Marketing Strategies for Desklib Online Library

Running head: Marketing
Marketing

Marketing
Table of Contents
Introduction.................................................................................................................................................3
Background of the organization...................................................................................................................3
Segmentation analysis.................................................................................................................................3
Segmentation attractiveness assessment......................................................................................................4
Target market choice...................................................................................................................................5
Positioning choices......................................................................................................................................6
Recommended positioning..........................................................................................................................6
Marketing strategy alternatives....................................................................................................................7
Marketing strategy choice...........................................................................................................................8
Overview of recommended strategy............................................................................................................9
Product decision..........................................................................................................................................9
Pricing decisions........................................................................................................................................10
Distribution decisions................................................................................................................................10
Communication decisions..........................................................................................................................10
Prospects and challenges...........................................................................................................................11
Conclusion.................................................................................................................................................11
Bibliography...............................................................................................................................................12
2

Marketing
Introduction
The paper examines and outlines the market environment for Donald B that operates and
manages through wholly owned stores in Melbourne. Recently, the organization produces and
manufactures containing milk ingredient. The paper explains that how the firm uses
segmentation, targeting and positioning strategies to overcome the rivalries in the global market.
Furthermore, here is the discussion about the marketing mix strategy of the company.
Furthermore detail of the task has been stated below.
Background of the organization
Donald B is a chocolate product maker and it has two stores in Melbourne. The company wants
to grow and flourish its brand internationally and nationally and compete with competitors in the
global market. The company sells its products through Aldi, Coles and Woolworths to create
high and effective image in the world. The firm produces chocolate related products in the
international market. In today’s era, the firm is growing and flourishing its business activities and
operations globally. The main mission of the company is to provide better qualify of products
and services to the customers across the world. The vision of Donald B is to maximize the
revenue and profitability by providing innovative products and services to the customers across
the world. Donald B focuses on the tastes, preferences and choices of the consumers to make a
strong financial image in the marketplace. By analyzing the tastes and choices of the consumers,
the organization has been able to overcome the competitors. There are enormous factors such as
foreign chocolate brands and market trends entering in the Australian market which is making
strong goodwill in the market. People are educated and they know very well about the benefits
and side effects of chocolates. Furthermore, it has been stated that chocolate products are good
for health (Vecchio & Annunziata, 2015).
Segmentation analysis
Segmentation is a process of dividing of a population intro groups according to certain
characteristics. The company uses this strategy to attract and retain more consumers in the
3

Marketing
marketplace (Peters, 2013). The firm divides the market on the basis of geographic area,
psychographic area, demographic area and behavioral area.
Geographic: The Company depends on the geographic area such as climate change, cold and
warm hot weather to increase the sale and profit globally. By considering the geographic area,
the firm has been able to maximize profitability and returns.
Demographic: It also focuses on the age of the people. Donald B segmented market area for its
chocolate products based on the generation. It focuses on the age, gender, tastes and preferences
of the consumers to stay in the competitive market. It also identifies and analyzes the income
level of consumers worldwide (Wedel & Kamakura, 2012).
Psychographic: Life styles and personality are considered the psychographic factors that could
affect the buying behavior of the consumers. Donald B provides various types of chocolates in
Australia to these people who really want to tastes and enjoy chocolate. In this way, it helps in
attracting large number of the consumers around the world. Donald B adopts this strategy for the
convenience of consumers and it provides satisfaction to the customers (Weinstein, 2013).
Behavioral: Donald B also focuses and identifies the behavioral factors to gain competitive
advantages in Australia. This factor provides cost benefits and time efficiency to the loyal
customers in the market. The organization evaluates the degree of loyalty, personality, user status
and benefits sought to beat the rivalries globally.
By using segmentation strategy, the firm has been able to provide healthy chocolates and other
products to the consumers. Donald B has made its environment which is suitable for the children
and Australian people. Also, it will help to grow and flourish the business operations and
activities globally (Blaschke, Hay, Kelly, Lang, Hofmann, Addink & Tiede, 2014).
Segmentation attractiveness assessment
Donald B evaluates and identifies the various segments of the market and their needs, desires and
requirements to beat the rivalries. By using a set of five criteria, the company can determine and
measure which segment is most suitable and viable in the market (Aljukhadar & Senecal, 2011).
It includes the identifiable, reachable, substantial, responsive and profitable.
4