Managing Customer Value

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Managing Customer Value
Apple, L’Oreal & Ikea Case Study

This assignment is about three different case studies for Apple L’Oreal and Ikea. Each member has performed research on their respective parts. It outlines how each organization improves different types of marketing strategies to satisfy their consumers.

Group Members:
Abdul Wasay IrfanTP021459
Arash SamimiTP020830
Reza ShalbafanTP029903
Intake CodeUC2F1210E-BUS
Module Code BM028-3.5-2
Module TitleManaging Customer Value
LecturerDr. Benjamin Chan
Hand Out Date13th December 2012
Hand In Date06th February 2013
Word Count2265

2013
Managing Customer Value
Apple, L’Oreal & Ikea Case Study

This assignment is about three different case studies for Apple L’Oreal and Ikea. Each member has performed research on their respective parts. It outlines how each organization improves different types of marketing strategies to satisfy their consumers.

Group Members:
Abdul Wasay IrfanTP021459
Arash SamimiTP020830
Reza ShalbafanTP029903
Intake CodeUC2F1210E-BUS
Module Code BM028-3.5-2
Module TitleManaging Customer Value
LecturerDr. Benjamin Chan
Hand Out Date13th December 2012
Hand In Date06th February 2013
Word Count2265

2013

Contents
Executive Summary2
Question 1, Part A (Apple)2
Introduction2
Goods2
Services2
Events2
Experiences2
Persons2
Places3
Properties3
Organizations3
Information3
Idea3
Part B6
Question 2 (L’Oreal)7
Part A Introduction7
What role have target marketing7
Smart Acquisitions8
R&D9
Part B9
Indirect Exporting9
Joint Ventures10
L’Oreal BCG Matrix10
Conclusion11
Question 3 (Ikea)12
Geographical Segmentation12
Demographic Segmentation13
Psychographic Segmentation13
Behavioral Segmentation15
References16

Executive Summary
This assignment is about three different case studies for Apple L’Oreal and Ikea. Each member in the group has performed research on their respective parts. It outlines how each organization improves different types of marketing strategies to satisfy their consumers. Question 1, Part A (Apple)

Introduction
Marketing is a numerous and profitable activities and strategies for companies to making products available that satisfy customers. (Marry, 2013) If marketers want to be successful, they should focus on communication with customers and delivering the products to them as well. Marketers market 10 main types of entities: goods, services, events, experiences, persons, places, properties, organizations, and ideas. (Kotler Keller, page27) The 10 main types of entities

Goods: Good is the thing that we can use and consume. Goods are produce from manufacturing, mining, agriculture and any effort about producing the tangible product. Goods can be smelled, touched, stored, and also can be owned. So for making profit, companies should try to sell their goods between the higher ranges of consumers. Services: Services is a process or activity which is intangible and do not have physical existence. Service is not tangible. Moreover, services cannot be stored. Events: It is happened sometimes when marketers want to promote time-based events like company anniversaries, artistic performances or trade shows. It can be gathering a lot of people around each other to see what the new product is or in another word what the promotion is about, so it is a good way to show new products from companies. Experiences: Experience can be obtained from the involvement of experiment and events. It can be related in the education, family, job and everything. Persons: Most of the companies expand their market by using famous and celebrities. Artists, musicians, CEOs, physicians, high-profile lawyers and financiers, and other professionals all get help from celebrity marketers. (Irving J. Rein, 2006) Places: One of the most effective items for developing the marketing and attracting the customers are...
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