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These trends offer great opportunities for cycling businesses.
Cycling is appealing to a wide number of user groups of different genders and ages. The target market includes both males and females of different ages as well as children. There are four major segments:
While all these categories are the potential customers of the bicycle store, all of them have different needs and these needs should be addressed in a different way. Thus, for example, children are more probably in need of safe and comfortable bicycle on which they can ride to school or other places. Women might be more focused about their health and body, and therefore their preferences may vary based on their needs. Men may prefer to ride bicycles for fun, for health, for competition, for sport, etc. Another category of cyclists are adolescents, among which bicycle sport and entertainment activities are increasingly popular.
Positioning is fundamental to buyer behavior as it is the trigger which makes the customer to take either positive or negative decision regarding the specific brand (Marketing Mentor, n.d.). Development of a powerful positioning statement is the opportunity to influence the market’s perception of the bicycle store (Marketing Mentor, n.d.). A great example of positioning statement for the bicycle store was developed by the Canadian business “Cervelo Cycles” who claimed that they “make the bicycle that won the Tour de France" (Marketing Mentor, n.d.). While this statement was developed for specific target audience of professional bicyclers, it gives a good insight for development of the positioning statement for the bicycle store in the UK. Depending on the marketing strategy, it is possible to apply competitor positioning based on some unique features that differentiate the company from others (pricing and discounts, unique models, etc.).
The new shop should focus on selling both
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Customers always estimate the value that a product or service will give to them and this may not be met by the product or service during its use (Mullins & Walker, 2010). Marketing plays an important role in the acceleration of the markets for the acceptance of the new products.
The management is expected to make sound, comprehensive decisions that are to be complemented by the internal and external environment that the organization is working on. A tactical strategy can be developed on the basis of a comprehensive situational analysis.
The company operates in more than 34000 local restaurants and more than 80 percent of the restaurants are owned though franchising methods (McDonald, 2013g). The food products of McDonald’s include hamburgers, cheeseburgers, chicken wraps, French fries, milkshakes and desserts of varied flavours (McDonald, 2013i).
1.0. Current Target Markets Demographics
Laptop computers are primarily targeted to the working population in the US, who are at their young age, i.e. professionals who have recently joined the corporate, and students who are shortly to join the business sector in the country.
urces to achieve competitive advantage. As the consumer demands are ever changing, this industry has also constantly evolved over the years. Emergence of new entrants and constant innovation by the existing firms in this industry has induced tough competition (Ahmed 35-50).
According to Blythe (2006), marketing can be defined as a management process by which organizations are able to identify, anticipate and supply the end users requirements more effectively as well as profitably. According to his point of view, marketing is a combination of planning and executing the concepts of pricing, promotion and also distribution of ideas as well as the services to satisfy the objective of both individual as well as organization.(Blythe, 2006, p.5).
Brownlie and Saren (1992) attest to the veracity of the aforementioned in their contention that scholars have "challenged the marketing concept" (34) and that others have effectively declared its demise. The scope of the existent body of literature on marketing, the wide range of academic and trade journals devoted to an exploration of the marketing concept and strategies, and the countless volumes of pages published each year on the topic, effectively disprove the latter statement, the fact is that the rapidity of the evolutionary process experienced within the field of marketing and by the marketing concept itself, have furnished fertile grounds for a conceptual and ideological debate.
, the objectives of my research were to identify how and if Internal marketing is the primary means through which the company can increase its brand appeal. This is crucial when considering how consumers perceive brands as opposed to how companies deliver the message of their