Paper Summary:

This paper is a marketing plan that describes the objectives, target customers, and marketing strategy of CPAI Group, a company located on the West Coast of the United States, which focuses on making movies that are both educational and entertaining, with a wholesome, cross-cultural appeal. The paper adds that CPAI Group has been putting out movies that are rich in plot and character, but without much of the gratuitous violence and sex that has come to characterize movies made in America and other Western nations. The company also sees a certain sense of global convergence in consumption. The paper proposes that movies can be packaged in such a way that will appeal to people from vastly different backgrounds, including people from developing countries and cultures other than that of the United States. The main target country examined is Malaysia. Finally, the paper outlines the company's proposed marketing strategy, including issues such as pricing, seeking investors, promotion, and distribution.

Outline:
Company Character
Environmental Analysis
Marketing Strategy

From the Paper:

"CPAI is an ambitious company but it does not have the deep pockets of such Hollywood staples as MGM or Columbia Pictures. This explains why the company relies to some extent on simple settings. The company is getting more and more backers from companies and individuals who recognize the value in what the company is achieving. Thus, even though at the moment the company operates with a budget that is continually under strain, this is likely to change in the near future, thus allowing the company to express itself even more and to tackle a wider range of subjects and also to deal with storylines that are truly global in nature."

Sample of Sources Used:

• Country profile: Malaysia Country profile: United States of America. http://www.bbc.uk.co (Retrieved: February 26, 2007)
• Country profile: United States of America. http://www.bbc.uk.co (Retrieved: February 26, 2007)
• Murphy, Mark. "What Great Managers Do." Sales & Service Excellence, Vol. 6 Issue 12 (Dec 2006): 6-16.

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