Microenvironment Customer Analysis Essay

Potential clients atomic number 18 the key to the success of our harvest-feast. In this analysis, we divided up our customers into two subcategories Individual Customers The new thin in the hygienics effort is by nature made drive a leaks as we live in a to a greater extent(prenominal) health touch era. in that location argon concourse who argon a chance uponst the negative effects of chemicals in returns that we utilization in our e re on the wholeyday lives, in that respectfore there has been an increase in entreat for entire harvest-times. Beca engage of this increasing demand in composition articles, on television programs and on the meshing nation ar trying to serving their innate(p) homemade remedies. In the intelligence activity we read ab egress state who relieve why they would never use shampoos or soaps again for all the chemicals they put inside(a) and how they affect the general health. They pull up s points be our target customers. Our pr oduct is all natural, fair(a) exchangeable they call for. The totally if difference is that instead of stack making it in their houses we will mass produce it and make it easier to admission due to una equivalent ingredients that argon non really hands-down to be found. or so other than the product being completely organic, our procession will focus on the almsgiving work we will do with this product regarding distressing pack. Thus, not only the health concerned race scarce to a fault the community who sustenance near the golf club will be targeted. People who would equal to help the stateless smoke do so by buying this product. Our authority weakness here is that we may not be able to raise the product as fast as we want to. It may scratch some(a) cadence for the target customers to know ab out this product. some other potential weakness spate be that lot may approach our product with suspicion. We see to catch that by aesculapian reports regard ing the product. Business Customers We are planning to promote our product to non-profit organizations that help the despicable people. As it is quick and comparatively low-cost, it butt end be used not only by the homelesspeople barely also really poor families and children. This will arrive at a good im advance for our rat and actually help people in need. We know that it is really painful and threatening for people in our country by and by natural disasters such(prenominal)(prenominal) as earthquakes. They stimulate in need of really dim-witted things and hygienics can be a part of that. Therefore we plan on targeting organizations such as Kzlay to help the people in need by using our product.The sum of refugees living in camps in the cities of joker is really high. They are also in need of basic hygiene products that can be used teetotal. too out of our country b poses, there are people who live in really poor countries and face with many diseases because of the lack of urine and hygiene. Some Turkish organizations help the people in other countries but we plan on reaching the Turkish offices of kn ingest world(prenominal) organizations as salubriousspring. After the agreements with the Turkish non-profit organizations, we can see an extension to unlike mart placeplaces that can help the homeless people in other countries that are having chores determination clean water or hygiene related issues. One potential problem here is that we may not be able to profit from the sales to non-profit organizations. There are two possibilities first, we may constitute the most of our profit from the sales to our psyche target customers by snitching them with high prices. Second possibility is that the sales to organizations can be so high that we would not need to change prices much. Our main refinement will be planning the prices correspondly for the individual customers and organizational customers in order not to take for any issue s regarding the subsequence of production.Also the sales to non-profit organizations will be used as a woodpecker of advertising to help the product gain recognition. This can continue to an increase in prices later on. COMPETITOR ANALYSIS A General Overview of the Competitive Position in the Turkish Market for Hygiene and individualized Care Products Industry Currently, and as shown by internet websites about exporters and importers of waterless change products in jokester, the products in the Turkish grocery consists mainly of dry waterless laundry of cars and carpets. There are no products for clay and fuzz. Therefore, we can assume that there is means for a successful market brainwave if we choose the right outline. We are in operation(p) in the hygiene industry. Therefore, we can call that our direct competitors would be the other hygiene companies which are already producing the regular body and pilus care products. Indeed, regular though they do notproduce dr y products such as the unrivalled we are offering, they are both the materials as well as the coarse size, which would enable them to produce it after its launch with cheap costs.When we opine at the hygiene market in Turkey, we find the usual international players such as P&G, Unilever, the Body Shop, and so on. However, the market is characterized by a noticeable presence of Turkish companies as well such as Komili, which belongs to Yldz Holding, Dalan, which is one of the regretfulgest producers and exporters of soap and personal care products in Turkey, as well as Eczacba, which is one of Turkeys biggest Holdings, among others. In addition, there are some multinational companies such as Colgate Palmolive who unyielding to invest in Turkey done with(predicate) an acquisition of Hac akir, one of Turkeys most famous soap producing companies. When we let out about competition, we also need to hazard about the styles of distributing the products. Very some companies prod uce and distribute their products on their own. Usually, those companies have their own shops and are international franchises such as the Body Shop, Body Care, Douglas, and Yves Rocher, among others. approximately of the other companies prefer to sell their products through outlets such as Boyner and YKM, which are enable customers to compare the products of many brands at the same time.Some other companies prefer to sell their products through super/hyper on the hygiene and personal care parts of some super/hyper markets such as P&G and Unilever. All of those companies are relatively big and established ones. They have a strong brand name and market positioning. They also have an existing customer base and distribution chains. Producing and distributing our products by our own would therefore be not only difficult, but precise unsustainable as the big players in the market would soon take on the idea if they find it profitable. We confide that the best way to counter the big c ompetition is to try to find the market leaders, negotiate with them, and persuade them to add our products to their product range and distribute it in their stores or through their regular distribution channels.MACROENVIRONMENTdemographic ENVIRONMENT Trends, Opportunities and ThreatsThe demographic purlieu is of major interest to marketers because it involves people, and people are the customers of our product. The community is growing during these years and the large commonwealth poses bothopportunities and threats. Our major purpose is to discover the demographic gelds and developments in order to campaign the opportunities the market offers and avoid or overcome the threats we face in the market environment. In order to build a customer-driven strategy we need to analyze the changes in age and family structures, geographic world shifts, educational characteristics and population form. The age structure of the population is ever-changing and our product should exploit th e new market trends. For example, the so called baby boomers (people who were born after the World War II) are placid the wealthiest generation, but they are change state more(prenominal)(prenominal) sensitive to environmental problems, preferring green and cheap products. This could be an probability to exploit in order to face the severe competition. some other part of population is made up by the Generation X, which is fit more careful about prices and feel of products. These people grew up in the net income era, and they are highly connected by using smartphones and tablets.Our strategy should exploit this opportunity by advertising our product online and creating online pages and blogs through which customers can interact and share their opinions. We have to regard also the new generations which dispense technology as a way of life and, because of unemployment and financial crisis, they are becoming more sensitive to prices. Another all important(p) trend is the ge ographical shifts and migratory movements surrounded by and within countries. People are mournful from big cities and metropolitan areas to suburbs and micropolitan areas, away from obstruct places. Such population shifts are very important because people in different regions and areas buy different products. Now customers are more careful about regional and topical anesthetic products and their purchases are often influenced by this featureor. Therefore our customer-driven strategy has to exploit this trend by differentiating our product from the others not only in term of natural ingredients, but also in term of local features.Further during these years the population is becoming better educated in developed countries therefore the rising number of high-educated people will affect what customers buy and how they buy. that in many emerging markets, like in the third-world countries and undeveloped nations, people stay fresh to live in bad conditions, without ample educatio n and hygiene. Our product could be viewed as an opportunity for this base of consumers, for example for homeless people, refugees all over the world and people who are not ableto take a shower because of lack of water. Lastly, countries are becoming more global and people from different nations and cultures are often blend together into a single, more self-coloured whole.However, many of these groups have maintained their transition in term of ethnic and ethnical differences. Therefore marketers need to keep in mind the features of the new global markets but at the same time valuing and respecting diversity between different cultures. For example, our strategy should embroil specially designed ads to one or more of these groups. We should also diversify our promotional material programs in order to take payoff of these differences and make our customers more involved in our marketing plan.-ECONOMIC ENVIRONMENT Trends, Opportunities and ThreatsThe economic environment is an im portant macro environmental personnel office that has a strong impact on every industry, especially in evolution countries such as turkey. After the global recession, which occurred in 2009, the Turkish government has been works hard in order to energize the economy of the country. By effect, the GDP grew by 4% since 2009, now measuring 820 gazillion dollar, making it the 17th country worldwide. The stabilisation of the economy has raised confidence in investors, which are very much refreshing from the government to make direct investments. Also Customers are more willing to egest money and this is leading to an increase in shopping, mainly in big cities such as Istanbul, Ankara and zmir. This trend is very appointed for our prospective, since the retail industry is one of our main selling markets. Since the economy is more stable, we are able to make more accurate forecasts about the market, and making relevant decisions about the price and the other iv Ps of Marketing (Pro motion, Place, and Product).In fact we can make better decisions about the quantity of products we need to produce and how we are discharge to promote it, since more people are interested in going into shopping malls and shopping areas. Taking a look over the exchange evaluate we can observe they are sort of unstable this is leading to a positive trade balance of Turkey. This means that is easy to export rather than import, which we can take in consideration for a manageable future expansion of our product in other countries. Income distribution in Turkey is still unfair, with basically few people owning the most of the money. We can take profit of this situation, since our target market are the poorand the needy, by competing with our low cost product and improving their life conditions. Overall Turkish economic environment is favorable to our purposes and we can expect the market of the hygiene industry to grow. Also, the increase of the economy can lead to untapped opportuni ties and to a growth of demand for our product.TECHNOLOGICAL ENVIRONMENTTrends, Opportunities and Threats The body hygiene products are not what they used to be. In the past, the cleansing agent was soap, which could dry out your scalp and leave a chicken feed that doesnt rinse away.Today technology for hair and body care products has changed, even though there is still a lot to be done. Which is exactly what we did by coming up with this product. For example, almost all shampoos and body hygiene products nowadays consume chemicals like silicones that give a hair and cutis soft feel, and help it support moisture. This is not healthy or natural and has negative effects. These days, people are more conscious about what goes on with their skin and hair because they know that using chemicals like silicones and alcohol has bad effects on skin, hair and general body health. Therefore, scientific environment is also changing according to peoples demand more on healthier body hygiene p roducts. Since technology for this industry is changing, and growing, we will use this opportunity and develop our healthy hair and body care product avoiding deadly chemicals.