Marketing Plan for VIVO: Case Study and Analysis

Marketing Plan
Case study of VIVO
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Executive summary
The report gives a detailed description of the company named VIVO. The company was
founded in the year 2009 in China. It is the Chinese technology company that is owned by
the BBK electronics that manufactures and designs Smartphone accessories, smartphones,
and various kinds of software that are sold in India. The organization also develops software
for its smartphones that are distributed through its vivo app store. It is an android based
operating system with manager included in its proprietary. The company has been expanded
over the 100 countries over the world.
This report would undertake market analysis, the findings of which would offer a base to
identify the threats and opportunities so that future scope of improvement and development
can be highlighted for the company. There are various smartphones series that is launched
by the company like Y series, V series, X series, NEX series. VIVO is going to launch a
new product S1 in Australia. A company is successful in capturing the market of the world
in a short span of time due to the moderate rates of smartphones along with a variety of
features in it. Vivo is one of the fastest growing mobile companies in India; the reason
behind it is it gets the sponsorship for the Indian Premier league by replacing the PepsiCo.
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Table of Contents
Executive summary........................................................................................................................2
Introduction....................................................................................................................................5
Company Profile.............................................................................................................................5
Vision/Mission Statement..............................................................................................................6
Situational Analysis: External.......................................................................................................6
PEST Analysis............................................................................................................................6
Situational Analysis: Internal........................................................................................................8
Employee’s issues......................................................................................................................8
Customers issues........................................................................................................................8
Competitors issues.....................................................................................................................8
Suppliers issues..........................................................................................................................8
SWOT Analysis..............................................................................................................................9
Segmentation, targeting and positioning analysis.......................................................................9
Geographic................................................................................................................................10
Demographic............................................................................................................................10
Behavioural...............................................................................................................................10
Psychographics.........................................................................................................................10
Marketing Objective....................................................................................................................10
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Description of the New Product..................................................................................................11
Marketing Mix strategy: Product...............................................................................................11
Marketing Mix Strategies: Price.................................................................................................11
Marketing Mix Strategy: Place...................................................................................................11
Marketing Mix Strategy: Promotion...........................................................................................12
Implementation Plan....................................................................................................................12
Conclusion....................................................................................................................................12
References.....................................................................................................................................13
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