Marketing Analysis of Companies Assignment - [University Name]

This assignment solution covers various aspects of marketing, including multiple-choice questions on fundamental concepts. It analyzes the marketing strategies of Volkswagen, Ford, and Honda, focusing on their STP strategies, promotional activities, and online presence. The solution also delves into the Ansoff matrix, discussing market development, diversification, market penetration, and product development strategies. The analysis includes how Samsung applies these strategies with competitive pricing and distribution networks. The assignment emphasizes the importance of consumer behavior, market segmentation, and the application of marketing principles in the automotive and electronics industries. References from various academic journals and research papers are included to support the analysis.

Running head: MANAGEMENT
Management
Name of the Student
Name of the University
Author Note

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Numerical Questions:
1. Good marketing is no accident, but a result of careful planning and execution.
2. A _ marketer_______ is someone seeking a response (attention, a purchase, a vote, a
donation) from another party, called the __ prospect ______.
3. Companies selling mass consumer goods and services such as soft drinks, cosmetics, air
travel, and athletic shoes and equipment spend a great deal of time trying to establish a
superior brand image in markets called ___ consumer markets _____.
4. Companies must consider several factors in developing their communications mix:
type of product market, consumer readiness to make a purchase and stage in the __
Product Life Cycle ______.
5. Customers are showing greater price sensitivity in their search for value.
6. A manufacturer who creates tools such as bolts, latches, door handles etc. for left-
handed individuals is an example of a company that serves a niche market (Toften and
Hammervoll 2013).
7. The management of Raleigh Bicycles observes that the company's selling costs are
affected by the increased number of visits that salespeople make to meet dealers. The
company decides to reduce its personal selling costs by making sales calls to dealers

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via telephone. This marketing strategy used by Raleigh is an example of outbound
telemarketing (Maulana and Nurulfirdausi 2015).
8. The ____ cluster analysis____ defines which other brands a brand competes with and
therefore which brands should be the focus of competitive analysis.
9. “We sell the safest, most durable wagon” best describes a car company's value
proposition.
10. __ Consumer behaviour______ is the study of how individuals, groups, and
organizations select, buy, use, and dispose of goods, services, ideas, or experiences to
satisfy their needs and wants.
B1:
The chosen companies from the list are Volkswagen, Ford and Honda. The selected
companies are observed to be the market leaders of the automotive industry and the
increasing share of the market of the companies in recent years is a clear reflection of the
excellence of their market strategies. With a precise look at the STP strategy implemented by
Volkswagen, it is understandable that the company is dedicated in serving the young
executives, businessmen and the urban families with their services and products. In addition
to this, the company is able to place their business as one of the largest car manufacturer in
the globe. On the other hand. Ford is able to place their business as a quality car
manufacturing company and the targeted customer segment of the company is pretty similar
to that of Volkswagen. Honda is seen to target the customers of the upper middle income
bracket and the young executives. The market positioning of the company is seen to be pretty

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unique in nature where it has secured the position of an innovative brand which makes luxury
eco- friendly cars keeping the future in mind. With a precise look at the promotional
strategies of the companies, it is evident that the companies are largely inclined towards the
promoting and marketing their products in different online platforms.
The strong presence of the companies in various social media platforms starting from
YouTube, Facebook, Twitter and Instagram is pretty significant in stating the capability in
targeting the youth generation in a professional manner (Barger, Peltier and Schultz 2016). It
is evident that the presence of the modern youth in the social media platforms is increasing in
a substantial manner in recent years. Hence, the extensive promotional and marketing
activities from the part of the companies are seen to be based on the capability of the
company in managing their customer interaction through the social media platforms. Along
with that the companies are able to understand the preferences of the youth executives
towards the business magazines and that influenced the promotional teams of the companies
in conducting their offline marketing and promotional activities through the business
magazines and the widely purchased newspapers. Along with that, the urge of the marketing
departments of these companies in providing a practical experience of the key features of
their products to the customers is crucial in influencing the promotional tea of these
companies in conducting the launch events and that is substantial in providing a chance to the
target market of these companies in experiencing the quality of the products. Other than this,
the customer journey anticipation from the part of the marketing team of the companies are
also significant in influencing them for an efficient and attractive deign of their business
websites. The business website with the provision of customer interaction increases the
ability of the companies in promoting their business and in influencing the purchase intention
of the customers. Hence, it is understandable that all the three companies operating in the

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global automobile industry are largely inclined towards the online and social media based
promotional activities for attracting their customers.
B2:
With a precise look at the Ansoff matrix, it is evident that the matrix is divided into
four quadrants which are market development, diversification, market penetration and
product development (Hussain et al. 2013). The market development is a suitable strategy for
the companies when they are to enter a new market with existing products and services. In
such situation, Samsung applies the competitive pricing policy which helps the company in
enabling the customers avail their products in a more comfortable manner. Along with that,
the company conducts extensive online and offline marketing activities which help it in
reaching to the customers with their diverse product and service offerings. Hence, the
strategies contribute to the development of the market in a professional manner. On the other
hand, the diversification strategy is applicable for the companies that are trying to enter a new
market with the new products. In such situation, the company applies the price skimming
strategy for recognizing the newness of the products. Along with that, the excellence of the
distribution network of the company is observed to be an important factor in increasing the
comfort of the senior management of the company in attracting larger number of customers in
the new market and that will also bring an increased amount of market limelight to the
products and services of the company (Park and Han 2016).
Apart from this, the matrix includes an important strategy which is the market
penetration. The strategy is important for the companies in conducting sustainable business in
an existing market with the existing group of products and services. Samsung’s competitive
pricing strategy is perfectly aligned for penetrating the existing markets through keeping a

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low price tags for the products and services that they offer in the explored markets. The main
objectives of the company in these markets is to maintain a high share of customers and in
doing so, the application of the competitive pricing enables them a major competitive
advantage to the chosen organization in fighting against the competitor organizations such as
the LG, Apple, Xiaomi or Panasonic. On the other hand, the fourth strategy of the Ansoff
matrix is seen to be product development which is suitable for the companies with intention
of introducing new products in the existing market. In such situation, the pricing skimming
strategy becomes the main base of Samsung’s approach. The company sets the price in
accordance to the uniqueness of the products and that provides considerable amount of
competitive advantage to the chosen organization in an explored market against the
competitor organizations. Hence, it is understandable that the pricing strategy is efficiently
managed by the company for the application of various business level strategy and at the
same time, the company uses their distribution networks and excellent infrastructure of
conducting offline and online promotional activities for their advantage in managing the
application of different business level strategies.

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References:
Barger, V., Peltier, J.W. and Schultz, D.E., 2016. Social media and consumer engagement: a
review and research agenda. Journal of Research in Interactive Marketing, 10(4), pp.268-287.
Hussain, S., Khattak, J., Rizwan, A. and Latif, M.A., 2013. ANSOFF matrix, environment,
and growth-an interactive triangle. Management and Administrative Sciences Review, 2(2),
pp.196-206.
Maulana, A.E. and Nurulfirdausi, K., 2015. Permissive, Aggressive or Apathetic? Indonesian
Telemarketing Customer. Procedia-Social and Behavioral Sciences, 169, pp.69-74.
Park, H.Y. and Han, S.H., Samsung Electronics Co Ltd, 2016. Apparatus and method for
preventing command conflicts in a smart grid network. U.S. Patent 9,490,989.
Toften, K. and Hammervoll, T., 2013. Niche marketing research: status and challenges.
Marketing Intelligence & Planning, 31(3), pp.272-285.