Marketing Plan for White Appliances Inc Essay Example | Topics and Well Written Essays - 4000 words

Marketing Plan for White Appliances Inc - Essay ExampleWhite Appliances Inc. primarily focuses on meeting the needs of the eminent-income customer segment and this strategy will call upon the company to serve customers across the various income segments including the lower-income segment. This study has identified that the companys positioning strategies should focus on differentiating the companys products from the other products variety provided by competitors. The pricing strategy identified likewise allows the company to launch its smirch in the food mart and build relationships that promotes the customer-business relations this study has used push strategy to optimize use of the available distribution channels. This strategy will serve up the company to offer distributors some generous discounts that would enable them achieve the objectives of giving the distribution channels incentives. This study has done market intelligence to analyze customers and competitors and has al so conducted micro and macro environment analysis using SWOT and PEST analysis. Creating product aw atomic number 18ness and improving customers knowledge about the product are eventful in achieving the desired market presence. Background of the company White Appliance Inc. is one of the international companies in America that manufacture and markets its appliance products globally. Microwave ovens are one of the companys product lines with production plants in United States and in Asia. White Appliances Inc. Produces and markets its products to high-income customers across its global market. ... 16). Microwave products refer to the cooking devices that second in both cooking and reheating of food by passing the foods to be heated through electromagnetic radiations that emanate from all directions. Companys home analysis Goals White Appliances Inc aims at penetrating microwave oven market in India cutting at all prices segments. The company has mainly centre on high price segmen t but it has established the need to cut across all other market segments (Mills 2002, p.3). The company also aims at increasing its market share in India currently the company has very limited market presence. White Appliances Inc. also looks forward to changing consumer conceptions about microwave in the market. accent the main focus of White Appliances Inc. is to penetrate Indian market at all price levels by shifting consumer conceptions or mindsets concerning microwave ovens and also by educating customers on the usage of microwave in cooking and reheating of food (Cateora et al 2009, p. 43). Corporate culture White Appliances is committed to manufacturing and marketing of superior products ranging from scooters to soda devour to kitchen appliances. The company is innovation driven and it corporate culture has also exhibited reliability, high quality and excellence. The company is committed to meeting customers needs and in this regard it has focused on improving the understa nding of customers about their products. The company is sensitive to customers views and its uses the views to determine customers satisfaction (Mohr et al 2009, p. 5). Strengths of the company the company has familiarized itself in the Indian market as seen in the high-models developed for the Indian market.