Market_Segementation

Electrify Gaming and Wi-Fi Zone Shanita Riddick Strayer University Marketing Management Dr. Franklin Gaillard Abstract The rapid growth of the Internet and online services has been witnessed worldwide as being the beginning of a long lived trend towards the economy built on the infrastructure of communication and gaming over the Internet. The potential growth of Internet use is enormous today to the point where a computer terminal with online connection is as common and necessary as a telephone. Electrify will be establishing itself as the first local upscale Internet socializing hub. Electrify will enjoy the advantages of name recognition and customer loyalty. The Internet and gaming has become a conversation piece in almost all social groups. People like to communicate their Internet experience with their friends, colleagues, and family which can be difficult to do in front of a computer terminal at the office or home. A comfortable place to gather and share experiences is becoming a real need. Electrify will provide its customers with full gaming and Internet access. Electrify will provide a forum for business people interested in sharing their Internet based ideas, a social hub for college students interested in sharing a beverage and gaming over the internet with friends, a place for seniors and retirees to gather and learn about the power of Internet and its communication methods, and a stopping point for business travelers in need of an Internet connection. Electrify creates a unique, innovative, and upscale atmosphere that will differentiate it from future social hubs. This is an environment that won’t intimidate the user. Electrify will position itself as an educational resource for individuals wishing to learn the benefits of the Internet and individuals wishing to experience relaxation through gaming. Electrify will be established as a community hub for socialization and entertainment. Electrify Gaming and Wi-Fi Zone Mission Statement and Introduction Electrify’s mission is to provide an atmosphere for individuals to enjoy gaming and communication using personal computers to access the Internet utilizing a Wi-Fi connection while socializing with others in a comfortable environment. Our relaxed upscale atmosphere encourages gamers and Wi-Fi users to be ethical and show courtesy towards others. We promote the adventure of gaming and present the capabilities of the Internet using state of the art computers and other technology. Electrify provides an environment for social networking to inspire and nurture the human spirit with easy to use products that incorporates advance technologies therefore capturing the market by catering to business professionals, college students , retirees, and seniors. Electrify strives to promote the hobby of electronic gaming in all its many facets for socializing with others near and far. Our goal is to bring the best personal networking experience to assist customers in reaching full potential by creating better lines of communication for gamers and social enthusiasts to continue sharing and pooling ideas, knowledge skills, and resources to promote the adventure of gaming and Internet communication. Marketing Segment For Electrify Gaming and Wi-Fi Zone Electrify will focus on consumer markets to gain a competitive advantage within the gaming and Wi-Fi segment. Electrify is faced with an exciting opportunity to be the first local gaming and Wi-Fi socializing establishment in the city of Elizabeth City, North Carolina with a population of 48,000. Elizabeth City has a college/university, a growing downtown business area, retirees and seniors in search of social groups to share experiences and build friendships through gaming and Internet accessibility. We will be targeting males and females between the age of 18 and 60. This age range draws off a combination of college students, business professionals, retirees and seniors. The business professional spend their days in meetings and nights with the family, and are in need of a sanity check in between. We will be targeting college students, retirees and seniors with a decent amount of disposable income and industry professionals with an income over $40,000. Electrify customers will be divided into two groups. The first group is familiar with gaming and the Internet and desires a progressive and inviting atmosphere where they can get away from the college campus, home, retirement center, or office. This group is made up of university students and business professionals. The second group is not familiar with gaming and the Internet. This group is made up of retirees and seniors. There are two large retirement centers in the downtown area and currently neither of them offers Internet access to their residents. The seniors represent growth for the Internet segment of the business. They will use the Internet to communicate with friends and family. The college students represent growth for the gaming segment of the business. High school seniors graduate every year with the desire to attend college. Electrify will be a breath of freshness to the college students after a day of lectures. In the beginning consumers were reluctant to using computers because of their knowledge base and the learning curve to become comfortable with using them. Now, consumers have increased their reliance on computers in all aspects of their lives from gaming, shopping, information gathering, sharing business ideas, to personal finance management. Consumers are spending more time gaming and using the wireless Internet because of the different levels of competition, ease of accessibility, and the social interaction. Target Market Electrify intends to cater to people who want a guided tour of Internet gaming and to experienced users eager to indulge their passion for computers in a social setting. Electrify will provide a social hub and entertainment for college students interested in playing strategy games on the computer with their friends near and far.. It will also be a meeting place for business professionals and a place for nearby seniors and retirees to gather and learn more about the Internet as a mean for communication. The student population will become an important part of the customer base because of the continuous growth as the university enrolls more students. Business professionals will view Electrify as a stopping point when on travel for a wireless Internet connection to check emails in a friendly atmosphere. These professionals will use Electrify’s personal computers to connect to the wireless network using a Wi-Fi connection. Electrify target market covers a wide range of ages from those who grew up around computers to retirees and seniors from local retirement centers. Electrify will conduct introductory classes to educate seniors on how to use the Internet to communicate with friends and family through all aspects. This will build customer loyalty amongst seniors and retirees that wouldn’t typically use the Internet service that Electrify offers. Eventually, the seniors and retirees may gain the desire to take advantage of the gaming that Electrify offers. The extraordinary rate of technological development creates a need for state of the art computers. Electrify will provide consumers with state of the art computers with Wi-Fi technology to connect to a wireless network and other amenities such as Bluetooth reader, finger print scanner, portable hard drives, and USB plug in for virtual gaming. Gamers will be able to play a fast–paced game with detailed graphics where split–second decisions mean a win or a loss (AdsByGoogle). Customers will have access to a wide selection of games that have limited availability elsewhere. Gamers will have the convenience of logging into their accounts from their mobile phones to play against competitors while on the go. We will also offer rentable laptops with a PC ExpressCard that sync with our state of the art desktop computer for gamers who travel so that they can continue to play while away. Industry professionals may prefer renting a laptop from Electrify instead of owning their own because technology is changing rapidly. Also, retirees and seniors can take advantage of the rentable laptops for the convenience of staying at home. The rapid growth of computer gaming and wireless Internet is the beginning of a trend towards an economy that is built on the infrastructure of the Internet. The potential growth of computer gaming and wireless Internet is un-measureable to the point that travelers will make this a part of their search criteria when they are planning vacations. Our growth is going to be dependent upon how quick we build customer loyalty and our ability to maintain the market once competitors enter the market. SWOT Analysis SWOT analysis provides Electrify with and opportunity to examine the company’s internal strengths and weaknesses that they may be faced with. It also allows Electrify to examine presented opportunities as well as potential threats. The chart below is a synopsis of Electrify’s discussion points for the SWOT analysis. SWOT Analysis Chart Strengths 1. Knowledge and friendly staff 2. State of the art equipment 3. Upscale social center 4. Clear vision of the market need | Opportunities 1. Growing population of daily Internet users 2. Social bonds fostered by new Internet communities | Weaknesses 1. A dependence of rapidly changing technology 2. Cost factor for keeping state of the art hardware | Threats 1. Rapid falling cost of Internet access 2. Competitors | Electrify strengths will help it succeed. These strengths include a knowledgeable and friendly staff, state-of-the-art computer hardware, an upscale social center and a clear vision of the market need. We have gone to great lengths to find people that love to interact with others, knowledgeable, and are eager to please the consumer. Our customer will have access to Wi-Fi and state of the art computer equipment that includes flat screen displays, central processing units that process information quickly, and fiber optic networking. When you walk through the doors of Electrify, you'll feel the technology. High backed mahogany booths with flat-screen monitors inset into the walls. Large round tables with displays viewable from above provide a forum for larger gatherings. Aluminum track lighting and art from local artists sets the mood. Last, but not least, quality cappuccino machines and a glass pastry display case provide enticing refreshments. Electrify knows what it takes to build an upscale gaming and Wi-Fi zone. We know the customers, the technology and how to bring the two together. Strengths are valuable, but it is also important to realize the weaknesses that Electrify must address. These weaknesses include a dependence on quickly changing technology, and the cost factor associated with keeping state-of-the art computer hardware. Electrify is a place for consumers to use the most advance technology that changes rapidly. We at Electrify know that a gamer is only as good as their hardware so the hardware has to be kept up to par. To dominate the market, Electrify must keep up with technological changes because this is a part of the puzzle that is going to keep consumers coming back for the best gaming and Wi-Fi experience that anyone can offer. Keeping up with technology as it changes is going to be very expensive. Electrify will have to balance the needs throughout the business to make sure that all resources are properly used to help the business prosper. Keeping everything balanced will help ensure that one aspect of the business is not being sacrificed for another. Electrify strengths will help it capitalize on emerging opportunities. These opportunities include, but are not limited to, a growing population of gamers, and the growing social bonds fostered by the new Wi-Fi communities. The importance of environments for gaming and socialization are growing as individuals start to enjoy the challenge that gaming offers and relaxation that the Wi-Fi zone offers. As the gaming population increase along with the desire to connect to the Internet, the need for the services that Electrify offers will increase. The ability to connect to the Internet using Wi-Fi will bring people from across the world together unlike any other medium of communication. Electrify can capitalize on this social trend because it provides a place for Internet communities to meet in person, while offering chat areas and other community programs that will help build customer loyalty. Threats that Electrify should be aware of include, the rapidly falling cost of Internet access, which could negate what they charge consumers, and emerging local competitors. The cost of Internet access for home users is dropping rapidly because of the bundle packages that cable and phone companies are offering. Internet access could become so cheap and affordable that consumers may not be willing to pay for the services that Electrify offer. Electrify will have to keep a close eye on their pricing to build customer loyalty and remain competitive. Competitors are on the horizon, and we have to prepare as best as we can for their entry into the market. Currently, several cities in the United States are taking on municipal Wi-Fi projects to offer city wide Internet access at a very affordable price and occasionally free (Daily Wireless Press. Our main focus will have to be building customer loyalty. Market Position For Electrify Gaming and Wi-Fi Zone Electrify will position themselves as an upscale socializing hub for premier gaming and Wi-Fi zone through Internet accessibility in Elizabeth City, North Carolina. Our customers will be able to communicate with family and friends locally or anywhere in the world while gaming and socializing while using the Internet gaming and communication. Students from nearby colleges and universities will use Electrify for gaming and entertainment, and a place to socialize and discuss the latest gaming news and Internet entertainment sites. Business professionals will use Electrify as a meeting place and a stopping point for mind stimulation after a long day at work and meetings. Retirees and seniors from the local retirement centers will experience the Internet and use Electrify state of the art computers to communicate with friends and family rather than talking on the phone. Electrify will build customer loyalty by making the seniors feel significantly more comfortable with using the wireless Internet and computing environment where the interaction of many activities take place. There will be programs designed to teach newcomers about the power of the Internet to help build customer loyalty and spread the word about the services Electrify offer. Electrify will have a competitive advantage over it competitors because customers will be able to communicate by virtually interacting with others through an Avatar socializing experience and experience virtually gaming that is not currently offered in this community. References Ads by Google. TopTenReviews. Gaming PC Review. Retrieved April 17, 2010 from Website: http://computers.toptenreviews.com/gaming/ Daily Wireless Staff. DailyWireless. Most Connected Cities. Retrieved April, 17, 2010 from Website: http://www.dailywireless.com/features/most-connected-cities-030607/