Report for Geely International Corporation
MK4024
Contemporary Marketing
Assignment:
Report for Geely International Corporation
ID: G20583375
Contents:
Section1. Market segmentation, targeting and positioning for the EC7…………………....3
Section 2. The Marketing Mix for the EC7…………………………………………………7
Section 3. The Capabilities of Market-Driven Organizations………………………………11
Appendix A………………………………………………………………………………...13
Appendix B…………………………………………………………………………………13
Bibliography………………………………………………………………………………...14
Section1. Market segmentation, targeting and positioning for the EC7. Nowadays there are millions of companies all over the world. Every day they try to bring something new in the market so they can expand and develop. When the existing company is trying to enter new country’s market it is very important to make a research in advance, due to the fact that some countries have cultural inappropriateness. As a marketing director of Geely Auto UK, I have the responsibility to find out where exactly our company wants to be. In order to identify the right position I am going to use few marketing strategies, which play a vital role for any marketer: segmentation, targeting and positioning. First of all it is necessary to identify the segments of the market we are going to unveil to so we can purely understand the needs and wants of potential buyers in order to increase sales and profits. (Kerin et al., 2011) We can divide UK population into 3 segmentation groups: 1. Demographic: * Income (nowadays many people are looking for cars with low price) * Ethnicity (since UK population drives on the left side of the road, most of the people will prefer to buy a car with right side steering wheel, but since Geely Emgrand EC7 is from China, it has a left side steering wheel which might not be appropriate for some potential buyers) * Family size (many families are looking for four-doors cars with comfortable saloon which can provide cozy
Contemporary Marketing
Assignment:
Report for Geely International Corporation
ID: G20583375
Contents:
Section1. Market segmentation, targeting and positioning for the EC7…………………....3
Section 2. The Marketing Mix for the EC7…………………………………………………7
Section 3. The Capabilities of Market-Driven Organizations………………………………11
Appendix A………………………………………………………………………………...13
Appendix B…………………………………………………………………………………13
Bibliography………………………………………………………………………………...14
Section1. Market segmentation, targeting and positioning for the EC7. Nowadays there are millions of companies all over the world. Every day they try to bring something new in the market so they can expand and develop. When the existing company is trying to enter new country’s market it is very important to make a research in advance, due to the fact that some countries have cultural inappropriateness. As a marketing director of Geely Auto UK, I have the responsibility to find out where exactly our company wants to be. In order to identify the right position I am going to use few marketing strategies, which play a vital role for any marketer: segmentation, targeting and positioning. First of all it is necessary to identify the segments of the market we are going to unveil to so we can purely understand the needs and wants of potential buyers in order to increase sales and profits. (Kerin et al., 2011) We can divide UK population into 3 segmentation groups: 1. Demographic: * Income (nowadays many people are looking for cars with low price) * Ethnicity (since UK population drives on the left side of the road, most of the people will prefer to buy a car with right side steering wheel, but since Geely Emgrand EC7 is from China, it has a left side steering wheel which might not be appropriate for some potential buyers) * Family size (many families are looking for four-doors cars with comfortable saloon which can provide cozy
Bibliography: * Datcik.Yu. (2011) Geely Emgrand Ec7 has received five stars for safety according to C-NCAP. Available from: http://www.autocentre.ua/news/service/geely-emgrand-37648.html (Accessed 1st February 2011) * Day, G. (1994) ‘The Cpabilities of Market-Driven Organizations’, Journal of Marketing, 58: 37-52 * Kerin, A., et al (2011) Marketing: The Core. New York: McGraw-Hill Irwin. * Pollard.T. (2012) UK 2011 car sales analysis: winners and losers. Available from: http://www.carmagazine.co.uk/News/Search-Results/Industry-News/UK-2011-car-sales-analysis-winners-and-losers/ (Accessed 8th January 2012) * West, D., et al (2010) Strategic Marketing: Creating Competitive Advantage. 2nd Ed., New York: Oxford University Press.