Robotic Lawn Mower Case Study

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The RLC company has developed a new self –propelled robotic lawn mower. The lawn mower can cut up to four acres of grass and after mowing the lawn it returns to its charging dock without any human input. RLC’s lawn mower also features a built-in calendar and timer, and also a GPS to avoid theft. The machine also enables its owners to check the progress of the lawn mowing, and the level of machine battery by using the company app. The RLC company mission is to provide convenient lawn maintenance, allowing people to focus on more important aspects of their lives. The company has decided to use a concentrated marketing strategy for marketing its new product, focusing on demographic and psychographic segmentations. When developing a …show more content…
For this reason, the RLC company have chosen middle-class suburban elderly, physical disable and occupied individuals as their target market. The company sees its robotic lawn mower as a solution to its target market problems. RLC believes that its lawn mower can fulfil the needs of its target market by being convenient, safe and easy to use. The RLC target market are attractive because the robotic lawn mower satisfies their needs and wants. People who live in the suburbs tend to have a large or medium yard, and sometimes they cannot or do not have the time to mow their lawn. Based on demographic segmentation the RLC company has decided to target elderly and physically disable individuals. The majority of the elderly population suffers from some physical problems such as arthritis, thrombosis, or chronic back pain, making extremely challenging for them to maintain their lawn looking nice and neat. Most elderly individuals are retired, but that does not mean that they can use their free time to mow their grass because most of them …show more content…
In other words, show to its target market that its robotic lawn mower is indeed superior to its competitors. Positioning is key to a company’s success because it is how the company becomes attractive in the eyes of shoppers. First and foremost, RLC’s lawn mower innovative technology requires a minimum of effort from its owner. The robotic lawn mower created by RLC is perfect for physically disabling individuals who are unable to mow their lawn on their own because it can cut up to 4 acres of grass and after it is done it returns to its charging dock without any human input. The machine also provides even looking grass by automatically adjusting its speed and course, and also by sensing obstacles. Thinking of the ancient population necessity the RLC has made the robotic user-friendly with a manual that is clear and easy to read. RLC robotic lawn mower also enables consumers who are a technophile to download the RLC app to track the status of the machine progress, and level of the battery. Also, RLC’s lawn mower built-in timer and calendar allows individuals who are extremely busy to set the time and date they would like the lawn mower to mow their

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