The main objective of our marketing research plan is to understand the chinese habits regarding their various food preferences and to discover how the chinese will react to a unique casual dining restaurant chain, offering chicken with a special sauce. Another goal is to find out whether there is an opportunity to enter the Chinese market, and how to approach the market. While doing the market research, our goal was to find out how the products offered by the Nandos food chain will appeal to the Chinese consumer, and if any changes will have to be made if otherwise. In order to conduct our research precisely, representing the chinese consumer behavior the best way possible, we decided to use two different tools:
The following Figure 1 shows: Perceptual Map To understand more, I would like to use the following marketing tools: Macro environment and Microenvironment Analysis. For Macro environment, it refers to forces that affect the micro environment such as demographic, economic, cultural, natural, political and technological.
PEST factors Political factors: Refers to political factors such as tax policy, labour law, environment law, trade restrictions, tariffs and other laws that may affect the business. Refers to the growth, interest rates, exchange rates and inflation rates.
These factors have major impacts on how the business operates and how the company make their decisions. Refers to factors that include cultural aspects, health consciousness, population growth rate, age distribution, career attitudes and emphasis on safety. There are two types of technological change such as: Developments in the IT or Developments in technology specific to an industry or market It developments can help to instigate extensive business impacts; this is likely to occur across industries or business domains or on a range of organisations.
Failure to recognise or notice the potential of using technology as leverage may cause competitors to gain an advantage stand against you. These factors usually point to the operations of the company. Threat of New Entrants: Refers to new competition entering into the market which the followings can contributed: Refers to the existence of products or services which lies outside the realm of the market, increasing the propensity of customers to switch to alternatives.
Potential factors such as: Buyer propensity to substitute; Buyer switching costs; Perceived level of product differentiation; Ease of substitution; Substandard product or service; Quality depreciation of the product or service Bargaining Power of Customers: Refers to the market of outputs which also related to the ability of the customers to put the company under pressure.
This leads by the following factors: Buyer switching costs; Buyer price sensitivity; Availability of existing substitute products Bargaining Power of Suppliers: Refers to the market of inputs. Suppliers are such as raw materials, components, labour or services. The following are the factors affecting: Presence of substitute inputs; Degree of differentiation of inputs Intensity of Competitive Rivalry: Refers to the major determinant of the competitiveness of the industry.
This is caused by: Sustainable competitive advantage through innovation; Level of advertising expense; Firm concentration ratio 2. Characteristics of the business or project that give it an advantage over others. Characteristics that place the business or project at a disadvantage relative to others.
Elements that the business or project may or could exploit its advantage. Elements in the environment that could cause trouble or harm for the business or project. Limitations Faced During Information Gathering As I am going through my gathered information, I faced limitations when I am trying to relate information from Jetstar Airways; into the marketing tools that I mentioned.Home» Solution Library» buy assignment solution marketing atms » Number of Views - buy assignment solution marketing atms Marketing assignment help x 10 Marketing homework help x 10 help with marketing homework x 9 Marketing management assignment help x 6 Marketing assignment help UAE x 2.
5 Airline Marketing Trends You Shouldn’t Miss. (US$) target.
Some of the initiatives include dynamic pricing of baggage allowance and Tune Protect insurance, offering an extra-seat option to our customers and enhancing our inflight meal options.” Yes, business models and brand positioning and strategies are different, but.
Market Segmentation; Market Targeting; Differentiation and Positioning. Differentiation; Customer Value-based Pricing – Pricing based on Customer Value.
it sets a target price, based entirely on customer perceptions of value. The targeted value and price will then drive decisions about what costs the firm can incur, as well as about. Marketing Plan of Virgin Australia - Yasir Farabi - Term Paper (Advanced seminar) - Business economics - Company formation, Business Plans - Publish your bachelor's or master's thesis, dissertation, term paper or essay Positioning People.
Controls. 8. Implementation. 9. The primary target market of Virgin Australia is the. Datavast Inc.: the Target Segment Decision Essay.
Words Feb 12th List15 Executive Summary The purpose of the report is to critically review the appropriateness of the services in Jetstar (JS) for the target segment which is identified as leisure travelers. The identification processes involved identification of market segmentation.
Positioning for the Future • Leveraging two brand strategy – Follows successful market segmentation of other routes – Jetstar will reduce SYD – AVV flights from 7 daily to 4 daily. Qantas Target $m Benefit Realisation – Target $m Benefit Reali Benefit Realisation – Target - $1bnsation – Target.