Product Selection for marketing research analysis
MKT-245 Principals of Marketing
February 16, 2014
Patrick Murphy
Marketing Analysis Research
Mitsubishi Electric Ductless Heating and Air Conditioning System
Product Offering Recommendation Marketing Plan
Table of Contents
Executive Summary 3
Market Mix 4
Environmental Scan 5
Market Segmentation 6
Ethical Issues 6
Social Responsibility Issue 6
Global Marketing and the Internet 6
Recommendation 7
References 8
1. Executive Summary
The reason for this market analysis is for the recommendation of adding Mitsubishi Electric 's heating and air conditioning mini-split ductless system to current company product offerings. This is for the expansion of customer base and for the growth of a new segment in HVAC. This new segment is sure to grow significantly once plan is set into motion.
For more than 30 years, Mitsubishi Electric Cooling & Heating has enhanced people 's lives by improving comfort, conserving energy, and promoting environmental sustainability (Mitsubishi About us, 2013). Mitsubishi Electric is a well known name around the world and in many industries. They are best known for their quality and guarantee of all products they manufacture and sell.
The ductless mini-split system was developed to eliminate the extra materials and time required for installation and replacement of residential and small commercial forced air HVAC systems. The company will focused on the residential homeowner who owns a house that is 15 years and older. The reason for picking this market is because majority of these homes will be in need of system replacement.
The ductless mini-split system is approximately 30% less to purchase and have installed compared to the traditional forced air ducted system. The efficiencies of a standard forced air ducted heating and cooling
February 16, 2014
Patrick Murphy
Marketing Analysis Research
Mitsubishi Electric Ductless Heating and Air Conditioning System
Product Offering Recommendation Marketing Plan
Table of Contents
Executive Summary 3
Market Mix 4
Environmental Scan 5
Market Segmentation 6
Ethical Issues 6
Social Responsibility Issue 6
Global Marketing and the Internet 6
Recommendation 7
References 8
1. Executive Summary
The reason for this market analysis is for the recommendation of adding Mitsubishi Electric 's heating and air conditioning mini-split ductless system to current company product offerings. This is for the expansion of customer base and for the growth of a new segment in HVAC. This new segment is sure to grow significantly once plan is set into motion.
For more than 30 years, Mitsubishi Electric Cooling & Heating has enhanced people 's lives by improving comfort, conserving energy, and promoting environmental sustainability (Mitsubishi About us, 2013). Mitsubishi Electric is a well known name around the world and in many industries. They are best known for their quality and guarantee of all products they manufacture and sell.
The ductless mini-split system was developed to eliminate the extra materials and time required for installation and replacement of residential and small commercial forced air HVAC systems. The company will focused on the residential homeowner who owns a house that is 15 years and older. The reason for picking this market is because majority of these homes will be in need of system replacement.
The ductless mini-split system is approximately 30% less to purchase and have installed compared to the traditional forced air ducted system. The efficiencies of a standard forced air ducted heating and cooling
References: Mitsubishi Electric US (2013). Mitsubishi Electric Cooling & Heating http://www.mitsubishicomfort.com/en/consumer/about-us Roth, K., Sehgal, N., & Akers, C. (2013). Ductless Mini-Split Heat Pump Comfort Evaluation. http://dx.doi.org/10.2172/1071978 or www.nrel.gov/docs/fy13osti/56710.pdf Mitsubishi Electric Rebate (2013) http://www.bpa.gov/energy/n/Utilities_Sharing_EE/Energy_Smart_Awareness/pdf/BPA_DHP_Presentation_022708.pdf Mitsubishi Electric Technology (2013) www.mitsubishicomfort.com/en/consumer/lifestyle-benefits/eco-technology Mitsubishi Electric Conduct (2010)