Walker Mowers

Paper details:

Please follow ALL the instructions in DETAIL below. Also The product we are using is a lawn mower by the brand Walker Mowers. INSTRUCTIONS FOR PAGE 1 Competitor Environement 1.) Brand Competitors – at least 3 brands – number 1 in market, number 2 in market, and head-to-head competitor – compare and contrast each competitor – DO NOT cover/compare/contrast Mktg Plan brand 2.) Product Competitors – product category – one paragraph 3.) Generic Competitors – generic category (i.e., food, beverage, transportation, entertainment, etc.) – NOT generic brands – one paragraph 4.) Budgetary Competitors – $ competitors – Necessity vs. Non- necessity – leads into next section Economic Environment – utilize info. in previous section (budgetary competitors) – answer question, “How does the Econ. Env. impact my product?” – one paragraph Political Environment – answer question, “What political forces influence my product?” – not just Democrat vs Republican on national level – more political pressures like MADD, RADD, ADA, etc. – one paragraph – political changes usually result in legal changes Legal Environment – answer question, “What laws apply to my product?” – do not have to list and discuss every single law – maybe give a sampling of most influential laws – what laws must a mgr. of this product need to know about – no specific names necessary – one paragraph -Identify and describe in detail product’s Primary Target Market – utilize Demographic, Geographic, Psychographic (lifestyles), and Behavioral dimensions – multiple paragraphs – final paragraph in section one should identify other target markets for this product – simply identify, do not describe in detail -What is the product’s Position? What is the image of the product? What is the first thing consumers think about when they hear the product’s brand name? – get to the point – what is it? – position in consumer’s mind may be different from company’s desired position INSTRUCTIONS FOR PAGE 2 Product -Product Classification Consumer Product/Business Product -Product Lines and Product Mixes -Product Life Cycle -Branding Brand Loyalty; Brand Equity; Types of Brands (family vs individual); Trademark -Packaging -Services -Business-to-Business Price – $ – Market Price above, at, or below -Balance of Power – seller’s market or buyer’s market -Price Elasticity -Pricing Objectives- Profit-Oriented Pricing; Volume (Sales) Oriented Pricing – mkt. share; Competition-Oriented Pricing (Status Quo Pricing); Prestige Pricing -Pricing Strategies – Complementary Product Pricing; Skimming vs. Penetration Pricing (EDLP); Prestige Pricing; Odd/Even Pricing; Discounts and Allowances (i.e., quantity, cash, advertising, etc.); Fixed vs. Negotiated Pricing -Legal Issues – Price Discrimination; Price Fixing; Predatory Pricing/Dumping; Bait and Switch Place -Direct vs Indirect -Exposure – intensive; selective; exclusive -Power Struggles -Trends In Marketing Channels – Technology; Shifting Power in the Channel; Outsourcing Channel Functions; Growth of Direct Channels and Nonstore Retailing – ecomm., net; Growth of Dual Distribution -Distribution and Logistics – Mode of Transportation; Carrying Costs; Warehouses, Distribution Centers, Inventory Control, JIT, Automation, etc. Promotion -Communication -Three Types: Mass Selling; Personal Selling; Sales Promotion -Mass Selling Advertising – different from Publicity; product vs. institutional ads; inform, persuade, remind Publicity Public Relations (PR)-control flow of information -diff. publics -Personal Selling – Sales Force Management – recruiting, selecting, training, etc; Types of Personal Selling Tasks: Order Taking; Order Getting; Sales Support -Sales Promotion Target Market