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Theres No Other Store like David Jones - Case Study Example

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"There’s No Other Store like David Jones" paper discusses the importance of knowing the relationship between market segmentation, market targeting, and market positioning. This paper provides readers with some recommended ways of how the company is able to increase the company’s profitability…
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Theres No Other Store like David Jones
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Download file to see previous pages Established back in 1838, David Jones offers the public with a wide range of services including bridal registry, florist, interior decorator, beauty treatment like spa, and online wine club (David Jones, 2009a). With the use of printed catalogs and store expansion, David Jones is also selling branded goods like Bulgari, Fendi, Zegna, and Ferragamo (David Jones, 2009b). Aside from selling toys, books, stationery, electronic goods, and furniture; David Jones is also selling men’s and women’s clothing among others.

Despite the global financial crisis, David Jones remains firm in targeting the higher end market (Case Study, p. 381). In line with this, the relationship between market segmentation, market targeting, and market positioning will be tackled in reference to the case of David Jones. Upon going through the main discussion, the reasons why David Jones is targeting the younger customers with expensive brands like Diesel and Sass & Bide will be provided in detail. After analyzing the market situation, whether or not David Jones’ marketing strategy is effective in terms of capturing a bigger market share and higher profitability will be answered.

Increasing the company’s sales and profitability is the main goal of each business. Given the fact that all humans have their own specific needs and want, the study of marketing is focused on enabling a company to address these concerns. Basically, there are some products could easily satisfy the specific need of consumers. In line with this, the product preferences of each prospective consumer are usually guided by marketing variables such as the product value, cost, customer(s) satisfaction, and market distribution which is included in the study of the marketing mix or the 4 P’s known as a price, product, promotion (marketing communication), and place (product distribution).). For this reason, there is a need for every marketing manager to study the target market using the marketing mix. ...Download file to see next pagesRead More
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