Switch Up

Switch Alpha
EXPERIENCE GAMING LIKE NEVER BEFORE, AS THE FUTURE OF ENTERTAINMENT
COMES TO LIFE

Contact
Phone number : 0912345678

Switch Up
Email : Switchupyourjourney@gmail.com
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PART A – E (1,2)
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SUPPORTED PART E, F

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SUPPORTED PART G 100%
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 Table of contents
Executive Summary .........................................................................................................................4
Part A - Introduction of company ................................................................................................................. 5

Part B – Developing new product ................................................................................................................ 6

1. Microenvironment analysis ............................................................................................................... 6

a) Company analyze ...................................................................................................................... 6

b) Customer analyze ..................................................................................................................... 8

c) Competitor analyze ................................................................................................................... 9

2. Macroenvironment analysis ............................................................................................................ 12

a) Demographic environment ..................................................................................................... 12

b) Economic environment ........................................................................................................... 13

c) Natural environment ............................................................................................................... 14

d) Technological environment .................................................................................................... 14

3. SWOT Analysis: ............................................................................................................................. 15

a) Strength ................................................................................................................................... 15

b) Weakness ................................................................................................................................ 16

c) Opportunities .......................................................................................................................... 16

d) Threats .................................................................................................................................... 16

Part C - Financial and marketing objectives ............................................................................................... 17

1. Financial objectives (Business objectives)...................................................................................... 18

2. Marketing objectives ....................................................................................................................... 19

Part D - Marketing Strategy (For new product) .......................................................................................... 20

Part E - Marketing Tactics .......................................................................................................................... 27

1. Product: ........................................................................................................................................... 27

2. Place: ............................................................................................................................................... 30

3. Price: .............................................................................................................................................. 31

4. Promotion:....................................................................................................................................... 32

Part F – Financial projections ..................................................................................................................... 34

Part G - Implementation Controls ............................................................................................................... 35

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Executive Summary

This report aims to provide a marketing plan for the handheld gaming device of Switch Up
company in the Vietnamese market. We offer a range of gaming devices designed with the latest
technology and are known for their portability, durability, and ease of use. Our flagship product is
a hybrid gaming console that can be used both as a traditional home console and as a portable
device, offering a versatile and flexible gaming experience.

Switch Up has a strong online presence, with a website and social media accounts that help us
reach our target audience worldwide. The company also has a robust distribution network that
includes online retailers and brick-and-mortar stores in key markets. The company's marketing
goal is to establish itself as a leading provider of gaming devices by offering high-quality and user-
friendly products that meet the needs of gamers worldwide.

Switch Up's target customer group includes gamers of all ages and genders who are passionate
about gaming and seek devices that offer a superior gaming experience. The company's products
are designed to meet the needs of both casual and hardcore gamers, with features that cater to
different gaming styles and preferences. In addition, Switch Up also invests in research and
development to continuously improve its products and stay ahead of the competition. The company
will also collaborate with game developers and publishers to create exclusive content and offer
gamers unique experiences that cannot be found elsewhere. Switch Up's financial performance has
been impressive, with the company reporting steady revenue growth since its inception. Its
commitment to quality and customer satisfaction has helped us to establish a strong brand
reputation and a loyal customer base globally. To achieve its marketing goal, Switch Up’s
strategies include product, place, price, and promotion. The company will also focus on providing
excellent customer service and support to ensure that its customers are satisfied with their
purchases.

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Part A - Introduction of company

Brand name: Switch Up

Year of establishment: 2018

Our story :

Switch Up is a newly established company in 2018, specializing in handheld gaming devices. The
company was founded by a group of enthusiasts and experienced professionals in the gaming
industry, to provide customers with great and creative gaming experiences.

Our handheld gaming device, Switch α is designed with a modern and stylish look that can meet
the needs of various customer groups, from children to adults. Switch α can connect to the internet
and support many different types of games, from classics games to the latest titles. In addition,
Switch α also has the special feature of multitasking, allowing users to play games on TV or the
device's touch screen. Specifically, Switch α stands out from other similar products on the market

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thanks to the constant update of various software, hardware, and the ability to connect to Bluetooth
speakers and devices.

Switch Up's target market is global, with a focus on countries with high entertainment demand and
rapid development, such as the United States, Japan, and Europe. The company is also looking to
expand into new areas and provide the best products and services to customers worldwide.

In terms our of future vision, we want to become one of the leading companies in the handheld
gaming device industry, delivering top-notch products and exceptional customer service, and
providing users with the best gaming experience while giving them the best value for their money.

As for the company's core values, Switch Up is committed to constantly innovating and updating
the latest technology to provide the best products and services to customers. At the same time, we
are always ready to change and adapt to the market to meet customer needs and create value for
the business. We will also prioritize sustainability and social responsibility in our operations. We
will strive to minimize our environmental impact by using eco-friendly materials and production
methods, and we will actively seek out ways to support the communities in which we operate.

Part B – Developing new product

1. Microenvironment analysis

a) Company analyze

 Marketing:

2018: Our company was established, mainly operating in the inner city area of Ho Chi
Minh City. We started launching Switch α handheld game machines suitable for the needs
of young people aged 20-40. We also partnered with some supermarkets and shopping
centers for retail sales.

2020: We began expanding our production system and company branches.

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 2021: The marketing and sales process decreased due to the impact of the Covid-19
pandemic.

2022: We came back and boomed on the market with a series of new handheld game
machines.

Our company has an effective marketing strategy, providing products that meet the needs of
customers mainly between 20-40 years old. At the same time, we grasp the latest trends in the
industry and build clear advertising strategies, as well as take advantage of social media and
modern digital technologies. However, the brand has not been established firmly. The company
has not provided suitable marketing strategies for each customer group (customers outside the 20-
40 age group will find it difficult to access the product). Esport tournaments and online gaming
communities are our main communication channel to introduce the product to the public.

 Production:

2018: The first Switch α handheld game machine of our company was born with
outstanding features that were highly appreciated by many experts. However, there were
still some errors on the machine during customer use.

2022: Along with the strong comeback of the company, the new Switch α handheld game
machine has been upgraded to overcome the remaining shortcomings of the old generation.

=> The product is innovative, unique, and advanced. The product quality management is good,
with continuous product improvement to meet customer needs. Along with that, our production
line has been updated with the most advanced equipment, ensuring the production capacity will
double for many years to come.

 Finance:

During it’s 5 years of operation, the company has managed its budget effectively, ensured stable
finances, made accurate cost calculations, and provided suitable investment strategies. However,
the company has not had a long-term strategic plan, has not provided financial plans for each stage,
and has poor financial risk control (the financial situation during the Covid-19 period is a typical
example). But now that the times have changed, we believe our sales will increase rapidly
throughout the year in both domestic and international markets.

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  Organization:

2018: There were nearly 100 employees, including staff, technicians, workers, and
managers.

2020: The number increased, with about 250 employees in total across our branches.

2021: The number of employees decreased to 200.

2022: The number of employees increased to nearly 300.

During the 5 years, the company had professional, skilled, and experienced personnel suitable for
production and management needs. However, with the arrival of covid 19, the company had to
make the choice to cut staff and maintain that status for a long year. After that period, Switch Up
is once again ready to start building back our department with many new training and skill
development programs.

b) Customer analyze

The target customers are young people, primarily aged 18-30 who require entertainment through
handheld gaming devices with average or high economic conditions. Parents who want to provide
their children with a modern and trendy entertainment device are also our potential customers.

Psychological analysis:

 People aged 20-40: This is the age group where customers are mature and have a clear
understanding. After studying or working hours and stressful deadlines, owning a handheld
gaming device becomes extremely useful for customers. At this time, customers also have
financial autonomy and owning a quality handheld gaming device to experience and
enhance their personal "ego" also becomes very important.

 Customers are parents or adults who want to buy for their children: At this time, customers
tend to spend more time understanding their children and wanting to prepare good things
and great memories for them as they grow up. Want to give children knowledge from
interesting forms of entertainment. Our handheld gaming device can help parents easily
connect and have entertaining moments with their children, from which to form memories,

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 parents also become closer and from there, they can easily understand the interests and
habits of their children. In addition, helping children have a clearer understanding of
technology, gain more knowledge through games, and the online connection of gaming
devices can also help children increase their interaction in many other relationships.

 Most customers use handheld gaming devices due to their interest in games, entertainment
needs, the need to connect with friends, the need to own new and convenient technology
products, the need to compete in online games, and the need to enjoy the latest games.

 Customers feel disappointed with some other handheld gaming products on the market
mainly through factors such as: performance not meeting the needs of users, design not
being beautiful or not suitable for users, products not meeting connectivity and online
gaming features, and higher prices compared to similar products...

=> Our company's product meets many criteria that customers consider when buying a handheld
gaming device, including high performance (graphics processing, smoothness), beautiful design,
eye-catching colors suitable for the majority of young people, compact size for easy portability,
an affordable price compared to other similar products, and connectivity and online gaming
features.

c) Competitor analyze

The company has four major competitors in the same field, such as Xbox belonging to Microsoft,
PlayStation belonging to Sony , Nintendo, and Valve..

Xbox - Microsoft:

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Targets game enthusiasts who prioritize high-quality
graphics, RPG gaming experience, and access to
various types of games. They also aim at consumers
interested in online gaming and those who value social
interaction and community building. Xbox positions
its controller as a high-performance product designed
for competitive and engaging gaming experiences. Its
marketing mix primarily consists of collaborating with
game developers, sponsoring gaming events, and using social media for marketing.

PlayStation - Sony :
Targets game enthusiasts who prioritize high-
quality graphics, RPG gaming experience, and
access to various types of games. The target
audience also includes those interested in virtual
reality and advanced technology. PlayStation
positions its controller as a premium and latest
product that enhances gaming experiences. Its marketing mix mainly includes exclusive game
packages, limited edition controller designs, and online community events.

Nintendo Switch:
Targets families and casual gamers who value flexibility,
convenience, and entertainment. Nintendo positions its
controller as a flexible and user-friendly product that provides
unique gaming experiences in various situations. Its typical
marketing mix includes collaborations with famous brands,
releasing family-friendly games, and social media marketing.

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Steam Deck - Valve:
Targets gamers who want a powerful mobile gaming device
that allows them to play PC games anytime. Steam positions
its controller as a premium and flexible product designed for
professional and competitive gaming. Its marketing mix
mainly focuses on providing detailed information about the
device's features and capabilities, creating buzz through
demos and word-of-mouth in the community, and
leveraging their existing user base to promote the product.

In short :

Both Xbox and Steam target high-performance and high-end customer segments but lack
flexibility.

Nintendo Switch focuses on various customer segments, from large to small, with affordable prices,
ensuring flexibility and mobility, but lacks performance.

Steam Deck is considered a balance between providing powerful performance and portability for
gamers.

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2. Macroenvironment analysis

a) Demographic environment

Age:

The manufacturer specifies that the product should be used by individuals aged 15 and above to
ensure responsible usage. According to guidelines from the Electronic Software Association
(ESA) in the United States, parents are encouraged not to allow children under 6 years old to play
electronic games. Therefore, the age group of 20-40 will be the primary target audience for the
company. However, the age group of 15-19 will be the potential target audience that SwitchUp
will approach. Based on a survey by Statista, 94% of Vietnamese people play games occasionally,
85% play on mobile devices, and 20% of adults play games frequently.

Gender: Based on the scientific research report "Casual games and gender_Ulrich Tausend", there
is an increasingly noticeable variation in the gender ratio of gaming between men and women. The
study shows that the proportion of female gamers accounts for 30% at the age of 18, compared to
male gamers under 18 years old (23%).

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 b) Economic environment

Income:

Based on the personal income level in urban areas, the company will focus on targeting customers
with an above-average income level.

According to the analysis in the report "Results of the Survey on Vietnamese Living Standards in
2020_The General Statistics Office", the income level of urban residents is relatively high.
Therefore, they are the group of customers who are able to afford electronic entertainment and
gaming products in particular.

Consumer psychology: Consumers nowadays are becoming more intelligent and discerning when
it comes to making choices for each product. One of the criteria for choosing an entertainment
product (handheld game consoles) is as follows:

The price:

o Console's Specs
o Ability of Product
o The designs

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o Features
o Experiment
o Ecosystem of Product

(From makeuseof.com)

Those will be the key factors that the company's new product will bring to its product

c) Natural environment

Environmental issues are always a focus for every company in building their brand image for
partners and customers. For SwitchUp, the focus will be on packaging products using
environmentally-friendly, quickly biodegradable materials.

The increased cost of energy is a major challenge for SwitchUp due to the unstable oil market,
especially for transportation activities.

Although the company has a backup power system, ensuring a regular power supply is still a
constant concern for national power companies. Therefore, investing in natural energy sources for
the company is necessary to reduce reliance on the national power supply for production purposes

d) Technological environment

Accelerating pace of change:

AI in gaming is a tech innovation which focuses on creating advanced experiences and more
interactive effects for users. Integrating AI into handheld game consoles can enhance the gaming
experience for players.

Gesture Control: Instead of using physical buttons on the controller to control the character, the
handheld console can integrate gesture control technology to detect user gestures, increasing
interaction and immersion.

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Facial Recognition: This feature can enhance security by allowing users to log in to their gaming
device with their own face, as well as providing a safer and more accurate way to verify game
accounts compared to social media verification.

Unlimited opportunities for innovation: Integrating biometric information into electronic devices
in general can provide consumers with a sense of security in providing information that would be
difficult to fake. This will be a major issue in protecting user information in today's world..

3. SWOT Analysis:

a) Strength

A large variety of games: Switch Up offers all platform video games from Xbox, PlayStation, PC,
Wii, Nintendo, mobile, etc. By collaborating with other brands, we can give the user a more
fulfilling experience since most handheld gaming devices restrict their game library to a single
brand and are not accessible by off-brand products.

Focus on gaming experience: Switch Up always listens to the gaming community and provides
everyone with the best gaming experience possible. With a foundation built on customer
satisfaction, we always try our best to give the most innovative and unique products to our
customers

VR/AR technology: Switch Up provides the most advanced VR/AR technology in the gaming
industry to bring the most realistic experience for gamers.

Availability worldwide: Switch Up has worldwide logistics and ships the products to customers as
fast as possible.

Update constantly: Switch Up always adopts new technologies and upgrades the products to the
top of the industry. No matter if it is software or hardware update, we will provide it for you

Affordable Price: Switch Up provides a high-end product at an affordable price to serve the
gamer’s community.

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b) Weakness

Newcomers to the industry: Switch Up company will be less popular than well-known companies
in the gaming industry. We need time to gain a reputation and trust in the industry.

Intense competition: Many gaming consoles like Nintendo Switch, Xbox Series X, PlayStation 5,
etc. compete in the gaming industry.

c) Opportunities

Define the new way of gaming: Switch Up provides a handheld console that can play anywhere,
any game, anytime, and connect to any device and experience high-end quality performance.

New market: Over the past few years, the handheld console market in Vietnam has grown strongly,
with many new and high-quality products being introduced and sold in the market. User demand
also increased gradually in recent years. After another few decade, Vietnam soon will become a
strong market for electronic device, so starting right now will bring us many benefit in the future

d) Threats

PC gaming is still strong: PC gaming is still strong because of the technological advantage of PCs
and the lower prices of their games.

Lower income: After the COVID-19 pandemic, the economy fell and everyone spent less money
on gaming devices.

Popularity: The popularity of handheld gaming consoles in Vietnam is not as high as in some other
countries such as the US, Japan or Europe. This product is still not completely popular in the
Vietnamese market.

Conclusion
Switch Up is fully qualified to be successful in this industry, innovation product, competitive price,
strong partnerships and much more. But there are still many problems that we need to overcome
before that such as being a new brand in a competitive market. Even so, there are plenty of

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opportunities for us to take advantage of. Shaping a brand new standard for handheld gaming
devices and building our name in the gaming industry. Nothing is certain in the future, we might
experience another pandemic or maybe an economic depression but Switch Up are willing to take
up any challenge to becoming the top brand in this industry.

Part C - Financial and marketing objectives

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 Short-term goal (1 year) Long-term goal (3-5 years or more)

 Build, develop, and increase brand  Become one of the leading brands in the
recognition in Vietnam, with a focus on global market.
Ho Chi Minh City.
 Expand into Western countries and
 Research and develop new features to establish a strong market in Eastern
improve performance and provide countries.
customization for customers.
 The best Vietnamese-produced handheld
 Increase revenue and profitability for the gaming console brand.
company.

1. Financial objectives (Business objectives)

Period Rent Production cost Marketing and Salary and Other costs Expected profit
costs advertising costs social per Product
insurance
costs

Beginning 80 400 USD/Product 30 USD/Product 25 USD/product 20 Profit = Revenue - > low-profit

USD/product (Production cost + strategy
(1-3 years ) USD/product
Operating cost)

> Focus on
> (599-400-165)*number building the
of products brand and
attracting new
customers
> 1 product will bring 44
profit

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After 160 - 200 300 USD/Product 30 USD/Product 20 USD/Product 10 USD/product > (599-300-255)*number > Find ways to
of products minimize
(from year 3 USD/product
production costs,
to year 5 and
sourcing costs,
forward)
> 1 product will bring 40 and labor costs to
profit increase profits

> Focus on
expanding the
market, building
additional
facilities outside
the central area

In summary, our initial stage will focus more on ways to build brand and attract customer attention
rather than focusing too much on profit, while the later stage will focus more on expanding the
market and reducing production costs and reorganizing human resources.

Additionally, our profits will also come from implementing hardware or software upgrades for our
equipment.

2. Marketing objectives

Building up the image for our new product :

As a new brand in a new market, we want the public to know and understand that our product -
Switch α, is a portable, highly versible and outstanding performance device that can give you the
perfect experience for entertainment. To do this, a combination of campaigns will be executed both
on Social networking platforms and traditional ways of marketing like banner or advertisement. In
addition, The company website will also be optimized for search engines to increase organic traffic
and improve online visibility. Special promotions and discounts will be offered during key sales
periods to drive sales and generate buzz. Finally, customer reviews and testimonials will be
showcased on the website and social media platforms to build trust and credibility with potential
customers.

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Trial for Customers:

The opening of our store will create opportunities for customers to try the product before buying,
increasing their trust and likelihood to purchase as well as give them all the details about the new
Switch α. promotional programs or experiential product activities will also be use in this state

Enhance Online Presence:

In this age of technology, a company's online presence is crucial to its survival since not all
customers have the condition and time to go straight for our store and check out the product itself,
they will have to find a different way to do that which is online. Having a strong presence on the
Internet bring us immense benefit like improving accessibility to customers through our online
channels such as websites, social media, and online advertising. Reach a wider audience and create
an online environment that is convenient for customers to learn about the product, place orders,
and provide feedback.

Build Good Customer Relationships:

Create a friendly, professional, and caring environment is an important step for us to build long-
term relationships with customers. This can be achieved through communication campaigns,
customer care programs, and other communication activities.

Part D - Marketing Strategy (For new product)

Based on the Statista database that surveyed and analyzed “U.S. video gaming audiences 2006-
2022, by gender” Published by J. Clement, Oct 20, 2022, the gaming ratio between men and
women who need entertainment with video games is the same. That shows that women
increasingly have the same demand for gaming as men.

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Electronic entertainment needs always arise in today’s technological society, each individual,
preference or age group has different entertainment needs. According to a Statista survey in
January 2021, players around the world spend an average of 7.97 hours per week playing games.
The age group from 18 to 25 is the group that plays the most, with more than 20 hours per week.
Therefore, the age group from 20-25 is identified as the strategic target group of Switch α in the
next phase because they have independent financial capacity and can control their own gaming
habits. The age group from 15-20 is considered as a potential group to deploy products with
affordable prices, suitable for the social status of this age group in the future. The age group from
25 onwards will be the customer file in finding differentiation strategies to attract customers from
this age group.

Nowadays, users are very interested in the factors of technology, storage capacity, design and
machine life cycle. This shows that the market share of hardware equipment of the current game
machines is being saturated and manufacturers focus on new criteria to create differentiation points
for the company’s products.

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In addition, the report “Global Game Market Revenue by Device_Newzoo” shows that the
handheld game machine market ranks second in the market share of global game revenue.

Along with the collected data, Switch α will conduct the following STP strategy:

Segmentation:

According to the article ““Phân tích về thị trường Trò chơi trực tuyến (Digital game) tại Việt Nam
và thế giới_ThinkZone” the male-female ratio is balanced, with 51% male and 49% female.
Compared to reality, this ratio does not have any difference between male and female players.
Therefore, the personalized product marketing strategies of users will be an advantage of Switch
α when launching new products to the market, which is currently very few other game companies
use.

Like fashion products, specifically shoes have very new strategies in cooperating with comic book
companies (Skechers co-op Pokemon or Samsung co-op Thom Browne).

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Segment Demographic Characteristics Psychology US VALS Description of
Framework Switch Up’s
product should
do.

Juvenile Age: 10-17 Interested in Freedom EXPERIENCERS This is a

new products and SURVIVORS potential
Gender: Autonomy in customer group
Male/Female Have a personal for our company
tendency to use activities to develop
Income: in groups affordable
Incomeless Preferences products that suit
Products must them. In
Social status: have dynamic Communicates addition, we will
Pupil and youthful organize E-sports
colors. events
exclusively for
this group to
promote the
company’s
recognition for
this target
audience.

Young Age: 18-25 Independent Like to express ACHIEVERS Products that

adult purchasing and the self have strong
Gender: spending power. personal and user
Male/Female preferences in
Calculation in this age group
Income: making will be the key to
Low- purchase helping Switch
Medium decisions. Be Up develop new
more aware of products focus
the values that on personal
products bring customize
to oneself

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Adult Age: from 25 Stable jobs, Having high THINKERS The durability
onwards higher income, responsibility and improvement
more maturity. and potential of the product
Gender: for creativity in will be an
Male/Female Higher life and work important factor
consumer Switch Up adds
Income: awareness than to the product
Medium- other ages. when launching
High marketing
Choosing programs for this
products that customer group.
suit the wallet,
and preferences.

The sense of
self in relation
to money, such
as being a
spender or a
saver, a risk-
taker or a
planner.

Target customer:

Target Social status Age Income Search needs

customer

GI Pupils 10- Incomeless Cheap entertainment products,

17 suitable for the age and meeting the
needs of a basic gaming machine.
And have a compact, beautiful
design.

GII Workers, people with 18- Low- newness, difference, and meeting all
high demand for 25 Medium usage needs of a specialized gaming
electronic product.
entertainment

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 GIII People with stable Over Medium- A basic product, meeting the
jobs, medium 25 High entertainment factor in the day,
entertainment needs convenient. Long service life and
upgradeable.

Positioning:

Based on the goal and segment Switch α positions the product on the positioning map as follows:

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Compared to the product lines of Sony, Nintendo, Steamdeck, Xbox. Switch α commits to bring
long-term values to users. The difference of Switch α will bring to users include: Customize
according to the needs, personal preferences of customers, products will have the ability to upgrade
according to the individual needs of customers.

Brand statement: “Switch up your game, step up to your entertainment”

Meaning: changing gaming habits, diversifying gaming forms is the way that players upgrade their
entertainment experience. At the same time, Switch OLED always supports updating customers’
products over time. And Switch α will always be a companion to support customers with its
lifetime warranty policy for its customers.

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Part E - Marketing Tactics

To grow, the marketing mix (Product, Price, Place, Promotion) will be implemented and
communicated

1. Product:

Material Description Position in Price

construction

ABS plastic Purchased from a waste processing plant. It is a high- Outer shell of the 2.800
quality engineering plastic with high durability, machine USD/tons
impact and abrasion resistance. ABS plastic also has
high strength and can be produced in various shapes
and colors for the product.

Metal Stainless steel, aluminum, and zinc alloy. Metal Body of the 2.410
helps to increase the sustainability of the machine machine USD/tons
and also protects the internal components from (aluminum)
external impacts.

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 Tempered A type of glass that is more durable and scratch- Touch screen 55USD
glass resistant than conventional glass display

Lithium-ion A high-capacity, durable and rechargeable battery. Battery 27USD

Electronic Manufactured from materials such as plastic, metal, Internal electronic 50USD
components silicon, etc. to meet sensitivity and accuracy components of the
requirements while gaming. machine

The structure of Switch α consists of 3 main parts: Tablet, right handle part, and left handle part.
In addition, accessories include a grip and a dock

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 Tablet
Dock
Grip

Handle

Tablet : This is a multi-touch screen. The tablet contains a processor, an image retrieval unit, and
a 6.7-inch multi-touch screen, with a maximum resolution of 1280x720 pixels. When operating,
this monitor outputs images or videos smoothly. When playing games in the form of a console, the
switch will be seen as the main screen. However, when playing games in another form such as
playing games displayed on a TV or connected to another monitor, the tablet can be used as a
keyboard or a desktop game console. In addition to gaming, the tablet can also be used to watch
movies, listen to music, and browse the web. It can also be connected to other social media apps
and software.

Handle : The handle is extremely versatile. It can be used in many different cases for different
games. It can merge with the tablet part of the machine, can also be disassembled to play games
freely, or can be attached to the Grip to turn into a complete detachable controller. Each side of
the controller has 4 buttons and 1 joystick. Inside each one has a battery, a wireless connection to
the device, and an accelerometer that measures the movement of the handle.

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Grip : is an additional accessory, helping to merge 2 handles into a complete console handle, the
grip operation will also be better. When inserting 2 handles into the Grip, the operation is the same
as when we install it on the tablet.

Dock : Used when players want to play games in TV mode. In a word, this is an accessory that
helps Switch α to output images to a big screen, a TV, a projector, etc.

1.1. Product quality

- Switch α is a high-quality product with a beautiful design, good picture and sound quality, high
durability, and strong performance. It is one of the best gaming consoles on the market today,
highly rated by CNET, IGN, and Game Informer. In addition, Switch α also supports the
component update function when users want to upgrade the device instead of having to buy new
handheld game console versions like other brands.

1.2. Packaging

The packaging is beautifully designed with bright colors and accurate and impressive product
images. Because it is made of sturdy material, it can safely protect the product inside from external
influences. Users can easily open the packaging and use it because on the packaging there are
instructions and necessary information to help users easily install and use the product. A special
feature is that the packaging is extremely environmentally friendly because it is designed with
materials that are easy to recycle and environmentally friendly.

2. Place:

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 Exclusive distribution: The introduction of a high-end
gaming handheld console signifies a new era for
gaming products; it promises to deliver an immersive
gaming experience on the go for gamers who are
always on the move so Switch Up decided to choose
the exclusive distribution channel. Specifically, direct
marketing strategies so Switch Up can reach out
directly to our target audience.

 International website: We create our website and sell

the product directly on our website. Customers can
design their dream handheld console from the website.
They can also give us feedback so we can improve our
service and product better.

 Exclusive retailer stores, such as game shops: Switch Up want to attract customers that are
more likely to be interested in the product and less likely to be driven by price pressure. These
stores are also designed to create brand loyalty and attract customers who are more likely to
invest in additional gaming products and services.

 Exclusive event: Each year, we will hold an international event for every consumer to
attend, try, and buy our new products. There are also personalized options right at the event
so clients can see how the dream consoles make. Besides that, they can bring the consoles that
they had bought from us to upgrade their console to the latest technology.

3. Price:

Value Pricing is the pricing strategy Switch Up employs. Our goal is to offer our customers the
highest level of quality products and services at competitive prices.

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The product will be available beginning at $599.99. The console will come in all common colors.
A complete gaming console, a keyboard, an extra gamepad, HDMI 2.1, a USB-type C charger, etc.
All are included in the product. In addition, the product comes with a lifetime warranty.

Also, we provide bespoke choices so that consumers can create the consoles of their dreams; the
highest price for a customized game system is $999.99. Customization refers to things like
technology, performance, colors, etc. We will carry out any modifications you request.

The opportunity to upgrade your portable console without purchasing a new console will be
available in the future. Although there will be a fee for such an update, users will save a ton of
cash.

4. Promotion:

Advertising:

TV advertisement:

Switch Up created 45 seconds of hype and mystery teaser to announce the upcoming launching of
Switch Apha on famous TV channels such as HTV 7, VTV 1, BBC NEWS, ESPN, and CNN.
Pewdiepie will be the person to tease our new product to the whole world.

Switch Up uses this advertising because we want to gain international brand awareness.

Direct and digital marketing:

Social media marketing:

We create hype livestream videos advertisement on social media and Faker ( LOL professional
gamer), Tenz (Valorant professional gamer), S1mple (CS.GO professional gamer), and Pewdiepie
(the most famous gamer on Youtube) become our brand ambassadors. The campaign of the
advertisement will be “Switch up your game. Level up your entertainment.” Besides that, we are
also focusing on the message “Environmentally friendly, High-end, Splendid and Worth every
money”. Our brand ambassadors will play their pro games on our consoles on their Livestreams

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and give their honest opinions about the Switch Alpha console. The purpose of this kind of
advertising is to bring international brand awareness and gain trustworthy in the client.

Personal Selling:

Launching Events: On May 1st, we create launch events for everyone in HCM City to come and
try our products. This event will last until May 7th. The event will be held at Saigon Exhibition and
Convention Center – SECC. At this event, we will launch a gaming tournament for the top three
hottest e-sport games right now which are Counter-Strike: Global Offensive (CS:GO), League of
Legends, and Valorant. The reward of the tournament will be the Switch Alpha consoles to
everyone who is attending the tournament. We also invite our brand ambassadors which are Faker,
Tenz, S1mple, and Pewdiepie to join our launch event. Additionally, everyone will be able to play
their preferred video games with the Switch Alpha. Along with that, there are the top experts in
the field of gaming in general and technology, in particular, to analyze in depth the power of Switch
Up’s product. Because of that, everyone will learn more about the product and have the opportunity
to purchase it.

Experience Festival: After the launching event, we will launch the experience festival in the U.S.A,
England, France, Sweden, Australia, China, South Korea, Japan, and Singapore. Each event in
these countries will be held for one week. The world will have opportunities to experience Switch
Alpha, learn more about the product, and have the opportunity to purchase it.

The objective of this promotion is to gain international brand awareness, give the clients more
knowledge about our product, and prefer our Switch Alpha

In conclusion, Switch Up will be able to accomplish its aim of revolutionizing the video game
industry and become a leading company thanks to the marketing strategies it employs now
and in the foreseeable future

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Part F – Financial projections

1. Target market forecast in 2023

Year 2018 2019 2020 2021 2022 2023

Number of products (thousands) 7 8,75 10,94 8,21 10,26 12,83

Revenue (thousands of USD) 4193 5241 6553 4981 6146 7700

The initial period of the company's development for a product line that received widespread
response with a revenue of 4,193 thousand USD in 2018, corresponding to the growth rate of
product lines.

In 2019 and 2020, the revenue reached 5,200 and 6,500 thousand USD, respectively.

However, due to the impact of the Covid pandemic in 2021-2022, product revenue decreased to
around 5,000 thousand USD.

The revenue target for 2023 will be 7,700 thousand USD (equivalent to 12,830 products).

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2. Expense forecast

Operating costs in 2023:

Production Cost: 300 x 12830 = 3849000 USD

Rent Cost: 160 x 12830 = 2052800 USD

Marketing Cost: 30 x 12830 = 38490 USD

Salary/Social insurance: 20 x 12830 = 256600 USD

Others: 10 x 12830 = 128300 USD

Total: 6671600 USD - ROI = 15,15%

3. Break-even analysis

Switch Up company has $1 million in fixed costs and a gross margin of 37%. Its breakeven point
is $2.7 million ($1 million ÷ 0.37). In this breakeven point, Switch Up company must generate
$2.7 million in revenue to cover its fixed and variable costs. If it generates more sales, the company
will have a profit. If it generates fewer sales, there will be a loss.

Part G - Implementation Controls

PLAN

Milestones Period Department Budget

Become well-
known in the The second quarter
Marketing $30000
industry by of 2023
advertising
Worldwide The second quarter
Marketing $20000
website of 2023

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Development of The second quarter
Marketing $ 150000
the retail channel of 2023

Establish event the

consoles in the May 1st – May 5th Marketing $ 80000
market
Festival for
famous The third quarter to
professional the fourth quarter of Marketing $70000
gamers to try our 2023
consoles

Total $350000

The milestones are important because they show how much money and time has been put into the
marketing program. It is important to complete each milestone on time and within budget.

Measurements of results to take corrective actions:

Customer Feedback: Customer reviews are crucial to keep an eye on. Through online evaluations,
surveys, or in-person meetings, we will gather input in a number of different methods. This is
designed to aid Switch Up in comprehending consumers' experiences with Switch α and
identifying product flaws. From there, Switch Up will improve to provide customers with the best
product.

Social Engagement: Track social engagement to see how customers interact with Switch Up
brands and products.

Competitor analysis: Currently, it is crucial to keep an eye on how our rivals are doing in the
market. From competitors, we can pick up a lot of knowledge that we can use to better our product.

Referencing

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1. Schilling, M. A. (2003). Technological leapfrogging: Lessons from the US video game
console industry. California management review, 45(3), 6-32.

2. DeBusschere, E., & McCambridge, M. (2012). Modern game console exploitation. CSc 566
2012: Research Presentations, 466-566.

3. Zaman, L., Natapov, D., & Teather, R. J. (2010, May). Touchscreens vs. traditional controllers
in handheld gaming. In Proceedings of the international academic conference on the future of
game design and technology (pp. 183-190).

4. Dillon, R. (2011). The golden age of video games: The birth of a multibillion dollar industry.
CRC Press.

5. Consalvo, M. (2006). Console video games and global corporations: Creating a hybrid culture.
New media & society, 8(1), 117-137.

6. Terlecki, M., Brown, J., Harner-Steciw, L., Irvin-Hannum, J., Marchetto-Ryan, N., Ruhl, L.,
& Wiggins, J. (2011). Sex differences and similarities in video game experience, preferences,
and self-efficacy: Implications for the gaming industry. Current Psychology, 30, 22-33.

7. Rykała, P. (2020). The growth of the gaming industry in the context of creative industries.
Biblioteka Regionalisty, (20), 124-136.

8. Marchand, A., & Hennig-Thurau, T. (2013). Value creation in the video game industry:
Industry economics, consumer benefits, and research opportunities. Journal of interactive
marketing, 27(3), 141-157.

9. Tausend, U. (2006). Casual games and gender. In Advenced Seminar: Economic Sociology

10. https://tuyenquangtv.vn/khoa-hoc-va-cong-nghe/202011/viet-nam-la-nuoc-co-ty-le-nguoi-
truong-thanh-choi-game-cao-nhat-the-gioi-
fad0936/#:~:text=94%25%20ng%C6%B0%E1%BB%9Di%20Vi%E1%BB%87t%20Nam%
20tham,Vi%E1%BB%87t%20Nam%20ch%C6%B0a%20%C4%91%E1%BA%BFn%2020
%25

11. https://vietnamnet.vn/en/gaming-industry-new-money-spinner-2130405.html

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12. https://www.einnews.com/pr_news/627282379/gaming-console-market-to-see-competition-
rise-atari-gamespot-gamespy

https://drive.google.com/drive/folders/1273Xy8_4og_xjx6YcS9v4_7GMzcPEeUR?usp=share_li
nk (Link Drive nhóm thuyết trình)

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