Analysis of Groupon Marketing Strategy

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With the internet technology, everyone can stay at home for online shopping. What’s more, if you can enjoy daily discounts with all the information, home delivery and 24-hours daily operation, that’s all can be found by buying Groupon. Groupon, the company has successfully captured millions of online consumers throughout the world. The marketing strategy of Groupon captures the consumer behavior. Consumer buying behavior, defined as... “The buying behavior of final consumers, individual and households who buy goods and services for personal”.Groupon consumers mainly responses to:
- Brand selection: the advertisements, messages and discounts offered consumers to try something new with lower price for a variety of product, restaurant
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However, by nature, customer priority on great deals only and unlikely in the future to purchase at higher retail prices. In the run long, the mechant come and go without continue offering they products / services to Groupon’s customers.
b) Customer service issues: Many small and new companies participate in Groupon. Usually, they are not prepared to handle overwhelmed sales and overlook the customer inquiries. This will affect the image of Groupon for poor customer service and response. Furthermore, the buy now and use later concept has made the customer unhappy due to the appointment has so limited and was blocked out of peak season.
c) Competitors: There are several competitors have been significantly in the marketplace nowlike Living Social, Big Sales. Grouping needs to the outstanding among the corporations is a challenging task. Groupon need to proactive in promotingtheir products and continue to be innovative in order to stay on the market.
d) Customers: Getting retain customers to continue purchasing from Groupon is challenging. Most customer purchase from Groupon for attractive deal likewise theypurchase from the competitors too if the items are offered from their site. Very likely, the on-line consumer will apply the five-stage purchase decision process before they purchase online.

a) Setting up a good marketing strategy:
Recognition of consumer behavior towards the decision of marketing strategy is necessary for developing effective marketing plan
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