Essay on Frigidaire Product Positioning

Read Ch. 4 of Basic Marketing. Read Ch. 9 of Basic Marketing. Read Ch. 10 of Basic Marketing. Read Ch. 17 of Basic

Targeting is a method of examining the market segments and follow all or any of the following 3 types: undifferentiated, multisegment (differentiated) and concentration (niche) (Palmer, 2009). Selfridges’ products diversity means its target include both men and women aged >25 years belonging to the high-income group whose interest is fashion and luxury. Thus, Selfridges’ targeting can be said to be concentration (niche); however, due to its prime locations, Selfridges also attracts general public including families, singles and tourist. Therefore, in that aspect, its targeting strategy is differentiated.

Understanding the purchasing behavior of a specific demographic is one of the most important sets of research data available to marketers. To develop a strategic plan to present your products in a way that produces the most optimal buying behavior, one needs to understand what the target audience avoids as much as what triggers them to spend their money. (Marketing Land, 2014)

Consumer behavior is also a factor to be considered, because factors affecting consumer behavior will make clients not to buy, for one reason or another. To get the target market or rather to increase the target market, one has to create and deliver content that attracts and contains customers. As is in the case of our products in John Deere Company, necessary strategies have to be implemented to retain the new target market. Marketing strategies capable of luring people especially the old

The potential consumer target markets fall into two categories; the segments will be referred to as “Suburban Select” and “Young & Active”.

Marketing Research on the New Volkswagen Golf Marketing research aims to take some of the risk out of marketing decisions by providing information that can form part or the entire basis of decision-making. It is applicable to all aspects of marketing-mix decisions and should be an integral part of the process of formulating marketing strategy. Marketing research by definition is the function that links the consumer, customer and public to the market through information- information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing researches specifies the information required to

The Annapolis city government has aimed to reduce emissions by 75% by the year 2025 as well as achieve carbon neutrality by the year 2050 (Savidge 2010). In order to achieve these goals, the city government has committed to reducing energy usage by 10% in public facilities by 2017 and 15% by 2020 (Savidge 2010). The city government also plans to achieve 25% of their energy from renewable sources as well as providing greener and more energy efficient upgrades to public facilities and city transportation (Savidge 2010). The Annapolis community has aimed to reduce emissions by 50% by the year 2025 as well as achieve carbon neutrality by the year 2050 (Savidge 2010). The community has been and will continue to actively encourage locals to purchase green and renewable energy, use alternative forms of transportation, increase recycling and reduce trash production, and to preform energy efficiency upgrades (Savidge 2010). Such efficiency upgrades could take place in the form of financing home energy improvements, energy efficient mortgages, energy smart schools, or zero interest loans for energy conservation and “green energy projects (Roseland 2012).” Mark Roseland published a paper on sustainability “solutions for citizens and their governments” that outlines the benefits that simple energy efficient upgrades can achieve (Roseland 2012). He states examples where residents can save over $1000 each year on oil, gas, and electric bills while reducing their emissions through local

Brown, T. (2014). Basic Marketing Research, 8e, 8th Edition. [VitalSource Bookshelf version]. Retrieved from http://online.vitalsource.com/books/9781305178571/page/24

Caetora and Keaverney (as cited in Mueller, 2011, p. 272) affirm that consumer buying behavior, attitudes about products or promotional message, relevance of a product attributes, product positioning and other manifestations of culture and societal norms are usually a product or industry specific and must be gathered from primary research. It means that this information may be critical to sound tactical decisions, and usually warrants the time, energy, creativity and expense required to collect it.

In Portland many efforts are being taken to reduce our dependence on fossil fuels. One of the most common forms of renewable energy currently is solar. There are many companies in Portland that sell solar solutions such as Solar Oregon and Sun Run. Portland General Electric also offers programs like Green Future Solar and Green Source, which allow you to only purchase energy produced by renewables. The energy provided by the green source plan is a majority of wind power, with a small percentage being provided by solar and geothermal. PGE has had a great response to these plans and according to the US Department of Energy they are number 1 in renewable energy sold among power companies in the US. There are also a claimed 17,000 households in Oregon that have solar energy systems. The push to purchase these plans and install solar panels on homes and businesses is leading to a decreased reliance on traditional power plants, which rely heavily on fossil fuels and coal to provide the necessary energy. A reduced usage of these fuels leads to a less dramatic warming effect and a much smaller carbon footprint.

In order to market the product into the market successfully, marketers need to have some marketing strategy to enter the desired market and make profit. Market segmentation is the process of dividing a market into subsets of consumers with common needs or characteristics (Schiffman et al., 2011). Understanding the market size and segmentation is valuable, but the keys to effective targeting is to know just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends ( Berry, 1999).

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

The company can not sustain in the competitive environment without undergoing change in its strategy. Therefore, company has to rebuild its strategy around the profitable consumer segment. The company is required to make marketing initiatives concerning the interest, awareness and perceived value of the consumer. Thus, identifying the consumer groups of high worth can bring huge profits and revenue for TFC (Stahl, 2007).

To understand the consumers in the target market, marketing managers rely on the 7 O’s framework of consumer research.

According to Blythe (2010), segmentation, targeting and positioning are fundamental to the concept of meeting customer need. This essay will outline and analyse these fundamental tools of marketing in an academic setting, in addition to, assessing how an organisation of my choice applies them in a working environment. Included in this essay, will be an academic discussion of the advantages of market segmentation, targeting and positioning drawing upon views of various scholars. Furthermore, I will provide a profile of my chosen organisation as well as an assessment of their market segmentation, targeting and positioning strategies. The essay will finish with a summary of the main points and will draw conclusions based on the evidence which has been presented.