Introduction to Marketing

Introduction to Marketing
AS 2

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Consumer decisionmaking process of company applicable in automobile sector.......................1
Porter's five force to a company..................................................................................................3
Choosing two brands and developing GE Matrix along with BCG Matrix.................................4
Range of segmentation, targetting and positioning strategies that are used in an automobile
business........................................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
The term marketing is business function which links customer, public along with
consumer to a company. To understand marketing, chosen company for the assessment is Nissan
which is popular automobile manufacturer whose vehicles are sold across all parts of globe. The
brand have clear vision of enriching people's lives by building trust with dealers, employees,
shareholders, customers and globe at large (Nissan, 2020). The two brands that are selected for
the assessment are Nissan and Geely which have various companies performing under them.
The assessment highlights information about customer decision-making process and
porter's five force analysis. Moreover, GE Matrix as well as BCG Matrix are developed for the
brands. At last, strategies for segmentation, targeting along with positioning are defined which
the company uses in automobile industry.
MAIN BODY
Consumer decision making process of company applicable in automobile sector
Identification of needs
Customers identification of needs convince the consumer behaviour to purchase the four
wheeler (Schweitzer, Hofmann and Meinheit, 2019). In context of Nissan, customers usually
identify the amount of travelling need they travel per week or on monthly basis. Generally cars
are owned by the rich society because of their high income per month or year so this is another
need that have to maintain the status of their family in a society. Moreover, they will definitely
look for the safety issues, comfortableness and convenience before purchasing the car.
Research methodology
Customers always tries to get full knowledge about the cars that they want to purchase,
they do full research work because car is not a small thing that is purchased without thinking, it
sis something comes under luxury living standard. In context of Nissan, customers usually
research through online forum, by visiting the show rooms, media and television and various
advertisements.
Alternatives evaluation
Customers will definitely go for other brand to compare the products, if competitors are
tough than customer buying power can highly influenced and if there is small amount of
competition then they can easily decide that for which brand they have to go. In context of
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