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marketing [2011/05/19 15:12] – [Marketing Mix] epsg1wiki | marketing [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, | ||
**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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* 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 ====== | ||
- | **PLACE** | ||
- | * selling via internet with 30 day for testing | ||
**PRODUCT** | **PRODUCT** | ||
- | | + | |
+ | | ||
* possibility for determining the active area | * possibility for determining the active area | ||
- | * service | + | * service |
- | * guarantee for 2 years | + | * 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** | **PRICE** | ||
(I don’t know it – these are factors we have to take in account) | (I don’t know it – these are factors we have to take in account) | ||
+ | |||
* marketing objectives | * marketing objectives | ||
* marketing mix strategy | * marketing mix strategy | ||
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* competition | * competition | ||
* environmental factors | * environmental factors | ||
+ | * discounts for bigger humidifiers | ||
+ | * stock of filters in promotion | ||
+ | |||
+ | |||
**PROMOTION** | **PROMOTION** | ||
+ | |||
* ad in internet | * ad in internet | ||
* participating in EXPO | * participating in EXPO | ||
- | * discounts for known clients | + | * discounts for known clients |
* informational materials | * informational materials | ||
* sponsored articles | * sponsored articles | ||
+ | * visiting potential customers | ||
+ | * presenting the prototype | ||
+ | |||
+ | ====== 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. | ||