...In today's modern era, everybody does research before buying a product. Research is done whether it is a minor product like corn flakes to a major product like buying a car. Research which is mostly done on the Internet has transformed our spending habits. We use the internet to decide what to buy, when to buy, where to buy it from, and we use it to compare prices as well. Previously, consumers would see the advertisement and go to stores to find more about the product but with the advent of internet, consumers after watching the internet do more research on the product rather than going directly to the store. The moment consumers start researching about a product on their laptop or smart phone this is where the zero moment of truth begins. There are different ways of doing a research which include reading reviews, using social network and discuss about a brand, or follow a blog. Companies who are aware of this use this as a advantage and try to improve the reputation of their brand on the internet. In 2006, I decided to buy a dell desktop for personal use. I kept using it till its usage life got over. Then in 2008 I decided to buy another desktop and I got the same dell desktop again. But in 2013, when I wanted to a buy a new desktop, I just did not simply buy the same desktop again. This time I went online and compared different desktops. I saw the features of different desktops and did a cost benefit analysis. I used my facebook account to ask my friends which desktop would...
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...Market Analysis Industry Description and Outlook CanGo is an Internet company that sells books and videos online and will soon offer online gaming services. The bookselling industry is rapidly changing as consumers shift from print to digital media and this means CanGo must also change their focus. The entire industry must change to meet consumer demands. Selling physical books depends on appealing to a large audience, but getting to a large audience depends on the timing of a books release, word of mouth that the book generates from readers, and the general economy. As a retailer CanGo can’t control any of these factors, but you can offer the products consumers want, adapt to changes in the market quickly, and maintain a loyal customer base. There are a number of sources available to provide current and historical book sales trends, but let’s look primarily at 2012 through 2013, the most recent years available. The total value of the consumer and educational book sectors combined will grow from US$101.6bn in 2012 to US$104.3bn in 2017 (Orchard, n.d.). She also makes a prediction for electronic books stating that “by 2017, electronic books, or e-books, will account for 22% of all book revenues globally, at US$22.7bn, up from 9% in 2012.” This is a significant increase given the recent economic challenges we have all faced since the global recession began in late 2008. Industry sales for 2012 fell just under 1% from previous years and this was primarily due to restraints...
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...startup planning to launch a budget category tablet in the market. By 2017 there is a projected growth of over 78% in the worldwide tablet market (Columbus, 2013). USA is expected to remain the market leader in terms of consumers and Asia, especially China (43% growth by 2017), is expected to be the growth market (Croker, 2014). There is over 50% difference between urban and rural expenditure in China (“China Household Finance Survey”, 2013). With an average tablet expected to cost about $416 by 2015 ("Average Selling Price Of Tablet Pcs Worldwide From 2005 To 2015 (in U.S. Dollars)", 2014), there is a huge potential to capture the budget tablet (priced 30-50% below current market price) segment. Tabby International selected US and China as their initial markets to startup with. The company has a leadership team with background in running hardware and mobile devices production. It has also recruited a team of engineers, and researchers to develop the prototypes. Tabby will initially sell its products through its websites and set up booths in key urban locations in US and China to launch and support its products. Market Needs Due to the value technology has added to the global marketplace, consumers are driving the demand for products and services that break the traditional cliches of working and socializing behind four walls. The need for a desk, chair, and office is being replaced with a stylus pen, wi-fi connection, and a tablet in the new fast past environment. Currently...
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...a mode of payment. Keywords – E-commerce in India, Cash on Delivery, Challenges in cash on delivery, COD users, but is still below world averages. This shows the immense potential that the retail category holds in India with online retail filling the distribution and convenience gap. The e-Commerce and allied companies have also turbocharged the e-Commerce growth engine by introducing innovative business models, by introducing technological innovations and by offering convenient payment options most popular being the COD. Cash-on-delivery has been one of the key growth drivers and is touted to have accounted for 50% to 80% of online retail sales. Players have adopted new business models including stock-and-sell, consignment and group buying; however, concerns surrounding inventory management, location of warehouses and in-house logistics capabilities are posing teething issues in COD. The other major rationale behind leveraging COD is high dropout rates (25-30...
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...function to link the consumer, customer, and public to the market. A marketing research is an important part of business, and without it, companies won’t be able to keep in touch with trends, demands and preferences of their consumers. Although conducting marketing research can be time consuming and costly, it is beneficial in the long run and the cost of the research needs to be balanced against the importance of ensuring that the business venturing into new products is potentially going to be successful. The four elements of marketing mix, price, product, place and promotion form the basis of any good market research. Using these elements will guide the company’s research and focus the question that needed to be asked. In early October 2015 Microsoft announced the Surface Pro 4 that will be thinner, lighter, faster, and with facial recognition. The Surface Pro 4 is Microsoft laptop-tablet hybrid that can be used as a Windows computer and a tablet. More interestingly, Microsoft has chosen to target companies instead of the main stream consumer users. Based on my observations I think that Microsoft should consider making a tablet directed at the consumer segment of the market for those in who are not interested in productivity but use their tablet for entertainment like watching streaming video apps like NETFLIX and Hulu. I believe that Microsoft will benefit from the growth in this segment as the Surface prod 3 did good business. Surface tablet revenues grew 117 percent...
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...and developed specifically for college students who need quick and easy access to desirable textbooks and parts of textbooks without paying a large amount of money for them. In order to move forward with our product, we first needed to estimate our potential customer demand. A survey was conducted on various college and university campuses and covered over 200 students. Questions required both qualitative and quantitative responses that allowed us to answer our research objectives. * What industry are we in? * What are the current industry trends for e textbooks? Growth or decline? Products offered? Consumer targets? Advertising and promotions? * Who are the competitors and what is their target and marketing mix? * What is the consumer behavior of students with regard to buying textbooks and e-textbooks? How much are they spending? Where are they buying? What factors contribute to their decision to buy a textbook or not? * How likely are students to rent our e-textbooks? * Who should we target? * What are the advantages and disadvantages of our e-book service? * Would students find any use in being able to rent the textbook for a day? A week? Do they prefer having it for a...
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...SUCCESS AND SUSTAINABILITY OF CANINE DE-WORMER TABLETS MARKET IN SRI LANKA By Nirmana Lasith Jayatunge Roll No : 540686708 A project report submitted in partial fulfillment of the requirements for Master of Business Administration Of Sikkim Manipal University, INDIA Sikkim-Manipal University of Health, Medical and Technological Sciences Distance Education Wing Syndicate House Manipal -576119 STUDENT’S DECLARATION I here by declare that the project report entitled A comprehensive study of marketing mix for the success and sustainability of canine de-wormer tablets market in Sri Lanka Submitted in partial fulfillment of the requirements for the degree of Masters of Business Administration To Sikkim-Manipal University, India, is my original work and not submitted for the award of any other degree, diploma, fellowship, or any other similar title or prizes Place : Colombo Nirmana Lasith Jayatunge Date : July 20, 2008 Reg. No: 540686708 EXAMINER’S CERTIFICATION The project report of Nirmana Lasith Jayatunge Titled A comprehensive study of marketing mix for the success and sustainability of canine de-wormer tablets market in Sri Lanka Is approved and is acceptable in quality and form UNIVERSITY STUDY CENTER CERTIFICATION This is to certify that the project report entitled A comprehensive study of marketing mix for the success and sustainability of canine de-wormer tablets market in Sri Lanka Submitted in partial fulfillment...
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...business foundations and both are poised for future growth. Sony is famous for its unique and innovative products and services that inspire the curiosity of people all around the world. Sony is a powerful and successful brand. It will always remain successful if the company monitors the change taking place in a competitive environment. If the company will follow this policy then the competitors will have no effect on the company. Products Sony Corporation is offering basically three types of products; 1. Electronics 2. Entertainment 3. Financial services 1. Electronics The electronic business of the Sony Corporation consists of the following products; * Digital Imaging * Personal computers * Smart Phones * Tablet * Television 2. Entertainment The entertainment products of the company are; * Music * Games 3. Financial Services The financial service business of the Sony Corporation consists of; * Sony insurance co. ltd. * Sony Assurance Inc. * Sony Bank Inc. Choice of Products/Product Lines The product line that I have selected for marketing report is the electronic products. I will conduct analysis of electronic product line of the Sony Corporation. Customers’ needs and wants Customer is the king. Customer is revenue for the...
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...Bricks-and-Mortar IT Strategy Online retailers have been gleaning information about their customers’ merchandise browsing and buying habits Value Proposition Technology needed to improve brick and mortar retailers Personalized recommendations Targeted advertisements Improved cross-selling tactics Tracking customer count inside the store Physical Layout of Stores Personalized recommendations Personalized notifications can be sent to the customer's cellphone device Targeted ads Value Proposition i.e. coupons for shoes if customer has spent extended time in the shoe department Improved cross-selling tactics Up selling, different products that customers are unaware of, a item that compliments another item Tracking customer count inside the store Ensures adequate staffing levels Physical Layout of Stores Helps a retailer develop product placement strategies. Recognize returning shoppers Consumers on average are enrolled in 7.4 loyalty programs 53 percent of these members stop participating in at least one loyalty program a year Irrelevant reward offerings (68 percent) and slow reward accumulation (50 percent) as top barriers Value Proposition Effectively improve the customers in-store experience using technology to benefit and value the customer If customers think that they are benefiting then they will be more willing to provide information. Personalized (targeted) marketing has potential...
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...experience and qualifications if any. This affects the unemployment rate in Australia as McDonald’s aim to give people opportunities to further their careers (Gould, 2010). For McDonald’s, Australia having a high unemployment rate would mean that more people would be applying and they would have a larger pool of people to choose from when hiring. This would in turn cause the quality of employees to rise within the company which can only improve McDonald’s as a whole (Gould, 2010). Changes in policies and regulations also play a major part in the internal processes of McDonalds. For example, there are food standards of level of quality and cleanliness that McDonalds needs to meet. This ensures product quality and safety while ensuring consumers that what they are buying is safe. This would be a great point of advertising for McDonalds. Economic factors...
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...Group 5 Table of Contents 1. Consumer Analysis 1.1 Consumer Insights 1.2 Inferences 2. Company Analysis 3. Competitor Analysis 4. Channel 5. Context References Marketing Management Report Deliverable 2 3 3 7 9 11 12 13 15 Category : Smartphones Market: India Submitted By Ganesh R Preethi Venkataraman Sarat Bose Rajendra Mohan Talele Mahavir Prasad Kumawat S. Madhuvanthi Table of Contents Content 1. Consumer Analysis 1.1 Consumer Insights 1.2 Inferences 2. Company Analysis 3. Competitor Analysis 4. Channel 5. Context 6. References 7. Annexure Page No. 3 3 7 9 11 13 14 15 16 I. Consumer Analysis A sample of 8 consumers was taken for an exploratory research, the objective of which was to identify needs, desired attributes, relative importance of attributes and how different competitors are rated on the attributes. The consumers were chosen in the following manner: • 4 existing smart phone users (1 Nokia, 1 Samsung, 2 Micromax) • 1 intending buyer of smart phone • 3 switchers – 2 from Nokia to Samsung; 1 from HTC to Nokia 1.1 Consumer Insights Consumers, belonging to the age group of 21 – 25 years, who were students from an urban background, were chosen. The following details the research done amongst this sample population. Consumer 1 (Existing Samsung User) Age 21 years Student Occupation Urban User Category Samsung Galaxy S Current Model of Phone Nokia Xpress (Feature Phone) Switched from? Touch Screen, Android, Applications, Need Processor Touch Screen, Android...
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...percent of the search market, and the rest basically belongs to Google. Then we bring in Apple who dominates as the leader in mobile software applications. Apple has several advantages in the battle for mobile supremacy. The IMac, iPod, iPad and the iPhone have all contributed to Apples huge success which was totaled well over sixty five billion dollars in 2010. Apple already offers approximately 500,000 applications for their devices and apple takes a thirty percent cut of all app sales. Google is acting quickly to enter the battle for mobile supremacy while they still can. Apple is reliant on sales of its devices to remain profitable. So far this has yet to be a problem, but now Apple has to contend with Google spreading its advertising networks onto these devices to make a profit. Not to mention Google also provides Android at no cost to smart phone manufactures, as well as making its biggest purchase in August 2011, buying Motorola Mobility Holdings for 12.5 billion dollars. Giving Google 17,000...
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...Focus is what develops a Brand We Seem to Be Confusing Product Brands and Company Brands It's obvious that Procter & Gamble is a company brand, but what's an Apple? Like P&G, Apple is a company brand. But unlike P&G, the Apple company brand is a powerful motivating force for buying Apple product brands including the iPod, the iPhone and the iPad. Every company should have a powerful company brand, but they don't. Except for a handful of companies like Johnson & Johnson, most company brands influence very few consumers. How many consumers go out of their way to buy Procter & Gamble products? Or Unilever products? Or PepsiCo products? Or General Motors products? Not very many. How do you build a company brand? Many marketing pundits have a lot to say about this subject. Some typical approaches include: * Communicating culture, concern for the environment and sustainability programs. * Purpose-driven marketing, based on social responsibility and standing for something that inspires consumers. * Through innovation, by launching new products and services that are on the cutting edge of design and performance. All of these things are worth doing, but they don't do much to build a company brand. The problem is the noise level. It's not just the Fortune 500 that are causing the problem. That's just the tip of the corporate iceberg. It's the Fortunate 17,509. There's nowhere near enough room in the average consumer's mind to file away facts...
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...objective and the purpose of their business offerings (Weber 2006). This is not to be confused with sales tactics which are defined as the actions that a company takes to put its sales strategies into action. For example, differentiation is a sales strategy and putting differentiation features on a company’s offerings is a business tactic (James 2011). On the other hand, corporate objectives refer to the goals of the company as whole for example sales revenue figures, market share, and target markets, among others. To develop sales strategies in line with corporate objectives, a company can carry out the following procedure: First, the company must identify the corporate objectives which in this case involve increasing the size of the consumer market. Once this is done, the company must carry out a marketing audit to find out if the situation in the market will accommodate its sales strategies in liaison with the corporate objectives. The market analysis involves an external audit of the macro environment (Lancaster & Massingham 2010) to gauge whether its factors such as the political, economic, social-cultural, technological, legal, ecological environments are favorable or how the company can adapt to them if not. The marketing audit also involves a market analysis on the market in which the company intends to launch or reintroduce its products or services. This analysis involves such factors as the rates of the market’s growth, an analysis of the competitors, customers’ needs...
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...9. Using the product/market expansion grid (Ansoff Matrix), how would you go about expanding the sales of Red Bull? Criteria: Market Penetration , Market Development, Product Development, Diversification. (10) Market Penetration: An increase in sales can be made through new promotions or a wider range of adverts and advertising platforms, that will increase the consumption of Red Bull. With minor changes to their product, for example the taste, different flavours, Red bull will also meeting their consumers need for variety. Although I believe that Red Bull already has a very firm market share, as Red Bull was the highest selling energy drink in the world, with 5.387 billion cans sold in 2013, there is still a lot of competition in the energy drink market, like Monster , Red Bull will also need to look into a rewards program to make sure they keep their loyal customers and to attract new customers to the brand. Expansion to other markets, such as Asia and Japan, which has a high percentage of youth, will also help increase Red Bull sales. Market Development: Red Bull can vary their current product and introduce it into a new market by making their product low cost. Different geographical markets can be targeted locally and abroad, to reposition Red Bull as the drink of choice. A variety of sales channels can be used to target different groups of people, for example instead of selling the product in retail shops , the product can be bought online and shipped/couriered to...
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