MKT600 - JBL's Marketing Strategy and Plan for Innovative Headphones

This report outlines a comprehensive marketing strategy and plan for JBL, focusing on the introduction of a new range of hearing sensitive headphones in the Australian market. It begins with an executive summary highlighting the key aspects of the plan, including a detailed analysis of the target market, which is segmented based on income, age (18-45), and behavioral factors (students, business professionals, and travelers). The report then delves into the marketing strategy, including positioning, emphasizing high-quality products focused on consumer health and innovative design. The marketing mix strategy is thoroughly examined, including product strategy (product development), pricing strategy (premium pricing), distribution strategies (traditional and digital), and promotional strategies (advertisements, social media, and public relations). The Ansoff matrix is used to guide product strategy, and a positioning map illustrates how JBL aims to position its products. The report also considers the external and internal business factors influencing JBL's success in the Australian market, using data from the global competitiveness index and global economy. The conclusion reinforces the potential of the new headphone range to maintain JBL's competitive edge. The report concludes with a list of references.