Marketing Strategy Elaboration

The technological products market is growing rapidly today: thousands of companies want to sell their devices and solutions, and millions of people are ready to buy them. However, many companies lack product differentiation and market research specially if they are represented in a new market. The overall goal of this work is to develop a marketing strategy focused on B2C market for a company developing Smart Home devices. To achieve this goal, PEST and SWOT analyzes were carried out. As a result, information on the external and internal environment of the company was collected and analyzed. Interviews with key employees of the company have also been conducted. Based on the data of the customer survey target segments were determined. A marketing strategy based on the presented recommendations will allow the company to increase its market share, strengthen its market position, understand the strengths and weaknesses of the company and achieve strategic goals.