Marketing Case Report
Strategic Marketing Management
Assignment 1: Case Report
George Smith 12102135
Introduction:
In today’s world, it is almost a necessity to have access to some form of marketing management in order for a company to be successful. “Marketing is defined as an exchange between a firm and its customers…the customer wants something from the firm, and the firm wants something from the customer.” In this case, the company ASUS is trying to sell its new PadFone Infinity to the customers they have chosen to target. They are a company looking for brand exposure, innovative recognition and, in turn, profitability by exchanging value to their customers through the products that they have to offer. The PadFone Infinity is the third and newest in ASUS’ range of PadFones, the world’s first phones that can fully power a tablet module from their own operating systems. It has both physical and technological features that have been modified in order to potentially upgrade their product in their target markets eyes. This report will further elaborate the features and benefits associated with this product and how they have used them to their advantage in order to launch their new product into the local business market of New Zealand. Through the use of the marketing framework, ASUS have, in a way, successfully implemented the use of segmenting, targeting and positioning alongside the knowledge of consumers situational decision making attitudes in order to put their product into circulation. This report will outline the efforts ASUS have used in regards to the marketing framework and provide observations on how they may further sales with future products to come.
Discussion:
Situation analysis:
Before a company, such as ASUS, engages in how they are to market a product, they need to gather knowledge on things such as the features and benefits their product has the potential to provide. A situational analysis is the base knowledge needed to be gained before even
Assignment 1: Case Report
George Smith 12102135
Introduction:
In today’s world, it is almost a necessity to have access to some form of marketing management in order for a company to be successful. “Marketing is defined as an exchange between a firm and its customers…the customer wants something from the firm, and the firm wants something from the customer.” In this case, the company ASUS is trying to sell its new PadFone Infinity to the customers they have chosen to target. They are a company looking for brand exposure, innovative recognition and, in turn, profitability by exchanging value to their customers through the products that they have to offer. The PadFone Infinity is the third and newest in ASUS’ range of PadFones, the world’s first phones that can fully power a tablet module from their own operating systems. It has both physical and technological features that have been modified in order to potentially upgrade their product in their target markets eyes. This report will further elaborate the features and benefits associated with this product and how they have used them to their advantage in order to launch their new product into the local business market of New Zealand. Through the use of the marketing framework, ASUS have, in a way, successfully implemented the use of segmenting, targeting and positioning alongside the knowledge of consumers situational decision making attitudes in order to put their product into circulation. This report will outline the efforts ASUS have used in regards to the marketing framework and provide observations on how they may further sales with future products to come.
Discussion:
Situation analysis:
Before a company, such as ASUS, engages in how they are to market a product, they need to gather knowledge on things such as the features and benefits their product has the potential to provide. A situational analysis is the base knowledge needed to be gained before even
References: Babin, B. J., & Harris, E. G. (2013). CB4. Mason, Ohio: South-Western. Chitty, W., Barker, N., Valos, M., & Shimp, T. A. (2012). Intergrated Marketing Communications (3rd ed.). Australia: Cengage Learning. Iacobucci, D. (2013). MM4. Mason, Ohio: South-Western. Lai, R. (2013, May 21st). ASUS PadFone Infinity review: the convertible phone goes full HD and beyond. Engadget. Retrieved from: http://www.engadget.com