MARKETING MANAGEMENT

Marketing Management

Marketing Management

Background

As a marketing director for snowboard manufacturing company and in charge of marketing company product in the United States I will be giving the recommendations in this report. The Company produces snowboards and other products related to the sport of snowboarding. The company has just developed a new style of snowboard that is light weight and designed to be very fast, it also is designed to be a very stable platform. The manufacturing department has just re-tooled and is into full production of the new snowboard. The company hopes to capture a large share of the market by having the new snowboard strategically positioned in the market by the beginning of the ski/snowboard season this winter. My task is to be to develop recommendations for each of the items that will be used in the marketing the product

Market Segmentation Concept

The division of a market into different homogeneous groups of consumers is known as market segmentation. The marketing concept calls for indulgent customers and satisfying their needs better than the competition. But different customers have different needs, and it rarely is probable to satisfy all customers by treating them alike (Levitt 2001).

In addition to having dissimilar needs, for segments to be practical they should be evaluated against the following criteria:

Identifiable: the differentiating characteristic of the segments must be measurable so that they can be identified.

Accessible: the segments must be available through communication and distribution channels.

Substantial: the segments should be adequately large to justify the resources required to target them.

Unique needs: to validate separate offerings, the segments must respond differently to the different marketing mixes.

Durable: the segments should be relatively stable to reduce the cost of frequent changes.

This can be applied to snowboard in a way that as the snow board is light weight and durable ...