Marketing Strategy

Running head: MARKETING STRATEGY
1
Marketing strategy
Institution
Student name
Date

Marketing strategy
2
Executive summary
Success in business is a reflection of the marketing strategy the management installs. Proper
marketing strategy increases the rate of reach to the potential customers hence increasing the
volume of sale thus generating higher profit. This article is a report on the analysis of buyer’s
decision making and the associated factors influencing buying habit. The report also analyzes the
behavior of the potential customer in response to internal and external factors affecting the
market. Lastly, the report describes the design and proposal of ethical marketing communication
strategies and tactics in business.

Marketing strategy
3
Table of Contents
Executive summary.................................................................................................... 2
Introduction................................................................................................................ 5
Market segmentation................................................................................................. 5
Geographic segmentation....................................................................................... 6
Demographic segmentation.................................................................................... 6
Psychographic segmentation..................................................................................6
Behavioral segmentation........................................................................................ 7
Market positioning and target.................................................................................... 7
New Zealand restaurant market analysis...................................................................7
Location................................................................................................................... 7
Age.......................................................................................................................... 8
Social class.............................................................................................................. 8
Education factor...................................................................................................... 8
Promotion................................................................................................................ 9
Advertisement......................................................................................................... 9
Positioning graph..................................................................................................... 9
Market trend............................................................................................................ 9
Competition........................................................................................................... 10
Influences of consumers buying habit......................................................................10
Internal factors affecting customer’s decision.......................................................10
Perception and attitude...................................................................................... 10
Personal needs and personality.........................................................................11
Motive................................................................................................................ 11
Taste.................................................................................................................. 11
External factors..................................................................................................... 12
Culture............................................................................................................... 12
Social class......................................................................................................... 12
Learning and reference groups..........................................................................12
Marketing strategy................................................................................................... 13
Place...................................................................................................................... 13

Marketing strategy
4
Distribution........................................................................................................ 13
Wholesale and retail mechanism.......................................................................13
Promotion.............................................................................................................. 14
Advertisement....................................................................................................... 14
Product..................................................................................................................... 14
Product lifecycle.................................................................................................... 14
Pricing...................................................................................................................... 15
Premium pricing.................................................................................................... 15
Profit margin......................................................................................................... 15
Penetration pricing................................................................................................ 15
Ethical communication slogan.................................................................................. 16
Target market....................................................................................................... 16
Conclusion................................................................................................................ 17
References............................................................................................................... 18