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10 Executive Summary The first part of this report is the introduction which explains on the purpose of preparing this report and to find a suitable target market for the new-age alarm clock in Malaysia In this section it gives a clear view on the market situation of alarm clock in Malaysia and a brief background on the new alarm clock brand called I-Time Later it gives a brief view on I-Times targeting process The second section shows the marketing proposal of I-Time First of all demographic and psychographic segmentation is chosen to segment the target market for I-Time In demographic base income occupation and age variable is chosen Meanwhile in psychographic base personality characteristic and socioeconomic status variable is chosen Then the evaluation of I-Times target market is base on the size growth market attractiveness and the comparability with I-Times resources and objectives A suitable positioning strategy is chosen Finally the price of I-Time is being set The third section is the conclusion of the whole report In this section it describes the important of I-Time to have a targeting process Then it emphasis that a detail study and interpretation of the situation in the Malaysian market is important to ensure the marketing steps are accomplished In the final section recommendations are being included It recommends that I-Time should adopt concentrated market-coverage strategy as I-Time is a new company with fewer advantages over its existing and non-existing competitors Before any decision is done it is crucial to begin with the targeting process 20 CONTENT Page Number 10Executive Summary 1 20Content 2 30Introduction 3 31 The Market Situation in Malaysia 3 32I-Time 3 33 Why I-Time 4 34 Targeting Potential Customers 4 40I-Time Marketing Proposal 5 41 Segmenting the
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