oung mother, and gee-whiz features for the tech-savvy customer (ôMarket Segmentation, Targeting, and Positioningö).
To further home in on the target market that Kodak should pursue, a study of the potential target markets should be made to determine whether any of them are large enough to pursue, what their prospects for growth are, how much competition already exists in that market, what it will cost to reach it, and whether it is compatible with KodakÆs objectives and resources (ôMarket Segmentation, Targeting, and Positioningö). The sophisticated consumer will likely be attracted to brands more expensive and esoteric than Kodak, and the tech-savvy buyer is not as interested in the ease-of-use features that Kodak majors on but gravitates more toward flashy features more common in higher-end brands. Therefore, the young mothers market is the most viable one to target.
For its positioning in the digital camera market for young mothers, Kodak needs to consider what young mothers feel to be the ideal digital camera for them. Mothers tend to be interested in ease of use, rapid picture-taking, and picture quality. Ease of use is essential, because mothers are not electronics experts and do not have time to read complicated manuals; they just want good pictures. Rapid picture-taking is a must because they need to snap priceless shots before the baby changes his cute pose. Picture quality is important because they will be keeping and sharing the pictures for a lifetime, and in many cases blowing them up to a larger size. A trusted brand name is also important to young mothers, who have trouble differentiating what to buy from a sea of unfamiliar brands. Finally, easy accessibility to purchase the camera in a kid-friendly store makes young mothers more likely to purchase that brand. Other digital cameras in the same price range with similar features would include Canon, HP, Sony, and Fuji. Of these, the Canon PowerShot com...