Atlas Train Transformer
The development of marketing strategies and plans
Marketing Management Tasks
These concepts and others provide input for a set of tasks that make up the successful marketing management.
Zeus, Inc. (name concealed), operates in several industries, including chemicals, cameras, and film. The company is organized in UEN. Corporate management is considering what to do with your camera division Atlas. In the Currently, Atlas produces a range of 35 mm and digital cameras. The camera market is very competitive. Although Zeus has a considerable market share and is a source of income both for the company, the 35 mm market itself is growing very slowly and its market share is slipping. In the fastest growing segment of digital cameras Zeus is facing strong competition and has been slow to gain sales. business management Zeus Atlas marketing group wants to produce a recovery plan strong division. Marketing management has to come up with a convincing marketing plan, selling corporate governance in the plan, then implement and monitor.
title = "Developing marketing strategies and plans"> The development of marketing strategies and plans
The first Atlas task is to identify potential long-term opportunities, given their market expertise and core competencies. Atlas can design their cameras with better features. Also be considered a line of video cameras or you can use your core competency in optics to design a line of binoculars and telescopes. Whichever direction you choose, the market should develop concrete plans that specify the strategy and tactics of marketing in the future.
Capture marketing knowledge
To understand what is happening inside and outside the company, Atlas needed a marketing system of reliable information, but will have that about engine marketing environment.
Atlas microenvironment consists of all 10 affect the company's ability to produce and sell cameras, Players providers, marketing things daily, customers and competitors. Its macro environment consists of demographic forces, economic, physical, technological, politico-legal and socio-cultural factors affecting sales and profits.
Atlas also needs a reliable market research. Research markets is an indispensable tool for evaluating the buyer wants and the size and the actual performance and market potential. An important part of the meeting of environment information includes the measurement of market potential and future demand forecast. To transform the marketing strategy in the market: Risk managers and marketing programs must make basic decisions on marketing expenditures, marketing activities, marketing and distribution. How many dollars should support Atlas or three lines of camera? Directly in front of the distributor's sales? Direct mail advertising versus trade-magazine advertising? East Coast markets from markets West Coast? To make these assignments, marketing managers can use the sales-response functions that show how sales would be affected d benefits by the amount of money spent in each application.
Customer Connection
Atlas must consider how to create the best value for their chosen target markets and develop strong, long-term profitable relationships with customers. For this, the Atlas has to understand consumer markets. How house has many plans to buy cameras? Who buys and why they buy? What they seek in the way of features and prices? Where to buy? What are your images: different brands? How does the digital segment differ from the segment of 35 mm? Atlas also sells cameras firms markets, including large corporations, professional services firms, retailers and government agencies. Purchasing agents or committees of buying decisions. Atlas needs to gain a full understanding of how organizational buyers to buy. You need a sales force is well trained in the presentation of product benefits.
Atlas does not want to sell to all potential customers. The current practice of marketing calls for dividing the market in important segments market evaluation of each segment and by focusing on market segments that the company can serve you better.
BUILDING STRONG BRANDS
Atlas must understand the strengths and weaknesses of the Zeus brand with customers. Is it so strongly associated with certain technologies that could be used to brand Categories related products? Is your 35 mm film heritage of the deterioration of the digital camera market? Suppose Atlas decided to focus on the market consumption and develop a positioning strategy. If Atlas position their cameras as the "Cadillac" brand, offering superior Cameras at a price of high quality with excellent service and strong advertising? If building a simple camera, low price target consumers more price sensitive? If you develop a quality environment, average price of the camera? After launching the product strategy change is needed at different stages in the life of product cycle: introduction, growth, maturity and decline. Moreover, the choice of strategy depends on whether the company is market leader, challenger or follower. Atlas also should pay close attention to competitors, anticipating movements of their competitors and know how to react quickly and decisively. It is possible you want to start some movement of surprise, in which case you should anticipate how competitors will respond.
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