Examining World Market Segmentation and Brand Positioning Strategies - Example

The paper "Examining World Market Segmentation and Brand Positioning Strategies" is a wonderful example of a Marketing Business Plan. The Lights solar recharge was invented by Simon Doble as he camped on the iconic North Shore of Noosa in Queensland with his family. He got problems with visibility since the light that he had placed on the table was too bright. This is where the thought of housing the lighting system in the tent pole so that it could light up the entire camp area originated from. This idea has grown to become what is known as the Lights solar recharge which is an all in one solar powered, light and device recharging tent pole. Being a relatively new product, this paper is aimed at analyzing its introduction to the Australian market. First, the paper gives a brief overview of the product as well as the company that produces the product. The company’s mission and vision, as well as the corporate goal, have been examined. The paper also examines the Australian marketing environment in a bid to establish whether moving to Australia will be successful. In this regard, it has been concluded that the marketing environment is good for business and hence the product can be introduced. On the other hand, the product’s SWOT analysis has been carried out with its price and the advantages over the conventional camping tents being seen as its key competitive advantage point. The paper then outlines the company’s marketing objectives as well as the market segmentation and targeting strategy that will ensure success in the market. Finally, the product mix is presented in a bid to guide the introduction of the product to the market while ensuring success. At the end of the paper, and implementation and evaluation schedule has been presented. In conclusion, there is optimism that the product will succeed in the Australian market given the added advantage it has over conventional tents as well as the good business environment that exists in Australia.

• Brief background description of the company

Lights solar recharge is produced in Australia by the Doble outdoors Pty Limited which is a member of the Doble group. Its production has started in the year 2014. This company was formed with the sole aim of developing and marketing a very new range of camping products for the modern as well as energy-hungry camper or tourist in Australia. However, with the product having gained a substantial level of popularity in Australia, there is a need for the company to expand its presence to other nations and markets. This is aimed at ensuring increased sales for the product and hence profitability for the Doble Pty limited. It should be noted that the Lights solar recharge is the world’s first truly solar-powered lighting and device charging system that has been presented to the Australian customer and has gained a substantial interest from potential customers and hence the need to launch it into the market. Another area that the Lights solar recharge aims at reaching is the United Nations agencies including UNHCR and related NGOs. This is aimed at bringing lights to the very many refugee camps and IDP camps that exist everywhere in the world. It should be noted that most refugee camps across the world, as well as victims of the various disasters that occur around the world, are accommodated in tents (Doble outdoors Pty ltd, 2014). As such, recreational camping, as well as the focus on the organizations that provide assistance to the refugees and other disaster victims, is of paramount importance to the success of the Lights solar recharge marketing strategy.