Case of poratakabin Essay

Kerin, R. A., Hartley, S. W., & Rudelius, W. (2013). Marketing. (11th ed.). New York, New

Walker, Orville C., Harper W. Boyd, Jr., John Mullins, Jean-Claude Larreche. (2003). Marketing Strategy - A Decision-Focused Approach. 4th Edition. McGraw-Hill. New York, NY.

Perrault, W.D., Cannon, J.D., and McCarthy, E.J. Jr (2011) Basic Marketing: A Marketing Strategy Planning Approach (18th edition) New York McGraw Hill Irwin.

Perreault, William D., Joseph P. Cannon, and E. Jerome McCarthy. Basic Marketing: A Marketing Strategy Planning Approach. 19th ed. N.p.: McGraw Hill, n.d.

Perreault, Jr., W.D., Cannon, J.P., & McCarthy, E.J. (2011). Basic Marketing: A Marketing Strategy Planning Approach [University of Phoenix Custom Edition eBook]. New York, NY: McGraw-Hill. Retrieved from University of Phoenix, MKT/421 website.

This is a family owned company with the sons and daughters of the founder forming the board of directors. We operate from one main factory which include several different sections. These sections including a stores area for the raw materials used to make the widgets, a machine shop for producing the widgets,

 ReferencesKerin, R. A., Peterson, R. A. (2013). Strategic marketing problems cases and comments (13th ed.). New Jersey: Pearson Prentice Hall

Kerin, R. A., & Robert A. Peterson. (2013). Strategic Marketing Problems: Cases and Comments. Pearson Education Limited.

Hyman, M. R., & Sierra, J.J. (2010). Marketing research kit for dummies. Wiley Publishing, Inc.

Service focused Positioning refers to how the business relate the important benefits of the industry to the customers (Smallbusiness.chron.com, 2017). There should be an effective positioning strategy designed to analyse both opportunities and threat to the firm in the competitive market place (Lovelock, Vandermerwe and Lewis, 1999). Market focus relates to which a firm serves few or more markets whereas service focus determines the extent to which an industry offers few or more services.

“Marketing strategies can have a broad impact on the business in terms of instilling a marketing orientation among all those in the firm: the way of thinking or philosophy of the whole organization. However, marketing strategies can alternatively be seen as dealing only with the development of competitive advantages directly associated with the marketing function such as customer loyalty and distribution channel control. In the latter case, the domain is sometimes even further restricted by sole attention to the various element of the marketing mix rather than the more general issues of customer and channel relationships. There are two key

Armstrong, G. Brown, L. Burton, S. Deans, K., & Kotler, P. (2010). Marketing (pp. 4-40). New South Wales: Pearson

Marketing strategy is a method of focusing an organization's energies and resources on a course of action which can lead to increased sales and dominance of a targeted market niche. A marketing strategy combines product development, promotion, distribution, pricing, relationship management and other elements; identifies the firm's marketing goals, and explains how they will be achieved, ideally within a stated timeframe. Marketing strategy determines the choice of target market segments, positioning, marketing mix, and allocation of resources. It is most effective when it is an integral component of overall firm strategy, defining how the organization will successfully engage customers, prospects, and competitors in

It is a global leading company in the design, manufacturing and also sale of home upgrading products, with sales in the year 2002 of US$1.2 B. Its major areas of business are power tools, solar powered lighting, electronic measuring tools and floor care appliances. The company manufactures and trade electrical and electronic appliance. This company has attained an average income growth of 33% yearly over the past 5 years. The company operate in two segments floor care and appliances and also power equipment.

Due to the globalization of the economy, there has been great competition in the business sector. The basic human desire to challenge new limits and capture as much market as it is possible has given a new dimension to the concept of marketing - brand positioning. To position a brand requires making choices; whereas having a position means people will prefer a brand over another. A brand can be positioned in several ways: offering a specific benefit, targeting a specific segment, price or distribution. Despite the fact that positioning is considered by both academics and practitioners to be one of the key elements of modern marketing management, it is surprising to uncover general paucity of consumers/customers derived studies regarding