Communication and marketing propositions : SWOT ANALYSE AND WH- QUESTIONS

Communication / Marketing propositions for Offroad Working

SWOT analyse of Offroad Working

First of all, in order to define the objectives and start to imagine a real marketing and communication strategy, it seemed interesting to make a SWOT analyse of Offroad Working. This analyse will allow us to have a better view of the strengths, the weaknesses, the opportunities and the threats of the company and the product before to put it on the market. It will also allow us the identify the internal and external factors we will be confronted to in  order to achieve the goals of the company which is : to sell the product.

An other way to understand better the goal of the company is to ask the WH- questions.

WHY?  The concept around this mobile desk is allowing people to escape their offices to work in  nature. Offroad Working develop the idea of happiness and serenity and want to encourage company to let their employee working outside in order to maximize their creativity and focus capacities. The important message is that this type of work improve not only their quality of work but also the final result.

WHO ? Managers, engineers, free-lancers people working in offices in companies. In the folder at our disposition we can clearly see that the target audience is very precise, it says " facility managers, HR managers, executive managers". For our version of the product, we decided to widen this target group to all the people working in offices. As we have seen in Bel&bo and Vyncke, the customer can be a designer or an engineer, the only thing that matter is the work in office, and the desire to work outside. To appreciate this concept the target company would be modern, innovative and concerned by the well-being of its employees.

WHAT? The goal is to make this target audience buy the mobile desk. We want them to feel the need to escape their small or busy office to go and work in nature. We want the desk to fit their desire and the profile of our target audience. That is why we improved the prototype in something fancy, with good material and user-friendly in order to match the idea of happiness and serenity which define the concept and the company.

WHERE? Where are we going to reach this potential costumers? These modern companies would probably be in social media and internet. The best way to reach them is to create an attractive and detailed website and social medias pages where everything is described in a nice and corporate design. It is important to create a corporate design for the communication in order to create a strong and personal identity to Offroad Working. It would be good to develop one value of the company on the website and social medias, for example the "nature friendly" aspect of the product. An other nice thing would be to propose some articles in the website, some scientific studies about why is it good to work outside, or articles about what spots could be the best in West-flanders to go and work outside, with possibilities to the costumers to share their spots and ideas. The idea is to create a community around the product.
The costumer can also be found in some fair or festival with a theme around sustainable development, well-being or nature. The product fit into many field or questions which are in the trend so it is easy to go to this kind of event and talk about the product.

WHEN? The product is planned to be commercialized around May. It is maybe a little bit soon and it would be useful to think about a strong marketing plan before to put the desk on the market. Created the need and be sure that the prototype correspond to the target audience before to offer the product on the market.


Thanks to this analyses we have now a global view of the company and her product.