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Essay / Research Paper Abstract
This 8 page paper examines a case study supplied by the student defines a target market and develops a strategy to appeal to that market and successfully communicated with it. The example is of a company that manufactures equipment that monitors and records environmental conditions for the food industry. The bibliography cites 7 sources.
Page Count:
8 pages (~225 words per page)
File: TS14_TEapollo.rtf
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Unformatted sample text from the term paper:
strong market position at the current time due to superior product performance and technology. However, with the current market seeing an increase in competitiveness as the market moves towards maturity
and although the company is well established moves are required to develop new markets. The potential of a ready made boxed solution which can be supplied at a lower cost
has a great deal of potential, allowing the company to enter a new market where there may be a demand or need for equipment that can monitor and records different
environment conditions. This will increase the areas of potential sales and as such help better the market position as well as acting as a buffer Against Any potential erosion in
profits for the sale of the larger company installed units. However, all marketing needs to be careful in order to prevent any confusion in the minds of the purchasers and
also the make sure there is no contradiction created in the advertising of each product. The first aspect is to identify the potential market, as a good product and
excellent strategy aimed at a market where there is no perceived need or desire is bound to fail. The units are an extension of the current market, they undertake the
same processes, with the monitoring and recording of all environmental condition, but are suitable for smaller areas as they are ready boxed and the end user can set these up
for themselves. The smaller size, easer setup and accompanied lower price mean that users who did not have operations of a sufficient size to justify the purchase of previous
units will be able to take advantage of these smaller units and the associated smaller cost. The marketplace already exits, the company is likely to have lost sales to
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