Essay on A Marketing Case Study on Axis Communications

5143 Words Apr 21st, 2012 21 Pages
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
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MARKETING BUDGET....................................................................................................21 6. BIBLIOGRAPHY..............................................................................................................24

1. -------------------------------------------------

INTRODUCTION This marketing management research work has Axis Communications as its case study. Axis Communications is an Information Technology company that produces specialized digital cameras for network video solutions. Network video products are essentially surveillance cameras that have multifaceted applications. Axis Communications was founded in 1984 with its headquarters based in Sweden. The marketing plan developed in this paper is for the sale of Axis’ new product in Nigeria. Nigeria has a developing economy with high prospects in the Information Technology industry.

2. SITUATION ANALYSIS ___________________________________________________________________________ The Chartered Institute of Marketing in the UK defines marketing as “the

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