As the marketing manager for a company that is planning to enter the business market for audio-visual equipment for presentations (eg: projectors, speakers, screens, cables, cameras to allow for video-conferencing etc), you are attempting to develop an overall marketing strategy. You have considered the possibilities of using mass marketing, concentrated marketing, differentiated marketing and custom marketing strategies.
a) Write a report explaining what each type of marketing strategy would mean for your marketing plan in terms of product, price, place and promotion.
b) Evaluate the desirability of each type of strategy.
c) What are your final recommendations for the best type of strategy, and why?