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Essay / Research Paper Abstract
This 8 page paper looks at a case study of a company, with a limited budget, that want to market a new type of polyurethane bollard. The paper identifies the target market and the market sector and then develops a marketing plan using to communicate the benefits of the product and increase brand awareness in a cost effective manner. The bibliography cites 3 sources.
Page Count:
8 pages (~225 words per page)
File: TS14_TEbollards.rtf
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Unformatted sample text from the term paper:
most of this potential. The first stage is to identify the potential target market and target and the segments to which it should be sold. To understand the market we
need to look at the application of the product. The product is different from others on the market, but may share the same market. The main product has been
iron bollards which require maintenance. These have been sold to commercial buyers such as councils and companies where there has been a need for bollards, such as across paths to
prevent vehicular access and in car parks. The product that has been developed serves the same basic purpose, they are bollards that can be used for the same purposes. However,
there are also differences. Instead of being made of solid metal, these bollards had a steel inner which gives then strength. The
main difference is the external layer, which is high quality polyurethane which has many advantages over the metal alternatives. This can be made to particular colours to match corporate requirements,
as well as having a more customised appearance the advantages of having this layer coloured means the maintenance is reduce, any damage does not take off a layer of paint
and expose the inner metal. Here, if there is damage there is not an increased weakness. This means that there will be a more constant appearance and the lower maintenance
costs. The lower maintenance s not only in terms of the paint, in areas where there may be increased environmental risks such as coastal areas where there may be additional
potential corrosive salt in the atmosphere, the resistant is much higher reducing maintenance costs and increasing the life of the bollards. As a
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