Case Study Analysis (A REPORT) (RESIT) Contents Executive Summary 3 Contents 3 Part 1 3 Part 2 7 Bibliography 12 Executive Summary The paper focuses on presenting a report based on two sets. The first set focuses on discussing the concepts of market segmentation in respect of three case studies…
Thus the report in question analyses the marketing theories and concepts and draws practical insights from different cases relating to such concepts. Contents Part 1 The entire market for a product or service of a company is segmented on the basis of customers that reflect the same type of needs and attributes in regards to certain product or service offerings. Such sub-divisions rendered in regards to the consumer groups helps the marketer to strategise the level of product and service offerings and also decide on separate marketing mixes to help attract the mindsets of the different consumer profiles to the product or service offerings. The importance of dividing the total market into a number of segments arises from the fact that it helps the marketers to increase the level of focus on these segments and tailor make the product and service offerings to meet the specific demands of the consumer groups concerned. Further the market segments formed in order to fulfil the targets of the marketer must firstly be considerably large enough to reflect the impact of the different marketing mixes used by marketers. Further each of the different consumer segments must be as such as would be distinctly identifiable from the other consumer segments. These specific segments other than their different attributes must be distinctly measurable based on geographical barriers. Again the elements of the consumer segments must be as such as would be potentially accessible by the marketers conducting the marketing research. Finally each of the different consumer segments must reflect different responses to the different types of marketing mixes designed to lure the consumer bases. Segmentation of the entire consumer market can be done based on different geographical territories pertaining to consumer’s residences. Again segmentation of the consumer groups can be conducted on the basis of demographics based on age, gender, income groups and other such parameters. Further the other basis on which segmentation is rendered is based on the motives of the individual in pursuing such products and also on the expectations of the consumers pertaining to the benefits received from the products (Lamb, Fair and McDaniel, p.206-209, 212-215). Suppliers also tend to segment the total market based on consumer or business categories. The supplier bodies tend to divide the entire market based on consumer and industrial products and services and thereby tend to eke out separate marketing channels for such purpose. Again the suppliers also tend to focus on division of the market groups depending on the value they would render in regards to their business operations. Another customer segmentation category used by suppliers in this account reflects on understanding of the future potential of the business groups in the future. Finally the suppliers also tend to figure out the propensity of the business firms to shift from one vendor to the other. This categorisation of the entire market helps the suppliers to devise separate strategies to counter the different challenges that may occur (Buttle, 2007, p.127-128). Moreover the suppliers of goods and services also tend to satisfy certain marketing concepts while delivering their service offerings to a large range of customers. Firstly the suppliers need to monitor the logistics functions to deliver the right products and serv ...
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The present study would analyse the business strategies of certain firms which includes analysing their product mix as well as life cycle analysis of the products in question. Further in the next section a comparative analysis of the marketing communications strategy of four businesses along with an analysis into the ethical aspects of marketing communication would be analysed.
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