Market Segmentation for Lawn Mowers Essay

IntroductionIn this document, we willing analyse the current market of lawnmowers in Portugal. By recognising this market and its products with distinct characteristics, we will effect a customer cleavage, which will whollyow us to divide the market into baseborn groups. Through the departmentation of the lawnmower market, it will be possible to achieve a greater proximity to the final customer fabricate advertising media that tar locomote the identified segments facilitate the position of the product and obtain the return on investment by the company. The developments and technological diversity provided by all the competitors operating in the welkin has shown that this market is really competitive nowadays. Thus, it is imperative that a strategic invoke is implemented, which is more focused on meeting the needfully 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 nation al and external economy situation. To analyze the current market of lawnmowers in Portugal, we started to make a small market investigate. To get a concrete shape, we went to one of the biggest players in the market Leroy Merlin, who sortly gave us some informations which served as basis for this assignment and which allow us to ready a better vision of what is happening in the lawn c ar industry.GOALSBy segmenting the market of mowers you lot stick to a closer relationship with the end consumer urinate advertising media that be targeted to the identified segments Facilitate the location of the product And monetize coveted by the company.This populate point is usually associated with subjoin sales, Increase profits, Increase sales dealer channel.cleavageThere are several types of lawnmowers available on the market manual, barrage fire powered or gas powered models, are some of the options. There are ways to segment the lawnmower market Customer characteristics Geograp hic ( 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 sought ( product features, quality, service, indorsement ) Usage rate quantity purchased during a item periodBased on the market research that we conducted, we restricted the types of lawn mowers to non-powered, powered and powered riding for deuce-ace different market segments urban, suburban and rural. (POR TABELA DE PERCENTAGEM)The percentages given are based on the literature, as well as the information given by the head of the husbandry sector at Leroy Merlin, which we visited, in Alfragide. Against this backdrop, the close to showy 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 more beneficial to t arget 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.ConclusionFrom our research we can segment the market of lawnmowers in Portugal as in the main directed to male gender, between 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 square feet of tidy sum with a household of four people and clean income between 20.000 and 30.000 per year. The most chosen mower for this kindhearted of segment is the electric powered one, in break 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 famed that one of the great advantages of an electric lawn mower is that it does not require extensive maintenance.With the displacement of many ex-urbanites to the most suburban areas of large cities, the growth of lawnmowers little by littl e began to live better days. With this segmentation, we believe thatthe Finnish company will take advantage of this kind of market penetration. Faced with fierce competition (AKI Group, IZI-MESTRE MACO, LEROY MERLIN, BRICOMARCH, BRICO LECLERC and overly in many other customers in traditionalistic market said Garden Centres, Hardware Stores, Drugstores, make 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 particularised needs and desires of this kind of consumers.BibliographyMarket 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 organization and Technology firms, 3rd edition, Art Weinstein, PhD, 2004 Market Segmentation Success Making It Happen, Sally Dibb, Lyndon Simkin 2013 a