Case 5: MARKETING MICROWAVE OVENS TO A NEW MARKET SEGMENT I. The advantage of microwave ovens for food preparation II. The values and customs that might affect opinions about microwave ovens - III. New marketing strategy 1. Target market -upper middle class - Indian family and focus on housewife - single male 2. Long-term marketing programs - Pay more money for R&D and product innovation - Building call center to help customer (after sales
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Case Study – Marketing Microwave Ovens to a New Market Segment Table of Contents Executive Summary ................................................................................................................... 3 Statement of the Problem ........................................................................................................... 3 Situation Analysis ...................................................................................................................... 5 Strategy
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These days‚ in many homes‚ it is virtually impossible to have a so called modern kitchen‚ without having a microwave oven in it. The microwave oven could probably occupy the second place (after the refrigerator)‚ in terms of dependence‚ in the kitchen. This magical piece of technology has revolutionized the way people‚ and the food industries cook food. The microwave oven is only a natural evolution of technology; to fit into this fast-paced world. As in every evolutionary process‚ one must look
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Microwave Oven Who invented the Microwave oven Percy Spencer invented the first microwave oven after World War II from radar technology developed during the war. Named the "Radarange"‚ it was first sold in 1946. Raytheon later licensed its patents for a home-use microwave oven that was first introduced byTappan in 1955‚ but these units were still too large and expensive for general home use. The countertop microwave oven was first introduced in 1967 by the Amana Corporation‚ which was acquired in
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Microwave Ovens Microwaves are also called electronic oven‚ and are appliances that cook food by means of high-frequency electromagnetic waves called microwaves. A microwave oven is a relatively small‚ boxlike oven that raises the temperature of food by subjecting it to a high-frequency electromagnetic field. The microwaves are absorbed by water‚ fats‚ sugars‚ and certain other molecules‚ whose consequent vibrations produce heat. The heating thus occurs inside the food‚ without warming the surrounding
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Conventional Ovens vs. Microwave Ovens Modern technology has touched everyone in some form or fashion. This includes everyday items such as the conventional and microwave oven. Both cook food‚ however‚ each cooks in its own particular way. Conventional oven cooks at a slower pace and the microwave speeds up cooking time by using specially prepared‚ packed entrees. This paper will compare and contrast conventional ovens and microwave ovens. Conventional ovens can be found in a majority of
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Nowadays‚ with the invention of the microwave and with the popularity of fast food restaurants‚ food has become easier to prepare than ever. Do you think microwave ovens and fast food restaurants are beneficial to society? Use specific reasons and examples to support your answer. Most of the people prefer fast foods and foods cooked in microwave oven instead of preparing and cooking foods at home that takes longer. The trend of having food quickly has advantages and disadvantages. I think this
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reconstructed in different ways stretching technology to new lengths‚ which has changed the way we live today. When comparing the lifestyle of people in today’s world with those in the past‚ it is easy to recognize the way in which technology has changed us as; we now rely on it to assist in everyday activities. One such technological device‚ which is currently relied upon by many is the microwave oven. It is common to have microwave ovens in many different kitchen atmospheres; such as restaurants
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February 21‚ 2011 Marketing Case- Microwave Ovens An efficient market strategy to market White Appliances in the Indian market would be to focus on marketing the foods they eat that can be easily made in a microwave oven. Indian culture is all about the fresh foods and traditional cultures. They need to find some way to incorporate the culture with the appliances. Some suggestions I have are: * Make cook books to use with the microwave oven * Market the appliance in more than just the urban
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Waves Assignment Microwave Ovens Microwave ovens‚ or microwaves‚ are kitchen appliances which use microwave radiation to cook‚ heat or defrost food. Properties of a microwave: Microwaves are electromagnetic waves with wavelengths longer than those of Terahertz (THz) wavelengths‚ but relatively short for radio waves. Microwaves have wavelengths approximately in the range of 30 cm (frequency = 1 GHz) to 1 mm (300 GHz). The word microwave generally refers to "alternating current signals with
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