. Identify the marketing segment for the product and explain why the segment was selected.

Introduction The Company, EDesigns plans to specialize in the provision of outdoor advertising services across a digital billboard network, and it will be the only one of its type operating in the Virginia market segment. Unlike the traditional billboards that convey static messages which can be easily lost in the busy outdoor environment, digital billboards leverage technology to deliver dynamic, interactive and visually stimulating adverts that attract the target audience. The Company plans on representing the future of outof-home advertising. EDesignss strategic objectives include

To be the dominant channel for multimedia advertising in Northern Virginia and the wider Washington DC Metropolitan area.

To achieve national and regional coverage with EDesigns billboards To bring digital media into the mainstream To build an integrated advertising services company that offers a full array of services including advertising campaign planning, design and implementation

The Company aims to realize its objectives by implementing the following business strategies; (1) Expand its advertising network and strengthen market share through investments and location acquisition (2) Invest in professional research on the effectiveness of digital outdoor media (3) Promote market awareness of EDesignss service offerings and broaden the Companys customer base Advertising is an integral part of todays business world and an important component in any enterprises success story. As an industry that focuses on creating brand awareness and informing the target consumer market of the availability of goods and/or services, this industry provides a crucial service in todays increasingly competitive market. Annually, blue chip companies such as the Coca Cola Company, Pepsi Co. and Procter & Gamble spend millions on advertising and advertising related activities. In recent times

the industry as a whole has experienced steady growth as the introduction of new media and technological developments create new avenues through which providers of goods and services can reach, communicate and inform their target market. The advancement of technology is widely acknowledged to be the main driver of the outdoor ad renaissance currently being experienced. Billboards, unlike other forms of media have not faced the same pressure from the internet, iPods, satellite radio, TiVo and other technology. Technology helps people avoid advertisements however billboards are unavoidable as people are unable to switch off or change channels. Technology has proven to be a threat to a number of the other media whilst in outdoor industry it has proven to be an ally. As such, an organization that seeks a highly competitive edge is likely to begin the preliminary steps in creating the appropriate market segments for EDesigns. The marketing segment for the product was identified and the rationale for the segment was explained with 90 to 100% accuracy and all appropriate information was identified and discussed clearly. B2B Understanding that market segmentation is the act of identifying and profiling distinct groups of buyers who might require separate products and/or marketing mixes is important. It is the process of splitting customers into different groups or segments, within which customers with similar characteristics have similar needs.

Discuss the target market and why these customers will be targeted. The target market and rationale for customers were discussed with 90 to 100% accuracy and all appropriate information was identified and discussed clearly.

SWOT ANALYSIS Strengths

i. With an early mover advantage, EDesigns has sought to define the market terms creating affordable and effective products backed by a strong brand that is becoming the defacto term for digital billboards in Abuja. ii. An emerging strong core network of locations (Silverbird Galleria, Lekki-Epe Expressway, Wuse Market, Wuse 2) that will provide the funds needed for onward investment and growth iii. Relationships within corporate Nigeria that have allowed EDesigns to ramp up capacity utilization faster than the first entrant. EDesigns sold 40% capacity in first 4 months, while first entrant sold only 10% in 6 months.

Weaknesses

i. EDesigns has a management team that needs to be strengthened particularly in the functional areas of Sales and Technology Operations.

ii. The two principals in EDesigns largely drive sales and have had some success with the use of advertising agencies. However, as EDesigns expands to Lagos, there will be a need to build a very strong sales force.

iii. Likewise, core technology expertise still resides with the supplier Polycomp. EDesigns will need to build up in-house technical experience either through the acquisition of talent from Polycomp or the intensive training of local technical talent.

Opportunity

i. Early opportunity to increase operating scale in a sustainable manner

ii. Apply technology to allow for the remote operations of digital boards

iii. Incumbent players are geared for traditional advertising in organization structure and strategy. Entering the digital advertising space would be a huge and challenging shift for their operations.

iv. Costs of LED Billboards, like most technology, is dropping yearly and over the very long term (10+ years) will most likely fall substantially.

v. Digital billboard advertising is still a new concept and the Nigerian market is at the early stage of development. Hence strong early-mover advantage for players like EDesigns.

vi. Limited sites and emerging regulatory trends mean first-mover can lock out competition.

vii. Advertisers have demonstrated good understanding of technology behind digital advertising and adoption rate has been very strong.

Threats

i. Regulatory tension between OAAN and LASSA makes the regulatory environment unclear.

ii. Technology is neither proprietary nor complicated and can be easily imitated or purchased by competitors.

The market position for the companys product and service were discussed with 90 to 100% accuracy and all appropriate information was identified and discussed clearly.

Market Position The digital outdoor advertising is a nascent market. Currently there are only two companies operating within the market Lona Global and EDesigns. Therefore EDesigns is uniquely positioned to reap the early-mover advantages within the market and establish itself as a market leader in digital advertising, thus setting the pace for development within the market.

References: http://consumersegments.com/