Honors Theses

Date of Award

Spring 5-9-2020

Document Type

Undergraduate Thesis

Department

Marketing

First Advisor

Matt O’Keefe

Second Advisor

Mike Gill

Third Advisor

Eugene Paik

Relational Format

Dissertation/Thesis

Abstract

The purpose of this thesis is to conduct a marketing analysis on the capstone project concerning the product titled Mind the Gap. The thesis will explore the potential industries that could be entered and marketing strategies that would be implemented if the Mind the Gap product was mass produced and either sold online or through brick and mortar locations. Outlined in this research is an analysis of the competitive landscape, potential target markets, situational aspects concerning this product, and the resulting recommended marketing mix. The Mind the Gap is centered around a practical and efficient process which has a goal of solving the issue of frustrating gaps that form between a college student’s bed and the wall of their dorm room. This issue causes the student’s personal items to fall through the gap onto the floor, allowing the items to be temporarily misplaced or lost. The product is designed to completely eliminate or minimize this issue and save the potential consumer time, money, and frustration. In addition, the product provides the choice of additional beneficial amenities as well, in the form of a cup holder and charging station. Concerning the consumer target markets that should be focused on when commercializing the product, data suggests that the Dorms to Diplomas and Metro Renters markets are the optimal choices. The resulting marketing mix recommendations should be provided contingent on the characteristics of both demographics.

Creative Commons License

Creative Commons Attribution 4.0 License
This work is licensed under a Creative Commons Attribution 4.0 License.

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