Marketing Strategy, Design and Implementation Master Master -Launching of a 3D Software Application

Abstract: This master thesis has been conducted by a student in industrial management and engineering at EON Development AB, Gothenburg, Sweden and in association with the Division of Production Management at Lund University. It investigates important issues for EON Development in order to establish a marketing department within the Gothenburg area. A marketing function must deal with customer satisfaction and be cross functional to avoid conflicting purposes with other departments within the organisation and to minimise the risk to develop products that customers do not want to buy. Before starting up a marketing function all employees should get education in basic marketing to increase understanding and support teamwork. The management should be a part of, and promote, the learning organisation. Gothenburg has a cluster of 3D and Virtual Reality industries and is one forerunner region in northern Europe and EON Reality would have an advantage of having a marketing function presence there. Ideal co-workers have a big contact net in interesting industries and have marketing education, good knowledge in the parent company’s statement, goals and values and work towards them. A marketing plan investigates the business environment and specifies different marketing activities. It is a part of a marketing function’s tasks to develop a marketing plan. One activity is the product launch of the latest version of the plug-in EON RaptorTM . Relations to customers and resellers are important and resellers do not want to have competition from their suppliers. To avoid bad will can EON keep the sales function at the resellers and focus on the marketing. More customers for the resellers make it more interesting to be a reseller and then can the resellers’ commission decrease and EON’s income increase. The resellers’ work must be controlled to make sure that the end-users get good training and support.