The paper "Two Car Manufacturer’ s Subaru and Toyota in terms of Market Segmentation" is an outstanding example of a marketing case study. The paper critically examines different case studies, from a strategic marketing perspective. The study appraises the potential mistakes made by the steering committee of the Bureau of Meteorology in the launch of the product and examines the strategic importance of timing of product launch, the promotional strategies, as well as examining the underlying factors and issues concerned with the government department’ s involvement in marketing. The second part of the paper examines two car manufacturer’ s Subaru and Toyota in terms of market segmentation, Branding, Corporate branding benefits, pricing, promotional and generic strategies. Introduction There are several mistakes that the steering committee that affected or could potentially impact of achieving the success of the project.
However, the magnitude of the mistakes varied in that there were mistakes with greater potential to affect the outcome of the results than others. These mistakes are rated as major mistakes. Bureau of Meteorology Case analysis What major strategic mistakes did the steering committee make with this product? Provide a brief discussion on the strategic mistakes made by the steering committee with this product.
Supplement the aforementioned discussion with your own understanding of these mistakes by linking strategic components with marketing strategy (Chapter 1). Among the major strategic mistakes that the steering made was the failure to consider the fundamental strategic issues that are concerned with new product development. These mistakes include failure to have an overall strategic objective. According to Raechel, (2001) failure to such failure retards the overall appeal of the products, since the development is rather haphazard, without synchronization between the concerned development departments.
This means that the product lacked marketing-oriented Perspectives. Moreover, the committee lacked a clear direction and clear details in terms of cost, the format and how the book could be presented. This is highlighted by the fact that essential decisions were made in due course, suggesting that the organization did not do a comprehensive opportunity analysis to understand what the potential readers of the product really wanted. The committee deviated from the core function of the Bureau of Meteorology, without conducting and doing detailed studies on the concerns raised in the product development, such launching the book without addressing the concern about if anyone could be interested in reading the book.
In addition, the committee failed to conform to conventional product development steps such as understanding and measuring market opportunities, and failure to have clear strategic competitive advantage factor for the product Aaker, (2009). How should the book’ s marketing have been planned to achieve the intended sales? Feel free to use SWOT analysis here. Focus on converting weaknesses to strengths and similarly converting threats to opportunities.
Now focus on appropriate strategies that can match strengths and opportunities (information related to this question is partly present in Chapters 1 & 3). The books' marketing should have been planned to achieve the intended sales, through a detailed understanding of the internal and external environment. The steering committee could have formulated marketing strategies which consider the strengths of the Bureau of Meteorology, such as detailed understanding of floods. The marketing could have been centered on highlighting to the market segment the strengths of the authors. Whereas the Bureau of Meteorology has a weakness, such as not being experts in publishing and marketing, the Bureau could have contracted experts in the field to perform the publication and marketing.
The product has the opportunity to serve various clienteles in the market such as the professional market and the general consumer/ education market. The committee could have considered market segregation strategies with different marketing strategies for the professional market and the general consumer/ education market. Moreover, the committee could have sourced for professionals to do the marketing.
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