New Business Planning and Start-Up - Best Advertising Umbrella - Case Study Example

The paper "New Business Planning and Start-Up - Best Advertising Umbrella" is a delightful example of a case study on marketing. The business start-up is aimed at the provision of low-cost advertising to small businesses in the Swansea area starting from Swansea University followed by rapid expansion to other areas when enough expansion revenue is achieved (Ford, 2007). Advertising at a lower cost, the main service will be provided through the provision of rental umbrellas for the consumers that have advertisements inside and on the outside of small businesses and other companies or individuals that have signed for advertisements with the business. Renting umbrellas is just a medium, not a real service provision for Best Advertising Umbrella aimed at ensuring small businesses, and individuals have a low-cost medium of achieving their advertisement needs. Best Advertising Umbrellas will have its store operating near the Swansea University campus due to the proximity of the campus where the business is aimed at starting and access to a large number of students who have the need for umbrellas on different occasions. The students can benefit from the umbrellas, acting as the final consumer of the advertisement from businesses when they use the umbrellas, read the advertisements on them, and rent the umbrellas for their personal use.    

Target Market

            The target market for the business is segmented into two depending on the role their play in the consumption segment o the services offered by the business (Ford, 2007).

1. Students, businesses, firms, corporate, teachers, and other individuals as users of the umbrellas

            This section of the market consists of the users of the umbrellas. The market segment rents umbrellas for use in their functions including small businesses that use umbrellas to protect from the harsh weather conditions, as a shade for reading, outdoor events, among other needs that umbrellas can be put to good use. In the process of using the umbrellas to meet their needs, they read advertisements printed on the inside part and on the outside of the umbrellas advertising the products and services of businesses, individuals, students, and other parties in contract with Best Advertising Umbrellas.