MGT301 GDB SOLUTION
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Total Marks
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20
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Starting Date
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Friday, June 14, 2013
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Closing Date
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Tuesday, June 18, 2013
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Status
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Open
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TOPIC: “MARKET SEGMENTATION; A BASIS TO RE-GAIN MARKET SHARE”
LEARNING OBJECTIVE:
The primary objective is to generate a discussion on market segmentation and its impact on market share.
LEARNING OUTCOME:
Students will understand how market segmentation is used as a basis to capture huge market share and customer base.
Q MOBILE; A COMPETITOR OR DETRACTOR:
Nokia is the Finnish multinational company founded in 1871 and the largest vendor of mobile phones providing its services in more than 120 countries. Nokia had the biggest customer base around the globe and is the market leader since many years but with the growing technology and due to vendors of smart phones, Nokia is facing declining market from last five years. Competitors came with latest technology, attractive features, innovative designs with lowest prices thus, attracted large chunk of customers. The entrance of HTC, Apple and iphone in Pakistan has damaged Nokia customer base. The android technology led by iphone and HTC
POINT OF DISCUSSION:
How Nokia can re-gain (دوبارہ حاصل- dubara hasil) its market share? Give at least three suggestions and support each suggestion with solid argument(s).
SOLUTION
RememberBer this is just hit, please doNt copy past
Market Segmentation
by Jerry W. Thomas
When the term “market
segmentation” is used, most of us immediately think of psychographics,
lifestyles, values, behaviors, and multivariate cluster analysis routines.
Market segmentation is a much broader concept, however, and pervades the
practice of business throughout the world.
What is market
segmentation? At its most basic level, the term “market segmentation” refers to
subdividing a market along some commonality, similarity, or kinship. That is,
the members of a market segment share something in common. The purpose of
segmentation is the concentration of marketing energy and force on the
subdivision (or the market segment) to gain a competitive advantage within the
segment. It’s analogous to the military principle of “concentration of force”
to overwhelm an enemy. Concentration of marketing energy (or force) is the
essence of all marketing strategy, and market segmentation is the conceptual
tool to help achieve this focus. Before discussing psychographic or lifestyle
segmentation (which is what most of us mean when using the term
“segmentation”), let’s review other types of market segmentation. Our focus is
on consumer markets rather than business markets.
Geographic Segmentation
This is perhaps the most
common form of market segmentation, wherein companies segment the market by
attacking a restricted geographic area. For example, corporations may choose to
market their brands in certain countries, but not in others. A brand could be
sold only in one market, one state, or one region of the United States. Many
restaurant chains focus on a limited geographic area to achieve concentration
of force. Regional differences in consumer preferences exist, and this often
provides a basis for geographic specialization. For example, a company might
choose to market its redeye gravy only in the southeastern U.S. Likewise, a
picante sauce might concentrate its distribution and advertising in the
southwest. A chainsaw company might only market its products in areas with
forests. Geographic segmentation can take many forms (urban versus rural, north
versus south, seacoasts versus interior, warm areas versus cold, high-humidity
areas versus dry areas, high-elevation versus low-elevation areas, and so on).
These examples also reveal that geographic segmentation is sometimes a
surrogate for (or a means to) other types of segmentation.
Distribution Segmentation
Different markets can be
reached through different channels of distribution. For example, a company
might segment the “tick and flea collar” market by selling the product to
supermarkets under one brand name, to mass merchandisers under another brand,
to pet stores under another brand name, and to veterinarians under yet another
brand name. This type of distributional segmentation is common, especially
among small companies that grant each channel a unique brand to gain
distribution within that channel. Other examples of distributional segmentation
would be an upscale line of clothing sold only in expensive department stores,
or a hair shampoo sold only through upscale beauty salons.
Media Segmentation
While not common, media
segmentation is sometimes a possibility. It is based on the fact that different
media tend to reach different audiences. If a brand pours all of its budget
into one media, it can possibly dominate the segment of the market that listens
to that radio station or reads that magazine. Media segmentation is most often
practiced by companies that have some control over the media and can somehow
discourage competitors from using that media.
more on Handout lecture# 17
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