Topics: Marketing, Strategic management, Target market Pages: 6 (1593 words) Published: January 6, 2013 Table of contents

According to the european comission a sme is a small and medium enterprise. The characteristic of a Sme is determine by the number of employees ( between 10 and 250)and either turnover or balance sheet total .the swiss guide to european resarch and innovation added to this definition that sme is most of time , a self employed persons and family businesses. This is in this context that this report will concern a sme called macom and which is a family business with 15 employees.

Macom is an african shop which provide african foods for customer. In this report we will look at how marketing approach could be  improved to give to macom a competitive advantage.

First we will see the various element of marketing process and also the benefit and the cost of a marketing orientation Then this report will include the macro and micro environmental element which could influence the marketing decision  We will outline the segmentation criteria of two product and identify a targeting strategy of one of these product Finally we will demonstrate how buyers behaviours could affect the marketing activities.

According to this recommandation will be made to improve the marketing approach

1. The various element of marketing
1.1def of marketing
1.1.1the marketing process
1,1,1,1The situation analysis
1,1,1,2The marketing strategy
1,1,1,3 the marketing mix decision
1,1,1,4 The implementation analysis
1.2the benefit and the cost of a marketing orientation for macom 1.2.1 benefit
2. The factors which influence marketing decision
2.1.1 micro
2.2 the criteria of segmentation
2.2.1 the segmentation of
2.3 the targeting strategy
2.3.1 targeting strategy of
2.4 the effect of buyers behaviours

the concept of positioning

The various element of marketing

1,1 What is marketing
Dr. Philip Kotler defines marketing as “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified market and the profit potential. It pinpoints which segments the company is capable of serving best and it designs and promotes the appropriate products and services.”

The Cim also suggest that the marketing is
"Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably"

1.1.1 The marketing process
the marketing process could help an organisation for discover and identify the needs of customer which are not completly satistify. We could divided the the marketing process in4 different:

The situation analysis
The marketing strategy
the marketing mix decision
the implementation analysis

1,1,1,1 The situation analysis
 the AMA define the situation analysis by "the systematic collection and study of past and present data to identify trends, forces, and conditions with the potential to influence the performance of the business and the choice of appropriate strategies." According to the definition of the AMA the situation analysis is use by the organisation to understand and analyse the environments of the enterprise internal or external. There is many methods to structure this analysis.

The first one is the five Cs which allows to the enterprise to decide to a marketing decision . Company is about what the company is capable of to satistify the needs of a customer;Customer is about which needs of which cutomer I can satisfy;competitors is which firm provide the same needs ;collaborators is who can help us and why the will choose to help us and finally climate or context is which factors...
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