week 2-Segmentation and Targeting-complete.pdf - Segmentation and Targeting Instructor Dr Zahra Sharifonnasabi([email protected] Re-cap How to

week 2-Segmentation and Targeting-complete.pdf -...

This preview shows page 1 - 11 out of 97 pages.

Segmentation and Targeting Instructor: Dr. Zahra Sharifonnasabi ( [email protected] )
Image of page 1

Subscribe to view the full document.

Re-cap: How to Create Customers?-- Planning 1.Situation analysis: Customers Competitors Collaborators Company Context PESTEL and SWOT analysis 5Cs 2.Marketing Strategy: Segmentation & Targeting 3.Positioning: Through marketing mix strategies Today and next week 2
Image of page 2
Re-cap: The Situation Analysis Frameworks 1-The 5 C’s analysis: Customer needs ---> What needs do we seek to satisfy? Company skills ---> What competences do we possess to meet those needs? Competition ---> Who competes with us in meeting those needs? Collaborators ---> Who should we enlist to help us? Context ---> What environmental factors shape what is possible? 3
Image of page 3

Subscribe to view the full document.

3- SWOT Analysis Strengths • Internal focus Opportunities • External focus Weaknesses • Internal focus Threats • External focus Extract implications from the situation analysis to guide decisions 4
Image of page 4
2- PESTEL: The External Marketing Environment 5
Image of page 5

Subscribe to view the full document.

Group Exercise Conduct the PESTEL analysis for the following market Car market in the UK Pick one brand in this market and discuss 5Cs and SWOT for the brand
Image of page 6
Political/Legal; BREXIT Import tax Regulations regarding quality and safety, emission, parking, insurance, tax etc. Government support for hybrid and electronic cars, low-emission cars Technological New technologies (opportunity for some producers and threat for others) Self-driving cars Natural Availability of raw material, energy sources Availability of gas and other fuels Natural disasters impacting the import of products and parts Socio-cultural Trends towards access-based consumption (renting as opposed to buying cars) Trends towards environmental friendly cars Good public transportation Aging population Increasing population (immigration) Highly educated society Economic Employment rate Minimum wage Relatively high purchasing power in the UK Gas price
Image of page 7

Subscribe to view the full document.

Session Goal Understand the importance of segmentation for marketing planning and know how to go about it Be able to identify relevant segmentation variables and know how to gather data about them Be able to profile the different segments and evaluate their attractiveness Make meaningful targeting decisions (unlike Dilbert here...) 8
Image of page 8
What would be our strategy if we don’t segment the market? 9
Image of page 9

Subscribe to view the full document.

Mass-Marketing – Undifferentiated Strategy Advantages Lower cost One marketing strategy is developed Usually only one standardized product is developed One advertising campaign is needed Disadvantages Only works if all consumers have the same needs, wants, desires Only works if all consumers share the same background, education and experience A marketing strategy that presumes there is one undifferentiated market and that one product will appeal to all consumers in that market.
Image of page 10
Image of page 11
  • Spring '09
  • NANCYPANOSSCHMITT

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern

Ask Expert Tutors You can ask bonus questions You can ask questions ( expire soon) You can ask questions (will expire )
Answers in as fast as 15 minutes