Marketing process and planning Essay Example | Topics and Well Written Essays - 1000 words

Marketing process and planning - Essay Example However, due to a variety of other games, Anki drive will be affected by the elasticity of demand. The prices are likely to go down since there are many competitors in the market. The product will only be limited to the Apple users in the UK. This might affect the market share of the product if there are only few people who use the Apple gadgets. In addition, considering the Apple products are expensive, they might limit the usage Anki Drive. Anki Drive would have had a bigger market share if it would have been launched in other smart phones apart from Apple phones. On the other hand, there will be a high competition from other games that can use all type of smart phones, which will be likely to beat Anki Drive in the market share. Anki Drive has a particular segment in the market. Being a car racing game, most youths will prefer the game because most of them love cars. However, the game can only be supported by Apple iOS devices. Therefore, only the iPhone and iPad users will have access to the game. Most youths in the current generation prefer to use these devices because of their unique features and the improved technology. This is the reason the company decided to chose these devices for Anki Drive. The UK and the US has a lot of youths who are gamers. Thus, the market was segmented mostly for these youths where it will provide a unique and entertaining way to play games. Youths will always show interest in new pattern of games, and that is why Anki Drive is in the market (KOTLER, 2013).   As said earlier, Anki Drive is mostly targeted to the youths and the users of Apple products. Thus, the company is going to use concentrated marketing strategy in marketing this video game. In a concentrated marketing strategy, a company targets only one major group of customers to deliver its products. Having explored the market trends for other games, youths were