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Marketing Plan Essay

5282 words - 21 pages

MASTER OF BUSINESS ADMINISTRATIONAWARDED BY NOTTINGHAM TRENT UNIVERSITYASSIGNMENT SUBMISSION FORMNote: Students must attach this page to the front of the assignment before uploading to WECSERF.For uploading instructions please see the help file onlineName of Student: Timothy Ong Toon MunStudent Registration Number: PP205Module Name: Contemporary Issues in Strategic MarketingModule Number: 12Assignment Title: Marketing PlanSubmission Due Date: 28th Feb 2010Student's Electronic Signature: Timothy OngPlagiarism is to be treated seriously. Students caught plagiarizing, can be expelled from the programmeContemporary Issues in Strategic MarketingMarketing PlanByTimothy Ong Toon Mun28th February 2010(4,575 words)TABLE OF CONTENT4Executive Summary 61.0 Introduction of Company Background 72.0 Critical Literature Review 72.1 Segmentation, Targeting, Positioning 82.2 Marketing Mix 103.0 Current Situation & Trends 134.0 Performance Review 155.0 Strategic Analysis 155.1 Porter's Five Forces Model Analysis 165.2 SWOT Analysis 176.0 Objectives 187.0 Marketing Strategies 187.1 Market Segmentation, Target & Positioning 217.2 Marketing Mix 217.2.1 Products 227.2.2 Price 227.2.3 Place 237.2.3 Promotion 248.0 Action Plans 248.1 Management Team 259.0 Project P&L 2610.0 Controls 2811.0 Contingency Plans 2912.0 References 2912.1 Books 2912.2 Journals, Articles and Research Publications 3012.3 ELECTRONIC AND PRINT MEDIA 31Appendices 31Appendix 1a 31Wafer Fabrication Process & TEL BUs 31Appendix 1b 31Wafer Fabrication Process & TEL BUs Executive SummaryTokyo Electron Limited has been the top 2 Semiconductors Production Equipment (SPE) manufacturer since 1996, seconded to Applied Material only. Recently economy climate had badly hit semiconductor production industries & wafer fabrication industries. All SPE manufacturers are facing tough time due to the freezing of capital expenditure (CAPEX) of most semiconductor & wafer fabrication companies resulted in no new installation, freezing expansion & etcs. As a result of these circumstances, TEL SPE revenue has been dropped from ¥726 billions in FY2008 to ¥325 billions in FY2009 & FY2010 project mere ¥259 billions (Figure 7). Therefore TEL has been overtaken by ASM & push to 3rd in Top SPE manufacturer in term of revenue (Figure 8).The main reason of TEL sharp down fall compare with other manufacturers is because of our least focus of Spare Parts, Repair & Servicing revenue. While other manufacturers utilize some of the revenue from this sector to cushion the fall, TEL traditionally put focus on new installation. All servicing works will end when warranty of the equipment expired. Least effort in securing service contract has directed the customer to look for alternative source for spare parts & perform their own Total Preventive Maintenance (TPM). Our support in service limited to major repair on emergency on-call service.The World Semiconductor Trade Statistic...

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