Topics: Marketing, Product differentiation, Market segmentation Pages: 6 (1475 words) Published: April 5, 2013



Group name:

Felipe Ovalhe Bueno- Student ID: 2013204

Paula Andia- Student ID:2013211

Priscila Miyamoto-Student ID:

Talumba Rashid-Student ID:2013328

Table of Report:



A traditional gardening company has a mission to develop the topics about marketing organization and provide an evaluation of their strategies, how to target and meet customer needs to have a better quality product.

We will be looking into the path and marketing tools on this traditional company how it should become attractive and profitable. The development of a successful strategy is the big difference to achieve a real and competitive advantage in the market. We outline and implement strategies to achieve the goals that the company wants to achieve, as brand loyalty, good product image and profitability.

The assignment explains how the marketing process is done under the marketing concept, How the company must find a way to discover unfulfilled customer`s needs and to bring market products that will satisfy their needs and Also what costs and problems may occur during Its process.

1.1 Responsibilities of the Marketing department:

The new Marketing team intends to be taking into consideration the dimensions of how the organization will provide the customer satisfaction and what are the different ways to increase sales.

Marketing Strategy:

It consists of four steps. These steps are all completed with the main goal of creating value for your target customers. Some of these elements are performed continuously, such as monitoring the marketing environment if some of the steps if done correctly should last for decades such as segmentation, targeting and positioning.

1.2 Targeting:
Before engaging in the marketing campaigns and promotions We will decide who We are going to aim our products at. This involves analysing and segmenting the market into sectors such as : -Undifferentiated Marketing;

That’s the marketing that does not target a particular segment of the market. Instead We adopt one marketing strategy and hopes that will appeal to as many people as possible, sometimes referred as mass marketing. It usually involves targeting the whole market with one product. This strategy can be cheaper than the others becaue there is only one product to be produced, distribute and market also because the firm is not targeting multiple market segments. -Differentiate Marketing;

That’s when The organization decides to target several segments of the market. Under a differentiated marketing strategy we will develop products and services with a separated market mix strategies for each of the segments chosen by the company. -Concentrated Marketing;

That’s When We concentrate our marketing effort on one segment of the market. The company will develop a product that caters for needs of that particular group. Concentrated market can have lower costs than the other 2 options. For this specific strategy we have to make sure that we have the correct segment of the market.

1.3 Segmentation:
Market segmentation is the technique used to enable a business to better target its products at the right customers. It is about identifying the specific needs and wants of customer groups and then using those insights into providing products and services which meet customer needs.

Customers are different. They have different wants and needs. "One size fits all" is not a good approach to marketing because when you try to be everything to everyone, you end up being...
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