Marketing Microwave Ovens to a New Market Segment

2840 WordsMay 23, 201412 Pages
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…show more content…
Strength - Weaknesses Microwaves are easy to use and - High price for the customers understandable for almost everybody - Microwaves aren’t common in India Convenient and efficient way of ! The presence of microwaves at cooking - Indian markets is rather weak - Time Saving - Longtime use of appliances - - Chicken-egg problem (price vs. High technology- ideally for the volume) technically affine Indian people - Wide product range from high-end to basic models with different categories Opportunities - Threats New, diverse target groups in India - Trends in society (Health available (men in the kitchen in general, bachelors, students, young in food industry, doubts of women etc.) - consciousness, slow movement trend microwave radiation) New form of lifestyles and rising - 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 - - Different eating habits (Western vs. Indian food, fresh vs. convenient sales in the future - 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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