For any robotic system, the goal is to benefit humans through convenience. The robotic lawn mower will cut down on human physical labor and save time. It will focus on two possible target segments including elderly people and homeowners with lawns in very hot climates. Since there is no variability in the product and aims at multiple target segments, the targeting strategy will be a concentrated marketing approach. As the company of the product grows and competitors start to rise, it may shift to a differentiated marketing approach. For now, the product aims at two critical target segments. But later on, this product may appeal to other segments. For example, wealthy individuals with greater disposable income who are not necessarily living in hot climates or elderly may still want to purchase the product. Therefore, we will have to develop different markets for several segments. In total, segments may include: wealthy households with big homes that have large lawns, elderly people who have physical disabilities, homeowners living in hot climates, and businesses that operate large amounts of fields of land. The targeting strategy must takes in to consideration the demographics, age and life-cycles, income, benefits, and psychographics. The product line will also need to eventually diversify at different costs. Some homeowners and businesses have larger lawns compared to others. Therefore, a bigger robotic machine will be required. People may also want to spend more money in return for better and faster production. Therefore, an upgraded robotic lawn mower will need to be made available. No one likes washing the dishes, therefore the dishwasher exists. No one likes vacuuming, therefore the Roomba exists. No one likes mowing the lawn, therefore a robotic lawn mower should be introduced. With the rise in the level of disposable income, americans will be willing to pay more for products like these. Although these types of products may not be necessary, they will be extremely helpful and save so much time that will ultimately prove its worth.

A characteristic of our first segment, the elderly, is physical disability. As previously mentioned, robotic innovations diminish physical labor. Not only will this product be helpful, but it will also be necessary, as some older folks are physically incapable of mowing lawns. This makes elderly people an attractive target segment because it provides a desirable product, but also an essential need. A characteristic of our next segment, homeowners living in hot climate, is dealing with hot weather conditions and the potential dangers such as heat strokes, heat cramps, and dehydration. This segment faces a problem, and this product offers a solution—which is why the robotic lawnmower will show much success in this segment.

Our generation continues to grow more impatient and desires instant gratification. That is why businesses all over the world make sure their products make life better for their customers. Our society is constantly advancing and new technologies are helping us cut physical demand. Recent innovations of robotic systems such as the Roomba Robotic Vacuum cleaner have been such a huge success because it is able to save us time. There is no doubt that a new robotic lawn mower will have the same success.