IBM 3012 Mini Project: Customer-Driven Marketing Strategy

IBM 3012 Mini Project One Customer-Driven Marketing Strategy

Develop a customer-driven marketing strategy. Describe your strategy and conclude with a positioning statement for your business. Your report should answer the following questions: Product Idea Wireless ambidextrous wearable mouse that will click via infrared sensors. 1. Positioning (6pts) a. Identify key competitors in your target market (2pts) b. How would you differentiate your business from the current competitors? (2pts) c. Develop a positioning statement for your business (2pts) Requirements 1. (double space, 12-pt font). 2. Write your report in professional style. Avoid colloquial words/expressions. 3. Provide proper citations with APA style.

Paper For Above instruction

Developing a customer-driven marketing strategy for a wireless ambidextrous wearable mouse with infrared sensor technology involves understanding the target market, analyzing competitors, and establishing clear points of differentiation. This strategic approach centers on meeting customer needs through innovative product design, effective positioning, and clear value communication, ultimately aiming to establish a competitive advantage in the peripheral device market.

Target Market and Customer Needs

The primary target market for this innovative wearable mouse includes tech-savvy professionals, gamers, and individuals with disabilities who require ergonomic and versatile input devices. These users seek comfort, portability, and precision in their computing peripherals, often overwhelmed with traditional mouse designs that lack flexibility or adaptability. The wearable nature of the product caters particularly to those engaged in on-the-go tasks where mobility and ease of use are crucial.

Key Competitors

In the current market, several manufacturers produce ergonomic, wireless, and specialized input devices that compete indirectly or directly with the proposed product. Key competitors include:

- Logitech: Renowned for its wireless mice, including ergonomic models such as the Logitech MX Vertical (Logitech, 2020).

- Microsoft: Offers various wireless mice, emphasizing ergonomic design, such as the Microsoft Surface Arc Mouse (Microsoft, 2021).

- Razer: Specializes in gaming peripherals, including wireless mice with high precision, like the Razer Mice Viper series (Razer, 2022).

- Other niche startups: Emerging brands focusing on wearable tech and innovative input devices, such as the Nubeat wearable mouse (TechCrunch, 2021).

Differentiation Strategy

The core differentiation lies in the product's unique wearable form factor, ambidextrous design, and infrared sensor technology enabling intuitive clicks. Unlike conventional mice, this product offers unparalleled portability and ergonomic support for both left- and right-handed users. Its infrared sensor ensures high accuracy with minimal latency, making it ideal for gaming, design work, and accessibility applications. Additionally, the wearable aspect allows continuous use without the need for a traditional desk space or hand movement; the device can be worn around the wrist or finger, enabling seamless transition between tasks.

Furthermore, the ambidextrous design ensures inclusivity for all users, regardless of handedness. The infrared click technology minimizes physical strain and increases responsiveness, setting it apart from standard optical or laser mice. The integration of Bluetooth and wireless connectivity guarantees compatibility with multiple devices, enhancing user flexibility.

Positioning Statement

For tech enthusiasts, gamers, and professionals seeking innovative input devices, our wireless ambidextrous wearable mouse offers a revolutionary experience by combining ergonomic design, infrared click technology, and portability. Unlike traditional mice that are confined to desks, our product provides flexibility, comfort, and high precision in a wearable, user-centric format, empowering users to work and play seamlessly across environments.

Conclusion

Crafting a marketing strategy around customer needs involves emphasizing the product’s innovative features and addressing current market gaps. By positioning the wearable mouse as a versatile, ergonomic, and technologically advanced device, the business can attract a broad customer base eager for novel computing peripherals. Effective marketing messaging should highlight its unique portability, ambidextrous design, and superior click accuracy, reinforcing its value proposition in the competitive landscape.

References

Logitech. (2020). Logitech MX Vertical Wireless Mouse. https://www.logitech.com/en-us/products/mice/mx-vertical-ergonomic-mouse.html

Microsoft. (2021). Surface Arc Mouse. https://www.microsoft.com/en-us/d/surface-arc-mouse

Razer. (2022). Razer Viper Series Wireless Mice. https://www.razer.com/gaming-mice

TechCrunch. (2021). Emerging wearable tech startups. https://techcrunch.com/tag/wearable-tech/

Johnson, T., & Smith, R. (2022). Innovation in computer peripherals: Design and user experience. Journal of Technology & Design, 15(3), 125-140.

Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.

Porter, M. E. (1985). Competitive Advantage. Free Press.

Schindler, R. M., & Dibb, S. (2018). Customer-driven marketing strategies. Marketing Science, 37(4), 569–583.

Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96.

Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review, 76(4), 97–105.