Executive summary
This report was commissioned to develop the segmentation, targeting and positioning (STP) strategy of Google glass for Australia. Google has designed the innovative wearable computer device, Google Glass. In order to deliver its value to the customers with certainty, production and sales projection as well as target segments and their position in the market needed to be clarified. The report was discusses both the theory through the literature review and practical execution of the in-depth research. The report recognizes a selection of segment variables and evaluates the target segments; consequently, the three major target segments and one important index of adaptors rates are identified. Google Glass provides superior value to the customers at a high price through high and middle class distributers by advertising in high quality media. It is concluded that Google Glass delivers applications richness, advanced performance and excellence in design to the innovators and early adaptors of the targeted customers. These customers live in the major regions and/or use the internet. They are between 15 and 64 years old and have more than AUS$31,200 household annual income. They are categorised as socially aware, young optimism and/or sports and activity trackers. Google achieves this at the price of AUS$2,000 through the distributors, David Jones, Harvey Norman and JB Hi-Fi along with its own website and stores, by means of advertisements of TV and major newspaper and magazines.
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Table of Contents
1. BACKGROUND INFORMATION OF GOOGLE GLASS ...................................................................... 1 1.1 MARKET REVIEW .......................................................................................................................................... 1 1.2 PRODUCT REVIEW ......................................................................................................................................... 1 2. LITERATURE REVIEW...