Company Introduction, Market Segmentation, and Product Positioning Essay Example for Free

Company Introduction, Market Segmentation, and Product Positioning Essay The key to successful product implementation in today’s national enterprise system is the effective marketing of a new product with the company’s line of existing products. As stated by Lacobucci (2012), marketing is defined as an exchange between a company and its customers. The customer wants something from the company or firm and vice versa. In previous times, a company would manufacture a product they thought the customer would want or need. The customer purchased that product because of a pending need, which basically meant that marketing used to be product oriented. However, marketing today is more that an advertisement for goods and services in an attempt to attract new business. We live in a customer orientated and empowered marketing environment. We realize the importance and ramifications of having an exchange with our customers and developing a relationship with them. It is this exchange of information between our company and our existing as well as future customers that secures our position in our target market. Our company is a regional tool distributor located in the northeastern section of the United States. Our customer base consists of several major retailers, nationally known in the retail and wholesale tool industry. We used the brand label Blue Steel Tools for marketing and distribution of our products to discuss the implementation of an effective plan to market a new product line, the Illuminated Power Wrench. This paper will analyze market, identify our market segment for sales distribution and discuss the reasoning for the segment. Discussing the target market and why the targeted customers were specifically selected. We will do the SWOT analysis; describe the unique market position and the expected service provided in meeting the needs of the target audience. 1. Identify the marketing segment for the product and provide a rationale for this segment. The definition of a market segment as stated by Lacobucci (2012) is a group of customers that shares similar inclinations towards our brand. To define market segment further for our needs, it is an identifiable group of individuals, professionals or organizations that share one or more characteristics or needs in an otherwise homogenous market. In our case, our product will have a very wide market of consumers and small business owners and employees. Therefore we will need to reduce the market segments to larger chunks. Market segments generally respond in a predictable manner to a marketing or promotion offer. The market segment for the new product will vary widely due to the versatility of our product usage. Our main segment approach will focus on the wholesale distribution to retail repair supply stores who carry lines of tools for resale to the private and business consumer. These market segments will include businesses such as Lowes and Home Depot, retail tool distributors such as Harbor Freight Tools, automobile parts stores such as Advance Auto Parts and tool catalogue companies such as great Northern to name a few. As we analyze this segment we ask the question if this segment is viable and can we profit from using it. Other considerations are accessibility and measurability. This segment is small enough to manage our sales and distribution, but large enough to reach the ultimate user of our product. This market segment possesses the potential and versatility to sell and distribute our product to the target consumer market with a widely diversified audience in the retail industry. The bases for this segmentation include similar demographics, geographical locations, and psychological make-up of customers and behaviors of users/purchasers. In other words, the customer base for our segments meets the desired user of our end product. Anyone who builds or repairs something whether they are a novice or professional is a potential customer. Therefore, by using this method of market segmentation for product distribution, we will successfully sub-divide a large homogenous market into clear identifiable and manageable segments that have similar needs, wants or demand characteristics indicated by Lacobucci (2012). 2. Discuss the target market and provide rationale for this target market. The target market defined is the particular market segment at which a marketing campaign is focused. As stated earlier, this product has been designed for the retail tool industry. We have targeted segments in the industry that will be the most successful in reaching the consumer and generating a demand for our product through steady sales. Lacobucci stated the first perspective in assessing segments target is to have a view of the segments themselves and the primary concern is the segment be profitable. This in turn will become a profitability issue for our company as we continue to hold a place in the small tool market and generate profits with continued sales. The second perspective examined was if the market or segment fit with who we are. In this case the answer is yes. The ultimate target for this product is the consumer. The greater exposure we have, the higher propensity for sales growth. The illuminated ratchet screw driver is a quality tool for use by not only the novice home self repair person; it will also meet the needs of the professional repair person, no matter what the industry. The illumination system in the handle of the wrench will appeal to the vehicle mechanic working in the close quarters of an engine compartment, the electrician repairing the circuit breaker box, the computer repair technician working in between electronic circuitry as well as to the basic consumer performing handy maintenance projects. This tool will come with the standard wrench lugs and have availability to accessories such as wrench tips to enhance its versatility to meet the needs of a wider target audience. The wider target audience is customers of our targeted market segments. Therefore the target market is our pathway to the ultimate user of the product is consumer sales. The strategic sales objective of these retail establishments coincides with our strategic vision of reaching the ultimate user of our products, satisfying their needs and increasing the likelihood of additional product sales. 3. Perform a SWOT (strengths, weakness, opportunities and treats) for the company. As we move forward in the marketing of our product, we need to our own corporate strengths. Lacobucci (2012) suggests the use of a SWOT analysis in identifying our strengths, weaknesses, opportunities and threats. The strengths and weaknesses characterize our company in relation to competitors where the opportunities and threats characterize the broader environment such as the tool industry, suppliers, the government and etc. Our strengths are in our track record in t he tool industry. We have provided quality products at competitive prices. Another perceived strength is in the management of our company. The senior management of Steel City Tools has provided a strategic vision with clearly defined attainable goals for market position and sales. However a perceived threat is in the foreign market. A number of tool company’s efforts have been over shadowed with a cheaper duplication of products from foreign markets. The US has been plagued with a reduction in the manufacturing industry due to globalized markets, elimination of trade barriers and outsourcing. The end result is our market segment (distributor) could purchase a similar product cheaper and increase their gross margin and not purchase our product for resale. Another threat we are not prepared to react to is loss of a major distributing customer. With more and more businesses merging, we could lose a distribution source with no warning. One of our weaknesses is we have focused on sales east of the Mississippi, thus limiting market expansion. However, this could be turned around as a future opportunity for market expansion. An easy way to expand our market is to establish a retail division and use infomercials through the cable television network to accept mail order/telephone order select product sales such as our new illuminated power wrench. However, a marketing effort of this nature would require careful consideration must be given to the geographical area so as not to alienate our primary segment customers. A move of this nature would require additional capital investment and careful analysis of this type of expansion would be necessary to minimize risk of project failure. The SWOT is useful in clarifying our marketing questions. The key is to address our shortcomings so as not to give the competition an upper hand and not raise concerns with our customers and capitalize on our strengths for continued success. 4. Create the market position for your product and service. Explain your rationale. Product positioning, according to the Encyclopedia of Business, involves the tailoring the entire marketing program to include product features, distribution, price, quality and service to meet the needs of the consumer within the specific market segment. In this manner, the product positioning is part of the overall market segmentation. Product position takes place in our distributors store, or target market segment and tells us how we can strive most effectively in that market segment against our competition which are also present on display. The key is to understand the consumer perceptions of the product and the marketing behind it. Quality, reliability, affordability, unique features, benefits to the customer is just a few attributes of product positioning. According to Lacobucci (2012) positioning is often about modifying the four P’s of marketing (position, price, place and promotion). In the case of our company, our reputation is a reflection of the position to provide a quality product at a competitive price while leading the market in innovation. Our company performance is attributed to the quality of our employment staff. Our employees are at the core to our success. We have established core values for our company’s work force by creating a positive work culture with recognition of the whole person concept. The strategic leadership from the top on down to the employee fosters productivity with reward and recognition to enhance their performance in support of the company operations to include our marketing efforts. Thus the positive and proactive personality of our company in meeting its marketing objectives is a direct reflection of the quality of every member of the Blue Steel Tool Team. As we continue to grow and develop products for sale, we position our products at a distribution sales point or market segment with the greatest customer exposure for maximum market penetration. We will service our product to the satisfaction and benefit of the customer so as not to jeopardize customer confidence as well as the business relationship with our market segment. The product we create and the service we provide are a direct reflection of not only our company, but that of our distributors. Our products are designed to meet the working needs of our professional as well as consumer clientele with a level of quality that meet or exceed expectations at the best value. References Lacobucci, D. (2012) Marketing Management: 2012 custom edition. Mason OH Market Segment Defined Retrieved from http://www. businessdictionary. com/definition/market-segment. html Morley R. (2006), Trumpet Print Edition: The Death of American Manufacturing, February 2006 Retrieved from http://www. thetrumpet. com/index. php? page=articleid=1955 Reference for Business Product Positioning: Encyclopedia of Business, 2nd ed. Retrieved from http://www. referenceforbusiness. com/small/Op-Qu/Product-Positioning. html Target Market Defined retrieved from http://www. businessdictionary. com/definition/target-market. html

How Can Assistive Technology Benefit Preschool Special Education Studen

How Can Assistive Technology Benefit Preschool Special Education Students? The inclusion of special needs children with typically developing peers has become a key service option in preschool special education classrooms (Odom, 2000). Benefits abound, yet inclusion does not present without challenges. Young children with disabilities find it complicated to interact with objects and peers due to obstacles that their disabilities present. A child unable to speak too often goes unheard. Students with limited movement are frequently unable to participate in activities with peers. How can young children with disabilities achieve some degree of independence so that they may interact in their environments without reliance on others? Assistive technology (AT) can help young children with disabilities fully participate in natural, inclusive learning environments (Sadao & Robinson, 2010). Through the use of AT devices, even the youngest of children are provided opportunities for developmentally appropriate play, movement and communication. In this paper, I will talk about the use of assistive technology to promote young children's participation in preschool learning opportunities. Furthermore, I will discuss a few of the many potential benefits of AT when used within the preschool special education classroom, including: opportunities for play, movement, and communication. IDEA defines assistive technology as "any item, piece of equipment, or product system whether acquired commercially of the shelf, modified or customized, that is used to increase, maintain, or improve functional capabilities of individuals with disabilities." (Individuals with Disabilities Education ACT (IDEA) 20, USC, Chapter 33, Section 1401 (25) US). According ... ...stive technology and how is it used in schools? Retrieved March 25, 2012, from www.sc.edu/scatp/cdrom/atused.html Technical Assistance ALLIANCE for Parent Centers. (2006). Assistive technology for infants, toddlers, and young children with disabilities. Minneapolis, MN: PACER Center University at Buffalo Center for Assistive Technology. (2000). Playing with switches: Birth through two. Retrieved March 23, 2012 from http://letsplay.buffalo.edu/toys/playing-with-switches/playing-with-switches.htmf Wilcox, J., (1999) Assistive technology and early childhood education. Journal of Special Education Technology, 28(3), 63-78 Wilds, M. L. (1989). Effective use of technology with young children. NICHCY News Digest, 13,6-7. Willis, C. (2009). Creating inclusive learning environments for young children: what to do on Monday morning. Thousand Oaks, Calif.: Corwin Press.

Brand Manager

We keep hearing about managers of different kinds, yet we never really know what a manager's job actually entails. This article will deal with a specific kind of manager – the brand manager. Through this article, we will know a little something more about a brand manager and the brand manager job description in detail. Along with that, we will also foray into the different brand manager duties and some other brand manager responsibilities. Read the following article to know a little something more about the brand manager job description and what career opportunities one might have in that field. Job Description of Brand Manager As the name suggests, the brand manager has to work with a particular brand or several brands. It is a highly challenging job because he has to take the entire responsibility for the success of that product(s), and is therefore, responsible for all related aspects which include planning, buying, selling, marketing, pricing, dispatching and ordering. That is a bird's eye view of what a brand manager job description is, the following paragraphs will list some of the important duties of the brand manager. To begin with, they need to work extensively with the research and development department of the company, and with their help, formulate the best possible way to market the product. †¢ They need to supply the engineers (who are working on developing the product) with the results of the market research and on the basis of which the product will be based. †¢ They also check if the engineers are following the decided path and suggest changes for improvement. †¢ They need to be fully aware of the product at hand. What is the product capable of doing and what will be some of the improvements that might take place in the future. †¢ Once the product is ready, he must gather a core group for testing. The results from these tests will help him to determine whether the product has been able to achieve the desired result or not. †¢ After the product has passed this test, he will have to think of the marketing strategies for the same. What will be the audience, the target group at which the product will be directed etc. The packaging of the product – the best way in which the audience will be able to connect to the product and how the packaging will be able to convey what the product is all about. †¢ The pricing of the product is also an important factor that will need the drawing up of several strategies. The brand manager will work with several other departments to determine this aspect. †¢ Then he will undertake the extensive planning of the techniques and methods by which the product will be launched in the market. †¢ The advertising strategies that will be used. What modes of mass media will be utilized to ensure the success of the product. †¢ The methods of promotion that will be used will also need to be determined by him. †¢ All this will be dependent upon the budget that has been allocated. He has to also make sure that all these techniques employed like the promotions, marketing, advertising costs , all of them fall under the allotted budget and no more. †¢ After the product has been launched, he has to monitor the sales. †¢ Depending on the sales, he needs to change strategies or techniques in marketing, advertising or promotions to lead to maximum success. Read more on marketing strategies. †¢ He has to plan for the future about the course of the product – what will be the future strategies etc. so that continued success is guaranteed. †¢ Bringing about changes in the product from time to time so that it includes whatever the audience wants and is thereby accepted more openly by the audience. †¢ A marketing plan is an official plan of how the company intends to execute its marketing strategies. Learning how to write a marketing plan is very important as it gives the management a good idea of what the marketing department is up to. So this article will explain how to develop a marketing plan along with supplying a marketing plan template. Marketing Plan Developing a marketing plan is tough and requires a good amount of research. A marketing plan starts with market research. The first step is to evaluate what the customers feel about your product, what they like about it, and what changes they would like to see in the product. By communicating with the end users of the product, we understand what they expect of the product, what are their exact needs and how your product can best satisfy that need. Market research also helps you analyze the strengths and weaknesses of your product along with finding out the potential opportunities and threats to your product's present market share. After the market research has been conducted, you will have a fair idea of what the users think about your products and what changes you may need to integrate into your final product offering. Market research will also help you feel the pulse of the market and understand how the customer sees your product and that way, you will be able to make a good marketing strategy for it.

Effectiveness of Correctional Rehabilitation Programs

Introduction Criminologist and politicians have debated the effectiveness of correctional rehabilitation programs since the 1970’s when criminal justice scholars and policy makers throughout the United States embraced Robert Martinson’s credo of â€Å"nothing works† (Shrum, 2004). Recidivism, the rate at which released offenders return to jail or prison, has become the most accepted outcome measure in corrections. The publics desire to reduce the economic and social costs associated with crime and incarceration has resulted in an emphasis on recidivism as an outcome measure of program effectiveness. While correctional facilities continue to grow, corrections make up an increasing amount of state and federal budgets. The recidivism rate in†¦show more content†¦1). Cognitive research is often labeled in literature as thinking, reasoning, perceiving, problem-solving, critical thinking, conflict resolution, moral reasoning, decision-making, perception and abstractio n (p. 2). Cognitive-based strategies are considered therapeutic rather than educational. Discussion Research on recidivism reveals a variety of different ways to define and measure its effectiveness on the outcome. One instrument widely used in assessing offenders is the Level of Service Inventory-Revised (LSI-R). The LSI-R was developed with short-term offenders and community supervisees. It assesses largely risk factor for recidivism and is designed to inform parole management decisions (Manchak et al., 2008). The 54 items of the LSI-R assess ten â€Å"risk-needs† factors: criminal history, education/employment, financial, family/marital, accommodation, leisure/recreation, peers/companions, alcohol/drug problems, emotional/personal, and attitude/orientation (p. 478). Results indicate that the LSI-R moderately predicts general, but not necessarily violent recidivism (p. 477). The utility of the LSI-R in predicting community recidivism is well established for probationers and minor offenders. There are different measurement dimensions that need to be considered: the precipitating event, the element of time,Show MoreRelatedPunishment Versus Rehabilitation1513 Words   |  7 PagesPunishment vs. Rehabilitation Brenda A. Dove AJS/502 Version I September 10, 2012 John V. Baiamonte, Jr. Ph.D. Punishment vs. Rehabilitation Punishment versus Rehabilitation, there has been many debates on the effectiveness of punishment compared to the effectiveness of rehabilitation of convicted offenders in prison and under community supervision. If an individual commits a crime serious enough to warrant incarceration, then the individual is sent to prison as a form of punishment. While incarceratedRead MorePunishment vs Rehabilitation1678 Words   |  7 Pagesï » ¿ Punishment versus Rehabilitation Survey of Justice and Security - AJS/502 March 17, 2014 Arnold Wicker    Punishment versus Rehabilitation, there has been many debates on the effectiveness of punishment compared to the effectiveness of rehabilitation of convicted offenders in prison and under community supervision. Punishment is defined as a penalty that is imposed on an individual for doing something wrong. The term rehabilitation is defined as a way to help somebodyRead MoreRehabilitation Is Essential For Human Life1669 Words   |  7 Pages Rehabilitation is essential to human life. It is about a combination of skillful tactics that intend to restore normalcy in an individual after an occurrence. This process is dynamic depending on the reason why an individual is being rehabilitated. Rehabilitation can occur subsequent to a variety of events including injuries, disease, drug abuse and crime related cases. This paper concentrates on rehabilitation in corrections. Most of the people who are in correctional facilities might have beenRead MoreEvaluating The Effectiveness Of Maryland s C orrectional Education Program1486 Words   |  6 PagesAbstract: This research proposals seeks to evaluate the effectiveness of Maryland’s Correctional Education program, by examining Maryland’s Criminal Justice Reinvestment program. The goal of the reinvestment program is to reinvest freed funds from closing select prisons back into the criminal justice system and use them to improve correctional education and rehabilitation programs. The end goal is to have an ex-offender that is able to provide for themselves without returning back to crime. StudiesRead MoreRehabilitation Programs1572 Words   |  7 PagesRehabilitation: Does it Work? The idea that more effort should be made to reform offenders is a theme that that been persistent throughout the history of American corrections. Rehabilitative ideals have helped lead the way in the renovation of the correctional system. Implementations of intermediate sentencing, parole, probation, and a separate juvenile justice system were all part of the process. While the rehabilitation process seems like the perfect plan to transform the incarcerated, can prisonersRead MoreStrategic Plan II : Budgeting The Future Of Corrections1219 Words   |  5 PagesFuture of the Correctional System The life blood of every correctional system is its budget. In order to plan for future budget needs, the Commissioner must be able to project future priorities for the correctional systems over the next decade. MISSION To protect and serve the states communities and correctional institutions by providing a detailed and highly accurate fiscal budget forecasting future needs, requirements, and obstacles of institutional operations and effectiveness VISION ProvidingRead MoreEssay on The Mission of the Correctional System 1218 Words   |  5 PagesThe correctional system has three main goals: punish, protect the community and rehabilitate the offender. However, it is unclear how well the modern U.S correctional system achieves these goals and whether the money invested in the correctional system might be better spent. These are some of the points I will cover regarding what I think about the correctional system. Department of Corrections is an agency of the state that is responsible for the supervision and management of convicted felonsRead MorePunishment vs Rehabilitation1661 Words   |  7 PagesPunishment vs. Rehabilitation Helen Olko October 1, 2012 Abstract The expectations that our society has for the criminal justice system  is to punish and rehabilitate individuals who commit crime. Punishment and rehabilitation are also two of the four acknowledged objectives of the criminal justice system, with deterrence and incapacitation being the others. In the United States, punishment has always been the primary goal to achieve when dealingRead MoreThe Effectiveness of Prison Education Rehabilitation Essay example1627 Words   |  7 Pagesmeans, but it is the best start to solving the large literacy rates of US prisons. Of course, it will require much hard work on the part of the prisoner getting out, and there may be a large percentage who do not desire to take advantage of such programs, but Americans should encourage and give these individuals tools to help them back into society. Pont sums it up best, â€Å"Our aim should be to propel offenders into, rather than away from, successful participation in the labor force† (23) . StimulationRead MoreEffective Supervision Probation : How Effective Is It?1309 Words   |  6 PagesIntensive Supervision Probation: How effective is it? Due to the increase of correctional populations that continue to exceed its’ capacity, correctional alternatives were created. Correctional alternatives were to alleviate both prison crowding and the threat to public safety posed by serious offenders (Flores, Holsinger, Latessa, Lowenkamp, Makarios, 2010). Rehabilitation in the 1970s was a variable correctional goal however by the 1980s intermediate sanctions developed . Intermediate sanctions