Michael Porter is a Professor of HBS . He established that A firm’s relative position within its industry determines whether a firm’s profitability is above or below the industry average. The fundamental basis of above average profitability in the long run is sustainable competitive advantage. There are two basic types of competitive advantage a firm can possess: low cost or differentiation. The two basic types of competitive advantage combined with the scope of activities for which a firm seeks
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To: Paignton Zoo From: Date: 24/01/2012 ------------------------------------------------- Subject: Market Segmentation This is a report on market segmentation and this is identifying groups of customers who will respond to marketing activity in the same way. There are five segments in market segmentation which are similar wants‚ purchasing power so this is when an older person can buy more products then a younger person and this is because‚ geographical area this is selling products depending
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Toms Shoes TOMS could mean "Trade Order Management System"‚ since this shoe company gives one pair of shoes to needy children for each pair bought‚ in a one-on-one scale. History of TOMS shoes Inventor TOMS founder‚ owner and chief shoe-giver Blake Mycoskie is making a lofty promise to both customers and critics: By the end of 2015‚ TOMS will produce one-third of all the shoes it donates in the countries that are the the focus of its giveaway programs. Blake Mycoskie stumbled on a goldmine
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Question 1 3 out of 3 points _____ is the process of continually collecting information from the external marketing environment. Answer Selected Answer: Environmental scanning Correct Answer: Environmental scanning Question 2 3 out of 3 points Which of the following sets of terms describe approaches used by B2C marketers to segment their markets? Answer Selected Answer: demographic‚ psychographic‚ and behavioral factors. Correct Answer: demographic‚ psychographic
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KFC Marketing Segmentation: Geographic: The perfect place for KFC to do business is in the city because people are gathered there including people from the countryside. So the busiest blocks where there are people passing by 24 hours a day are KFC’s targets. Moreover‚ by positioning the store in the capital city Phnom Penh and a touristic city as Siem Reap‚ KFC can benefit from the excessive amount of labor force and a less expense on delivering raw material to each branch. Beside targeting the
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% of the sales of Reebok India come from the women’s segment. Income – On the basis of Income‚ Reebok has divided the market into lower income level group‚ mid income level group and high income level group. As per one of the initial Income segmentation strategy of Reebok‚ it divided the consumers as car owners and non-car owners. But this strategy also backfired because at that time many car users were not the car owners. Either they were using the company car or were using government car. So
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targeted might vary for one communication tool to another‚ however the company uses these different marketing tools to target the entire consumer market right from young to old‚ students to retirees‚ etc. As a result it can be stated that one of the segmentation variables on the basis of which Telstra targets consumers is the demographic variable of age. 3. Communication Objective: Advertising (Outdoor Media/ Billboard): This advertisement aims at attracting the consumers to purchase the latest
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* unique: abundance of individual data and resources * process: 1. collecting data 2. using market segmentation tools (computer driven‚ cluster analysis) 3. customer targeting 1. internally collected data (customer demographics‚ life stage‚ psychographics‚ transaction records) / externally purchased (credit info‚ geo-demographics) 2. cluster analysis: most popular segmentation approach‚ uses computer algorithm that objectively recognizes segments BUT input variables affects strogly
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Session three: Case study (Answers Key) Mercedes-Benz Is Footloose in Tuscaloosa 1. Q: What do you think were the chief factors involved in Mercedes’ decision to undertake FDI in the United States rather than build the M-class in Germany? A: First‚ Mercedes undertook FDI to become more in tune with the U.S. market—they needed to fully understand consumers in order to produce cars that U.S. consumers would buy. Second‚ Mercedes chose the southern United States over a new plant in Germany because
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Market Segmentation of the Different Brands Consumers in the bookstore industry differ in their wants‚ resources‚ buying attitudes and buying practices. For this report‚ the different market segments of Popular Holdings will be examined through segmenting the brands by specifically looking at the characteristics and purchase behavior of the target consumers of the different brands. Market Segmentation Based on Consumers’ Characteristics The consumers in the bookstore industry display very different
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