Robotic Snowblower’s Segmentation, Targeting, and Positioning Strategy

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Table of Contents

Introduction
Overall target strategy
Selection and explanation choice of the segmentation method
Description of the target market
Attractiveness of target market
Positioning strategy
Conclusion

Introduction

Developing a marketing strategy involves clarifying sustainable competitive advantage. For this purpose, it is necessary to analyze the market and segment consumers into groups. Understanding the needs of a particular market segment, the company will be able to form and offer the product that solves this particular segment’s problem. For success, a business needs to conduct a structured analysis of the market and competitors, segment consumers into narrow groups, assess the market’s attractiveness, and correctly position the brand.

Overall target strategy

The first step in developing an overall strategy involves clarifying sustainable competitive advantage. The provided product belongs to a concentrated strategy because the consumer unit is narrow.

Selection and explanation choice of the segmentation method

Demographics and psychographics are most suitable since it is possible to occupy a large share of submarkets. It is unnecessary to use geographic segmentation because of delivery problems; hence, chosen customers need to be near the company’s warehouses.

Description of the target market

Determining the target market requires a more detailed analysis, which enhances consumer segmentation and competitors’ analysis. The target audience’s portrait is men from 30 to 70, with an income of $1500-2000 per week, married, with children, and family values. A concentrated strategy will allow avoiding many competitors, as it aims to narrow consumer segmentation. Categorical positioning is suitable for a case study since the product offers a novel approach to solving the issue.

Attractiveness of target market

The attractiveness of an enterprise’s target market is determined by the size and content of segments, competition level, the stability of demand, and positioning capabilities. The segment size and segment are compatible because content comprises small groups and thinking people. For example, if to set up advertising for men from 20 to 40 years old, the result will be fewer requests and sales. Low competition level refers to stable demand, as the product can replace competitors’ proposals.

Positioning strategy

A category positioning strategy provides an opportunity to differentiate a company in a highly segmented market. In addition, the market for snowblowers is not over-saturated as they are produced mainly by wide-profile companies.

Conclusion

Analysis of the target audience and markets shows the readiness of the product to enter the market. Segmentation is necessary to distinguish significant consumer groups, for example, for age criteria. Targeted advertising based on a portrait of the point audience allows business expansion. Positioning strategy affects the competitiveness of the brand and loyal customers. In conclusion, each point’s preliminary analysis is necessary for the business’s success.

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