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Marketing Philosophy and Strategy of Bandai

In: Business and Management

Submitted By ep7210
Words 4330
Pages 18
Assessment 1 1. Critically comment on the combination of orientations in the organization’s marketing philosophy. 2. Discuss how the theory behind strategic marketing planning models can be used in the formulation of the organization’s marketing strategy. 3. Identify and critically evaluate possible opportunities for growth within the organization’s macro environment.

Programme Name
Master of Science in Marketing with Festival and Event Management

Module and Module Number
MKT11908 - Principle & Practice of Marketing

Name and Matriculation Number
Choi Pang Fung Oscar (40190237)

Submission date
14 July 2015

(3,048 words)

Content

i. Study Objective P.3

ii. Bandai’s Company Background and Mission P.3

iii. Combination of Orientation in Bandai’s Marketing Philosophies P.4

iv. Strategic Marketing Models and Marketing Strategy of Bandai P.6

1. Ansoff Matrix P.6

2. BCG Matrix P.8

v. Possible Growth Opportunities within Macro Environment / Recommendation P.11

vi. Conclusion P.13

Reference P.14

Bibliography P.15
i. Study Objective

This paper examines how Bandai Co., Ltd. implements a combination of Marketing and Product Orientation in its marketing philosophy. Then the formulation of their strategic marketing approaches will be assessed using Ansoff Matrix and BCG Matrix. The last section will evaluate potential opportunities for Bandai’s business growth within macro environment.

ii. Bandai’s Company Background and Mission

Founded in 1950 by Mr Naoharu Yamashina, Bandai Co., Ltd. (Bandai) is a leading Japanese toy manufacturer company and is headquartered in Tokyo. It is the forth largest producers of toys in the world (After Mattel, Lego and Hasbro)[1] with revenues…...

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