Unbounce Case
Unbounce Case
Marketing Analysis
Morgan Lapierre, Karan Ghag, Nethu Srikanthan, Brian Nanne, Gabe Greco, Justin Lebreton
COMM 2036
Nature of Business
Unbounce is categorized in the Internet Service industry. The narrow product provided by Unbounce includes landing pages which are manufactured and customized. The core product is the creation of an effective and efficient landing page. Unbounce offers I.T support, marketing feedback and pre made templates which is their augmented product.
Problem Statement
By Monday December 12th a new customer segmentation and business model evolution strategy based on a new version of the product must be developed for Unbounce, by co-founder Oli Gardner. It is crucial for the current target market of small –medium business and current market strategy of self-serve model to be considered before any decision is made.
Objectives
The overall objectives Unbounce has are to; build a leading brand for landing pages, have an exceptional customer service and product that appeals to a broad range of users. A key objective that Unbounce aims towards is to not be the lowest price option.
In addition to the corporate objectives, Gardner has personal objectives that he would like to achieve. His objective includes furthering his knowledge towards strengthening customer service in order to come up with the best alternative.
The objectives of both Unbounce and Gardner are an important factor as they contribute to making a final decision on the marketing plan.
PESTE
As you can see from the PESTE Analysis table (exhibit A), there are many external factors that have an effect on Unbounce. In terms of political factors, there are two main players. The first is the postal reform. A bill called the 21st Century Postal Service Act was passed in 2012 that made the United States Postal Service run its’ operations more effectively. Without this bill, USPS would be losing $30 million a day, and would eventually shut down operations. This
Marketing Analysis
Morgan Lapierre, Karan Ghag, Nethu Srikanthan, Brian Nanne, Gabe Greco, Justin Lebreton
COMM 2036
Nature of Business
Unbounce is categorized in the Internet Service industry. The narrow product provided by Unbounce includes landing pages which are manufactured and customized. The core product is the creation of an effective and efficient landing page. Unbounce offers I.T support, marketing feedback and pre made templates which is their augmented product.
Problem Statement
By Monday December 12th a new customer segmentation and business model evolution strategy based on a new version of the product must be developed for Unbounce, by co-founder Oli Gardner. It is crucial for the current target market of small –medium business and current market strategy of self-serve model to be considered before any decision is made.
Objectives
The overall objectives Unbounce has are to; build a leading brand for landing pages, have an exceptional customer service and product that appeals to a broad range of users. A key objective that Unbounce aims towards is to not be the lowest price option.
In addition to the corporate objectives, Gardner has personal objectives that he would like to achieve. His objective includes furthering his knowledge towards strengthening customer service in order to come up with the best alternative.
The objectives of both Unbounce and Gardner are an important factor as they contribute to making a final decision on the marketing plan.
PESTE
As you can see from the PESTE Analysis table (exhibit A), there are many external factors that have an effect on Unbounce. In terms of political factors, there are two main players. The first is the postal reform. A bill called the 21st Century Postal Service Act was passed in 2012 that made the United States Postal Service run its’ operations more effectively. Without this bill, USPS would be losing $30 million a day, and would eventually shut down operations. This