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1. Executive Summery
Micron is entering the growing market of microwave ovens. All though in US, the sales of “microwaves“
have been declining as nine out of every four households now have an oven‘: it is still a growing market
in many international markets as it is a tried and true technology and is greatly becoming one of the
standard kitchen appliances. Micron is targeting this kitchen appliance market in South-East Asia. and
also restaurants where microwaves have become a de- facto standard for heating foods- All though the
market leader Samsung has an edge, we believe we can compete because the unique features of our
product offering a more-for-less pricing.
Microwave Oven. as a consumer product. does not have much exposure in the Bangladeshi market. In
this country, most consumers tend to heat their food using gas stoves. Our objective is to make
consumers shift from stoves to microwave ovens as a primary way to heat tools. We hope while fulfilling
this objective. we will reach a 5% market share in the while achieving break-even by the year end.
The following marketing plan includes strategy based on 4P‘s of marketing- product, pricing. promotion,
and positioning. Focus has also been enforced upon advertisements and budgeting, since all companies
do worry about financial limitations even if the companies ar firmly established.
Microwave Oven. being a consumer product. is still in the growth stage in terms of usage and sales
although the market is already flooded with Chinese products. Every brand, even the cheapest ones,
knows what a customer desires and invests heavily on R&D to provide them with those necessities.
Therefore it’s rather difficult to select an area to focus. for gaining competitive advantage- Some top
brands, such as Samsung. Sanyo. etc, have already captured majority of the market and the rest are
occupied by the cheap Chinese brands.
In this situation. the new entrant possesses it’s own strengths in order to penetrate the market
successfully: ‘financial strength’ to spend heavily on research and R&D to find the proper loopholes and
‘creativity’ to communicate the product designed for the customer through extensive promotion in
order to capture the potential market and try to convince customers to shift to our product.

2. Table of Contents
Executive Summery............................................................................................................... 1
1.0 Current Market Situation .......................................................Error! Bookmark not defined.
1.1 Market Description................................................................Error! Bookmark not defined.
1.2 SWOT Analysis.......................................................................Error! Bookmark not defined.
1.3 Competitive Review...............................................................Error! Bookmark not defined.
1.4 Product Review......................................................................Error! Bookmark not defined.
1.5 Distribution Review ...............................................................Error! Bookmark not defined.
2.0 Marketing Strategy ................................................................Error! Bookmark not defined.
2.1 Market segmentation ............................................................Error! Bookmark not defined.
2.2 Research and surveys.............................................................Error! Bookmark not defined.
2.3.1 Advertisement Costs...........................................................Error! Bookmark not defined.
2.3.2 The Cost of Running the Advertisements on Different Media............Error! Bookmark not
defined.
2.3.3 Message .............................................................................Error! Bookmark not defined.
2.3.4 Media.................................................................................Error! Bookmark not defined.
2.3.5 Sales Promotion..................................................................Error! Bookmark not defined.
3.0 Measurement and Control .....................................................Error! Bookmark not defined.
4.0 Budgeting..............................................................................Error! Bookmark not defined.
4.1 Pricing Strategy......................................................................Error! Bookmark not defined.
5.0 Conclusion.............................................................................Error! Bookmark not defined.
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