Marketing Management Report: Analysis of Family Caravan

This report provides a comprehensive marketing analysis of a Family Caravan product. It begins with a product overview, highlighting its features and benefits for travelers seeking a home-like experience on the road. The report then delves into competitive information, acknowledging potential challenges and the need for innovation. Environmental scanning, including SWOT and PESTLE analyses, is conducted to assess the product's strengths, weaknesses, opportunities, and threats, as well as the political, economic, social, technological, legal, and environmental factors influencing its market. The report also explores market segmentation strategies, including geographic, demographic, behavioral, and psychographic segmentation, to identify target customers. Finally, a positioning statement is crafted to define the brand's unique value proposition, emphasizing its appeal to budget-conscious travelers seeking a convenient and comfortable travel experience. The report concludes with a list of references used in the analysis.

Running head: MARKETING MANAGEMENT
Marketing Management
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Product information
The product is family Caravan that will be helping the families to undertake travels to
different holiday destinations. This will help in making the trip a very smooth and beautiful
experience because people will be able to carry a mini version of their home when they travel.
This is one of the very user friendly tools because it will be helping the tourists to carry all the
different goods that they need and will also help them to check the amount of expenses that are
made on the different aspects like hotels, cars, restaurants and others (Adina, Gabriela and
Roxana-Denisa 2015). On the other hand there are some tourists who often do not get the chance
of settling at places of their choice because of the lack of availability of hotels. However
caravans will help them to stay almost anywhere they like and also get the feeling of home.
Competitive information
In the future days there can be a tough competition faced by the Family Caravans from
the competitive firms. All the competitors will try their level best to bring about the best
technology to innovate their products and also offer several discount offers to the customers.
Therefore they will have to boost their R&D sectors so that they can develop all the modern
facilities to satisfy their customers.
Environmental scanning
Strength- Strength of the product is that they will be making the whole concept of
travelling very easier. Customers will be getting a proper place to stay and will be getting all in

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one kind of facility. This will be a very good and useful product for the users (Adina, Gabriela
and Roxana-Denisa 2015).
Weakness
Weakness is the lack of awareness among the customers. Customers are not yet aware
about the benefits of this product.
Opportunity
Travelers will be able to utilize this opportunity for having a pleasurable stay and also to
make sure that they can get a good family like feeling (Leivestad 2017).
Threat
Threats faced mainly from the rival companies who can come up with many new and
innovative technologies. This will make the employees understand that they can easily switch
over to other alternative firms (Amuna, Al Shobaki and Naser 2017).
Pestle
Political
The political set up of the country will be needed for the overall welfare of the new
products. This is because the new product or service has to be launched within the existing
political setup

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Economic
Economic condition of the buyers is directly linked to the purchase of those products. If
customers are getting a good amount of income then they will surely be able to invest their
money over these products and also purchase them.
Social
The new product that is Caravans must be socially acceptable and must generate some benefits to
the socially existing issues. This product will be solving the issue of traveling and also help in
checking the expenses.
Technological
The concept of Caravans is a very new concept and still needs lot of innovations in order
to make a strong impact on the minds of the customers. As travelling is developing at a very
rapid rate and the concept of destination tourism is also rising, customers will be attracted
towards the usage of this product. However on the other hand, efforts must be made to make the
customers know about the actual benefits that they will be getting if they are using the Caravans.
Given the customers are having a good awareness about the product they will be increasing their
demands for this product and thus the demand will be increasing automatically.
Specific market segmentation Targeting and positioning statements
Marketing segmentation is needed in order to target the customers and make sure that
they are being able to get the right advantage at the right time. There are many different ways in
which the companies can actually appeal to the tastes and the preferences of their customers.
House Caravans are one of the very new kinds of product. Therefore it must be made sure that

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there is a proper promotion of the different advantages that they will be getting if they are
making this purchase.
Geographic
This segmentation is mainly done based on the locations and the differences that are
created among customers based on their geographic location. Holiday caravans are a new
concept and will be well accepted in the technologically advanced countries.
Demographic
This refers to the age, education, income and the other such aspects that will be
influencing the purchasing decisions. House Caravan is a very modern and innovative product
which will be well accepted by the young working professions or the college goers who have a
very deep interest in travelling to several places and also in venturing into the unexplored lands
(Jiang and Gallupe 2015).
Behavioral
Different customers have different kinds of attitudes towards the customers. It is for this
reason that the customers often make the decision of buying some products and also make their
decisions of no buying the others. It is for this reason that the Caravans will be able to attract
customer attention as they can get the additional facilities like some free furniture’s or some
kinds of free tools and technologies (Pereira 2019). The behavioral segmentation is best suited
or specific target market for the product because this will be helping in understanding the
behavior of the customers towards the product.

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Psychographic
This segmentation depends over the mindset and the behavior of the customers.
Customers who have a lavish lifestyle will be able to get this vehicle as this will help them to
travel in a very easy and fast manner (Bălan 2016). Customers who have a modern and busy
lifestyle will be able to use this product as this can make travelling very easy an also less
expensive for them.
The company has to target the customers who are business travelers or the ones who like
travelling.
Positioning statement
For individuals who want a budget friendly and homely thrilling travel experience
(target), Family Caravans (brand) is the most suitable option as it will be helping customers
to carry all their belongings with them at the same time and also (category) that delivers the most
innovative and convenient ways to travelers for carrying each and every needful items along with
them and get a pleasurable travel experience. (point of difference) So they can enjoy the home
like feeling even when away from their home at the most pocket friendly budget (end benefit)
because travelers will be able to get the chance of putting up the caravan at the place of their
choice and also enjoy the destinations with no limitations o their budget or time. (Reason to
believe)

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References
Adina, C., Gabriela, C. and Roxana-Denisa, S., 2015. Country-of-origin effects on perceived
brand positioning. Procedia Economics and Finance, 23, pp.422-427.
Amuna, Y.M.A., Al Shobaki, M.J. and Naser, S.S.A., 2017. Strategic Environmental Scanning:
an Approach for Crises Management.
Bălan, C., 2016. Agro-Tourist Boarding Houses in Romania: Is Their Online Positioning
Designed To Be Effective?. Journal of Emerging Trends in Marketing and Management, 1(1),
pp.247-258.
Jiang, J. and Gallupe, R.B., 2015. Environmental scanning and business insight capability: the
role of business analytics and knowledge integration. In Proceedings of the Twenty-First
Americas Conference on Information Systems, Puerto Rico, August (pp. 13-15).
Jun, S.P. and Park, D.H., 2017. Visualization of brand positioning based on consumer web
search information: Using social network analysis. Internet Research, 27(2), pp.381-407.
Koch, C.H. and Gyrd-Jones, R.I., 2019. Corporate brand positioning in complex industrial firms:
Introducing a dynamic, process approach to positioning. Industrial Marketing Management.
Leivestad, H.H., 2017. Beyond Informality: Intimacy and Commerce at the Caravanning Trade
Fair. In Ethnographies of Conferences and Trade Fairs (pp. 129-145). Palgrave Macmillan,
Cham.
Pereira, G., 2019. Brand storytelling: A three-dimensional perspective. Journal of Brand
Strategy, 8(2), pp.146-159.