Situation Analysis

• Vision
• Target Audience
• Segmentation
• Needs and Requirements
• Competitors
• SWOT Analysis

Marketing Strategy

• Market Program
• Strategy To Be Competitive
• Goals

Marketing Mix

• Detailed Product Information
• Distribution & Logistics
• Price Strategies
• Promotional Strategy
• Monitoring and Marketing

Summary

Situation analysis (Market analysis)

Our firm

Our firm want to break into the Portugal market like a new firm and get the first position in the next 3 years. We sell humidifiers for data centers, we plan the whole humidifier system according to specific requirements with additional services. Specific requirements for example controlling system and web interface etc.

Target audience

Primarily we offer solutions for humidifying data centers, but we also undertake other specific needs.

Data centers are found the following locations:

• Shopping malls
• Banks
• Universities
• Airports
• Government agencies
• Medium and large companies
• Hospitals
• Business centers

Current competitors

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 portugal companies which make humidifiers
• 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
• companies which offers services specially for humidifiers almost does not exist
• however such a services are provided by companies dealing with air conditioning

Enter the market with new products, expand to the national market, designing products to solve the needs of all customers, develop specific control systems for each particular case.

Marketing Program

After finished the prototype for data center of ISEP we have our first specific product to solve the humidity problems in a 80 m3 data center. We make a website to throw our product to the market. We explain here, how operate and how to use our prototype and we can adapt the humidifier to solve different humidity problems either different size of data centers or for another applications. We offer guaranty for 1 year and we have doing the maintenance. In the first time we will have a promotion to the another universities, with concerting visit’s in ISEP’S data center and showing how operate our product. Then we conctact with the responsible of data centers of local hospitals, banks, medium and large companies….Explain that if they use our products they can extend the live of our machines and they solve a lot of money.

Strategy to be competitive

Participate in events where we can showcase our product

Facilitate the payment for the customers

Finding suppliers in China to lower the price of our product

Have personal contact with each client and each case

Goals

• Enter and remain in the local market absorbing 30% of production.
• Expand to the national market.
• Promotional campaigns among potential customers.
• Increase the staff to develop new ideas.
• Recive industry recognition for our work.
• Obtain customer satisfaction.

PLACE

• selling via internet with 30 day for testing

PRODUCT

• our humidifier
• possibility for determining the active area
• service
• guarantee for 2 years

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

PROMOTION

• ad in internet
• participating in EXPO
• discounts for known clients
• informational materials
• sponsored articles