The paper “ C-Kayak Australia Pty Limited - Marketing Objectives, Target Market and Positioning, Approach to an Appropriate Marketing Mix” is a convincing example of a case study on marketing. C- Kayak Australia Pty Limited is an Australian Kayak company; it is a market leader in its niche. The company mainly deals with the promotion and selling of kayaks in retail markets in the industry. C- Kayak has managed to stay competitive in its niche because of providing its customer base with a wide range of products that are also affordable.
SWOT analysis reveals that despite the weaknesses and threats facing the company, C- Kayak has more strength such as its position in the market and many opportunities including increasing its product varieties and further customizing them to address different market targets. C- Kayak has also gained from the growing market as well as the shifting customer focus toward more environmentally savvy products. More so, the core segment is also focusing on becoming physically fit and hence forming the basis of the company’ s success in its niche. This market plan focuses on the creation of market objectives, analysis of the current market mix and recommendations based on the existing framework. Marketing objectivesThe key market objectives of C-Kayak in the 12 months period areas identified below: Ensure market sustainability- This is an important objective amidst increasing competition from existing and new kayaks distributors in the country.
It is expected that the kayak industry will grow in the next few months because of the economic advantages offered by kayaks; they are cheap and not costly to operate as they do not consume fuel. Maintain market leadership – This is an important objective for C-Kayak as competition intensifies, the company will, therefore, concentrate on reorienting itself to the existing market as global competitiveness grows. Grow market share by 20 % within 12 months- This is an ambitious but imperative objective of C-Kayak, through effective strategies, the market share can be increased substantially through the recommended strategies (Ranchhod, Gauzente & Tinson, 2004). To become the most trusted and known brand in the industry- This objective can be achieved within the next 12 months by putting mechanism and strategies in place that will not only boost the sales of kayaks in the industry but also ensure excellent strategic positioning in the minds of the consumers in the industry. Target Market(s) and positioning The target market segment is the age group of 20-60 years of age; the lucrative sub-segment is the 40-60 years old people.
The rationale for this statement is mainly because this segment is more interested in keeping fit; they also have the money to spend on leisure and exercising activities as compared to younger demographics. More so, the target market segment incorporates people living near bodies of water, this is important because such people within this demographic have a higher likelihood of purchasing fishing vessels such as kayaks (Stole & Livesay, 2007). Demographic, psychographic and behavioral segmentationPsychographic and behavioral segmentation approaches that will be employed in this case are as follows.
Psychographics analysis will focus on the values, attitudes, interests, and lifestyles of the target demographics. A careful study of what these people value, such issues include cost aspects, their hobbies, and interests (Libman, 2006). A number of old people from age 40-60 enjoy relaxing activities such as fishing, swimming, and jogging.
This is important for them as they keep fit and maintain their health. This sub-segment also has adequate money to spend because most of them have old children who have left home to establish themselves elsewhere and commence a new life. This consideration means that this demographic has the money to spend on other leisure activities and hobbies. The sub-segment of 20-39 is in their active life period but differ in priorities with the 40-60 years market segment (Loibl, Diekmann, & Batte, 2009).
They are more concerned with long term investment and also have limited resources to spend on leisure. However, some sections of this sub-segment value leisure time and hobbies and will, therefore, spend money on buying a fishing or other leisure equipment. Based on this information, the identified customer segment is 20-60 years where the sub-segment of 40-60 is expected to be a more lucrative segment because of their current lifestyle (Temporal, 2002).