Designing a market segmentation and positioning strategy for Unitech Premiere Computers Limited
Unitech Premiere Computers is a computer retail outlet which was established in 2017 and currently located at Achimota. It provides computer gadgets, its accessories and repair services. After three years of operating in the computer retail industry, it aims to increase its market share by providing superior services to its customers. However, efforts to climb the competitive ladder have proved futile. To determine the cause of Unitech’s inability to increase market share, qualitative research was conducted. Semi-structured interviews were used to collect qualitative data from the Chief Executive Office and the General Manager while qualitative data was gathered from customers and potential customers via an online questionnaire. The collected data was analyzed using the root cause analytical tool. Analysis showed that the primary hindrances to Unitech’s market share acquisition is the absence of a precise market position and poor marketing strategies targeted at mass audiences. This project solved this problem through a proposed market segmentation and positioning strategy. The market segmentation defined the different customer groups that exists in the computer retail market. After segmenting the market, segments Unitech can competitively with its resources were highlighted. Then, various service and product attributes that are relevant to customers were identified from market research. Results were used to determine the current and aspired market position of Unitech concerning selected service and product attributes. The gap between the aspired and current market position of Unitech was bridged using bespoke marketing strategies. This solution would reflect positively into customer satisfaction, increased sales and ultimately market share acquisition.
Applied project submitted to the Department of Business Administration, Ashesi University, in partial fulfillment of Bachelor of Science degree in Business Administration, May 2021