Essays on Market Segmentation and Product Positioning at Argos Company Case Study

Download full paperFile format: .doc, available for editing

The paper “ Market Segmentation and Product Positioning at Argos Company” is an affecting variant of the case study on marketing. Argos which is a retail company selling consumer durables has worked on a different business model which has helped it to succeed in the UK and Ireland. The company looks towards selling products through catalogs and has ensured differentiation in its services. This report has presented the manner in which Argos has been able to identify the market segmentation based on their SWOT analysis. This has helped to identify that demographics and income are the main constituents that have helped them to position their product differently for all sections of the people.

Argos has been able to ensure that they develop their marketing strategies based on it which has helped Argos to grow and following a similar strategy will ensure that Argos is able to conduct business efficiently in Qatar and ensure rising revenues for the company. The role played by consumers in this competitive world has increased which has made businesses alter and make changes in the manner they perform. This has increased the concerns of the business towards the consumer and looking towards customer satisfaction is a priority.

This report looks into the manner Argos, a retail group looks about marketing itself. This report presents the SWOT analysis along with the target market, product positioning, and segmentation. This helps to understand the manner in which Argos confronts the marketing aspect and looks towards enhancing consumer confidence in the company and the manner in which the start of the company will be beneficial in Qatar as it will help to meet the customer requirements. About ArgosArgos is a retail giant from the United Kingdom and started its business in 1973.

Since then the business has grown and expanded to Ireland and other parts of the world. The company presently has more than 800 stores and employs more than 51,000 employees (Argos, 2011). The prime reason which has constituted towards the growth of Argos is the fact that despite being in the retail market the company has differentiated itself by ensuring that the products are sold through catalogs (Argos, 2011). The customers look at the catalog, pay for the product and get it from the store.

References

Argos. (2011). Argos. Retrieved on December 23, 2011 from http://www.argos.co.uk/static/StaticDisplay/includeName/AboutArgos.htm

Cateora, P. R., and Graham, J. L. (2002). International Marketing. 11th Edition, New York, McGraw-Hill

Doole, I., and Lowe, R. (2001). International Marketing Strategy. 3rd Edition, Bedford Row, London, Thomson

Shostack, G.L (2009). Designing services that deliver. Harvard Business Review 62 (1), 133–139.

Download full paperFile format: .doc, available for editing
Contact Us