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With this knowledge in mind, ECJ Environmental, Inc., (ECJ, Inc.), has developed a product which will pinpoint the location(s) of solid pet waste in a homeowner’s yard, (thus making it easier and more efficient to find for removal), and eliminate any weeds, with the application of concentrated light waves. Through continuous advances in technology, this organization has been2
TARGET-MARKET APPROACHable to manufacture a light wave spectrum with a wavelength that is verging on ultraviolet, at 0.68 x 10 -6, (See Appendix A). Because of the frequency at which it travels, its properties enable it to detect solid waste matter, while still being visible. In addition, when directed at the base of unwanted plants, the applied frequency disrupts the root growth, without damaging any surrounding plant or animal life, as can occur with pesticides. Marketing StrategyHaving identified a buyer segment, and its two-fold needs, and invented a product which will effectively address both those needs, the next step in the process is developing an approach to introduce the product. Whereas this invention can be directed at one market segment which can utilize it for both its functions, it can also be presented to the two individual market segmentations of pet ownership, and lawn care. This is accomplished by cultivating a marketing strategy, which is “the means by which a marketing goal is to be achieved, usually characterized by a specified target market and a marketing program to reach it”, (Kerin & Hartley, 2016, p. 40). Positioning"Positioning usually implies a segmentation commitment—an overt decision to ignore large parts of the market and concentrate only on certain segments", (Lynn, 2011). This method implies that the marketplace is comprised of various, somewhat similar groups, each with definitive needs and wants. Since it has been determined that this new product would specifically