Size Of The Lawn Essays Example
Question 1: Identify at least three bases for segmenting the lawn mower market. Prepare a market-product grid illustrating at least one of these bases.
It can be observed that there are certain bases for segmenting the lawn mower market. Some of these bases are identified as following:
The different sized lawns can be categorized so that it will be easier to identify that what type of lawn mower will be appropriate according to the size of the lawn.
It can be noticed that most of the women prefer manual lawn mowers. The single bread earner women usually have small lawns so they prefer to use a manual lawn mower.
There are a number of benefits that can be obtained from different lawn mower products like speed, durability, reliability, cheap maintenance, less noise, and less pollution. The buyers can choose the lawn mower by selecting any of the above stated benefits.
Some people may prefer electric lawn mowers or some customized robotic lawn mowers if they have lawns that should seem perfect. On the other hand, some people just want their lawns to be clean and they can go for a manual lawn mower too.
Market/ Product Grid
Question 2: What criteria should a lawn equipment company use in assessing the attractiveness of market segments? What sort of information is needed to fill in the market-product grid and allow the firm to make that target market decision?
The criteria that can be used by the lawn equipment company in evaluating the market attractiveness may include the size of the market and sales within the market, the potential of profit, the level of competition within the marketplace, the marketing costs like production, promotion, and distributional expenses, and the fit of the product characteristics with the needs of the potential customers. Moreover, the information like the sales forecasts, types of lawn mowers, the degree of fit, and the potential profits and expenses will be used in order to fill the market-product grid.
Question 3: How might lawn mower company use segmentation for positioning purposes? At present, the manual reel mower market is rather small but growing. What marketing mix recommendations could be used to significantly expand this market?
There can be a number of segmentation factors that can be used by the lawn mower firms to position themselves within the market. The positioning of the product will be the perception of the customers about the usefulness of the lawn mowers as per their needs. The low price, less noise making, and exercising elements are attributed to the manual lawn mowers, which can be used to segment the market. Some segments care about the noise and pollution, whereas some buyers need efficiency, and time saving factors that can serve as the basis of positioning the products.
The demand for the manual reel mowers can be increased by making amendments in its marketing mix like charging a low price by following cost leadership strategy, mass advertisement and promotion for spreading awareness about its advantages, and making these lawn mowers more accessible by bringing efficiency in its distributional network.