Marketing Assignment Help On Declining Product
Decline in appeal to consumer is one of the parts of product life cycle. As the product goes towards its saturation point, the appeal of product also goes on declining among its customers (Harrigan, 2003). In this marketing assignment help paper, Typewriter is taken as a product that’s appeal is declining among customers. Since the typewriter is only being used in government departments in limited number the product is also about to obsolete in US market.
Current Target Market for Typewriter
The current market of typewriter has become limited to few of the government organizations in USA. During the year 2008, the New York Police Department has purchased typewriter. Although the computers have taken the place of typewriter, the demand for typewriters is still in market. Mostly today, typewriters are used by high class people and it has become a thing of antique for people. Since the price of typewriters starts from $150 only it could be used by most of the people in USA (Robert, 2007). As customers mostly like to prefer reasonable products, the typewriters have been used greatly during last few years. Apart from this, the typewriter is only used among the people with age group 30 to 55 only. Since according to U.S. Census Data, this age group people only work in government organizations, so the target group for typewriter is this age group people only.
At the same time our marketing case study assignment help experts says that, the target group for typewriter is also only the employed group since there is no work for unemployed on typewriter. As it is used in writing government notices, circulations etc, it is of no use to unemployed people. In addition to this, males are the target customers for typewriters as it demands high pressure on hand that is not suitable for women (Carbaugh, 2010). Although in its previous days, typewriters were used by women on frequent basis, but today personal computers (PC) have taken the place of typewriters and as women are more comfortable to PC, they are not targeted.
Reasons behind Declining Popularity
There are many reasons behind the declining popularity of typewriters in US market. The most important reason is the emergence of advanced technology for reporting and documentation of data. With use of computers, the functions of typewriters can be done with more rapid speed and accuracy, so the popularity of typewriters has effectively declined. With the introduction of computers, the efficiency of typewriters seems to have declined a lot as people started using computers only (Kranendonk, Li, Nicholls & Roslow, 2002). In addition to this, the use of typewriter is quite difficult in compare to computers. The operation of computer is simple than the typewriters. This is also one of the reasons behind the declining popularity of typewriters.
On the other hand, the use of computers brings great social status and this is the reason why the popularity of typewriters has been declined. At the same time, computers can be easily handled by men or women, while typewriter is quite difficult for women to handle. This is also the reason why the popularity of typewriter has declined. In respect to the economic growth of US, the use of typewriter was not appropriate. Being a highly developed country, the use of typewriter could create negative image of the country (Cassia, Fattore & Paleari, 2006). This is also the reason why the popularity of typewriter has declined. As the competition has increased among the individuals, it was necessary to adopt computers in place of typewriter to be ahead of others and to do work timely and quickly. In addition to this, typewriter generally makes many mistakes, while typing, but with computers the mistakes are corrected automatically. This additional benefit of computer is also one of the reasons behind its declining popularity. At the same time, the product also lacks with effective marketing that caused a decline in its popularity as customers are only aware of such products that are frequently being marketed.
Recommendation for Possible Actions
In order to address the declining appeal of product to customers, the marketers can adopt following few actions:
Innovation: Innovation is the most appropriate means of addressing the declining appeal of a product as the product has been outdated because of emergence of new technologies. Through bringing innovation in the typewriter, the marketers would be able to create that appeal among customers (Forsyth, Groucutt & Leadley, 2004). Innovation would increase the efficiency and accuracy of typewriter and will help in increasing its popularity among the customers.
Lower price: Lowering the price of typewriter would also help in addressing the declining appeal of products to customers. As customer perception is price sensitive, lowering the price of typewriter would successfully help to attract the attention of customers (Debruyne, Griffinc & Moenaertb, 2002). It would further help typewriter to be competitive in the market. Since low price and high advance technology is available for the customers, no customer would opt for typewriter with its high price.
Remarket: Remarketing is yet another important way to address the declining appeal of typewriter to customers. Since it involves less risk, it would be quite effective to remarket typewriter in order to increase its appeal among customers. With its remarketing, marketers could further target new customer segment also that would help to increase the customer base for typewriter (Avlonitis, Hart & Tzokas, 2002).
Best Foreign Country
Since, today every country has gone technically advanced, there are few options left for marketers to market their typewriters. In current scenario, the African countries are the best market for typewriters as the education level and employment level is growing today. As these African countries are less developed and going through a phase of transformation, marketers could consume their typewriters effectively in these countries (Brady, 2010). At the same time, the lack of technological advancement also advocates for effective market for typewriters. In order to market product in African market, it is very important for marketers to gather potential information regarding the markets in African countries like the potential consumption, behavior of customers, purchasing power, government regulation etc. At the same time, marketers also need to analyze the economic scenario of the countries and their culture (Kara & Kaynak, 2002).
At the same time our marketing assignment help experts says that, marketers also need to take effective decision regarding the price of typewriter to determine its success in African countries. As the countries are economically much developed, marketers need to charge reasonable price for typewriters in these African countries. Analysis of external environment is very important to determine the success for typewriters’ marketing. Potential competitors and the technological factors in the country also need to be evaluated to determine the success of typewriter in African countries (Doole & Lowe, 2008). Except these African countries, today, almost every country uses latest means of technology for writing. This is why the African countries have selected for this typewriter.
Product Segmentation and Positioning Idea for Typewriter
As per case study help experts, Marketers need to follow an effective product segmentation strategy and positioning idea to define the success of typewriter in African countries. Since there are so many external forces that may affect the success of typewriter, it needs to be carried out carefully.
Product segmentation: The product would be segmented on the basis of income group, education, sex and social status. Since the customer behavior is highly influenced by the income in African countries, the marketer would need to target such customers, who can afford typewriters. Apart from this, the educated personnel are also being targeted as smooth functioning of typewriters requires education (Craft & Hassan, 2005). A person is educated enough to operate typewriter could only be sold typewriter. At the same time, in African countries, generally women are not even aware of any technological advancement. Although men also do not have requisite knowledge, but their social status would bring requisite business for typewriter.
Positioning ideas: In order to determine effective positioning of product, marketers need to focus over the price of typewriter. The product would be available in two different ranges i.e. premium and low price. At the same time, effective promotional campaign will also be conducted such as advertisement in newspaper, hoardings etc. The quality and visual appearance will be given preference to attract maximum number of customers (Blythe & Zimmerman, 2005). Effective distribution channel will be used in order to place typewriter successfully in African market.
Based on the above discussion by Australian assignment help experts, it could be said that there are many factors that contribute to the declining appeal of typewriter in US. Marketer needs to follow different strategies like minimizing price, remarketing etc. in order to attract maximum number of customers for typewriters. At the same time, the advancement in the technology has not left any country appropriate except the African countries, where typewriters can be marketed effectively. Marketers would need to carefully research the behavior of customer, economic viability and competitors in order to define the success of typewriter in African countries. Huge potential of these markets could prove to be effective for typewriters.
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Cassia, L., Fattore, M. & Paleari, S. (2006). Entrepreneurial Strategy: Emerging Business in Declining Industries. Great Britain: Edward Elgar Publishing.
Craft, S. & Hassan, S. (2005). Linking global market segmentation decisions with strategic positioning options. Journal of Consumer Marketing, 22 (2), 81 – 89.
Debruyne, M., Griffinc, A. & Moenaertb, R. (2002). The impact of new product launch strategies on competitive reaction in industrial markets. Journal of Product Innovation Management, 19 (2), 159–170.
Doole, I. & Lowe, R. (2008). International Marketing Strategy: Analysis, Development and Implementation. Cengage Learning EMEA.
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Kranendonk, C. Li, F., Nicholls, J. & Roslow, S. (2002). The seven year itch? Mall shoppers across time. Journal of Consumer Marketing, 19 (2), 149 – 165.
Robert, P. (2007). The Typewriter Sketchbook. South Africa: Lulu.com.
Blythe, J. & Zimmerman, A. (2005). Business to Business Marketing Management: A Global Perspective. Italy: Cengage Learning EMEA.
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