Holda Executive Summary

MK612: Strategic Marketing

Holda Executive Summary

Background

Holda is a new revolutionary American Made and patented, compact, expandable, contractible and portable hanging device for people on the go.

General overview

Business strength:

• Holda is very small and portable, and people can carry it easily.

• Holda can carry up to 25 pounds.

• Holda is a good gift, especially when a company put its logo on the Holda and gives it to customers. This will help the company broaden its brand name.

Business weakness:

• Compared with its competitors, the price of Holda is a little bit high.

• Holda is only sold on the www.holda.us site and through the telephone, which seems very simple.

Position in the Marketplace

Description of our customers:

There are two kinds of customers we should consider. The first one is the company customers. These are customers that we should focus on at airports, train stations, bus stations, etc. The other kind of customer is a certain group of people we should focus on, such as 20-45 year old people who travels a lot, or the students at school. Women, should be especially focused on rather than the men's group, because women are more likely to spread a product to their friends.

What sets us apart from the competitors, and why should our customers choose us:

Differentiation is very vital when making a marketing strategy. Michael Porter once said," A differentiation strategy calls for the development of a product or service that offers unique attributes that are valued by customers. Customers perceive the product to be different and better than that of rivals" Holda is very small and portable, and could hold up to 25 pounds staff, and the clip design especially will make it more convenient for customers to carry. However, compared with the competitors, for example Touch 1 portable utility tack hook, there is something we should care about. The photo of Holda and Touch 1 tack hook will be listed...