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MARKET ANALYSIS A Target market Who our real customers are The ice-cream industry has changed dramatically the last two decades The target market used to be children between 5-17 years old Nowadays such limitation doesnt exist The Scandal products are mostly consumed by people between 15-35 years old But this doesnt mean that the products are not consumed by younger or older people Females show a preference to the full chocolate flavor while men dont have any obvious likeness The Scandal is a strategic series for EVGA and is styled and packaged to capture older customers And this has been achieved without losing touch with the existing customer base To whom do we sell The products are generally found in Periptera Bakeries and Mini markets which sell around 5-20 units per day They may not sale large quantities as Supermarkets Cavas and Sweetshops do where the sales increase up to 20-40 units per day but the fact that they can be found everywhere makes them very profitable for the company We will be targeting customers by The products have a constant increase of the market share through mass selling The promotion of the Scandal products is based on channel members The products are given to wholesalers and with a big push from advertising they have created their own market which always requests for more B Competition How competitive is the market The competition in the ice-cream industry is very high and keeps rising It is not only a matter of quality but also of price And will become even more competitive when foreign companies will enter the Greek market with new products in lower prices Who are our competitors The main competitors for EVGA and the Scandal products are the Greek company DELTA with the Nirvana products and the Italian ALGIDA with Carte d or These two companies have the
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