ibe the target markets for the SmartWave product, retail and wholesale price targets, and resulting profit margins for the SmartWave product and for SmartWave, Inc.4.2.1 Target MarketsFour target markets segments have been identified for the SmartWave, each having different needs, buying patterns, and marketing strategies. The following paragraphs define each of these market segments.4.2.1.1 ConsumersConsumers are defined as individuals who are buying the SmartWave for use in their home. Consumers purchases will be heavily driven by advertising and store displays. Purchases will normally be made from retail stores but may also be made using mail-order, phone-order, or internet distribution channels.4.2.1.2 Convenience StoresConvenience stores are defined as retail food outlets which sell packaged, ready-to-eat foods, beverages, and other convenience items. Most of these stores are equipped with microwave ovens for heating the food items. Purchases by this market segment will be driven by targeted advertising and may be made from retail stores or wholesale outlets.4.2.1.3 Hotel/Motel EnterprisesHotel/motel enterprises are defined as hotels and motels which provide microwave ovens in their guests rooms. Purchases by this market segment will be driven by targeted advertising, trade shows, and sales calls by outside sales representatives. Purchases will normally be made from wholesale outlets or through outside sales representatives.4.2.1.4 Other Institutional CustomersOther institutional customers are defined as commercial, governmental, and educational institutions which provide microwave ovens in break areas for heating packaged food items. Purchases by this market segment will be driven by general advertising, since the diversity of the market does not allow for targeted advertising. Purchases may be made from retail stores, wholesale outlets, or mail/phone/internet order.4.2.2 Retail pricing and profit marginsPreliminary marke...
