Market Segmentation Essays (Examples)

Market Segmentation Is a Way

DESIGN

The customer experience coalesces here; all segments merge together in synthesis. Models move from the rote to the analytical, from the passive to the active, and from the manufacture driven to the service driven.

To ensure long-term compatibility, perform continual needs analysis, understanding that consumer dynamics (demographics and psychographics) continually evolve.

Conclusions -- Modern society is complex, and thus the types of choices consumers make on a minute by minute basis are also complex. By the very nature of these multiple, yet dichotomous, choices, 21st century culture demands a different set of values within the sales experience. Globalism is, in fact lessening national and occupational layering, and moving the consumer more towards value orientation and commonality of views, goals, and psychological factors (Hofstede, et.al., 1990). As we look into the future of marketing, then, it is clear that both design and approach to product management must reverse century-long trends…… [Read More]

Market Segmentation and Product Positioning

Conduct a SWOT (strengths, weakness, opportunities and treats) analysis for the company;

Strengths

In the current economy, the economic downturn has hurt the horse industry. "With the loss of jobs, additional money that people used to care for their horses has gone down...You have to feed your family before you feed your horses" (Powers 2009). The availability of second-hand goods will be helpful to address this issue. On the other hand, one of the most untouched segments by the recession was that of high-end, luxury goods. Consumers who do not primarily live off of their salaries as less impacted by the upturns and downturns of the unemployment rate, and the stock market has been less affected than employment by current economic figures. They will have more money to buy customized saddles and to pursue their hobby.

Weaknesses

The market for horse items is very specific, and not all areas of…… [Read More]

Market Segmentation Product Positioning Impact on Consumer

Market Segmentation

Product Positioning

Impact on consumer

Consumer Decision Process

Marketing Mix

In this paper, we present a marketing plan for My Wonderland, a specialty smoke shop based in Lancaster City, CA and which also operates as a gift shop. The marketing plan includes a detailed analysis of the company, its clients as well as the possible expansion/success strategies. The aim of the marketing plan is to make the business appealing to potential franchisees since the business plans to employ franchise model as an expansion strategy.

Consumer behavior which defined by Hawkins (2010) as the study of individuals, organizations or groups and the processes that they use in selecting, securing, using, disposing of products, services and experiences as well as ideas for the purpose of satisfying the needs and impact of the processes on the consumers is an important aspect of marketing. In this paper, we present an elaborate marketing…… [Read More]

Market Segmentation How Does Your

2. What is your organization's target market(s)?

The target markets are children up to 12 years of age, general practitioner or family practice, geriatrics and a specialty area of orthopedics given how many sports teams are in the area. Our clinic focuses on urgent care for orthopedic injuries as these are often time-sensitive in terms of the treatment needed. Our focus on measuring wait times and response times has aided our segmentation efforts as well and efforts to create a reputation for timely, excellent service. This is consistent with findings in the field of segmentation when studied from a customer experience and expectations standpoint (Ziv, Shanthikumar, George, Carmon, 1995).

3. How are your organization's services positioned to meet the demands of its target market (s)?

The infant children's services are positioned as being comprehensive enough to deal with prenatal through adolescent child heath, yet also in depth enough to deal…… [Read More]

Market Segmentation Is Often Defined as Grouping

Market segmentation is often defined as "grouping people according to their similarity related to a particular product category" (Richardson). The most commonly used forms of segmentation are geographic, demographic, psychographic and benefit; demographic and geographic segmentation are descriptive while psychographic and benefit segmentation are behavioral. In order to determine the appropriate market for a particular product, you must be first be able to identity what sort of product you will be marketing, whether it is a consumer good or service or an industrial good or service. In this particular case, a new beverage will most likely be classified as a consumer good and as a convenience good. Maslow's hierarchy of needs categorizes all of our desires based on necessity for survival. For example, food, water and shelter are at the highest level of Maslow's hierarchy of needs because human beings absolutely cannot survive without them. On the other hand, items…… [Read More]

Market Segmentation There Are a Variety of

Market Segmentation

There are a variety of ways to segment a market in order to identify a target market and perform many of the key marketing functions. Determining the basis of an effective segmentation is a multi-step and even multi-disciplinary process that can be incredibly complex. The five key forms of segmentation include:

Geographic

Demographic

Behavioral

Psychological

Price

Geographic segmentation is simply by region. This is especially important to brick and motor retail stores and businesses in the service industry that only cater to certain areas. However, national operations such as Amazon that ship their products have a lot more flexibility in this segmentation category.

Demographic segmentation will focus on factors such as age, income level, and education status. This is an extremely useful way to focus on a target market and can be used in conjunction with geographic or other segmentation methods. For example, an ideal target market figure…… [Read More]

Market Segementation Market Segmentation Is a Way

Market Segementation

Market segmentation is a way to differentiate a group so that the seller of goods or services does not concentrate on the entire universe, but on a group of high potential customers that are more likely to purchase the product. A market segment, of course, is a sub-set of the entire marketing unit that is made up of individuals or organizations with characteristics that allow them to be grouped together to provide a more appropriate marketing experience, a more individuated for of sales. Since different segments have different values, the homogeneity with in the segment defines the common goals and needs. This has been part of the more sophisticated manner of looking at specific demographics and psychographics to set pricing, packaging, and even types of service. In effect, while there may be a number of "ideal" market segments for a specific product or service, manufacturers must develop different…… [Read More]

Market Segmentation and Targeting the

Having identified their target markets with targeted solutions, Nissan introduced a model called "Cube."

While market segments and targets will naturally emerge from research, it is important to acknowledge that all segments or targets are not of equal value. Each segment needs to be evaluated: how large is the segment and can a single solution distributed through a specific set of channels be profitably? (Lecture Notes/textbook) In addition to market sizing and profit potential, a target market should also be evaluated from a long-term perspective: will people who buy their cars as young consumers, continue to buy the Nissan brand as they progress through their life stages?

According to Murphy, the domestic sales of Japanese car manufacturers continued to decline; however, he did not provide enough information to determine the success of the "Cube." From a positive point-of-view, it is possible that the introduction of the "Cube" may have brought…… [Read More]

Market Segmentation and Promotion Strategies in Achieving

Market Segmentation and Promotion Strategies in Achieving a Competitive Advantage

The importance of market segmentation relates to the need for companies to identify the specific attributes and needs of its customers in order to provide appropriate products or services. The importance of promotion strategies relates to the need to reach these market segments effectively with a company's marketing message. In order to gain further insights into these two critical marketing principles, this paper provides a review of the relevant literature concerning market segmentation and promotion strategies, followed by a summary of the research and important findings in the conclusion.

Market Segmentation

In order for companies to fine-tune their marketing efforts, they must first understand which segment of the market is most appropriate and how they can best reach this segment with their marketing message. In this regard, Michman (1999) advises that market segmentation is "a process of dividing a diverse…… [Read More]

Market Strategy and Market Segmentation

Oakley Pro-Lenses Marketing plan

Market Strategy and Market Segmentation

Presenting the brand

It is important to know what role plays one product in our lives, that's why to fulfill all the customer needs requires a set of processes. In order to see how the new product will fit in the market, we conducted a marketing plan for releasing successfully Oakley ProLenses.

Oakley is one of the most loved brands of sunglasses, being known worldwide for design and quality. Oakley ProLenses is considered to be an innovative product, that's why the company needs to decide how to launch the product on the new market.

Presenting the product:

Oakley Prolenses, are made from a high quality materials, the lenses being made from a modified glass, and the arm glasses from special non-allergic substance called " biogen." The product comes with the latest designs, diverse models, different colors, and the latest technology which…… [Read More]

Using Market Segmentation to Target Travelers

Segmentation -- Barcelona Travel

Market segmentation is a technique that groups consumers with similar needs and common buying behaviors into segments. These segments become the basis for targeted marketing, which is a more efficient and effective method of marketing than advertising to the masses (Epetimehin, 2011). A feature of market segmentation is the creation of consumer personas or profiles. Consumer personas are pegged to distinct market segments identified through the segmentation processes (Epetimehin, 2011). The use of consumer personas and market sub-segments requires a balancing act of using fine-grained filters while avoiding too discriminations that are too fine. Conceptually, consumer personas and sub-segments help businesses to reconcile consumer needs and desires with the limited resources of the firm (Epetimehin, 2011). A marketing segmentation approach is essentially a customer-centered approach that allows the products and marketing offerings to be adjusted so as to match the distinctive attributes and behaviors of consumer…… [Read More]

Construct Lifestyle in Market Segmentation The Behaviour

construct lifestyle in market segmentation: The behaviour of tourist consumers" by Gonzalez and Bello (2002) argue that traditional segmentation techniques are inadequate to meet the needs of modern tourism consumers. They posit that lifestyle needs to be factored in, so that tourism operators can be better-equipped to meet the needs of tourists. The authors note in particular where there are similarities in purchasing patterns between people with very different socio-economic and demographic terms. The flip side to this is also noted -- that people can differ quite a bit in terms of lifestyle despite having demographic similarities. Thus, by factoring in lifestyle, marketers can improve their segmentation of the tourism market and this will give marketers a better chance to appeal to different lifestyle segments.

Olaghere (2010) gives a critique of this paper. He notes that using easily-observed lifestyle variables can deliver a 94% correct categorization of individuals, reinforcing the…… [Read More]

Marketing Concept and Market Segmentation

Pizza Hut, Domino's most dominant global competitor, was clearly way behind all three national pizza chains in 2005, with a very weak innovation story on new products to sell, and more re-shuffling of menu items with aggressive pricing and programs to bring in the lucrative in-store buyer. The net result from this lack of innovation was Pizza Hut losing significant market share. it's expected that Pizza Hut will be more competitive to be more promotional throughout 2006, and would expect aggressive advertising that accentuates a "value" message.

Given a high gas price environment which is already happening today (as of June 2006), many operators in the pizza category have discussed "value" as a key theme. The challenge will be increasing transactions through "value" offerings while maintaining or boosting average pizza orders. According to Pizza Hut, much of the growth in the category in 2005 has been achieved through higher average…… [Read More]

Hip Implant Product Market Segmentation

urgeons enter with the primary interest of achieving the best care for their patients, and may have an attitude which is disinclined toward changing accepted technologies. urgeons are not the greatest potential group for marketing focus given that some significant percentage will lack the authority to choose venders in a larger healthcare system.

Hospitals should constitute a larger part of the potential market. This target is also divided between general practice and specialization of hip implant procedures. Most hospitals are part of larger healthcare networks today, making decisions typically centralized and highly dependent upon shared economic interests with selected vendors. Thus, an attitude of resistance to change may also persist here, though penetration of specialty facilities in particular is a positive path to realizing a greater sale potential.

The two overlapping but distinct targets of healthcare dealer and stocking distributor are firms that specialize in identifying profitable and reliable medical…… [Read More]

Marketing Market Segmentation the Market

The large amount of Hispanic supporters drawn by Fernando is a very valuable market segment for Dodgers tickets and merchandising. Season ticket sales can be positioned concomitantly with new merchandising in order to draw the Hispanic market.

Positioning

The Hispanic market can also be used as a target for positioning Dodgers tickets and merchandising. Positioning refers to the image that the company creates for its product in the mind of consumers. The two target markets are therefore used in creating a favorable image for the Dodgers and their tickets

Market positioning is fluid and evolves with the product itself. Fernando's inclusion and subsequent success within the Dodgers is therefore a catalyst for positioning evolution for the ticket selling company.

Positioning refers to the position of a product within the marketplace. Dodgers tickets are important to the high-end market and particularly to the Hispanic market. Dodgers tickets should therefore be identified…… [Read More]

Snickers Market Segmentation Is the Art of

Snickers

Market segmentation is the art of dividing the market own into different parts. For Snickers, the company sells to a lot of different segments. It is important, therefore to understand which segments are the most potentially lucrative for this new marketing strategy. Segments can be done on the basis of age, race, gender, income level, education level, geographic location or any number of other variables. These different groups can also be segmented on the basis of homogeneity (common traits), distinction (what makes them different from each other) and reaction (how they react to the product).

Snickers sells bars to a lot of people, so it uses multiple marketing campaigns depending on what audience it wants to reach. In this case, the company is going to try a little ethnic marketing, to the Chinese community, which represents segmentation along language lines, since there is no overlap between people who speak…… [Read More]

Segmenting the Market Segmentation Maria's

Generation Y couples are also more likely to shoulder the burden for the wedding, rather than insist that the bride's family buy the wedding and the groom buys the engagement ring.

Rather than expensive jewelry and fashion, Generation Y tends to be more interested in electronics and other accoutrements of the digital age. Generation Y consumers may be more apt to invest in new computers, iPads, and the latest 'tricked out' iPhone rather than jewelry. Even if a wealthy Generation Y consumer has the financial means to invest in electronics and jewelry, tangible, material goods might seem less important than the virtual items more valued by Generation Y

Instead of focusing on Generation Y, stressing the values of Baby Boomers and older individuals might be a more feasible segmentation strategy for Maria. The classic nature of a diamond gift is likely to appeal to affluent, long-married Baby Boomers, who are…… [Read More]

Demand Analysis Market Segmentation

Mark Ames, an expatriate living in Moscow, Russia, had only heard of Old Navy from friends. "The Old Navy store chain is one of those cultural events that I missed out on, having spent almost all of the 1990s abroad," he claimed. However, upon visiting one of the stores for the first time in January of 2003, he was able to percieve the class differences at play between Old Navy, the Gap, and anana Republic, the sister retail clothing companies that are owned by Old Navy's parent company, Gap Incorporated. These three companies, in addition to Gap Kids and aby Gap, provide an excellent example of market segmentation.

The old saying goes that 'the clothes make the man,' and our concept of 'materialism' is most expressively represented in the material, or fabric, that we chose to wear. Although internalized demographic notions affect most of the patterns of consumption that are…… [Read More]

Fashion Market Segmentation in Clothing

'

Marketing to children is always complex, because although children do the begging, moms and dads do the buying. Thus, the ad is carefully constructed to appeal to girls and to stimulate their persuasive abilities. The presence of the beloved and popular American Girl Dolls at the bottom of the ad adds to this appeal, as well as links to the doll-selling site. But ultimately, the ad really appeals to American girl's mothers who wish to create an idealized image of girlhood for their still innocent children. This is an image of American girlhood, that may never have existed but which many mothers would like to provide for their children. They mothers are, American Girl, hopes willing to pay richly for their children's images of spring innocence.

Despite the ad's placement on the international medium of the Internet and the expanding base of the company, the whiteness of the girls…… [Read More]

Market Efficient Respect Set Information Impossible Makes Abnormal Profits

Market Efficient espect Set Information Impossible Makes Abnormal Profits

Market Efficient

In his work, Fama argued that given the massive use of resources by the brokerage firm to conduct studies on trends in the industry, the effects of changes in interest rates on corporate balance sheets and expectations of managers and/or political analysts of the companies should be able to systematically beat a generic portfolio with the same risk characteristics.

Since, according to Fama, professional in every situation, the analyst has a fifty percent chance of beating the market; although its specific capabilities did not exist he would beat a lot of the market. The analyst did "help" the market to be efficient if all the investors, in fact, would hold portfolios composed of stock indices, would open up significant opportunities for professional traders to take advantage of the situation. But the movement of traders to that "new market" would…… [Read More]

Market for Toscani's in Parramarra

The segmentation recommended in this marketing plan includes the following:

Ensure that locals (there is an advantage to the restaurant's site) become regulars.

Differentiate the "Italian" notion for those who want something different from "standard," "middle of the road" Italian fare.

Come up with very targeted marketing which ensures focus on the three target customer groups:

Those living/working within a well-defined radius

Those who may know the restaurant from other experiences in Australia

Spur-of-the-moment tourists who see the restaurant and walk in.

Cost structure of industry (especially whether variable cost is a small or large proportion of the normal selling price, and whether there are significant economies of scale of production, importance of transportation costs etc.),

The relative margins earned by restaurants vary from zero to 10% of total sales. Price discounts may be attractive to customers, but can have a dramatic impact on the bottom line if not properly…… [Read More]

Segmentation Influences the Definition of

This trust issue is so strong that many organizations literally will make one manufacturer their sole source for products and services for such critical links as the steel used in their products or the cable used for building bridges. For the hypothetical travel service introduced at the beginning of this paper, the success or failure of the business hinges entirely on the ability to become a trusted advisor to potential and existing clients. In addition to trust, organizational buyers and consumers both evaluate products and services on their congruence or alignment with their own needs and wants. This congruence or alignment with specific needs is critical for any manufacturer to be successful in marketing and selling their products. There are many other factors influencing organizational buyers and consumers, yet trust and congruence or trust specific to product features relative to an organization or consumer's needs are the most critical.

Product…… [Read More]

Segmentation Is the Behavioral One

He will probably start purchasing his own toothbrush and will be included in one of the three behavioral groups I have previously discussed. After the age of 55, people seem to lose interest in tooth brushing and are likely to practice it less than earlier.

The most important issue that that managers should consider when deciding on product positioning is the category of consumer they choose to address. In this sense, clear segmentation schemes should be provided, included by income, age, social position, etc. These external environment factors will provide the basis from which the product can be developed, including here features that make up the augmented product and the expected product. Knowing the consumer you target is essential in making and delivering a products that will provide full customer satisfaction and will permit customer retention.

On the other hand, the manager needs to perform an internal analysis and decide,…… [Read More]

Market Positioning of Samsung

Samsung Cell Phone Market Segmentation

Samsung cell phones have a competitive advantage over most competitors based on the outstanding characteristics such as the apps support, size, the weight, the ability to retain the charge, the number of games it supports, the possibility of paying for gams and install, the aesthetics, the internal memory and the camera quality among other things.

Segmentation

The Samsung cell phone will target two main segments; the trendy young professionals getting into the job market and secondly, the professional middle aged men with a few years of experience in the job market.

Geographic variables in this market segmentation include the rural areas as well as the urban regions where the population is high. These are areas where both the young professionals and the middle aged professionals can be found establishing themselves in various employment sectors or setting up their own businesses.

Psychographic variables considered here are…… [Read More]

Market Driven Management

Pharmaceutical industries have to operate in an environment that is highly competitive and subject to a wide variety of internal and external constraints. In recent times, there has been an increasing trend to reduce the cost of operation while competing with other companies that manufacture products that treat similar afflictions and ailments. The complexities in drug research and development and regulations have created an industry that is subject to intense pressure to perform. The amount of capital investment investments required to get a drug from conception, through clinical trials and into the market is enormous. The already high-strung pharmaceutical industry is increasingly investing greater amounts of resources in search of the next "blockbuster" drug that can help them gain market position and profits. Laws, regulations and patents are important to the industry while spending billions of dollars in ensuring the copyright of their products.

It is the intention of this…… [Read More]

Market Segmenting and Targeting Martha

Creating a homey, comfortable, and beautiful environment is likely to be important for the consumer, as much of the products of the company stress simplicity and elegance, yet adding something a bit extra to everyday life, through the use of homemade crafts, making food from scratch, or added amenities to the home. These are women who are concerned as to what other women think of them, and think of their childrearing and homemaking skills.

hat segments are the ideal targets of the market?

Marketers estimate that although women slightly more than 50% of the population, they women "buy or influence an average of 85% of everything that is sold in the United States," and that number is even higher for food, household items and home improvement items (Clark, 2007) omen are ideal marketing targets because they have "huge appetite to communicate" and often recommend products to their friends, and use…… [Read More]

Market Research Mini-Guide -- Health

(as the survey is an intercept interview, the survey should not exceed more than 20 minutes, and the 15-minute interview length would be the recommended duration given that the survey is about customer satisfaction.)

III. Executive Summary

This document provides important information on Mercy Health System's market research plan and strategy: a mini-guide on the market research process and the research plan for the proposed Customer Satisfaction Study.

The market research process mini-guide provides a brief discussion of the important stages in research implementation. Brief descriptions are provided based mainly on the Consultant's experience in market research as conducted in the healthcare / health service setting. Key points discussed include the formulation of the research objectives, developing the research design and methodology (data collection), data analysis and interpretation, and report writing and presentation. While each stage is given its proper merit and importance, it is the Consultant's recommendation that to…… [Read More]

Market for Machines Segmenting for

The
choice of segmentation strategies could also be fine-tuned by the life-
stage of consumers, with those members of a target audience who have young
children needing clocks with simple numerals for example versus the more
ornate clocks that retirees like to decorate their homes with. The use of
attitudinal segmentation in conjunction with lifestyle and psychographic-
based analysis of consumers' needs can lead to entirely new classes of
products being produced. Often those companies with the best understanding
of the preferences of their consumers also create more innovative products
as a result.. In this regard, the use of segmentation as an approach to
driving future product innovation through more effective customer insights
is invaluable as well.

eferences:
Marketing Leadership Council (2006). Overcoming Complexity in Segmentation
Alternatives. Corporate Executive Board White Paper Series. October,
2006.…… [Read More]

Market Orientation and Healthcare Case

3. How the quality of service changed and why?

The quality of service increased significantly as all practices areas of the hospital better aligned to the cultural norms, values and needs of each ethnic population represented by the segments served. The quality also increased because the staff also began to better understand the unique needs of the patients being served, with more emphasis on interpersonal communication than had been the case in the past. This personalization aspect of leadership works both ways; the hospital staff had a much better appreciation and understanding of the unique needs of the population they were serving, and the potential patients and customers developed familiarity and trust with the providers. The next step for the hospital is to create a means to continually evaluate the level of satisfaction they are delivering to patients. The hospital could use the SEVQUAL metrics to evaluate the level of…… [Read More]

Market Research at Kudler Foods

As the elasticity of demand for their products is flat Kudler could easily increase prices on new products and consumers would still buy them. They are missing out on a major opportunity to drive up profitability as a result.

Customer's Preferences for Selection and Unmet Wants

Large-scale retailers often rely on a framework of research to define the preferences and unmet wants or needs of customers by segment and audience (Thompson, Stanton, 2010). This framework impacts everything from the planograms used for laying out retail stores to the definition of pricing and discounting, including seasonal specials on given products (Thompson, Stanton, 2010). Kudler most likely does not have one of these for even the commercial chef market yet, and as a result is missing out on a very significant revenue opportunity. The use of these frameworks can greatly simplify supply chain coordination, store planning, and the development of store promotions.…… [Read More]

Market Research Before Beginning Any

These studies can be beneficial in providing direct human responses, and though such data is not appropriate for statistical analysis, it can provide tremendous insight into the feelings of the average consumer and lead to some creative new ideas (Tutor2u). Surveys could also be sent out or even included in product packages to determine tastes and satisfaction levels, and even advertising awareness and response (Tutor2u). The drawback to such research is that both surveys and panels will only return a handful of responses at a time, and tastes may range greatly between individuals and regionally, making it necessary to conduct many panels over all of the regions which it's Popcorn Time! Wishes to sell to. Still, the benefits of this type of research -- true human insight into the consumer's wants -- far outweigh the limitations.

Some qualitative methods I would employ when conducting research for it's Popcorn Time! would…… [Read More]

Market Research at Kudler Foods Market Research

Market esearch at Kudler Foods

Market esearch at Kudler Fine Foods

The catalyst of any successful business is the ability to quickly translate customer data in its many forms into a competitive advantage (Perreault, Cannon, & McCarthy, 2008). For Kudler Fine Foods, they have many opportunities to learn from their customers and grow their core business in the process. The intent of this analysis is to evaluate how the many concepts, frameworks and structures of market research can be used to augment and strengthen the store's ability to serve existing customers and gain new ones.

etailers especially need to be cognizant of how to best to coordinate all the market research functions in a concerted and focused base of knowledge which can be used for making insightful, intelligent strategic decisions (Perreault, Cannon, & McCarthy, 2008). For retailers this focus needs to include the complete customer experience from an authenticity and…… [Read More]

Market Research Questions Question 1

This would
significantly increase the response rate, but I would be sure the
underlying aspects of the survey were correct first.

Question 8: Define a hypothetical situation in which you would use an
observation form in place of a questionnaire. Discuss the elements of this
situation that would make it more practical for you to use the observation
form.

In the case of researching the development of an entirely new class of
automobiles, where people often don't know what they want until they see
it, I would rely on observation research. These are typically called new
car clinics, where potential new car models are previewed and car companies
ask for feedback on how they are perceived by the public. If I was
designing an entirely new SUV, I would go and observe how families use
their SUVs today, and how singles use SUVs for their mountain camping
hobbies. In short…… [Read More]

Market Research Assessment of Airlines'

sevice (Huse, Evangelho 2007). What is needed is moe concentation fist on the objectives of the study in light of the planes' poposed econfiguations' inceasing full sevice elative to low cost. Once that hypothesis in conjunction with a picing analysis of how much those loyal business leade taveles on the ailine today ae willing to pay, then a moe accuate eseach design can be developed.

Following a claification of the eseach design and hypothesis, the eseach team needs to also conside attitudinal and psychogaphic eseach in addition to puely looking at the economics of picing as it elates to poviding geate sevices on thei jets in the fom of meeting aeas. Specifically looking at what business leades conside to be exceptional sevice offeings elative to thei baseline levels of expectations is citical to see if the inclusion of tables is even in thei set of pefeences o minimum expectations (Enquist,…… [Read More]

Market Dominance When a Company

A challenger thus goes for an all out attack against the leader in order to gain market share. In the field of pharmaceuticals, for example, Merck would be seriously challenged by Pfizer because both companies are massive in size and are targeting almost the same areas. Some of the strategies attained by a challenger would include Frontal attack (offering new and better products at lower price) Leapfrog (offering treatment in previously untouched areas), Flank (reach a new segment of market) and encircle (develop a niche).

Market Nicher:

A company may choose to focus on one single segment and hence achieve the title of a specialist. The company is still trying for domination but only in its selected areas. It doesn't want to compete in every single field like the leader or the challenger. For example a firm may try to become a dominant player in discovering treatments for neurological disorders.…… [Read More]

Marketing Segmentation and Product Positioning

The company will also offer training service for small and home businesses. ATC will achieve strategic positioning by delivering value proposition for its product and services. ATC will use packaging, brand name, styling, quality, and safety to position its products. The company will use cost advantages to compete in distinctive way.

Price: ATC will offer its product and services at industry average price. The company will not offer its products below the industry average price because the customers may believe that the company is not offering the best value for its product and services. However, ATC will use the early payment discount, price discrimination skimming and penetration as the pricing strategies.

Place: ATC will use different distribution strategy to reach customers .The company will open offices at the strategic positions across the United States where customers could order for the company product and services. The company will also use the…… [Read More]

Business-To-Business B2B Customer Segmentation Is

This is an essential requirement of their roles in an organizations s they progress to more senior positions over time (Nejmeh, 1994). Mastery of complex software is a critical aspect of how members of this market segment continually improve their marketability and also gain greater options for career transitions into senior management. In selling to this segment, it is imperative to not just sell at them, but to educate them through a series of useful interchanges. One of the most critical areas of all for these professionals is knowledge of Software-as-a-Service (SaaS) and cloud computing, and how it relates to the financial performance of their organizations (Jacobs, 2005). There is also a critical need for understanding and gaining mastery on how entire series of cloud platforms are used for managing an entire enterprise as well, specifically in the area of virtualization and cloud-based performance management (Mladenow, Kryvinska, Strauss, 2012). From…… [Read More]

Customer Segmentation

Customer segmentation refers to the division of customers in a market according to similarities they share. Such characteristics include spending routines, age, gender, interests among other traits. Segmentation is an efficient marketing tool as it allows the organization to focus on a group of customers in the market. The management is able to use segmentation to allocate adequate resources that address the selected group. The management of an organization use segmentation as an innovation tool. The organization is able to identify the needs of majority of its customers and produce a product aimed for this market. Segmentation as an innovative and marketing tool enables the organization to attract and retain a client base that will support an organization's operation.

Marketing research is among the methods used to evaluate the customers segments in a market. Customer segmentation profiling enables the producer to identify the consumer group to target in the market.…… [Read More]

Marketing Life Stage Segmentation the Generational Cohort

Marketing

Life Stage Segmentation

The generational cohort segmentation shows how segmentation divides a population into smaller distinct groups. The different and unique characteristics of each group formed during segmentation allow advertisers to get an important guidance for communications planning. There are generally five ways of using this information once advertisers have divided a certain group.

First, segmentation permits advertisers to consider differences within the potential consumer audience for a particular product or service. As the segment characteristics in the generational cohort segmentation illustrate, it is unlikely that all individuals in the broader adult population will see all brands within a product category as equally acceptable or all advertising messages for brands within a category as equally relevant or persuasive. Different segments are likely to respond differently to the same product or advertising message. Thus, segmentation provides the information required for the planning and presentation of an advertising campaign that exactly…… [Read More]

Psychographic Segmentation of Starbucks

Starbucks, a Market Analysis

Starbucks is a major, world wide coffee retailer specializing in a variety of brands of blend coffee and iced beverages, among other related products. Within the market sector Starbucks exists stands several competing companies such as The Coffee Bean & Tea Leaf and Caribou Coffee. Each company shares similar strategies, appealing to a similar demographic, and hails themselves as the high-end of coffee-based shops/cafes. They also share a similar promise of quality ingredients and service. The difference is, while a company like Starbucks focuses on the behavior of consumers to market their product, a company like Caribou coffee relies on the taste and quality of their product, and The Coffee Bean & Tea Leaf rely on location and ease of access.

Starbucks was selected as the primary company to analyze due to its immense popularity and success over the last decade. It has become one of…… [Read More]

Audi Segmentation and Marketing Plan Audi Is

Audi: Segmentation and Marketing Plan

Audi is a luxury car manufacturer with international sales and recognition for its cars, but without the degree of market share as other luxury brands such as Mercedes and BMW, and without the sense of extreme performance and luxury offered by brands such as Porsche and Ferrari (Motor Trend 2010). By developing better market segmentation and an overall marketing strategy, Audi can better position itself to achieve greater growth and a larger market share in the luxury auto industry. This paper will attempt to provide a brief overview of various strategic components that should be considered and acted upon in Audi's marketing strategy.

Segmentation

Market segmentation is a key component of successful marketing plans in all industries, and perhaps especially in the highly competitive automotive industry. The higher cost of luxury cars adds even greater complications to marketing endeavors as it makes these items highly…… [Read More]

Google's Strategic Plan Satisfying the Market

Target Market

Google will focus on market segments that demonstrate the ability to expand with the business as it continues to invent products for the future technology. The well-informed student segment is subjected to vast technological advances and is easy technology adapters. This makes this segment an ideal market for the company to focus on. Besides its internet product, Google is revolutionizing its digital media platform. The perceptive student segment is always plunged in the digital media, and the company will maximize on this segment's needs for better technology. By concentrating on this market and acquiring recognition, the company will ensure this segment remains loyal to its brands due to its continuous quality products and technological innovations.

Market segmentation

Geographic segmentation:

The internet is a universal device so the company will appeal to highly diverse users.

Most of its customers will be global

The products provided by the company will…… [Read More]

Samsung S New Target Market

Samsung Cell Phones

Segmentation

The first distinct market segment for Samsung is the enterprise market, which is primarily regarded as employee phones market. This market segment has grown tremendously in the past few years and businesses incorporate phones into work processes. The segment contains the working class population with different income, age, and of different gender. The population is in different geographic and can be segmented through user status for employees who are looking for ways of enhancing work processes. The second market segment for Samsung cell phones is the early adopter market, which comprises of children or technically ignorant or naive customers. This segment contains children who are looking for phones to play with or individuals seeking for easy-to-use phones. The behavioral segmentation of this market is user status since it's made of first-time users or technically ignorant users who are usually found within the home setting. The individuals…… [Read More]

Mixed-Method Approach for Developing Market

The researchers triangulated the data sources by interviewing over 60 organizational members, including CCI staff, managers from diverse hierarchical positions, staff members, and employees. Each interview lasted between 45 and 120 min and was transcribed in full for coding purposes. The researchers also collected more than 2,000 pages of relevant documents, including minutes from CCI staff meetings, annual reports, intranet postings, and several drafts on a strategic communication plan. This sample size appears to be adequate and appropriate for the study being undertaken.

The article Are Consumers ational? Experimental Evidence? By Shugan (2006) looks at the different tests that can be used to try and predict consumer behavior. The difference between experimental and statistical controls explains the divergence in conclusions. Experimental controls test rationality based on whether previously absent variables exhibit significant explanatory power holding known explanatory variables constant. Statistical controls test rationality based on the incremental explanatory power of…… [Read More]

Capital Fall if Financial Markets Are No

capital fall if financial markets are no longer segmented? What evidence is there of this effect?

Up until the mid-1940's markets where knows to be restrictive in cash flow movement, this in combination with tax and transactional barriers on ownership by foreign entities meant that equity markets were not developed. They were in fact marked with low liquidity, not enough regulation and inconsistent disclosures.

If capital markets are segmented, then investors can only invest domestically. This means that the market portfolio (M) in the CAPM formula would be the domestic portfolio instead of the world portfolio.

This equilibrium had banks, securities market and capital markets as the primary source of finance. The localized source of finance meant that domestic investors were they only players in the market with most shares, resulting in high cost of capital.

1970's brought on the liberalization of markets in the developed countries which resulted in…… [Read More]

Death of Consumer Segmentation

online newspaper relate reflection back concepts. Find article online newspaper related concepts

Market segmentation: Article review

According to the advertising and marketing trade publication Ad Age, despite the commonly-embraced concept of consumer segmentation, the 21st century may oversee the death of this method of market analysis. First and foremost, "the rather static definition of consumer segments is becoming less reliable in our extremely volatile society, especially in today's economic climate" (Fassnacht 1). In other words, identity segments are changing faster than marketers can build coherent new market segment definitions. As soon as a campaign is generated, it becomes irrelevant. Additionally, the volatility of modern society means that consumer's self-definitions have become far more complex. Consumers today are very resistant to being pigeonholed. The "feel, rightfully, that they belong to a multitude of segments. They can be the professional executive in the morning, the boyish sports fan in the evening, the…… [Read More]

Chipotle's Entry Into Singapore Market

Country and Company of Specialty Marketing Strategy

Introduction about Singapore

Introduction of Chipotle Mexican Grill, Inc.

Background of Chipotle Mexican Grill, Inc.

Global Macro Environment

Macro Environment Analysis, PEST analysis

Politics, ules and egulations

Economy

Society and culture

Technology

Opportunities and the threats

Opportunities

Threats

Global Competition Analysis

Competition Analysis

Primary competition in the selected market

Secondary competition

Entry Strategies Discussion & Evaluation in the selected country

Entry Strategy Selection and discussion in the selected country

Target market analysis & segmentation

Target market analysis

Target market segmentation

Global Marketing Mix Strategies

Product Strategy

Current product strategy with examples

ecommended product strategy

Price Strategy

Current price strategy with examples

ecommended price strategy

Promotion Strategy

Current promotion strategy with examples 13

ecommended promotion strategy 13

Place strategy 14

Current place strategy with examples 14

ecommended place strategy 14

eferences 14

Synopsis

Chipotle Mexican Grill, Inc., simply referred to as Chipotle, is a…… [Read More]

Small Medium Enterprise Setup Financial and Market Analysis

Small Medium Enterprise Set Up

Mission statement

Business goals

Marketing

Market research (location and size of market)

Market segmentation (which segments will you target)

Marketing plan

Products/services and target market(s)

Placement

Promotions and advertising

Pricing policy

Evaluation of marketing

Operations

Legal and licensing requirements

Organisational structure and staffing

Insurance and security issues

Business premises

Equipment required

Production process

Critical risks/contingency plans

Financial projections

Capital expenditure forecast

Sales forecast

Cash flow forecast

Projected profit and loss statement

Owner's personal expenses (continued on next page)

Environmental responsibility and Eco-sustainability

Implementation timetable

Conclusions and future directions

Executive Summary

Business Plan Structure

The business plan will focus on establishing a new kind of insurance company in Australia called Jade Insurance. Their basic goals are to offer clients with low cost solutions, better service and more personal attention on host of products. This will be achieved through working with local and overseas carriers. The idea…… [Read More]

Market Orientation Strategies Affect the Acceptability of

market orientation strategies affect the acceptability of their products and services among their customers. Even though banks -- above all -- are utilizing old-style approaches of endorsing their financial services and products; their marketing strategies have mainly been controlled by relationship marketing, digital marketing, rivals' strategies, and complete industry behavior. The entire attention of their marketing orientation stratagems is to appeal to new customers in addition to keep the present customers by proposing the most inexpensive and consistent banking services and products at the most reasonably priced fees. As a result, there is a huge necessity to recognize how these marketing orientation strategies truly influence the level of suitability of the general consumers. In order to gather the information a phenomenological study will be used because it is one that focuses on descriptions of what individuals are experiencing and how it is that they experience what they are experiencing. Interviews…… [Read More]

Market Case Analysis for Verizon Fios TV

market case analysis for Verizon FiOS TV offered by Verizon Communications. The analysis consists of product, pricing, promotional, and distribution strategies which Verizon Communications should follow in order to operate in the industry in the most competitive and profitable way. The analysis of industry and competition is also given as a part of marketing research strategy.

Verizon Communications is one of the leading communication services providers in the World. Its major products and services include Verizon FiOS TV, FiOS Internet, FiOS Digital Voice, set-top box, and receiver sets. This paper presents a marketing analysis for Verizon FiOS TV -- one of the most successful communication services offered by Verizon Communications in the United States and some other countries. Verizon FiOS TV is a high quality fiber optic cable network for home television entertainment. Verizon Communications offers its Verizon FiOS TV in all the major cities and towns of the United…… [Read More]

Market Segments of B2B

Apple iWatch

Integrated Marketing Communications

Integrated marketing communication strategy is a great manner for a company's brand to specifically lay emphasis on the consumers. Apple Inc. uses integrated marketing communication (IMC) so as to communicate with its target market. The communication plan of the company is modified with regard to the target market, the product position and the society in overall. Apple Inc. in determined to be close to its consumers by providing quality and increasing its brand awareness to its consumer base. The company uses social marketing to generate emotions and relationships with consumers. For instance, the company comes with innovative products, such as the iPhone and iPad to increase the user experiences of the consumers. Some of the tools of IMC employed by the company include: interactive or internet marketing, direct marketing, advertising, sales promotions and also public relations. In general, Apple Inc. is largely focused on increasing…… [Read More]

Market Research and Company Overview

Athletics Supreme Marketing Plan

Company Overview and Market esearch

Overview of Company

Athletics Supreme is a company that has been in the sporting product industry for 10 years now. The main offices and largest retail store of the company is located in New York City. In particular, the company has become a household name in providing sports equipment, such as tennis rackets and balls, rugby balls and footballs. In addition, the company offers sporting exercise equipment, such as treadmills, weights, rollers and the like. The company has grown, both in scale and size, over the past five years. It has been able to open several other retail stores in different states across the nation. In addition, the company has also been able to expand globally with one store in Canada and another in the United Kingdom. In the contemporary, owing to the increase in demand from consumers and popularity, Athletics…… [Read More]

Whole Foods Segmentation

Segmentation

Whole Foods is a grocery retailer. They operate in a single operating segment according to their Form 10-K, which is "natural and organic food supermarkets." Within this single business, there are multiple customer segments that Whole Foods seeks to serve. Using different segmentation methods, such as demographic, psychographic, geographic and behavioral, this paper will seek to better understand how Whole Foods is segmenting the grocery market. The company's positioning can be understood in the context of its mission statement: "…devoted to the promotion of organically grown foods, healthy eating and the sustainability of our entire ecosystem." There are hints in there about the nature of Whole Foods' business. Implicit in this is also the reality that natural and organic foods are often more expensive to produce, and as a result cost more at the retail level.

Geographic

Probably the easiest of Whole Foods' segmentation to tackle is the geographic…… [Read More]

Trends in the German IT Industry

Market esearch -- Germany

German IT Market

German is the biggest and most mature IT industry in European countries. Its high levels of urbanization, knowledge, and affluence combined with its powerful economic efficiency makes it a welcoming IT market. It is expected that there will be powerful pre-paid customer growth in the in German market. Major players include Vodafone with 33% share of the market, T-Mobile with 32%, E-Plus with 18% and O2 with 15%. Since Vodafone released Germany's first commercial 3G solutions in 2004, 3G solutions are becoming progressively frequent. All the four IT providers are expected to invest in the development and update of their 3G network. Vodafone, Deutsche, and O2 are in the process of establishing Long-Term Evolution (LTE) systems, following the sale of new frequencies (Antonelli, 2008). This paper seeks to highlight the retailing trends and challenges facing German IT Market.

Trends in the area of…… [Read More]

European Market With a Chilean

Thus, despite the high per-capita incomes in Scandinavia, consumers are value-conscious. Unlike Germany, Scandinavians are willing to pay more for wine, and recognize quality differences.

Netherlands

Like Scandinavia, the Netherlands is open to wine imports. With historical connections to Spain and Portugal, and without alliances with Italy or France, Dutch wine drinkers are friendly to imports and to the Spanish character found in Chilean wines. Like Scandinavians, the Dutch have high per-capita incomes are willing to spend for super-premium wines. They are unwilling to 'overpay' for quality, however, and are likely to compare the quality of an 8 pound Chilean wine to similarly-priced products from Australia, the U.S. And other major wine exporting countries.

Chilean Wine Promotion in Europe

Chile is not alone in wanting to increase wine exports to Europe. Australia and the United States have developed significant market share and see growing exports to European markets. The Wine…… [Read More]

Benefit Segmentation in the Oral

4. Specialty toothpastes created for customers with sensitive teeth, gums or other medical conditions, with customer experience being the most critical

5. Lifecycle approach similar to Crest yet focused on the consumer's purchasing lifecycle

Based on this analysis, my top five criterion are as follows:

1. High performance toothpaste capable of delivering preventative protection and has a fresh taste

2. High performance cavity prevention

3. Making dialing brushing less of a chore and more fun and enjoyable

4. Available in a wide variety of flavors

5. High performance, rapid whitening toothpastes that bring quick results to teeth and gums.

Based on these criterion, I have become a loyal Crest Complete Multi-Benefit Whitening + Scope -- Citrus. This toothpaste fits my profile of benefits precisely and has led to my becoming brand-loyal to this specific product based on the benefits it delivers.

2. Select another oral care (e.g., toothbrush) product where…… [Read More]

Marketing Segmentation for a Sports

In terms of the least important of these segmentation approaches the least important is substantial, as a unique value position and resulting unique market position would be of more value. Creating segmentation strategies based more on the attitudes and values of auto consumers (Sukhdial, Chakraborty, Steger, 1995) has proven to be effective. Unique value propositions that resonate with potential sports car purchasers need to align with their values, preferences and self-concept. The potential customers must see congruence between their own values and needs and the segmentation, market messaging and market positioning of the sport car for any marketing campaign to be effective over the long-term.

eferences

Sukhdial, Ajay S, Chakraborty, Goutam, Steger, Eric K. (1995). Measuring values can sharpen segmentation in the luxury auto market. Journal of Advertising esearch, 35(1), 9. etrieved October 11, 2008, from ABI/INFOM Global database. (Document ID: 4394190).

Seounmi Youn, Hyuksoo Kim. (2008). Antecedents of Consumer…… [Read More]

Psychographic Segmentation

Psychographic Segmentation is one of the many different approaches taken in dividing the market into segments. It divides the market into groups based upon social class, lifestyle and personality. It is based upon the assumption that types of products and brands an individual purchases will reflect that person's characteristics and patterns of living.

Social class is the single most used variable for research purposes, and divides the population into groups based on the occupation of the Chief Income Earner, as such it can be seen as a socioeconomic scale.

An example of this is the National eadership Survey in the UK. The following chart summarizes the socioeconomic scale:

Social Grade

Description of Occupation

Example

Upper Management

Company director

Middle management

Middle manager

C1

Supervisory

Bank Clerk

C2

Skilled manual Labor

Plumber

Semi- & unskilled labor Laborer

Pensioners and Unemployed

Unemployed, etired

This scale operates on the assumption that individuals in…… [Read More]

Segmenting International Markets Companies That Operate Internationally

Segmenting International Markets

Companies that operate internationally will also segment the market internationally. International segmentation is undertaken by companies identifying groups of consumers with common traits or characteristics, which may traverse national borders (Kotler & Keller, 2011). One of the most basic methods of segmenting international markets is through regional, or national, segments based on social or cultural differences. For example, when KFC first entered the Chinese market the market was perceived as a similar market to other Asian countries, is that the company failed to succeed due to different case. When the company realized that Chinese consumers did not like skin on the fried chicken, and adjusted the product for this market they became more successful (Gereffi & Christian, 2010). Different consumer tastes which impact on the way product is made, presented or sold are only one potential source of international segmentation, other influences may include political, legal or…… [Read More]

Product Not on the Market

Product

a) The product is a food replicator. This product can rearrange the particles in the air and turn them into comestibles. The user will simply enter the food that he or she wants to eat, and the replicator will create it. There will be models that are focused on different ethnic cuisines, so if somebody in the U.S. asks for chicken and waffles, they can get that, and if someone in Singapore wants chicken rice, that can be arranged.

b) The market is going to consist of high net worth individuals. This is because the replicator is expensive to produce. Also as a unique product it has a lot of inherent value to people, especially given the popularity of fine dining these days. So net worth is the primary segmentation variable. Income is a proxy for this.

c) I chose this method of customer segmentation because the product costs…… [Read More]