University Report: Market Analysis and Behavioral Analysis Strategies

This report provides a comprehensive analysis of market and behavioral strategies, focusing on the adoption of marketing strategies in high-technology based markets, particularly utilizing mobile applications. It examines the market analysis process, emphasizing the importance of understanding consumer behavior and utilizing digital marketing strategies, including m-commerce, to reach target audiences. The report explores the application of behavioral analysis, drawing on examples of visual illusions and marketing insights from Dan Ariely's work, and applies these concepts to a case study of Coca-Cola's marketing campaigns. It analyzes the company's shift towards a unified marketing approach and evaluates the impact of advertising on stakeholders, including customers, retailers, and advertisers. The report suggests the utilization of alternative advertising solutions, such as influencer marketing and e-commerce, to enhance brand awareness and revenue generation. It also highlights the importance of adapting marketing strategies to different regions to maximize market reach and brand recognition.

Running head: MARKET ANALYSIS AND BEHAVIORAL ANALYSIS
Market analysis and behavioral analysis
Name of the student
Name of the University
Author note

1MARKET ANALYSIS AND BEHAVIORAL ANALYSIS
Section 1: Market analysis
High technology based markets are responsible for bringing changes in the adoption of
marketing strategies. For this paper, the utilization of a mobile application based business
solution will be utilized. This involves the adoption of a mobile application which in turn will
lead to the adoption of various other types of marketing strategies. This will mainly involve the
utilization of digital marketing strategies which will be used to market their product. Such types
of marketing solution are used to showcase the standards of any kind of high technology based
market products.
Analysis of the market involved
For adopting the set marketing based strategies, the owners of the product recommends
analyzing the market by utilizing their own service offer. This will be aimed in creating visibility
in their products which will help in a better analysis of the market which in turn will lead to
better customer reach and brand followers. In addition, the application will be provided free of
cost to the end-users so that the installation counts of the product can be increased. The
additional features of the application will be prompted for buying from the customers involved
(Maity & Dass, 2014). This will help in generating revenues from the customers which in turn
will lead to the betterment of the customers involved. Lastly, the aim of this application will be
focused on generating high user ratings from the customers. This will also help in creating brand
related contents so that effective followers are produced.
Marketing framework

2MARKET ANALYSIS AND BEHAVIORAL ANALYSIS
In the modern times, the market is being saturated everyday with new kinds of innovative
contents. It is thus required for the content makers to analyze the market carefully before opting
for advertising. The presence of higher amount of saturation in the digital market makes it a little
complex in getting to the crowd. For this reason, the utilization of interdisciplinary framework
for strategic marketing is utilized by many marketers on this case (Lu et al., 2015). In this case,
the utilization of a single strategic marketing form helps any company to sell high technology
based products. The use of such framework is defined by the adoption of integrating factors
which can help in getting marketing of the products.
Features
For selling of the mobile application, the utilization of m-commerce is to be used. This
type of marketing strategy is mainly utilized for the mobile applications. The utilization of an m-
commerce system helps in targeting mobile users with a product that will be installed in their
devices. As in the recent era, people have been including Smartphone in their daily lives which
have been the reason for the increase in the mobile application market. There are various key-
features of the m-commerce sectors which are the main reason for its utilization. The first feature
is the presence of ubiquity. This means that the application is always online no matter the
location of the requirement (Khan, Talib & Faisal, 2015). This is considered to be the main
requirement in business which helps in reaching out to a customer anytime. The next feature is
the convenience in use. This helps the end-users communicate to the company involved in a very
easy way. In addition, this also helps in making brand awareness in the market involved. This is
the main reason for the increase in the interactions among the consumers and the company
involved. Lastly, the localization and personalization can be termed as another benefit included
in the idea of mobile application development. This helps in determining the location of the

3MARKET ANALYSIS AND BEHAVIORAL ANALYSIS
consumers which in turn helps in providing personalized services (Heinze, Thomann & Fischer,
2017). For example, in case of any taxi based application, the location of the consumers is first
collected and then the services are offered to them. This is the main considerations in business
which helps in making lifestyle easier for the customers. This in turn leads to the better brand
recognition in the market involved.
Parameters
According to the m-commerce network, there are six different parameters included which
is adopted in business perspectives. The first is the customers who are the end-users. The next
are the network operations who are responsible for maintaining the connectivity among the
various associated aspects. The third parameter is technology vendors who will provide the
necessary hardware and software for the technology involved (Köster, Matt & Hess, 2016). The
fourth one is the application developers who are mainly comprised of software developers and
technology makers. The fifth parameter includes the content providers who will provide the web
content. Lastly, the service providers are the ISPs who will provide services.

4MARKET ANALYSIS AND BEHAVIORAL ANALYSIS
Figure 1: m-commerce network
(Source: Ashraf et al., 2017, pp 40)
Thus, it can be said that the adoption of various marketing networks for high-tech
products are to be considered first before adopting for marketing and promotions of the product.
This also helps in getting competitive advantage in terms of followers and brand awareness.

5MARKET ANALYSIS AND BEHAVIORAL ANALYSIS
Section 2: Behavioral analysis
Visual illusions are an extensive part of our lives. People around us can experience
something like that in a natural way or in an artificial way. Visual illusions are termed as magic
in front of normal eyes. It can also be termed as illusions in the ways of science. In the
behavioral analysis video by Dan Ariely, the application of visual illusions can help in marketing
as well as in changing visions.
After explaining the first context of visual illusions, Dan Areily presented an example of
two benches one placed horizontally and the other vertically. This example was to show which
one of them was longer (Ariely, 2018). The audience answers were different as they considered
the horizontal one to be the longest. However, using the help of science, the length of both the
tables was found to be the same. This type of similar ideas was thrown which were eventually on
the context of marketing and advertisements.
The video shown by Dan Ariely was also focused on marketing insights. The behavioral
analysis shown by Dan Ariely can be utilized in getting more market analysis. On the example
shown by him in his presentation, the emphasis was given on an organ donation program across
several countries. It was found out that many countries opted less in this program while many
other countries opted more in this program. As a result, there were grave differences between the
opt-in rates. As he explained the reason for this, the countries which had low opt-in rates,
adopted a different marketing strategy while the countries with a higher opting rate adopted a
different marketing strategy. The marketing strategy of the lower performing countries include
an opt-in page where the people were asked to check the box if they want to adopt the program.
The higher performing countries were given a different opt-in box where the people were asked

6MARKET ANALYSIS AND BEHAVIORAL ANALYSIS
to check the box if they do not want to participate in the organ donation program. This resulted
in them getting more response from them and thus the opt-in rate was increase to a much higher
rate.
In this paper, the chosen company is Coca-Cola. The brand advertising is considered in
this section of this paper. Due to the context of applying advertisings, the brand has gotten many
attentions which are the result of their success. In the recent times, the marketing manager has
announced the shift of their marketing campaigns from many to one (Allen, 2015). All the
various products related to the company will be united under one campaign name “Taste the
feeling”. This will be utilized in getting the brand awareness required for the various products
listed here.
The reason for this marketing approach as considered by the marketing management of
the company is that it helps in growing the brand equity in all available products in the global
economy. It also helps the consumers to get the feeling of satisfaction when they can be able to
purchase any product required. These products include coke with or without calories and those
with or without caffeine (Leo & Kuntjara, 2017). As a result, a one stop solution will be provided
to the customers such that an effective increase in simplicity and brand followers will be
gathered. The campaign of the company is also considered to be the one stop for betterment and
refreshment of the company.
Application of these illusion ideas in the advertising context of the company concerned
can help them to get the required advertising needs. In addition, the utilization of such
advertising contexts can also help them in getting more brand awareness. For example, the
utilization of opt-in pages and other amounts of marketing strategies can be utilized in getting

7MARKET ANALYSIS AND BEHAVIORAL ANALYSIS
more visitors to their website. The company can also apply for shipping to the customer homes
which will open an e-commerce channel for their company (Hultén, 2017). The associated
stakeholders will also be benefitted from these advertising ideas. The stakeholders associated to
it are the customers, retailers, advertisers and many other associated perspectives. With respect to
the customers, the use of e-commerce business model can be effectively used in getting more
website visits and more services being offered. As these types of things are not being adopted by
the competitors, the utilization of such marketing strategies can help in boosting the revenue
made by the company involved. The next stakeholder aspects are the retailers who are the
secondary business prospect of the company associated. As a result of increasing e-commerce
sales, it will be able to maximize their sales by using retail based sales as well as e-commerce
based sales. To keep up with such demand, the increase in productions is to be met. Such
marketing ability will also help the retailers to order bulk quantities from the company involved
right in their doorstep (Krzywoszynska, 2015). Lastly, advertisements are other prospective
stakeholders of the company which plays an important part in denoting the brand presence
among the people involved. As the company is only adopting the utilization of regional
advertising channels, the utilization for digital marketing must also be adopted. As a result, the
adoption of such channels will bring in additional success for the company involved. Moreover,
there are various other advertisement networks that can be applied with respect to Coca-cola
brand. Many companies are using the effects of influencer marketing for their channels
(Steenkamp, 2017). This results in the formation of a huge amount of brand followers and
ultimately results in growing of their network.
Thus, it can be stated that the utilization of alternate advertising solutions can help the
company to get additional revenues which in turn will lead to better brand awareness in the

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market. There are various parts of the world where the associated company is not getting their
approaches. The utilization of such channels can help them to reach out to them which will
ultimately help in brand recognition.

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References
Allen, F. (2015). Secret Formula: The Inside Story of How Coca-Cola Became the Best-Known
Brand in the World. Open Road Media.
Ariely, D. (2018). Are we in control of our own decisions?. Ted.com. Retrieved from
https://www.ted.com/talks/dan_ariely_asks_are_we_in_control_of_our_own_decisions?
referrer=playlist-how_we_make_choices
Ashraf, A. R., Thongpapanl, N., Menguc, B., & Northey, G. (2017). The role of m-commerce
readiness in emerging and developed markets. Journal of International Marketing, 25(2),
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Heinze, J., Thomann, M., & Fischer, P. (2017). Ladders to m-commerce resistance: A qualitative
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