essay 参考范文

Cover page

Critical analysis of the importance of marketing strategies and

market research

Introduction

Whether business enterprises can be successful or not in the process of marketing, it is largely dependent on the marketing strategies and market research. The main product of the company is to offer customers amazing tart. The taste is original with strawberry or yellow peach. The price of tart is also reasonable. Each tart weighs 60P and ￡ 1 can get two tarts. In order to have better taste, tea milk is available at price of ￡1.2 per cup. The marketing strategy takes advantage of the marketing mix: product, price, place and promotion. The approach to marketing is produce orientation, and the marketing strategy is mass marketing. Market research of the similar products in the same industry has been conducted, and the target audiences are those young people, especially the students.

New product development

If a product has gained popularity among customers, does it need to launch other new products? The answer is positive, and there are many reasons accounting for the launch of new products onto the market. People are easily tired of the product in food industry, especially after they have tried them for several times. Tart is often regarded as the small dessert after a meal or snacks when people are hungry. If the tarts are made with the same flavor, they c an hardly draw customers’ attention when new flavors have been launched by other enterprises. In such case, it is vitally important for companies launch new products onto the market. To put it in another way, it is the competition coming from competitors t hat the companies have to launch new products to attract customers’ attention (Cooper and Kleinschmidt, 2011). On the other hand, the product life cycle is another reason why companies launch new products. Nearly all products have their life cycle. Whenever a product has been launched to the market, its amount of sales and profits will be changed over time, much like the life of human beings (Mahapatra et al., 2012). When a product is launched to the market, it will be replaced by other products which might be the products made by the same company, or made by its competitors. It is the natural process of the product, so nearly all companies have to accept the fact that no matter how popular the product is, it will be replaced by others. Therefore, the new

products with new flavor will quickly take up the market share if the flavor is accepted by customers.

Food industry is not like other industries, for people are always seeking for better taste of food. It is true that a certain special taste will easily make customers unforgettable, but if there is food with better taste, the customers will play the role of advertisers free of charge. How to attract the customers’ attention and obtain their approval is the key to successful marketing activities (Kim and Atuahene‐Gima, 2010). For companies, especially food companies, constant launch of new products will enable the customers to have different experiences. For instance, some customers like strawberry tart, while other like yellow peach tart. Besides these two flavors, the tart can also be made with other flavors, for different people have different favors. Launching new products is a way for companies to defend their market position. Although it is impossible for food products to be accepted by all customers all at once, the products can be accepted by a majority of people, and those people are enough for the companies to remain its market position to a certain extent. From this perspective, the marketers can make investigations among young people, especially the students. The tart stores are often located near schools, so the students’ favors should be carefully studied so as to launch new products.

Another reason for launch new product is that the companies have to keep its reputation alive in its customers’ m ind (Hart and Tzokas, 2010). It is not difficult to find that some products have been well-known by customers, but the marketers still invest large amounts of money for the new products newly launched to the market. The reason is simple, because if a company does not make innovations and changes, the customers will easily forget its product, especially after its competitors launch new products with new flavors. Therefore, the customers and the company itself are both the driving forces of launching new products onto the market.

The factors that determined the success of the marketing

The success of the marketing is not by accident, for there are many factors contributing to it. The unique selling position of the tart has made it different from its competitors, and differentiation is the key to the success marketing (Animesh et al., 2011). Although the

competitor GLAZEY LOOPS also provide customers with similar products and have special designs for the valentines’ day, and it has both English and Chinese langu age for promotions in order to attract more customers, it has neglect one important thing. GLAZEY LOOPS only gives telephone numbers for the promotions without any information about the product. On the contrary, the advertising poster of the product in my company has clearly told the customers some key information of the tart, and the specific discount. Due to the fact that the target audiences of the tart are the young people who have not make money by themselves, the price is relatively low. Therefore, nearly everyone can afford it. In the meantime, there are two different tastes available at present. If the customers have good feedbacks of the product, more tastes will be launched in the following days. In such case, products will not be launched blindly, but instead according to the customers’ feedbacks.

Another factor that determined the marketing success is the advantage taken from the new resources: We Chat. If the customers want to know more information about the amazing tart, they can scan QR code. A majority of We Chat customers are young people who are curious about everything new, and they have a lot in common (Pride and Ferrell, 2011). More importantly, these customers can communicate with one another about the taste of the amazing tart. Because the tarts are usually sweet, the customers might have the need of buying some drinks. The cups of tea milk are available, so the customers can both buy the tart and drinks together. The promotion in marketing mix has carefully designed before the launch of new product. There are a great number of coupons having been handed out to the customers, and if those customers coming to the store to buy both tart and drinks, they can pay less money. The post has stated that if the customers buy four tarts together, they can get one cup of tea milk free of charge whenever they show their discount coupon. This promotion strategy has turned out to be very successful. Because the price of tart is not high, and the more tarts the customers buy, the less money they will pay for each tart individually. In addition, customers’ needs are valued very importantly by the store. Each of the customers can give their feedbacks with their advice and suggestions on a piece of paper. The store managers will collect these suggestions and will have meetings to discuss how to improve the services and the flavors of the tart and milk.

Conclusion

In conclusion, this report has assessed the marketing success of the business enterprise whose main product is the tart. It has briefly illustrated the marketing strategy and the main target audiences of the product. Then it has explained the reasons why companies launch new products onto the market. It has found that the competition, the product life cycle and the purpose of defending market position, as well as reputations are the major driving forces for the new products launching. Finally, it has examined the factors that determined the marketing success: differentiation, resources of new technology, and carefully designed promotion strategy on t he basis of customers’ needs.

References

Animesh, A., Viswanathan, S. & Agarwal, R. (2011) 'Competing “Creatively” in Sponsored Search Markets: The Effect of Rank, Differentiation Strategy, and Competition on Performance', Information Systems Research, 22 (1), pp.153-169. Cooper, R. G. & Kleinschmidt, E. J. (2011) New products: The key factors in success.

Marketing Classics Press.

Hart, S. & Tzokas, N. (2010) 'Launch Strategies and New Product Success', Gaining Momentum: Managing the Diffusion of Innovations, 15, pp.121.

Kim, N. & Atuahene‐Gima, K. (2010) 'Using Exploratory and Exploitative Market Learning for New Product Development*', Journal of Product Innovation Management, 27 (4), pp.519-536.

Mahapatra, S., Das, A. & Narasimhan, R. (2012) 'A contingent theory of supplier management initiatives: Effects of competitive intensity and product life cycle', Journal of Operations Management.

Pride, W. M. & Ferrell, O. C. (2011) Marketing. South-Western Pub.

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Expository Essay Sample

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essay 的格式

标题页 给所写文章起一个合适的标题 格式居中，二号字体，TIMES NEW ROMAN，加重

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