Market Segmentation

The Power Protection and Safety Center market segmentation, targets all the local, regional and international clients through television and online marketing. The division expects 10 % sales from online marketing in the first year.

The Power Protection and Safety Center market analysis includes:

· The mining workers: the mining workers are highly exposed to falling objects, temperature extremes, heat, harmful dusts, vapors, particles, and others. The mining industry is very large in South Africa and it can spend $50 million per month on helmets and eye goggles to ensure head and eye protection respectively.

· The building workers: the building sector is highly growing and its workers are increasing. For instance, working in a new building, such as a tall building, may require the use of some head, body, and eye protective equipments. There are dropping stones, electric hazards, extreme temperatures as well as striking against hanging objects. Therefore, there is a need for the workers to wear necessary helmets, safety boots, hand gloves, and others. This sector will be able to spend over $60 million per month on personal protective equipments.

· The construction workers: construction workers are prone to dust, heat, sharp objects as well as stepping on stones. They will be able to spend on safety shoes, gloves, dustcoats, and overalls. Construction projects such as road construction are largely increasing; however, the sector can possibly spend $ 40 million per month on personal protective equipments.

· The Industrial workers: industrialization has greatly increased in South Africa and other countries of Africa. The Industry workers need to be protected from gases, extreme temperatures, chemical, sharp objects, electric hazards and others. This sector will be able to spend over $ 100 million per month on personal protective equipment.

· The domestic workers: domestic workers also need kitchen coats, gloves, Fisrt Aid kits and others. Such equipments can be used while cooking, cleaning the house as well as performing other manual tasks. The sector can spend almost $20 million per month on safety equipments.

· Others: workers such as tractor drivers, cyclists, footballers, and others can also use personal protective equipments in performing their duties. The sector can spend over $ 5 per month.

Pie Chart 1: Market Analysis

Target Market segment strategy

The Power Protection and Safety Center strategy of reaching the targeted customer will be facilitated by ad campaigns and promotions.

The following advertisement strategies will be applied:

· Company website

· Face Book and twitter pages

· Billboards

· Business Cards

· Newspapers

· Radio and Television

· Promotional items such as, T-shirts

· Word of mouth

Competitive Edge

The Power Protection and Safety Center will provide special offers to all its clients. The personal safety and protective equipments will be of high quality at low prices as compared with the other competitors.

Sale promotions will also be offered at monthly basis, and will include:

· Buy four, get one free

· Buy three, get one half price

· Every 100$ purchase, receive an additional 10 % off the next purchase

· A quarter off for every shoe of the previous season

The Power Protection and Safety Center Cultural, Social, and Ethics’ Assessment

The Power Protection and Safety Center‘s main attribute of the division culture will be creating independence among the employees in the workplace. The company will hire self-motivated individuals who will work better when there is no one to inspect their activities. The hierarchy in the division will almost be non-existent because vice presidents of the various divisions will assist the manager. Beyond that, there will be no more hierarchy and the manager will be interacting directly with employees. It will be possible for the manager to know the employees by their names, talents, interest, and so forth.

The lack of hierarchy will ensure that the decisions in the division will take little time to be made and communications intended for all employees will be delivered swiftly. Accountability will be an important element of the division’s culture, because every employee will be given a set of duties that will be required to be accomplished on time. The employees will be required to respect each other, as well helping each other when the need arises. All employees will be required to dress smartly and neatly in the division premises. Theft will not be encouraged within the division; any employee caught will have to face the charges. In the Power Protection and Safety Center‘s, customers will be well welcomed by being greeted by sales representatives. The sales representative will take further steps to assist them in shopping. They will also be offered a glass of juice to enjoy as they shop. There will be comfortable chairs for customers and a TV screen to keep them busy while the personal safety and protective equipments are packed. The division will highly use software in collecting the customers’ details, such as names, email addresses, postal addresses, as well as their phone numbers.

References

Our Purpose. (2014). Retrieved from http://www.dupont.com/products-and-services.html

Products and Services. (2014). Retrieved from http://www.dupont.com/products-and-services.html