The paper “ Estruck’ s Marketing and Product Objectives, Target Market, Point of Difference, Product Positioning, Marketing Program, Distribution" is a forceful example of a case study on marketing. The product market focus of Efficiency Motors would rely heavily on the firm's strategic decisions in the previous periods and on the firm’ s overall goal. Efficiency Motors (Firm E) currently offers three products that target the 2F and 4F market (Effiz), 3U and 5U market (Euro), and the 1T and 3T market (Struck). Firm E wants to gain a stronger market share in 1T and 5U markets and it aims to attract the 3T and 3U customers at the same time. 5.1 Marketing and Product Objectives5.1.1 Marketing Objective for Value Seekers (1)E’ s marketing and product objective for the value-seeking segment is to overtake Firm D’ s performance in period 10 by at least a 5% margin.
The firm will do this by appropriately increasing its marketing and advertising funds to reach a greater market populace and to convince Value-seekers that Estruck is the product of choice for them. This means focusing more on the strategic advertising campaign that would entice the market to choose Estruck at the same time upgrading the product design to meet the expectations of the market. 5.1.2 Marketing and Product Objectives for Family (2)Firm E has led the family market segment for the last four periods by combining safety features with excellent pricing schemes with its Efizz.
However, the sales trend indicates that the performance of Firm E in this segment has declined in the last three years while its main competitor in this segment has gained on the firm. The objective of Firm E for this segment is to regain its market position and dominate the competition by at least 8%.
This can be done by focusing on the product feature in advertising and at the same time increasing the incentives of the dealers to encourage them to sell more Efizz. The marketing objective is to increase the advertising focus on safety at the same time integrate superior interior design and capacity to its advertising theme to achieve the 8% market share lead by period 10. Firm E’ s product objective for this segment is to upgrade its product to increase its rating on its interior by up to 22.214.171.124 Marketing and Product Objectives for Enterprisers (5)Firm E’ s position in the Enterpriser’ s market has slowly declined after it reached its peak in period 3.
Firm E’ s product competing in the market is Euro, a utility vehicle, whose overall features were once received warmly by the market. With the increasing competition against the needs of the Enterpriser market for Luxury vehicles which Firm E did not offer, the firm is slowly pushed to the 4th place when it comes to the overall performances of the competing firms in these markets.
However, Firm E’ s position in the utility vehicle section is strong against Firm A’ s products. Product Objective for this market segment includes an introduction of a new product that would join the competition for Luxury vehicles. Obtaining a fairly stable market share for this product is not very difficult since Firm E’ s reputation for style and quality in its other products is unparalleled. Marketing Objective includes increasing the overall market share for this segment to up to 40% by the end of period 10.