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105
Weaknesses
There are some handicaps inherent in our market. The only nota-
ble marketplace disadvantages are the prices that customers believe they
will have to pay for their home beauty and energy efficiency. Typically,
an average job will cost around $13,000, if the entire home is covered
with siding and double-pane windows.
Corporate weaknesses, at this time, consist only of not enough
sales personnel. However, we are taking steps to interview competent
sales professionals, which we feel should alleviate this problem.
There are no environmental threats with our product.
Customers
The person who influences the decision to buy is the housewife.
She will also permit the purchase to be made. Generally speaking, the
housewife is the person who will also choose the color and the areas
where the siding will be added to the home.
The most typical customers for our product / service are house-
holds earning between $30,000 and $50,000 per year, and retired per-
sons living in middle- to upper-class housing developments.
It is likely that potential customers are going to be familiar with
aluminum siding and double-pane windows, and that they will readily
accept our advertising approach, provided that we educate them in the
proper manner. It is also important to point out that our marketing and
advertising efforts have been targeted to people concerned about home
added value and energy efficiency, and to retired individuals.
It is easy to understand why the principal buying motives are
geared toward our products, because retired persons and housewives are
looking for added comfort in and around their homes.
Research indicates that these groups of customers are not as sen-
sitive to pricing differences among competitors. In fact, research also
indicates that these people are willing to spend their money on ways
that will improve their way of life. It is our task to educate the customer
on the superior quality of our products and service.
106
Housewife
Age: .................................................................... 35–65
Income:............................................................... Fixed
Sex:..................................................................... Female
Family:................................................................ Full nest
Geographic: ........................................................ Suburban
Occupation: ........................................................ Housewife
Attitude:.............................................................. Security-minded
Married Couples
Age: .................................................................... 35–55
Income:............................................................... Medium to high
Sex: .................................................................... Male or female
Family:................................................................ Married or no children
Geographic: ........................................................ Suburban
Occupation: ........................................................ Varies
Attitude:.............................................................. Security-minded,
energy-conscious
Older Couple
Age: .................................................................... 55–75
Income: .............................................................. High or fixed
Sex: .................................................................... Male or female
Family:................................................................ Empty nest
Geographic: ........................................................ Suburban
Occupation: ........................................................ White-collar or retired
Attitude:.............................................................. Security-minded
Elderly
Age: .................................................................... 70+
Income:............................................................... Fixed
Sex:..................................................................... Male or Female
Family:................................................................ Empty nest
Geographic: ........................................................ Suburban
Occupation: ........................................................ Retired
Attitude:.............................................................. Security-minded
Weaknesses Housewife
There are some handicaps inherent in our market. The only nota- Age: .................................................................... 35–65
ble marketplace disadvantages are the prices that customers believe they Income: ............................................................... Fixed
will have to pay for their home beauty and energy efficiency. Typically, Sex:..................................................................... Female
an average job will cost around $13,000, if the entire home is covered Family:................................................................ Full nest
with siding and double-pane windows. Geographic: ........................................................ Suburban
Corporate weaknesses, at this time, consist only of not enough Occupation: ........................................................ Housewife
sales personnel. However, we are taking steps to interview competent Attitude:.............................................................. Security-minded
sales professionals, which we feel should alleviate this problem.
There are no environmental threats with our product. Married Couples
Age: .................................................................... 35–55
Customers Income: ............................................................... Medium to high
The person who influences the decision to buy is the housewife. Sex: .................................................................... Male or female
She will also permit the purchase to be made. Generally speaking, the Family:................................................................ Married or no children
housewife is the person who will also choose the color and the areas Geographic: ........................................................ Suburban
where the siding will be added to the home. Occupation: ........................................................ Varies
The most typical customers for our product / service are house- Attitude:.............................................................. Security-minded,
holds earning between $30,000 and $50,000 per year, and retired per- energy-conscious
sons living in middle- to upper-class housing developments. Older Couple
It is likely that potential customers are going to be familiar with Age: .................................................................... 55–75
aluminum siding and double-pane windows, and that they will readily Income: .............................................................. High or fixed
accept our advertising approach, provided that we educate them in the Sex: .................................................................... Male or female
proper manner. It is also important to point out that our marketing and Family:................................................................ Empty nest
advertising efforts have been targeted to people concerned about home Geographic: ........................................................ Suburban
added value and energy efficiency, and to retired individuals. Occupation: ........................................................ White-collar or retired
It is easy to understand why the principal buying motives are Attitude:.............................................................. Security-minded
geared toward our products, because retired persons and housewives are
looking for added comfort in and around their homes. Elderly
Research indicates that these groups of customers are not as sen- Age: .................................................................... 70+
sitive to pricing differences among competitors. In fact, research also Income: ............................................................... Fixed
indicates that these people are willing to spend their money on ways Sex:..................................................................... Male or Female
that will improve their way of life. It is our task to educate the customer Family:................................................................ Empty nest
on the superior quality of our products and service. Geographic: ........................................................ Suburban
Occupation: ........................................................ Retired
Attitude:.............................................................. Security-minded
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