Nova Southeastern University
H. Wayne Huizenga School of Business & Entrepreneurship
Assignment for Course:
MKTP 5005
Submitted to:
Dr. John Gironda
Submitted by:

Amy Ritch – ab1010@nova.edu
Cristy Feliu –
Walter McKinley -

Date of Submission: October 26, 2014
Title of Assignment: Firm Analysis Assignment

CERTIFICATION OF AUTHORSHIP: I certify that I am the author of this paper and that any assistance I received in its preparation is fully acknowledged and disclosed in the paper. I have also cited any sources from which I used data, ideas or words, either quoted directly or paraphrased. I also certify that this paper was prepared by me specifically for this course.
Student's Signature: Amy Ritch, Cristy Feliu, Walter McKinley
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Instructor's Grade on Assignment:
Instructor's Comments:

Firm Analysis Assignment: iRobot
I. Overview and Introduction iRobot Corporation (iRobot) is engaged in the design, production and marketing of home robots and industrial robots f or consumer, government and military applications (MarketLine, 2014). Currently, iRobot operates in the United States, Asia and Europe. In order to attain the company vision, it is expected that iRobot would have effective marketing strategies. However, a critical analysis of iRobot reveals that the company sadly lacks engagement with its target market, has a poor fit between its products and its marketing strategies, and needs to vastly improve on its market segmentation approach. This paper presents an analysis on iRobot’s marketing strategies. The Company iRobot develops robotics and artificial intelligence technologies and uses these in the production and marketing of robots (MarketLine, 2014). The company has two business segments. The first segment offers products to consumers by means of a network comprised of businesses across the United States, to different countries, through international distributors and retailers, as well as through its on-line store. iRobot’s home robots business unit includes mobile robots that are used for household chores. This segment’s product line is comprised of the iRobot Roomba, a vacuum cleaning robot; iRobot Braava, a floor mopping robot; iRobot Scooba, a floor washing robot; iRobot Mirra, a pool cleaning robot and the iRobot Looj, a