MK4024 Contemporary Marketing Assignment: Report for Geely International Corporation ID: G20583375 Contents: Section1. Market segmentation, targeting and positioning for the EC7…………………....3 Section 2. The Marketing Mix for the EC7…………………………………………………7 Section 3. The Capabilities of Market-Driven Organizations………………………………11 Appendix A………………………………………………………………………………...13 Appendix B…………………………………………………………………………………13 Bibliography………………………………………………………………………………...14 Section1. Market segmentation, targeting and positioning for the EC7. Nowadays there are millions of companies all over the world. Every day they try to bring something new in the market so they can expand and develop. When the existing company is trying …show more content…
After reading that information we can say that Geely Emgrand EC7 is not far by analyzing all main criteria and it has very good chances to compete with companies which had very profitable sales in 2011 what will bring a good revenue in the company. * Cost of reaching the segments. When people are looking for a new car they collect a maximum of the information from all the resources, so if Geely International will use magazines, TV and newspapers for presenting and advertising Geely Emgrand EC7 model, it will be easy enough to reach many buyers. * Compatibility with organization’s objectives and resources. Geely International has all resources in UK in order to operate how it is planned, so in our situation the company will not face many troubles. In order to be at the place where we want to be we should think more about consumers (starting point for any marketer) so we are going to target 3 types of segmentations which are more affectively may cause the good reputation of Geely Emgrand EC7 and bring good revenue in Geely Company: * behavioral (product features) – everyone is willing to be in safe and secure atmosphere, so since Geely Emgrand EC7 has received five stars for safety according to C-NCAP, for which it was unofficially recognized as the safest car produced in China (Datcik, 2011), it can
Threat from New Entrants There are currently no new threats from new entrants in this market. Company G’s technology, testing and production process that is very efficient for profitability cannot be easily replicated.
Not only do the current competitors represent a threat to any organization, but they also convey the possibility of bringing new competition to the industry. Some industries have stronger barriers for new companies to enter the market, making it more difficult for competitors to join in, increase the competition and affect the organizations’ profits.
Take a look at the examples provided by Apple – the company is the most successful at the products they have already created, with their “cash cow” or most profitable product being the iPhone. Thus, if you worked for Apple, you would look at your consumer base and discover how to upsell them on better, more improved Apple products. This, of course, could leave you vulnerable to potential disruptors if you fail to take into account or ignore niche markets, but, in my opinion, people really just want the best product. They want quality, innovation, and superiority – if your company offers the best improvements incrementally in ways that customers expect – e.g., fuel injection – you can improve your product in your current market and succeed against your competitors. If you create an unexpected innovation to your product, such as with the automobile, the iPhone 6S, and the Macbook Pro with Retina Display, you can radically keep your clients’ interest while increasing your market share with continued
company who sees a need for competition in a market that is crucial to the wellbeing and livelihood of
New entrants in the industry that are battling to have a share of the market
new competitors and they will tend to copy the ideas of products and try to dominate the
All companies desire to dominate any given market without being outfought or outwitted by rivals. However, the implications of
As technology continue to refine how products and services are delivered to consumers, competition among industry participants becomes more refined. Organizations that are able to keep up with changing technologies become leaders while those that are not fall behind. Mergers and acquisitions are increasing while causing small businesses to sell out or seek partnerships and cooperatives in order to remain competitive and relevant.
Since the market is oligopoly, so when you have a new thing, you need to deal
technology without moving away from the company's core values. Whilst there are many other competitors in the
Whereas the mission defines the scope of a business or business unit and the goals define its strategic performance dimensions, its business unit competencies determine the means for achieving success.
Today’s markets hold aggressive competition between companies in order to dominate as much share as they can from the market. That is why most companies are seeking for a competitive advantage that will differentiate them from their other competitors and makes consumers buy their services or products over the others.
When the companies want to keep their development within the competitive economic environment, they should have a plan. This plan is not only integrate the condition that means the
In 21st century, the whole world is running with the technology which leads to rapid growth and new innovations and very high level competition in the business market. Each and every company facing tough fight from the business market and some companies are struggling to sustain in the global market. Because of high competition from rivals, companies are trying to find innovative strategic ideas and plans and to implement them.
During the early 2000’s European carmakers were hit hard by the rising Euro and the weak dollar. European carmakers pay for car parts and labor in euros to build cars they export to the United States where customers pay for the cars in dollars. As the dollar weaken manufacturers faced fewer Euros worth of revenue for each dollar sale. They faced raising the price of the cars to compensate the weak dollar or absorbs the difference in lower prices. The purpose of this paper is to show that hedging the exchange rate to profit in swings in the market was very profitable or Porsche however not vey sustainable low term.