Marketer's Showdown

Zuna Motors: Target Practice

YOUR STRATEGY PREDICTION:

After a full year of substantial marketing efforts the product has not resonated with its intended audience, which means the product is not the correct one for them.

The new strategy should target the audience the product has been proven effective with, Baby Boomers.

The current marketing plan is reaching an audience and commanding strong sales. It should simply be strengthened and more focused on Baby Boomer segment.

The product is entering its second phase, and is positioned well (with the baby boomers) to substantially increase sales figures.

The data indicates that the price point is out of range for the target market and needs to be adjusted accordingly.

Changes to the marketing plan should be minimal - the model is selling well and will continue to do so. Designing a new model to target Gen Y is a separate issue.

ESSAY QUESTIONS:

Why is the source of the problem R&D of the product?

They didn't do enough research of the type of product their initial target audience was looking for. They just assumed that a younger audience would all be grouped as being active and outdoor oriented and focused their product design on those ideas.

Why should the new strategy target Baby Boomers?

Since the product has been selling so well with the unintended audience of the baby boomers, the new strategy should just focus on baby boomers since the product has already proven its effectiveness to that target audience. Althought unintentional, the marketers should still create a new marketing plan for their "new" target market.

Why is the overarching approach to strengthen the current plan?

It may be costly to create an entirely new marketing plan. Since the current plan already consists of the main components, the marketers could replace their initial target market for baby boomers and add specific benefits or features to the marketing plan that have been noticeable from baby boomers using the product....