VESPANOMICS UNIT TWO CASE Richard Coate GB534 Consumer Behavior Unit 2 Assignment Dr. Rita J. Gunzelman Kaplan University July 8‚ 2015 Vespanomics Unit Two Case Due to Vespa’s failure to meet U.S. federal emission standards the company was banned from sales in the U.S. This exit from the market under adverse conditions hurt the image of the company and its brand. When the company improved its product enough to re-enter the U.S. market in 2000 it had to create a marketing campaign aimed at repairing
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Environmental 7 Porter’s Five Factor Analysis 7 Rivalry Intensity 7 Threat of New Entrants 7 Threat of Substitutes 7 Bargaining Power of the Buyer 7 Bargaining Power of the Supplier 8 Sector/Strategic Groups 8 Demographic 8 Income 8 Ethnicity 8 Psychographic 8 Strategic Groups 9 Current Issues 9 Security 9 Declining “Wow” Factor 9 Distraction 9 Cost 9 Works Cited 11 Industry Overview Smartphone Industry Analysis Key Players Samsung Apple Hauwei Lenovo Xiaomi Smartphone Market Size United States
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Market Segmentation Geographic Segmentation Geographic Segmentation is collecting and analyzing information according to the physical location of the customers or other data source. Carrefour marketers use geographic segmentation because they know where to sell their product to increase advertising and sales effect. For example‚ there are different numbers of population among each state in Malaysia then Selangor state consist of most highest population with 51026000 peoples. Therefore‚ Carrefour
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the lowest market share. On the other hand‚ there is only a small price difference in the moisturizers category where the product has the 2nd biggest market share. The strongest competitors for Plénitude in the moisturizers category are Olay‚ Almay‚ Nivea and Neutrogena‚ whereas in the Cleansers market‚ they are Noxzema‚ Ponds‚ Olay and Sea Breeze. The entire Plénitude line‚ which contains 14 SKU’s‚ is divided into three categories such as basic moisturizers‚ treatment moisturizers and cleansers. Plénitude
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Market segmentation- is the process in marketing of dividing a market into distinct subsets (segments) that behave in the same way or have similar needs. Because each segment is fairly homogeneous in their needs and attitudes‚ they are likely to respond similarly to a given marketing strategy. That is‚ they are likely to have similar feeling and ideas about a marketing mix comprised of a given product or service‚ sold at a given price‚ distributed in a certain way‚ and promoted in a certain way.
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Ford should now target consumers who seem to be the most profitable segment(s) and likely to buy their new model. They did several surveys and they found out two possibilities: targeting according to socio-demographic descriptions or according to psychographic descriptions. As we noticed before‚ consumers need more than just a small functional car‚ they need psychological identifications‚ and they need to demonstrate something through their car. According to that view‚ I consider that it would me more
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Executive Summary The purpose of this report is to design and examine a marketing plan for Bursagaz in order to internationalize their business operations by penetrating the Egyptian market. As with the expansion of any business‚ Bursagaz would face many challenges in exporting natural gas to Egyptian households which is their primary target market. In order to ensure a smooth entrance to the business environment of Egypt‚ Bursagaz would have to adopt a standardized product strategy because of
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MARKET SEGMENTATION Identify and profile distinct group of buyers who might require separate products and/or marketing mixes. Market segmentation can be segmented in different ways. MASS MARKETING- is when the seller engages in the mass production‚ mass distribution \and mass promotion of one product for all buyers it is also create s the largest potential market which leads to the lowest costs‚ which in turn can translate into either lower prices or higher margins. LEVELS OF SEGMENTATION
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can be considered. For example‚ the auto market could be segmented by: driver age‚ engine size‚ model type‚ cost‚ and so on. However the more general bases include: • by geography - such as where in the world was the product bought. • by psychographics - such as lifestyle or
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Mktg 477 Exam #1 Major Topics Note: the list below is not intended to be exhaustive – i.e.‚ it does not cover every single topic that we have discussed in class to date. Instead‚ it is designed to give you a starting point from which to study. If you can’t find answers to the questions posed below‚ ask a classmate for his/her notes. Then‚ come and see me if you still have questions. Know promotional lingo and buzzwords‚ and be able to apply them. For example‚ do you know what “spot TV” is
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