Case_solving_on_Marketing_Microwave_Oven.pdf

Case_solving_on_Marketing_Microwave_Oven.pdf - Case solving...

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Case solving on Marketing Microwave Ovens to Indian Market By Team Red Course Name: International Business Section: 14 Submitted to: Mr. Mahmud Habib Zaman Lecturer Department of Marketing & International Business Submitted by: Date of submission: 11 July 2017 Serial Number Name ID Marks 08 Md. Farabi Foysol 1321569030 09 Aurthima Naznoor 1410607030 10 Md. Azhar Mahmud 1410993030 11 Ahmed Muhib Istiaq 1411083630 12 Md. Fahmidul Hasan Fahim 1411186030 13 Tonmoy Kumar Bandey 1420030030 14 Shuvonkor Karmokar 1420032030
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Table of Contents Case Overview: ............................................................................................................................................. 1 Company Overview: ..................................................................................................................................... 1 Market Segmentation ................................................................................................................................... 2 Geographic Segmentation : ........................................................................................................................ 2 Demographic Segmentation: ..................................................................................................................... 2 Cohort Segmentation: ............................................................................................................................... 3 Target Market ............................................................................................................................................... 3 Short Term Target Market: ....................................................................................................................... 3 Long Term Target market: ........................................................................................................................ 4 Market Share of Other Competitors: ......................................................................................................... 5 Promotional strategy ..................................................................................................................................... 5 Pricing Strategy: ............................................................................................................................................ 7 Distribution Channel: .................................................................................................................................... 7 Competitive Advantage: ............................................................................................................................... 9 Short Term plan and long term plan ........................................................................................................... 10 Short Term plan ...................................................................................................................................... 10 Long Term plan: ...................................................................................................................................... 12 Financial ratio analysis: .............................................................................................................................. 13 Conclusion: ................................................................................................................................................. 15 References .................................................................................................................................................. 15
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Page | 1 Case Overview: This case says that we are the vice president of international marketing of White appliances which markets appliances globally. Their microwave ovens are exported to USA and Europe and have few high end models of microwave in India but their presence is limited at the moment. There are many challenges that white appliances faces. First is that their competitors have captured majority of the market and second is that Indians thinks that microwave can only cook European food and that it can only be used for reheating food. Some of the advantages that White appliance has is that there are people who are aware of the benefits of using a microwave, people consider them as a necessity and wills to buy them and there are celebrity chefs who promote and teach cooking Indian traditional food in oven rather than just reheating them. Now our task was to build a strategy to market White appliance’s microwave oven in India and make short and long term programs for them. Company Overview: White's Appliance is proud to be locally owned and operated at Easley, South Carolina in USA. Our owners Gene and Florence White have over 45 years’ experience in the major appliance industry. Offer Home Appliances, Kitchen Appliance, Laundry, and Outdoor Products. Established In: 1971 in Easley, South Carolina, USA. Retail Store: 1986 as a multi-brand dealer. White's Appliance is also offering featured brands products are AGA, Amana, Bertazzoni, Bosch, Electrolux, Frigidaire, GE, GE Café, GE Profile, Hotpoint, Jenn-Air, LYNX, Maytag, Primo Grills, Speed Queen, Thermador, and Whirlpool.
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Page | 2 Market Segmentation Generally White Appliance used to sell their products in India to the people who belongs to the elite class of the society, people who had a higher income compared to the other people in the society. Now White appliance will target new market segments .They’ll follow niche marketing strategy in terms of segmenting the marketing. The types of Market Segments white Appliances will target are described below.
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  • Summer '15
  • student
  • Marketing, Financial Ratio, White Appliances

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