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A Marketing Case Study on Axis Communications

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A MARKETING CASE STUDY ON AXIS COMMUNICATIONS

BY

JOHN OLUGBENGA ADEGBOYE
08032004784

TABLE OF CONTENTS 1. INTRODUCTION……………………………………………………………………………………………………….3 2. SITUATION ANALYSIS………………………………………………………………………………………………..4 3.1 External Analysis.....................................................................................................4 3.2 Internal Analysis......................................................................................................8 3.3 SWOT Analysis.........................................................................................................9 3. 3.1 The New Product...................................................................................................12 3.2 Marketing Objectives.............................................................................................12 4. MARKETING PLAN........................................................................................................14 4.1 Market Segmentation.............................................................................................14 4.2 Target Market.........................................................................................................17 4.3 Positioning and Differentiation..............................................................................17 4.4 Marketing Mix........................................................................................................18 4.4.1 The Product Concept......................................................................................18 4.4.2 Pricing Strategy..............................................................................................18 4.4.3 Promotional...

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