...Company Introduction, Market Segmentation, and Product Positioning MKT500 April 24, 2012 Executive Summary DTPME is a Christian owned and operated health care service company that serves in North Carolina and expanding into the Europe market. We will be serving an exclusive geographic segment of the multi-billion dollar health care industry, and will create value for our clients by offering quality, reliable health care products supported with top notch service and a 100% satisfaction guarantee. DTPME customer base will be individuals and families, which may need additional monitoring in case of an emergency who may be coping with an acute or chronic illness, recovering from surgery or an injury, or assistance with basic everyday living needs. DTPME was formed as an incorporated organization with three owners. DTPME’s current location, with 500 employees in a 150,000 square foot building, is located in Raleigh, NC. DTPME partnered with German institute Fraunhofer to develop this new medical alert pendant and bracelet that has a built-in sensor with a camera. DTPME has kept abreast of the current and future technologies in healthcare equipment and will offer the latest medical alert device to customers. Current market research indicates that within the next year, technology will grow significantly in terms of the devices that will connect the healthcare providers to patients. DTPME will also be positioned as a distributor of this device...
Words: 3132 - Pages: 13
...departments to execute their action plans. Similarly, potential equity investors such as venture capitalists or private equity investors could be interested in evaluating the marketing plan of the organization for making investment decisions. 2. Identify the marketing segment for the product and provide a rationale for this segment. Discuss the target market and provide a rationale for this target market. The target segment or market segment to exploit for our products include both men and women from upper segments of the society or high net-worth individuals that can afford our premium technology products. The target customers, apart from being financially sound, will also depict characteristics such as interest in owning latest technology products, flair for artistic or premium, sophisticated or one of its kind limited edition products, etc. As the product is not only technologically advanced but also expensive in terms of price and sophisticated or unique in terms of design and appeal, it is aimed at those select individuals in the society that can afford to buy such luxury products. Hence, it is most profitable for a company to target only high end or high net worth individuals for this...
Words: 935 - Pages: 4
...My company Change Your Life Fitness is a non-typical gym. Our goal at Change Your Life Fitness is to put fun back into fitness. Change Your Life Fitness has been formed to meet a specific need in an ever increasing competitive market. How is Change Your Life Fitness different? We offer a plethora of services, but you only pay a small fee for the services that you want to take advantage of. Our fitness center has no sign up fee(s) and only a ten dollar a month membership fee, which can be cancelled at any time. We offer nutritional assistance for the people that want to lose weight, we offer professional trainers for people that wish to increase muscle mass, we offer yogi for people that want to learn proper stretching and relaxation techniques, we offer different types of Jazzercise as well as Zumba. We offer child care services for single and working parents. Regardless of your fitness level you can find something at Change Your Life Fitness that will appeal to you. Our mission statement at Change Your Life Fitness is- “Change Your Life Fitness- We will help you achieve results that will change your life”. I want to make our fitness center someplace that has something for everyone. Fitness is such an important part in all of our lives, and I want Change Your Life Fitness to be part of that. I am aware that a mere ten dollar a month fee is not enough to get rich with. I plan on selling nutritional supplements, sports drinks, snacks as well as calorie correct prepared meals...
Words: 1796 - Pages: 8
...Assignment 1: Company Introduction, Market Segmentation, and Product Positioning Put My Foot In It Cakes Lynda R. Gaston Dr. David A. Holness Strayer University MKT 500 – Marketing Management April 25, 2012 Write a detailed company background. Family functions are always a great way to introduce my creativity by designing new homemade cakes. Made and created by Lynda Gaston in 1992, my company, Put My Foot In It Cakes was born. Featuring homemade cakes, cupcakes and other delectable only the finest ingredients are used. Bringing my cakes to family functions and getting rave revues, thumbs up and the famous quote “Lynda, you put your foot in this cake”, a vision was born….Put My Foot In It Cakes. Create a strategic mission statement. Put My Foot In It Cakes strives to be the “I remember my grandmother’s cakes tasted exactly like this” in the Southern and Northern regions. Committed to bringing a personal touch to the palate, Put My Foot In It Cakes will bring joy and comfort in every bite. Everything we do reflects this mission and brings the values that make it possible. Determine and decide upon at least one foreign market for the product and service. Provide your rationale for this market. One foreign market that I have decided upon would be Canada. The reason I chose Canada is because they speak dual languages. There would be no large shipping costs and freight charges. Ground transportation can be used because Canada is a country in close proximity to America...
Words: 1043 - Pages: 5
...MKT 500 Company Introduction, Market Segmentation, and Product Positioning Student Dr. Kelly Bruning Marketing 500026VA016-1126-001 July 22, 2012 Company Introduction, Market Segmentation, and Product Positioning Dating is something that most people have done or will do at any given point in their life. For some people, meeting and asking someone out for coffee, dinner, drink, or even a movie is as easy as breathing. On the other hand, for others it is just not that simple. Then to add to that scenario, you have people that have been with their mates for years, then suddenly find themselves single as a result of divorce, or because the spouse died unexpectedly. Now, just imagine someone in this situation who frankly hasn’t had a date in years, except with their significant other. They may not be prepared for the challenges of dating, or able to get out and meet people in the traditional manner in which most people are accustomed to dating. In addition, times have changed, and now with advance technology, a person can meet potential suitors online without ever having to leave the house. It is for this reason that online dating has become very popular. People can now search out the type of person who attributes fits more closely with their own ("What causes popularity of online dating?"). With the trend of online dating, there are a number of dating sites where there are millions of people who are utilizing the sites. To subscribe to these various sites, a person will...
Words: 4042 - Pages: 17
...Virgin Mobile USA: Pricing for the Very First Time Company Background Introduction Case Background Issue of Concern Market Research Analysis All Options Theory Application Calculation Virgin Response Conclusion Recommendations Inviting Questions 2 Introduction Analysis Conclusion Company Background • Virgin, a leading branded venture capital organization, is one of the world's most recognized and respected brands. • Conceived in 1970 by Sir Richard Branson, the Virgin Group has gone on to grow very successful business in sectors ranging from mobile telephony, to transportation, travel, financial services, leisure, music, holidays, publishing and retailing. • Virgin has created more than 200 branded companies worldwide, employing approximately 50,000 people, in 29 countries. Case Background Issue of Concern [Source: company website Available from: http://www.virgin.com/AboutVirgin/WhatWeAreAbout/WhatWeAreAbout.aspx] 3 Introduction Analysis Conclusion Company Background Case Background Issue of Concern 4 Introduction Analysis Conclusion Company Background Case Background Issue of Concern Sir Richard Charles Nicholas Branson (born 18 July 1950), is an English entrepreneur, best known for his Virgin brand, a banner that encompasses a variety of business organizations. The name Virgin was chosen because a female friend involved in setting down the initial record shop commented that there...
Words: 2616 - Pages: 11
...Mission Statement and Company Introduction Company Introduction The name of the hypothetical company is Fresh Drinks Company. The core business of the company is to prepare and serve fresh drinks to a variety of customers across America and the international market. The idea to start the company can be attributed to the changes in health life styles in the recent world (Ferrell, 2014). Carbonated drinks such as Coke are decreasing in popularity. Many of the soft drinks consumers are now conscious of their health, and on the effects of the carbonated soft drinks. This led to the creation of the company to take advantage of the growing market for the non-carbonated drinks. The headquarters of the company is in Orlando, Florida. Since its inception, the company has witnessed substantial growth in its market share and expansion into the global soft drink market. The long-term plan of the company is to expand into the international market. On the other hand, the short-term plan is to increase its daily capacity to meet the ever in ... MKT 500 ASSIGNMENT 2 PART B – YOUR MARKETING PLAN To purchase this, Click here http://www.activitymode.com/product/mkt-500-assignment-2-part-b-your-marketing-plan/ Contact us at: SUPPORT@ACTIVITYMODE.COM MKT 500 ASSIGNMENT 2 PART B (YOUR MARKETING PLAN) Assignment 2: Part B: Your Marketing Plan Company’s Mission Statement and Company Introduction Company Introduction The name of the hypothetical company is Fresh Drinks Company. The core business...
Words: 1136 - Pages: 5
...1. 1. Presented By: Ansh Aggarwal Kuhu Pathak Varun Nigam 2. 2. Difficult road for Mia Foster, New CEO Introduction I Company Overview I Market Analysis I Industry Analysis I Problems Plan of Action I Recommended Approach I Conclusion Lack of internal mgt exposure Wall street’s confiden ce Stock Price Chen’s Attitude China’s Local taste GAAP Cost 3. 3. Company Overview Introduction I Company Overview I Market Analysis I Industry Analysis I ProblemsI Plan of Action I Recommended Approach I Conclusion - Mia replacing departing founder/CEO of the company - 3500 quick casual - Franchised - Publicly traded - Flexible marketing and menus in America - Domestic demand - High quality fast food - Customer oriented policies - Risk taker - Organic ingredients - Keeping up to date (CCO) - Interior design Forget today’s profit. Have a positive impact on customers U.S.A 4. 4. Market Analysis Introduction I Company Overview I Market Analysis I Industry Analysis I Problems I Plan of Action I Recommended Approach I Conclusion Increasing GDP Stock Market Speculation Lucrative Market Sticking to strategy of international expansion To check the untapped potential Success of competitors like KFC , Mc Donald Local market Saturation Why China ? 5. 5. Industry Analysis Introduction I Company Overview I Market Analysis I Industry Analysis I Problems I Plan of Action I Recommended Approach I Conclusion China : Food intake is increasing Eating habits are different than Americans Largest producer...
Words: 700 - Pages: 3
...Bangladesh Capital Markets • Capital markets continue strong performance o Subprime crisis has left little impact on Bangladesh markets o Market capitalization is above US$20bn in 2009 from US$10bn in 2007 o Average daily turnover is approximately US$75mm in 2009 from US$24mm in 2007 Opportunities and Challenges • Key opportunities for future growth o Institutionalization of market brings greater liquidity and lower volatility o Attracting large corporates for listing provides investors with viable investment options • Challenges ahead o Retail dominated market resulting in higher volatility from speculation o Large, well reputed companies prefer to source funds from traditional bank finance against capital markets Bangladesh Economic Outlook • Remittance inflow has been resilient to global turmoil o Bangladeshis abroad sent home US$887.9mm in September’09 • Inflation continues to decline o Fell to 6.04% in July’09, from 6.66% in June’09 and 8.90% in December’08 • GDP growth forecast has been revised downwards to 5.88%, compared to 6.19% in the previous fiscal year • Exports have been relatively sheltered due to low cost nature of Bangladeshi products o Recovery in the US and Europe, the major buyers, expected to boost export earnings Key Commentary • Local market has been relatively sheltered from the recent global meltdown in 2008 o Market was volatile in early 2009 but has stabilized with high turnover and market capitalization...
Words: 1215 - Pages: 5
...CONTENTS INTRODUCTION PART 1: PRODUCT LIFE CYCLE MODEL DESCRIPTION 1. PRODUCT DEVELOPMENT PHASE 2. INTRODUCTION PHASE 3. GROWTH PHASE 4. MATURITY PHASE 5. DECLINE PHASE PART 2: ANALYSIS OF PRODUCT LIFE CYCLE MODEL PART 3: PRODUCT LIFE CYCLE TECHNIQUE EXAMPLE: PRODUCT CANNIBALIZATION 1. UNFAVORABLE CANNIBALIZATION 2. OFFENSIVE CANNIBALIZATION STRATEGIES 3. DEFENSIVE CANNIBALIZATION STRATEGIES PART 4: PRODUCT LIFE CYCLE IN RESPECT TO TECHNOLOGY LIFE CYCLE PART 5: USE OF PRODUCT MANAGEMENT FOR SUCCESSFUL PRODUCT LIFE CYCLE ANNEX 1 ANNEX 2 REFERENCES 3 4 4 5 6 7 8 9 12 12 13 14 16 18 20 23 25 URENIO - Urban and Regional Innovation Research Unit http://www.urenio.org Product Life Cycle Management 3 INTRODUCTION All products and services have certain life cycles. The life cycle refers to the period from the product’s first launch into the market until its final withdrawal and it is split up in phases. During this period significant changes are made in the way that the product is behaving into the market i.e. its reflection in respect of sales to the company that introduced it into the market. Since an increase in profits is the major goal of a company that introduces a product into a market, the product’s life cycle management is very important. Some companies use strategic planning and others follow the basic rules of the different life cycle phase that are analyzed later. The understanding of a product’s life cycle, can help a company to understand...
Words: 6228 - Pages: 25
...CONTENTS INTRODUCTION PART 1: PRODUCT LIFE CYCLE MODEL DESCRIPTION 1. PRODUCT DEVELOPMENT PHASE 2. INTRODUCTION PHASE 3. GROWTH PHASE 4. MATURITY PHASE 5. DECLINE PHASE PART 2: ANALYSIS OF PRODUCT LIFE CYCLE MODEL PART 3: PRODUCT LIFE CYCLE TECHNIQUE EXAMPLE: PRODUCT CANNIBALIZATION 1. UNFAVORABLE CANNIBALIZATION 2. OFFENSIVE CANNIBALIZATION STRATEGIES 3. DEFENSIVE CANNIBALIZATION STRATEGIES PART 4: PRODUCT LIFE CYCLE IN RESPECT TO TECHNOLOGY LIFE CYCLE PART 5: USE OF PRODUCT MANAGEMENT FOR SUCCESSFUL PRODUCT LIFE CYCLE ANNEX 1 ANNEX 2 REFERENCES 3 4 4 5 6 7 8 9 12 12 13 14 16 18 20 23 25 URENIO - Urban and Regional Innovation Research Unit http://www.urenio.org Product Life Cycle Management 3 INTRODUCTION All products and services have certain life cycles. The life cycle refers to the period from the product’s first launch into the market until its final withdrawal and it is split up in phases. During this period significant changes are made in the way that the product is behaving into the market i.e. its reflection in respect of sales to the company that introduced it into the market. Since an increase in profits is the major goal of a company that introduces a product into a market, the product’s life cycle management is very important. Some companies use strategic planning and others follow the basic rules of the different life cycle phase that are analyzed later. The understanding of a product’s life cycle, can help a company to understand...
Words: 6204 - Pages: 25
...five major phases: Product development, Product introduction, Product growth, Product maturity and finally Product decline. These phases are applicable to all products or services. These phases can be split up into smaller ones depending on the product and must be considered when a new product is to be introduced into a market since they dictate the product’s sales performance 1. PRODUCT DEVELOPMENT PHASE Product development phase begins when a company finds and develops a new product idea. This involves translating various pieces of information and incorporating them into a new product. A product is usually undergoing several changes involving a lot of money and time during development, before it is exposed to target customers via test markets. Those products that survive the test market are then introduced into a real marketplace and the introduction phase of the product begins. During the product development phase, sales are zero and revenues are negative. It is the time of spending with absolute no return. 2. INTRODUCTION PHASE The introduction phase of a product includes the product launch with its requirements to getting it launch in such a way so that it will have maximum impact at the moment of sale. This period can be described as a money sinkhole compared to the maturity phase of a product. Large expenditure on promotion and advertising is common, and quick but costly service requirements are introduced. A company must be prepared to spend a lot of money and...
Words: 1310 - Pages: 6
...Shah Alam Learning Centre TABLE OF CONTENTS PAGE NUMBER 1. INTRODUCTION OF THE SELECTED COMPANY ................... 2 2. LITERATURE REVIEW ON THE VARIOUS STAGES IN A PRODUCT LIFE CYCLE …………………………………………………......... 3 3. ANALYSIS OF THE SELECTED PRODUCT ACCORDING TO THE STAGES IN THE PRODUCT LIFE CYCLE .......................................................................................... 5 4. RECOMMENDATIONS TO THE COMPANY ON HOW THE COMPETITIVENESS OF THE SELECTED PRODUCT CAN BE IMPROVED ................................. 8 5. CONCLUSION ......................................................................................... 8 6. REFERENCES ......................................................................................... 9 1. INTRODUCTION OF THE SELECTED COMPANY 1. The Nestlé company history The history begins back in 1866, when the first European condensed milk factory was opened in Cham, Switzerland, by the Anglo-Swiss Condensed Milk Company. In Vevey, Switzerland, our founder Henri Nestlé, a German pharmacist, launched his Farine lactée, a combination of cow’s milk, wheat flour and sugar, saving the life of a neighbor’s child. Nutrition has been the cornerstone of our company ever since. “Henri Nestlé, himself an immigrant from Germany, was instrumental in turning his Company towards international expansion from the very start. We owe more than...
Words: 2657 - Pages: 11
...and Promotion, Sixth Edition Front Matter Preface © The McGraw−Hill Companies, 2003 Preface The Changing World of Advertising and Promotion Nearly everyone in the modern world is influenced to some degree by advertising and other forms of promotion. Organizations in both the private and public sectors have learned that the ability to communicate effectively and efficiently with their target audiences is critical to their success. Advertising and other types of promotional messages are used to sell products and services as well as to promote causes, market political candidates, and deal with societal problems such as alcohol and drug abuse. Consumers are finding it increasingly difficult to avoid the efforts of marketers, who are constantly searching for new ways to communicate with them. Most of the people involved in advertising and promotion will tell you that there is no more dynamic and fascinating a field to either practice or study. However, they will also tell you that the field is undergoing dramatic changes that are changing advertising and promotion forever. The changes are coming from all sides—clients demanding better results from their advertising and promotional dollars; lean but highly creative smaller ad agencies; sales promotion and direct-marketing firms, as well as interactive agencies, which want a larger share of the billions of dollars companies spend each year promoting their products and services; consumers who no longer...
Words: 31478 - Pages: 126
...Level: Bachelor thesis in Business Administration, 10 points. Authors:Akiko Yamamoto Alhagsvägen 48 145 59 Norsborg Stockholm Lin Hui Allmogeplasten 17 724 80 Västerås Tel.: 0762615846 Chen Bo Allmogeplasten 17 724 80 Västerås Tel.: 0736364876 Tel.: 0735054312 Tutor: Leif Sanner Title: Global introduction of new products – Case Study of Dell Problem: In order to survive in the tough competition, firms face the difficult and vital challenge which is to introduce a new product into a global market efficiently. Even though a product itself has a fine features and functions, failure on the introduction and marketing operation can result an unsuccessful product. Therefore, the manager must identify an optimal introduction strategy according to the conditions the firm faces. Purpose: There are two objectives for this study. First objective of this study is to investigate Dells’ operation regarding to global introduction of new products such as segmentation approach, its influence on the choice of introduction strategy and efficiency of the strategy itself. Second is to provide empirical framework in the field of global introduction of new product (the choice of waterfall or sprinkler strategy), which lacks in the earlier research and develop a deeper understanding. Method: We have conducted a qualitative research in order to provide inductive view of the relationship between theory and research, and develop deeper understanding of our empirical...
Words: 18934 - Pages: 76
