Customer needs
Some of the significant benefits of the e-wheel chair include the fact that it is powered, a feature that enables users to move independently from one place to another. Besides, the e-wheel chair has back-bag that can be turned to the side for users to remove their belongings. The e-wheel chairs are therefore designed in a manner that they can effectively meet the consumer needs (Chien, 2014). Besides, the products give the users a chance to be independent, a feature that enhances their self-esteem. Furthermore, the products are meant for people from all walks of life irrespective of their sizes, ages, and weights. To reach a significant market share, the company will have a website through which it will conduct marketing. To enlighten most people on the product features, it is important to understand that customers will get to learn more about the products through the company's blog (Cunha et al., 2015). Moreover, the company will further market its products to different institutions such as medical companies, airports, big restaurants among other critical areas.
Current and/or potential customers and Market Research
The E-wheelchair will target handicapped people from either illness or birth defect or different kinds of accidents. As mentioned earlier, the target market will include people located in the US but intends to expand further in future to other countries to benefit from the international market. About 1.6 million people are permanently disabled in the US, and such individuals can be reached using different strategies (Cunha et al., 2015). Moreover, the E-wheelchair market is expected to grow further and hit over 4.48 billion by 2020, hence indicate an enormous potential for the business (Transparency Market Research, 2015). However, the most important niche that will be targeted in by the company includes individuals who are permanently disabled, which mostly include people ranging from five to eighty years of age. It is worth understanding that most of the target people in the country earn about $15,000-$24,000, and only a few individuals receive over that (Chen et al., 2008). However, most people that fall into the class experience low education level hence only a small percentage will fall in the working class.
Marketing Mix
Place
For the few years of operation, the business will restrict their functioning within the US after which it will expand to the international market. Some of the target places include airports, medical centers, and hotels.
Promotion
The company seeks to utilize different promotional strategies like billboards, online platforms, hospitals, nursing homes advertisement among other critical areas. This will allow the company to meet a huge percentage of its potential consumers in the US market, a feature that will promote brand recognition (Londhe, 2014). Moreover, to encourage more people to buy the e-wheel chair from the Everyone Walks, the company will offer a one-year warranty on their products. To get access to a large market in the public arena, the company will be forced to utilize television commercials although such promotions will be regulated for cost purposes. Trade shows will only be limited to the first two weeks of operation to get brand recognition into the market. Therefore, the promotional budget will be very high in the first month of operation as compared to the rest of the year.
Pricing
The company appreciates its consumers and seeks to meet their needs in the most efficient way possible. Therefore, based on the market research, the price of the e-wheel chair will range from $150-$160 based on size for it to be affordable to everyone in the market. However, for profitability purpose, the company will be expected to raise the price of e-wheelchair in the coming years for sustainability purposes.
Distribution
For ease of delivery, Everyone Walks Company will be forced to distribute its products to the different target companies in the areas from where they will be retailed. However, for ease of sale, the company will also have an online store from where consumers can purchase the product, which will be distributed within two business days.
References
Chen, X., Chase, J. G., Wolm, P., Anstis, I., Oldridge, J., Hanbury-Webber, W., & Pettigrew, W. (2008). System identification and modelling of front wheel drive electric wheelchairs. IFAC Proceedings Volumes, 41(2), 3076-3081.
Chien, C. S. (2014). Design and development of solar power-assisted manual/electric wheelchair. Journal of rehabilitation research and development, 51(9), 1411.
Cunha, R. B., Mendes Marra, G. G., Brito, P. P., & Santos Vimieiro, C. B. (2015). Development of an Adaptive KIT for Wheelchair Turning it into an Electric Tricycle. Applied Mechanics & Materials, (775) 98-102
Londhe, B. R. (2014). Marketing Mix for Next Generation Marketing. Procedia Economics and Finance, 11, 335-340.
Transparency Market Research, (2015). Electric Wheelchair Market – Global Industry Analysis, Size, Share, Growth, Trends and Forecast 2014- Retrieved July 24, 2016, from http://english.alarabiya.net/en/perspective/features/2016/04/26/Full-text-of-Saudi-Arabia-s-Vision-2030.html
