The paper "Marketing Plan of Great Wall Motor" is a perfect example of a marketing case study. Marketing plan refers to a document that is written containing the steps of actions needed to be taken in order to achieve the goals and the objectives of the business. The plan can be of service, brand, product or the entire product line. It should be a plan that covers a period of one up to five years. It can be a business plan or part of it. This plan is also called a marketing strategy for a business.
The following are the contents of a marketing plan, the strategies of pricing, market segmentation, description of the location of the business alongside the disadvantages and advantages of marketing in that place. It also contains the budget of the advertisement and the promotion strategy (Dennis, 2001). Finally, it contains a detailed description of the service and the product including the entire features that are special about it. This answers the following question, the current marketing objectives and strategies. How effective the marketing process is controlled, the achievement of the marketing budget, how to realize or if there is a realization of the objectives in a smart way, the level of staffing, the way to develop staff and train them and finally the experience and learning achieved as per that level. Great Wall Motor segments and select target market Whether a company is developing a new product or repositioning the existing brand, there is still a possibility of changing the marketing segment as well as the target market.
The great wall motors is not a new product but it is being repositioned to other parts of the world (Finlay, 2000). Target market This refers to the identification of the consumers that the product will serve.
It enables the business to recognize the consumer’ s diversity without trying to impress them all at ago. It is dependent on the segmentation. Marketing segment This refers to the process of identifying the portion in the market exhibiting differences from each other. This process enables the company to meet the needs of the consumers. It also enables the business owners to be in a better position of competition with their competitors.
The following are the criteria of identifying market segments; accessibility, identifiable, uniqueness of the needs, substantiality and durability of the product. For a market segment to be good then it should contain members that are externally heterogeneous and internally homogenous (Hill & Jones, 2007). The following are the bases of segmentation. Geographical: The product will be in America. Basically New york city. The reason being that it is densely populated and the climatic styles are not likely to affect the sales of the Great Wall Motors. Demographic: Being an international city, it will likely serve the needs of people of different age, gender, family lifecycle, family size, social class, religion, occupation, ethnicity and nationality at the same time. Psychographic: this will group the consumers into very different lifestyles.
Since the business will be in town which is actually an international city then it will actually attract and serve people with different opinions, attitudes, interests, value and activities. Behavioralistic: this is basing the segmentation according to the behavior exhibited by the customers. Some will come due to their readiness to purchase, benefit they will be seeking, brand loyalty and due to the existing occasion.
All of which perfectly suits the place of the business. Location: it will be located in the area of New York because the cost of production is also very low. However, it will be far from the industries dealing with the same product.
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