Marketing Management Challenges in the Omani Personal Computer Market

This report presents a comprehensive case study of the Omani personal computer market, focusing on marketing management principles and challenges. It begins with an introduction to marketing management, emphasizing its role in understanding target markets and meeting consumer needs. The report then delves into the specific issues faced by digital marketing companies in Oman, including consumer behavior, brand recognition, competition, and product positioning. A significant portion of the analysis is dedicated to consumer behavior, exploring psychological, personal, and social factors that influence purchasing decisions within the Omani market. The report also examines the marketing mix (product, price, place, and promotion) and its impact on sales and profits. Furthermore, it highlights the importance of competitor analysis and the need for companies to adapt to dynamic market conditions. The report concludes with recommendations for marketing managers, emphasizing the need for strategic adaptation and market research to meet consumer demands effectively. The report underscores the importance of understanding the evolving needs of consumers and providing valuable products and services to gain a competitive advantage in the market.

MARKETING
MANAGEMENT

Table of Contents
SECTION 1......................................................................................................................................1
INTRODUCTION.......................................................................................................................1
SECTION 2......................................................................................................................................1
SECTION 3......................................................................................................................................2
SECTION 4......................................................................................................................................4
SECTION 5......................................................................................................................................5
RECOMMENDATION..............................................................................................................5
CONCLUSION...........................................................................................................................6
REFERENCES................................................................................................................................7

SECTION 1
INTRODUCTION
Marketing management is an art of adopting target markets and getting customers by
creating valuable products for them. It is the process of determining as well as producing goods
and services which can meet needs and wants of buyers. In business organisations, it gives
attention towards practical applications and methods with are used in promoting merchandise of
the company (Peter and Donnelly, 2011). The present report is a case study of Omani Personal
Computer market; it deals in . In this assignment there will be discussion on various marketing
theories. In digital market, there are some issues faced by business entities, such as – consumer
behaviour, brand recognition, acceptance and positioning are also going to be described below.
There will be describe critically evaluation of these issues are also explained in this
documentation. It also includes an analysis of marketing mix of digital market and its impact
upon sales as well as profits of the company.
SECTION 2
In today's dynamic environment, there are many issues and challenges faced by digital
marketing companies. Because it is an industry that is rapidly changes. Digital marketing is a
new method of merchandising that renders new opportunities to firms as they can do their
businesses in competitive market. Now people, also want to work with upgraded and new
technologies. But there are some major of this market, such as- customers behaviour or
perception, brand recognition, competition and positioning. Along with this, as we know that
consumers buying behaviour is changed day by day, they are spending too much in order to
adopt new technologies and inventions (Leonidou and Leonidou, 2011). With the help of
internet, consumers also get more aware about the uses and advantage of adopting information
technology. In past, if a company set some goals and objectives with customers; it is hard to
achieve them. Because technology has changed and buyers are also raised their exceptions. For
instance- as a business, the organisation have to develop its production methods and tools. Apart
from this, in these days there are many competitors which impact upon growth and success on
computer software companies, for example- AFI infotech is a software solution company of
Oman. As it face various challenges and issues in competitive market, like – if rivals offer
products on lowers to the customers so that the marketing strategy of the firm will go on stress.
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This can also put a huge impact on market position as well as reputation of the business
organisation.
Apart from brand recognition is also a big issue for many companies, it means that if the
firm has no social media presence as it cannot reach towards a wide range of buyers. Because
many of them buyers are connected with social media and online site where they can easily gain
knowledge about what they need to purchase. Whereas acceptance and positioning is the issue in
which marketing department of the company creates market image of their product as it become
more intended among customers.
SECTION 3
As per above mentioned all issues, consumer behaviour is the major problem that is faced
by business organisations increasingly. It is the study of groups or individuals so as companies
can fulfil their requirements in an effective manner. Along with this, consumer behaviour is
related with social as well as economical factors which influence purchasing power of customers
in potential target market (Lee and Carter, 2012). In Omani personal computer market, consumer
behaviours is concerned with pre-purchasing and post-purchasing activities. In order to know
customers needs and wants, companies have to effective marketing strategies to make better
commercialisation campaigns. These enterprises have to make an adequate understanding of new
and innovative technologies, it should also be well financed for achieving commercial success in
target markets.
There are given some factors that impact upon consumer behaviour, such are stated as follow: - Psychological factors- It involves consumer perception as well as the demand of
situation. Psychological factors also consists the ability of an individual. In the marketing
of information technology, each person will behave as per his or her knowledge and
attitude so as marketers have to regulate some campaigns as they can appeal to large
number of audiences. Personal factors- It included that how unique habits, personal interests, decisions and
opinions impact upon buying power. Demand of the customers will affect the area where
he or she lives and where he or she work (Mudie and Pirrie, 2012). Personal factors also
refers that decisions and viewpoints of buyers are also persuaded by background, gender,
age, culture etc.
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 Social factors – These components has a vital impact on customers perception. These
factors include an individual's family and their social interaction. It involves a person's
social status, i.e. his or her income level, education and living standard. Sometime high
earning also effect needs and demands of buyers.
In order to understand consumer behaviour, managers needs to adopt marketing mix. This
will help them in accomplishing goals and objectives of the company in an effective manner.
There are given following marketing mix of contemporary marketing theories, which are
helpful in recognising the consumer behaviour, that are stated as follow: - Product – It consists with the goods and services for which customers will pay. In Omani
Personal computer market, business organisations have to provide effective products and
items to their customers so as they can maintain their position in competitive market.
Along with this, there are many new tools and technologies are generated in market,
business needs to adopt them as they can get more customers from target market
(Michaelidou, Siamagka and Christodoulides, 2011). They must ensure that right kind of
product is produce by company and it is able to satisfy needs and wants of individuals. Price – This marketing mix concerns with the amount which is paid by customers in
order to enjoy products and services of the company. In addition, price is an important
factors which determines that firm is gaining profits or not. Pricing policy of Omani
computer market is able to give shapes the market image of the company. Many
industries are providing better quality services with efficient technologies so as customers
can easily attracts towards them and for which they are ready to pay any amount. Now a
days, the main motive of buyers is to adopt new ways and methods as they can survive in
this competitive world. Place – it is also an important factor that will impact upon consumer behaviour as well as
their perception. Right distribution of products and technologies is a very essential part of
market growth and success of the company. Product positioning is accessible in
collecting potential buyers towards company; so as computer software companies needs
to find a place where their product is needed and it can easily popular among customers
(Grönroos, 2011). A place is also related with the intermediaries by which products are
moved from its retailers to customers. In order to gain maximum profits many companies
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prefers online marketing as to sell their products. This will also assistive in accessing to
target customers.
 Promotion – It encompasses with all the efforts and activities which are undertaken by
marketers. Promotion helps as companies can inform their users about their goods and
services. Additionally, it also attracts and motivates buyers to purchase the trades of the
computer software market. Business industries needs to adopt effective promotional tools
and technologies, for example they can conduct marketing campaigns, personal selling,
direct sales and door to door sales in order to bring wide range of people from
competitive market.
According to Vargo and Lusch, (2011) software companies should implement a research
on consumer behaviours so as they can easily produce those products which can satisfy desires
and expectation of potential customers of the company. In order to get effective outcome of
marketing research business organisation have to spend more money on their investors or
researchers. Apart from this, Michaelidou, Siamagka and Christodoulides, (2011) says that
companies also have focuses on competitor analysis as it can gain more information about
marketing strategies and policies. In external market, rivals affects the market of the company.
There are number of competitors that are in present market. Different strategy and policies that
are formulated by them affcet company in negative manner. It is important for the organisation to
consider such plans and techniques of rivals in their planning so that their business can not be
affected in adverse manner. It has impact over the consumer behaviour and choice of customers.
Due to this, people have choice to move other services and product.
SECTION 4
As per the above analysis, I found that there are many key issues and problems affects on
marketing management of companies. I also studied that these difficulties reduces performance
as well as productivity of the business entities as they cannot deliver sufficient trades to their
competitors. Some major that I identify are stated as- consumer perceptions, competitors, brand
recognition and positioning. Sometimes it is not possible to business organisations to know all
their customers in effective manner, so as they need to regulate a market evaluation as to deal
with buyers in adequate way. In addition, consumerism is an emerging affair; it promotes
purchasers oriented tendencies. Business owners and marketers needs to identify their offering
products and services which are in demand (Merrilees, Rundle-Thiele and Lye, 2011). They also
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need to promote active advertising of their goods this will impact buying behaviours of
customers and increases sales of the company in company in competitive market. In this ever-
changing dynamic world, people are preferred to purchase quality goods so as managers tries to
do same.
Consumer behaviour is also helpful in providing experience to customers as they can use
new and innovative things. Value added products and services are responsible in order to provide
market advantages to people.
Apart from this, in external market there are many substitutes of one product are
available in market; it increases competition among their owners. Due to competition, managers
are forced to reduce their prices in order to stay in market. Through which, companies cannot
achieve their sales goals and objectives; this is affect their financial condition. Additionally,
competition is a major gospel of business and market economies. But the main advantage of
competition, as customers can gain quality goods and services. Business organisations uses
effective tools and techniques of production in order to create competitive advantages at
marketplace.
Brand recognisance is also an important that is faced by business organisation in Omani
Personal Computer market. Along with this, it is essential for managers is to create brand
awareness because it is the general reason of rebranding. For that they need to adopt diverse
pricing strategics in order to maximise sales and profits. Business owners also have to develop
their logo and sign by which customers can easily attracts towards them. In order to increases
brand awareness so as buyers can get more knowledge about uses and advantages of products.
SECTION 5
RECOMMENDATION
As per this research, I recommended that marketing managers have to adopt all new
techniques and strategics so as they can adopt a wide range of buyers in competitive market. I
think that the area of information technology is very spread so as it is essential to understand the
needs and wants of customers and provide them products accordingly. Along with this, I also
comment on various which are generally faced by owners of IT industry; they need to conduct a
market research in order to satisfying their all desires in sufficient manner.
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CONCLUSION
Form the above case study, it has been founded that, marketing management is the
necessary aspect that provides growth and success to business organisations. The present
assignment is based upon Omani computer market that sell various computer software. The
report focuses on needs and wants of customers that are rapidly changed due to new techniques
and tools. These organisations are faced many challenges and issues, such as – consumer
behaviour, buyers perception, competition and brand recognition. In this report, there is
described various marketing theories, which have to adopt by the organisations as to extend their
sales and profits. A critical evaluation is also conducted in the report that gives solutions that
how to resolve these issues and problems.
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REFERENCES
Books and Journal
Grönroos, C., 2011. A service perspective on business relationships: The value creation,
interaction and marketing interface. Industrial marketing management. 40(2). pp.240-
247.
Hanna, S. and Rowley, J., 2011. Towards a strategic place brand-management model. Journal of
Marketing Management. 27(5-6). pp.458-476.
Lee, K. and Carter, S., 2012. Global marketing management. Oxford University Press.
Leonidou, C. N. and Leonidou, L. C., 2011. Research into environmental
marketing/management: a bibliographic analysis. European Journal of Marketing.
45(1/2). pp.68-103.
Lusch, R. F. and Webster Jr, F. E., 2011. A stakeholder-unifying, cocreation philosophy for
marketing. Journal of Macromarketing. 31(2). pp.129-134.
Merrilees, B., Rundle-Thiele, S. and Lye, A., 2011. Marketing capabilities: Antecedents and
implications for B2B SME performance. Industrial Marketing Management. 40(3).
pp.368-375.
Michaelidou, N., Siamagka, N. T. and Christodoulides, G., 2011. Usage, barriers and
measurement of social media marketing: An exploratory investigation of small and
medium B2B brands. Industrial marketing management. 40(7). pp.1153-1159.
Mudie, P. and Pirrie, A., 2012. Services marketing management. Routledge.
Peter, J. P. and Donnelly, J. H., 2011. Marketing management: knowledge and skills: text,
analysis, cases, plans. Plano: Business pub., INC.
Vargo, S. L. and Lusch, R. F., 2011. It's all B2B… and beyond: Toward a systems perspective of
the market. Industrial marketing management. 40(2). pp.181-187.
Online
WHAT IS MARKETING MANAGEMENT?, 2017. [Online]. Available through:
<http://www.topmanagementdegrees.com/what-is-marketing-management/>. [Accessed
on 10th August 2017].
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