Who would like to consume luxury products and also

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who would like to consume luxury products, and also people who are favored and impulsive to buy distinctive Australian-style products while travelling. In terms of income, the segment includes people with middle and high level of disposable income, because they shall have greater power to shop during their trips. Based on the segmentation, the target market for this strategy can be international visitors with higher purchasing powers and buying incentives toward luxury products with Australian-style. And the positioning strategy for this alternative is to reinforce Oroton as the national luxury brand for its distinctive Australian-style products. This positioning strategy will outstand the exceptionality and superiority of Oroton as an Australian luxury brand. Alternative 2—A differentiation strategy that aims to increase product awareness by introducing a signature style The second alternative focuses on introducing a distinctive signature style to differentiate Oroton with competitors. The differentiation strategy can help Oroton increase product significance and build stronger product awareness in short-term. In terms of the generic strategy, this alternative utilises the differentiation strategy. Differentiation, differing from standardisation, requires the development of products or services, which provides valuable and unique attributes with its target customers. Oroton, with the 78-year development, is identified by multiple characteristic designs, including metal mesh, customised hardware, the symbol ‘O’ and jacquard signature print. However, none of these designs are distinctive enough to successfully become the signature style for Oroton. In order to increase its product awareness and
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uniqueness, Oroton should seek the possibility of integrating its characteristic designs into one exclusive signature style which will be appealing to its customers. This strategy also applies the encirclement attack as a competitive strategy. The encirclement attack is an offensive strategy adopted by the challenging firm with the aim to attack its competitor on all the major fronts. As for Oroton, the strategy is selected to compete with Michael Kors. After successfully launching the signature style, Oroton can introduce different types of products in this style simultaneously, in order to capture the market and compete with Michael Kors within all product categories. As for the product-market matrix, this strategy aims at new product development because it introduces new products while remain targeting at existing customers. The signature style will integrate Oroton’s distinctive designs with the purpose of increasing product awareness. As a result, the launch of new products with signature style may reanimate the brand and capture more customers in the current market.
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