Tailgetters/MKT 421 - Research Paper Example

Tailgetters Insert Insert Introduction Passion Parties are a company that offers direct sales and multi- level sales opportunities for customers and associates. Its most valued market targets are men from financial mid class. In examining the segmentation criteria that affect the class of men from financial mid class, we focus on the levels of segmentation and their associated efficiencies towards achieving the company’s visions (Preston, 2012). In this scenario, we shift the focus to a new product service called Tailgetters, which is a company similar to Passion Parties.

Description of the New Service The Tailgetters company, also offer items available on the internet or by setting up an event and is tailored to offer the items that men want (Preston, 2012). The segmentation bases on likes and preferences, for example; a man who likes cigars may host an event that features many different cigars from different makers. In this example, the company makes money through selling items in the first place, and the host benefits from having all of his male friends over (Armstrong & Kotler, 2011).

Conclusion Through market research involving SWOTT Analysis, taking a pre-existing concept and molding it to fit an untouched market can be a driving force for the company. Many financial mid class men, especially those in the upper middle class love to shop for the purpose of status. This segmentation is on products such as cars, sports, to golf. Tailgetters will provide an opportunity for these men to make purchases of specially designed product lines in an environment that their friends will be present to view (Preston, 2012).

ReferencesArmstrong, G., &Kotler, P. (2011).Marketing: An introduction (10th ed.). Upper Saddle River, NJ: PrenticePreston, C. A. (2012). Event Marketing: How to Successfully Promote Events, Festivals,Conventions, and Expositions. London: John Wiley & Sons.