. Unit IV Scholarly Activity Marketing Plan: Situation Analysis Segmentation & T
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Question
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Unit IV Scholarly Activity
Marketing Plan:
Situation Analysis
Segmentation & Target Market Analysis
Competitive A
nalysis
SWOT Analysis
This section will begin with an application of segmentation of the market of your fictional company. Think about
behavioral, psychographic, demographic, and geographic criteria that might help you in segmenting the market. Once you
h
ave completed the segmentation, identify the target market that your company will focus on including your rationale. It’s
important for the marketing manager to understand the competitive environment within the industry in which they operate.
Compile a det
ailed competitive analysis looking at the top three or four competitors and differentiating each against your
company. Finally, assemble and thoroughly explain a SWOT Analysis with a minimum of three elements under each area.
Explanation / Answer
The organization is in business of selling mobile phones to customers. Here, the marketing plan shall include various kinds of areas to be taken into consideration. The areas include introduction of the company, location, environmental analysis, primary and secondary target market, main goals, SWOT analysis and needs analysis of the organization. These points shall be taken into consideration in appropriate manner.
Primary and Secondary Target Markets
Primary target market for the organization in relation to present scenario is the market which includes school, college and office going people. These people need mobile phones with smart phone features for carrying out various tasks. The school and college going people require the product to click pictures and share on social networking sites. Office going people need phones for checking their mails and sending various kinds of reports to other people in the office or business partners or subordinates.
The Secondary target market for this organization includes old people and people who stay at whom for cooking food or taking care of their children. The focus of the organization shall be on its primary target market as primary target market includes people who are more likely to make purchase of organizational products. People in other target market are not certain to purchase the products provided by the organization.
Competitors:
This organization is providing various kinds of mobile phones for the customers for meeting their needs. Competitors of the organization include Apple, Samsung, and Nokia. Collaborators for the organization include mobile phone distributors and retailers along with online shopping sites where the organization can post its products for customers to purchase. The organization does have limitations due to economic issues as the United States of America has problems regarding recessionary conditions.
SWOT Analysis
First point in case of SWOT analysis of an organization is the point of organizational strengths. The strength of the organization is its ability to ensure that it carries out effective marketing activities. Another area of strength of organization is the increasing rate of mobile consumers. In previous year, smart phone market has increased by 23.8% therefore, it is expected that the market would continue to grow in future also.
Weakness of the organization is that it is new in the business. There are existing organizations in the country which are carrying out their activities in an effective manner. Opportunity for the organization is to exploit the emerging demand of mobile phones in the countries. There is increase in number of mobile phone users in the country to a higher level. With increase in number of mobile phone users, it is expected that, organizational sale shall also increase to a considerable extent.
Threat for this organization is regarding high level of competition in the market. The existing organizations such as Samsung, Nokia and Apple could pose competition to this organization. The threat for the organization is to lose market share at a particular point of time. The existing organizations may not allow the new organization to make the customers purchase their products.
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