Company Introduction, Market Segmentation & Product Positioning
Dr. Eva Ananiewicz
July 21, 2012
This paper will describe the details of a fictitious company and provided its background and will develop a marketing plan with a focus on segmenting and positioning its product and service. Thirdly, this paper will determine and decide upon at least one (1) foreign market for the product and service.; identify the marketing segment for the product and provide a rationale for this segment and discuss the target market and provide a rationale for this target market. Also, it will perform a SWOT analysis (strengths, weakness, opportunities, and threats) for the …show more content…
As previously mentioned, HVAC equipment manufacturing is divided between residential and commercial systems. Demand for residential equipment depends on the level of new housing projects, consumer confidence and the development of new and improved systems that encourage consumers to upgrade their systems. Meanwhile, demand for commercial equipment relies on private, non‐residential construction, including government spending on buildings.
Discuss the target market and provide a rationale for this target market.
This marketing plan proposes a two (2) prong survey approach to target certain groups. The first group to be targeted is the owners of homes that are 12-15 years old. It is that length of