The success of a business depends on the market. A lawn mower company has to understand its market to enable narrowing it down to define the target groups. There are different strategies that the company can consider using, such as demographics, usage, and lifestyle of the customers. The lawnmower company has to conduct a study to understand its customers better. In that way, segmentation will be easier, and that will guide the company on some activities such as pricing and advertising. The firm will also be able to understand ways of ensuring consumer satisfaction and ensuring loyalty.
The lawn mower company can use segmentation in various ways to influence their perception about the business and the services they offer. It will help in advertising by determining the different messages that can be used in different target groups, depending on their lifestyle. Segmentation will help in developing a focus message. The lawn mower company can use images of different machinery they use in offering their services. The machinery will be determined by the area that needs to be mowed and where the customer is located. The type of equipment to be used will determine how the customers will perceive the business. The lawn mowers will be choosing the type of message and the language depending on the demographics and lifestyle to ensure that the clients have a positive view of the company. When the audience is broken down into smaller segments, the business will be able to position their services, by getting a deeper understanding of the customers and making sure that each client will be satisfied within their segment and that will create a positive image of the business.
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Currently, the manual reel mower has a small market though it is growing. However, the market can be expanded significantly by using a marketing mix. The first thing the company will do is developing a marketing mix. It will combine the marketing Ps starting with branding the services the manual reel mower and positioning. Pricing, place, and promotion are the other factors to plan on. The manual reel mower has to ensure that the marketing mix is effective, for instance, pricing depending on the place and areas mowed as well as using an effective message in the specific region. The second thing is using the marketing mix as a way of increasing market share. Promotion will be used to get more customers, for instance, carrying out demonstrations as a way of showing customers how the services look like. Offering price promotion for customers for the first time, for instance, will attract customers. Since the marketing mix will keep on changing, it is essential for the manual reel mower to have a strategy that will help achieve the marketing objectives of price advantages, increasing the market share, market penetration, and geographical expansion.
The manual reel mower should take advantage of changes in the marketing mix as a way of increasing the market share. There are different ways in which this can be achieved, starting with lowering the price of services until the objective of increasing the market share is achieved. The manual reel mower should consider differentiation with time, for instance, offering other gardening activities such as making the flower gardens. Offering discounts and loyalty schemes should also be practiced. These practices will help the manual reel mower get more customers, and that will increase their profit margins.
