Marketing Management

Running head: MARKETING MANAGEMENT
Marketing management
Name of the student
Name of the university
Author note

1MARKETING MANAGEMENT
Table of Contents
Introduction......................................................................................................................................2
Marketing objectives.......................................................................................................................2
Determination of the target market..................................................................................................2
Marketing strategies.........................................................................................................................3
Positioning strategy.....................................................................................................................3
Product strategy...........................................................................................................................4
Pricing strategy............................................................................................................................4
Distribution strategy....................................................................................................................5
Promotion strategy.......................................................................................................................5
Marketing implementation...............................................................................................................6
Budget..............................................................................................................................................6
Evaluation and control.....................................................................................................................7
Reference.........................................................................................................................................8

2MARKETING MANAGEMENT
Introduction
As discussed in the previous assignment, Sensor Street Light is having lower level of
competition in the market due to its innovative approaches. However, the level of competition is
increasing rapidly by the entry of new players in the market. Thus, it is becoming important for
Sensor Street Light to differentiate their products from their competition in order to stay relevant
in the competition. In doing so, it is important to identify the objectives and segment the market
accordingly (Bhattacharjee, Berger and Menon 2014). This paper will discuss about the major
market objectives for Sensor Street Light and also discuss about the target market of them. In
addition, the marketing strategies including all the elements will also be discussed in this paper
and the process of implementation and evaluation of it.
Marketing objectives
 Increasing the market share by minimum 10 percent within the next 1 year and also
maintain the market leadership position among the competition.
 To cover the entire South Australian region within 1 year along with gaining higher level
of market penetration by means of aggressive marketing campaigns.
 To offer the latest technologies at any point of time in order to stay ahead in the
competition and sustainable against future challenges.
Determination of the target market
The target market for Sensor Street Light will be determined on the basis of different
segmentation variables. This is due to the reason that following of several segmentation variables
will help to identify the potential customers from different perspectives. On the basis of
demographic variables, customer between the age group of 30 and 60 will be targeted. This is