Profiling the market
Certificate IV in Marketing - Profile the Market
Assessment activity I
1.1 Assume that you have been asked to identify new marketing opportunities for your organization or an organization you have researched. Create a profile of the organisation using the table… Start by considering your organisation’s current performance
What is the organisation’s core business?
- IT in Hospitality – Hotel Software & Restaurant Management Systems.
What are its core products/ services? -POS – Point of Sales System
- Front Office System
- Back Office System
- Stock Management System
- Accounting System
- Spa Management System
What are its current target markets? - 4-5 StartsRestaurants
- 4-5 Stars Hotels
- Stadiums
- Luxury Cruise Lines
What are its current marketing strategies? -Dealing with Major Accounts&Franchisors on shares market.
-Meetings with Customers – Discuss about the effiency of the proposed products compared to the competitors’ ones.
-Analysis of the exact needs of the customers.
- Product demonstration to show to the customers about the software’ and hardware’s effiency.
- Negotiation of prices.
- Contract Signing between parties.
- Plan installation dates.
How do you think its current customers perceive the organisation and its current products and services? (Consider quality, cost, availability, currency of technology etc) - By providing better after sales service.
- Instant updates provided to customers of all new releases of software.
- Customer Relationship Management.
- Possibilities of free upgrades to previous bug report.
- Discount on different types of services and products in case existing customer.
1.2 How might such information help in identifying new market opportunities?
(Think of the elements of the Marketing Mix for products (4Ps) and what are the additional 3Ps for the services marketing mix (7Ps)?)
Further to the information collected, the analysis will give room for the company to
Assessment activity I
1.1 Assume that you have been asked to identify new marketing opportunities for your organization or an organization you have researched. Create a profile of the organisation using the table… Start by considering your organisation’s current performance
What is the organisation’s core business?
- IT in Hospitality – Hotel Software & Restaurant Management Systems.
What are its core products/ services? -POS – Point of Sales System
- Front Office System
- Back Office System
- Stock Management System
- Accounting System
- Spa Management System
What are its current target markets? - 4-5 StartsRestaurants
- 4-5 Stars Hotels
- Stadiums
- Luxury Cruise Lines
What are its current marketing strategies? -Dealing with Major Accounts&Franchisors on shares market.
-Meetings with Customers – Discuss about the effiency of the proposed products compared to the competitors’ ones.
-Analysis of the exact needs of the customers.
- Product demonstration to show to the customers about the software’ and hardware’s effiency.
- Negotiation of prices.
- Contract Signing between parties.
- Plan installation dates.
How do you think its current customers perceive the organisation and its current products and services? (Consider quality, cost, availability, currency of technology etc) - By providing better after sales service.
- Instant updates provided to customers of all new releases of software.
- Customer Relationship Management.
- Possibilities of free upgrades to previous bug report.
- Discount on different types of services and products in case existing customer.
1.2 How might such information help in identifying new market opportunities?
(Think of the elements of the Marketing Mix for products (4Ps) and what are the additional 3Ps for the services marketing mix (7Ps)?)
Further to the information collected, the analysis will give room for the company to