Microgames Marketing Plan: Attracting Teenagers, Parents, and Adults

The assignment content discusses the marketing efforts of microgames targeting teenagers, parents of teenagers, and adults interested in playing microgames. The marketing mix consists of four Ps: product, price, place, and promotion. The company should use market penetration pricing, provide accessibility through exclusive distribution channels, and promote the brand through various activities such as advertising, public relations, and discounts. The financial budget for marketing is £500, which is expected to generate a 25% increase in sales and a 15% profit margin.

Entrepreneurship and Marketing

Table of Contents
Component 1.............................................................................................................................................3
Career Plan................................................................................................................................................3
Statement......................................................................................................................................3
Appraisal of techniques & personal skills....................................................................................3
Long term goals...........................................................................................................................3
Employability issues....................................................................................................................4
Characteristics of good entrepreneur...........................................................................................5
Business Plan.............................................................................................................................................5
Opportunity overview..................................................................................................................5
Market research............................................................................................................................6
Opportunity Assessment..............................................................................................................6
Opportunity selection...................................................................................................................6
Strategy........................................................................................................................................6
People Plan...................................................................................................................................7
Resources.....................................................................................................................................7
Budget..........................................................................................................................................8
Business Model............................................................................................................................8
Component 2.............................................................................................................................................9
Marketing plan..........................................................................................................................................9
Introduction...............................................................................................................................................9
Segmentation of market...........................................................................................................................9
Target Market...............................................................................................................................9
Method of communication.......................................................................................................................9
Marketing mix.........................................................................................................................................10
1. Product................................................................................................................................10
2. Price....................................................................................................................................10
3. Place....................................................................................................................................11
4. Promotion...........................................................................................................................11
Projected sales & profit margin.............................................................................................................11
References...............................................................................................................................................13

Component 1
Career Plan
Statement
I am suitable for self-employment because my capabilities and intellectual skills help me earn
more money which drives me to fulfill my dreams. I am self-motivated, passionate, risk bearing,
hard working person who can have the strong vision and planning capabilities with excellent
money management which enable me to establish my own business (Le et al., 1999).
Appraisal of techniques & personal skills
Various type of technical knowledge is required in order to achieve the long-term goals in the
future. The personal and technical skills of an individual help to achieved the goals and
objectives.
Long term goals
The long term goals of an individual are based on the individual interest and desires. The
individual will effort towards the achievement of long-term goals which is the final commitment
of an individual. The long-term goals are to become digital marketing manager which requires
management skills, technical skills, and experience in order to become a digital marketing
manager. My long term goals are directly linked to my degree and skills which include technical
as well as personal skills.
Following is the evaluation of techniques and personal skills:

1. Analytical skills
My analytical skills help to overcome the key challenge in digital marketing by identifying
the trends and monitoring of work which helps to works in a most efficient and effective
manner.
2. Data analysis
The data analysis is required in order to analyze the data which enables to identify the
customer perception, trends, demand, and others. The knowledge of data analysis is majorly
required in order to fulfill the objectives of marketing. My data analytics technical skills help
me to fulfill the long term career objective in an adequate manner.
3. Technical knowledge of tools
My knowledge of various technical free tools such as Tweet deck, buffer, Canvas, Google
analytics, Twitter analytics, and others helps to accomplish my long career objective of
becoming digital marketing manager because the manager promotes the brand in the eyes of
the customers digitally.
4. Social media optimization
The ability to use the right voice is essentially required in order to develop the successful
business trading electronically. My social media optimization abilities have strong synergies
which enable to increase the presence of the company electronically.
5. Search engine optimization
My technical search engine optimization skills helps to engage the visitors which promote
the
6. Management skills

My management skills help to manage the digital marketing in an effective manner which
adds value to the organization. The management skills enable to manage the online
marketing which helps to do the roles and responsibilities of digital marketing manager
successfully.
7. Intellectual skills
My high intellectual skills help to perform the role of digital marketing manager in an
appropriate manner by innovation in promoting activities in order to create brand awareness
among the target customers electronically.
8. Creativity
My personal creativity skills help to distinct the brand image through innovation which
enables to perform the job in an efficient and effective manner.
Employability issues
The employability is defined as the experience and skills which are gained at the workplace. It
plays an important role in succeeding in the particular career. Following are the employment
issues which impacts on the career aspirants of an individual:
1. Understanding of skills and personal attributes
The skills and knowledge require for every individual job are different, so the understanding
of skills and personal attributes is the major challenges in order to outperform the job. For
example, the role of business analyst requires analytical skills in order to perform the job
with the degree of master of administration in Finance. So in order to gain the knowledge
firstly, understanding of skills is one of the major challenges of employability which directly
impacts on the career aspirant of an individual.
2. Poor technical skills

The technical jobs require technical skills to perform the roles and responsibilities of the job.
So if the employee does not gain the knowledge of technical skills at a workplace in order to
perform the job, then it is the major issue which impact on the career aspirant of an
individual.
3. Job mismatch
The mismatch of the job is one of the major employability issues which impacts on the career
aspirant of an individual.
4. Lack of knowledge
If the knowledge of the employee in the job is enrichment, then it impacts on the career
aspirants of an individual.
5. Poor learning outcome
The purpose of the job is to get the knowledge and learning outcome in order to perform the
job in an effective manner. So if the employability does not produce learning outcome, then
it is the major issue which impacts on the career aspirants of an individual (Pavlin et al.,
2010).
Characteristics of good entrepreneur
Following are the characteristics of a good entrepreneur:
1. An unwavering passion
The entrepreneur demands passion and commitment in order to build a successful
business by adding competitive advantage to the business. The enthusiasm and passionate
are the characteristics of an entrepreneur.
2. Open mindedness

The open-mindedness is one of the characteristics of entrepreneur which helps to distinct
the brand by getting ideas from others. So the flexibility in an entrepreneur helps to
achieve the mission and vision of the company.
3. Forward-looking approach
It is the approach which helps to grow the business through going ahead on the roadmap
that is directly towards the vision of the company. The successful entrepreneur always
thinks ahead in order to retain the brand's image in the eyes of the customers through
providing innovative products and services to the target customers (Zaccone et al., 2016).
4. Innovative skills
The innovative skills are the main characteristics of entrepreneur which helps to distinct
the products and services from other competitors in the same industry.
5. Strategic planning skills
The strategic planning provides the roadmap in order to achieve the vision of the
company. The planning skills of entrepreneur are one of the characteristics which help to
achieve the vision of the company.
Business Plan
Opportunity overview
The business plan is to launch a micro gaming development studio in the United States. The aim
of the business is to provide innovative games series in order to promote the brand image in the
eyes of the customers through satisfying the needs and demands of the customers. The mission
statement of the company is "Our mission is to design and develop leading-edge technology and
game system, we build a virtual network in order to connect each other." It is the structure

corporation which is surrounded by the right people who are first timers and passionate about the
work.
Market research
The market research is conducted in order to see the products provided by other competitors with
their respective prices. The market research helps to analyze the current market opportunities
which enable to build the competitive advantage for the business. The data is gathered from
primary and secondary data sources which help to analyze the customers demand and
satisfaction which helps to innovative the product according to the customer’s expectations
(Hotho et al., 2013).
The marketing mix tool is the marketing strategy which is used to promote the brand image
among the target customers. The marketing mix helps to deliver the product at the right time and
at the right place in order to satisfy the needs and demands of the customers.
Opportunity Assessment
The opportunity assessment is conducted in order to evaluate the current market opportunities in
the gaming industry which enable to maximize the growth of the business. Following are the
factors which are considered for the opportunity assessment:
1. Demand
The current demand of microgames in the US market is high which shows that there is a
scope and business opportunity in the gaming industry.
2. Location
The location of the business is the United States as research and development show gap in
the gaming industry, so innovative games attract a large number of customers.

3. Feasibility
The current market demand and the future scope of the gaming industry in the United States
show that the business plan is feasible.
4. Attraction
The innovative games help to attract a large number of consumers within the particular
period of time.
Opportunity selection
Strategy
The strategy is defined as the action plan in order to achieve the vision of the company. The
strategy is formulated by considering the vision and the target customers of the product and
services.
Key objectives
The objective of the company is to provide micro gaming with advanced technology in order to
achieve the vision of the company. The strategy of the company is to attract a large number of
customers to improve the sales volume of the company.
Competition- PESTLE analysis:
1. Political
The political environment of the company is stable because the company is operating
according to the government policies, tax regulations, trade policies and labor regulations.
The company is operating in the US, so the company is using all the policies and regulations
of the country.

2. Environmental
The company is considering all the environmental issues by using the greener tech and
avoids the use of eliminating hazardous chemicals.
3. Social
The social environment of the company is the environment in which the company operates.
So the promotional activities of the company such as advertisement are done by considering
the American culture.
4. Technological
The resources of the company are allocated to research and development in order to stand out
among the competitors within the same industry. The company is using innovative
technology for providing the high quality of products to the customers.
5. Legal
The legal environment of the company considers customer rights, health and safety issues,
equal opportunities and others. The legal environment of the company is stable in order to
operate in the United States successfully.
6. Economic
The economic factors such as inflation rate, interest rate, exchange rate, recession, demand
and supply, and others are considered by the company in order to sustain the operating
activities of the business in a most efficient and effective manner (Caldwell et al., 2013).
People Plan
The total structure of the company consists of twelve employees who are first timers and has the
capability to outperform their roles and responsibilities. The four employees are programmers,

one content writer, one marketing executive, and one human resource executive, one search
engine operator, one financial manager, one digital marketing manager, and two directors.
Resources
The resources are defined as the assets which help to convert the strategic plan into action. Three
resources are required to establish the business:
1. Software
The various type of software's is required in order to develop the multi-tasking games.
2. Hardware
The hardware includes a laptop, personal computers, printer, and others are required to
develop the games (product).
3. Premises
The workplace is required to establish the business and the employees will there in order to
perform their roles and responsibilities.
Budget
The budget to start the micro gaming development studio is $21,740. The following table shows
the breakdown of total cost required to establish the business:
Particular Number of pieces Cost per piece Total Amount
Incorporation $500
Equipment’s:
Personal computer 12 800 9600
Monitor 12 150 1800
Mouse 12 20 240

Keyboard 12 20 240
Desk 12 100 1200
Chair 12 80 960
Software license 4 1800 7200
Total $21,740
Business Model
The business model of the company is to generate high revenue by providing innovative
multitasking games to its customers. The games will be sold through online and offline mode in
order to provide the wide range of accessibility to its customers (Sitoh et al., 2014).

Component 2
Marketing plan
Introduction
In this present paper, we will discuss the marketing plan of the micro gaming business. The
paper also describes the use of marketing mix and the marketing strategy which is used by the
company in order to promote the brand in the eyes of the customers. The marketing plan of the
company helps to boost the sales volume by communicating and promoting the brand image in
the among the target consumers.
Segmentation of market
The market is segmented on the basis of characteristics and the use of the products. It is the
process of dividing the customers on the basis of same characteristics shared by the group of
people. The segmentation is done on the basis of demographics, geographic, geo-demographic,
psychographics and behavioral. The employee should be managed in a most effective manner
which helps to add value to the organization.
Target Market
The target market is defined as the group of people who are considered at the time of developing
the marketing plan, and marketing efforts are towards the attraction of target audience. The target

audience of micro games includes teenagers, parents of teenagers, and adults who are interested
in playing microgames.
Method of communication
The marketing mix is the communication tool which is used by the company in order to
communicate the brand to the consumers. The advertisement is the most effective marketing
communication tool which must be used by the company in order to enhance the sales volume
within the particular time period.
Marketing mix
The marketing mix is defined as the marketing strategy which is used by the company in order to
achieve the desired sales from the target market. It consists of four Ps which is used by the
company in order to improve the sales volume of the company by promoting the brand image
among the target customers (Hollensen et al., 2015).

1. Product
The product of the company is microgames which are developed in order to satisfy the needs and
demands of the target audience. The company should reinvest in the various stages of product
life cycle in order to stimulate the demand. The company must develop a right product mix by
diversifying the product and increase the depth of product line by considering the needs of the
product from the customer point of view and innovate the product in order to build competitive
advantage. The right product includes the attractive name of the product, color, size and others.
The company should use the attractive name of games with innovative technologies in order to
distinct the brand image among the customers (Borden et al., 1964). The quality of the product
must be highly advanced in order to add competitive advantage to the company. The Micro game
must use advanced graphics with innovative technology which attracts a large number of
customers that directly enhance the sales volume of the company.
2. Price
The company should use market penetration pricing in order to attract a large number of
customers within the particular time framework. Many factors are considered at the time of
deciding the prices such as operational cost, budget, profit margin, competitor's price strategy,
and others. It is the most important strategy which helps to generate high revenue and build
competitive advantage. The user perceived value is another factor which is considered at the time
of setting the price of a product.
3. Place
The place mix is the very important factor which helps to provide the availability of product
within the accessible range of target customers. The target customers are parents and children

are, so the exclusive distribution strategy is opted in order promote the brand with the wide range
of accessibility. The effective distribution channel acts as a promoter which impacts on the sales
volume of the company (Hamzah et al., 2016). The microgames will be distributed through
online as well as offline mode. The distribution channel should be distinct from the competitors
in order to add competitive advantage. The company should sell through multi-channel in order
to provide the widely available the product for the target consumers.
4. Promotion
It is the most important tool which enhances the sales volume by stimulating the demand through various
promotional activities such as the discount, advertising, public relations and others. The
microgames can be promoted through providing free demonstration which helps to generate the
interest of target customers. The advertisement should be done on the national and international
television which promotes the products among the target consumers, and that directly impacts on
the sales volume of the company within the particular period of time. The discount should be
given on purchasing the microgames which help to promote the brand in the eyes of the
customers. The free trails help to attract the target consumers (Ross et al., 2013). It helps to
position the brand image in the target market. The social media should be used to promote the
brand in the eyes of the customers such as Facebook, and other social media websites which
attracts the attention of target audience.
Projected sales & profit margin
The financial budget of the company for marketing is £500.00 which is used to generate the
higher profit within the particular period of time through promoting the brand. The projected

sales of the company will increase by 25% of the total budget, and the profit margin is 15% of
the total marketing budget.
Activities Expenses Total %
Advertisement 83.35 16.67%
Sales promotion 83.35 16.67%
G&A 83.35 16.67%
HR development 43.15 8.63%
Salesforce 123.45 24.69%
Market Research 83.35 16.67%
Grand totals £ 500 £ 500

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