The paper "Segmentation Targeting And Positioning Strategy For The Google Glass " is a great example of a Marketing Case Study. Google Glasses are a wearable computer with a head-mounted display (HMD) developed by Google. They display information in a smart-phone like hands-free format that can connect to the internet through natural language commands. The glasses resemble a pair of normal eyeglasses where the lens is replaced by a head-up display. Weighing 8 pounds it is noted that currently lighter than normal pair eyeglasses. The product is available in the United States for $1,500.
These glasses have the ability to take photos and record at least 720p HD video. Additionally, while recording, a recording light is displayed above the eye but this cannot be noted by the wearer. Google Glass offers many functions which include mapping, recording photos and videos with the ability to stream live what one is looking at, internet searching and language translations, all at a voice command. Google glasses This device does not interfere with whatever one is doing. On the side it has touchpad control, on its top; there is a button for shooting photos and videos with an inbuilt camera.
There is also a small information display positioned above the eye, out of the line of sight and therefore there are no chances of interfering with the sight and activities of an individual. It also has multiple radios of data communication, a speaker, a microphone, and a gyroscope so that it can tell the position and orientation of the wearer all the time. Finally, the glasses have audio output to the right ear only. The user is supposed to cut the hand over the ear and the glasses temple to amplify the sound.
The titanium frames which are used to make the glasses are very comfortable and very light. In the meantime, plans are in place to make glasses for those clients who have prescribed glasses. This will mean that there will be Google glasses with a lens like those prescribed by doctors for those clients who have eye problems. It entails that, these are glasses which can be used at all the time and by everybody including those of are glass wearers at the moment. Literature review To successfully enter the target market, getting the right STP, segmentation, targeting and positioning of the products is of great importance (Weinstein 2006).
It is worth noting that, products and services are not one size fits all variety and therefore following a structured process will allow the company to tailor their products and services they are offering to the customer. This is the main reason why products STP are very important (Jaman 2012). The strategic marketing planning process from the set mission and vision statements to the selection of target markets.
To have a specific marketing mix and positioning objectives for the products and services an organization is offering can never be compromised. Choosing the value, an organization segments the market, selects the appropriate market target and then develops the offer’ s value positioning (Hunt & Arnett 2004). This means that, in strategic marketing, the formula of segmentation, targeting, and positioning is of great importance.
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