Comprehensive Strategy

Running Head: COMPREHENSIVE STRATEGY
Comprehensive Strategy
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COMPREHENSIVE STRATEGY 1
Table of Contents
Introduction......................................................................................................................................2
Proposal for Development of Market Share of Reduction of Cost..................................................3
Assessment of the market segmentation......................................................................................3
Geographic Segmentation........................................................................................................3
Demographic Segmentation.....................................................................................................3
Behavioural Segmentation.......................................................................................................3
Psychographic Segmentation...................................................................................................3
Channels of Distribution and Logistics........................................................................................4
Distribution Channel Plan........................................................................................................4
Levels of the Distribution Channel..........................................................................................5
Logistics.......................................................................................................................................6
Warehousing.............................................................................................................................6
Inventory Control.....................................................................................................................6
Transportation..........................................................................................................................7
Order Processing......................................................................................................................7
Supply Chain Management..........................................................................................................7
Market Research Tools................................................................................................................8
Conclusion.......................................................................................................................................9
References......................................................................................................................................10

COMPREHENSIVE STRATEGY 2
Introduction
The primary motive and objective of the proposal are to deliver the ideas of the
marketing and production strategies of the XYZ Company. The organization has planned to
establish new marketing and operation techniques within the organization for decreasing the
overhead cost. The proposal will deliver the new marketing and production techniques and
strategies by assessing the market segmentation level, channels of distribution and logistics,
supply chain management. This has been done with the help of marketing research tools, which
the organisation has used at the time of manufacturing of the products, quality management
ideas, quality improvement ideas and the project management ideas about the basic operations of
the organisation. The evaluation of the market and production strategies has been one of the most
important perspectives of the proposal.

COMPREHENSIVE STRATEGY 3
Proposal for Development of Market Share of Reduction of Cost
Assessment of the market segmentation
The XYZ will conduct a market segmentation process with a motive to serve large number of
customer groups and thereby the increase overall market share. The market segments of the firm
been mentioned below:
 Geographic Segmentation: The market sphere of the organisation has been limited to the
United Kingdom, and the central business setup will be established in London and
Cardiff.
 Demographic Segmentation: The demographic segmentation defines over the
information on the age, gender, occupation of the customers and by the demographics;
the XYZ Company will produce goods for the verified consumers (Lin, 2014). The
organization will target the consumers who are between 25-45 years of age and their
income is between $2600 to $4100 per month.
 Behavioural Segmentation: The behavioural segmentation of the market will identify the
degree of readiness of the buyers to buy products and services and also their degree of
loyalty to the company. The degree of buyer’s readiness and the loyalty has been much
higher and they do not shift from one organization to another as they are much
trustworthy.
 Psychographic Segmentation: The lifestyle and the values of the consumers are also
being taken into account, and the organisation will optimise for the market segmentation
with the help of personality patterns and the social classes of the consumers of the
external market. The lifestyle of the buyers is above middle level and they have a huge
interest in buying the products of the XYZ Company.