Sample Case Study Paper on Marketing

The target customers for Enviroserve in the private sector are the various electronic companies in the region like the Kuwait network electronic technology company.  This target group is chosen because they are dealing with different types of electronics that they sell to the final consumers and they also accumulate large amounts of electronic waste that needs to be recycled. Additionally, the final consumers of the various electronic devices around the country also form the customer target group for the company (Fitzsimmons, and Mona Fitzsimmons, 32).  The best way to get these customers is through the creation of collection depots across the major cities and towns in Kuwait that these e-wastes could be collected. To attract the very few big volumes of customers, the company will approach the well established electronic shops in the region.  It will then persuade these recognized electronic companies to use their network to collect these wastes such as the phones and other accessories (Schindler, 23).  Additionally, the company should make this responsibility possible by giving these companies a boost to enhance their Corporate Social Responsibility hence;   it will use the CSR department for this adventure.

Comparing the two countries, the channel with which the large volume consumer base would be sought is very different in the two countries.  This notion is because, in the UAE, the company is currently using various arms of the government to help it gather the large volume customer base. On the other hand, in Kuwait, the company would use the private sector solely in such a way that they would not seek for the support of the government.  In this prospect, the channel of a collection is also deemed to be entirely different since it is the private sector that would be collecting the e-waste at selected depots.  In UAE, the customer would walk into various outlets designated by the company and then get the dump these e-wastes. The main difference here comes at the point of collection of these waste and the persons charged with the responsibility of collecting these wastes (Schindler, 23).  One similar thing about the customer is that they are all the end users of the electronic products that are being recycled.

In the developing of a pricing strategy, the company should use the cost-based pricing strategy such that the cost of collecting the e-wastes should be well calculated, and markup added on top in order to arrive at the correct price of the product.  Additionally, the company should use the high level of price differentiation. Here, it will give much attention to the various customer needs for the waste product and look into the way in which they perceive the product would benefit them in relation to the price to mentioned. Additionally, for the company to reduce the risks of loss, it could successfully engage the professional pricing where the price would be determined by a team of experts after examining the various areas of concern that need to be accentuated in this stance (Schindler, 333).

 

Work cited

Fitzsimmons, James A, and Mona J. Fitzsimmons. New Service Development: Creating Memorable Experiences. Thousand Oaks, Calif: Sage, 2000. Print.

Schindler, Robert. Pricing Strategies: A Marketing Approach. Thousand Oaks, Calif: Sage Publications, Inc, 2012. Print.

Smith, Tim J. Pricing Strategy: Setting Price Levels, Managing Price Discounts, & Establishing Price Structures. Mason, Oh: South-Western Cengage Learning, 2012. Print.