Determine Market Segmentation Targeting And Positioning Decisions Marketing Essay

In this assignment we come to know about the food centa which is repudiated company in Australia and known for its quality products and now planning to introduce their company in New Zealand. In this assignment we need to define that how they can establish their company in New Zealand and how to compete with other saturated companies, which are already in the market. So they need to prepare themselves for the competition which they face in their future. And also show all the terms and conditions by which they can fulfil the customers desires, and sell the quality to the customer.

Company – Briscoes

In this assignment we come to know about the Briscoes which is known for its various quality products. This company is established in 1781, in the UK. It has become the ionic in New Zealand brands. And spread 41 stores in all over New Zealand.

Task 1.1a

From the accompanying case study of Supra centre, students are required to assess market segmentation used by Food centa determine precise targeting of market in terms of needs, wants and behaviours of market.

Answer:

Ones Stop Shop

Firstly customers needs that one stop shop means that a place where different products are meet together and they do not need to go different place for different products. Some customers who are very busy in their daily routine, so they have not enough time to search the product so these kind of stop shops provides easy options for that.

Variety

This kind of food centre provides the different varieties of the products by which customers choose the right one, for example there are different kinds of breads available in a food centre some are cheap and someone costly. So when customer see the variety they purchase the product according to their standard, And get the better one.

Convenience

All the companies stores must be easily accessible by which customers do not feel any difficulties to find the stock. And comes any time to store, when they want. Company also need to focus on their stoke by which customer feels no difficulties, and takes all products which they wish to want.

Attractive Looks

Company need to look upon their overall looks, cleanness and hygienic values. And need to set the attractive schemes by which customer force to buy that product. And need to well design their company, which attracts the customers mind

Online Shopping Facilities

By online shopping customer buy different product in short time period and save their time. Even customer pay some extra charges but they get the product at home by home delivery facilities.

(case study knowledge , 2012)

Task1.1b

Assess the following implications of market segmentation used by Food centa to determine precise targeting of markets in terms of needs, wants and behaviours of market.

Answer:

Resource implications

The resource implications are depending on different parts like workers, location and storage space. Company need to have the proper storage, where they can set their all products and costumer easily fined the products. Other think is that company have to good skilled workers, which understand the company’s requirements and support in the company’s progress

Understanding customer needs

Company need to understands that what the customer wants means fulfil the customer’s requirements and set their price range according to the customer’s requirements by which customer force to come again and again. Because a satisfied customer is come back with their friends. And company need to gave proper variety to the customer, so they do not feel any kind of difficulties

Meeting customer needs

Company needs to give more discounts, offers to the customer by which they hold their reputation. And if they gave some more offers to customers like oil discount then customers eager to come into the company and buy all the product from same company. And by this kind of Policy Company fulfil all the customers need.

Identification of competitor activities

Food centa supermarket needs to identifies the activities of different companies like countdown,pak n save ,food town, new world, means they set their policies as compare to the other companies. For example if Competitor Company gave some extra discount on drinks then food centa also set their drinks price according to Competitor Company. But still pak n save and countdown look towards the middle and lower societies and food centa chain wants to chase the high to medium income segment customers.

Evaluation of market performance

To set a repudiated position in food supermarket company need to focus on various feature like profit of any organization means how many they spend on their product as well their workers. Same as in food Centa Company need to set a target, as they wants to achieve 20% growth in next ten years, and also they introduce the 32,000 products approximately in 35,000-40,000 sq ft area.

Segment viability

Following types of customers are focused by the super centa like middle and higher level customers. Company set the different product range for the different peoples and launch their product according to every standard of the people. By which every person buy the product according to their level. And gave more varieties, convenient product to their customers

Segment attractiveness

Company segment is attractive by two methods, firstly when the company earn the profit according to their expectation means when they get the optimum profit. Secondly from customers points of view when the customer get the hygienic environment, good quality of product then the segmentation is attractive .

(case study knowledge , 2012)

Task2.1

From the accompanying case study of Food centa, student are required to identify and profile segmentation bases for market by Food centa for each segmentation variable used to evaluate segment potential.

Answer:

Geographic usage

Product usages of food centa according to geographic usages

Product usage is all over in New Zealand. Because food centa is newly launched in the New Zealand

Product potential of food centa according to geographic usages

Product potential is widely spread and high in New Zealand. Because food centa launched first time in New Zealand

Segment size of food centa according to geographic usages

Segment size of food canta is very large, due to their stores spread all over in New Zealand

Segment growth potential of food centa according to geographic usages

Due to their large geographical area and spread all over the New Zealand the segment growth will be high

Segment attractiveness of food centa according to geographic usages

As the food centa is newly launched in New Zealand, so it attract the customers and segment attractiveness will be high

Organizational objectives of food centa according to geographic usages

Super centa do not need to follow the policies of other competitors because they want to set position in market so they target into high and middle standard peoples.

Organisational resources of food centa according to geographic usages

There are large amount resources in food centa because it is newly launched company in market

Competition of food centa according to geographic usages

When a company is launched first time in any segment then competition will automatically high, so in food centa the competition also high

Demographic usage

Product usages of food centa according to demographic usages

Product usages are mainly depending on high and middle level peoples. Because these level peoples invest more money as compare to others by which company make product according to customer’s desires

Product potential of food centa according to demographic usages

Product potential of food centa markets is according to medium and high level people

Segment size and segment growth potential of food centa according to demographic usages

In food centa the segment growth will be limited because they focus only on high and medium level also the segment size is also depend on that kind of peoples group

Segment attractiveness of food centa according to demographic usages

Segment attractiveness is limited in food centa because only limited numbers of people can afford it

Organisational objectives and resources of food centa according to demographic usages

Food centa provide a new variety for the customers and high establishment is required because it is newly launched company in this segment

Competition of food centa according to demographic usages

As food centa is newly launched company in the market so the competition will be high

Psychographic usage

Product usages and potential of food centa according to psychographic usages

In the product usages of food centa the customers need the convince and variety of the products and they want to purchase the product from that store where all things available under a roof

Segment size of food centa according to psychographic usages

Segment size is limited because company bounded all products only for middle and high level peoples

Segment growth potential and attractiveness of food centa according to psychographic usages

Segment growth potential is limited, and for Attractiveness Company need to gave online facilities to the customer by which the customer save their time

Organisation objective and resources of food centa according to psychographic usages

Food centa provides variety according to their customers by which they can sell product according to their requirement so the resources are high and customers are fully satisfied

Competition of food centa according to psychographic usages

As food centa is newly introduced in New Zealand so completion will be high and customer attract towards the products

Behaviouristic usage

Produce usages and potential of food centa according to behaviouristic usage

Food centa need to provide all the facility to the customer by which the customers are satisfied and set the product by which they can easily attracts the customers and if they provide ones stop shop facilities than customers forced to buy the products

Segment size and growth potential of food centa according to behaviouristic usage

The segment size will be limited because company only focused on high and middle level peoples by which the growth will also limited

Segment attractiveness of food centa according to behaviouristic usage

To attracts the customer company need to gave the online facilities to the customer by which force to buy product from that company and also tell to their friends to buy products from same company which is good for company

Organisational objectives and resources of food centa according to behaviouristic usage

Food centa need to provide 24*7 facilities for the customer who are busy and they can buy product when they have adequate time and these kind of policies helps the company to establish the new records

Completion of food centa according to behaviouristic usage

As the company lunched new products in the market so they face very high competition in the market because there are already many other companies likes count down and pack n save in the market

(case study knowledge , 2012)

Task3.1a

Refer to the accompanying case study, identify and justify at least two target market segment of food centa in terns if food centa’s marketing objectives

Answer:

High and middle level peoples

Food centa provides the good facilities to the customers by which the good product is accepted by the customer although the customer pays high prise for the product but they get the best quality product. And by this kind of Policy Company earn the profit according to their expectation. And customer forced to come again and again in the company

Convenience

Company need to provide the product to the customer which is easily available by which customer is fully satisfied. And this kind of policy is also beneficial for the company because they can earn maxim profit, so by this kind of Policy Company able to fulfil the customer’s desire because a satisfied customer is come back with their friends. Company need to provide some other facilities like online facilities, 24*7 shopping by which the customers saves their time.

Variety

Company should provide a variety to the customers by which the customer eager to buy the product and come again and again to that company. And also shows the best features of the product and provides the variety seeking products.

(case study knowledge , 2012)

Task3.1b

Refer to the accompanying case study, identify and justify one strategy adopted by food centa to target each market segment identified in 3.1a, which are consistent with marketing objectives of food centa

Answer:

High and middle level peoples: Differentiate strategy

Food centa provides the good facilities to the customers by whom the good product is accepted by the customer although the customer pays high prise for the product but they get the best quality product. And by this kind of Policy Company earn the profit according to their expectation. And customer forced to come again and again in the company

Convenience: Differentiate strategy

Company need to provide the product to the customer which is easily available by which customer is fully satisfied. And this kind of policy is also beneficial for the company because they can earn maxim profit, so by this kind of Policy Company able to fulfil the customer’s desire because a satisfied customer is come back with their friends. Company need to provide some other facilities like online facilities, 24*7 shopping by which the customers saves their time.

Variety: Differentiate strategy

Company should provide a variety to the customers by which the customer eager to buy the product and come again and again to that company. And also shows the best features of the product and provides the variety seeking products.

(case study knowledge , 2012)

Task3.2a

Refer to the accompanying case study; establish the positioning variable as listed in table 2, for each market segment identified in 3.1a, in terms of objectives of food centa.

Answer

Target market 1

Target marketing 1 of the product attributes

Food centa need to provide good service to the customer by which customers are fully satisfied and do not need to go to any other market and also need to advised their product, which attracted the customers.

Target marketing 1 of the usage of product

Products are used more Offaly by the customer, which shows the usages of the product

Target marketing 1 of the users of the product

In food centa mainly users are high and middle level, which buy the product according to their income level

Target marketing 1 of the product class

The product class in food canta is high, because in their organization only middle and high standard people buy the product

Target marketing 1 of the consumer needs

food centa need to show the presentation according to the customer’s needs means that what the customer wants by which customer come again and again

Target marketing 1 of the benefits of products

By purchase the good product customer gets the good experience as well as best product in market

Target marketing 1 of the competition

As already there are many companies like countdown, new world and pak n save so there are very high competition

Target marketing 1 of the lifestyle factor of consumer

As the taste of the customer is change with time so the lifestyle will also change with time.

Target market 2

Target marketing 2 of the product attributes

Food centa need to provide the proper variety to the customers by which customer does not face any difficulty and all products are easily assessable, which fulfil the customer’s requirements.

Target marketing 2 of the usage of the product

Products are more used by the customer so food centa need to present proper variety towards the variety seeking customers and set the convenience methods towards the customer.

Target marketing 2 of the users of the product

The users of the product is variety and convenience seeking, who wants the proper variety and easily associability of the product so company need to set their plans according to them.

Target marketing 2 of the product class

Product class of the food centa is high because its belong to the variety and the convenience seeking customers.

Target marketing 2 of the customer needs

Food centa need to work according to the customer’s need and gave the proper quality product to the customer and provide the good service to the customer.

Target marketing 2 of the benefits of product

If the customer buys the product from the food centa then they get the quality product and get the good service from the company which is the beneficial things for the customers.

Target marketing 2 of the competition

As the food centa is newly introduced company in the market and there are already many other saturated companies in the market. So they face with high competition.

Target marketing 2 of the lifestyle factor of consumers

As the taste of the customer is change with time so the lifestyle will also change with time.

(case study knowledge , 2012)

Task3.2b

Determine two positioning strategies of food centa in terms of its marketing objectives.

Answer:

First positioning strategy

The first strategy of food centa towards the marketing is targeting only the middle and high standard peoples. And food centa do not want to involve the low standard peoples in their policy, by which only high standard peoples are attracted towards the company which is the beneficial thing for the company and they can earn profit according to their expectation. On the other hand customers get the product which is full of all things like quality, verity and convenience and which fulfil their all needs. And customer do not need to go anywhere for any kind of product. And company add the some other kind of facilities which attracted the customers like provide the online shopping facilities for the persons who are much busy in their work and not come to the stores.

Second positioning strategy

The other strategy of the company for the convenience and variety seeking customers. The company provides the proper product to the customers who want the quality and new things in the products. Also provide the good services to the customers. To fulfil the all desires of the customer company need to do big advertisement and create fancy store to attract the customers. And the products are more used by the customers so company earn lots of profit also and try to add others useful things in the company for the customers.

(case study knowledge , 2012)

Task4.1

Refer to the case study provided. Assess the at least two implications of marketing positioning strategies adopted by Briscoes for marketing mix decisions in decisions in terms of marketing objectives of briscoes

Answer:

Product

Briscoes is repudiated company in New Zealand, which is known for its quality products and mainly sell the household and kitchen products.

Price:

Briscoes provide the cheap thing as compare to others company. And promise to their customers that they will never buy best product out of this store, that’s why they will provide the 10% discount to their customers.

Place:

Briscoes spread all over the New Zealand. And 41 store trading throughout the New Zealand

Promotion:

Briscoes use the various strategies to promote the products. And provide the excellent facilities to create a good image in the customers mind. And also do some other different strategies like cure kids charity.

(case study knowledge , 2012)

Task4.2

Refer to the case study provided. Recommend the at least two monitoring mechanisms for market positioning strategic marketing plans of briscoes.

Answer:

Low cost:

Briscoes provide the cheap thing as compare to others company. And promise to their customers that they will never buy best product out of this store, that’s why they will provide the 10% discount to their customers.

Brand Awareness:

Company provides good shopping environment for the customer. By which people spend lot of time on the product and buy the best one which is the beneficial thing for the company.

Quality:

Company provide the quality product, which is the beneficial for the customer. By which they create the good images in the customer mind.

Services:

Briscoes gave the best services to the customers. And company have a smart approach to provide the discipline to the customers.

(case study knowledge , 2012)

Conclusion

In the nut shell, both of the company do work hard to sell their products. And to achieves the targets. As there are many other companies like pak n save, countdown and new world, so company face with high competition and need to perform well. As well as the other company briscoes is perform well to provide good product to the customer. 41 stores of the company is spread all over the New Zealand to satisfy the customers. And providing the good environment to the customers.

Related Post