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Marketing report

Marketing report
Marketing report

Marketing report

How GeelyEmgrand EC7 four-door saloon should be positioned in market in the UK

Written by: XIE PEIYIN

For: the board of the company many of whom are not familiar with

marketing in the UK.

Date: 14/12/2012

Beyond value

Table of Contents

Table of Contents (2)

Introduction (3)

Findings (3)

1.STOW analysis (3)

2.Market segmentation, targeting and positioning for the EC7 (5)

2.1market segmentation (5)

a)Demographic profile (5)

?Age (6)

?Gender (6)

b)Socio-economic (7)

c)Geographic (8)

2.2market targeting (10)

2.3market positioning (11)

3.Marketing mix (12)

3.1product (12)

3.2Price (12)

3.3Place (13)

3.4Promotion (13)

4.The capabilities of market-driven organisations (13)

Conclusion (16)

Recommendations (16)

References (19)

Appendix (22)

Introduction

China is the world’s largest auto market and therefore many of the auto giants hope to have a piece of share in the Chinese market, and, therefore, in China, the autonomous vehicle brand struggling in domestic development, market share is declining, explore away market has become one of the Chinese automobile brand development path. While Geely it is also not exceptional. This report analyses the Geely EC7 into the UK market environment and auto market analysis in UK in addition, this report are including SWOT analysis, market segmentation, market targeting and positioning for the EC7 in the UK market. It also included the marketing mix of EC7 in the UK auto market. The purpose is to make detailed marketing report for the board of the company many of whom are not familiar with marketing in UK.

Findings

1.SWOT analysis

2.Market segmentation, targeting and positioning for the EC7

2.1M arket segmentation

a)Demographic profile:

?Age: One of the major differences within the consumer market

isthe preferences of older and younger consumers when it comes to buying a car. Older drivers are more inclined to be less interested in features such as brand image, styling/design and speed/power and more interested in more practical features. In particular older drivers, namely those 55+, are strongly inclined to look for safety features as well as reliability, warranties, fuel consumption and comfort. Young drivers, and especially those aged 16-24, have an especially strong interest in styling, so might be more inclined than any other age group to look at the visual side of a car (Mintel a,2011).

?Gender: Men and women look for different factors when purchasing the car. Men and women have different preferences towards particular car features. Women are more inclined to look at practical features, while men at more nebulous features such as branding.Women, in particular, are more inclined to seek out features related to the purchase and running of a vehicle such as its price, safety aspects and the cost of insurance. Men, by contrast are more likely to look at more general qualities of a car such as it build quality, speed/power and brand or image (Mintel b,2012).

b)Socio-economic:“The much-expected recovery of the new car market

following the recent recession has failed to materialise. Cautious consumers have in many cases opted to delay the purchase of a vehicle or buy used. For manufacturers and dealers, the result is ever more intense pressure to ensure that they fully understand the needs and desires of buyers.” Said by Neil Mason, Head of Retail Research.

‘The Society of Motor Manufacturers and Traders (SMMT) reports showthat new car registrations fell 24.8% in May 2009 to 134,858 units. However, this fall marks an improvement on earlier months of the year. To date, the UK new car market in 2009 is 27.9% smaller than last year –a significant shrinkage of some 289,598 cars’(carmagazine,2009). In addition, The British car manufacturers and Dealers Association (SMMT) data shows, November UK registrations of 149191, annual 11.3%, the main benefit from private market

demand increases, increases slightly lower than in October 12.1%.The first 11 months of the new car accumulative total sales volume 1921052, annual 5.4% litre (finance,2012). Therefore, as the lowest socio-economic groups may want different products than the higher classes any may not be willing to pay more.

c)Geographic: as the chart shows, 2011 total new car registrations

across the UK, we can see that theUneven distribution in Isle of Man, North West and Northern Ireland, there was less new car registrations in 2011, which was -17.1%,-14.4% and -11.7%. While in the West Midlands, there were 10.8% of new car registrations, and 249.396 new car registrations across the West Midlands in UK in 2011.

It means that West Midlands has more people purchasing cars than the other place in the UK.

Source: SMMT

Source: SMMT

2.2M arket targeting:

?Beginner

?Young men 30-39 years old accounted for 50% or more

?Occupation: self-employed owner / small business owners, organ section-level cadres, corporate middle managers and senior technical staff

?Marital status: Most married with children.

?Function: balance between work and life

EC7 is stable in the BMBS and 6 airbags and other safety features, a

full range of care, which is suitable for the beginner to drive. In addition, it high-light the doctrine of the design concept, the aesthetic needs of the target group that EC7 bring the interests of the consumer’s commitment to help consumers to continue to a higher goal, new heights of success in life. It also suitable for those were mature, steady and confidence consumers, which is to show the EC7 consumer successful professionals heroic bearing and the glory after success, causing emotional resonance.

2.3M arket positioning

?Competitive advantage:Appearance (i.e. the first impression) have obvious advantages, in all 5 race car "the highest proportion of preferred / end choose the lowest percentage". Function & configuration have good performance, in succession produce proportion and rising slightly.

?Competitive disadvantage:EC718 key weakness is the brand;Secondary short board is interior.

Japanese, German and U.S. Department of brand in the science and technology, forge ahead or trendy, extreme value area with strong competition from competition, and the difference between brand positioning, Geely to establish a "quality" and "service" on the basis of value, it can be "affinity" and "style" value orientation differentiation.Formation of brand value set, and phaseddeduction,at

last, it will be ultimate realization of ‘Value for money’ for the brand positioning.

3.Marketing Mix (4P)

3.1.Product: From the view of competitive brand positioning, the brand

of Japan, German, American which in technology, keep forging ahead or in fashion that have strong competitiveness. In the brand level, Honda’s continuation of the core value of brand is the qualit y, technology and reliable. And Toyota is one principle runs through it all, which are quality, service and technology. While Buick’s core value always around the American spirit and elite culture to create intimate service. However, with competition from the difference between brand positioning, Geely EC7 on the basis of a ‘quality’ and ‘service’, is to establish an ‘affinity’ and ‘fashion style’ of value form and make differentiation.

3.2.Price: From the surveys(Mintel, 2009) show that the c onsumers’

choice of car brands begins with the economic fundamentals: price, reliability and fuel consumption. Therefore, the price should be positioning in most people can accept and are willing to pay the amount of the level to buy a car, no longer will take up most of their income levels above. So, Geely pricing should be not more than 10000 pounds.

3.3.Place: Geely Automobile Company's British headquarters will be

located in Coventry City, and with MBH subsidiary London Taxi Company (The London Taxi Company) shared the headquarters base.Geely in Britain will be in accordance with the rover dealer Rover routines before established sales and service outlets, and other brand stores and small regional groups shared distribution shop.

3.4.Promotion: Can make use of advertising in television or brochure on

advertising

?Public opinion warfare - preheating period, brands and product line, focused on creating brand awareness.

?Psychological warfare –on the market period, focus on dissemination of product information, open sales situation.

?Marketing - sales period, motion integration of communication, promote product sales.

4.Capabilities of market-driven organisations

?Marketing mix must have sufficient resilience: Marketing mix as the enterprise marketing management controllable factor, generally speaking, the enterprise has sufficient decision-making power. For example, enterprises can according to the market demand to determine the product structure, develop competitive price, choose the most appropriate sales marketing channels and media. However, the enterprise does not exist in a vacuum to make the market marketing combination. With the market competition and customer demand characteristics and changes of the external environment, must be on the marketing mix, at any time to correct adjustment, so as to maintain the competitiveness.

Overall marketing mix to the external environment must have sufficient resilience and sensitive strain capacity (mbalib,a,2012).

?Understanding of the new consumer: In 2000, the United States well-known consumer psychologists Lewis and brig in its "new consumer" in one book put forward "new customer" this one brand-new concept.Lewis and Blige (2000) think, new and old customers consumers by the difference between the far beyond people's imagination, in different countries and cultural environment of the old consumer impact is enormous, but to

new consumers this influence is very little. However, new consumer s’appear to redefine the meaning of consumer and market, the traditional marketing strategy and according to age, gender or income market segmentation methods cannot effectively play the role of.In this day and age, time, attention and trust are the social resources, they are not spontaneously exist in the market, but in the new consumers.Living in such thenew economic era which can quickly and easily get to meet the basic needs, the new consumer concern is not only to meet the basic needs, they will focus on some new, unique and distinctive products and services.Therefore, mass production and sales of goods will be refused by new consumer, they tend to choose the high reliability of the products and services.Baker(2003) said that the consumption today is about the satisfaction of consumer wants and desires rather than the fulfilment of consumer needs. For example, Mobile phone industry form should be attributed to Motorola technical contribution.And let the mobile phone be a full of expectation in the industry, the credit goes to Nokia and Samsung on consumer behaviour research.However, whenever a new mobile phone appears, but it is a new ring, a shell, a new image, is enough to attract consumers to scramble for new.On the new

consumers, not to create the look, the surprise industry will be

no hope of industry(mbalib,b,2012). So, related to ‘the

capabilities of market-driven organizations’, Geely should be has

the distinctive capabilities to satisfy the consumers wants and

needs. This is a key success factor while Geely are going into the

UK market.

Conclusion

In a short conclusion, in this report, it analysis the SWOT of the Geely in part one, and analysis the market segmentation, market targeting and positioning for the EC7 in part 2. In part 3, it critically appraise the recommendation in relation to ‘the capabilities of market-driven organisations’ and make clear understand of the new consumer as well.

Recommendations

?First of all, Geelymarketing should provide relaxed shopping environment for new consumers,because of lack of time will make consumers in the crowded shopping environment stress and tension.Therefore, in order to make the shopping environment is comfortable, the businessman to the extensive application of new technologies, so that the shopping activities more quickly, such as accelerating the development of electronic commerce, increase

business hours, so that the new consumers in any place, any time all can shopping easily; on the other hand, should train a number of high-quality marketing and service personnel, through their high-quality service to avoid consumer queuing, and guide consumers to find the products they need.

?Secondly, if Geely want to convince new customers to attract their attention, businesses should be properly set their own advertising and marketing strategy.The explosion of the information age, new consumers, especially under 30 years of age, the new consumer good emotional skills were honed their reorganization of the spiritual experience of time and space, prefers fast, realistic, complex picture.Therefore, in the face of new consumer television advertising should expedite the lenses switching frequency.This Visual form on the challenge can help attract new consumers ' attention, make them memorable.In addition, the new consumers despite the lack of time, but there was a time in his life the same, such as in the bathroom, the station waiting room, airport lounges and other places to spend time, businesses can thus targeted advertising.To do so, can cause consumers to focus on advertising on these special occasions, on the one hand is able to communicate with consumers in place (xiaogushi,2010).

?At last, by giving the new consumer satisfaction with the value to

increase their confidence. Because of new consumers with a high expectations and meet the instant need for behavioural characteristics, when they decide to spend their hard-earned money, they're very picky. Therefore, to win the new consumer trust must make them extremely satisfied. When Geely consumers are looking in the car, they will think: "my new car must be cheaper, but also to value! And "overbalance". Some people would say: 'we must fit my personality, give me some different feeling." As well as Geely, It can make consumers feel like in which the body is, so that the new consumer here is not just to buy a car, but more like in the comfortable environment to relax and enjoy and also make them feel that them get what they want and satisfy their needs.

References

Carmagazine(2009). ‘May 2009: UK new car sales and trends analysis’. Available at:

Accessed at: 4 December, 2012.

Finance(2012).‘November UK registrations rose 11.3% year-on-year continued’. Available at:

Accessed at: 10 November, 2012.

Geely(2012). ‘company profile’. Available at:

Assessed at: 25 October, 2012.

Mbalib (2012). ‘marketing mix’. Available at:

Accessed at: 12 December, 2012.

Mintel(2011).‘The Consumer –Key Considerations When Car Buying’. Available at:

Accessed at: 10 December, 2012.

Mintel(2009).‘Car Brands - UK - July 2009’. Available at:

Accessed at: 2 December, 2012.

SMMT(2012).‘Headline facts: UK automotive’. Available at: Assessed at: 1 December, 2012.

Susan Baker (2003). ‘New consumer marketing’.Published by John &Sons Ltd, The Atrium, Southern Gate, Chichester, West Sussex PO19 8SQ, England in 2003.

Xiaogushi (2010).‘The new consumers and marketing strategy’. Available at:

Accessed at: 5 November, 2012.

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