No Puncture Tyres - Assignment Example

No Puncture Tyres Case Study Task a) Marketing refers to any form of communication in use by the organization for the purpose of persuading, creating awareness or reminding the population or the target market about the products and services on offer. Its aim is to convince the potential buyers to purchase their products instead of doing it from a competitor. It creates a favorable image for itself, ultimately leading to an increase in the sale of the company. In an advertisement, a large number of people are at dispensation of viewing the message. The cost per potential customer is usually lower. One can also chose a certain media to reach the target population, while at the same time controlling the content of the advertisement for the purpose of persuasion(Vargo and Lusch, 78) Utilization of marketing will be very beneficial to the company. It will increase the brand awareness. A large number of people can learn about a particular brand at a certain time. In other instances, one can place newsworthy information about the company and the products on offer. It always focuses on building the image of the products on offer(Achrol and Kotler, 22). Some people compare marketing to jazz music. When done well, it provides a classical atmosphere. When done poorly, it resorts to noise. At its early stage, marketing will entail cognitive, affective and behavioral stage. One receives the awareness about the product, have its liking, preference, conviction then final purchase of the product. Therefore, marketing has many roles that it plays in progression and advancement of the business, ensuring that it remains competitive in the business market. The management team ought to know that for effective management, adoption of various marketing functions has to be in place. These functions include branding, channeling, corporate communications, executive strategies, field marketing, market intelligence, product management and telemarketing. Branding will entail creation of a specific logo or image, with which the public can associate with the company. Through channel marketing, channel marketing will comprise use of third channels in marketing of the products. It will encompass employment of various tactics such as human resource management, public relations and solid customer service skills under appropriate leadership. Market intelligence will capture, analyses, and disseminate primary and secondary reference, customer attitudes and competition. Telemarketing will encourage the use of technology in both marketing and intense campaigns(Stewart, 209). In summation, the marketing roles in the company will assume responsibilities such as having comprehensive understanding of the competitive forces and factors in the environment within the operational area and have tantamount effects to the business. They will also identify the target market and segments. They will initiate the new product in the market, understanding the strengths and weaknesses of the competitors. With such knowledge, they will have a sustainable gaining a competitive advantage compared to the rest of the companies that are at the verge of producing similar products. Finally, this will translate into high profits surge. Task 1b) The process of business orientation has immense impact on the entire performance of the business. It entails adoption of a process view of the organization products, business environment and management board, which are the core factors influencing how the operation of the business. Researchers have recommended that an effective business process orientation have long lasting beneficial effects to the organization and overall performance. In addition, a firm with a strong business orientation has better organizational protocol, minimal internal and external conflicts and an overall increase in customer satisfaction. Hence, such culture dictates the quality of service delivered to the customer( Cova and Cova, 345 ). Since the purpose of the business will be reduction of operational costs and maximization of profits, it must conduct a thorough research on its production, products and sales. To maximize profit, the firm ought to practice the aspect of economies of scale, which comes about with production of goods at high levels. The products should also retain the maximum quality according to the target market desire. The firm will also focus on product orientation, whereby it believes that the services on offer and the products on the lead are of the maximum quality than from any other competitive firm producing similar products. Therefore, the target market will definitely have a liking for the product. The product also ought to satisfy the needs of the consumer. The firm will also conduct sales orientation, where the core objective is to create the product and ensure that they reach the target market in good time. In that area, one has to come up with a promotion strategy. The sale people have to encounter the buying resistance of the customers, inducing them to purchase the products more and more. The firm also needs to adopt the marketing orientation. It is based on the assumption that for effective long-term survival, the firm must have full understanding of the market needs and wants, then produce goods that satisfy those wants. The customer is the central focus. That should be the priority philosophy of the firm: putting the client’s needs at the epitome(Abela and Murphy, 55). Therefore, the best orientation to be in utility by the firm is the integrated approach. All the departments will work together as a team to ensure that the beat up with the competition there is establishment of the company’s foundation. In integration, the production team will produce high quality goods. The finance department will ensure that the price is competitive. The sales department will also ensure that the distributions plan is at work effectively. The human resource department will be set to ensure that highly qualified staff with good public relations is employed to deliver to the customers quality services at all times. Adoption of such a market orientation will bring the company a notch high. Task 2 a) The marketing mix entails the set of actions that the company wills strategies to use for the purposes of promoting the new brand in the market. The firm uses the set to ensure that the products on production reach the market at the right time with an ever increase in demand. The tactics hence focus on producing the right quality products, sold at the right time and place with the use of the most suitable promotional methods. For the firm to come up with the appropriate market mix it has to meet several criteria such as possession of the right features, designation of the appropriate price to the consumer, ensuring availability and accessibility of goods at all times(Goi, 103). The marketing mix will entail division into four classes of products, price, place or promotion. Each class has the components or variables. Products The promotion component will comprise of various factors such as advertising, personal selling, sales promotion, quality public relations, word of mouth and tel advertising. It is the services and goods the firm will offer to the market. The firm should plan to utilize the aspect of branding, in such a way that there is a unique image that identify with the firm. The puncture less tyres will aims at satisfying the needs of the consumers. The team will conduct an analytical research prior to establishment of the goods in the market, since a product undergoes various stages and lifecycle. It faces different challenges at such times. At the initial stages, the demand may be too high, but as time goes by, the demand halts down and that may affect the income. Increase demand at the initial stages may hamper the distribution process; hence, it is important to ensure that there is adequate supply of the puncture less tyres(Dominici, 98). The product will offer immense advantages to the target market. It is clear that the expenses on vehicle maintenance with relation to the wheels are always high. One has to ensure continuously that they are on pressure. Any flat tyres translates into lost time and revenue when taken to garage for repairs. They are expensive and the vehicle has to consume three to four days out of work. Therefore, the product inauguration will set to solve all these drawbacks. The puncture less tyres will be in use in quarries, during war times, farmers, in all-terrain vehicles and golf carts owners. Such are the areas where the vehicles in use experience high rates of bursts. They are also resistant to nails, stones, glasses, sharp objects and bullets. The vehicle with such tyres can move with a moderate speed of 55km/ hr. hence an effective speed at all times. The product will limit the number of expenses that such people use in management of their vehicles. Branding will ensure that the product will remain distinct in the market, such that the target consumers can easily identify it at far. Adoption of the name “Puncture Less Tyres” is also strategic and captures the attention of the people. The products will be profitable to firm, since there are many departments that are consuming immense funds in maintenance of their vehicles. Out of the report sought prior by the users of the wheels, there were positive feedback and the demand was on high. Therefore, the demand of the people towards such tyres is high, and in the advantages it offers are many. The firm will also include sale of other products such as spare parts as a part of promotional activities. Place The firm ought to be located in an easily accessible to the people demanding the products. The best place where they can be found is at a central place. Establishment of branches specializing in the sale of the tyres will ensure that they are accessible in different areas. An online ordering system will be in place to ease the work for those who are far away from the branches. Delivery system can be in place to ensure that every person have access, even those who are ever busy. Later on, distribution channels will be established in other small towns in the regions. There will also be massive recruitment of salespeople to market the product. Introduction of the wholesalers and retailers distribution method system will be on establishment after the firm gains full control in the market. Promotion To ensure that the target market has the information, the firm will also use various methods of advertisement such as television, billboards in busy streets and radio. Utilization of social media will also ensure that the young people are reached. Internet marketing is also useful as the technology is showing a rampant change day by day. In addition to that, the use of promotional aspect will persuade people to buy the product at large bulks. For example, price reduction when a person buys more than five tyres. Conducting various promotions at the end of the month will create awareness of the product in its initial stages. The advertising process can be done all the yearlong since the business does not have a certain season when it is rampant. Accessibility to press and media especially at evening times will ensure that a large number of people have the information. At long run, inclusion of consumer schemes, contests and prices will further promote the purchase of the products. There will exist a site where the consumers of the tyres can give their feedback on the experience on utility of the product. Such word of mouth ensures that the firm has knowledge of their strengths and weakness and strives to improve their services for the sake of customer satisfaction. Other use of promotional activities that the firm needs to adopt is the addition of goodies when one buys the product, for example, one can be given a t-shirt with the full company name and contacts at the back upon purchase of the products. Price It consists of the value that a product possesses. The price will rely on the target segment, the ability of the market to pay, demand and supply of the products. The price will remain higher than for the normal tyres. When one buys the tyres in bulk, offering will discount prices will attract more customers. Importance of the marketing mix to the company The marketing mix will aid the firm to take an entrance in the new market. The success of the firm relies on how the implementation of the marketing mix will occur. The market mix brings up what the firm will relay provide to the consumers. It delivers the whole set of messages and in itself act as the marketing tool. Task 2 b) A service is intangible. One can neither see it nor touch it. One has to make close relationship between a quality service and a more tangible good. A service is variable from one person to another, perishable and homogenous. Service marketing will encompass marketing of the consumer goods, which are the Non-Puncture Tyres. The service marketing mix will also comprise of product, pricing, promotion, place, people, physical evidence and process. A service marketer is at disposition of experiencing many challenges in form of heterogeneity of the services, the demands and requirements of the customers, interaction with diverse customers while offering the services and perishability nature of services. All these challenges likely to face the new firm will lead to a desire to have a special consideration for the services on offer. The service marketing mix will sum up the ingredients that will be in use by the organization to ensure that the quality of service son offer is appetizing. It is a blending process. All the elements support one another, ensuring set up the reinforcement and the ability to deliver the services to gain a great competitive advantage. Pricing of the services remain critical in the firm since it will have direct repercussions on the suppliers, sales people, competitors and distributors as well. Pricing is an indicator of the quality of the service received by the customer at the far end. It will also draw a picture of the delivery processes its immediacy. In addition, it will allow homogenous services to be on the differential end facilitating the overall pricing criteria. It turns out difficult promoting an intangible substance. The firm will therefore use the tangible products to make the public known of what they offer. Formulation of clear services will also ensure that the consumers have an easy time when purchasing the products. The need to be a well laid mechanism flow, such that there are no many complex modalities to follow before the goods are delivered. Services ought to be available with consistent quality, promptly at the right time. Firm is therefore at dispensation of gaining many profits after ensuring that the customer is the king and is fully satisfied by the services on offer. Task 3 Marketing communications They are the methods in use by the firm to persuade them to purchase the consumers to having the products. There are six methods Puncture less firm can utilize to reach to their target consumers. The management team can utilize advertising, sales promotion, events and experiences, public relations and publicity, direct marketing and personal selling. Advertising increase the awareness. It promotes an increase in the branding of the firm. The advertisement has to receive full funding to remain effective. They reach a large number of people at a short time. Sometimes one can hold a program in the media and try to express the various ways the products add up the benefits to the general population. Sales promotion also works well, and will incorporate coupons, contests and premiums. It remains a cost effective method of reaching a large number of people in a geographically scattered entity. Direct mails or campaigns aim to send a message to the potential customers, convincing them why they should purchase the products. Social media also plays a key role in airing out the progress and the presence of a new firm. It will enable the firm to gain its flaws and areas of strength too. With such, they can improve the services and gods they will provide. Trade shows, seminars, webinars also come hand in hand with advanced technology that aims to pass simple message to a short group of people. Maintenance of good public relations leads to creation of good and authentic articles for the readers, which are more appealing than the advertisements. Such messages always reach the potential buyers, who then turn into buying the products. The management team should adopt these communication methods and they will transform the nature of the company. Task 4 Marketing component must be available for any expected increase in the sales and overall business plan. If it is lacking in the business environment, it is deemed to failure or total stagnation. Therefore, prior knowledge of such an element will aim to encourage the Pressure less tyres firm management team to utilize the aspect of sales and marketing during its operations process. One has to present the content of the company in a maximum manner in such a way that the consumers of the products get to adopt the product. On have to remain convincing and persuasive. Continuous addressing the customer needs ensures that the client feel that the firm is concerned of the whereabouts. It begins with learning what motivates the consumer. In establishing that, the firm will be required to do a cross-sectional survey. Monitoring and evaluation of the customer preferences and change in the purchasing attitude is also of utmost importance. Continuous education to the consumers on the advantages of purchasing the products will also create a meaningful influence in the market. There is a need to utilize different themes, models, methods and channels to reach the consumers. Strategizing in the market also helps: it ensures that the firm is heading somewhere. In addition, close study of the trends in the market plays a tight role in marketing. Such trends include use of technology in advertisement, for example, online system. Sometimes the consumers can take part in designing the launching of a promotion, research or conduct a distribution(Möller,77). Close assessment reveals that the marketing field has been under impact of the changes in economy. The marketing department ought to have a program with an aim of crisis management. Sometimes the customer may have a different behavior in comparison with the previous years. Proactive planning is therefore very important s it will ensure that there is a sustained and continuous sales trend. The company should also maintain a marketing and sale budget. Building a brand is a long-term event, not in a single day(Mintz and Currim). Maintenance of good relationships between the marketers and the customers forms the fundamental component of good and successful marketing. Marketer’s goal is to develop even a great relationship with the other customers. As the above figure dictate, the relationships in business ranges from transactional, purchasing or strategic partnerships. Sales person will have to adopt different systems of selling the idea of using the wheels. One has to approach the target customers in the appropriate manner. In transactional relationships, the sales act as separate entities, and the two parties have minimal interest in going on with the sale relationship. When the relationship strengthens up, the value calculations are less than before. Any transaction also lead to stronger relationship Functional relationships appears to be limited and deem to develop when a buyer develops the continuity to make purchase from the seller. The habit continues to develop as long as there is needs satisfaction among the buyers. Maintenance, operations and repairing equipment are made available, and the price is low, quality of service sis also maintained. Sticking fully to the products reduces the costs to the customer. In strategic relationships, both parties aim to developing a relationship and sharing the advantage. Such a relationship is comparable to marriages. It is long lasting. The sales persons should adopt any of the three relationships with their clients, as long as the client has a link with the firm(Lehtinen, 105). Cited works Cova , Bernard , and Véronique Cova . “Tribal Marketing: The Tribalisation of Society and Its Impact on the Conduct of Marketing.” European Journal of Marketing 2002 : 595–620. Abela, Andrew V., and Patrick E. Murphy. “Marketing with Integrity: Ethics and the Service-Dominant Logic for Marketing.” Journal of the Academy of Marketing Science 2008 : 39–53. 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