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Market strategy, Market positioning and Marketing-Mix - Assignment Example

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Name Professor Module Date Market Strategy, Market Positioning and Marketing-Mix METRAO is a calorie calculator that was recently introduced in the UK market and has proven to be a viable business owing to increasing weight concerns among the population. Metrao is a brand name that is made up of a wide range of calorie calculators…
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Market strategy, Market positioning and Marketing-Mix

Download file to see previous pages... Furthermore, Metrao faces increasing competition from other calorie calculators being sold in the market. Generally, this means that Metrao is obliged to differentiate its products from others in the market by being innovative and unique. In addition to, the calorie calculator market is growing showing that there are likely to be diverse consumer needs and expectations. Consequently, Metrao should utilize strategic marketing tools to get an actual picture of the level of competition in the market and the customers’ needs. A marketing strategy is a process that enables a company to focus its limited resources on the strategic opportunities to attain a sustainable competitive advantage and increase their sales volumes (West, Ford, and Ibrahim 57). A marketing strategy should be based on consumer satisfaction. A marketing strategy is made up of different aspects such as pricing, product development, promotion, distribution and relationship management. Further, it establishes the choice of marketing mix, positioning, target market segments and relationship management. Some of the strategies adopted by the company include the PESTLE and the SWOT analysis. Marketing Mix This primary marketing strategy adopted in the promotion of Metrao. Generally, four aspects in the 4Ps strategy include product, place, price and promotion. The first element of the marketing strategy is product (Schroeder 11). Product refers to the product or service being offered in the market. Metrao is a calorie calculator that enables people keep track of the calorie intake on their daily basis for healthy purposes. This device includes a database approximates the protein, calorie, fat and carbohydrate intake. In addition to, the device offers a recommendation of the appropriate diet for different users. The device is also used o approximate how many calories an individual can cut down on a daily basis. Consumers buy products based on their perceived value of it. For this reason, Metrao ensures product value for its consumers by ensuring consumer satisfaction. Price is the second aspect that greatly influences customers’ decision to buy give product or service. Furthermore, it the only aspect in the Marketing Mix that generates profits. However, the company resolved not to put a selling price on Metrao but opted to get profits from the product’s promotion. In other words, the company is undertakes promotional pricing to generate profits and compete with other players in the market (Robinson 78). However, the company intends to set a reasonable price once the consumers are fully aware of the existence of the product in the market. Promotion is the way in which information about a product is brought to the attention of the consumers. The company has a brand name and intends to raise its awareness using a wide range of advertising campaigns staged on offline and online marketing channels. The company also promotes its products on its website that was recently established to target the online market segment. The final aspect of the marketing mix is place and it relates to where a certain product can be purchases and how the buyers can easily access it. The product will be available in the company’s stores, the company’s website and other shops that sell health related products. The product will be sold in the UK and if it performs well, it will be introduced in other parts of the world. SWOT analysis The company ...Download file to see next pagesRead More
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