BHO1171: Marketing Plan for PBL Charger (Target Market & Strategy)

This report details a marketing plan for the PBL charger, a wireless charging device. It begins with an introduction outlining the product and its benefits, followed by an analysis of the market environment, considering political, economic, competitive, technological, and socio-cultural factors. An organizational situational analysis, including a SWOT analysis, evaluates the charger's strengths, weaknesses, opportunities, and threats. The report then delves into target market analysis and market segmentation, identifying the youth as the primary target audience. Marketing objectives are established, focusing on increasing dwell time, revenue, service reliability, and customer service personalization. The strategy section covers increasing the sales of the product by setting proper marketing objectives to attract consumers. The report aims to provide a comprehensive understanding of the marketing strategies and objectives to maximize growth and market penetration for the PBL charger. The report also includes references and a conclusion summarizing the key findings and recommendations.

Running Head: Marketing
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Marketing Plan (Target Market & Marketing Strategy)
8/30/2019

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Contents
Introduction......................................................................................................................................2
Market environment.........................................................................................................................2
Organizational situational Analysis.................................................................................................3
Target Market analysis and Market Segmentation..........................................................................4
Set Marketing objectives and Strategy formulation........................................................................6
Implementation and control.............................................................................................................7
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

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Introduction
The report is prepared in regards with the marketing plan of the product PBL charger which is
the future of the portable power. PBL is the wireless charger which looks nice and it is built in
the portable battery 10W QI. The customers can charge their devices anywhere as it is the
wireless charger including the power bank. The customers have to just put their mobile phones
on the PBL so that it can recharge automatically (Kotler, et al., 2015). It is easy and convenient
way to charge the phone. In this report the key elements of the marketing mix of this product will
be stated. The report will also state the marketing strategies and the objectives which help in
targeting the maximum growth. The specific group of the market is targeted which will buy this
product more often and then the focus will be done on the specific segment. There are four stages
of the successful marketing plan which will state in this report. The internal and external analysis
of the market is done so that objectives can be achieved easily.
Market environment
Marketing Environment helps in establishing the relationship with the customer by analyzing the
internal and the external forces. The internal environment affects the marketing operations which
include certain factors such as men, machinery, money, materials, markets, etc. The person will
buy the PBL charger when its productivity is high in the market (Brace, 2018). The market
environment also gets affected due to external factors such as suppliers, market intermediaries,
partners, competitors, customers, etc. Before making any plan or targeting the customers it is
important to analyses the market. The first step is to analyses the product properly and then the
internal and the external environment (Davydova, et al., 2013).
There are certain factors which affect the market at the extent level for the product PBL charger
which is explained below:
Political and regulatory: PBL charger has to comply with the rules and regulation of the
government as no one can produce any kind of the technology which is harming the political
environment of the country (DONNELLY and Peter, 2012). The government always supports the
technology which is easy and convenient but it should not harm the environment so wireless
charger PBL is also made as per that rules only.

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Economic factor: The market product is also getting affected due to the economic factors of the
company. The economic factors affect the purchasing power of the consumer so the change in
the economy affects the demand and the supply. The economic growth, inflation rate, exchange
rate, etc. are the factors which affect the PBL charger (Diaz–de–Mera, et al., 2015). The demand
of the charger is high in the market but due to the wireless charger the demand of this product
has increased.
Competitive: There is a huge competition in the market which affects the profitability of the
product. There are many chargers on the market which are wireless and providing the charging
facility such as power banks. The technology of this product is very reliable and it is also the
cost-efficient so PBL charger has sustain long in the competitive market.
Technological: The PBL charger is the wireless charger which provides a high intensity of
charging and it is also very convenient and reliable. There are many technological factors which
also affects the market such as change in the charging technology, cost, and quality of the
product, etc.
Social and cultural: The market is also getting affected due to the pollution growth rate, carrier
attitudes, demand of the product, etc. The demand for this charger is very high in the market as it
is wireless and cost-effective (Diaz–de–Mera, et al., 2015). PBL charger attracted the customers
more as it can be used anywhere and this technology is most convenient to place.
Organizational situational Analysis
Situation analysis helps in operating the external factors of the company which can be evaluated
through the process of the SWOT. In the organizational situational analysis the strength,
weakness, opportunity and the threat of the PBL charger are evaluated.
SWOT analysis of the PBL charger:
Strength: This product is very easy to access and the specialty of this product is that it is
wireless. It can be used anywhere and environmentally friendly. This charger is also compatible
with multiple devices (Steiner, et al., 2012). The wireless charger is very convenient for users.
This kind of charger can be used at the road and in any emergency where the plugging switches

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are not available. PBL charger is very safe and reliable and also unaffected by the water, ice and
snow.
Weakness: The technology is changing rapidly so there are many new chargers in the market
which are wireless and providing the same services. This device contains a large area in
comparison to the local charger. The charger is quite costly which cannot be affordable by each
class or group.
Opportunity: The customers can use this product anywhere as the charger is needed for every
mobile phone. Even the ear pins of the charger are very different from each phone but in this no
pins are required as it can be charged through the placing the phone on the charger. Efficiency
has increased and it is the eco-friendly charger (López-Randulfe, et al., 2017).
Threat: This kind of charger is dependent on the batteries which can be expired at any time.
This kind of technology is easily copied by the other manufacturers and they made wireless
charging batteries. As the competition is very high in the market so the better technologies with
updating often come in the market. It cannot become dominant charging technology.
Target Market analysis and Market Segmentation
The target market analysis and market segmentation are one of the steps of the marketing plan.
The explanation of the customers is discussed in this study. The potential customers of the
product or the organization are described in this marketing plan. The target market analysis
includes the proper analysis of the market and understands the criteria of the product and
customers. Target market analysis is all about the customers who are related to the particular
product (Kotler, et al., 2015). The current report includes the product that is PBL charger, which
is efficiently used among the market. Target market is known as the pool of the customers and
there the selling of products can be conducted. The people related to the products are included in
the target market. Target market and market segmentation both work as one part because the
target market includes the process of breaking the market into different segments and this called
the market segmentation (Madill and Ziegler, 2012). Several marketing efforts are included in
the overall process of the target market analysis. The proper analysis of the market used to attract
new consumers and increase the sales of the business (Ogunnaike, et al., 2014).

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Market segmentation is related to the target market analysis and it is the process to divide a
market into different segments for the potential customers and identify the different
characteristics of the customers. The segments of the market are used by the customers and they
understand all the marketing strategies used in the business. The demand for PBL charger is
increasing day by day in the current business market as this is more efficient for the customers
especially for the youth (Venter, et al., 2015). The interests and locations of the market are
included in this process. Market segmentation is very important for the marketers and it makes
the market more efficient. PBL charger is the future of portable power that is more useful in
nowadays. The target market of the PBL charger is related to the target market in which youth is
the target audience and they use mostly nowadays. Today’s world is a technology world and all
of the people use technology in many ways. The PBL charger is used by the people while
traveling, doing exercise in gym while driving or much other work. The people become more
serious about this and they purchase this in a large quantity. The sales of the PBL charger
increased by the target market and this defines the overall process of the marketing of charger.
The needs and desires of the customers related to the PBL charger included in the target market
analysis. The market segmentation also includes the desires of the customers that are more
attached to the particular product. The market analysis is the best way to increase the sales of the
product and improves the overall profitability of the company of a particular product. The target
marketing includes the efforts of the consumers used in attracting new business and achieves the
success in the business.
The identification of the target market is very useful for the organization and it increases the
overall profit of the specific product like PBL charger. PBL charger is currently used by many
people in their daily life and flexible in using the mobile phone anywhere. The market
segmentation divides the whole market of the PBL charger into different segments and increases
the productivity and sales of the product. This process decreases the risk of ineffective marketing
campaign. The segmentation is done by the different characteristics and strategies of the product.
The market segmentation is totally based on the target audiences. This increases the chance of
success and tries to manage all the segments of the market. The several new customers attract
towards the product like PBL charger by using the market segmentation. The opportunity for
sales is increased in the market for wireless products.This wireless product is very beneficial for

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the people that continuously using their device (Cross, et al., 2015). The wireless charge attracts
the customers towards it and increases productivity. All the marketing goals and objectives can
be achieved by using this process of target market analysis and market segmentation in the
business.
Set Marketing objectives and Strategy formulation
The process of setting marketing objectives is very much beneficial in increasing the business
process. Marketing objectives are set to achieve the goals and objectives of the business and they
set by the business itself while promoting the products of the organization. The objectives set by
the business need to achieve at a particular time. The setting of marketing objectives is a part of
the marketing strategy that gives several benefits to the business (Bisbe and Malagueno, 2012).
PBL charger increases its sales by setting the proper marketing objectives. The marketing
objective has some key points that are important to have in the marketing objectives. These key
points are that objectives can be measurable, realistic, specific, and achievable and time-specific.
The marketing objectives of the PBL charger are more specific that they attract consumers and
improves profitability. The marketing objectives of the PBL charger are described below-
 Increase the dwell time and revenue
 Guaranteed service reliability
 Personalize the customer service at the micro-level
There are several benefits achieved by the product after setting several objectives in the
organization. The marketing objectives are relevant and achievable as it provides the proper
monitoring of the progress against them. Several effective marketing objectives increase the
profitability of the product (Ahmed and Rahman, 2015). The proper and effective marketing
objectives ensure the overall functional activities and make several decisions regarding the
betterment of the business. The SMART objectives are also included in the marketing objectives
of PBL charger. These objectives can improve the business process and monitor regular progress
in the overall process. The above marketing objectives help the product in achieving success in
the market and attract more consumers towards the use of the product. These objectives create

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several advantages for the product and the PBL charger increases the promotional activities by
these marketing objectives.
Strategy formulation is the process to select proper action to achieve the required objectives in
the business. This method is very essential in the success of an organization. The strategy
formulation helps in making a proper framework to achieve the goals of the products. The best
strategy formulation of the PBL charger is the use of marketing mix in the process of marketing
the products and services. A marketing mix is an important tool that helps in understands the
product or service offers and plan for the successful offering of products. The marketing mix
includes the 4P’s of marketing that is essential to understand regarding the strategy formulation
of the products (Nusier and Madanat, 2015). The 4P’s of marketing are described below-
 Product: The product is the PBL charger, which is more useful for the customers
nowadays, and this increase the flexibility for the consumers as this includes the wireless
charging. Product is the main part of the business as the business itself started with the
product. This is the essential part of the marketing plan and this marketing plan includes
the PBL wireless charger.
 Price: Price In the marketing mix depends on the lot of variables it is updated according
to time-to-time. The major part of the pricing is the costing of the product, it includes the
marketing expenses, and advertising cost itself.
 Place: Place includes the distribution channel of the product and it needs to be available
in a proper way. The stores on the product sales that includes in the place of the [articular
product. This marketing mix is most important related to the sales of the product.
 Promotion: Promotion is the most important marketing mix, which is responsible to
increase the sales of the product. Several integrated communication is included in the
overall process of the promotion marketing mix.
Implementation and control
This is the last step of the marketing plan which is the implantation and control. After analyzing
the market environment and targeting the market customers it is important to implement those
target implementations. The objectives and the strategies of the marketing are formulated which
is analyzed and controlled on a daily basis. The market is very fluctuating and dynamic so it

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requires the proper control of the things so that the PBL charger can be sold at the high rates.
After making the marketing plan it is important to implement marketing strategies and tactics so
that the customers can be targeted at a higher level. After setting the marketing goals it is
important to execute the plan in an effective way and to check that plan on a daily basis. The
outcomes are achieved or not it is measured in this step. The marketing control is done of the
different departments such as sales, financial indicators, market share, etc. The profitability of
the PBL charger is also controlled by the marketing controller (Steiner, et al., 2012).
In this step, the managers of the product PBL charger has to use the human and marketing
resources of the company in an efficient manner. The use of the capital is also done in a
significant manner which is also controlled through this process (Christopher and Towill, 2012).
The targeted customers are the youth so their needs, preferences and the changes are to be
considered while making the marketing plan. While implementing the plan if any changes
required in the product PBL charger then it is made and implantation is done accordingly. It is
important to analyses the market plan is evaluated effectively or not so that the goals can find
out. Controls are also important in evaluation of the plans it provides the benchmark to access
the plan. Controlling means monitoring the whole marketing plan to analyses the success and the
objectives are achieved or not.
Conclusion
From the above report, it is concluded that marketing plan of any product is very essential as it
helps in targeting the customers and achieving the goals of the product. In this report the steps
are explained for the marketing plan in which market analysis is done. The interval and the
external analysis affect the product profitability which has explained in this report. The report
has targeted the youth market as they are the one who uses the mobile phones majorly and they
need wireless charger. The marketing objective of the company is to increase revenue and to
provide reliable services. After making the plan it is important to implement and control the plan
so that the success of the plan can be evaluated. To monitor the plan on a regular basis it is
essential to know whether the targets are achieved or not. So, marketing plan is very helpful for
the product PBL charger in accessing a large number of customers.

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References
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literature review from Islamic perspective. Turkish Journal of Islamic Economics, 2(1), pp.17-
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Bisbe, J. and Malagueño, R., 2012. Using strategic performance measurement systems for
strategy formulation: Does it work in dynamic environments?. Management Accounting
Research, 23(4), pp.296-311.
Brace, I., 2018. Questionnaire design: How to plan, structure and write survey material for
effective market research. Kogan Page Publishers.
Christopher, M. and Towill, D.R., 2012. Developing market specific supply chain strategies. The
international journal of logistics management, 13(1), pp.1-14.
Cross, J.C., Belich, T.J. and Rudelius, W., 2015. How marketing managers use market
segmentation: An exploratory study. In Proceedings of the 1990 Academy of Marketing Science
(AMS) Annual Conference (pp. 531-536). Springer, Cham.
Davydova, A., Chakirov, R., Vagapov, Y., Komenda, T. and Lupin, S., 2013, September.
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Adame, J.A., 2015. Atm spheric Pollution Research. Atmospheric Pollution Research, 6, pp.521-
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DONNELLY, J.J.H. and Peter, J.P., 2012. Preface to Marketing Management. Mcgraw hill
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Kotler, P., Burton, S., Deans, K., Brown, L. and Armstrong, G., 2015. Marketing. Pearson
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