You are to assume the role of a marketing specialist for Station Hardware, a retailer specializing in home improvement products. The director of marketing wants you to create a marketing plan that will introduce the brand to a new demographic.
In early 2024 the list of most-popular brands was released. The report included an overall list of the most popular brands and then lists divided by generational demographic and then by gender. Station Hardware was only listed as a popular brand among Baby Boomer and Generation X males. Station Hardware’s two biggest competitors, Depot House and Bowe’s, were on the lists of Millennials and Generation Z and included both males and females.
There are only 800 Station Hardware locations across the country while Depot House and Bowe’s each have close to 2,000 locations. While Depot House and Bowe’s stores are large, big-box format stores, Station Hardware stores are small and feature less merchandise and fewer employees. One big difference is that Station Hardware employees are trained to help give customers advice on tools and equipment and can show them proper usage, while no home improvement experience is needed for employees at Depot House and Bowe’s.
The director of marketing wants you to create a marketing plan to introduce Station Hardware and its perks to a demographic other than Generation X or Baby Boomer males. The plan should include:
- Target market
- Marketing strategies
- Communications channels
- How the ideas will build clientele
