S. B. Cottone Inc Essay Example | Topics and Well Written Essays - 1750 words

S. B. Cottone Inc - Essay Example In this case, the firm has not enough capacity to capture all of these markets so that a target market in the segment is needed. A target market must have the potential to be viable customer. Target market of the firm are contractors in the construction business. This was principally selected due to construction developments in Scranton and the developers’ need for contractors in the construction business. Contractors are the first-line connection to developers. They are also considered specialist by developers so their expert advice is followed. Contractors’ profiles were compiled into a database of the company for the last twenty years for easy reference and follow up. Positioning is the market strategy of how company communicates to customers. Web defines it as â€Å"effort to influence consumer on a brand relative to a competing brand.† Purpose of positioning is to have an advantageous position to consumer. To start positioning the firm, has to know the needs of the target market, and understand why they need it, and its budget. Buyers’ needs are known through interviews, research and attending events such real estate openings. Based on this approach company has identified buyers’ needs as heating, ventilation, and air conditioning of rooms and building. Buyers go through a process (Linton, Ian, 2014) wherein the very first stage is recognition of a need. Needs of buildings are caused by standard requirements. Next step is the information search wherein buyer looks for sources to solve his need. Next is the evaluation process where buyer inspects different brands and offers – and evaluate it according it to product attributes and the ability of supplier to deliver. Process involves buyers’ high participation particularly if there are many proposals, and low if there is only one company to be evaluated. The last