- Market Segmentation
- Different needs in various segments influence pricing and features.
Entity has experience in segmenting markets to identify needs and
determine market size and growth rates as well as fit with the
company's long term goals and competitive threats.
- Project Management
- Directing market research and communicating findings to development
teams and creative agencies, Entity becomes the focal point or liaison
with overall responsibility for the project. Expanding to new markets
requires a big picture view of channels of distribution, impact on the
brand and many other factors. A
marketing consultant that integrates many different services is
especially valuable in coordinating all the phases of product
- Targeting a niche affords protection from competitors who want
bigger markets. There is a downside however if the niche begins to
decline in size or visibility. To target new industrial supplies
markets and develop new products, careful consideration was given to
existing channels of distribution, brand identity, competitive threats
and user needs. The work identified the largest, fastest growing
market opportunities as well as products and distribution channels and
advertising plans to reach them.
- Technology for flat panel displays improved and there was a market
opportunity for manufacturing equipment to make larger size panels.
Working with several trade associations and worldwide industry
leaders, we defined the needs for the manufacturing equipment. The end
result was a design specification for price, throughput, mean time
between failure, particle levels and materials handling capabilities
among other things. As marketing liaison to engineering, a
manufacturing cost and development timetable was established, along
with publicity and marketing plans.