Paper Example on Walker Mower Tries to Gain Competitive Edge in Market Dominated by Big Brands

Introduction

Competition is common in any business. Walker mower tries to gain a competitive advantage in a market already dominated by big companies.

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Brand competitors

The brand competitors include Honda Company, which is regarded as the number one company with best mowers followed by Briggs and Stratton. The company that faces head-on head competition with Walker mower is Toro (Milisavljevic, 2013). One of the things that cause differences in the market position between the three companies in the technologies used by the lawnmowers and also the target market in which they operate.

Product competitors

The product category is machinery. Most of the brand competitors' deal with the same product, but what causes the difference is the variation of the technology used. For example, Briggs and Stratton are well known for their durable lawnmowers (Milisavljevic, 2013). Dealing with the same product is a very crucial thing since the company must always ensure that it meets the customers' needs and satisfaction in order to maintain customer loyalty.

Generic competitors

There is a lot of competition from other companies such as the transportation industries since they can use cranes, which can still serve the same purpose of cutting grasses of clearing the bush (Milisavljevic, 2013). So this makes Walker mower to come up with a state of art product that can be able to serve the same purpose but cheaper.

Budgetary competitors

The budget needed in the production of the lawn mowers is much lower as compared to the other companies which always have to invest more to be able to satisfy the customers. This, in turn, makes walker mowers cheaper.

Economic environment

Macro environment and microenvironment are two types of economic environments. They can impact a company both negatively and positively. Under the macro environment, there is demand and market size. In this situation, Walker mower faces a lot of competition, and this thus reduces the demand for its product (Milisavljevic, 2013). The best thing that Walker mower can do is to identify the weakness in their competitors and exploit them. The market size is still small since they do not operate on an international level.

Political environment

This type of environment is always critical for the success of the company. This is because when issues such as political warfare are witnessed, the businesses are affected hence making it hard to get maximum profits ("THE MARKETING MIX: A REVIEW," 2014). In some ways, when new leaders are elected, they might come up with different laws and regulations. This can greatly affect the operation of business because new taxation might be introduced on goods that are exported. This could lead to low turnout in business.

Legal environment

This is the critical environment in business. Walker mower is a manufacturing company that produces machinery that is used in grass cutting. The best thing to do is always to make sure that it does not pollute the environment. So it should comply with the set standards of the environmentally friendly product. They should also pay tax as that is a requirement in ensuring they are following the rules.

Primary target market

A lawnmower is a universal product that could be sold to anybody as long as he or she is above the age of being able to operate machinery. The following are the market segmentation of walker mower

Demographics

The lawnmower targets people who are above 18yeras. This is because they can make a sound decision, and operating the machines would not be a challenge.

Geographic

The product is not limited to any geographical boundaries ("THE MARKETING MIX: A REVIEW," 2014). People across the world can use it since the primary purpose of the product is cutting grass. Any person could order using the official company's website.

Behavioral

Most customers tend to buy goods based on the brand. Being a new brand, it is hard for customers to be able to trust this product. The other thing is the change in technology, which makes some customers prefer other products than others.

Product position

The product position is that it is a unique and cheap product. Compared to already established companies, Walker mower ensures that even customers with a very little budget can still afford the product. The other is ease of use. One does not need specialized training to be able to use the mower.

Product

Since the product is under machinery, it should be free from constant mechanical errors. This will ensure brand loyalty.

Price

The pricing of the product should be based on competitors. The product would be set a little cheaper to ensure that customers prefer it.

Place

Walker Mower spends part of its marketing strategies on both direct and indirect marketing strategies. Part can be attributed through the use of magazines dealing with gardening and flower farming, creating a product placement that appeals to both gardening enthusiasts and also experts in the floriculture industry (Walker Talk, 2019). The testimonials in these magazines attribute to the quality of these mowers, thus creating a brand identity that is preferred all round.

Promotion

Walker Mowers are known to be compact and portable, which means they are easy to use. Also, part of its promotion strategy is adding a personal touch whereby dealers have policies which boost customer relations, which turn creates customer satisfaction (Walker Talk, 2019).

References

Milisavljevic, M. (2013). Value-oriented strategic marketing. Marketing, 44(4), 299-309. doi: 10.5937/markt1304299m

THE MARKETING MIX: A REVIEW. (2014). ELK Asia Pacific Journal Of Marketing And Retail Management. doi: 10.16962/eapjmrm/issn.2349-2317/2014/v5i4-03

Walker Talk. (2019). Banking on his Walker. Walker Talk, 27, 1-20. doi:https://cdn2.hubspot.net/hubfs/432255/assets/downloads/walker-talk/walker-talk-volume-27.pdf