Marketing Strategy and Plan

MARKETING STRATEGY
AND PLAN

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Situation analysis.........................................................................................................................3
Company/product analysis...........................................................................................................4
Marketing strategy.......................................................................................................................6
Marketing decision......................................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
The marketing strategy is a key task to be performed by any product or service
organisation. It helps in making a detailed plan about overall market situation and the steps that
can be taken while launching a new product or service. Present project is based on marketing
strategy and plan for a product to enter in US market, intended to be launched by Cyberdyne Inc.
founded by Yoshiyuki Sankai. The firm is currently operating in Japan and aims to enter in US
market with its robotic device Hybrid Assistive Limb (HAL) as a medical device. Hence the
report will make a market research to get a deeper insight of favourable target market and other
schemes that may assist in entering US market.
Situation analysis
The Cyberdyne Company is working for the development of robotic suits that can help
humans in their day to day lives. In this direction, HAL was introduced to aid people who are not
able to move their limbs because of their inability in getting electric signals from their brain.
Thus, it works for physical control of human limbs by directing the signals received from brain.