Introduction to Marketing

This document provides an introduction to marketing, focusing on the consumer decision-making process in the automobile sector. It also discusses Porter's five forces, GE Matrix, BCG Matrix, and STP strategies used by General Motors and Nissan.

Introduction to
marketing (Assessment
2)

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Consumer decision making process to automobile sector...........................................................3
Porter’s five forces.......................................................................................................................4
GE Matrix....................................................................................................................................6
BCG Matrix.................................................................................................................................7
STP..............................................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is an activity which is used in terms of promoting the purchasing and selling of
specific product and their offerings to their potential customers. It undertakes prominent actions
which are useful for company in terms of making effective sales and earning profitability.
Marketing undertake suitable selling advertising delivering of commodities to customers. In
regard of this networking is potential for their customers and past clients which is the part of
marketing activity in terms of developing relationship (Lee, Dewhirst and Cherrier, 2018). To
carry forward this report two organisations are considered first one is General Motors which is
an American multinational company headquartered in Detroit that deals in designing
manufacturing marketing and distributing vehicles and their parts and also offer Financial
Services. Another company is Nissan which is a Japanese multinational automobile company
headquarter in Yokohama and deals in selling car under the name of Datsun Nissan and other
brands. The report tends to cover effective decision-making process porter’s five forces and
apply GE and BCG matrix. Lastly it also explains various segmentation targeting and positioning
strategies which are used by company.
MAIN BODY
Consumer decision making process to automobile sector
Customer decision making process depict the suitable procedure in which the customers
get aware regarding requirements and Desire. For this they can prominently gather the
information regarding the product and services by which we can suitability take the Purchase
Decision and analysed there decision prominently. In relation with General Motors then manager
can prepare suitable customer decision making process in terms of attracting large number of
customer base to increase their profitability. The process is mentioned as underneath:
 Need recognition: It is the basic stage of the process in which customers examine their
requirements which is related with their purchasing decisions and it is based on internal
and external factors (Chernev, 2020). In terms of General Motors, they can prominently
focus on the requirements of customers by which we can purchase their car. For example,
if customers can prominently focus on the purchasing of car by showing their status then
the managers prominently put emphasis on creating awareness which is concerned with
their products by which customers take positive decisions towards the company. In this

context customers can identify suitable information which is related with Automotive
products so that their purchase can become easy.
 Search for information: After identifying the requirements of customers they can put
emphasis on the collection of prominent information which is related with Automotive
and also useful for the suitable purchase of vehicles. For example, if customers
prominently focus on purchasing a new car then they will focus on collecting and
conducting more research on the various car organisations and their facilities. It also
depicts the external approach in which customers prominently check various aspects
towards their strong Purchase Decision.
 Evaluating for alternatives: In this stage customer prominently identified various brands
within the market which is concerned with the automotive sector on the grounds of
facilities services designs and features of the offerings of company (Dobscha, 2019). It is
also helpful in terms of meeting their objectives of the buyer which is concerned with
purchasing their vehicle. It is a critical situation for customers in terms of comparing
various organisations according to the affordability viability and accessibility.
 Purchasing decision: After analysing the alternative customers can focus on considering
the Purchase Decision and consider their purchase that fulfil requirements and demands
which is concerned with the purchasing in prominent way. For this the buyers leads to
influence the purchasing with the help of social media family and friends crowd and
many more which is beneficial for an organisation in terms of having sustainability and
defective profitability.
 Post purchase evaluation: It is the last stage in which customers can offer their reviews
considering the products and services in which the Purchase and consume it. It
significantly depicts the behaviour of customers satisfaction feelings for the use of the
products of General Motors. Prominent reviews of the customers are useful to gain
effective market share considering the reviews that somehow negatively impact the
profitability and image of an organisation.
Porter’s five forces
This model is used in terms of analysing industry and used by various organisations and
their competitors. It is useful in terms of controlling and observing the weakness and suitable
power of an organisation. This model is used to identify the overall condition of Business and its

concerning strategies. With the help of this model organisation can prominently consider various
components for the economy by getting Idea regarding the offerings and various quantity in
terms of enhancing their profitability and productivity.
 Threat of new entrants: In terms of General Motors the threat of new entrants is low and
they also accept the presentation for the benefit of cost considering suitable experience. It
is identified that the company that to sustain customers in the market they need to offer
prominent products and services with innovative features because if there is a launch of
new car then the switching cost of customer become low (Kim, Hulland and Eom, 2018).
Besides this the distribution channel is also become another thread for the new beginners
considering the licensing and various rules which is issued by the government. In this
sector existing organisations get benefit regarding the performance development cost and
production.
 Threat of substitutes: In the sector the threat of substitutes is moderate as the substitute
of cars are public transport Railway bicycle buses and so on. Besides this the modern
generation tends to become more environment friendly and move towards the public
transport. In terms of General Motors, they have various limitations regarding their
performance and also need to offer comfort services justifying their facilities and services
of vehicles. Along with this the cost shifting also sustained by the buyers in regard of
passes tickets and many more. Hence there are various substitute within the market faced
by General Motors.
 Bargaining power of suppliers: It depicts the material which is used by company in
terms of manufacturing their car including paint glass aluminium and other resources as
these products are not manufactured by them but also provided by various suppliers. It
also become the reason for the shipping cost for company which is low in the process for
the material. Considering the automotive sector there tends to develop short term contract
with the suppliers as by this it is easy for the company to shift to another supplier
(Singleton and et. al., 2019). Meanwhile if company make good relations with the
suppliers then they will not switch to the other supplier and maintained some standard on
the grounds of trust and Faith. Besides this most of the suppliers are ready to offer
prominent resources which is offered by company and the bargaining power of suppliers
is low.

 Bargaining power of buyers: In this sector the buyers are large in number but they tend
to make costly purchase on the grounds of instalment. Considering the cost of shifting
which is low for the buyers as they can offer their existing products and purchase new
one at any time. Customers also get suitable information regarding the product from
various parties and the also know regarding the required information. Buyers also keep
things within the budget in their mind for the product and customers also modify their
product as per their lifestyle and budget by which they can offer payment consider the
monthly instalment.
 Competitive rivalry: In terms of General Motors the competitive rivalry is high as there
are various computers for company including Honda Toyota Tata Ford and so on. For
this industry also tends to glow for the combination which is concerned with the founding
among various manufacturer and effective process for techniques and resources for
improvised outcome. For this the fixed cost is high for the business in terms of
manufacturing plant and cost of retailing. Within the automotive industry they provide
various products and services with full dedication by which they face various challenges
and somehow various companies also leave the factor (Shilbury and et. al., 2020).
Besides this customer’s also sustain for the average shipping cost if they want to develop
vehicle for the suitable manufacturing model. In regard of this communication among the
manufacturer and customer is important as the suitable result for the competitive rivalry.
GE Matrix
It depicts the strategic decisions for the business in terms of evaluating the prominent
strength and also helpful and developing the product brand for the suitable industry. The
following matrix is based on the General Motors and Nissan which is mentioned as below:
 Grow: This strategy depicts the attractiveness of industry and strength of company. In
terms of General Motors this strategy depicts the suitable investment for the business
considering the product and services that helps in increasing profitability and
sustainability. In relation with General Motors the star products are considered and
managers also focus on the suitable investment of products in terms of developing large
customer base that helps in gaining competitive advantage. Within an organisation high
investment is useful for the promotional strategy Ford vehicles and also leads to gain
effective profitability. For example, Nissan can prominently focus on the technological

factors as it helps in increasing their market and computer business industry. It is also
useful in terms of offering high return to the company.
 Hold: This strategy is concerned with the investment as company have financial
resources after investing the growth in the product (Gupta and Nair, 2020). For instance,
General Motors leads to put emphasis and hold on their product which is GMC on the
upcoming modifications as it leads to offer effective profitability after focusing on the
designing of products. Besides this Nissan is the best car manufacturer and also survive
with the Japanese technology by focusing on the Nissan products with suitable features
considering the design and effective investment.
 Harvest: As per this strategy company prominently harvest their investment for the
growth of the product. For this company face weight loss because of the amount and also
invest for the success. In terms of General Motors, the prominent e focus on removing
their investment amount from some of the product considering the worst performance in
the market and by which company face hair loss (Leonidou and Hultman, 2019). Besides
this Nissan also tends to take back their investment and amount from some of its product
including that sun as it does not offer the safety features in their products. Because of this
customer does not prominent invest their money for having suitable purchase.
BCG Matrix
This matrix is depending on the product life cycle which is useful in identifying the
priorities for company and its offerings. For this company also have the suitable portfolio of
product by which they need effective growth and undertake cash input which represent the lower
growth commodities and company also remove their financial resources. It is also based on the
general motors and Nissan which is mentioned as underneath:
 Stars: This strategy depict the prominent improvement in the sales and market share. In
relation with General Motors the prominent legion rate effective profitability and live
news for the European market in terms of having effective investment for their products
which is also cost effective in terms of updating their Technology. Besides this Nissan
prominently focus on the efforts which are quite effective considering the safety features
which are accepted by the customers (Patsiaouras, 2019).
 Cash cow: According to this strategy company prominently focus on the segment of
market on the grounds of high market share and low sales growth. In relation with

General Motors prominently focus on those vehicles which cannot perform effectively in
the market of UK as their growth is low considering the sales due to the other brands and
their production because of their cost is high in terms of selling products in UK. In
relation with Nissan the suitable products undertake high cost for their manufacturing but
does not prominently attract the large customer base for market.
 Question mark: According to this is strategy General Motors undertake its product name
GMC which is quite effective in terms of features and also target various customers by
focusing on the effective purchase and also generate high profitability and revenues (De
Mooij, 2018). Besides this it also leads to create prominent question considering the
market condition of company and undertake growth because of the company can do
suitable promotions.
 Dogs: This product is considered as worst for the company that focus on eliminating
investment. In relation with General Motors Company put emphasis on removing their
amount from their current products which is not beneficial and also undertake increased
cost because of this company face major loss. Besides this in terms of Nissan they can
take back their money from suitable product due to offering worst safety features which
customers does not prefer to purchase that prominently impact the brand image and
profitability of company.
STP
 Segmentation: In this General Motors divide the overall market into several segments
according to the demographics including occupation gender age and many more. Besides
this General Motors is also prominently famous for its designs and mileage of the models
that leads to attract most of the customers and middle-class individuals in terms of having
affordable cars with suitable cost of maintenance (Scheuffelen, Kemper and Brettel,
2019). Besides this General Motors also has various models considering several
categories of individuals and it is helpful for company in terms of targeting their
customers prominently. With the help of this company also able to identify their products
considering the target and category of individuals. It is useful in terms of eliminating cost
and time considering the generating and prosperity of sales. Besides this segmentation
also useful for company in terms of applying various strategies considering the
enhancement of revenues for company. Besides this segmentation is also important in

terms of making changes in the product considering the category of individuals and
offerings of product for the requirement that helps in increasing customer satisfaction and
image of company.
 Targeting: In this General Motors undertake effective strategies in terms of targeting
their customers on the grounds of segmentation and it is also done on the grounds of age
income and preferences of the individuals (Berman and Thelen, 2018). Prominently
company also target middle class individuals considering the awareness at the market
area that leads to generate suitable profitability and revenues for the company.
 Positioning: According to this General Motor prominently focus on the promotional
strategy considering the use of social media and various marketing campaign which is
useful to attract large number of customer base in terms of gaining suitable profitability
(Khwaja, Mahmood and Zaman, 2020). In relation with General Motors the focus on the
brand and prominent technological factors considering artificial intelligence to attract
large number of customer base. Besides this it can be done with the help of prominent
segmentation and targeting to enhance the increase market share.
CONCLUSION
Therefore, it is identified that marketing is suitable factor as it helps in gaining and attracting
large number of customer base. It also undertakes prominent customer decision making process
which is useful to attract number of customers towards the company and also conduct proper
identification of industry to gain competitive advantage with the help of porter’s five forces.
Besides this two prominent Matrix are helpful to gain strength and efficiency for the company
and also conduct the target market process for general motors in terms of maintaining long-term
sustainability in the market.

REFERENCES
Books and Journals
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Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.
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SAGE Publications Limited.
Dobscha, S., 2019. Introduction to the Handbook of Research on Gender and Marketing.
In Handbook of Research on Gender and Marketing. Edward Elgar Publishing.
Gupta, C.B. and Nair, R., 2020. Marketing Management, CB Gupta & N. Rajan Nair. Sultan
Chand & Sons.
Khwaja, M.G., Mahmood, S. and Zaman, U., 2020. Examining the Effects of eWOM, Trust
Inclination, and Information Adoption on Purchase Intentions in an Accelerated Digital
Marketing Context. Information, 11(10), p.478.
Kim, S.H., Hulland, J. and Eom, H.J., 2018, July. USE OF ITEM RESPONSE THEORY IN
MARKETING RESEARCH. In 2018 Global Marketing Conference at Tokyo (pp.
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Lee, M.S., Dewhirst, T. and Cherrier, H., 2018. Introduction to the special section: The domain
and intersection of anticonsumption, marketing, and public policy.
Leonidou, C.N. and Hultman, M., 2019. Global marketing in business-to-business contexts:
Challenges, developments, and opportunities.
Patsiaouras, G., 2019. Marketing concepts can have a life of their own: Representation and
pluralism in marketing concept analysis. Marketing Theory, 19(4), pp.559-566.
Scheuffelen, S., Kemper, J. and Brettel, M., 2019. How Do Human Attitudes and Values Predict
Online Marketing Responsiveness?: Comparing Consumer Segmentation Bases Toward
Brand Purchase and Marketing Response. Journal of Advertising Research, 59(2),
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Shilbury, D and et. al., 2020. Strategic sport marketing. Routledge.
Singleton, C.R and et. al., 2019. Change in Food and Beverage Availability and Marketing
Following the Introduction of a Healthy Food Financing Initiative–Supported
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