Marketing Fundamentals MRKT11029: PrintPen Portable Printer Analysis

This report provides a comprehensive marketing analysis of the PrintPen portable printer, examining its product description, current market conditions, and potential. The analysis delves into the macro and micro environments influencing the product's success, considering demographic, economic, technological, and cultural factors. It outlines marketing strategies, highlighting the device's portability, printing capabilities, and low maintenance costs. The SWOT analysis evaluates the device's strengths, weaknesses, opportunities, and threats, providing a strategic overview for market penetration. The report also includes a detailed reference list and citations to support the analysis, offering a thorough assessment of the PrintPen's market viability and potential for growth within the Australian market.

Marketing Fundamentals
Marketing Analysis for PrintPen: Portable Printer for all Materials and Surfaces

Table of Contents
Product description and current market conditions.........................................................................3
Marketing strategies and innovative marketing approaches............................................................5
SWOT analysis................................................................................................................................6
Citations and Reference List..........................................................................................................10
Appendices....................................................................................................................................12

Product description and current market conditions
PrintPen is considered as one of the widely used and handiest tool that is used by people
in everyday lives. However, the use of PrintPen could be used in everyday lives in order to bring
in better standards of printing, which would also be limited to a standard size of paper. With the
rapid expansion of the handheld device and a pocket-sized printer, it further allows for the
transfer of new ideas from a single person’s head to anywhere in the real world at anywhere and
also at any time (PrintPen: Portable Printer for all Materials and Surfaces, 2019). The design and
use of the PrintPen device could allow the user to print over a wide range of surfaces and
materials. The handheld printer device would need to be remain connected with a computer
through a wireless mode of communication and would have a minimal weight.
The macro environment would have a significant impact over the success for different
campaigns of marketing. Hence, the factor presented within these environments should be taken
under an in-depth consideration. Based on the consideration of the factors based on the macro
environment, it would also help in strengthening the campaign of marketing and improve the
reputation of the product in the future. There are six different factors, which are generally put
together under a common term and which could be considered as beneficial for understanding
the beneficiaries of the product (Mylonaki & Tigas, 2018). These are: demographic, economic,
natural, technological, political, and cultural. Some of the most important forces that could put an
impact over the marketing for PrintPen are: demographic, economic, technological and cultural
factors.
The first macro environment that would be considered is demographic. These would refer
to the various market segments based on age, ethnicity, household lifestyle, cultural movements

and characteristics and education level (Yan, Yuan & Chen, 2018). In this regards, it can be
discussed that the people in Australia who would make use of the services offered by PrintPen
would need to understand the product, their working mechanisms and the easefulness for using
the product.
The economic conditions would have a major impact over the product that is being
developed by the organization. The decision making process of the consumer would also majorly
depend on the economic factors. However, the PrintPen product is costly in nature, which might
take difficult for students to purchase (Luchs, Swan & Creusen, 2016). However, business who
have a high turnover rate could easily purchase the product and make use within their businesses.
The technological factors could be considered under the third macro environment.
PrintPen is an innovative product, which has completely redefined the market based on their
exclusive benefits. Trustworthy suppliers and experiences from past production have helped in
defining the usefulness of the product in the competitive market. The new innovative technology
of PrintPen would majorly help in attracting the customers in making use of the technology.
Different cultural and social forces make an impact over the organization. Review over
the product would be given by the customers and businesses who would make use of the
PrintPen device (Rivera et al., 2014). Services offered by the product would be evaluated by the
customers and hence the product would be highlighted in the growing market.
On the other hand, the micro environment could be defined as the environment, which
would have a direct kind of impact over the business. The actors present within the macro
environment would be able to serve their customers in the best possible manner. The most
important factors, which should be considered with the product development and impact are

suppliers and customers. The suppliers would be able to majorly contribute towards the success
factor of the business (Goyanes et al., 2016). They would be able to bring in new strategies based
on bringing in new improvements and changes within the existing product after reviewing the
aspect of the business. The customers are the people who would purchase the offerings of the
company only after a primary use of the product. These customers should have a strong reason
for purchasing the product (Hossler & Bontrager, 2014). In this case, the suppliers or makers of
the PrintPen product should have a strong sense of advertisement and thus spread awareness
among the customers. This would help the product to propagate among the customers and thus
lead to the success of the business.
Marketing strategies and innovative marketing approaches
PrintPen is considered as one of the most important business solution that would be made
use by the customers and the businesses. The design features of the PrintPen includes a portable
and lightweight model that would fit for both indoors and outdoors. The best form of design
would be made with the help of the PrintPen device. The PrintPen would allow users for printing
on any kind of material (Kietzmann, Pitt & Berthon, 2015). Some of the materials through which
the printer could glide include ceramics, glass, textile, paper, leather, skin and wood. The
PrintPen also possesses the capability to print on any kind of surface that includes rough,
textured surface or uneven surfaces. Thus, users could make use of the device to print on any
kind of surface. The PrintPen device is pocket-sized and has a smooth design. This further
extends the possibilities to create innovative designs by customers and thus helps businesses to
create possibilities.
Based on understanding the different features offered by the PrintPen device, it can be
understood that there would be a high competition in the growing market. The market condition

is stable in order to penetrate within the market. PrintPen can be discussed as a new product
within the market and can be understood as a portable printer, which can print any type of
surfaces and materials (Baltes, 2015). A rigorous marketing technique would also be suitable to
grow in the market. The PrintPen The product is sold in the local market and also on an
international basis. One improvement that could be sought within the consumer demands and
advancement in the field of technology. Hence, due to a high level of advertisement, a worldwide
shopping would also be considered.
The primary places in which the PrintPen device could make a major impact over the
customers. Hence, the most important customers within the market includes the homes, schools
and workers who would live in the middle class. The microeconomic segmentation that would be
defined for PrintPen would be able to cover the international market. There are many kind of
international market, offices and business operators that would require the PrintPen device for
branding and supplying of products (Yaoyuneyong et al., 2016). Hence, the company would
have to satisfy the goals of the market and customers for progressing in the growing market.
SWOT analysis
The PrintPen device should possess an effective form of marketing strategy that would be
discussed in the form a SWOT analysis. The use of SWOT analysis would be able to evaluate the
overall strengths of business, their weakness, opportunities and conditions of threat within the
current conditions of the market.
Strengths Weakness
 Portability
 Printing capability of any material
 Durability
 Low Maintenance costs
 Innovative market with low
advertising capabilities
 High costs of manufacturing of the
device
Opportunities Threats

 Availability of online marketing
platforms
 Uniqueness of the customers
 Promotion platforms are available
based on advertising.
 Stiff competition from other producers
 Political barriers in international
market

Strengths
The four important strengths are:
1. Portability – The device is printable in nature and thus can be carried by all persons in
order to make use for their personal purposes.
2. Printing capability of any material – The device can be used for printing on any kind
of materials. They are thus used for printing on any kind of materials that would be suitable for
the customers (Shabanova et al., 2015).
3. Durability – The device is highly durable in nature and thus it would not break if
dropped. The design of the device is extremely handy in nature, which would suit the customers.
4. Low Maintenance costs – The device would have an extremely low cost of
maintenance. The spare parts of the device are also low in cost and thus can be easily purchased
by the customers.
Weakness
The weakness of the PrintPen device are:
1. Innovative market with low advertising capabilities – As the PrintPen device is new
to the market, hence it would require a high form of advertisement strategy that would be helpful
to reach out to the customers. Hence, the lack of a proper form of advertisement strategy would
be considered to be helpful in nature to reach out to customers.
2. High costs of manufacturing of the device – There would be a high cost that would
be incurred for manufacturing one form of a printing tool (Nyandoro & Mahleko, 2015). Hence,

the manufacturing costs would be able to force the company to get high form of returns in a short
term period.
Opportunities
The opportunities of the PrintPen device are:
1. Availability of online marketing platforms – There are many online marketing
platforms, which are not aware of the new product. Hence, the business would have a huge
opportunity to showcase their products through the online platforms.
2. Uniqueness of the customers – The product would be extremely unique in the minds
of the customers and thus they would purchase the product and make use of the service.
3. Promotion platforms are available based on advertising – There are many
promotion platforms that could help the product to be advertised in the growing market
(Dumitrescu & Tanase, 2016). Hence, proper level of advertising would be helpful for the
customers.
Threats
The threats of the PrintPen device are:
1. Stiff competition from other producers – There are different competitors in the
market for the PrintPen device (Zulkarnain, Wahyuningtias & Putranto, 2018).
2. Political barriers in international market – There might be a political resistance
from various parties who would involve themselves in resisting the advertisement for the
product.

Citations and Reference List
Baltes, L. P. (2015). Content marketing-the fundamental tool of digital marketing. Bulletin of the
Transilvania University of Brasov. Economic Sciences. Series V, 8(2), 111.
Dumitrescu, G. C., & Tanase, I. A. (2016). 3D printing-a new industrial revolution. Knowledge
Horizons. Economics, 8(1), 32.
Goyanes, A., Kobayashi, M., Martínez-Pacheco, R., Gaisford, S., & Basit, A. W. (2016). Fused-
filament 3D printing of drug products: microstructure analysis and drug release
characteristics of PVA-based caplets. International journal of pharmaceutics, 514(1),
290-295.
Hossler, D., & Bontrager, B. (2014). Handbook of strategic enrollment management. John Wiley
& Sons.
Kietzmann, J., Pitt, L., & Berthon, P. (2015). Disruptions, decisions, and destinations: Enter the
age of 3-D printing and additive manufacturing. Business Horizons, 58(2), 209-215.
Luchs, M. G., Swan, K. S., & Creusen, M. E. (2016). Perspective: A review of marketing
research on product design with directions for future research. Journal of Product
Innovation Management, 33(3), 320-341.
Mylonaki, D., & Tigas, P. (2018). Unravelling A Regulation Machine. A Peer-Reviewed Journal
About, 7(1), 86-98.
Nyandoro, A., & Mahleko, B. (2015). A SWOT analysis of mobile electronic banking: the
Zimbabwe case. International Journal of Electronic Finance, 8(2-4), 218-238.

PrintPen: Portable Printer for all Materials and Surfaces. (2019). Retrieved 23 December 2019,
from https://www.kickstarter.com/projects/1874428722/printpen-portable-printer-for-all-
materials-and-surfaces?ref=discovery
Rivera, M. B., Håkansson, C., Svenfelt, Å., & Finnveden, G. (2014). Including second order
effects in environmental assessments of ICT. Environmental Modelling & Software, 56,
105-115.
Shabanova, L. B., Ismagilova, G. N., Salimov, L. N., & Akhmadeev, M. G. (2015). PEST-
Analysis and SWOT-Analysis as the most important tools to strengthen the competitive
advantages of commercial enterprises. Mediterranean Journal of Social Sciences, 6(3),
705.
Yan, X., Yuan, J., & Chen, G. (2018). Applications Analysis of Paper-Based Color 3D Printing
in the Map Industry. In Applied Sciences in Graphic Communication and Packaging (pp.
377-383). Springer, Singapore.
Yaoyuneyong, G., Foster, J., Johnson, E., & Johnson, D. (2016). Augmented reality marketing:
Consumer preferences and attitudes toward hypermedia print ads. Journal of Interactive
Advertising, 16(1), 16-30.
Zulkarnain, A., Wahyuningtias, D., & Putranto, T. S. (2018, March). Analysis of IFE, EFE and
QSPM matrix on business development strategy. In IOP Conference Series: Earth and
Environmental Science (Vol. 126, No. 1, p. 012062). IOP Publishing.

Appendices
 Part A. Self-evaluation
 MRKT11029 – Marketing Fundamentals
 Second Assessment
 Self-evaluation document
 Student name: _________________________________________________
 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 – There have been a major understanding over the micro and macro environment for
the business of the PrintPen device.