MARKETING

Marketing Information and Research: Mountain Boot Company Ltd



Table of Contents

INTRODUCTION1

TASK 012

Organization Product and Services2

Introduction Stage4

Growth Stage5

Maturity Stage6

Declining Stage7

New Marketing Strategies for Mountain Boot8

Service Quality and Business Success10

Positioning Strategies11

Positioning Process12

Positioning Strategies12

COST LEADERSHIP13

Conclusion13

TASK 0215

Questionnaire for Respondents15

TASK 0317

Code of conduct17

Customer database18

Market and customer segmentation19

Bases of Segmentation20

Advantages and Disadvantages Of Different Segmentation Strategies21

TIME LINE24

REFERENCES25

APPENDICES27

Mountain Boot Mountaineering Inc.27

Targeting strategies30

Different Kinds of Targeting Strategies30

Advertise to Target Audience30

Marketing Information and Research: Mountain Boot Company Ltd

Introduction

The report focuses on the three main tasks. Task one discusses the major products and services of the choosen organization. The main purpose of this task is to discuss the customers and potential customer perception about the products and services. Task one evaluates the stages of products along with the new marketing and pricing strategies and positioning of the products in the current market. Task two is based on the questionnaire. This questionnaire focuses on all the questions that are related to the market of the product. Task three discusses the role, application and benefits of the organization. Finally, appendices presents the complete profile of the choosen organization.

TASK 01

Organization Product and Services

For Mountain Boot Company (MBC), it is important to analyze various aspects of market before entering that market in order to understand the trends and buy power of customers in that market. In addition, there are various measures that need to be taken before entering a market or even before taking a step towards business (Wind et al. 2009: 12).

Formally, the development of a marketing strategy involves the diagnostic analysis (analysis external, internal analysis and diagnosis), target settings. Also, the choice of options fundamentally the (target, source volume, positioning, brand) and priority setting before developing a marketing strategy must be assessed (Villanueva et al. 2003: 9). In addition, the formulation and evaluation of the marketing mix is also an integral part of developing marketing strategy a MBC.

For this purpose, as shown in below figure, companies need to analyze and decide various strategies, regardless of the situation in which the MBC is. Such situations may include a new entrant (that is, a new MBC in the industry), a growing firm, maturing firm, or a declining firm. The list of strategies listed in the above figure and requires a separate and in-depth analysis for each of the strategies (Zanias 2004: 601). It is important to understand different strategies that can be taken in different situations of a MBC. These strategies discussed below:

We have distinguished four phases that are introduction, growth, maturity, and decline.

Figure 1: Marketing Strategies [Source: (Steenkamp et al. 2003: 153)]

Introduction Stage

In the introduction stage, there reduced sales and slow growth of a MBC. The creation of demand at this stage fraught with uncertainty and risk, because the Boot is still poorly understood (Srinivasan et al. 2000: 159). Its duration depends on the Boot's complexity, its degree of novelty, and its adaptation to consumer needs and the presence of substitutes in one way or another. The benefits in this stage are negative for a MBC.

When launching a new Boot, marketing management can set ...