Scenario: The product is a portable rolled computer made by the start-up company

Question

Scenario: The product is a portable rolled computer made by the start-up company UclidTouch. The screen and accompanying keyboard roll up for travelers or those who want to easily transport their computer. The unrolled computer measures 8 inches by 16 inches. When rolled up, the computer is 1 3/4 inches in diameter and weighs 1 pound. It fits in a lightweight aluminum canister that has an optional mini-combination lock. It is available in 7 different colors and can be hung around the customer’s neck on a lanyard which also is available in 7 colors. The price is comparable to the pricing for popular tablets already on the market.

What is a brand and brand loyalty?

A brand can be a company name, symbol, or design that distinguishes one company’s services or products from all other competitors in that category by creating a unique identity. Customers become loyal to a brand when it consistently meets their needs and wants over time.

Read Chapter 8: “Segmenting and Targeting Markets”

There are a great variety of markets, including the real estate market, the food market, and the stock market. All markets share common attributes:

Consumer markets are comprised of people and business markets are made up of organizations.

All markets are based on consumer or business needs, wants, or desires, and can be satisfied by any kind of product. Consumers or businesses have the funds and power to make buying decisions. Consumers or businesses are willing to exchange value or resources for products.

The definition of a target market per Lamb et al. (2014) is "a group of people or organizations for which an organization designs, implements, and maintains a marketing mix intended to meet the needs of that group, resulting in mutually satisfying exchanges" (p. 131). Target marketing strategies are covered thoroughly in Chapter 8.

Please Answer the below :

The objective of the paper is to identify and justify the target market for the portable rolled computer. In the Potential Segment section of your paper, instead you need to identify the target market for the portable rolled computer segment (for instance college students and/or business travelers) and then find information that describes them based on the below. Also you will need to find out sales potential and profit potential of computers. All this information should be accessible on the internet. In addition, you will need to compare the benefits of a portable rolled computer versus a tablet.

Explain potential segments based on your reading in Chapter 8 “Steps in Segmenting a Market.”

Size of segment

Expected growth

Purchase frequency

Brand loyalty

Sales potential

Profit potential

Please Answer this ASAP.

THANKS

Explanation / Answer

The target customers for this product are the users who are consistently on the move and have to use their device very often during the day. Some such users may be students, sales executives, real estate agents, plant workers and others whose job involves traveling or conditions where there is potential risk of damage to the device.

The global market size for detachable tablets is estimated at $78 billion with a growth rate (CAGR) of 21% in terms of value and 9% in terms of units, with highest demand coming from the developing economies like India and Brazil.

Purchase frequency can be estimated to be once in 4-5 years owing to the rapid technological changes in ghe products. The brand value stems from the quality of the product as well as its potential convenience as compared to the existing products. An equally advanced product in terms of technology, design, user friendliness, durability and convenience may lead to good brand loyalty after 2-3 years of launch.

The pricing is another factor for sales potential. The product needs to be positioned slightly below the market leader products, while showcasing the convenience and portability factor to break into the market. A significant share of market can be captured, if it offers as good a service as an iPad or a Samsung tablet, while being more convenient to carry, handle and use. The profit margins will depend on the factor as to how the market responds to this innovative product in comparison to the existing ones.

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