The paper “ Stan Company - E-Print Product Marketing Plan” is a spectacular version of a case study on marketing. Stan Australian Company is a rapidly growing Australian online streaming venture. The organization provides a wide range of content streaming ranging from popular TV shows to popular movies as their content is released into the market. The venture has over the last two years expanded its operations and subscription base due to the adopted cost leadership approach. On its part, the organization charges a subscription fee of $10 per month for the consumer access to unlimited streaming of a wide variety of their TV show and movies among other audiovisual contents Hopewell, 2015). The organization operates in a drastically growing and changing online media platform.
Traditionally, information dissemination was limited to the mainstream media that included the large TV corporation stations and the radio and the print media respectively. However, the emergence of online media revolutionized the media industry. On one hand, the industry allowed for increased media content, availability, bridging the traditional geographical gaps in the market that confined media stations and content to specific locations in the global market.
Moreover, it enhanced the increased global market consumer base, by providing unlimited access to the global market base. This report develops a critical focus of the online media industry providing a strategic marketing plan and strategies for the development of a new e-print content for the Stan Company limited in the future. 2.0 Situational AnalysisA situational analysis involves an evaluation of the existing market environment that forms the external industry factors that influence the development and eventual success of a product brand in the market.
In this marketing report, the analysis involves an evaluation of both the primary and secondary data involving the e-print content and especially involving e-newspapers and e-books in the market. 2.1 Primary Data FindingsPrimary data is the original data collected from the consumer base in the market, evaluating their reactions and views on a specific product slated for marketing and supply in the market. In this case, the analysis, primary data evaluated the existing e-print products including the e-newspapers and e-books distribution system, as well as the consumer buying behavior of the products.
The evaluation of the two primary market factors aimed at developing a feasibility test and evaluation of the viability of the proposed new product market. 2.1.1 Distribution InfrastructureA product distribution infrastructure is described as the channels and routes through which an organizational product is transferred from the organization to the consumer base. Besides the quality of the physical feature, a good distribution infrastructure allows for the products on-time delivery at the right quality. Based on this understanding, and evaluation of the e-print products establishes that the market mainly relies on the primary publisher websites that sell their brand products creating a limitation on product diversity. Moreover, the available alternatives, especially for the e-books provide them for renting or purchase single products.
Therefore, the existing distribution system does not provide an opportunity for wholesome subscriptions of e-books on a monthly basis and for the newspapers; the subscriptions are limited to managing and newspapers produced by a given media house, reducing the element of a variety of news to the consumers. The existing distribution gap in the market offers an additional market gap and opportunity through which the proposed product could fit in by offering the remedy of variety as well as online, reading of such products without the need to rent or purchase a given book.
This primary data analysis on the Australian e-print industry demonstrates that the industry existing gaps offer the opportunity for the Stan Company to develop and introduce the proposed e-products in the market.
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