Essays on Market Segment

The objective of this paper is to answer to specific questions related to marketing management.

Question 1: Market Segmentation is vital to targeting the correct consumer market for today’s numerous types of businesses. In what ways can a company divide their consumer markets into segments? Market segmentation is an integral part of effective marketing. Market segmentation, in some terms, is slicing out a group of people from a large market based on common characteristics, needs and behaviour (Rizzi, 2015). So, a market segment is a set of customers that are expected to respond in a similar manner when exposed to a marketing activity. There are four main ways that a company can use ...

Executive summary

The smart home integrated energy efficiency product will come in packages of silver, bronze, and gold to target consumers and homeowners in the United States of America. Bronze packaged products will be marketed to consumers of lower income bracket while energy efficiency products that are packaged in silver and gold will be marketed to high-income homeowners. This product is fabricated to ensure that it reduces the amount of energy consumed by electric appliances and in effect reduce the electric bills that are paid by consumers. Due to the complexity of this product market representatives will be used to visit ...

The basic facts derived from the case study that the company, GE Healthcare that is under the GE group. It is in the business of selling products utilized in the medical field such as diagnostic imaging, clinical systems and Intergrated IT solutions such as Ultrasound machines. It is the leading medical systems and service provider in India. The company earns more than 10 million dollars in sales and revenue of more than $15 Billion. The company employs more than 45,000 workers in the whole world. The company merger with Wipro Corporation allowed the business to achieve the majority ...

Question 1:

The key environmental forces that created an opportunity for Robert Stephens to start the Geek Squad Company include: changes in emerging technology and customer preferences. A change in emerging technology is probably the biggest environmental factor leading to the success of Geek Squad. When Geek Squad was formed in 1994, technology was in the crux of changing and becoming more common place in daily life. During this time there was not any smartphones and personal computers were emerging on the national market with changes from Microsoft and Apple in the 90’s (Kapko, 2015). Therefore, with the new technologies ...

Introduction

Apple Inc. is a global company based in California, United States. The company is well-known for designing, manufacturing, and selling state-of-the-art personal computers, consumer electronic products, computer software, and cell phones in different parts of the world. It concentrates on providing its customers with the best user experience through its innovative services, software, and hardware. The company leads in innovation with iPad, iPhone, Apple Watch, and the Mac. Apple is the most valuable brand in the world. Apple Inc.’s marketing has played a considerable part in its success over the years. Consequently, the focus of the present paper ...

VITALMIN C MARKETING PLAN

In the world today, the most rampant killers are the lifestyle diseases that come with poor lifestyles. That involves heart diseases, diabetes and even cancer. Therefore, people have become aware of these diseases and most of them are changing their lifestyles to make them healthier. That reduces market for businesses dealing in ‘junk’ foods. At the same time, however, it opens a market niche for businesses intending to specialize in healthy food stuff such as healthy drinks. Thus, this company’s choice of investment in vitalmin C drinks is not a coincidence but an opportunity to utilize this niche. ...

Introduction

A document that outlines all that a business undertakes as a marketing strategy define a marketing plan for the organization. A marketing strategy will only focus on what the management wishes to achieve for the organization. Therefore, its outline on how to achieve it can clearly define the marketing plan of an organization. The marketing plan will include a detailed description of the target market, competitors and that of all the products and services that a company deals with. The primary goal of this Emirates marketing plan is to grow the business to the next level. A marketing plan ...

Virgin Mobile: Pricing for the First Time

Young people are critical to many markets including mobile, fashion, technology, and entertainment. Other than forming a key component of the current market, young consumers are potential markets for the future. A business that captures their interest and commitment today has high possibilities of securing a lifetime relationship with them (Mitchell, 2012). However, marketers have not clearly identified the exact tastes and preferences of the young people as a unique market segment. The recent developments in information technology and the use of social media have complicated the marketing equation for this group. The requirement for transparency, relevance, and communication ...

Compare and Contrast the Operational Strategies of Apple and Samsung: Growth and Integration Strategies

Introduction Apple and Samsung are the leading companies in mobile technology across the globe. Apple is an American multinational while Samsung is a South-Korean multinational. However, the two companies have a global presence with market command across various countries. According to Dringoli, the massive presence of these companies across different global markets results from their operational strategies, which make them market giants, despite the stiff competition present in the telecommunications market (32). The following paper compares and contrasts the growth and integration strategies that Apple and Samsung employ in an effort to remain market leaders across the globe.

Apple ...

Analysis of Porsche AG

Analysis of Porsche AG The first car with Porsche as its brand name was rolled out in Austria in 1948. Since then, Porsche AG has become renowned worldwide for its beautiful and innovative automobile designs (“Porsche AG History,” (n. d.)). For example, Porsche 911, which was first launched in 1964, has been among the most recognizable and famous automobiles in the world. The firm has used car racing circuits to improve its products, which have been noted for their outstanding handling and high performance. In 1997, Porsche “introduced the Boxster, a newly designed, lower priced sports car” and, later, ...

Price discrimination refers to a business practice which involves selling of similar or near similar products to consumers at different prices during a certain period (Stole and Lars 2221). There are two main motives why businesses engage in the practice. Firstly, the business may be aiming at becoming a monopoly in the said market segment. In this case, the business could sell certain highly priced goods at a low price to a certain market segment that the business wishes to control. The second and the main reason why businesses engage in price discrimination is to take advantage of consumer ...

Term Paper

Term Paper

Introduction

The primary strategic objective of the University of Idaho is to make growth in enrollment at the Institute. The primary strategic objective is set by the current President Chuck Staben. The University of Idaho is not the only institute that has developed this strategy, but several colleges and universities across America are also focused towards the growth of enrollment. It is observed that there is intense competition among different institutes for the growth of enrollment. The reason that all the universities want to increase enrollment at the college is that it is a source of the stream ...

Executive Summary

This section looks into the inception of Disney Store in South Korea, which is the country of interest. Disney Store is a retail outlet that specializes in sales of merchandise that are unique to Disney. Disney Store traces its roots back in 1987, in Glendale, California. A country analysis of South Korea was done with detailed information being noted as far as population, GDP, per capita income, aesthetics, political system, legal system and the living conditions in the country just to name a few of the areas tackled. This was followed by an economic analysis of South Korea where ...

Product and Price

Samsung Electronics Corporation Limited (SECL) is a huge company. Most of its products include smartphones, feature phones (at least formerly), lithium ion batteries, memory chips, hard drive devices, printers, tablet computers, televisions, refrigerators, and other consumer electronics and home appliance products. Because of the sheer size of the company and the extent of its operations, it would be easier to describe its products and pricing strategies using the four major industries where it operates in. Those industries would be the consumer electronics, telecommunications equipment, semiconductors, and home appliances industry. Samsung, across all the industries where it is a participant, ...

General Motors is one of the world’s major automobile manufacturing companies with well-accepted brands such as Chevrolet, Buick, Opel, GMC, Holden, GM Daewoo, Wuling, Vauxhall and Cadillac. The company’s largest markets are the United States, Brazil, the UK, China, Canada, Germany, and Russia. In 2009, the Japanese automobile manufacturer Toyota exceeded the number of vehicle sales for GM to become the leading auto manufacturer in the world. This success can be credited to a number of factors among them the Kaizen concept which is essentially a company culture observed at Toyota (Helper & Henderson 2014). This trend is ...

Background

Karen Millen (KM) is an English-born organization, which prides itself on individual design for each of the collection pieces and hand-crafted by Karen Miller designers in their home atelier. This proposition delivers unique customer experience, superior quality and attention to detail. The Brand positions itself as an affordable luxury fashion, present in 65 countries across six continents and operating two of its flagstone in New York and London (KM, 2016). KM felt the impact of the international economic crisis and its recent demerger from Aurora Group along with the toughening competition in the sector, going through significant financial challenges ...

Background

Pepperidge Farm is a United States bakery located in Norwalk Connecticut. It was established in 1937 by an American, Margaret Rudkin, who named it Pepperidge after a tree that is located on their property at Fairfield Connecticut ("Pepperidge Farm® – Heritage and History"). The bakery specializes in Milano, Nantucket cookies, varieties of bread and goldfish crackers. The business was born out of her attempts to bake a preservative-free bread for her third born son who was asthmatic and thus allergic to commercially made bread that was laden with preservatives. She ended up making bread so good that her son’s ...

Prada’s Marketing Strategy

Prada is one of the world’s most famous brands when it comes to clothing and fashion accessories. The process to become a market leader in the fashion industry can be traced back to the early 90’s when the company was started in Italy. In 1913, Mario Prada came up with the idea of starting Prada, with the goal of serving mostly the aristocrats and the European elite . This vision was realized through the first store located in Galleria Vittorio Emanuele II, which was stylish and focused on the sale of luxury goods and accessories targeting the elite ...

Market Segment Two

The market segment comprises of structured needs such as in the sales and car dealership industries allowing for easy customisation of a solution. Further, the market serves millions of customers in New Zealand which provides a huge market for the products that the academy shall be offering. The customers in this segment have expressed their need to be trained which illustrates existence of a ready opportunity. The market segment comprises of unique sales people who are market-oriented and as such may be willing to pay a higher price for the training making it an attractive investment segment for the ...

Introduction

Portakabin is a company that concentrates on the designing and delivery of modular buildings to its customers. The company is dedicated to providing its clients with quality products and services that match their needs. The initial company market dealt with the construction industry with a concentration on portable buildings that offered on-site storage and accommodation for the clients. However, the company has diversified its market by extending it to include schools, medical centers, and offices as well. Portakabin (2011) reveals that the company is one of the most recognized and well-established brand image. Its brand image is enhanced by ...

(Alivan Watch & Accessories Company)

Strayer University

Dr NAME Marketing 500 Alivan Watch & Accessories Company Branding strategy A good branding strategy will be necessary for Alivan Watch & Accessories Company to assist in the development of a triumphant brand to achieve specific goals. The ground rules that were used by companies in the past have been evolving. Thought leadership, content marketing, demographic changes, and social media are some of the factors that are challenging company brands. Thus, forming together with sustaining clientele trust as well as loyalty and confidence have become harder than ever before. Firstly, the branding strategy to be used by ...

Problem Identification

The given Ducati HBR case focuses on the remarkable strategic repositioning and turnaround of Ducati i.e. an Italian high-end sports bike manufacturer. The case describes the existing concerns of the company related to the growth prospects. In spite of the outstanding profitability and explosive growth of Ducati, the CEO & the strategic business mind - Federico Minoli was concerned about the future business as he knew that Ducati could not grow forever in its existing niche. Therefore, currently Minoli and Ducati’s tops management is struggling with crafting a strategy that overcomes such constraints. In order to do so, one ...

Abstract

The Sony Corporation is a multinational conglomerate of Japanese origin. It is headquartered in Konan Minato, Tokyo Japan. This particular company has diversified its business through the production of multiple products and services. The main products produced by Sony include professional and consumer electronics, entertainment, gaming, and financial services. Sony’s vision is to create products that meet the imaginations of everyone and produce gadgets and devices that stimulate senses and rejuvenate the spirit. It strives to come up with ideas full of surprise and that never disappoint the consumer. The company is one of the major players in ...

Abstract

Amazon is an online retail store that has manged to enhance its market situation value the use of big data. It is this large data at its disposal that normally help the management to assess the tastes and preferences of the potential customers. The same framework helps in the forecasting and decision making. There are three sets of problems that are discussed in this context. The first problem is concerned with the exploration of the survival aspects of the company in the wake of increased competition. The motivation is to asses how the management of Amazon can cope in ...

Product

The power of the internet cannot be underestimated. It provides a platform where individuals can launch a successful business. Online computer games have increased taking a sizable share of the internet. Online games are played by various people and different age groups. This business plan is undertaken to lay a basis for starting an online game known as the Cogi Game, for teens and youth. Our business, known as Planet 1 will use the internet to come up with a new model of an online computer game, going with the trade name “Cogi Game” for children and youth.

The Organization

The ...

In the contemporary world, customer relationship management (CRM) plays an essential part in the typical organization's marketing system. In the market structure, the demand for understanding how to manage customer relationship effectively has increased. Firms have realized that the esteemed and potential customers have distinct economic value to their business and hence need to use their communications strategy and customer offering offerings. As a result, companies are shifting from brand centric or product-centric marketing strategies to the customer-centric method. According to Payne and Frow (2005, p.168), CRM is defined as "a strategic approach that is concerned with creating improved ...

Under Armor is a sportswear company and thus it deals with footwear and other accessories for men, women and youths. It products are diverse and designed to suit consumer regardless of the climatic conditions. For instance, the company offers footwear for football, baseball, lacrosse, soccer and softball. It has segmented its market in that, it groups individuals and teams that share one or more characteristics and require almost the product needs. By doing so, Under Armor Company has been able to meet the demand for sportswear needed for the certain climatic conditions, sports activities and fitness exercises. Thus the ...

Introduction

Porter’s competitive strategies determine the generic strategy implemented by an organization to penetrate the target market. There are mainly three generic strategies under Porter’s theory. These are cost leadership, product differentiation and focus strategy. Focus strategy can be further divided into focus differentiation and cost differentiation strategies. Cost leadership and product differentiation strategies help companies to target large market segment, whereas focus (differentiation/cost) strategy helps businesses to target small market segment (Daft, Murphy, & Willmott, 2010, p. 58-60). Porter’s competitive strategies can be applied to the automobile industry as there are a number of organizations that are ...

Despite having a range of light trucks and Sport Utility Vehicles (SUVs) like Pilot SUV, Odyssey minivan, and CR-V, which were successful in the market, these vehicles were not appealing to the young men, the Generation Y. This was a market segment that had not been exploited yet it had the potential to grow. To address the needs of this market segment of Generation Y, Element was developed. The new product was successful and surpassed initial projection of yearly sales. The success of the new product can be attributed to marketing research done to address the specific needs, tastes, ...

BUSINESS TO BUSINESS MARKET

Deloitte is an international company that offers professional services to the firms and companies around the world. It is a private company, founded in 1845 in the UK. Regarding revenue and the number of professionals, it is the second largest professional service providing company in the world, headquartered in the United States in the city of New York. The major professional services of the company include the following (Deloitte, 2015a):

Audit & Risk Advisory

Consulting Financial Advisory Tax Enterprise Risk It is currently working with around 225,500 professionals in its global network of 150 countries. The company has successfully generated the ...

In the automobile industry, there are several manufacturers of the different brands, makes and models of the vehicles used by almost anyone globally. Different people require different vehicles that suit their needs. These vehicles are brought for a purpose; depending on the consumer needs. This consumer needs vary geographically, demographically, psycho-graphically and in terms of customer behavior . Each of these factors can be broken down further into smaller segments. This is a diverse market with different needs and qualities. Marketing using the same strategy would be detrimental. A form of marketing therefore has to be devised to take advantage ...

According to Hao in the case Datavast Inc.: The Target Segment Decision, Datavast had been established five years ago to offer cloud-computing services. The firm had just adjustments to its original product and, therefore, the management felt it was the right time to gain penetration into the market using their refurbished product. However, the challenge that was eminent was the target market choice considering that the general manager was contemplating whether to focus on small-to-medium segments businesses that would be sensitive to the set prices or to focus on big corporations segment that allowed quite higher unit contributions.

Criteria That Will Be Used In the Decision Making Process

First, ...

Hanger Cleaners Company

Executive Summary This paper aims to analyze the competitive environment of a small company in the market. This is a case analysis in which a small business is taken into the consideration. The business is about the Hangers Cleaners Company. The company aims to provide the environment-friendly laundry service as its unique service; however, P&G stands as the major competitor for the business. So, this paper proceeds by identifying and analyzing the various critical success factors of the business. Various critical success factors are identified that are very essential for the business. Then, the paper supports the existence of ...

Video Rental Chain

Video Rental Chain

Industry

Video rental industry has experienced a swift decline in past few years as technology has slowly been replacing the in-store rentals through online downloads as well as purchases. Also, competition experienced from subtitles like cable television together with internet rentals continue to affect video rental chain operators adversely as they try to maintain their relevancy in the transforming market. Therefore, to remain relevant in the industry, there is a need for video rental chains to start offering other services linked to the industry. Market share concentration has declined considerably over the six years with many players ...

In the past, the major target market for new students at Regional State University in the Gulf Region was high school seniors. Recent statistics state that there will be a steady decline of high school seniors over the next ten years. Our goal at Regional State University is to develop three new market segments to fill our educational rosters. The three target segments we will focus on are 1) new graduate students, 2) transferring community college students, and 3) online students. New market strategies will focus on increasing these market segments while continuing to bolster programs to interest incoming ...

The institutional affiliation

Once the market-segment options were identified, the company should evaluate its choice carefully to ensure that the segment corresponds to the firm’s purposes. To be useful, market segments must be rated favorably on five major criteria, namely, measurable, substantial, accessible, differentiable and actionable ones (Monger, 2013). Before planning a business strategy, it is important to know the measurable characteristics, purchasing power and size of existing sales in the targeted segment. The market research may be based on the age groups, population of geographic regions or other social categories. Otherwise, it will be difficult to assess whether the segment ...

The central issue that the author in this article highlights is the concept of determining which form of advertising stands out best as compared to other forms of advertising. I do agree with digital and internet marketing is responsible for influencing the impact of marketing in the modern era. It is also agreeable that effective means of advertising need to be measurable in the form of their economic viability. New technologies are at the forefront in changing the industry of advertising, hence supposing the ancient forms of advertising (Taylor 7). One can prove this by comparing the traditional means ...

The unsuccessful innovations postpone the establishment of importance with network adoption. This is because they assume that the players of a full accord will support a change once it has started off in the market which is not true since it the innovation does not diffuse into the larger target market (Drucker, 1985). On the other hand, the successful innovations are early adopters of innovations and networks and are willing to purchase the products that are criticized by other members, and they show the value of innovation which helps the sluggish innovators to reduce the levels of uncertainties and ...