This study concentrates on the marketing plan of the Greek company Media Strom S.A (Athenian Mattresses Industry) and the development of a new product in a new market: in the case of product diversification through innovation.
This report reviews and evaluates the marketing plan of a well known and established business, Media Strom S.A and recommends an alternative marketing strategy for the needs of product diversification strategy. We examine this proposition alongside with the ongoing marketing plan of the company, as a one to one consultation process. The paper attempts an overall analysis of the current market, the competition and the influences of the external environment. Furthermore, presents the company‟s capabilities and internal processes, highlighting the strengths and opportunities of the organization. The solution proposed by this paper moves to the field of product innovation (product case: sleeping pillow enhanced with internal speakers with connector for smartphones), so that it positioned as an inspirational product with distinctive quality and technological function. It mainly focus on introducing a modern relaxing sleep session to the user, which provides affordable bed and sleep-related products to young- middle age groups of people with concerns over technology and comfort. The stated objective here, concerning price analysis, is that the above product category should reach 1/10 of the overall sales of the company, with regional targeting of the western societies, which are more technologically advanced and innovation friendly.
https://www.academia.edu/4443580/Marketing_Plan_with_product_diversification_strategy_Media_Strom_case_study_Athenian_Bedmatress_Company_
Article Marketing Plan with product diversification strategy: Case s...
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