Company Introduction, Market Segmentation & Product Positioning

1273 Words Oct 14th, 2012 6 Pages
Company Introduction, Market Segmentation & Product Positioning
Antonio Sanguinetti
Dr. Eva Ananiewicz
Strayer University
Marketing Management
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
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The market is split between HVAC systems for commercial use and those for residential use. A commercial HVAC system is typically a major component of any new construction project, and can be responsible for up to 10.0% of new building costs. As a result, demand for commercial systems depends primarily on new construction activity. The market for residential HVAC systems is also driven by new construction. Furthermore, the residential market is fairly saturated, as most consumers living in the warmer areas of the country already have a system installed in their homes. However, system replacement and maintenance/repair services offer recurring revenue sources for HVAC companies focused on the residential market. (Capstone Partners, 2011)
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

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