Report for Geely International Corporation Article

MK4024

Contemporary Marketing

Assignment:

Report for Geely International Corporation

ID: G20583375

Contents:

Section1. Market segmentation, targeting and positioning intended for the EC7………………….... 3 Section 2 . The Marketing Mixture for the EC7…………………………………………………7 Section 3. The Capabilities of Market-Driven Organizations………………………………11 Appendix A………………………………………………………………………………... 13 Appendix B…………………………………………………………………………………13 Bibliography………………………………………………………………………………... 14

Section1. Market segmentation, targeting and positioning pertaining to the EC7. Nowadays you will find millions of businesses all over the world. Every day they make an effort to bring something totally new in the market to enable them to expand and develop. If the existing organization is trying to new country's market it is important to make a exploration in advance, because some countries have social inappropriateness. Like a marketing director of Geely Auto UK, I have the responsibility to find out where exactly we wants to be. In order to discover the right location I am going to work with few sales strategies, which perform a vital role for virtually any marketer: segmentation, targeting and positioning. To start with it is necessary to determine the portions of the market we are going to unveil to and so we can simply understand the needs and would like of homebuyers in order to increase sales and profits. (Kerin et approach., 2011) We are able to divide UK population in to 3 segmentation groups: 1 . Demographic:

* Salary (nowadays so many people are looking for cars with low price) * Ethnicity (since UK populace drives on the left of the street, most of the people is going to prefer to purchase a car with right aspect steering wheel, yet since Geely Emgrand EC7 is supply by china manufacturer, it has a side steering wheel which might not always be appropriate for some potential buyers) * Friends and family size (many families are looking for four-doors vehicles with comfy saloon which will provide comfortable atmosphere to them and their kids) 2 . Psychographic

* Lifestyle (every person in UK uses different types of transportation and many people prefer to get their own car because his or her lifestyle abounds with activities which in turn need to transportation all the time from place to another) * Principles (here we certainly have different types of persons, somebody may well choose a good-looking car with high speed, others might choose small comfy car or perhaps as the other model we can say that some young adults would like to possess a car to get a status inside the society) three or more. Behavioral

5. Usage price (when person has a car, usually the usage charge is silent high) 5. Loyalty level (customers are very different, somebody may be loyal just to one brand, others might purchase another thing if there is no access to the brand name the consume before, in our case as Geely Intercontinental tries to reveal the UK initially with a new car we need switchers – individuals that switch to different brands quickly (West ain al., 2010). * Profit segmentation (considering the buying the car, people might opt for security or perhaps comfort) Once Geely Intercontinental identified the industry segments you need to choose which of them we are going to concentrate on. Before doing the decision we will analyze few criteria for choosing the target segments: * Automobile market size in the UK. It can be well-developed with plenty of companies which have distinct positions on the market, but every single consumer features his individual preferences thus there is no business which has a complete advantage. So the main point is that Geely International provides a place and opportunity to unveil and develop easily in this country. * Expected regarding the market. Auto market in one of those which in turn does not end to develop and alter, so there is not any risk that Geely Emgrand EC7 will remain at the qualifications due to the fact that all innovations and new records in this industry are within strong focus by millions of people. * Competitive position....

Bibliography: * Datcik. Yu. (2011) Geely Emgrand Ec7 has received five superstars for safety according to C-NCAP. Obtainable from: http://www.autocentre.ua/news/service/geely-emgrand-37648.html (Accessed initial February 2011)

* Time, G. (1994) ‘The Cpabilities of Market-Driven Organizations', Diary of Marketing, 54.99: 37-52

* Kerin, A., ainsi que al (2011) Marketing: The Core. New york city: McGraw-Hill Irwin.

* Pollard. T. (2012) UK 2011 car sales analysis: champions and losers. Available coming from: http://www.carmagazine.co.uk/News/Search-Results/Industry-News/UK-2011-car-sales-analysis-winners-and-losers/ (Accessed 8th January 2012)

5. West, D., et 's (2010) Strategic Marketing: Creating Competitive Benefit. 2nd Male impotence., New York: Oxford University Press.



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