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Internet usage has grown dramatically in the past 10 years. Today, 70% of US households are online, and this population is expected to grow to 95% by 2010. Due to the large percentage of households which are online, there is little customer differentiation in age, income, gender, or national origin. There are differences on the populations' primary usage of the internet; therefore, this plan focuses on meeting customers' needs based on a behavioral based customer segmentation.
The primary marketing strategy discussed in this marketing plan will be one of differentiation. By 2008, Encore will sell 400,000 units annually with gross revenues of $30M and a contribution margin of 52%...
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Common topics in this essay:
- Consumers?? Perception towards Internet Purchase in the UK
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