European Project Semester at ISEP - EPS@ISEP

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marketing [2011/05/10 20:02] – [Market Analysis] epsg1wikimarketing [2011/05/31 19:40] (current) – [Market Analysis] epsg1wiki
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 **Situation Analysis** **Situation Analysis**
-  * Your Enterprise+  * Vision
   * Target Audience   * Target Audience
 +  * Segmentation
 +  * Needs and Requirements
   * Competitors   * Competitors
-  * Partners 
   * SWOT Analysis   * SWOT Analysis
 +
 +
  
 **Marketing Strategy** **Marketing Strategy**
-  * Product and Services +  * Market Program 
-  * Price Strategies+  * Strategy To Be Competitive 
 +  * Goals 
 + 
 + 
 +**Marketing Mix** 
 +  * Detailed Product Information
   * Distribution & Logistics   * Distribution & Logistics
 +  * Price Strategies
   * Promotional Strategy   * Promotional Strategy
-  * Financial Plan 
   * Monitoring and Marketing   * Monitoring and Marketing
 +
 +
  
 **Summary** **Summary**
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 ====== Market Analysis ====== ====== Market Analysis ======
  
-__**Situation analysis (Market analysis)**__+**Vision** 
 + 
 +Due to the growing interest humidity level and its consequences, we propose an innovative humidifier that combines efficiency with simplicity. It is so important, because it is possible that if the relative humidity drops below 40%, excess of static electricity may cause sparks which can damage servers and IT equipment. Moreover, this is controlled by web interface and allows for 2 day of autonomy. It is also environmentally friendly because it consumes a lot of energy and it is compatible with EU directives. We want to provide humidifiers mainly for data centers in order to maintain proper humidity. 
  
 **Our firm** **Our firm**
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   * Hospitals   * Hospitals
   * Business centers   * Business centers
 +
 +
 +**Segmentation**
 +
 +Our ideal customer would me a small data center, which is cares about the safety of its IT equipment, environment and looks for savings. 
 +
 +
 +**Needs and Requirements**
 +
 +Our customers do not need very sophisticated humidifying system. They look for something which do not cause excess of water in air, because it is much more dangerous than too low humidity. These companies look for information in the internet for example on online forums. They have limited amount of money.  
 +
  
 **Current competitors** **Current competitors**
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 Humidifier market is very large, complex and quite saturated, many companies are present product on the household-, health-, agriculture humidification market. Humidifier market for data centres is very complex. There are few local seller, the bigest one is “JS HUMIDIFICADORES O ESPECIALISTA DA HUMIDIFICAÇÃO”, and there are so many import products from myriad countries. They are almost without exception, chose internet market to sale products. Humidifier market is very large, complex and quite saturated, many companies are present product on the household-, health-, agriculture humidification market. Humidifier market for data centres is very complex. There are few local seller, the bigest one is “JS HUMIDIFICADORES O ESPECIALISTA DA HUMIDIFICAÇÃO”, and there are so many import products from myriad countries. They are almost without exception, chose internet market to sale products.
  
-  * there are about 20 polish companies which make humidifiers+  * there are about 20 portugal companies which make humidifiers
   * a lot of companies from other countries   * a lot of companies from other countries
   * there rather make humidifiers which use the compressed air and running water, so our would be a good alternative for places where there is no running water – like DC   * there rather make humidifiers which use the compressed air and running water, so our would be a good alternative for places where there is no running water – like DC
   * companies which offers services specially for humidifiers almost does not exist   * companies which offers services specially for humidifiers almost does not exist
   * however such a services are provided by companies dealing with air conditioning   * however such a services are provided by companies dealing with air conditioning
 +
 +**SWOT Analysis**
 +
 +__Strengths:__
 +  * Ecological 
 +  * Product may be used in places where is no running water
 +  * Cheap
 +  * Low cost of maintenance
 +  * No problem with suppliers – parts easy to get
 +  * Technological skills
 +  * Distribution channels
 +  * Individual needs compliance
 +  * Individual solutions
 +  * Production quality
 +  * Reliable product/ services
 +
 +
 +__Weaknesses:__
 +  * Lack of experience 
 +  * Lack of relationships
 +  * Lack of developed distribution network
 +  * Low budget
 +  * Problems with communication with the clients
 +  * Management
 +  * Unknown brand
 +
 +
 +__Opportunities:__
 +  * By selling via internet it is possible to get to more companies around the world
 +  * Possibility to expand Polish, Spanish and Hungarian market, and around the world
 +  * Build up distribution channels trough the internet
 +  * Changing customer tastes
 +  * Technological advances
 +
 +__Threats__ 
 +  * Competitors have a lot of experience
 +  * Unfamiliarity 
 +  * Technological advances
 +  * Changing customer tastes
 +
 +
 +
 +
  
  
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 ====== Marketing Mix ====== ====== Marketing Mix ======
 +
 +**PRODUCT**
 +
 +  * our humidifier (controlled by web interface, 2 days of autonomy, friendly to environment, compatible  with EU directives)
 +  * possibility for determining the active area
 +  * service (replacement of parts, solving problem with web interface)
 +  * guarantee for 1 years
 +
 +
 +**PLACE**
 +
 +  * selling via internet with 30 day for testing
 +  * website in different languages: English, Spanish, Hungarian, Polish, Portuguese
 +  * possible chat on the website to ask questions directly
 +  * in future few small shops 
 +
 +
 +
 +
 +
 +**PRICE**
 +(I don’t know it – these are factors we have to take in account)
 +
 +  * marketing objectives
 +  * marketing mix strategy
 +  * costs
 +  * organizational consideration
 +  * competition
 +  * environmental factors
 +  * discounts for bigger humidifiers 
 +  * stock of filters in promotion
 +
 +
 +
 +**PROMOTION**
 +
 +  * ad in internet
 +  * participating in EXPO
 +  * discounts for known clients
 +  * informational materials
 +  * sponsored articles
 +  * visiting potential customers
 +  * presenting the prototype  build for ISEP
 +
 +====== Summary ======
 +
 +It was observed that last few years people are more aware of influence of humidity level and due to that interest we decided to introduce a new humidifier, which is efficient, friendly to the environment and cheap to maintenance. Our humidifier has great potential – it can be suited easily to needs of customer, so it ensures customers’ satisfaction. 
 +To strengthen position of our company in the market we would like to provide also services associated with parts replacement and repair. 
  
  

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