Problem
LANDSCAPE DESIGNS & MOORE
Write report answering the following questions, with details and examples where required. Write your report in paragraph format, with a proper introduction and conclusion. Make sure to define any new terms you've learned.
Marjorie Moore grew up in a family that loved working with plants, decorations, and creating quality outdoor living space. From an early age, she knew designing landscapes for midrange and high-end homes would be her vocation. Using her own savings and with the help of family and a few close friends who were willing to invest, she opened Landscape Designs and Moore in suburban Seattle, Washington. The primary goal in Marjorie's mind was to impress home and business owners that her level of creativity and ingenuity would lead to inviting landscape designs that capture attention, impress visitors, and provide a relaxing space for them. Her work included perennial plants that would remain attractive throughout the year combined with some annual plants to add seasonal color. She carefully placed ornamental pieces along with decorative concrete to create areas where people could sit and enjoy the outdoors. As her business reached its opening, Marjorie knew that capturing the attention of two separate but related sets of buyers would be the key. One group consisted of homeowners who had the resources and the desire to improve the attractiveness of their residences. The other included business and shopping mall managers seeking to create an appealing presence around stores and commercial areas, including apartments and business complexes. In addition to making people aware of her services, Marjorie also knew that return business would be important, along with personal referrals by satisfied customers. She believed that her advertising and marketing communications program would need to be a consistent part of her operation in order to achieve longterm success. The basic message that Marjorie wanted to convey was that Landscape Designs and Moore would deliver luxury but at affordable prices. She believed that even homes that were not at the high end of the market would contain some owners who wished to improve the appearance of their dwellings. Identifying these individuals and the methods to reach them would be as important to the success of her company as reaching high-end buyers and businesses. She contacted a well-known marketing communications agency in the city to get started.
• What form of business-to-business market segmentation best applies to Landscape Designs and Moore? Defend your choice.
• Describe the positioning approach that best fits Landscape Designs and Moore.
• What type of budget best matches Marjorie's marketing objectives? What form of advertising schedule best fits her needs? Explain your answer.