Analysis of Groupon Marketing Strategy

Groupon is a deal based business that brings customers discounted deals from the businesses. As a result of massive success and the growing competition, the business is faced with the option of either selling to Google or developing an effective marketing strategy for continuing its own. In the due context, the underlying report proposes a marketing plan for successfully dealing with the market challenges (Chatterjee, O”Keeffe, and Streiff, 2012).

In 2016, Groupon Inc. works with the following mission statement: “To connect local commerce, increasing consumer buying power while driving more business to local merchants through price and discovery.”

Groupon is an internet website company focused on generating revenue by utilizing relationships with merchants to provide consumers with discounts on select items. The goal of the discounted vouchers is to drive additional consumer store traffic and generate revenue for merchants which are shared with Groupon via a predetermined contractual percentage. Groupon generates visibility and exposure with email and social networking to increase consumer spending at specific merchants. Groupon has many features from personalization of product offerings to specific demographics and target segments. In addition, a more defined value proposition allowing merchants an opportunity to showcase their own product offerings on

Groupon is a deal-of-the-day website that is localized to major geographic markets worldwide. Launched in November 2008, the first market for Groupon was Chicago, followed soon thereafter by Boston, New York City, and Toronto. Groupon has over 50 million subscribers across 300 cities in more than 40 countries. The idea for Groupon was created by Andrew Mason who is currently the company’s CEO. [update]Groupon serves more than 150 markets in North America and 100 markets in Europe, Asia and South America and has amassed 60 million registered users. The growth in the future is likely to be at a slower pace, primarily because the company is already one of the largest in the local deals space.

In today’s world of various products and services, businesses aim to excel and lead the competition by marketing the most number of consumers, which is a full time endeavor of business. To survive in the market, a firm or an organization has to be constantly innovating and understand the latest consumer trends and tastes. Marketers need to understand consumer behavior because the decision-making process for consumers is anything but straight forward. Consumers’ behaviors and their purchasing patterns is a huge advantage to understanding the way customers think and the reason for their purchases. Therefore, the study of consumer behavior is important because it allows the

As Groupon is established in many countries of the world, a global strategy has to be pursued

the position of market leader in this segment, dominating it by its organization, knowledge of the market and superior business model, focused specifically on online retailing. It is possible, however, that its competitors will invest heavily in the online segment and catch up with the market leader. Furthermore, such trends as slow food and ecological concerns may impact on the company's businesses model. They are particularly strong among the urban, well educated and affluent customers. It is dangerous because they are biggest spenders as well as enthusiastic users of internet and possibilities offered by it. Loosing them may disproportionately hurt company's profits and its market position.

In my opinion Groupon is not a ready-to-go solution to the problem of low marketing budgets of many local merchants. If Groupon is good

The three problematic areas that Groupon will face in its future are use and repeat purchases, managing its growth, and high levels of competition. For some of us we by our coupons months in advance and forget to use them which often leaves us dissatisfied about the purchase. Still with its lack of customer loyalty new subscribers are flocking to the website, which has created a demand for continuous expansion of the company’s infrastructure as well as goods and services that it offers. Moreover, the inundation of mobile devices has created some competition. Now anyone with a smartphone can save money on the spot. This has leveraged the competition against Groupon. For example will shopping at Kohls I used a 20% off coupon I found on my phone

Consumer behaviour has become a significant subject in marketing area because it has greatly influenced companies’ operation including not only established companies, but also new companies. It seems that consumer behaviour is unstable as it can be impacted by many factors. The purpose of this project is to observe these factors affecting consumer behavior and analysis effects of consumer behavior on established and new companies. With regard to these effects, it is concluded that consumer behavior has not only positive effects, but also negative effects on both types of companies. Moreover, negative effects can be avoided by effective approaches. This paper would be interested to companies who face problems about consumer

Groupon, Incorporated (Groupon) is a national e-commerce marketplace that connects local merchants to local consumers by offering goods and/or services at a discount. Each day Groupon e-mails its subscribers discounted offers for goods and services that are targeted by

Around 70% of Groupon's client base is made out of youthful, instructed ladies, and hence, the dominant part of rebates include excellence, wellbeing, or wellness administrations. Be that as it may, there are as often as possible Groupons issued for eateries, getaways, or various different administrations, (for example, kickboxing).

A customer’s buying behaviour is also influenced by social factors, such as the groups to which the customer belongs and social status.

Customers’ loyalty is another influence factor. The real example of the customers’ loyalty role is given by the Sam’s Club and Costco competition. Sara Altukhaim, an analyst at Kantar Retail, stated that Sam’s Club customers are more predisposed to use Amazon than regular shoppers. That effect occurrence is explained by services like Amazon Prime, which operate on a similar model to club warehouses: pay a premium to get all the benefits and discounts (Berman 2014 n.p.). Therefore, Sam’s Club has a trend on losing the customers to the Internet. Due to that company has low customer loyalty level. As for Costco, the company has incredibly loyal customers. It is caused by the chain’s commitment to signature offering, which is often advantageous

Understanding consumer buying behavior entails marketing, relationships, and consumer behavior. Consumer behavior comprises all the consumer decisions and activities connected with the choosing, buying, using and disposing of goods and services. Marketers must pay very close attention to consumer behavior that occurs before the purchase and after the particular product has been used. Studying consumer habits is one of the steps in marketing search and analysis. In addition to other basic principles of consumer buying habits, marketers also need to study the decision and actions of real people. Until recent history the study of consumer behavior was focused on generalized consumer decisions. With