Marketing Expansion for Auto Starter

To date, Auto Starter has been marketed through a mailorder catalog and the Internet with an emphasis on the auto starting capabilities. By expanding its market reach to include employees who telecommute as well as the leisure market (including recreational vehicle owners), the company should be able to rapidly expand its market reach.

To accomplish this, the current product should be rebranded to include Jump Free Start (to target the auto battery market) and Power Anywhere, to address the portable power feature. Jump Free Start will continue to encounter competition from other battery starters, and Power Anywhere will encounter competition from other power supply companies.

The marketing mix should include pricing at the current level with additional quantity breaks, and attention should be focused on large fleet managers (such as taxicab companies and police organizations) which have a need for reliable power. The company should focus on positioning its twin products as providing reliable power, anytime, anywhere.

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y and to developing an innovative product which meets the expectation of its customers. Auto Starter has had remarkably few complaints associated with it; this reliability in a product of this nature is a good competitive strength, but also demonstrates that the corporate culture is committed to quality and to providing a quality product to the market. The primary weakness affecting the company is that it is technologydriven rather than market-driven. The company has failed to recognize the full market potential of Auto Starter, and has focused nearly exclusively on positioning this as a way to jump start a car without jumper cables. The recreational and remote office uses have not been addressed as the company is focused on product features rather than product benefits. Opportunities and Threats. Just as the strengths and weaknesses of a company can indicate where the company itself might succeed or fail, the opportunities and threats faced by the company can indicate where its potential (and pitfalls) lie. Opportunities. There are three areas of opportunity which offer strong profit potential and market growth. The first of these is in the recreational market where the company can market the Auto Starter to recreationa
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Approximate Word count = 5179
Approximate Pages = 21 (250 words per page)

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