HND市场行情学导论outcome2行情调研分析.docx

HND市场行情学导论outcome2行情调研分析.docx

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HND市场行情学导论outcome2行情调研分析

ThereportofmarketingaboutTrusty-LandFood

CandidateName:

CandidateClass:

CandidateSCN:

Worldcount:

Tableofcontents

Introduction:

3

Findings:

3

Product:

3

Price4

Promotion5

Place6

ServicesMarketing7

People7

Processes7

PhysicalEvidence7

Changeofmarketingenvironment8

Conclusion:

8

Reference:

8

Introduction:

ThisreportusesServiceMarketingMixtoanalysisoftheTrusty-LandFoodCompany.ServiceMarketingMixiscomposesof7Ps.Iusesproduct,price,promotion,placetoanalyzetheTrusty-LandFoodCompany.Iusespeople,process,andphysicalevidencetoanalyzethebarbershop.AssumingTrusty-LandFoodCompany’smarketingenvironmentbechange.

Findings:

Product:

Productcanbeofferedtoamarketforattention,acquisitionanduseorconsumptionthatmightsatisfyawantorneed.Theproductincludesphysicalobjects,services,persons,places,organizationsandideas.

TheTrusty-LandFoodCompany’sproductsistangibleproduct.Thechannelsoftangibleproduct.

Threedifferentlevelsofproduct,thethreelevelsincludescoreproducttangibleproduct.MeetisthecoreproductofTrusty-LandFoodCompany.Meetprovidesproteintopersonandmeetalsoimprovequalityoflife.

Productline

Productsarecloselyrelatedandtheyfunctioninasimilarmanagersotheproductneedsaproductline.Productlineisbenefitforsoldtothesametypesofoutletorfallwithingivenpriceranges.Trusty-LandFoodCompanycantaketheredmeetandwhitemeetdividedintotwokindsofproductionline.Thetwokindsofproductionlinecanimprovetheproductionefficiency.

Trusty-LandCompany’sproductlinefromlesstomore.Theproductbecomemorethereasonsincludestheenterprisecompetivenessandtoattractmorecustomerandincreasesales.

ProductMix

Productmixisthetotalsumofalltheproductsandvariantsofferedbyanorganization.Theproductionline’swidthistwo,becausetheproductlinesproductstwokindsofmeets.Themeetsincludewhitemeetandredmeet.

Productlifecycle

“KittyDoggy”productlifecycle

“KittyDoggy”inthegrowthperiod.Duringthisperiod,thisbrandofpetfoodisincreasesales,launchnewproductsandopponentsappear.Isuggeststhat“KittyDoggy”keeppetfoodqualityand“KittyDoggy”mastfocusesontheopponenttofindwaystoincreasesmarketshare.

Price

Thesmartpricingisamountofmanychargedaproductorserviceorsumofthevaluesthatconsumersexchangeforthebenefitsofhavingorusingtheproductorservice.

TheadvantageofsmartpricingisensuresalesbutinaccuratepricingtoharmthecompanysuchasunderpricedclosenotbacktothecostsotheTrusty-LandFoodCompanymasttakethesmartpricinginproduct.

Governmentpolicy,Organizationobjective,ChannelsofDistribution,Cost,andWeatherisfactorsthataffectpricing.

Governmentpolicy:

Governmentpolicyaffectsthepricing.Government’snewdietaryguidelinesisrecommendpeopletoeatwhitemeatsoredmeatsaleswillbedeclineandwhitemeatsalesrise.Trusty-LandFoodCompanyinordertomaintainsalesofredmeatsoredmeatbesuitablereducedprice.Redmeatsalesrisesoredmeatbetakeaappropriateprice.

Cost:

Trusty-LandFoodCompanyhasalotofdistributorsthroughoutthecountry.Meatproductsneedfreshsomeatintheprocessoftransportationneedkeepfreshthatincreasethecost.Thecompanyinordertoprofitsomeetriseinprice.

GeneralPricingApproach

PenetrationPricing:

Trusty-LandFoodcompany’s“KittyDoggy’’inthegrowthperiodsopenetrationpricingforpetfoodcanattractsmorecustomerthatcanincreasesales.Penetrationpricingcanhelp“KittyDoggy’’gainmoremarketshareandtopromote“KittyDoggy’’

Competitivepricing:

Trusty-LandFoodCompanyfocusesoftheopponentsthatcanhelpTrusty-landuponthemopponents.Trusty-LandCompanyfocusesonopponentsthatcanhelpcompanywinthepricewarandkeepTrusty-LandFoodCompany’sdominance

Promotion

Promotioniskindsofaactivities.Promotesproductorserviceanditsmeritstotargetcustomersandpersuadethemtobuy.

Themainpromotionaltoolsavailabletomarkethavefivetypesthatisadvertisingsalespromotion,publicrelations,personalsellinganddirectmarketing.

Advertising

Advertisingcanhighlighttheproductfeaturesandimprovevisibility.Trusty-landFoodcompanythroughnewspaperandstreetpostertoattentioncustomertoknowcompany’sname.Trusty-LandFoodCompanythroughTVcommercialstopositionthecompany.Thistunedissuccess,TVcommercialbringsalesrevueincreasedby34%thatcanexpandmarketshare.

DirectMarketing:

Trusty-LandFoodCompanyhasitsownretailgroupssoTrusty-LandFoodCompanycanreducethemiddleman.Themiddlemanisgettinglessthecompanymakeagoodpriceandgoodsupplierforcompany’scustomersthatcanhelpcompanyimprovemarketshare.

PersonalSelling：

Trusty-LandFoodCompanyhasasalesteamthesalesteamtopersuadecustomertopurchasesandstockcompany’sproduct.Personalsellingcanimproveproductandincreasecustomerpurchasesandcontacts.Salesteamcanhelpcompanyimprovetheproductsales.

Identificationoftargetaudience,Legalpoliticalfactor.Technologyfactorandbudgetsettingthisfourtypesinfluencethesettingofthepromotionalmix.

Identificationoftargetaudience：

CustomershasdifferentdemandandtastesdifferwithpeoplesoTrusty-LandFoodCompanymastidentificationoftargetaudiencetopromotesdifferedproducts.The“HealthMeat”isagoodexample“HealthMeat”liesintheirconvenienceandfasttime.“HealthMeat”suitableforfastrhythmoflifethatcanincreasesales

BudgetSetting:

Theamountofthebudgeteffectpromotion.IftheTrough-LandFoodhavemorebridgetheadvertisingcoverageisbroad.Theappropriatebudgetsettingtoimprovesthecompanyreputation.

Place

Placesmeansallthecompanyactivitiesthatmaketheproductorservicesavailabletotargetcustomers.

Tangibleproduct’splaceisdistributionpartner.Intangibleproduct’splaceisenterpriselocatedorprovidestheserviceplace.

Wholesalers:

Trusty-LandFoodCompany’sProductsweresoldtoregionalgrocerychainsandnationalandregionalgory,wholesalersthatisWholesalers.

Retailers:

SevenElevenisaretailer,SevenElevensalesfood-brandedofTrusty-LandfoodCompany.LargegrocerystoresandsupermarketspurchasefromTrusty-LandFoodCompanyandthatgrocerymarketmeatproductsunderTrusty-LandFoodCompany’sLogo.

ThebenefitsofdistributorstoTrusty-LandFoodCompanyDistributorsforthecompanytoreduceinventoryandaccelerateproductcirculationspeed.Distributionbusinessenterprisetoincreasevisibilityandtoincreasemarketshare.Distributorstohelpbusinessincreasesalesreducethepressuredistribution,increaseprofitsbringconveniencetoclients

Buyingbehavior,BudgetProductitselfandOrganizationalObjectiveareaffectchoosemarketers.

OrganizationalObjective:

Trusty-LandFoodtake“KittyDoggy”becometheleaderbrand.Intensivedistributionconsiderrevisingthemarketsharesoorganizationalobjectivegoodfordistributors.

Buyingbehavior:

Marketerstoadopttotheconsumerhabits.Marketerscooperatewithsupermarketsormarketsandimpossibleandbookstoresandflowerofcooperation

ServicesMarketing

Aserviceisanyactorperformancethatonepartycanoffertoantherthatisessentiallyintangibleanddoesnotresultintheownershipofanything.Itsproductionmayormaynotbetiedtoaphysicalproduct.Characteristicsofservicesisvariability,perishability,inseparabilityandintangibility.

BarbershopisthreemorethanTrusty-LandFoodCompany.Thethreetypesispeople,processesandphysicalevidence.

People

People:

Peopleatservicesmarketingisserviceprovider.Forexample,peopleinthebarbershop’shairdresserandcashier.Hairdressergivingahaircuttocustomerandwashhair,cashierresponsibleforthemoney.Thehairdressersandcashiergiventhecustomer’sserviceisintangibilityandinseparability.Hairdresserandcashiershouldhavebetterattitudeandhighservicequality

Processes

Processes:

Processinvolveslookingatthequalitycontrolsthatneedtobeinplacetoensureconsistencyofservice.Customersintothebarbershop.Barbertocustomersshampoo,haircut,andthebarbertomeetcustomerrequirements,shampoo,cashiermoney,andfinallythecustomeraway.Processservicesemphasizeconsistencyandeffectivenessoftheservice.Differentcustomersinthesameservicegetthesamelevelofserviceisuniform.Withinaperiodoftimetocompletetheservice.

PhysicalEvidence

PhysicalEvidence:

Physicalevidenceisthe“tangible”partoftheservice.Barbershop’swardrobeandshampooareallbelongtothephysicalevidence.Physicalevidencetohelphairdresserstocompletetheservice.Physicalevidencealsohelpcustomersevaluateservice.Ifthecustomerisnotsatisfiedwiththephysicalevidence.Goodphysicalevidencetomakecustomersatisfactionincreases.

Changeofmarketingenvironment

Supposecompanysuppliesmeattoacity,butthecity'sMuslimbeliever’spopulationincreases.Thecompanycanuses4P’sproductsocompanyprintedonproductpackaginghalallogoandMuslimfollowersoftheurbanpopulationaccountedfortheratiobecomeslarge.Sothecompanyprovidesasmallamountofporktothecityandthecompanyoffersothertypesofmeattothecity,tomeettheneedsofMuslimbelievers.

Supposeanincreaseintheelderlypopulationinthecommunity.Thecompanycanuse4P’spricefromcompanytoresolve.Becauseelderlypeopleareconcernedabouttheprice.Thecompanyandretailerscooperateelderlytobuymeattheretailersgaveelderlysevenfold.Improvethecompanyre