Tableau Case Study

Table of Contents
TASK 1: 2
1.1 Changes in philosophies starting from the production concept: 2
1.2 Development of 4Ps and more recent theories in terms of customer value: 2
1.3 Introduction of Tableau and application of marketing concept: 3
TASK 2: 4
2.1 Macro and Micro environmental factors: 4
2.2 Analysis of customers and competitors in the American market 5
2.3 SWOT analysis for the American Market: 6
2.4 STEEPLE/ PESTLE analysis: 6
2.5 Market analysis: 7
(a) Marketing intelligence system: 7
(b) Porter’s Five Forces: 8
(c) Customer value theory: 8
(d) Buyer Behavior Theory: 9
(e) Segmentation and Targeting: 9
Bibliography: 10

TASK 1:
1.1 Changes in philosophies starting from the production concept:
• Production concept – This
They are situated in East Sussex, a county in South East England, UK. Their products are widely used by the homes in UK and they strive to maintain great quality of products along with their reputation. Their products include floor care, kitchen and bathroom care, leather care, wood care, upholstery care, household and metal care. (TABLEAU)
Tableau has had good journey so far and they distribute their products throughout UK. They are now going to launch their product in the United Sates.
In UK they followed the Marketing Concept. They took feedback from customers regarding their household needs. And what changes they wanted to make to their homes. Upon their requirements Tableau created the products. They have used for many of their product lines traditional formulations but enhanced them with modern
Market reports – Companies want to determine how other companies perform in that market they want to enter. Then they might want secondary reports of those companies, like balance sheets, income statements, most of these materials are made public. Tableau can take this information and understand demand and revenue patterns and market accordingly. Also they can determine the market share the company occupies and Tableau can realize whether they have room for growth.
2. Competitive information – Businesses usually look in to business article, newsletters, and or personal observation to study their competitors. They could also collect business brochures or study their websites and all this to get an idea of how their competitors are acting and the market and how the customers are reacting to it. Tableau can look into ecover and Method (competitors) and observe how they have captured the market and approach accordingly or add in something totally different that will give them a competitive