Maruti Suzuki Marketing Strategy Essays

Maruti Suzuki Marketing Strategy Essays-5
It means to concentrate organisation’s marketing efforts on a single segment.

It means to concentrate organisation’s marketing efforts on a single segment.

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Over the last 25 years, Suzuki effectively used an adjacent segment strategy and is a market leader in each segment.

Market segmentation opens the door to multiple market-based strategies and greater marketing efficiency.

This strategy would avoid direct competition with larger firms who are pursuing bigger segments.

This strategy is also known as ‘concentrated strategy’.

For example one-hour photo has lost to digital photo camera, fax servicing has lost to e-mail, pager has lost to mobile phones, and STD booths have lost due to cheaper telecom services.

Single market segment strategy can also be called as ‘concentrated targeting strategy or ‘niche’ strategy.

The primary purpose of this strategy is to capture sufficient volume to gain economies of scale and a cost advantage.

If separate products and programmes are designed for different segments it is called ‘differentiated marketing.

Separating a market into 100% homogeneous segments is really difficult.

Many differences will always remain due to demographics or usage behaviour.

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