Irobot Company

Topics: Marketing, Product differentiation, Market segmentation Pages: 17 (5444 words) Published: March 26, 2013
g 1.0| Executive summary| 2|
2.0| Situational Analysis2.1. Political factors2.2. Economic factors2.3. Social factors2.4. Technological factors| 3-6| 3.0| SWOT Analysis3.1. Strengths3.2. Weaknesses3.3. Opportunities3.4. Threats| 7-9| 4.0| Marketing Objectives| 10|

5.0| Targeting and Positioning5.1. Targeting5.2. Positioning| 11-14| 6.0| Marketing Strategies6.1. Product 6.2. Price6.3. Place6.4. Promotion| 15-19| 7.0| Implementation and Control| 20-21|

8.0| Conclusion| 22|
9.0| References| 23|
10.0| Appendix| 24-27|


iRobot Corporation designs, manufactures, and sells a variety of robots include floor vacuuming robots, pool and gutter cleaning robots. Our marketing objectives are to continue to strengthen our brand, which is to continue having advertisement to increase band awareness in the market, to have high market shares of 20% rather than 11.67% by December 2012, which we believe this product Cleany will very much contribute to the increase in market shares, and to have market expansion in different parts of the world. Our new product is the robotic dirt eating machine. It is called Cleany. It is served as a vacuum cleaner, as well as a scrubber. When the floor, sofa or bed has dirt, Cleany will help clean them up. It is round in shape and it has no sharp ends. This product is very convenient to be used. It ensures safety and cleanliness. Moreover, this product is environmental friendly, it uses solar energy to charge its battery. Our packaging focuses on the protection of the product. We use thick polystyrene to wrap our product. We want to make sure it reaches our customers doorstep without any damages. Cleany is a good quality product. It performs well and it’s durable. Irobot plans to use price skimming as our pricing strategy. From time to time, discounts of 15-20% will be given so that customers with lesser income distributions can also purchase Cleany. The budget allocated to advertise Cleany through television, radio, magazines, and newspaper, to give sponsorship and to create event to create brand awareness in the market is RM 662,000.

2.1. Political Factors
Tax charged by government to irobot varies from different countries. The standard corporate tax rate in Malaysia is 25% since 2009, while resident small and medium-sized companies (i.e. companies capitalised at MYR 2.5 million or less and not part of a group having a company exceeding the above capitalisation threshold) are taxed at 20% on the first MYR 500,000, with the balance taxed at the 25% corporate tax rate. (, 2009-2012) But according to our financial position, tax does not very much affect our company. Employment law

The legal/political aspect is very important in global marketing. "International law" can be defined as rules and principles that states and nations consider binding upon themselves. (FAO Corporate Document Repository, 2009) There are employment laws that we need to abide to. For example, we are not allowed to hire child labour in our workplace, we are supposed to grant our employees leave and benefits. Our employees have the right to take sick leave when they are not feeling well, we need to pay our employees extra if they are working overtime. This law has widely opened the eyes of our company. It somehow affects our company because now we know how the employment law works and how to make decisions accurately.

2.2. Economic Factors
Economic growth
MIER downgrades 2011 GDP growth rate to 4.6 percent year-on-year. For 2012, MIER revises the GDP growth forecast to 5.0 percent. (Suzy, 13 October 2011) Malaysia economic grows from year to year and in 2012, It will probably grow up till 5.0 percent. During economic growth, customer’s disposable income will increase, and therefore, they have more money to spend now. This factor will most probably increase our company’s sale and cause irobot...
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