Market Analysis Summary
As the city of Monroe expands its borders, more and more city dwellers are choosing to live outside of Monroe in surrounding Webster County. Population in the county has grown by 10% over the past three years. The county projects 2,000 more rural housing starts for 2002. New home starts are on the upswing. Most of these new homes will have independent waste management systems. The area’s prominent builders have been in the county for over twenty years. Jean William has an excellent reputation with these builders. The new housing is clustered near the towns within 25 miles of Monroe (Bradford, Lincoln, Tracy, and Madison).
Currently, there are 80,000 homes in the county, outside the city of Monroe. Of these homes 50% have underground tanks to manage waste. More importantly, 40% of these homes are more than 20 years old. The county estimates that 60% of these older homes have underground tanks that must be replaced in order to limit the threat of ground water contamination. This represents over 20,000 homes that need new underground tanks. A majority of these homes are located in and around the villages of Riley, Jacksonville, Oakland, and Reed.
4.1 Market Segmentation
William’s Environmental will focus on the following target customers:
- Owners of older homes (20 years old or older)
- New home builders.
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