Marketing Plan: Micro-Star International

Abstract

In today’s world, technology is tackling and dominating every single area in business. This affects trade forms going from agriculture with automatic collection or fields monitoring, to the most trivial activities such as gambling. The industry of Gaming and eSports is going a step further, and they are experiencing an incredible growth by filling up stadiums with enthusiastic crowds purchasing tickets for experiencing the best video games tournaments in the world. The growth of this industry has awakened a huge interest in the dominating technology companies, but the sector has a salient leader since many years ago: Micro-Star International (MSI). The Taiwanese company has observed that their new competitors have acceded into this demanding market, however, they have been determined to keep the same idea that brought them to the top: innovation. It seems to be the perfect moment for MSI to explore new markets by taking advantage of their growing popularity. Thus, this Master’s dissertation aims at designing a detailed marketing strategy for MSI in order to enter the laptop market. To this purpose, and after a brief presentation of the company, a previous literature review on corporate reputation is introduced to bring support to the final marketing strategy. Then, the internal and external situation of the company are analysed, and the target and marketing objectives are stated. Finally, the paper introduces a detailed proposal of a marketing plan and a brief concluding summary.