Air Asia Case

 Air Asia Case Exploration Paper

1 . THIS SCENARIO

Businesses today know that they cannot appeal to all purchasers in the marketplace – or at least not to all purchasers in the same way. Customers are too many, widely dispersed, and varied in their requirements and buying techniques. Moreover, the firms themselves vary widely in their abilities to serve different segments with the market. Instead, like A few days ago, a company must identify the parts of the market that it may serve best and most of course profitably. It must design customer-driven marketing plans that build the right human relationships with the right customers. Thus, typically have relocated away from mass marketing and towards target advertising in which that they identifying marketplace segments, selecting one or more of these, and expanding products and promoting programs focused on each. Rather than scattering their marketing efforts, firms will be focusing on the buyers who have greater involvement in the beliefs they generate best.

2 . WHAT IS CUSTOMER-DRIVEN MARKETING STRATEGY?

Customer-driven marketing strategy applied based on the customer-driven. It creates value intended for targeted customers. There are several major measures in designing a customer-driven web marketing strategy. In the first two steps, the company select the customers that it will serve. At the same time, in the final two actions the company decides on a value proposition – how it will make value pertaining to target consumers. Figure beneath illustrates in designing customer-driven marketing strategy.

TASK 1: MEALS AND REFRESHMENT INDUSTRY (Big Apple Doughnuts & Coffee)

1 . AT THE REAR OF THE TERM

The idea originated from a group of keen individuals who have huge experience in the food and beverage sector in Malaysia, Singapore, Dalam negri and Thailand. On the next of May 2007, Big Apple Donuts & Coffee proven itself in Malaysia together with the opening of its initially store on the Curve. It really is wholly held by Big Apple Interasia Sdn. Bhd, a mom or dad company with several subsidiaries under it is corporate umbrella. Its trademark store can be obtained from almost all major shopping malls around the world, and immediate plans will be underway to expand to China, Asia, Vietnam, plus the Middle East.

2 . IDENTIFYING ATTRACTIVE INDUSTRY SEGMENT

Industry Segmentation may be the process that companies value to divide large, heterogeneous markets into small that can be reached more efficiently and effectively with products and services that match their unique needs. You will not segment a market. A marketing expert has to try different segmentation variables, exclusively and in combo, to find the best method to view market structure. The variables that could be used in segmenting consumer markets are as follows: a)Geographic Segmentation: dividing a market into several geographical models, such as nations around the world, states, areas, countries, urban centers, or even local communities. b)Demographic Segmentation: dividing the marketplace into portions based on parameters such as age, gender, family members size, friends and family life pattern, income, occupation, education, religious beliefs, race, generation, and nationality. c)Psychographic Segmentation: dividing an industry into distinct segments depending on social school, lifestyle, or personality characteristics. d)Behavioral Segmentation: dividing a market into segments based on client knowledge, thinking, uses, or responses to a product. (Principles Of Marketing, 14th edition simply by Kotler & Armstrong)

Because Big Apple specializing in offering a variety of donuts and beverages in people who want something different from the norm, they generally consider Market Segmentation in order to select their particular customer. One reason is that customer requires, wants, and usage prices often fluctuate closely with demographic factors. Another is the fact demographic factors are easier to measure than most other types of variables. In addition , The big apple take era and lifestyle cycle level into consideration although selecting possible client as customer needs and wants alter with grow older. Instead of providing...

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