The Urban Roosters Technologies Marketing Plan

Abstract

The Urban Roosters is a company dedicated to organizing freestyle competitions and audiovisual content on Youtube. It is currently the only company that has managed to professionalize the sector by offering a regular competition called Freestyle Master Series. The work presented below is the realization or proposal of a marketing plan for the company The Urban Roosters for its development in the year 2020 in order for the marketing department to achieve greater organization and that this plan will help the organization to achieve its overall objectives. Through internal analysis, the company's resources have been described. On the other hand, through the external analysis, the problems generated by the COVID-19 in economic and social aspects and how it has affected the sector have been highlighted, as well as all the legal and technological terms that must be taken into account and which directly affect the company due to its activity. In addition, a study of competitors, the market and consumer behaviour in the musical entertainment sector has also been carried out. Once the study of the internal and external analysis has been completed, 12 objectives have been established, which are to be achieved through the development of this marketing plan. To highlight the objectives of reaching a figure of 5.5 million followers in Youtube, increase at least one distribution channel, increase market share in the USA and achieve at least one commercial agreement with an eSports team. In order to achieve these objectives, a number of strategies have been established, such as market penetration, market development, product development and diversification in terms of growth. Challenging strategy in terms of competitiveness and specialization and differentiation in terms of segmentation and competitive advantage strategies, respectively. A total of 15 marketing actions have been proposed to achieve the objectives and a budget has been allocated to each action. Finally, a control of these proposals has been implemented in order to correctly execute the marketing plan and thus be able to correct them in case they do not go correctly or reinforce them if they follow the established and desired path.