Assignment on Sales Management

Added on - Oct 2019

Trusted by 2+ million users,
1000+ happy students everyday
Showing pages 1 to 4 of 12 pages
Running Head: Sales managementTask 1: Segmentation,Targeting andPositioning.
1Sales managementTable of ContentsTask 1: Segmentation, Targeting and Positioning.....................................................................2Introduction:...........................................................................................................................2Section A................................................................................................................................2Definition of market:..........................................................................................................2How to map a market:........................................................................................................2Level to segment a market:................................................................................................3Bases for segmentation in consumer and business markets:..............................................3Bases for segmentation in business markets:.....................................................................3Criteria for meaningful and measurable segments:............................................................3Benefits of segmentation:...................................................................................................4Section B................................................................................................................................4Identification of the segments most likely to purchase the products:................................4Organization’s business strategy and the ways it may affect which segments we wouldchoose to target:.................................................................................................................5System to assist targeting based on objective criteria and including a weighting andscoring mechanism:............................................................................................................5Positioning in the context of the organisation’s brand values:..........................................6Section C................................................................................................................................6Explaining how the elements of the extended marketing mix are used to support productpositioning:.........................................................................................................................6Positioning problems organisations may / can encounter:.................................................6Challenges organisations may face when repositioning a product / brand:.......................7How to de-position competitors:........................................................................................7Conclusion:................................................................................................................................8References:.................................................................................................................................9
2Sales management
3Sales managementTask 1: Segmentation, Targeting and PositioningIntroduction:The report entails the explanation of segmentation, targeting and positioning. The main aimof explaining the three important aspects is to identify the ways of applying them in theorganization. According to the briefing provided by the marketing manager of McDonald’sBahrain the report has been presented. The report has been divided into three sections and theexplanation has been provided accordingly.Section ADefinition of market:Market is a common place where the buyers and sellers meet and commercial trade of thegoods and services take place. The actual buyers and potential purchasers find the market tobe a place where the buyers can satisfy their needs and demands through the purchase ofgoods and services. The market for McDonald’s comprises of the actual customers and thepotential customers. The new Sales and Marketing plan will consider the market or theanalysis of the target audience[ CITATION Mal11 \l 1033 ].The potential customers arethose for whom the deliverables of the company will be produced. The company will target tocater that segment which forms the market. In the Middle East the company operates in morethan 15 countries with its more than 1500 restaurants[ CITATION EdA15 \l 1033 ].How to map a market:It is important for the company to understand and analyze the overall grouping of customers.it will help further help the company with the information regarding the dynamics of themarket. There can be distinct needs in different markets and the company has to access theneeds before it comes up with the suitable sales and marketing plan to persuade the targetcustomers. It has to define the distribution chain and value added chain connecting the endusers and suppliers of the products of the company. The market map of the company isconsisted of three main components which are the following:Final customers: they are the actual consumers.Channel of distributionSuppliers: here the manufacturer of the foods and the suppliers of the raw materials.
Desklib Logo
You are reading a preview
Upload your documents to download or

Become a Desklib member to get access