基于两个案例保洁肯德基的市场细分理论研究Word文件下载.docx

基于两个案例保洁肯德基的市场细分理论研究Word文件下载.docx

《基于两个案例保洁肯德基的市场细分理论研究Word文件下载.docx》由会员分享，可在线阅读，更多相关《基于两个案例保洁肯德基的市场细分理论研究Word文件下载.docx（13页珍藏版）》请在冰豆网上搜索。

PMM1002 

（PMPManagement1-5）

Tutor:

DebbieBall

StudentName:

JasonHaiyuWang

ICWSID:

WAHYP01

WordCount:

3231

SubmissionDate:

March17th2010

Thisessaywouldmainlytalkabouttheconceptsofmarketsegmentationtheoriesandtrytoevaluatethosetheoriesbasedontwopracticalcasestudies.

ThefirstcasestudyisaboutthepracticeofProcter&

Gamble,whousemarketsegmentationtomanagetheirproductlineinonespecificcategory–skincareproduct.ThesecondcasestudywouldtrytoanalyzethathowKFC,aglobalfranchiseroffast-foodrestaurant,designnotonlytheirproductsbutalsocommunicationactivitieswiththeircustomersbasedontheimplementationofmarketsegmentation.

Allconclusionsofthosetwocasestudieswouldbebasedonobservationandlogical,reasonableassumptionduetothatitisverydifficulttoacquiredirectinformationorevidenceaboutorganizations’marketingstrategy.Thisfactcouldleadtotheconsequencethattheobservationcouldbemisunderstoodormisinterpreted,whichwouldaffectthecreditabilityofthisresearch.Furtherstudywouldbeneededifthosetwocasestudiesaretakenaspositiveexampleforpractice.

Furthermore,inthesecondcasestudywhichisaboutKFC,lotsofobservationwasbasedonthepracticeKFCconductedinChinamarket.ThereasonofthisisthatprobablyChinaistheonlymarketwhereKFCholdadvantagesagainsttheindustryleader–McDonaldanditshowedsignificantlystrongercompetentinChinamarketthanitdidintheothercounties.

Duringanalyzingthosetwocasestudies,itisunavoidabletogetinvolvedwithsomefundamentalconceptsaboutproductlineandbrandmanagement,becausemostcorporationstodayusethosetwoconceptsasmechanismstoachievetheirpurposeofreachingthedifferentmarketsegmentsbyprovidingdifferentproducts.

Marketsegmentation,asKotlerandArmstrongdefined,is“dividingamarketintodistinctgroupswithdistinctneeds,characteristics,orbehaviorswhomightrequireseparateproductsormarketingmixes”（KotlerandArmstrong,2004:

239）.Theaimofmarketsegmentation,asBlythesuggested（2001:

57）,is“toidentifyagroupofpeoplewhohaveaneedorneedsthatcanbemetbyasingleproduct,inordertoconcentratethemarketingfirm’seffortsmosteffectivelyandeconomically.”Inotherword,thepracticalaimofthemarketsegmentationtheoryistoletanorganizationunderstandwhoitscustomersorpotentialcustomersareandtogivesuggestionsabouthowtofulfillthosepeople’sneedsinthemosteffectiveandefficientways.AsBlytheimplied,bymarketsegmentationapproaches,organizationscouldenhanceandimprovetheirmarketingefficiency,whichcouldbebeneficialtotheirbusinessandprovidecompetentorbringcompetitiveadvantagestothemselves.Hence,mostoforganizationsconsideredmarketsegmentationasoneoftheirmostcrucialcompositionsoftheirmarketingstrategies.

Fromlatenineteencenturyto1940s,lotsofcorporationgottheirownsuccessfromimplementingAmericansystemof 

manufacturing,whichfocusedonprovidingstandardproductswithlowpricesbasedoncostcontrolandimprovingmanufacturingefficiency.However,inthe1950s,somepeoplefoundthatthebusinessenvironmenthadchangedwhenlotsofconsumerswouldnotbesatisfiedbystandardizedproductsanymoreanddemandmoreselectionvariety.In1956,Smithintroducedtheconceptofmarketsegmentation,whichwasashestated“marketsegmentationinvolvedviewingaheterogeneousmarketasanumberofsmallerhomogeneousmarkets,inresponsetodifferingpreferences,attributabletothedesiresofconsumersformoreprecisesatisfactionoftheirvaryingwants”（Smith,1956）.Sincethen,theconceptofmarketsegmentationhasbecomeoneofthemostimportantmarketingtheoriesinboththeoreticalandpracticalfield.

Adcock,Halborg,andRossin2001suggestedthatthoughthereisnolimittothenumberofmeasurestosegmentthemarketinparticularcircumstances,however,unlessasegmentbedefinable,sizable,reachableandrelevant,itwouldbeuselessinthepracticalfield.

Definablemeanspeoplemustbeabletodescribethemarketsegment,andforthisthekeycharacteristicsofthesegmentshouldshowadegreeofhomogeneity.Thesegmentisofcourseasubsetofaheterogeneoustotalmarketforthereasonthatifthetotalmarketwerehomogeneoustherewouldbenoneedforsegmentation.Itisalsousefultobeabletomeasurethemarketsizeanddefinetheboundariesofthesegment.Sizablemeansthatthemarketsegmentmustbebigenoughforanorganizationtogetprofitfromitbyprovidingcommoditiesandservices.Thiscriterionwouldbedifferenttothedifferentorganizationbecauseoftheirsizeandthegoodsorservicestheyoffered.Reachablemeansthattheremustbeawayofreachingthesegmentbotheffectivelyandefficiently.Thisincludestheobviousphysicaldistributionofaproduct,aswellascommunicatingwithcustomersviamediaorinadirectway.Relevanthereisconsideredthemostimportanttestforanydescribedsegment.Itcannotbeconsideredinisolationfromtheothercriteriaasthereisnopointindescribingarelevantsegmentthatcannotbereached（KotlerandArmstrong,2004）.

Thebasicprincipleofsegmentationisverysimple.BasedontheideafromAdcock,Halborg,andRoss（2001）,itinvolvesselectingtheclassificationmostappropriatetothegroupsofcustomersidentified.Theworkinvolvedindoingthisisjustifiedonlyifitcanbeusedtoimprovemarketingeffectiveness.

BasedonWedelandKamakura’stheory（2000）,themarketsegmentationbasescanbedividedintofourdifferentclassesbywhetheritisobservabletothemarketersornotandwhetheritwasmainlyconcernedaboutaspecificproduct.Theydevelopedamatrixtoshowthisconclusion（Figure1）.

Figure1,Classificationofsegmentationbases

General

Product-specific

Observable

Cultural,Geographic,Demographic,andSocio-economicvariables

Userstatus,Usagefrequency,Storeloyaltyandpatronage,Situations

Unobservable

Psychographics,Values,PersonalityandLife-style

Psychographics,Benefits,Perceptions,Elasticities,Attributes,PreferenceandIntention

Asegmentationbasisisdefinedasasetofvariablesorcharacteristicsusedtoassignpotentialcustomerstohomogeneousgroup.FollowingFrank,MassyandWind（inWedelandKamakura,2000）,WedelandKamakuraclassifysegmentationbasesintogeneral（independentofproducts,servicesorcircumstances）andproduct-specific（relatedtoboththecustomerandtheproduct,serviceand/orparticularcircumstances）bases.Furthermore,theyclassifybasesintowhethertheyareobservable（i.e.,measureddirectly）orunobservable（i.e.,inferred）.Thattypologyholdsforthebasesusedforsegmentationofbothconsumerandindustrialmarkets,althoughtheintensitywithwhichvariousbasesareuseddiffersacrossthetwotypesofmarkets.

Almostinthesametime,Adcock,Halborg,andRoss（2001）holdaslightlydifferentopinionabouttheclassificationofmarketsegmentation.Theysuggestedthatthereweretwodifferenttypesofmarketsegmentation.Oneisthetraditionalapproach,whichusevariablesandcanbedescribedasgeographicand/ordemographic;

theotheroneismodernapproachwhichisbecomingmoreusualtoclassifyconsumersonthebasisofself-orientationandresources.Intheiropinion,therewassomeproblemswiththetraditionalapproachnowadaysbecauseoftheworldhadchangedsofastinthelastcoupleofdecades.

Althoughscholarsholddifferentopinionsabouthowthemarketsegmentationbasesshouldbeclassified,thereweresomevariablestheyalluseasthecriteriafordifferentmarketsegmentationbases.E.g.age,gender,race,familysize,income,occupation,education,religion,generation,nationalityandlifecycleforthedemographicbases;

ACORNandPRIZMforgeo-demographicsbases;

worldregionorcountry,countryregion,cityormetrosize,densityandclimateforthegeographicbases;

VALS2,socialclassandpersonalityforthepsychographicbases;

and,occasions,benefits,userstatus,usagerates,loyaltystatus,readinessstageandattitudetowardsproductforthebehavioralbases（KotlerandArmstrong2004:

240）.

Evenlotsofpeopleagreedthosevariablescouldbeusedinmarketsegmentationpractice,theyalsohaddifferentideaaboutthem.Forinstance,accordingtoKotlerandArmstrong（2004）,consumers’needsandwantswouldchangewithage.Therefore,organizationshouldofferdifferentproductsorusedifferentmarketingapproachesfordifferentagegroups.Andtheyprovidedsomesuccessfulpracticesofsomemultinationalcorporationwhouseageasavariablefortheirmarketsegmentation.However,Davies（1998）statedthatagemustbeusedwithcautionthoughitcanbeusedasameansfordistinguishingbetweentheneedsofdifferentgroupsandsegments.HementionedareportbyMintel（inDavies,1998）whichwasentitled‘theover50s’（1989）,anexecutivesummary’,whichdiscoveredthatmediaportrayalsofthisgroupasmaturecitizenswasoftenresented.Thereportelaboratesthatasignificantnumberinthisgroupfindlifemoresatisfyingthanwhentheywereyounger.Moreover,hementionedthat“manypeopleinlatemiddle-ageconsiderthistobeatimefor“selfish”spendingandachancetoindulgethemselveswithaclearconscience,particularlywhentheydonothavetoworryaboutfamilyresponsibilities.AlsohereferredatheoryoriginatedbyanAmericanprofessorofmarketing,Moschis,whichisthatmarketersneedtooffermarketingofferingthatarestimulatedbythecognitiveagesofindividualsinsteadoftheirchronologicalages.Cognitiveagerefertohowo