business brief module 5 MGMT711 final
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Apr 3, 2024
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Introduction
After the pandemic, people felt price inflation and the cost of living became expensive. Statistics indicate that the average monthly spending on food at home is around $614 in 2022 (Jonathan, 2023). Due to wage stagnation, people are trying to find ways to reduce expenses. The price comparison app helps customers shop their entire shopping list at the cheapest possible price. Life will be easier by saving time and identifying where to purchase the items wanted for less money without going out of the budget. Also, people can check items on sale or product availability without going to the store. Honey is a price comparison that saves time by comparing
prices from numerous online sellers. The firm has a legitimate Chrome browser extension. It's a free app and easy to use. It allows people to find discount codes for the most well-known brands in order to obtain the best price for the desired product (Alford, 2023).
Target Market and Competitor Analysis for
A major competitor of Honey is CamelCamelCamel, a price comparison app that specifically focuses on Amazon products. This App allows free tracking of Amazon prices. monitors millions
of products to notify users when prices drop (Grant, 2023). The first competitor analysis for a price comparison application like Honey would involve understanding the competitor's product offerings, their target market, their marketing strategies, and their strengths and weaknesses. This
brief will give an overview of the two Price Comparison Apps, analyze the target market for both
Apps, and make a comparison between the two Apps.
Primary Target Market for Honey
Market segmentation is an essential method for industries to create targeted marketing tactics that meet the needs and wants of diverse purchasers (Nickels et al.,2020). According to Gary (2023), there are many types of market segmentation. However, in this business brief, we will develop only the three main ones. Geographic Segmentation:
The primary target market for Honey is online shoppers who are looking for the best deals and discounts. This includes a wide geographic range as the app is available globally. Primarily concentrating on the United States, targeting urban and suburban areas with significant smartphone access.
Demographic segmentation
The demographic is also broad, including anyone who shops online. According to Katherine (2019), 80% of shoppers are women, so the primary target would be busy moms between 18- 45 years old with income levels ranging from middle to high (Starr, 2023). However, it may skew towards younger, tech-savvy individuals who frequently shop online or in-store.
Psychographic segmentation
:
Honey's primary target market is also budget-conscious consumers who are comfortable with using technology frequently to enhance their shopping experience. However, Honey also targets Smartphone users and consumers who are looking for convenience in their shopping experience, as the app automatically applies the best discount codes at checkout.
Primary Target Market for CamelCamelCamel
Geographic Segmentation:
The primary target market for CamelCamelCamel is also online shoppers but with a specific focus on those who frequently shop on Amazon (Dinkin,2023). This could potentially limit their geographic reach to countries where Amazon is popular. The business focuses on targeting the United States and expanding to international markets with a focus on major urban centers.
Demographic Segmentation
The demographic is likely similar to Honeys with some differences. For example, the users’ ages
are from 25 to 54 years old with diverse income levels, capturing a broader demographic range compared to Honey (Dinkin,2023).
Psychographic Segmentation:
According to Dinkin (2023), psychographic segmentation may lean more toward individuals who
are loyal to Amazon and prefer to do most of their online shopping on this platform. In addition, the App targets tech enthusiasts, bargain hunters, and online shoppers seeking a variety of products.
Comparison of Primary Target Markets for Honey and CamelamelCamel Apps
Comparison
Both Honey and CamelCamelCamel target similar markets-budget-conscious, online shoppers. They both target the United States market and seek tech-savvy customers. However, Honey's focus on convenience may appeal to a slightly different demographic, like busy professionals who appreciate time-saving features. Also, Honey has a broader focus while CamelCamelCamel is more niche, focusing on Amazon shoppers. This could mean that Honey has a wider potential market, but CamelCamelCamel may be able to target and serve its specific market more effectively.
Contrast
Honey offers its primary target market the unique attribute of convenience, with its automatic discount code application feature. On the other hand, CamelCamelCamel offers its primary target
market the unique attribute of a comprehensive price comparison feature, which includes product
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