Essay on Market Segmentation for Lawn Mowers

779 Words Oct 9th, 2014 3 Pages
In this document, we will analyse the current market of lawnmowers in Portugal. By recognising this market and its products with distinct characteristics, we will perform a customer segmentation, which will allow us to divide the market into small groups.
Through the segmentation of the lawnmower market, it will be possible to achieve a greater proximity to the final customer; create advertising media that target the identified segments; facilitate the positioning of the product; and obtain the return on investment by the company.
The developments and technological diversity provided by all the competitors operating in the sector has shown that this market is very competitive nowadays. Thus, it is imperative that a
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Against this backdrop, the most attractive segment seems to be that of the consumers who live in the suburban area and who use powered walk-behind lawn mowers. However, this segment may already be flooded with competition, it may be more beneficial to target a small segment of consumers, like urban consumers using non-powered or

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