EXECUTIVE
SUMMARY
In the next 12 months,
from Nov 11 to Oct 12, Creative will implement major changes in terms of image,
advertising and sales service.
Creative Technology
Ltd. is the creator of the famed Soundblaster series of sound cards which was one
of the pioneer products of the multimedia revolution. Creative has kept its
dominance of that market segment with the success of the Audigy series of sound
cards, launched in 2001.
However, due to the
influx of many new sound system manufacturers such as SonicGear and Logitech , Creative
has suffered a loss in its market share.
Therefore, we will be implementing new
strategies to rectify the problems and keep our brand competitive in the
present and future market.
Here are a few notable
strategies we will be implementing:
1. Increase market share in the
industry
2. Enhance Creative as brand leader
“Speakers = Creative” concept
3. Improve after sales service
4. Ease of purchase via online and more
retail outlets in strategic locations
5. Personal Digital Entertainment (Customization
of skins for speakers)
The sales forecast and
expenses have been tabulated in the report.
From the results, we are confident that our proposal is feasible and
will definitely aid in transformation of the brand image. This holistic approach will allow Creative to
benefit in the long run.
2.
INTRODUCTION
2.1 Company
Background
Creative is the worldwide leader in digital entertainment
products for the personal computer (PC) and the Internet. Creative was founded
in Singapore in 1981 with the vision that multimedia would revolutionize the
way people interact with their PCs.
Famous for its Sound Blaster sound cards and for launching the
multimedia revolution, Creative is now driving digital entertainment on the PC
platform with products like its highly acclaimed ZEN line of digital audio
players. The company's innovative hardware, proprietary technology,
applications and services enable consumers to experience high-quality digital
entertainment-anytime, anywhere.
Since launching the phenomenally successful Sound Blaster sound cards and setting the de facto standard for PC audio in 1989, Creative has been able to leverage on its leading-edge audio technology, huge user base and strong brand name to expand into the exciting lifestyle Personal Digital Entertainment (PDE) market.
Since launching the phenomenally successful Sound Blaster sound cards and setting the de facto standard for PC audio in 1989, Creative has been able to leverage on its leading-edge audio technology, huge user base and strong brand name to expand into the exciting lifestyle Personal Digital Entertainment (PDE) market.
In June 1994, Creative gained a public listing on the main board
of the Singapore Exchange (SGX).
Creative's global corporate headquarters is located in
Singapore, in the heart of the Asia-Pacific region. It has regional headquarters
in the US (Milpitas, California), Europe (Dublin, Ireland) and Asia
(Singapore).
2.2
Company Mission
Creative's mission is to expand their leadership role in the
lifestyle Personal Digital Entertainment(PDE) market, using groundbreaking
technology and leading-edge designs for not just the technically savvy
consumers, but for everyone who enjoys entertainment and furthermore with
strong focus on user-friendly interface, multiple features and cool industrial
designs, the Creative brand is synonymous with lifestyle Personal Digital
Entertainment.
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