Master of International Business International Marketing Individual Assignment 2012 ESSAY GoPro - HD wearable camcorder Margarida Martinho Strand Cohort Introduction When GoPro‚ which introduced the first wearable sports cameras‚ launched its first product‚ there was nothing like this camera. This product has become a success since it was introduced in the market. What makes it so different from the others that satisfy
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References: Brassington‚ F. & Pettit‚ S. (2009) Principles of marketing. Financial Times Prentice Hall. Journal of Marketing Management. (2006) The Marketing Mix Revisited: Towards the 21st Century Marketing. Volume 22‚ Issue 3-4‚ pp 407-438 Kotler and Armstrong Kotler‚ P. (1994) Marketing management. 8th ed. New Jersey. Prentice-Hall Inc. p.99 Oxford Learning Lab
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characteristics and who are responsive to the firm’s offering. Leading authors like Kotler present the organization as a value creation and delivery sequence. In its first phase‚ choosing the value‚ the strategist "proceeds to segment the market‚ select the appropriate market target‚ and develop the offer’s value positioning. The formula - segmentation‚ targeting‚ positioning (STP) - is the essence of strategic marketing." (Kotler‚ 1994‚ p. 93). Step 1: Segmentation Segmentation involves finding out what
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Five Forces Model 6 4.1 Bargaining Power of Buyers 6 4.2 Bargaining Power of Suppliers 6 4.3 Threat of Substitute Products 6 4.4 Threat of New Entrants 7 4.5 Industry Rivalry 7 5 STP Analysis: Segmentation‚ Target‚ Positioning 7 5.1 Segmentation 7 5.2 Targeting 7 5.3 Positioning 7 6 New Product Range 8 6.1 Product 8 6.2 STP Analysis of the Proposed Product 8 6.2.1 Segmentation 8 6.2.2 Target 8 6.2.3 Positioning 8 6.3 Marketing Mix Analysis of the Proposed Product 8 6.3.1 Product 8 6.3.2 Price 9 6.3
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target market‚ target market segment and positioning strategy. All these will be include in STP discussion. Besides that‚ the market entry and product strategy will be discussed on. A further discussion will be carry out on the distribution‚ pricing and promotion strategy for Domino’s Pizza in entering Myanmar market. The report will be ended with the forecast of three years sales and marketing expenses. In the STP discussion‚ the Domino’s Pizza will be target on the Married Family segment as it is the
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built on STP - Segmentation‚ Targeting and Position. A company discovers different needs and groups in the marketplace‚ targets those needs and groups that it can satisfy in a superior way‚ and then positions its offering so that the target market recognizes the company’s distinctive offering and image (Kotler and Keller‚ 2006). a) Segmentation‚ Targeting and Positioning - Segmentation A market segment consists of a group of customers who share a similar set of needs and wants (Kotler and Keller
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Executive Summary The purpose of this business report is to review the appropriateness of the iPhone for the target segment. A brief explanation of the iPhone‚ in which the market operates‚ is given‚ including the main micro and macro environmental factors that affect the industry. People have different needs based on their demographic‚ economic and physiological backgrounds and they perceive the appropriate mobile phone category accordingly. The mobile phone industry has many competitors‚ and
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References: Alan R.Andreasen Philip Kotler (2007)Strategic marketing for nonprofit organizations Upper Saddle River‚ NJ : Pearson/Prentice Hall Kotler & Keller (2009) Marketing Management. Prentice Hall Sargeant (2005) Marketing management for nonprofit organizations Oxford ; New York : Oxford University Press The Hong Kong Christian Service
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D. and Fahy‚ J. (2012).Foundations of marketing (4rd Ed). Maidenhead: McGraw-Hill Higher Education. 7. Jobber‚ D. (2010). Principles and practice of marketing (6th Ed). London: McGraw-Hill. 8. Kotler‚ P. and Keller‚ K. (2012). A framework for marketing management (5th Ed). Boston: Pearson Hall. 9. Kotler‚ P. and Keller‚ K. (2012).Marketing management (14th Ed). Upper Saddle River‚ N.J.: Prentice Hall. 10. People’s daily online (2012). H&M‚ Zara stuck in quality scandals in China - People ’s Daily
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insight in finding new ways to maintain industry leadership and ranked 23 in the Best Global Brands 2012 while its main competitor Zara only at 37. This paper will examine the strong positioning of H&M by using 3Cs (Company‚ Consumer and Competition) and STP (Segmentation‚ Targeting and Positioning) analysis. Moreover‚ the study will also demonstrate how unique marketing strategies (4Ps) help H&M to gain profitable market share and build brand loyalty. Background Apparel retail industry has intense
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