
reviewed, it might cause the company to drag behind its
competitors. In addition, if the company continues to work with
its limited brands, it might not be able to stand at a competitive
advantage as compared to those others in the industry. In order
to get a new product into the market, Singtrix should ensure that
its marketing strategy is effective. In case a new product gets
accepted into the market, it only means that, the number of
Singtrix brands is increasing in the market. Therefore; the
number of customers will increase, thus; profits.
5.1 Current Business Model
EXISTING MODEL (PLEASE INCERT CANVAS
/GRAPHICAL PRESENTATION OF THE BUSINESS MODEL
OF THE COMPANY). 7.1 MARKETING MIX
The goal of the marketing will be on the basis of the mission
and vision statement of the company, as well as, its short and
long term plans. The ultimate marketing objective of Singtrix is
to successfully introduce a new product into the market with the
hope that it will get accepted. The four features in the
marketing mix are the 4ps, that is, product, price place, and
promotion.
Product
Companies like McDonaldsPrice
Companies like McDonalds
Place
Companies like McDonaldsPromotion
Companies like McDonalds7. KEY ALTERNATIVE
RECOMMENDED
As the process of product, planning can be complex, and in
some cases, the efforts engaged may fail to bring forth expected
results. As a result, it is important that Singtrix LLC

incorporate new strategies and strategies for improvement,
which will aid in perfecting product planning. The ultimate
result after incorporating these new strategies will increase the
chances of a successful plan. To do this, Singtrix LLC can opt
to adopt the client-based marketing strategy. This strategy
focuses on the customer and customer satisfaction.
Integrating a market strategy and technology got proven as the
best way of ensuring that marketing strategies used penetrates
the marketing arena. It can, therefore, get done without
compromising on the design elements. The two major ways of
enhancing this is through the use of teamwork, where teams are
sent out there into the market, and out of their experiences, a
marketing strategy can be either improved or maintained. In the
modern world, the two technologies that get used in market
integration are the use of database services, where businesses
can acquire a track and retain its customers. Use of consultancy
services gets also practiced in helping integrate markets.
Test marketing is the kind of marketing where different
marketing designs are rolled out, as a way of identifying which
one works the best for a given product. It involves the use of
pairs of market that get split into control and test groups. It can
get done through evaluating changes to brands that get already
established in the market. Test marketing can be done using
controlled market tests, matched market test and electronic store
tests. Roll out is the initial exhibition or inauguration of a new
product, policy or service. The roll out is scheduled, and how
well it get done determines how the consumers will embrace the
product. Roll out incorporates a number of activities, such as
advertisement, promotions, and marketing (“New Product”,
n.d.).
For decades, company managers all over the global have
insisted on the importance of focusing on the customer, give

them good value and better customer satisfaction. In recent
days, aspects such as market share and customer satisfaction
have turned up to be prime aspects. Many organizations not
only check them on a regular basis, but also reward their
workers basing on the measures. However, this focus on
customer lacks one vital component, which is the customer's
value to the organization. A successful customer-based strategy
considers both sides of customer value, which is, the value
offered by the company to the client and the customer's value to
the organization. This strategy recognizes that, offering value to
the client needs marketing investment, and that the organization
must regain the investments. In general, this marketing
approach brings together, the traditional marketing perspective,
in which the customer gets considered as the king, and the
finance perspective, in which cash is the king.
Social network site is web media where one can create a
customer based marketing strategy due to its many users. A
successful Client-Based Marketing Strategy begins by
determining the target market. When developing a client based
marketing strategy in social network site the target market
should be the youths or people aged between sixteen and thirty-
five. It is because this age group is a frequent user of social
sites. It will ensure that; the product's information reaches them
(IOWA State University, n.d.).
The second stage of creating a Client-Based Marketing Strategy
is by building networks. Building networks involves exchanging
services and information among institutions, individuals, and
groups. In a social network site, one should create a company
page where people, institutions or groups can like the page. The
page will act as an informer. Once a person likes the page, he,
or she will be viewing any information related to the company

or product. It will serve as a communication platform between
the company and the client. Here the client will be able to
contact the company at any given time and location. Clients can
request or comment on the company's services or products.
The third stage in developing a Client-Based Marketing Strategy
is ensuring that one adheres to proper advertising. It means that,
the product or the service gets well advertised through all types
of media so that clients get well informed of the product. Proper
advertisement ensures that the client is well informed and gets
convinced to use the product.
7.1 PROPOSED BUSINESS MODEL
(PLEASE INCERT CANVAS /GRAPHICAL PRESENTATION
OF THE BUSINESS MODEL OF THE COMPANY)7.2
MARKETING MIX
The goal of the marketing will be on the basis of the mission
and vision statement of the company, as well as, its short and
long term plans. The ultimate marketing objective of Singtrix is
to successfully introduce a new product into the market with the
hope that it will get accepted. The four features in the
marketing mix are the 4ps, that is, product, price place, and
promotion.
Product
There are various techniques that are used to attain a speed in a
new product project. Quality is number one technique of
attaining a speed in a new product project. A product can only
move fast if it is of the best quality offered. It is advisable for
Singtrix LLC to invest more efforts and time on products to get

released in the market for quality purposes. Quality on new
products creates a long-term impression of quality on the
customer. Producing quality products that are of different make
or model will bring a new division between the older products
that are produced by the company (Hutchens, 2008).
Price
In order to determine the price of the product, Singtrix needs to
carry out marketing research in order to determine the target
market. Market research is fundamental in setting up or running
a company. The reason behind this is without a doubt, that is, if
a company does not have research done on the targeted market,
and has intelligence on the wants, needs and preferences of the
intended target market for the goods or services that it is
offering, then, the business venture is likely to be unsuccessful.
When Singtrix LLC is introducing a new product, it will need
to identify the targeted group in the market. It will help in
measuring the results of the existing marketing in the market. It
will also help in determining the best price for this group of
individuals.
Place
In order to determine the right place to sell a product, the
company should engage in marketing where people will get
made aware of the product. As a result, the new product will get
sold in almost all regions in the country.
Promotion

Promotion is a way of advertising or making known of the
product. Advertising, promotions, and marketing is a technique
that works best in speeding up a new product's projects.
Advertising is done by posting a new product on the internet,
where internet users can see it, by use of media, which are
television, radio, and newspapers and word of mouth.
Promotions are done by offering free samples and price
discounts. Marketing get done through E-marketing that is over
the internet, the use of media and flairs.
When advertising, it is important to be sure of the product being
advertised. One should stick to the core competencies, as
customers want to be sure that one knows what one is talking
about or advertising. Clients want to rely on one's expertise. If
the information given is wrong, one creates doubt in the
customer, thus; making it difficult for the client to have trust on
the product.
Sponsoring events is also a technique used in speeding up a
new product project. By sponsoring events in the community,
offers an advertising foundation to the local people, thus a
showcase of the new product. Most of the event attendees try
and sample the new products, speeding up the sales.
10. IMPLEMENTATION SCHEDULE OR TIME LINE
An action plan developed carries the key steps that should be
considered to make the company’s position better. Along with
this, the business growth and development should be targeted
accordingly. It would ensure that the business conditions should
not be made overlooked at any cost. Under this action plan, the
respective steps are detailed in a proper form. This turns out to
be very much helpful in drawing the most favorable and positive
response. It is highly significant to go for managing conditions
in an effective way (Rosenbloom, 2011). With this, it can also

be understood that the business growth would be ascertained.
The action plan would cover the key activities:
The above stated action plan covers up the key activities that
should be considered to help the business to recreate its image
and standing in the market. It comprises of the key activities
that allows the business to come forth with new energy and
positive force. The reestablishment of the marketing strategy
covers up the significant strategies that allow the business to
grow and excel accordingly. Ad campaigns carry the most
influential and leading promotional practices that would help in
making brand awareness successful. The store designs lead to
making the store more convenient and favorable place for the
visitors. Menu change and product quality help in making
offerings top-notch. The remaining activities are evaluation of
the plan, implementation, and control and monitoring. All these
are termed to be very much helpful in making an action plan
successful. At the same time, the company Burger King is
helped to reach the destined level of position (Rosenbloom,
2011).
11. EVALUATION- MEASURES OF EFFECTIVENESS
Since objectives are set by enumerating them, Burger King will
track the performance of the company's marketing
determinations and see if the objectives are being met by the
strategy that is engaged. The company wills controls its
employee for whom the authority and responsibility are
assigned over certain tasks, in order to make sure these tasks
fulfill the its aims and objectives, therefore the company will
either reward them for better performance or continue to
motivate them, or make them to responsible for some faults.
12. CONCLUSION
In conclusion, when developing a client base marketing
strategy, one should be able to meet the promises they give. A
customer-based marketing strategy should be able to meet the
promises given when advertising the product. How closely the

actions meet promises helps in gaining and restoring customer
respect and trust. Keeping one's promises may get more vital to
customers than personality, competence, and price. The product
planning process gets summarized as follows
13. REFERENCE
“Consumer behavior”. (2011). Consumer behavior. Retrieved
from http://www-rohan.sdsu.edu/~renglish/370/notes/chapt05/
“New Product.” (n.d.). New Product Planning and development
[Pdf Document]. Retrieved from
http://ipm.ge/article/New%20Product%20Planning%20and%20d
evelopment_ENG.pdf
Hutchens, S.P. (2008). The Marketing Mix and Product.
Retrieved from
https://people.creighton.edu/~shu02225/nps_c_05.html
Singtrix LLC. (2014). Singtrix. Retrieved from
http://www.singtrix.com/
Singtrix LLC