Case Study: Wiggle & Wong, Inc.

Introduction

Wiggle & Wong, Inc., headquartered in Charlotte, North Carolina, was founded in 1992 as a small trading company by Darius Wiggle and Billy Wong. Over the past two decades, it’s has evolved to a world-class corporation that specializes in the design, manufacture, marketing and selling of consumer electronics, such as personal computers, mobile phones, gaming and entertainment consoles, and related accessories or intelligent devices. Wiggle & Wong, Inc. has grown into one of the leading technology firms, particularly with over 100 subsidiaries across the globe. It has a market capitalization of about $700.1 billion.

From its groundbreaking innovations, the corporation has developed a wide range of superior consumer electronics products,

The modern day market is marked with the rapidly changing consumer preferences; the choices made by consumers are mainly influenced by their sociocultural preferences (Parsons & Oja, 2012). It’s for this reason that Wiggle & Wong has been reorienting itself accordingly in order to ensure that it produces products that match the socio-cultural factors demands of each country it operates in.

Primary and Secondary Target Markets, and the 4Ps, 5Cs, and STP

Davis (2013) affirms that a good marketing strategy should not only target the market, but also target people. Wiggle & Wong, Inc. targets people, and the primary market comprise of business people and college students interested in the firm’s innovative computing and gaming products. The secondary market consists of adults, teenagers and young children. College and university students as well as business people targeted by the corporation use Wiggle & Wong’s laptops and mobile phones, such as the flagship Wiggle & Wong © smartphone and WiWong© laptop. They use these devices to create short notes, and well as communicate with each other more effectively. Within the past 3 years, this market has grown significantly, and it’s imperative to note that the company currently commands approximately 15 percent of the working population. The adults and children

Wiggle & Wong, Inc. has three major short term goals; to build a robust social media presence, to generate more than 350 marketing qualified leads this quarter, and to build brand awareness. To measure the first short-term goal social media engagement in terms of the number of retweets, shares, and replies generated will be continuously monitored. The success of the second goal would be measured by tracking the number of visitors to the corporation’s website; high number of visitor will translate to high lead volume. The third short-term goal can be measured by analyzing the new product adoption rates as well as by tracking the number downloads for Wiggle & Wong, Inc.’s website