...Marketing Analysis Paper Amanda Bauer June 10, 2013 MKT/498 Integrated Marketing Strategies Gary Queensberry Marketing Analysis Paper Marketers have to come up with creative ways to present a product to the public. To do this product presentation the marketer needs to use the analysis data collected to determine product positioning, competitive positioning, customer perceptions, and distribution-channel analysis. There are different types of analysis that be taken to achieve the highest results, and there are some pitfalls to certain types of analysis as well. The first area under analysis is product positioning. “Product positioning is a marketing strategy that aims to make a brand occupy a distinct position, relative to competing brands, in the mind of the customer. Companies apply this strategy either by emphasizing the distinguishing features of their brand or they may try to create a suitable image through advertising. Once a brand is positioned, it is very difficult to reposition it without destroying its credibility” (BusinessDictionary.com, 2013). Key points to consider during this type of analysis is the opinion of the customer on product and brand name, product features, brand image, competitors, possible customers, buyers, business-to-business customers, quality, cost, distribution, communication tactics, target market, and opportunities. While creating a market strategy there are some advantages and disadvantages of this analysis type. The positive outlook...
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...create the image of a company over brands and products. Positioning is crucial to the success of any product, whether it be marketing for a product or type of service. Positioning for that line of product, it can be detrimental to work on your target markets thought process about why they would need the product being marketed, you want the prospect to identify that the product being offered is produced mainly for them. The reader will be able to identify distinctive types of analysis used by marketers to find out product positioning, competitive positioning, customer perceptions and distribution-channel analysis. Based off of those findings, I will compare the strengths and weaknesses of each method and asses the different types of marketing analysis required to develop a marketing strategy. DIFFERENT TYPES OF ANALYSIS BY MARKETERS PRODUCT POSITIONING Accelerating perceptual mapping, it is one way product positioning can be hurried along. Product positioning involves tailoring an entire marketing program including product attributes, image, and price, as well as packaging, distribution, and services best meet the needs of consumers within a particular market segment. This plan forms the basis for the business analysis that is conducted before management makes a final decision on the new product (Kotler & Keller, 2007). When detailed marketing research is done then methodological problems can arise. If the company needs to collect some quantitative information, for...
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...Harvard Business School 9-598-061 Rev. November 1, 2000 D Note on Marketing Strategy O Long ago, Peter Drucker wrote that any business enterprise has only two basic functions: marketing and innovation.1 All else, he implied, was detail. The central role of marketing in the enterprise stems from the fact that marketing is the process via which a firm creates value for its chosen customers. Value is created by meeting customer needs. Thus, a firm needs to define itself not by the product it sells, but by the customer benefit provided. N Having created the value for its customers, the firm is then entitled to capture a portion of it through pricing. To remain a viable concern, the firm must sustain this process of creating and capturing value over time. Within this framework, the plan by which value is created on a sustained basis is the firm’s Marketing Strategy. Marketing Strategy involves two major activities: (i) selecting a target market and determining the desired positioning of product in target customers’ minds and (ii) specifying the plan for the marketing activities to achieve the desired positioning. Figure A presents a schematic describing a general process of marketing strategy development. As shown, five major areas of analysis underlie marketing decision making. We begin with analysis of the 5 C’s— customers, company, competitors, collaborators, and context. We ask: O What needs do we seek to satisfy? Company Skills What...
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...any foreseeable issues. • We can learn from our competitors to build a better business. • We are a small business with a conceptual understanding of big businesses giving us an edge in the market place. CIP Consulting will be a successful business not just through the reasons above, but because we are dedicated to making companies more efficient, we can guarantee our services will improve business, and a we have a positive attitude with people who love what they do. CIP Consulting is truly passionate about their associates and believe if an employee is well supported, the customer will be well supported. This plan outlines how CIP Consulting can exceed customer expectations and grow to be a profitable company. Situational Analysis Market Analysis As labor in other countries is significantly cheaper than the United States, many US companies have moved their manufacturing plants overseas. Because these large corporations have facilities stationed all over the world, deficiencies with their internal processes and infrastructures have developed. Where one hardware or system works for one...
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...Marketing Analysis of Products And Services 1. Nokia Lumia 625: * Company Name: Nokia ( Connecting People) * Print Advertisement: Marketing Analysis Of print Ad: * Heading: THE PHONE THEATRE NEW NOKIA LUMIA 625 Heading of this ad is written in capital letters so that it captures the customer’s attention immediately. The words “THE PHONE THEATRE” used in the heading make the target audience curious about the product. * Font color: Color of heading text is blue that shows trust, loyalty, wisdom and truth in the ad. * Subhead line: Its subheading explains the heading of the ad. It explains that how the product is a substitute of the movie theatre by explaining its two prominent features that are its large screen and 3000 movies available for download. * Message: Print ad of this product shows the features of product with its price. * Message Appeal: This ad use rational appeal for the product advertisement. * Language: Language used in this ad is English that is global language. The use of this language is not only for conveying the message to customers, it also shows that the product is not for a particular targeted area it is for the target audience in the entire globe. * Image: Image used in this print ad gives the theatre look in a mobile phone. Image used in this ad is directly related to the heading of ad and it gives the customer a picture view of heading. The use of relation in this picture captures the whole attention...
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...Product Overview--When A Bite Is Good For You! Southern New Hampshire University Smart Bites is an all natural dog food product line manufactured in Glen Allen, Virginia. Smart Bites received its start five years ago as the company owner began making dog food when the family pet became ill. During that period, the Smart Bite owner met other families in the area looking for the same alternative and a product was born. Smart Bites formulated a business relationship with The SNHU Pet Store who has experienced tremendous growth over the last five years. They agreed to stock Smart Bites on their shelves and in their online store. Smart Bites decided to perform a SWOT analysis to investigate its strengths and weaknesses. This allowed them to formulate a marketing plan of action. Figure 1: SWOT analysis for Smart Bites Smart Bites found one of its strengths to be the all natural product which appeals to health conscience owners but also allows for a lighter option for less active dogs. A second strength is being manufactured in the U.S.A. This ensures the best governmental production guidelines over those made elsewhere. (U.S. Food and Drug Administration) Smart Bites is a catchy name as is the slogan WHEN A BITE IS ACTUALLY GOOD FOR YOU. Printed on the package, FRESH FROM THE LAND AND SEA enhances the beef, chicken, fish and vegetable flavor lines. Smart Bites will make their product available in store and online and will offer a money back guarantee which is almost...
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...BUS 3030 Fundamentals of Marketing and Sales May 17, 2011 U10a1 Marketing Analysis The North Face is a retail and manufacturing corporation of equipments and outdoor apparel also improving in casual sportswear and outdoor sports equipment markets. The North Face is one of the lead servers in casual sportswear market, rather than specialty market. The products offered at REI has great variety, one of the product category is fitness clothing product line. Men’s fitness clothing includes shirts, shorts, hats, gloves and mittens, pants, jackets, vest and gaiters. Fortune Magazine has ranked REI number nine in 2011. ("100 best companies," 2011) The North Face is a well-known brand and popular among youth and college students. North Face is The product availability is very less in men’s running clothing it is limited. The current availability in mega sale for men’s running is two socks product, which are of North Face at 35%, which is not enough for to grab customer’s attention at the sale products. They offer outdoor school, which provides beginning to advanced-level classes and outings in many different activities like kayaking, rock climbing, mountain biking, camping skill and mountain biking for families and individuals. REI offer’s about hundred and sixty men’s fitness clothing, which has hundred and twenty running wears also includes hiking and yoga clothing’s pricing, is any where from dollar twenty to two hundred, out of which eleven items are on...
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...Marketing Analysis Issue: As the CanGo New Facility Project evolves they are encountering issues with the online browser syndrome. Online browser syndrome, are where the customer are more concern about the design an security of online stores, customer service, and product price, selection and quality. They also perceive themselves as less skilled at using the Web, more price-conscious and less time pressured than online buyers. At CanGo Gail and Whitney went shopping for items that they found online placed in their shopping cart, but went to the store to pick up. Andrew their director, upon observation and wants to understand why consumer would purchase off-line vs. online and what can be done to improve online sales. Observation: Online browser is skeptical to shop online for various reasons. 1. Customer service online is often quite poor and therefore may discourage some consumers from shopping online. They may avoid shopping since they may have a more negative attitude toward online customer service. 2. Online store designs greatly affect whether consumer have problems with searching, completing transactions and other aspect of using online stores, especially if their computer skills is limited. 3. Because of the lack of or difficulty in finding relevant product information. 4. Some consumer value social exchange and may not utilize the internet, since, it allows limited human interactions in contrast to other retail format such as department stores, mall or...
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...Marketing Analysis Patricia A. Puliah Grantham University Abstract This paper will discuss the marketing analysis of the www.belts.com website. I will discuss some marketing concepts that will be analyzed. Marketing concepts that I will discuss are one-to-one, affiliate, viral, blog, and social network marketing. Then I will summarize my analysis of the web site. One-to-one Marketing One-to-one marketing is an approach that concentrates on providing services or products to one customer at a time by identifying and then meeting their individual needs. Its goal is to repeat this process many times with each customer, such that powerful lifetime relationships are developed. In turn it makes a distinction of customers rather than just products (Peters & Roger 1994). One to One Marketing is more than a sales approach. It's an integrated approach that must filter through all parts of an organization: marketing, sales, production, service, finance, and other departments. One to One Marketing recognizes that lifetime values of loyal customers who make repeat purchases far exceeding those of unpredictable customers who frequently switch suppliers in pursuit of a bargain. After reviewing the www.belts.com web site, I did not notice anything that stated the company uses this one-to-one marking concept. Affiliate Marketing According to Laudon & Traver, the definition of affiliate marketing is the online application of obtaining referrals. One website...
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...maintains its uniqueness. Skytrex has now decided to extend their production line and venture into the production of smart watches (watches with internet accessibility and messaging function) under the brand name Vortex. This report is aimed at introducing the marketing plan of Vortex. The report will identify and discuss the various marketing aspects that have been recognized in order to successfully launch Vortex. Finally, the report will further analyze marketing strategies and the target market as well as summarize the wholesome marketing plan for Vortex. 2.0 SEGMENTING VORTEX’s MARKET Market segmentation is a form of marketing strategy that comprises of allocating a wide-ranging target market into subsections of consumers with similar needs, and then designing and implementing specific strategies to target their needs and desires using various methods to reach out to them (Smith, 1956). Marketers commonly look for broad classes of buyers who differ in their product needs or buying responses as this enables them to execute the marketing process of a product with ease by delivering to the specific needs of customers (Dickson & Ginter, 1987) 2.1 Potential Segments The potential target segments for Vortex’s marketing campaign are: 1. 16-24 year old teenagers, living in the urban areas of Malaysia with their parents, students who are either financed by parents or working with a salary of less than $5000 per annum, involved in sports and weekend activities. 2....
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...hazardous environment markets. 9. AAA’s target markets are 10 regional stationery suppliers (40% of total sales) each provider has 6 branches and does sales directly to some retails and large corporations, BCI (30%) with 150 retail stores, and more than 40 local stationary (30%) with one wholesale and three retail stores. 10. The commonly used file folder gross margins are down 20% and it is not suitable to the company’s profit projection. II. Critical Issues 1. What decision should Stasia make about BCI’s offer? 2. Should AAA expand the product line by placing private label? 3. Should she change the branding policy and what is her best option? 4. Does she need to expand her distribution channels? III. Analysis...
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...The name of the business association is Walkers in United Kingdom. Walkers or a surely understood Walkers Crisps is an essentially UK brand with a 47% offer of the British crisp market. The organization was an auxiliary or PepsiCo Inc. situated in United States of America and as of now has deals coming to $85bn every year. Some Critical Success Factors : * Walkers will need to pick up by their supplier sensibility technique (The Prince's Mayday Network, 2013) to have the ability to fight the threats ecological change (Knox et al, 2011) has to the making of harvests. * Walkers are going to need to address the clear worth for money with their things (The Daily Mail, 2012), so they discover themselves ready to take advantage of the current financial condition (BBC, 2014). * They are going to need to benefit by the extraordinarily strong celebrity endorsements (Shahid, 2014) to overcome the danger acted from strong competition (Culliney, 2014) from associations, for instance, KP snacks. * It will be key for Walkers to fight their obvious worth for money (The Daily Mail, 2012) so they can withstand the threat from strong competition (Culliney, 2014). By combating the deficiency they will have the ability to give a better quality thing than opponent distinctive brands. Market segmentation enables associations to target unmistakable classes of consumers who see the full estimation of particular things and organizations extraordinarily rather than one another. ...
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...Assignment 1 Assignment Type: Individual Project Deliverable Length: 4–5 pages: not including cover page, abstract page, & reference page Points Possible: 150 Due Date: 3/25/2012 11:59:59 PM Description: Marketing plans are tools used by managers to guide the process of marketing. They contain strategies and consider many environmental aspects that work together to affect the success of the product or service being marketed. Marketers must learn to do solid research in support of upcoming projects. The Unit 1 Individual Project is a research paper and should address the following: Provide a quick definition of marketing plans using your text. Include the following: Using an article from the library’s full-text databases, discuss an example of how a marketing plan helped make a product or service successful. On the other hand (using an article from the library’s full-text databases), discuss an example of how decisions in a marketing plan led to failure. Analyze what was different in the 2 examples. This section of the paper should be at least 2 pages in length. In a marketing plan, objectives are created that can be used to gauge progress. You can have some fun with the concept. Movie studios pay stars a lot of money to star in what they hope is a blockbuster. But as you know, there are lots of box office failures. Consider the following: Using an Internet search, find a movie that failed. Provide a quick overview of why the movie...
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...Synopsis02—Marketing Myopia In this article, author Theodore Levitt provides basis for how to ensure continuous growth of a company. It also explains the misconception that marketing and selling a product is same thing. In actual both are different in spirit. And he also explores the major factors that have an impact on the growth opportunities for organizations. With the help of examples from different industries such as the railroads, the grocery stores, the petroleum industry, the automobile industry etc., he highlights these organizations were very myopic when it came to their marketing ideals. For example, the railroad industry declined to see itself as being a part of the transportation industry. Instead, it looked at itself being in just the railroad industry, hence not strategizing and adjusting for other transportation mediums that were being discovered. This narrow view or myopia ultimately led to its decline. Besides, he also points out one common mistake by all these industries was they were product oriented and main emphasis was selling their product rather satisfying their customers’ needs. During the explanation of Theodore, sustained growth is dependent on how broadly you define your industry and how carefully you gauge your customer’s needs. Many giant companies of past now doesn’t exist because they wrongly defined there industry which led to stop their growth. This is one big point that executives of those big companies missed when identifying there industry...
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...INTRODUCTION 4 3. SITUATION ANALYSIS 5 3.1. PESTEL Analysis 3.1.1. Political factors 3.1.2. Social factors 3.1.3. Economic factors 3.1.4. Technological factors 3.1.5. Environmental factors 3.1.6. Legal factors 3.2. Porter’s Five Forces 3.2.1. Bargaining power of customers 3.2.2. Pressure from substitute services 3.2.3. Bargaining power of supplies 3.2.4. Threat of new entrants 3.2.5. Competition and rivalry among firms 3.3. SWOT Analysis 3.3.1. Strengths 3.3.2. Weaknesses 3.3.3. Opportunities 3.3.4. Threats 4. CURRENT MARKETING STRATEGIES 11 4.1. Current Marketing Strategies of Planet Fitness Health Clubs 4.1.1. Relationship Marketing 4.1.2. Good advertising promotion tool 4.1.3. Direct marketing 4.1.4. Couponing 4.2. Differential Advantages 4.2.1. Stable Direct Foreign Investments (FDI) 4.2.2. A good brand name 5. RECOMMENDED STRATEGY REFORMULATION 13 5.1. Recommended Objectives and Goals (SMART) 5.1.1. Price regulation 5.1.2. Provision of ample quality services 5.1.3. Separation of Virgin Active from its competitors 5.1.4. Incorporation of voice-over customer (VOC) techniques 5.2. Recommended Marketing Strategies 5.2.1. Corporate branding 5.2.2. Incorporation of integrated marketing communications 5.2.3. Segmentation...
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