Lawn Mower Analysis Paper

In order to successfully create an excellent targeting strategy for the self-propelled, robotic lawn mower, I would have to take into account the characteristics of my target market to see which segments are the most feasible and attractive. The segments I should consider are geographic, demographic, and behavioral. I then need to evaluate these markets based on the segment’s structural attractiveness, size and growth, and the company’s resources and objectives. Luckily, since there is a lack of competitors, there are lowered barriers to entry. Since there are several traits of my target market that I would want to attract, I would use a differentiated marketing strategy in order to cater to and appeal to the most accurate market possible.
First, I would have to consider which market segments are the most lucrative. There are several segments that I would evaluate. First, in the demographic segment, I may target young couples that have just moved into their first house using the age and life cycle segmentation. These are individuals who may not be completely ready to take care of …show more content…
Furthermore, young couples are usually getting ready to or starting a family, and thus will focus much more on their children over household duties. These individuals are also those who may want to invest in and can afford to purchase a robotic lawn mower. This may also be their first lawn mower, if they had previously lived with friends, in an apartment, or at college. I would also consider behavioral and geographic segmentation. Individuals who live in more northern parts may not find that they do not need the robotic lawn mower as much as those in the south do, due to the fact that it snows significantly more in the north, while the south typically has nicer weather