Marketing
Based on Samsung Mobile Phones
APA referencing required
Marketing Mix
o Process - moments of truth? High or low level of involvement?
o People - staff interactions with customers (inseparability, variability; level of involvement)
Macro Environment
o Political trends - laws, regulations, stability, government interventions, barriers to entry/exit etc..- Core Concept of xiaomi
Word count: 1000
Group Situation Analysis Report Structure and Outline:
• Cover Page
• Title Page
• Executive Summary (summarises the whole report) - not included in word count
• Table of Contents - not included in word count
• Introduction to report and company
• Market/Customer Situation:
o Industry and market/product they compete in. Trends in this area. Use ABS.
o Target Markets - use STP theory (what segmentation variables are used, and what is this segments size growth and attractiveness, marketing strategy & positioning)
o Consumer behaviour issues - (like motivation, influencers, buyer decision-making process etc...)
• Marketing Mix Situation:
o What is the marketing mix, why is it used - theory. Overall describe how their marketing mix provides value (with benefits outweighing the costs).
o Product - 3 levels of a product and product offering (goods, service, experience etc.., what needs/wants/demands are fulfilled
o Price - State the pricing strategy (cost-based, competition-based, value-based etc...; price ceiling/price floor. Elasticity of demand)
o Place - physical locations where sold distributed; the distribution channels used; is it traditional or a VMN?
o Promotion - What is the strategy, message & positioning? Does it use traditional marketing or an IMC program? What forms/types/methods of promotion are used?
o Process - moments of truth? High or low level of involvement?
o People - staff interactions with customers (inseparability, variability; level of involvement)
o Physical Evidence - tangibility aspects. Positioning and perceptions.
• Competitive Situation:
o size, strategy, market share, product quality and other considerations that indicate their intentions and behaviours.
o Comparisons between Point of Difference and Point of Parity within the marketing mix, positioning and target markets.
• Macro-environment:
o Demographic trends and its impact on current or potential target markets
o Economic trends and its impact on how and what customer spend, and its effect on sales and the company
o Natural trends - natural forces/disasters, shortages of raw materials, impact of company on the environment
o Political trends - laws, regulations, stability, government interventions, barriers to entry/exit etc..
o Technological trends - new technologies that can/do affect how the company operates in any way (e.g. online banking, manufacturing technologies, security, social media etc...)
o Cultural/social trends - forces that affect how consumers are influenced by society and culture. Include Consumer behaviour theories here (e.g. reference groups, perceptions)
• SWOT Analysis:
o No new information here - it should only be a synthesis of the situation analysis with justification through research or theory
• Conclusion and Recommendations:
o Reiterate the main aspects of the report.
o Provide a rationale for the recommendations using theory (i.e. if you are targeting a new market segment - reapply STP concepts; if you are creating a new product, describe the needs, wants, demands, 3 levels of a product and what the new product offering will be.
• Reference List in APA format - not included in word count
• Appendices (if needed) - not included in word count