Marketing Planning Research Proposal Example | Topics and Well Written Essays - 5000 words

Marketing Planning - Research Proposal Example Animeinternational.com (2006) is an online retailer of anime related products: Dvds and Music; Manga and Books; Toys and Figures; Art Work; Cards and Games; and other merchandise such as accessories, jewelry, and even kitchenware. The company sells over 10,000 diverse products in the anime genre. Animeinternational.com also caters to the multimedia consumer, offering specialized downloads such as wallpapers and avatars (used in Internet forums, emails and online gaming). This diversity in product, design and orientation allows animeinternational.com to offer consumers a wide variety of the most popular anime titles through E-commerce and telephone purchases. Animeinternational.com (2006) slogan is "Your Online Anime Mega Store for all your Anime Needs" and advertises that "Unlike our competitors our focus is not only the North American market, rather we cater to the needs of customers in all countries worldwide." Claiming "price leadership and unparalleled customer service" (animeinternational.com 2006) the company exhibits a strong focus on total quality management in the domains of business to customer and business to business transactions. There are multiple products and services available. ... th American market, rather we cater to the needs of customers in all countries worldwide." Claiming "price leadership and unparalleled customer service" (animeinternational.com 2006) the company exhibits a strong focus on total quality management in the domains of business to customer and business to business transactions. There are multiple products and services available. This marketing proposal paper will focus on expanding the services to include tailored customer relationship management service using use-case scenario technology and focus on expansion service lines in opening markets, particularly the female age 15-24 market that is highly undeserved in the anime industry. Marketing Environment Animeinternational.com has a strong market orientation towards customer relationship management (CRM). CRM is "identifying prospective buyers, understanding them intimately, and developing favourable long-term perceptions of the organisation and its offerings so that buyers will choose them in the marketplace" (Kerin p 21 2002). Animeinternational utilises several online techniques with the purpose of concentrating towards CRM. Some of these methods include blogging, online community, and 'fan fiction.' This type of 'free service' allows animeinternational.com to communicate with, understand and respond to the average consumer base, which has been identified as the young adult male in the Internet and gaming community (animeinterantioal.com 2006). Animeinternational.com also offers online 'chat' customer service, telephone service and specialised anime resources, such as an encyclopaedia. By continuously interacting with the customer base through communication, animeinterational.com exhibits strong consumer relationship management. Company Animeinternational.com (2006)