Analysis Of Eco Shack

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Recommended: Personality factors that influence consumer behavior

Analysis
1. Market Segmentation
Eco-Shack basically focuses to target low-income and also medium-income families which is based on the demographic factor. It would target to segment people who desires to own a portable house with eco-friendly facilities and are around 30-40 years old. They also focuses on to target people based on the psychographic factor, people who loves ‘eco’-anything and have a keen psychological affection towards portability, eco-friendly, compact and eco-lifestyle. Customers who have attitudes to exhibit upmarket developments and want to look great. (Thomas, 1980)
2. Business Segment
As New Zealanders have love affair with their houses (Brush, 2013), they define themselves with unique personalities and buying behaviour which can be explored in depth. The marketing strategy that we can use to bring the product to a wider reach is by using online marketing tools and strategies. Reason being that over 95% of New Zealanders use online source materials regularly to seek information. Therefore, this strategy helps to bring the product to a wider reach to the different sectors of the market. The marketing strategy that eco-shack used was by placing an ad in a magazine which reflects to an upscale market and also they used online marketing companies to grasp the targeted audience which is based on psychographic profiling (Harold H. Kassarjian 1971).
3. Income segmentation
In this segment, we will be going to look at how eco-shack should focus on increasing the affordability by taking a look at customer’s income statement. By looking at the income level of the people in Auckland, the average income per person is NZ$32,865 per year in 2013.
4. Brand Concentration

5. Pricing Strategy
Buying a houses can be really expe...

... middle of paper ...

... types of offers like, discounts or whole different affordable packages. It merly depends on the situation and position of the business because if the company offers these discounts and packages throughout the year then they will not earn much profit. These offers can be given in the situations where company’s sales are becoming less or there is a low demand for the product. This strategy can boost up the sales and will help the company to stand back to it’s position in the market.
Conclusion

In Conclusion, it is clear from the researched data that Eco-Shack was designed to be an innovative product. The company’s main aim was to provide a unique product in the market of New Zealand and try to change the

References
Kotler & Philip, 2000, ‘Marketing Management’, Upper Saddle River, New Jersey: Prentice Hall.

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