Market Segmentation for Lawn Mowers Essay

IntroductionIn this document, we will test the current grocery of lawnmowers in Portugal. By recognising this commercialize and its products with distinct characteristics, we will perform a customer segmentation, which will render us to ramify the market into small groups. Through the segmentation of the lawnmower market, it will be likely to achieve a enormouser proximity to the final customer earn advertising media that target the identified segments facilitate the positioning of the product and convey the return on investment by the bon ton. The developments and technological diversity provided by all the competitors operating in the domain has shown that this market is very private-enterprise(a) nowadays. Thus, it is imperative that a strategic shift is implemented, which is more focused on meeting the needs of the customer.The notorious falling sales in the sector since 2008 were of equal importance, although the explanation of this phenomenon lies in the national and international economy situation. To crush the current market of lawnmowers in Portugal, we started to make a small market research. To get a concrete shape, we went to one of the biggest players in the market Leroy Merlin, who kindly gave us some cultivations which served as basis for this assignment and which allow us to have a better vision of what is happening in the lawn care industry.GOALSBy segmenting the market of mowers you can Get a close together(predicate) relationship with the end consumer Create advertising media that are targeted to the identified segments hasten the positioning of the product And monetize coveted by the company.This last intend is usually associated with Increase sales, Increase profits, Increase sales dealer channel.cleavage on that point are several types of lawnmowers available on the market manual, barrage fire power or gas supply models, are some of the options. There are ways to segment the lawnmower market Customer characteristics Ge ographic ( region, city size, and so on ) Demographic ( gender, age, race, household size, and so on ) socioeconomic ( income, education, occupation, and so on ) Psychographic ( lifestyle, personality, and so on )Buying situation Benefits seek ( product features, quality, service, warranty ) Usage rate quantity purchased during a particular(prenominal) periodBased on the market research that we conducted, we restricted the types of lawn mowers to non- supply, powered and powered riding for three different market segments urban, suburban and rural. (POR TABELA DE PERCENTAGEM)The percentages given over are based on the literature, as well as the information given by the head of the gardening sector at Leroy Merlin, which we visited, in Alfragide. Against this backdrop, the most attractive segment seems to be that of the consumers who live in the suburban area and who use powered walk-behind lawn mowers. However, this segment may already be flooded with competition, it may be mor e beneficial to target a small segment of consumers, like urban consumers using non-powered or powered walking mowers. The smallest segment may be the most profitable and lucrative. deathFrom our research we can segment the market of lawnmowers in Portugal as principally directed to male gender, surrounded by 35-55 years old, who lives in the suburbs of large cities, in a house with a garden area between 1.000 to 2.150 whole feet of grass with a household of four people and average income between 20.000 and 30.000 per year. The most chosen mower for this kind of segment is the electric powered one, in spite of major disadvantage of requiring a wire plugged to work, which makes that their use is impractical for those who have large estates. It is noteworthy that one of the great advantages of an electric lawn mower is that it does not require extensive maintenance.With the displacement of galore(postnominal) ex-urbanites to the most suburban areas of large cities, the growth o f lawnmowers teensy-weensy by little began to live better days. With this segmentation, we believe thatthe Finnish company will collect advantage of this kind of market penetration. Faced with fierce competition (AKI Group, IZI-MESTRE MACO, LEROY MERLIN, BRICOMARCH, BRICO LECLERC and as well as in many other customers in traditional market verbalise Garden Centres, Hardware Stores, Drugstores, Building Materials Stores and other sited North to South), the Finnish company will have to differentiate the products presented, as well as in the developed marketing campaigns, satisfying specific needs and desires of this kind of consumers.Bibliography grocery store Segmentation How to Do It and How to Profit from It, Malcolm McDonald Butterworth-Heinemann, 2012 Market Segmentation Conceptual and methodological Foundations, Michel Wedel, Wagner A. Kamakura 2000 Handbook of Market Segmentation Strategic Targeting for Business and Technology firms, tertiary edition, Art Weinstein, PhD, 2004 Market Segmentation Success Making It Happen, snap Dibb, Lyndon Simkin 2013 a