Principles of Marketing Assignment: Analysis of Market Strategies

This marketing assignment delves into various aspects of marketing, including customer segmentation, buying processes, and market strategies. The first part analyzes the activities that facilitate effective customer sales, focusing on knowledge development, product development, customer integration, and promotional techniques. The second part explores how to increase sales growth for the fabled hair washing machine, covering idea generation, design, product popularization, and customer integration strategies. The assignment then examines market segmentation, identifying geographic, demographic, behavioral, and psychographic segments for the fabled hair washing machine, with a specific focus on the Chinese market. Finally, the assignment analyzes the customer buying process, outlining the stages of need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior, using the fabled hair washing machine as a case study and bubble tea as a case study. The assignment also explores the opportunities of bubble tea in the Malaysian market, highlighting its health benefits and easy preparation.

Running Head: PRINCIPLES OF MARKETING
PRINCIPLES OF MARKETING
Name of the Student:
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Author Note:

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Assignment 1
Answer 1
This diagram shows that there are four activities that can facilitate an effective measure
for developing customer sales. For instance, the knowledge development is resembled with the
practice of establishing an effective way to put thrust on the product specification and the way it
works. According to the article of McMurrian and Matulich (2016) it can be stated that the role
of the organisation is to facilitate a great deal of research on the value and importance of the
product so that those facets can be exploited in course of attracting more customers and build a
good customer value. It is associated with the product development process where the initial part
is to develop knowledge regarding the product (Olson et al. 2018). After that the product
development practice will be initiated where the role of the organisation is to facilitate core
insights into the development as per the knowledge. It means, the product will be developed as it
Customer
value
Knowledge
development
Product
development
Customer
integration
Product
popularity

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is planned in the course of knowledge development. The next part is to integrate the customers
through promote and brief the unique value of the product and its importance to meet the
interests of the customers. In response to this, the product popularity will also develop by using
different promotional tools and techniques.
Answer 2
The diagram is entitled to formulate a clear understanding regarding the role of the
organisation to increase its sales growth. Therefore, there are four ways following the four
activities that can help to increase the sales growth of fabled hair washing machine. The first part
will be idea generation where the role of the company is to figure out the possible approaches
that can influence the sales growth positively (Katsikeas, Leonidou and Zeriti 2019). It is
associated with the measure to deliver a unique product theoretically so that it render a strategic
value. The next part will be associated with the designing where the role of the organisation is to
facilitate a proper design that will be feasible and provide a user friendly approach. This results
into the customer needs, specification and the get up of the product. Based on the understanding
of Vigani et al. (2015) it can be stated that a product has to have commercial value so that it can
attract customers extensively. Therefore, the design of the product is very important in order to
create better customer integration. The design and prototyping of the product would permit the
venture in developing the new propositions, correlating to the needs of the customers (Ektoros,
Gregoriades and Georgiades 2019). Again, popularizing the product through the utilization of
different social media platforms enable an organization in creating awareness and developing
knowledge among the customers on the proposition. D’Souza (2019) stated that popularizing a
product through the utilization of the social media platforms and the circulation of credible
knowledge among the customers would allow the organization in maximizing the customer base.

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Therefore, the promotional activities enable an organization in popularizing the propositions
while permitting knowledge development among the customer base.
The next step will be customer integration but it requires adequate information regarding
the customers and their approach or response to the product. In other words, it can be argued that
the role of the organisation is to follow such a measure where the demands and interests of the
customers can be identified prominently and specifically (Taoketao 2018). Therefore, a customer
segmentation analysis is highly required for delivering clear insights into the existing market
trend and the requirements of the customers. On the basis of this information, the organisation
can propose a marketing strategy that will boost the process of maximisation of customers and
also helps to increase the sales growth effectively (Zhao and Zhu 2018). In this regard, social
media marketing will be an effective marketing practice that can attract the potential customers
in an easier way. As a matter of fact, the social media marketing is effective due to minimum
promotional costs.
Answer 3
There are four types of segmentation that is required for highlighting the potential
customers for fabled hair washing machine in terms of the geographic, demographic, behavioural
and psychographic (Lim et al. 2018). As far as the Geographic segmentation is concerned, the
expected region is China only. The reason behind choosing the Chinese market is that the
company is not sure about its value in the overseas market and they are willing to make China as
the test case of their first initiative. The density of the market is the urban areas where customers
are interested to buy the robot fabled hair washing machine (Gnizy 2019). The demographic
market is associated with the customers from the age group from 25-45 with the gender of both
males and females. Hoegele, Schmidt, and Torgler (2016) opined that choosing the customers

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without any gender difference certainly provides a long range of customer base for the business
organisations. Moreover, the life cycle stage will be restricted to married couples and family
persons. Apart from that high to mid-earners are identified as the potential customers. As far as
the behaviour of the consumers is concerned, most of the customers are switchers (Ibrahim and
Harrison 2019). It means the customer base is always looking for the best and affordable
products. Furthermore, the swift service facility and ambitious personality are also important
characteristics of the potential customer base. From the point of view of the psychographic
segmentation, it can be stated that middle and upper class people are the potential customers with
a lifestyle of aspirer to explorer.
Based on this understanding the organisation is trying to divide its target customers into
primary and secondary groups. The primary target market of the concerned organization are
people between the age group of 35 to 45 including both male and female customers. However,
the family persons are considered to be the primary customer base with high earners and
belonged to the upper middle class society. In addition to this, they are explorer in lifestyle that
connotes their nature to use new technologies and innovative products (Müller 2018). The
secondary target customers are associated with the age group of 25 to 35 with a mid-earning
experience. The segmentation is based on the characteristics of the proposition. The young
market is being targeted as the same prefers experience associated with the propositions. The
proposition that is made by the organization aimed at inducing products that would provide the
customers with experience associated with the proposition. Moreover, it can be argued that the
role of the secondary target market is to get good services and facilitates that will increase their
confidence to buy the product.

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Answer 4
The customer buying process is an important aspect for the organisation in order to bring
important information regarding the needs and demands of a customer. The steps are comprised
with five distinct but interrelated stages in terms of the need recognition, information search,
evaluation of alternatives, purchase decision and post purchase behaviour. The need recognition
practice is associated with the role of deliver a unique measure of the product where the
customer can feel the urge to buy the product. Moreover, Hamilton and Karmarkar (2017)
articulated that the satisfaction of the customer was also a crucial part for the organisation in
order to facilitate an unique proposition for the product. Therefore, as a customer, it is my
responsibility to understand the importance of the product and compare it with my needs so that I
can understand the degree of satisfaction that a specific product can provide. In this context, this
fabled hair washing machine is definitely helped my needs because I have a major back problem
that makes me uncomfortable to stand longer (Watson et al. 2018). For giving shampoo I have to
take a long shower but by body in this shape does not permit me to do so. Therefore, hair
washing machine will definitely help me to shape a good practice of hair washing.
The next step is the information search and it is considered to be one of the major aspect
for a customer before make a decision to purchase a product. There are number of factors that are
associated with the information search in terms of verbal promotion of the product from family,
friends or neighbours. Moreover, the advertisements and promotional techniques of the
organisations are also played significant role in order to influence the customer to buy a specific
product. In other words, Karimi, Papamichail, and Holland (2015) stated that direct or verbal
promotion are the basic methods from which a customer can get adequate information of a
specific product. As a matter of fact, information search is also considered to be an important

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aspect for the customers because they can get feedback or experience from people who are
already using or used the product (Priem 2018). For me, I have got the information of fabled hair
washing machine from one of my fellow patient who had the same back injury as mine. She
suggested me to buy a hair washing machine as it will help me to wash my hair properly.
After that the evaluation of alternatives is always identified as an important aspect for the
customers because they are trying to find out the uniqueness of the product or the value of the
product. I find out there is a Panasonic shampoo robot that is also perform the same task.
However, choosing the fabled hair washing machine is that the Panasonic shampoo robot is for
commercial use only and high price value. On the other hand, the fabled hair washing machine is
for personal use with comparatively limited price. It helps to shape my purchasing decision also
where I can get sufficient information about the product and also a feedback from my friend
(Kim 2019). Those factors are certainly influenced me a lot to purchase the fabled hair washing
machine with worth of money. However, the post-purchase behaviour is also considered to be an
important aspect that will increase my confidence. The service of the product is also good and
flexible enough to convince me to buy the hair washing machine. I am highly satisfied and
delighted enough due to the efficient service quality of the organisation.
Assignment 2
Answer 1
Bubble tea is considered to be one of the popular drink in Malaysia. Due to its immense
health effective characteristics and comparatively low pricing process it becomes one of the
important beverages among the Malaysian people. Therefore, it can be argued that Bubble tea
definitely has a number of opportunities in the Malaysian market. First of all it can be stated that

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as a healthy beverage bubble tea has huge potential to expand its market further. The research of
Pangkey et al. (2016) articulated that there are significant impact of bubble tea on the human
health. For instance, Bubble tea contains tapioca which is a good source of carbohydrates. The
carbohydrates are providing quick energies so that for middle aged people and professional
people the bubble tea certainly has great importance.
Furthermore, it can be articulated that bubble tea is usually easy to prepare that create
high popularity among the cafes and tea shops to put bubble tea in the main menu. The
preparation is very simple and time effective so that it will be easier for the cafes and tea shops
to leverage on bubble tea. In this regard, the article of Hsu et al. (2017) advocated that the easy
preparation of a product can also supplemented enough labourer in the market. In other words,
the easy accessibility of a product or preparing a product helps to get enough human resources
due to its simplicity and naïve approach (Liu and Atuahene-Gima 2018). Therefore, the same
practice can be seen in case of the bubble tea. Due to its high popularity and easy preparation
process, the companies does not have to pay more to the staffs to prepare a unique product. As a
result of that the cost effectiveness of bubble tea makes it more appreciable and easy to carry out
for the cafés and tea shops. As a result of that it can be stated that the role of bubble tea has great
opportunity in the Malaysian market.
According to Fröjdö (2018) the price of the bubble tea is definitely played a pivotal role
in course of making it so popular among the Malaysian drinkers in compare to coffee. The price
of bubble tea is very cheap and there are range of various ranges of bubble tea served to the
customers. As a result of that it can be stated that bubble tea becomes highly popular among the
Malaysian people. Apart from that the taste of bubble tea is very different and better in compare
to other tea flavours and coffee. Therefore, it also provides a unique advantage for bubble tea to

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attract customers in a large scale and becomes more popular in the Malaysian market. On the
other hand, Saesieo (2016) tried to project the increasing opportunity in a different manner and
attached it with the global market. Based on the data, it can be stated that the international bubble
tea demand is growing at a rapid scale from 8.5% rate in 2017-2018. In fact, in the year of 2017
the market value of bubble tea internationally was USD 1945.6 million which is huge and
lucrative for the cafes and tea shops to choose bubble tea as their important product. Therefore, it
has definitely enough exposure into the market and Malaysia is presumably the heart of bubble
tea business.
Answer 2
There are certainly a number of innovative ideas are required in order to make the new
business in bubble tea makes unique and attractive. First of all, it is important to diversify the
product. It means, the bubble tea product has to be blended in different flavours as per the
requirements of the customers. Deligianni, Voudouris and Lioukas (2017) opined that product
diversification is identified as one of the most important aspects that the business organisations
should follow in order to get strategic advantage in the competitive market. Therefore, it will be
an important initiative to provide diverse flavour of bubble tea for the customers.
Apart from that incorporating customers is also an important facet for the new initiative
in order to maximise customers. As per the research of Su and Tsang (2015) in business, the very
nature of the organisation is to focus on the customers and prepare the product as per the needs
of the customers. It will make the customers highly satisfied and maximise their numbers.
Therefore, for the new initiative, customise bubble tea menu will be considered to be an
innovative approach that is unique in compare to the existing tea shops. In the customised bubble
tea preparation the customers can choose their flavours and ingredients of their own choice.

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Besides this, creating a good ambience will also identified as key feature for getting
success in business. Mayer, Stadler and Hautz (2015) articulated that ambience or environment
in cafes or restaurants can draw a clear impact on the psychology of the customers. In different
words, it can be stated that the role of the ambience in cafeteria or restaurants leaves a great deal
of impact on the customers’ minds. It also resulted to create a loyal customer base. Therefore, the
new initiative should be focus on creating a better environment where the customers can spend
quality time with friends and families.
One of the major trend in the Malaysian customer behaviour is that they are fonder of
take away services in compare to sit and drink tea. Therefore, take away service is highly
popularised among the Malaysian customers. As a result of that packaging is identified as one of
the major aspect that the companies should focus in order to bring more effectiveness and
attractiveness in the business. For the new initiative, it is pertinent to emphasis on the easy to
handle packaging so that the customers can drink tea easily when they are shopping. The quality
of packaging and its user friendly approach can also meet the demands of the customers.
Using unique promotional methods will also facilitate a strategic advantage for the new
initiative as most of the tea shops are using limited promotional measures. Dosi, Grazzi and
Moschella (2017) argued that promotion is the ultimate factor that can drive an organisation to
get success in business by using suitable and innovative promotional methods. As a result of that
for the new initiative, apart from social media marketing and promotion, focusing on the
campaigns is also identified as a good promotional technique. It will help to incorporate the local
communities and influence them to visit the shop and buy quality bubble tea.

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Answer 3
Product
There are diverse range of products that the new venture is going to provide to its
customers. There are both traditional and innovative products that can facilitate an effective
measure for the organisation to get strategic advantage. The tradition products are ranges from
milk tea to fruit tea that with diverse range and innovative items. For creating a better menu for
the customers, the new venture is trying to segment the menu into 9 groups. Each of the group is
comprised with a range of products and flavours in terms of milk tea, crafted tea, matcha, fruit
tea, smoothies, sparkling juice, coco, coffee and customised tea. The innovative product is the
customised tea where the customers can order tea as per their own flavours and added flavours
and ingredients of their own. It is identified as one of the important aspect for creating a unique
business strategy for the new venture where the customers feel free to order tea as per their
preferences. As a result of that it becomes an important aspect for the new venture to engage the
customers with the organisational activities and satisfy their needs by providing them the coffee
brand of their own. It can be stated that the product are surely followed the government standards
and offering high quality tea and coffee to the customers. The flavours are also unique that can
make the customers happy and satisfied. Another important aspect is its menu that is particularly
based on different age groups.
Price
Price is identified as one of the important aspect for the organisations in order to bring
more customers into the organisational fold. In this regard, Sam (2017) advocated that the role of
the organisation is to set a better pricing strategy so that it will facilitate a unique value of the
products and penetrate into the market extensively. There are certainly a number of pricing

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strategy that the organisation should maintain. The new venture decides to follow the cost
leadership practice to gain more a suitable place within the competitive market. Wu and Li
(2018) advocated that cost leadership leads to reduce the costs of the production in effort to gain
more market share. As a matter of fact, the consumer orientation is also identified as a unique
characteristics of the cost leadership approach that can satisfy all the needs of the customers by
providing comparatively low price. Based on this perception, the new venture also follows the
path of creating suitable and favourable business environment and helps to penetrate the market
with an advantageous position. Generally, the bubble tea in Malaysian market costs MYR 10 for
each of the flavours. The new initiatives therefore fixed its pricing by MYR 7. Moreover, there
are also premium ranges that the new venture is also puts emphasis in the form of MYR 20-30
for the customised bubble tea. Henceforth, it can be argued that the new venture creates a better
pricing strategy by balancing the price from premium pricing to cost leadership pricing strategy.
Place
According to Světlík (2017) place of an organisation helps to get more customers due to
its strategic location. Therefore, it can be stated that the role of place is definitely have immense
importance in order to get success as a new venture. The objectives and the target customers are
also played pivotal role for choosing the best location. Therefore, it is important for the business
organisation to consider place as an important aspect for achieving success. For this new venture,
it is essential to consider the place as one of the most important aspects. For the initial, the new
venture is decided to open its first outlet in George town, Malaysia. To be more specific, it can
be stated that Jelutong is the chosen place where the new venture is going to establish its first
outlet. The reason behind choosing Jelutong as the best place is that this place has been
witnessing rapid urbanisation since 1990s and currently one of the popular sites for tourists.