Assignment on Sales Management

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Added on 2019-10-01

Assignment on Sales Management

Added on 2019-10-01

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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 would choose to target:.................................................................................................................5System to assist targeting based on objective criteria and including a weighting and scoring 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 product positioning:.........................................................................................................................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 aim of explaining the three important aspects is to identify the ways of applying them in the organization. According to the briefing provided by the marketing manager of McDonald’s Bahrain 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 the goods and services take place. The actual buyers and potential purchasers find the market to be a place where the buyers can satisfy their needs and demands through the purchase of goods and services. The market for McDonald’s comprises of the actual customers and the potential customers. The new Sales and Marketing plan will consider the market or the analysis of the target audience [ CITATION Mal11 \l 1033 ]. The potential customers are those 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 more than 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 the market. There can be distinct needs in different markets and the company has to access the needs before it comes up with the suitable sales and marketing plan to persuade the target customers. It has to define the distribution chain and value added chain connecting the end users and suppliers of the products of the company. The market map of the company is consisted of three main components which are the following:Final customers: they are the actual consumers.Channel of distributionSuppliers: here the manufacturer of the foods and the suppliers of the raw materials.

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