Essays on Mature Market

Marketing Management

I. Introduction Market research is defined as the systematic and objective identification, collectiom, analysis, dissemination and use of information to improve the decision making process for identification and solutions to problems and opportunities in marketing . The techniques of marketing research shall be used in the current business scenario so as to prepare a business research plan to address the issues faced by Pincess Cruise Lines. The market research for Princess Cruise Lines involves two steps: 1) Identification of the marketing problem and 2) Solving the problems. Princess Cruise Lines has observed that the average age of the guests ...

Business to business marketing discussion

With the current stiff competition in the business arena, firms use different marketing strategies to outdo their arch rivalries and increase their profit margin. Firms that adapt effective marketing strategies expand their market niche, reduce their operation costs, and enhance their efficiency echelons; an idea that promote fair competition. For many years, firms have employed penetration-pricing strategy and value pricing models, which increases the sales volume, profit margin, and expansion of market share. Penetration pricing strategy remains effective under certain market situations and for considerably short period. However, misuse of this strategy create unpredictable environment that hinder new firms ...

Statement of the Problem

Mueller-Lehmkuhl GmbH (MLG) is one of the four major suppliers of apparel fasteners in Europe. It currently holds the top position, having a 17% share of the whole market but is closely followed by major competitors having almost the same market share. As such, the mature market for apparel fasteners works under an almost-oligopolistic system wherein there are a lot of buyers and a few sellers. Coupled with long-standing relationships with these clients acting as a barrier to entry, future participants would find competing in this market very difficult.

The surprise entry of Hiroto Industries (HI) not only threatens the business of MGL, ...

Statement of the Problem

1. Mueller-Lehmkuhl GmbH (MLG) is a major producer of apparel fasteners. It has a market share of 17% and competes in an industry whose growth is projected to be just 1% every year. 2. MLG’s business model is to produce fasteners for the apparel industry and to support the sales by forming close relationships with its clients. To do so, it offers the sale or rental of attaching machines, free-of-charge maintenance, and has developed an over-all R&D, general management and distribution network to maintain its hold on the market. 3. MLG is currently threatened by a new player ...