Marketing Microwave Ovens to a New Market Segment

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Case Study – Marketing Microwave Ovens to a New Market Segment

Table of Contents
Executive Summary ................................................................................................................... 3
Statement of the Problem ........................................................................................................... 3
Situation Analysis ...................................................................................................................... 5
Strategy and Evaluations ............................................................................................................ 6
Recommendations and
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Strength
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Weaknesses

Microwaves are easy to use and

-

High price for the customers

understandable for almost everybody

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Microwaves aren’t common in India

Convenient and efficient way of

! The presence of microwaves at

cooking

-

Indian markets is rather weak

-

Time Saving

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Longtime use of appliances

-

-

Chicken-egg problem (price vs.

High technology- ideally for the

volume)

technically affine Indian people
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Wide product range from high-end to basic models with different categories

Opportunities
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Threats

New, diverse target groups in India

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Trends in society (Health

available (men in the kitchen in general, bachelors, students, young

in food industry, doubts of

women etc.)
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consciousness, slow movement trend microwave radiation)

New form of lifestyles and rising

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Different cultural background than in

living standards
High interest in innovations and

Indian society versus individualistic

technology of Indian people could be

-

other markets (e.g. collectivistic
Americans)

used stronger by White Appliances
-

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Different eating habits (Western vs.
Indian food, fresh vs. convenient

sales in the future
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Proposed bright future for microwave

food, different eating habits)

Only little market penetration by

-

Consumer’s knowledge about the use

competitors
-

of

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