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SITUATIONAL ANALYSIS
MARKETING STRATEGY
A. GEOGRAPHIC SEGMENTATION
- Variables include:
Region : country,state
Size of area : according to size population
Population density : urban, surburban, rural
Climate : according to weather patterns
B. DEMOGRAPHIC SEGMENTATION
- Variables include :
Age
Gender
Occupation
Family size
Income
Religion
Social Class
BASES FOR SEGEMENTATION IN CONSUMER MARKETS
1.) Single-segment
- Known as a concentrated strategy
- For smaller companies with limited resources.
- One Market segment is served with marketing mix.
2.) Selective specialization
- Known as differentiated strategy
- Different marketing mixes are offered to different strategies.
3.) Product specialization
- Specializes in a particular product.
4.) Market specialization
- Firm specialize in a particular market segment and offers an array of
different product
5.) Full Market coverage
- Serve the entire market and achieved via mass market.
- Single undifferentiated marketing mix is offered to the entire market.
MARKETING MIX DECISIONS
Marketing Mix
decisions falls into 4 controllable categories
1. Product- Brand name, quality, styling, safety packaging
2. Price – Pricing strategy, flexibility, discrimination
3. Place- distribution channel, centres, members
4. Promotion – Promotional campaign development, advertising, sales promotion.