This business plan focuses on the case study of Pokémon GO, an augmented reality (AR) mobile phone game developed by the U.S. company Niantic Inc. The report draws on secondary data analysis to demonstrate that due to the COVID-19 pandemic, Taiwan appears to be a highly attractive geographic market for the company, as only 440 flu cases have been reported there as of May 2020. The conducted PESTEL, Marketing Mix, segmentation, targeting and positioning analyses suggest that although local consumers are price sensitive due to the relatively low level of income, the mobile game industry in Taiwan is still in its growth phase and thus can help Niantic Inc. strengthen its financial performance, which has been challenged due to the pandemics and declining interest towards the game. 4P`s marketing analysis suggests that Niantic Inc. has to focus on foreign tourists, urban residents and rural players to pursue the strategy of market penetration. In line with the identified strategic priorities, Niantic is also advised to focus on natural reserve areas to integrate sustainability component into its overall marketing strategy and brand building. Niantic Inc. has to reduce its smallest bundle in-app purchase cost from 0.99 USD to 0.5 USD to reduce the entry purchase barriers, appealing to cater to the local residents. Finally, according to the developed financial projections, Niantic Inc. Taiwan is likely to create 83.4 million USD during its first fiscal year in Taiwan. The organizational and management and planning issues are also considered within the business plan along with the first day opening balance sheet.

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