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(2008, 10 600 words)
The dissertation examines the concepts of target marketing (TM) and market segmentation (MS) reviewing related academic literature on the evaluative criteria of MS, the bases for segmenting consumer markets, different types of MS, i.e. geo-demographic segmentation, benefit segmentation, behavioural segmentation, lifestyle segmentation, etc. Examples of MS strategies are provided discussing the MS of Tesco, ICI Fertilizers, Kellogg’s, etc. The issues of consumer behaviour are addressed within the framework of the marketing mix (4Ps) model; the features of marketing for organisational buyers are outlined; the differences between domestic and international marketing are explained.
(2006, 3600 words)
This assignment examined how organisations construct a marketing strategy and strategic marketing plan, focusing on the case of RyanAir within the European airline industry. In particular, it examined (1) the importance of meeting customers' needs, (2) how tools and techniques such as a SWOT analysis can be used to understand a company's current internal and external situation and (3) how to effectively segmenting a market, targeting relevant customers and positioning a company accordingly. Throughout these aspects were related to RyanAir's current position and its marketing strategy and strategic marketing plan.
(2006, 1700 words)
This essay outlines the functions and methods of market segmentation and focuses on the merits and demerits of psychographics (values, attitudes, and lifestyle and personality segmentation) before considering its effectiveness in the UK car industry. Concludes that the information provided by demographics and geographic is still the rock upon which UK car industry campaigns are built, with psychographics providing the fine-tuning.
(2006, 1500 words)
The paper examines different types of music and the problem of market segmentation for record companies. Differences in consumer behaviour in each demographic market segment are discussed focusing on the appeal of Justin TimberlakeÌs music to younger fans.
(2006, 2500 words)
The present paper discusses the benefits of segmentation for financial service providers. Two major segmentation approaches are considered: a priori and post hoc. The discussion shows the pitfalls of traditional segmentation practices and the market urge for new ones: the segmentation based on behavioural responses. The paper considers the way current financial service providers use segmentation approaches to develop their marketing mix strategies.
(2005, 2000 words)
The paper reports on the repositioning of the Nestles product Yorkie chocolate bar originally targeted at mens audience. Literature on strategic market positioning and perceptual mapping is reviewed; Nestles marketing of the product is critically analysed.
(2004, 3500 words)
The paper addresses the issues of the UK gay community including their financial standing, life styles, brand preferences, target consumer market segmentation, risks and rewards of gay segment targeting, etc.
(2005, 1500 words)
Segmentation is to divide a market into several groups by a strategy directed at gaining a major portion of sales to a subgroup in a category, rather than a more limited share of purchases by all categories. The company uses the segmentation research to decide which subgroup they are to target. It has several advantages, such as it helps the company to match the customer needs, as customer needs are differ, it is very important to create separate offers for each segment and provides the customer a better solution; it enhances profit for business, customers are all in different income level, and certainly the income has significant affect on the price they are willing to pay, therefore the company can produce different level of products to attract the customers from different level; it offers a better opportunities for growth, as customers become more wealthy, then they will want some new experiences, a high value product. If the company can spot the gap in the current market, and develop a new product to fulfil the needs, they can gain more profit from the sales and have a growth for their products; it helps to retain more customers, for different subgroups, the firm needs to produce a different level of goods to meet the needs from all the subgroups; it benefits target marketing communications, the firm needs to deliver their market strategy message to their customers. If their target market is too board, they will have the risk of missing customer and losing the money on communicating with customers; it offers the smaller firms to compete with the bigger firms. As the smaller firms suffer from a lack of economic scale in production and marketing, the pressure form distributor and limited space on the shelves, through carefully segmentation selection and targeting, the smaller firms can often achieves the competitive production and marketing costs and become preferred by the customers. There are three groups of customer segmentation criteria: behavioural, psychographic and profile variables. In this paper, we will evaluate the psychographic segmentation as basis.
(2006, 3000 words)
This paper examined the setting up of an Oxygen Bar in Harrow from a marketing perspective. Taking a question and answer style, the paper addressed three marketing issues: First, using a PESTLE analysis, the success of the Oxygen Bar in the medium term was analysed and the attractiveness of market entry was assessed. Second, using the notion of market segmentation, potential target markets and customer profiles for the Oxygen Bar were identified. At the same time, a proposed marketing mix to be implemented was put forward. Finally, the staffing and equipment resources required to run the Oxygen Bar for a period of a week was detailed.
(2005, 1500 words)
The report is aimed to analyze the market segmentation for the worlds most valuable brand Coca-Cola. It discusses the different market segmentation variables used by marketers in theory and practice. An in-depth analysis is provided between the Coca-Colas practice and the extent to which the market for the organization is segmented. Finally, the report concludes by quantifying the marketing mix of the company against global standardization and local adaptation.
(2005, 2000 words)
This essay concerned with the market positioning will examine relevant issues relating to the concept of positioning. It will discuss and analyze the concept of positioning as well as interpret the significance of an effective market positioning in the modern marketing field. In addition, this essay will provide two case-studies – Toyota and Shanghai Volkswagen automakers- to apply the theory of market positioning and outline some overall market strategies for the market positioning.
(2005, 13000 words)
The aim of the dissertation is to investigate niche marketing strategies with the objective to analyse their weaknesses and threats. The primary research methods (interviews) are used in combination with secondary methods, i.e. review of literature related to niche marketing, market segmentation, British aerospace market, etc. Differences in attitudes towards the introduction of new niche marketing strategies are registered between the senior management and other key shareholders. The case study of a manufacturing company in the aerospace industry is presented. In conclusion the author sums up the problems that must be addressed by senior management for the successful implementation of a niche marketing strategy.
(2004, 1900 words)
This report has been made after a research on segmentation and stereotyping. It explains various issues such as: Why there is a need of segmentation in the market? Is market segmentation always a good idea? If yes, then under which conditions? If no, then when it is unnecessary or unwise? It describes Market Segmentation, Market targeting, and Market positioning. It also covers the predominance of market segmentation and continuously increasing the need of segmentation. Difference between stereotyping & segmentation and importance of the same has been explained.
(2004, 3000 words)
This report aims to analyse the theories surrounding Segmentation, Targeting and Positioning and to illustrate the paper with examples of good and bad Segmentation, Targeting and Positioning.
(2004, 10000 words)
This dissertation aims to analyse strategic positions of Marconi Corporation before and after industry decline and to suggest company appropriate strategies of re-positioning to achieve success. Dissertation consists of extensive theoretical literature review, full strategic analysis of Marconi Corporation and outlines set of recommendations for the company to improve its position and achieve success in the future.
(2003, 2000 words)
This report analyses the reasons and grounds for market segmentation; Product differentiation and market segmentation; bases for market segmentation; Correlation of market segmentation and the marketing mix and benefits of market segmentation.
(2003, 2000 words)
This assignment highlights how Tate galleries marketing strategy is influenced through opinion leaders and reference groups. The target market is young professionals and city chosen is Glasgow. Tate's priority is to attract its potential sub-segmented market of young professionals. In order to do this they have to have influential factors to convince the cuspers of the galleries attractions. This usually consists of group influence as they affect consumer behaviour. A major dictator of a group is the reference group; Engel (2001) describes this group as 'a person or group of people that significantly influences an individual's behaviour'. The influence of this group will be strong due to cuspers having a lack of knowledge about art and need persuading to go to the gallery.
(2003, 2500 words)
This essay looks at how to market a new Tate art gallery to a specific target market, teenagers, specifically researching Buyer behaviour theory. Contains references to opinion leaders and reference groups.
(2002, 5000 words)
This report has been examining different issues surrounding the core marketing principle of segmentation, targeting and positioning, both theoretical and applied to practice. Report analysed different bases for market segmentation with real life examples. Targeting has been throughout explored outlining and analysing different targeting methods (undifferentiated marketing, differentiated marketing and concentrated marketing). Positioning is defined and different fundamental bases that can be used to position the brand are identified: Positioning by benefit, Positioning by price or quality, Positioning by time of use or application, Positioning by product user or spokes person, Positioning by direct comparison, Positioning by class or category and Positioning by country of origin. Theories and practices of repositioning are also explored and analysed. Lastly, segmentation, targeting and positioning of four different companies are explored: NOT-FOR-PROFIT MARKETING (NSPCC), DEL MONTE FOODS COMPANY (FMCG), BUSINESS-TO-BUSINESS (ACCENTURE) and SERVICES (AMERICA ONLINE (AOL)).
(2002, 1500 words)
Conclusion:
Good marketing planning will reduce possibility of failure and increase the chances of success. This is particularly true for a potential start-up as hope is not a method! A methodical and systematic analysis together with some creative and original thinking can create a successful marketing plan. Wing N Things, at this stage may decide not to pursue their idea any further. On the other hand, the evidence may support planning and then implementing a plan ƒ clearly the monitoring and evaluation stage will allow the company to improve its performance. Segmentation, targeting and positioning as part of the marketing planning process will focus the attention of Wings N Things on those aspects that will make them better or different in the eyes of the (business-to-business) customers.
(2002, 2000 words)
This report critically evaluates literature about market segmentation, discusses recent developments, advises on how to produce effective segmentation strategy, analyses the failures of market segmentation and ways to avoid them. Special accent is made on segmentation for industrial markets. Lastly use of positioning strategies for business markets is being explored.
(2003, 500 words)
Summary:
Definition of market segmentation, purpose of market segmentation, why market segmentation is important, sources of data for market segmentation, bases for segmentation, conclusion
(2003, 2000 words)
This report explores the principles of segmentation, targeting and positioning. Apart from that it analyses the benefits of segmentation for businesses. Lastly, principles of STP are being applied onto the Personal computer and Hotels markets.
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