英语作业Experian四重奏小组1012WORD.docx

英语作业Experian四重奏小组1012WORD.docx

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英语作业Experian四重奏小组1012WORD

深圳大学MBA研究生课程作业

（第二学期）

课程编号:

英语二

课程名称:

英语二

任课教师:

TeacherWu

班级:

2014S

完成人:

张仁福（20144601024）

袁祥（20144601028）

韦立民（20144601031）

谢野（20144601018）

提交日期:

2014-10-16

作业成绩:

任课教师布置作业时，应明确告知学员以下信息：

✧作业题

✧作业完成方式（个人或小组）

✧提交截止日期

✧要求篇幅（如不低于多少字）

✧作业提交方式（纸制版本或电子版本）

✧主要参考文献

题目

Experian:

Enteringnewproductinanewmarket

要求

1.Baseonthecase‘Enteringthenewproductinanewmarket’,groupdiscussandanalysisaccordingthequestionsinendofthecase.

2.IssuePPTandshowonthelastclass.

解答

PartI:

Maindescription

InthiscasedescribedExperianwhichisafamouscompanyinprovidingfinancial,statisticalandmarketinginformationtobusinessandconsumers,howtoissuetheirnewproduct‘CreditExpert’intoanewmarket.Whatneedconsiderbeforenewproductenteringamarket?

Whatneedwepaymoreattention?

Suchashowtodefinenewproductaccordingthemarket;howimportantforthemarketsegmentation;andthemarketingmixmethoddiscussion.Allabovedescriptionaccordingcustomer’srequest,andmarketvariation.

Sowhenwewanttodeveloponenewproduct,weneeddothemarketresearchandaccordingLgorAnsoff’smatrixtoanalysistheproductisgoodornotincurrentlymarket.Afteranalysisdataandcustomer’sneeded.Wecandothemarketsegmentation,likeyourprovidedproductsuitableforwhichtypepeopleandbusiness.Experianmarketingteamdidlotsofworktodothemarketsegmentationtoconfirmthesuitableconsumers.Andthenyoucanconsiderthemarketingmix,youcanusespecialmethodsuchasspecialproduct,rightprice,andformofpromotion,toletyourproducthadmorecompetence.Andthenyouwillwinthemarket.

ExperiandoagreatjobfortheirnewproductCreditExpertenteringanewmarket.Theydolotsofmarketanalysisandbigdatabase.ThenoncetheCreditExpertenteringthemarketsgotgoodfeedbackfromconsumersandbusinessunits.

PartII:

Content

PartI:

Maindescription.

PartII:

Content

PartIII:

AnalysisandResult

3.1.Meantofmarketsegmentation

3.2.DifferentbetweenB2BandB2C

3.3.Publicrelationandproductdefine

3.4.AdvantageofDiversification

3.5.MarketingMix（4Ps）

PartIV:

Conclusions

PartV:

Reference

PartIII:

AnalysisandResult

3.1.Meantofmarketsegmentation

Marketsegmentationhelpstoturnmarketingintoascience.Itdoesthisbyseparatingamarketintopartscalledsegments.Eachsegmentcontainsgroupsofcustomerwhoarelikelytorespondinaparticularwaytomarketingactivities.Marketsegmentationinvolvesthreeelements:

a）Segmentation:

inwhichthemarketisdividedintosegments.

b）Targeting:

whereanorganizationidentifiesspecificsegmentsandprovidersproductsandservicesrelevanttothosesegments.

c）Positioning,wherethestrategyusescustomers’viewtodefinethelocationofaproductrelativetootherproductsinthemarket.

Experianuseditsknowledgeofconsumerswhohadappliedfortheirstatutorycreditreportsinthepasttohelpsegmentation.Willaccordingtheirages,wheretheylived,theirgenderandsocio-economicgrouping.

ThesewerepeoplewhomightreadthefinancialpagesindailyorSundaynewspapersorvisitpersonalfinancewebsites.ThisprofilinghelpedmarketersatExperiantoidentifywhichgroupstheywouldthentargetwithinformationaboutthenewCreditExpertservice.Experianmightbeanewnametomanyindividualsinconsumermarkets.

SoaboveistheExperianmethodhowtodomarketsegmentation.Andinourdailylifewecanseethemarketsegmentationeverywhere.Youcanputtheclothingmarketdividedintotwomarkets:

Men'sandwomen'smarket.Ifdividedtheclothingmarketbythe"age"ofcustomer,thenthemarketcanbedividedintosevensegments:

themarketofchildren'swear,youngmenandwomen'smarket,middle-agedmenandwomen'smarket,oldmenandwomen’smarket.

InthebeginningofHangzhouWahahagroup,withnocapital,noequipmentandnotechnical.Basedonthisstatus,WaHaHafocusonidentifytheirtargetcustomers.Afterthesurveyofnationalnutritionliquidmarketanalysis,theyfoundthat:

thenutrientsolutionofdomesticproduction,althoughhas38types,butallproductsuitsforwholeages,noonefocusonchildren’snutritionliquid.Andthissegmentofthemarkethad300millionconsumers;even1/10alsohas30million.AndinChinaonefamilyhadonekidmostly,eachfamilylookatthekidas"apearl",Sothechildnutritionmarketshouldbeabigmarket,andthemarketdemandhasnotyetbeenutilized,thisisagreatopportunity.Sotheymadesuchadecision:

targetmarketisthechildren,anddeveloponespecialnutrientsolutionforchildreninthissegmentofthemarket.Aftersetonespecialmarketingstrategy,Wahahahasachievedgreatsuccessinbusiness.

Somarketsegmentationisveryusefulforourproductandbusiness.Anditisconducivetoenterprisestoexploreanddevelopnewmarketopportunities;welluseresourcesfortargetmarket;definesuitabledistributionstrategy;adjustmarketingstrategybaseontheproduct.

3.2.Differentbetween‘B2B’and‘B2C’

Firstweneedknowthemeantoftwomethodsforthebusiness.‘B2B’meansBusinesstoBusiness,‘B2C’meansBusinesstoConsumer.

B2B（BusinesstoBusiness）isbusinessmenandbusinessmentobuildbusinessrelations.Forexample,wecanbuyCoca-ColaatMcDonaldbecauseMcDonaldandCoca-Colaarebusinesspartners.Therelationshipbetweenthebusinessespartnersandtheyhopetoformacomplementaryopportunitiesprovidedbythecooperation,everybusinessmencanhaveprofit.Examples:

Alibaba,HuiCongnet.

B2C（BusinesstoConsumer）isveryoftenweseevendorstosellgoodsdirectlytotheuser.Forexample,yougotoMcDonaldtoeatisB2C,becauseyouarejustaclient.Example:

DangdangNet,Amazon.

Sobaseonaboveexplain.B2BandB2Cthekeydifferentisthebusinessobjectdifferent.Oneisbusinessandanotheristheconsumer.InChinathereweremanybusinessmodestofollow.Andeverymodehasitsadvantage.Andasbusinessismoreopenandeasy.Moreandmoreinternetbusinessupintoday.Likenewmodeis‘C2C’meansConsumertoConsumer,suchasTmall,Taobao,eBayandetc.alsoanothernewmodeis‘C2B’.Thatrequestbusinessaccordingconsumer’srequesttoprovidetheproduct,iftheproductnotsuitfortheconsumerrequestthatmeansthebusinessisfail.Incurrentlylife,becausethosenewbusinessmodeandinternet,peoplelifebecomemoreandmoreconvenient.

3.3.Publicrelationandproductdefine

Publicrelationsmeanthecommunicationandrelationshipbetweenorganizationandthepublicenvironment.Generallyitsmeansasocialorganizationusetheirformedmethodandtwo-wayexchangewiththerelevantpublic,makethetwosidesreachmutualunderstandingandmutualadaptationmanagementactivities.Thisdefinitionreflectspublicrelationsisakindofcommunication,isalsoakindofmanagement.

Webelievethatthepublicrelationsfunctioningeneralized,iscombinedalltheresource,usedallcanusemethod,thenprovidingagoodimageoftheorganization,andwinthegoodlivingenvironment.Andlettheorganizationkeepwinnerinfiercecompetition.Sothepublicrelationspurposehadthreewaysinourdailylife.Asbelowdetaildescription:

a）Fororganizationofsocial.

Thepublicrelationsbuildupbyorganizationinthesociety.Therewerefivepointsforitsworkinthesocialorganization:

Informationcollect,andenvironmentchecking;outputinformation,andincreaseattention;coordinatedandcooperation;consultationandmakedecision;riskmanagementandhandleaccident.Publicrelationshadstrongconnectedwiththesocietyandorganizationinsocial;theyaffecteachother,andincreasedtogether.

b）Forsociety

Whiletheaffectfortheorganizationinsociety,italsoaffectthesociety.Let’shadgoodenvironmentandpeopleharmoniousineachother.Itcanaffectthesocietyinliveenvironment,peoplepsychology,economic,government.Andletoursocietybecomebetterandbetterinthiscountry.

c）Forpersonally

Publicrelationshavestrongcorrelationwithperson,andalsoaffectpersonallybehavior.Publicrelationscanupgradeperson’smindset,thepublicrelationhaveprefectimageinpublicwhatisworkfor.Soaccordingthis,personallyimagealsowillincreasetogetherwiththepublicrelations,andthenadvancedeachother.Alsopublicrelationscanincreasepeople’sability.Forgoodorganizationvisualandprogress,peopleneedspendmoreefforttosuitit.Thenthebestwaytoincreaseyourself.Thisrelationswillletyouhavegoodpubliccommunication,moresuitableadjustmentability,andcanhandleallchangeinsociety.

Sobaseonaboveanalysisforthepublicrelations,wecanseeactuallyit’simportantinourlife,thenthecompanycanuseittosaletheirproducts.Experianalsouseit,theyaccordingpersonallybehaviordesigntheirproducts,andalsousepublicaffectiontorollouttheirproducts.Thenletproductsandconsumerbecomeaclosecircle,affecteachothers.

Alsothesemethodstellus,whenwewantenteringanewproductinanewmarket,weneedmoreconsiderthepublicrelationsinyoursociety.Alsopeopleinsocietybehavior,peopleimage,thenyoucanrolloutyourproductandeasytobeacceptbydemos.

3.4.AdvantageofDiversification

What’sthemeansofDiversificationinourmarket?

Diversificationmeanscompanyisnotonlyfocusonaproductoranindustry,theyproducecrossproduct,crossindustrybusinessincountry.Thisisadvancedtactics,andalsoitneedlongtimeplaninfuture.

Whybusinesseswanttousethismethodinhiscompany?

Therewerethreepointstoexplain:

oneiscurrentlyproductcan’tmatchthesalestargetthattheyneednewproducttoimprovement;