Market Opportunity Analysis: Evebot Print Pen in Australian Market

This project presents a market opportunity analysis for the Evebot Print Pen, focusing on the Australian market. The analysis begins by describing the product and its current market conditions, followed by an exploration of the macro and micro environments influencing the product's success. The macro environment includes economic, demographic, and technological factors, while the micro environment focuses on market intermediaries and customers. The project then discusses marketing strategies and innovative approaches, including a SWOT analysis to evaluate strengths, weaknesses, opportunities, and threats. Competitors like Premier and Vistaprint are analyzed to understand their marketing strategies. The project highlights the print pen's strengths such as its style, design, portability and innovation and weaknesses such as lack of brand awareness, price, and the product's lifespan. Opportunities include social media marketing and multi-demographic appeal, while threats include competitors and technological developments. The analysis provides insights into consumer behavior and the competitive landscape, offering a comprehensive overview of the product's market potential.

Running head: MARKETING FUNDAMENTALS
MARKETING FUNDAMENTALS
Name of the Student:
Name of the University:
Author note:

1MARKETING FUNDAMENTALS
1. Production Description and Current market condition
Print Pen is a portable printed that could print on any material and
any surface. It is equipped with WiFi connection that enables the user to
stay online and synchronise all their handwritten notes and other
recorded audios to access the information anytime and anywhere. It is
also to note that Print Pen is supported on both Android and iOS that
makes it a magical pen for the todays on and connected users
(Kickstarter, 2019). It is pocket sized and stylish with a sleek design,
which make it a discrete accessory. It would be considered as an
irreplaceable tool for the working professionals for ensuring quick
completion of their tasks. The print pen has highly skin-friendly ink and is
a unique way for showing the eccentric personality of an individual. It
allows one to make collage, create wall art or graffiti, making DIYs etc.
2. Marketing strategies and innovative marketing approaches
Macro Environment
It is to mention that the macro environment comprises of all the
societal forces, which could influence a company and its business. Macro
environment of the company has strong influence on its possibility of
getting success or failure in the market of Australia. Macro environment
comprises of six major forces and they include- Political environment,
Economic environment, Demographic environment, Technological
environment, Cultural environment and Environmental concern (Stephen
Zoeller's Marketing Blog, 2019). The major macro environmental forces

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that influence the business and sales of Evebot Print Pen include
economic, demographic and technological.
In terms of economic environment force, it is to mention that it
surrounds around all the economic factors, which affect the buying
process of the customers and therefore, impact on the performance of
the business in the market. It is to mention that these factors are often
beyond the control of a company and might be either small scale or large
scale. Economy in Australia in the year 2017 increased by 2.4% and this
was lesser than what was expected, but grew to 3% in 2018 (Scutt,
2019). The present rate of company tax in Australia is 30% but a base
rate entity with aggregated turnover of less than 25 million dollars could
apply for the lower rate of 27.5%. Higher rates are applied for the higher
individual incomes. It is very important to ensure continued economic
growth in order to see positive and productive consumer behaviour and
their spending pattern and rise in their demands for services and goods.
The demographic environment force on the other hand is related to
the socioeconomic characteristics of a population that are expressed in
statistic manner (Investopedia, 2019). These characteristics include age,
level of education, marital status, religion, rate of birth, occupation,
family size etc. Evebot Print Pen should have a good knowledge about the
demographic environment of Australia for developing itself as an
effective business and developing targeted marketing strategies.
Australia is considered to be one among the best nations in the world to
live on the basis of wealth, life quality and education. As compared to the

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other key economies, it has a comparatively small population of about
22.9 million, but it is growing. The expectancy of life for men in Australia
is 80years, while that of women is 84years. Australians are also very
hardworking, outward looking and lively. They spend their spare time in
watching and playing sports.
Technological factors are the variables, which are used for the
evaluation of the present alternatives in respect to the technological
capabilities. These are likely to influence the business of Evebot Print
Pen greatly. Negative review of the customers have the power of
damaging the success of product. Australia is one among the most
technologically advanced nations in the world as per the report of
(Australian Bureau of Statistics, 2015). The country is widely known to
adopt new technologies at a speedy rate, as compared to the other
different developed nations. It has witnessed a significant development
and growth in terms of technology in the last years. According to Iri
(2018), technology purchase of the customers in Australia is likely to
grow by 4% in the next 1 year. Evebot Print Pen need to ensure close
monitoring of the competitors in the market as well. Reviews of the
customers are very import for ensuring the success of the company in the
technology and innovation driven Australian market. Many local
companies in Australia are investing in the technologies for meeting the
increasing demands of their customers. Software, technology consultancy
services, computers and equipment and AI (artificial intelligence) are
possibly to drive all these investments that would led to more designs
and innovation. As per the report by Australian Bureau of Statistics

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(2017), about 49% of the businesses in Australia is innovation active and
about one-fourth of the total business have development and research in
train.
Micro environment
According to S (2019), micro environment refers to the operating
environment of a company. It is due to the reason that the functioning of
micro environment has both direct and immediate impact on it. Its key
elements include competitors, customers, suppliers, staffs and the
marketing intermediaries. For Evebot Print Pen, it is very important to
ensure that its micro environment is productive enough to make it
successfully service its tech-driven customers. For it, the major micro
environment force are its market intermediaries and the customers.
Evebot needs to gain a good understanding and knowledge about each of
its actors in order to improve its customer value.
The market intermediaries are the independent companies that help in
the flow of services and goods from the producers to the customers. They
comprise of the wholesalers, retailers, agents, financial institutions and
the marketing services agencies (Site economics, 2019). These market
intermediaries work for promoting the Print Pen of Evebot by means of
different marketing channels and they build customer relationships and
increase the brand awareness and loyalty. For servicing the financial
needs of the company, it is the financial brokers who would source the
most appropriate financial institutions for servicing the financial needs of
the company.

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In this industry and for this business, customers not only impact the
decisions that are made by the team of marketing, but they are also the
key driver for all the decisions that are taken throughout the business.
Evebot deals both directly and indirectly with the customers to sell the
Print Pen. It does it directly through its salesperson, telephone customer
service representatives and delivery drivers. It does the same indirectly
through selling its products at different retail shops and websites. In both
ways, customers impact the market achievement of the company. With
the same, the current competition in the field of technological
advancement is very high. Customers tend to opt for the ones that are
with unique features and are different from the others in some or the
other way. They are even ready to pay more for the products that they
consider to be useful and better. This is making the current competitive
scenario to be very drastic and it is the competition that us bringing in
innovation.
3. Marketing strategies and innovative marketing approaches
It is very important for the Evebot Print Pens to have a solid
marketing strategy that would help the company in generating leads and
at the same time, boosting the bottom line of the company. It is to
mention that there is an increasing list of the competitors that are selling
similar types of tools. For example, the main competitors for Evebot
would be the Premier, vista print and hello print pens. Evebot needs to
build a profitable customer relationship by means of selecting the
targeted markets and the company’s marketing strategy is developed by

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means of selecting who would be the chosen customers who are to be
served along with the value proposition.
Premier is a well-known brand that is really advanced in the tech
products. It always showcases a customer centric market focus. By
means of smart data and internet, Premier offers print pens that are
cheap and affordable for the common public that are customisable. They
are available in many colours. They market their products in different
television channels and conduct different promotional activities as well.
The company have leveraged psychographic segmentation to select their
customers, and target their wants and needs. It very cleverly makes use
of the customer generated contents for spreading the brand name across
all the social media sites. This, along with the innovative usage of the
content marketing has helped Premier to generate brand loyalty.
Notwithstanding this fact, the current financial figure of the company
showcase that its value proposition is not that enough for holding the
brand loyalty.
Again, Vistaprint is a business that empowers the small scale
businesses to market themselves in effective manner. It has its own print
pens that are really affordable and is very user friendly. People love
using these pens and it can be used in any material. The company makes
use of different sites and its own website to sell and market these
products. It provides the people with fee demonstrations and trials as it
understand that the customers want to see the product first in action and
that simply describing about the tool is not enough. The company also

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work in different influencers and analysts as they have still remained as
the major sources of information for the technology buyers, particularly
in the starting of the buying process.
4. SWOT analysis
An effective internal analysis can be done by means of using SWOT
framework. It stands for strengths, weaknesses, opportunities and
threats (Armstrong et al., 2015). These aspects evaluate the business
strengths, weaknesses, opportunities and threats in the present
Australian market.
Strengths Weaknesses
- Style
- Design
- Portable
- Innovation
- Lack of brand awareness
- Price
- Not long lasting
Opportunities Threats
- Social media marketing
- Multi demographic appeal
- competitors
- Technological developments
- Product life cycle
Strengths
a) Style- It is pocket sized and stylish with a sleek design, which makes it
a discrete accessory.

8MARKETING FUNDAMENTALS
b) Design- The print pen has highly skin-friendly ink and is a unique way
for showing the eccentric personality of an individual.
c) Portability- Print Pen is a portable printed that could print on any
material and any surface.
d) Innovation- It is equipped with Wi-Fi connection that enables the user
to stay online and synchronise all their handwritten notes and other
recorded audios to access the information anytime and anywhere. It
is also is supported on both Android and iOS that makes it a magical
pen for the todays on and connected users.
Weaknesses
a) Lack of brand awareness- Evebot is quite an old brand, but its print
pens are new to the customers and therefore, it is lacking in brand
awareness. Not many are aware of the print pen and its unique
features. This is leading to slow increase in sales of the product.
b) Price- The price of the print pen is set at 49$, which is quite costly for
the common buyers to purchase. Very few would be ready to buy this
print pen to print as not every business or school work demands for a
print pen like that of Evebot’s.
c) Not long lasting- The print pens are not long lasting to use years after
years. Within a year, it gets stuck for its technological disability. The
USB charging cable can be damaged with frequent usage.
Opportunities

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a) Social Media Marketing- Evebot Print Pens should make use of the
customer generated contents for spreading the brand name across all
the social media sites.
b) Multi-demographic appeal- Instead of appealing to the upper middle
class and upper class customers, the business should also target the
lower middle class customers as of the fact that it comprise of
majority of the population. The company should decrease the price
range to increase the sales.
Threats
a) Competitors- There is high level of customers in the tech market in
recent years and more technological developments are in the way.
It could lead to further innovation and the existence of the print
pen can be a challenge.
b) Product life cycle- The Company is required to capture the market
earlier than its competitors while its product is fresh. As the
technological advancement is increasing rapidly, it could limit
down the product life cycle of the print pens.

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References:
Armstrong, G.M., Adam, S., Denize, S.M., & Kotler, P. (2015). Principles
of marketing (6th ed.).
Australasian Journal on Ageing, 32, 18-27. Retrieved from:
https://onlinelibrary.wiley.com
Australian Bureau of Statistics. (2016). Australian demographic statistics,
Jun 2016. (Cat. No. 3101.0). Retrieved from: http://www.abs.gov.au
Australian Bureau of Statistics. (2017). Summary of IT Use and
Innovation in Australian
Business, 2015-16. (Cat. No. 8166.0). Retrieved from:
http://www.abs.gov.au
Hugo, G. (2013). The changing demographics of Australia over the last
30 years.
Investopedia. (2019). Regressive vs. Proportional vs. Progressive Taxes:
What's the Difference?. [online] Available at:
https://www.investopedia.com/ask/answers/042415/what-are-
differences-between-regressive-proportional-and-progressive-
taxes.asp

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Iri. (2018). Private label. Retrieved from:
https://www.iriworldwide.com/en-AU/Insights/Publications/Private-
Label-1?
utm_source=Email&utm_medium=Email&utm_campaign=PrivateL
abelPR&utm_content=PR
Kickstarter. (2019). PrintPen: Portable Printer for all Materials and
Surfaces. [online] Available at:
https://www.kickstarter.com/projects/1874428722/printpen-
portable-printer-for-all-materials-and-surfaces
Melbourne, VIC: Pearson Australia.
S, S. (2019). Difference Between Micro and Macro Environment (with
Comparison Chart) - Key Differences. [online] Key Differences.
Available at: https://keydifferences.com/difference-between-micro-
internal-and-macro-external-environment.html
Scutt, D. (2019). GDP data confirms a decline in Australia's living
standards and productivity. [online] Business Insider Australia.
Available at: https://www.businessinsider.com.au/australia-
economic-growth-q4-gdp-2018-3
site economics. (2019). Marketing Intermediaries. [online] Available at:
https://siteeconomics.blogspot.com/2016/06/marketing-
intermediaries_16.html
Stephen Zoeller's Marketing Blog. (2019). 6 Forces You Need to Monitor
for an Effective Marketing Strategy - Stephen Zoeller's Marketing

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Blog. [online] Available at:
https://www.stephenzoeller.com/marketing-strategy-6-forces/
MRKT11029 – Marketing Fundamentals
Second Assessment
Self-evaluation document
Student name: _________________________________________________

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Student number: _______________________________________________
Second Assessment criteria
Satisfied
with
attempt
Not
satisfied
with
attempt
Product description and current market conditions S NS
Marketing strategies and innovative marketing approaches S NS
SWOT analysis S NS
Citations and the Reference list S NS
Supporting items S NS
Spelling, grammar and written presentation S NS
Positives: Through this research I have understood the present business
environment in Australia for the tech companies and have also gained
some important knowledge about the role of intermediaries, competitors
and customers in building and diminishing a brand reputation. It have
provided me some valuable insights into the different challenges that a
company could face. I have also learnt about some marketing strategies
that could be utilised in my future career.

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Challenges: I have found difficult in finding journal articles and the
reports that go with the tech company like Evebot, particularly for a print
pen product. There are very limited source. I have also found difficulty in
maintaining the given word ,limit.