Introduction to Marketing: Assessment 2

INTRODUCTION TO
MARKETING
assessment 2

Table of Contents
INTRODUCTION ..........................................................................................................................1
Explain consumer decision making process to automotive industry..........................................1
Apply porters five forces model..................................................................................................2
GE matrix....................................................................................................................................4
BCG matrix.................................................................................................................................5
Range of different segmentation, targeting and positioning used by the automobile sector......6
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing refers to the process of giving the profitable results to the company that helps
in satisfying the needs and want of the customers and gain long term and short term goals. This
also helps in gaining the competitive advantage within marketplace so that high sustainable
outcomes can be get by the business enterprises. It main aim is to enhance the knowledge related
to company so that high profits can be attained by the company. That helps in gaining higher
success of the company. This report includes the Renault that is a French multinational auto
mobile manufacturer. The company can combined the 6 brands that are Dacia's, Samsung,
Alpine, LADA, Venucia etc. This includes the consumer decision making process that helps in
gaining high profitable market. Further it includes the porters five forces model, GE, BCG
matrix which helps in gaining the high market share and position within competitive
marketplace. At last it involves the different segmentation, targeting and positioning by using
STP model so that high market share can be captured easily(Di Lorenzo-Aiss and Mathisen
1996).
MAIN BODY
Explain consumer decision making process to automotive industry
Consumer decision making process refers to the process in which buyers are become
aware related to their needs and desires. In this they can collect the information related to the
products and services so that they can effectively take the purchase decision and examine their
buying decision effect6ively and appropriately. In context of Renault manager can prepare a
consumer decision making process so that they can get high number of customers and enjoy
more profits. The process can be shown below:
 Need recognition- It is the primary stage of this process in which consumer can examine
their needs and wants related to buying decision. It can be prompt internally or externally.
In case of Renault company can highly focus on the needs of the consumers that they are
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