HND市场行情学导论outcome2行情调研分析.docx

1、HND市场行情学导论outcome2行情调研分析The report of marketing about Trusty-Land FoodCandidate Name:Candidate Class: Candidate SCN: World count: Table of contentsIntroduction: 3Findings: 3Product: 3Price 4Promotion 5Place 6Services Marketing 7People 7Processes 7Physical Evidence 7Change of marketing environment 8C

2、onclusion: 8Reference: 8Introduction:This report uses Service Marketing Mix to analysis of the Trusty-Land Food Company. Service Marketing Mix is composes of 7 Ps. I uses product, price, promotion, place to analyze the Trusty-Land Food Company. I uses people, process, and physical evidence to analyz

3、e the barber shop. Assuming Trusty-Land Food Companys marketing environment be change.Findings:Product:Product can be offered to a market for attention, acquisition and use or consumption that might satisfy a want or need. The product includes physical objects, services, persons, places, organizatio

4、ns and ideas.The Trusty-Land Food Companys products is tangible product. The channels of tangible product.Three different levels of product, the three levels includes core product tangible product. Meet is the core product of Trusty-Land Food Company. Meet provides protein to person and meet also im

5、prove quality of life.Product line Products are closely related and they function in a similar manager so the product needs a product line. Product line is benefit for sold to the same types of outlet or fall within given price ranges. Trusty-Land Food Company can take the red meet and white meet di

6、vided into two kinds of production line. The two kinds of production line can improve the production efficiency. Trusty-Land Companys product line from less to more. The product become more the reasons includes the enterprise competiveness and to attract more customer and increase sales.Product Mix

7、Product mix is the total sum of all the products and variants offered by an organization. The production lines width is two, because the product lines products two kinds of meets. The meets include white meet and red meet.Product life cycle“Kitty Doggy” product life cycle“Kitty Doggy” in the growth

8、period. During this period, this brand of pet food is increase sales, launch new products and opponents appear. I suggests that “Kitty Doggy” keep pet food quality and “Kitty Doggy” mast focuses on the opponent to find ways to increases market share.PriceThe smart pricing is amount of many charged a

9、 product or service or sum of the values that consumers exchange for the benefits of having or using the product or service.The advantage of smart pricing is ensure sales but inaccurate pricing to harm the company such as underpriced close not back to the cost so the Trusty-Land Food Company mast ta

10、ke the smart pricing in product.Governmentpolicy, Organization objective, Channels of Distribution, Cost, and Weather is factors that affect pricing.Government policy: Government policy affects the pricing. Governments new dietary guidelines is recommend people to eat white meat so red meat sales wi

11、ll be decline and white meat sales rise. Trusty-Land Food Company in order to maintain sales of red meat so red meat be suitable reduced price. Red meat sales rise so red meat be take a appropriate price.Cost:Trusty-Land Food Company has a lot of distributors throughout the country. Meat products ne

12、ed fresh so meat in the process of transportation need keep fresh that increase the cost. The company in order to profit so meet rise in price.General Pricing ApproachPenetration Pricing: Trusty-Land Food companys “Kitty Doggy in the growth period so penetration pricing for pet food can attracts mor

13、e customer that can increase sales. Penetration pricing can help “Kitty Doggy gain more market share and to promote “Kitty DoggyCompetitive pricing: Trusty-Land Food Company focuses of the opponents that can help Trusty-land upon them opponents. Trusty-Land Company focuses on opponents that can help

14、 company win the price war and keep Trusty-Land Food Companys dominancePromotionPromotion is kinds of a activities. Promotes product or service and its merits to target customers and persuade them to buy. The main promotional tools available to market have five types that is advertising sales promot

15、ion, public relations, personal selling and direct marketing.AdvertisingAdvertising can highlight the product features and improve visibility. Trusty-land Food company through newspaper and street poster to attention customer to know companys name. Trusty-Land Food Company through TV commercials to

16、position the company. This tuned is success, TV commercial bring sales revue increased by 34% that can expand market share.Direct Marketing: Trusty-Land Food Company has its own retail groups so Trusty-Land Food Company can reduce the middleman. The middleman is getting less the company make a good

17、price and good supplier for companys customers that can help company improve market share.Personal Selling：Trusty-Land Food Company has a sales team the sales team to persuade customer to purchases and stock companys product. Personal selling can improve product and increase customer purchases and c

18、ontacts. Sales team can help company improve the product sales.Identification of target audience, Legal political factor. Technology factor and budget setting this four types influence the setting of the promotional mix.Identification of target audience：Customers has different demand and tastes diff

19、er with people so Trusty-Land Food Company mast identification of target audience to promotes differed products. The “Health Meat” is a good example “Health Meat” lies in their convenience and fast time. “Health Meat” suitable for fast rhythm of life that can increase salesBudget Setting: The amount

20、 of the budget effect promotion. If the Trough-Land Food have more bridge the advertising coverage is broad. The appropriate budget setting to improves the company reputation.PlacePlaces means all the company activities that make the product or services available to target customers.Tangible product

21、s place is distribution partner. Intangible products place is enterprise located or provides the service place.Wholesalers: Trusty-Land Food Companys Products were sold to regional grocery chains and national and regional gory, wholesalers that is Wholesalers.Retailers: Seven Eleven is a retailer, S

22、even Eleven sales food-branded of Trusty-Land food Company. Large grocery stores and supermarkets purchase from Trusty-Land Food Company and that grocery market meat products under Trusty-Land Food Companys Logo.The benefits of distributors to Trusty-Land Food Company Distributors for the company to

23、 reduce inventory and accelerate product circulation speed. Distribution business enterprise to increase visibility and to increase market share. Distributors to help business increase sales reduce the pressure distribution, increase profits bring convenience to clientsBuying behavior, Budget Produc

24、t itself and Organizational Objective are affect choose marketers.Organizational Objective: Trusty-Land Food take “Kitty Doggy” become the leader brand. Intensive distribution consider revising the market share so organizational objective good for distributors.Buying behavior: Marketers to adopt to

25、the consumer habits. Marketers cooperate with supermarkets or markets and impossible and book stores and flower of cooperationServices MarketingA service is any act or performance that one party can offer to anther that is essentially intangible and does not result in the ownership of anything. Its

26、production may or may not be tied to a physical product. Characteristics of services is variability, perishability, inseparability and intangibility.Barbershop is three more than Trusty-Land Food Company. The three types is people, processes and physical evidence.PeoplePeople: People at services mar

27、keting is service provider. For example, people in the barber shops hairdresser and cashier. Hairdresser giving a haircut to customer and wash hair, cashier responsible for the money. The hairdressers and cashier given the customers service is in tangibility and inseparability. Hairdresser and cashi

28、ershould have better attitude and high service qualityProcessesProcesses: Process involves looking at the quality controls that need to be in place to ensure consistency of service.Customers into the barber shop. Barber to customers shampoo, haircut, and the barber to meet customer requirements, sha

29、mpoo, cashier money, and finally the customer away. Process services emphasize consistency and effectiveness of the service.Different customers in the same service get the same level of service is uniform. Within a period of time to complete the service.Physical EvidencePhysical Evidence: Physical e

30、vidence is the “tangible” part of the service. Barbershops wardrobe and shampoo are all belong to the physical evidence. Physical evidence to help hairdressers to complete the service. Physical evidence also help customers evaluate service. If the customer is not satisfied with the physical evidence

31、. Good physical evidence to make customer satisfaction increases.Change of marketing environmentSuppose company supplies meat to a city, but the citys Muslim believers population increases. The company can uses 4Ps product so company printed on product packaging halal logo and Muslim followers of th

32、e urban population accounted for the ratio becomes large. So the company provides a small amount of pork to the city and the company offers other types of meat to the city, to meet the needs of Muslim believers.Suppose an increase in the elderly population in the community. The company can use 4Ps price from company to resolve. Because elderly people are concerned about the price. The company and retailers cooperate elderly to buy meat the retailers gave elderly seven fold. Improve the company re