This 10 page paper examines a case provided by the student where a company; HydroCan, with a brand new product to reduce the need to water lawns, has to be marketed. The paper looks at how the decision of which market to target can be taken. The paper starts with a ASWO analysis, looking at the product sand how it fits in which both of these markets, and then looks at the potential profits for each option and where the break even point would be reached. The bibliography cites 4 sources.
Name of Research Paper File: TS14_TEgreener.rtf
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the potential to appeal to two markets, the consumer market and the commercial market, both of which have very different needs and will require different marketing strategies. The company which
has been set up by an accountant and our agricultural engineers has no marketing experience and have gone to Stone Age marketing to help them formulate a launch strategy. The
initial problem is in determining which market is the best option and which is the best way of taking advantage of that option. The company have indicated a preference to
the consumer market. To consider which market is best we can conduct a SWOPT analysis of the product and see which market it may fit in with best and consider
the advantages and disadvantages in which this analysis. Strengths. The company has developed a brand new product, unlike anything else on the market. As such we can
argue that the company has a first mover advantage (Thompson, 1998). However, this alone will not create a successful product sales strategy, the first mover advantage needs to
be leveraged before it is copied by competitors. It has been estimated that at best a first mover advantage for new products will not usually last more than eighteen months
(Thompson, 1998). The advantage is not only in the fact that it is new, but in the benefits that it provides as these may be seen as adding
value to the product. The product is classified as a fertiliser. However, it is made in a very different way, the granules hold onto the roots of the grass and
as such keep water by the roots. This reduces the need for waters by as much as 40% - 50%. This is a major strengths in any market, watering has
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