SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. By definition, Strengths (S) and Weaknesses (W) are considered to be internal factors over which you have some measure of control. Also, by definition, Opportunities (O) and Threats (T) are considered to be external factors over which you have essentially no control.
KL'S STANDPOINT, HOW WOULD YOU SEGMENT THE POTENTIAL
MARKET FOR ANTI-VIRUS PRODUCTS? EVALUATE KL'S PERFORMANCES IN EACH OF THE SEGMENTS.
Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs and applications for the relevant goods and services. In relation to KL brand, their customer’s needs are similar, despite the country they live in. However, their behaviour can be different due to demographic reasons and therefore the brand should approach the consumers from different continents and countries differently, in order to not only meet their demand but also to know better each kind of customer. Its objective is Student’s name: Inês Joaquim, number 19562374 Teacher’s name: Gregor Pfajfar Page | 1
LJUBLJANA, 5TH MARCH 2013
precisely match the expectations of customers to identify market niches. Despite almost every anti-virus products are similar to each other, by adopting this attitude, the company shows that they care about matching their consumer’s expectations. Beyond of geographical and demographical reasons the brand should also consider those customers who are experts or interested in software and anti-virus issues, these may represent a segment of the potential market. For those kinds of customers their marketing strategy as well as way to approach them must be surely distinct from other kinds of…...