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Marketing Analysis For a car hire company
Marketing consists of individual and organizational activities that facilitate and expedite satisfying exchange relationships in a dynamic environment through the creation, distribution, and promotion and pricing of goods, services and ideas (Dibb, Simkin, Pride and Ferrel). The aim of marketing is to make selling superfluous, to know and to understand the customer so well that the product or service fits him/her. (US management guru Peter Drucker) Our company does car hire business and we have branches at the main international airports and 10 major towns in England. And we can offer a range of cars from small (Vauxhall Corsa, Ford Fiesta) up to large (Vauxhall Omega) and a few luxury cars (BMA 7 series and Jaguars). As a Marketing Manager here, in this small essay, I¡¯d like to discuss how to identify the target markets for our range of products/service, and how to develop a marketing plan to market our services to these target markets, as well as detail the steps and the information needed to draw up this plan.
In order to identify the target markets for our range of service, we should use three stages to carry out: segmentation, targeting, and positioning.
Let us discuss it. The bases for segmenting the car hire market can be broken down to four categories: geographic, demographic, behavioral and psychographics segmentation. From a geographic segmentation aspect, staying in today¡¯s UK, the car hire market can be found in almost every town, region, and climate. People will at a lost in today¡¯s world without a car. Therefore we can establish franchises everywhere. According to our company¡¯s present situation, we have the branches at the main ...