Cilkray market questions
Fiona van Iersel
MSc Marketing — King's College London
Module: Marketing Theory and Practice (7QQMO502X)
Date: 22 September 2024
https://keats.kcl.ac.uk/mod/forum/discuss.php?d=691725

Cilkray market questions
Submitted: 22 September 2024 5:22 PM

1. What is Cilkray’s product line strategy? Differentiation strategy through enhancing differences such as high quality inputs, striving for innovation, pursuing constant quality improvements and customer service which target different target groups with different product lines. This creates unique value positioning tailored to specific customer needs despite the pricing customers of certain lines will choose performance and convenience. 2. How does Cilkray define the market (hint: segments)?

Behavioral and psychographic segments define the market Cilkray competes for. Factorssuch as performace seeking customers for high definitions graphics users versus occasional users. while Psychographicly values such as tech savvy users will seek innovation so it may be divided into:

Demographic - professionals that need processors that can process at a high frequency. Usage- light verses heavy users

3. What should Cilkray do with respect to product development?

If it were up to me a focus on sustainability will boost them by featuring their eco-freindlyness. Consumer feedback- figure out where they are having difficulties and make it user friendly Innovation - stay ahead of the competition constantly updating upgrading Expanding product line- add on's are easier to sell to customers already using your product



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