Taser Inc. Specializes in the Manufacturing of

TASER Inc. specializes in the manufacturing of stun guns that have often been used by law enforcement agencies in their daily work. However the media has criticized Taser and the use of stun guns has generally been disapproved because it basically leaves a person numb for a while thus making it impossible for the person to take any action. This has been criticized for various reasons and the use by the general public has also been discouraged.

Taser wants to market the product to more people so general public can use it for self-defense. TASER would require some important nonmarket strategies to promote more expansive use of its products and adoption of the same by general public. The first important step would be to get in touch with interest groups that have previously supported use of lethal weapons by the public and various agencies.

These interest groups can help in advancing and furthering TASER's objectives of becoming a more popular product that can be effectively adopted by variety of users. Similarly TASER international needs to collect information about Congressmen who are looking for re-election and have been supporters of lethal weapons and guns in the past. This can help in reaching wider markets through nonmarket strategies. In order to use nonmarket strategies to reach wider market, TASER international will first need to do the following: a.

It must first build a strong case for the use of TASER weapons by various agencies and general public b. It must come out with a less lethal form of TASER weapons that would help public see the benefits attached with using such a weapon without actually making them fearful of ending up in prison c. It needs to create awareness about the use of TASER weapons. It must educate people about the self-defense aspect of TASER products. d.

The public and various agencies where the use of these products is planned must also recive literature regarding reduction in officer injuries since law enforcement began using TASER weapons e. Tom Smith must also develop a sound plan for dealing with negative media reports Such planning would lay the foundation for successful adoption of non-marketing strategies which are likely to produce desired results. Smith must then approach interest groups, Congressmen, government agencies, local community groups and disseminate instructional and promotional information, successes stories and case studies etc.

To show how TASER use has resulted in a much safer society. This.