Holden Commodore Online Launch Case

The paper discusses the target market alternatives, population target market, sampling frame and approach for Holden Commodore online launch. It recommends using differentiated marketing, psychological aspects of population target market, area frame sampling and probability sampling approach.

HOLDEN COMMODORE ONLINE
LAUNCH CASE

Executi ve summary
The paper will provide information regarding the target market alternatives and along with it also
provide a recommendation that should be needed by the company to enhance their profits and
market share both. It is seen that among all the population target market the firm will choose
psychological aspects of a population that mainly based on activities, interests as well as the
opinion of each individual. Also, it is noted that among the sampling frame the area frame of
sampling is chosen by the company so that they can easily know about their services. Moreover,
the paper will also provide a suggestion on the sampling approach which is the profitability
mode because it helps the firm to enhance their product selling rate by the use of this online
marketing strategy.
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Table of Contents
Introduction.................................................................................................................................................3
Discussion on the target market alternatives and recommendation..............................................................3
Discussion on the “Population” target market and recommendation...........................................................4
Discussion on the “Sampling frame” of Commodore and recommendation................................................5
Discussion on the “Sampling approach” of Commodore and recommendation...........................................6
Conclusion...................................................................................................................................................7
References...................................................................................................................................................8
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Introduction
The primary purpose of the paper is to discuss the target market alternatives, and among all these
target market alternatives one should be recommended that will enhance their profit and market
share respectively. In other words, the paper will also discuss the population target market, and
one recommendation from all these population target market is also provided. Furthermore, the
paper will also discuss the different sampling frame and also provide a recommendation that
gives benefit to the Holden Company is selling their Commodore car through online services.
Moreover, the paper will also provide a recommendation concerning the different sampling
approach of business.
Discussion on the target market alternatives and recommendation
There are four target market alternatives of this Holden Company, and these are as follows:
a) Undifferentiated marketing: This type of target marketing mainly develop a separate
marketing mix concerning different segments of the market. This target alternative
essentially follows a mass-market philosophy, and it views the market as a single market
with no individual segments (Aghdaie, and Alimardani, 2015). Hence this strategy helps
the firm to enhance their customer base as well as their business growth respectively.
b) Differentiated marketing or multi-segment targeting: A differentiated marketing or multi-
segment targeting mainly exploits the differences between marketing segments by
designing a special marketing mix for an individual segment (Dat, Phuong, Kao, Chou,
and Van Nghia, 2015). This type of target market mainly possesses the potential of
generating higher profits, sales volume, the economics of scale and larger market share
in marketing and manufacturing. In other words, this target market alternatives also help
in improving the production rate, inventory, promotion, management costs, and
marketing research.
c) Focus or concentrated targeting: This type of marketing mainly focus on meeting the
demands of their consumer needs more accurately, and this is also regarded as single
marketing mix (Catterson, Eldesouky, and John, 2017). With the help of this targeting
alternative, the company mainly focuses on understanding the motives and needs of their
segments consumers and then designing their target marketing alternatives
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d) Customized marketing: In markets the requirement of every customer is unique and for
this customized target marketing alternatives. Customized marketing of target
alternatives is only used to gain high value of orders and also the higher number of
customer’s base (Price, 2014). This targeted marketing helps the firm to build the close
relationship between the customer and the supplier respectively.
Recommendation: It is recommended that the Holden must use differentiated marketing or multi-
segment targeting alternatives because they were going to start their online business of new
Commodore car services and for this, they have to target marketing mix in corresponding to the
individual segment. With the help of this targeting alternative, they can easily enhance their
profits, sales volume and also their market share.
Discussion on the “Population” target market and recommendation
The target market population are divided into four types, and these are as follows:
a) The first target market population are mainly based on some variables such as gender,
age, size, religion, occupation, race, income, and nationality. This type of target market
population mainly considered as the demographic variables population and the
companies used this target market variables only to increase their customer base and
business growth respectively (Wang, and Miao, 2015).
b) The second target market population divides people by behavior, decision-making
pattern and usage. This type of target market population mainly divides product
according to the young generation, children and for adults too (Beuchle et al., 2015).
Thus it can be said that this type of population mainly targeted population in concerning
to the behavior of an individual.
c) Another target market population consider the lifestyle of people, their interests,
activities as well as the opinion of every individual. This type of population mainly based
on the psychological aspects of customer buying behavior into accounts (Banyár, and
Regős, 2015). Hence this type of target market population can be seen all across in the
current days.
d) The last target population mainly divides people by geography that means in concerning
to their location. This type of target market population mainly used in the past decades
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only when the company does not reach their customer base. While in the current trend
mainly the international company uses this target market population.
Recommendation: It is recommended that Holden Company must choose the target market
population that based on psychological aspects of an individual. As the company introduces new
Commodore through online services, so they have to take care of the interests, activities and also
on the opinion of persons. This strategy of target market population will thereby help the firm to
enhance their customer base in the market.
Discussion on the “Sampling frame” of Commodore and recommendation
The “sampling frame” of Commodore that has been established by Holden Company through
online procedure is as follows:
a) List frame: This frame consists of the observational unit and mainly used for complete
enumeration and single stage sampling procedure. This sampling frame often covers a
large unit, that is few but has the substantial share in the total population growth
(Cuypers, Cuypers, and Martin, 2017).
b) Area frame: This frame mostly consists of broader geographical units of a country
concerning a hierarchical arrangement (Kumar et al., 2015). This is mainly used on the
first stage of selection as a sampling frame. The broader geographical units of a country
are covered population figures, all boundaries that are well delineated and mapped
together.
c) Multi-stage frame: This sampling frame are mainly used for multi-stage sample selection,
and it also constitutes the whole frame of second as well as later stages of framing
(Goetz, Sticca, Pekrun, Murayama, and Elliot, 2016). In other words, this type of frame is
also used for a smaller unit area.
Recommendation: It is recommended that for enhancing the business of Holden Company
through this new Commodore selling by online services they should use area frame sampling
procedures. It is noticed that area frame sampling procedures mainly constitute of a broader
geographical unit by hierarchical arrangement. Hence by using this sampling frame, the firm can
easily supply services according to the population figures as well as the geographical units.
Besides this, with the help of this sampling frame, the company can also distribute their selling
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of Commodore through online services according to the geographical boundaries and on the
needs of the consumer base.
Discussion on the “Sampling approach” of Commodore and recommendation
The sampling approach that has been used by Holden Company through their Commodore
services are as follows:
a) Probability sampling: In this type of sampling approach mainly the probability of each
sample is selected. This type of sampling approaches is divided into five different types,
and they are- stratified sampling, random sampling, cluster sampling, systematic
sampling and multistage sampling (Barron et al., 2015). In stratified sampling approach,
the population is split into groups, and each group collects sample randomly whereas in
random sampling both sets of members or every member of a group collect the sample in
a random manner (Greenacre et al., 2017). In cluster sampling approach populations are
also divided into groups, and they collect the sample from all clusters while in system
sampling approach members of the whole population are the group in concerning to
same order. In other words, multistage sampling constitutes the entire procedure of
sampling approach.
b) Non-profitability sampling: These sampling methods are mainly based on human choice
rather than a random selection of the sample. Non-profitability sampling methods cannot
be explained by statistical theory because the potential sources show some biases in the
sampling approach (Lees-Marshment et al., 2018). The non-profitability sampling
approach is of three types, and they are convenience sampling, snowball sampling, and
quota sampling. In case of a convenience sampling approach, the elements are picked in
concerning the terms of availability, accessibility and reach. While in a snowball
sampling approach, the sample is collected through proper survey technique and thus the
sample number increases with time (Panzner et al., 2016). In other words, quota
sampling is the non-profitability sampling approach that is quite similar to the stratified
sampling of the profitability sampling approach.
Recommendation: It is recommended that the Holden Company must use profitability sampling
approach that will help them to enhance their business in coming days. By this sampling
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approach, the firm can quickly sell their Commodore car in the online market because they easily
know in which region their product will be sold at a higher rate.
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Conclusion
The paper concluded that among the four target market alternatives, the Holden Company should
use the differentiated marketing or multi-segment target alternatives so that it will help them to
know about the target marketing mix by individual segment. Besides this by using this target
market alternative they can quickly enhance their profits and market share respectively. In other
words, in the case of population target marketing if the firm chooses psychological aspects, then
they easily enhance their customer base in the market. Also, area frame sampling procedure and
portability sampling approach should be used by the firm to sell their products at a huge rate.
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