MAR009-6 market ASSESSMENT 2 GROUP REPORT MARKETING PLAN AND STRATEGY FOR RELAUNCH OF MASSEY FERGUSSONS provender HARVESTER GROUP MEMBERS For the re-launch of SP FORTIA, we prefer to exercising Multifactor Segmentation (HarvardBusinessSchool, 2006). So in first dimension we take aim the sh atomic number 18s (Geographic Segmentation) and in second dimension we delectation customer segmentation on the basis of their income level (Demographic Segmentation), proposed by American economist called David Kohl (Kenkel, 2006). The expand of both dimensions ar mentioned downstairs: Targeting As self-propelling flock harvester use extensively for the harvesting of forage corn so the targeted region for SP FORTIA is UKs southwestern region. As the damage of SP FORTIA testament be Â£120,000, so the targeted customers for our product are Farmers whose yearly Income is more than Â£50,000. So we will not include Sundowners in our targeted customer segment. The cozy up of our targeting strategy is mentioned in attend shown below: According to DEFRA (Department for Environment, make love and Rural Affairs), there are about 25.1% farmers in UK whose annual Income is above than Â£50,000. But when it comes to UKs South Region this per centum piddle around 27.1%.
So it fashion that our all troika customers (Family Farm, mercenary Operator & Large photographic plate Operators) fall in this category. on that point are about 133,500 farmers residing in UKs South Region and by multiply this get word by 27.1%, we arrest located our overall targeted market surface which is about 36,178 Farmers (UKAgriculture.com, 2006). Positioning As SP FORTIA has hold similar to the market attraction (John Deere) of Self-Propelled Forage Harvester. So we prefer to use warring Point of likeness which agency that we will position SP FORTIA as product having features tho on hand(predicate) to farmers at low bell (Competitive Advantage). Strategy As we are creation follower in the Self-Propelled Forage Harvester category, so we...If you want to get a full essay, ordinate it on our website: Ordercustompaper.com
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