Marketing

MAR009-6 trade ASSESSMENT 2 theme REPORT MARKETING PLAN AND STRATEGY FOR RELAUNCH OF MASSEY FERGUSSONS provender HARVESTER GROUP MEMBERS For the re-launch of SP FORTIA, we prefer to use Multifactor Segmentation (HarvardBusinessSchool, 2006). So in start dimension we consider the sh atomic number 18s (Geographic Segmentation) and in help dimension we use guest segmentation on the theme of their income level (Demographic Segmentation), proposed by American economist c exclusivelyed David Kohl (Kenkel, 2006). The details of some(prenominal) dimensions ar mentioned to a lower place: Tar bring ining As Self-Propelled dope reaper use extensively for the harvesting of forage maize so the targeted region for SP FORTIA is UKs southwestern Region. As the toll of SP FORTIA go forth be £120,000, so the targeted customers for our product are Farmers whose yearbook Income is much than £50,000. So we will not include Sundowners in our targeted customer segment. The cozy up of our targeting strategy is mentioned in figure shown below: According to DEFRA (Department for Environment, fare and Rural Affairs), there are closely 25.1% farmers in UK whose Annual Income is above than £50,000. But when it comes to UKs southwestward Region this per centum reach around 27.1%.

So it means that our all troika customers (Family Farm, Commercial Operator & Large Scale Operators) declination in this category. There are virtually 133,500 farmers residing in UKs South Region and by multiply this figure by 27.1%, we arrest determined our overall targeted market size which is about 36,178 Farmers (UKAgriculture.com, 2006 ). Positioning As SP FORTIA has feature! similar to the market draw (John Deere) of Self-Propelled Forage Harvester. So we prefer to use warlike Point of likeness which means that we will position SP FORTIA as product having features tho available to farmers at low price (Competitive Advantage). Strategy As we are being follower in the Self-Propelled Forage Harvester category, so we...If you want to get a full essay, ordinate it on our website: OrderEssay.net

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