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Market Analysis: Market Segmentation And Target Market

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4.0 market analysis
Market analysis is a study on how a firm break the industry into smaller segments to which the firm will try appear. This analysis will allow a firm to target their potential customer based on the segmentation variables, their buyer’s competitor analysis.
4.1 market segmentation and target market selection
Segmentation
Market Segmentation is a process of dividing a market into smaller segments with different needs, characteristics, or behaviours that might require a specific marketing strategies or marketing mixes to deal with. There are several bases of segmentation which include demographic, psychographic, geographic, behavioural segmentation. (Armstrong, 2012)
The first segmentation base that we use to segment market …show more content…

These cultural factors are basic cause of a person’s wants and behaviour, it determines the preferences of consumer towards a particular type of products. By spotting the cultural shifts, we will be able to make decision based on their needs and wants. Nowadays, participation rate on recycle activities in Malaysia has been increasing over the past few years, especially those younger and well educated ones; recognize the need and importance to recycle as key to save our mother earth. When they have this awareness about recycle, basically spending their money on a good looking and auto divide recycle bin is not a big problem to them. They tend to choose quality products with fair price this will satisfy their …show more content…

Rotomoulding process is a sophisticated technology that utilizes High Density Polyethylene (HDPE) material which is highly resistant to stress cracks. It is the company’s working culture and commitment to maintain the Rotocraft Quality. 4.3.2 Competitor B - Perstorp sdn. bhd.
Perstorp sdn. bhd. has been actively involved in waste handling products in Malaysia since 1993. Perstorp’s product are more focus on the look of the recycle bin to attract customer. Perstorp also offers customised graphics designs for its wheel bins for the use of recycling and separation of various types of waste 4.3.3 Competitor C – Cekaptera sdn. bhd.
Cekaptera sdn. bhd. was established in year 1999 and located in Bandar Teknologi Kajang, Semenyih, Selangor. Cekaptera sdn. bhd provide difference capacity, from the small 10 litres to the large 1500 litres capacity. Cekaptera polyethylene products can be custom designed to any size manufactured for suitable colours and quantity.

Table 4.1: Competitive Analysis Grid for Emerald Cycle Tech Company Name Emerald Rotocraft Perstorp

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