Case Study Of Lanka Porcelain

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Lanka Porcelain (Pvt.) Ltd is a porcelain tableware manufacture in Sri Lanka. The company improved its product quality and developed second to none porcelain tableware which having a great demand in the market. Lanka Porcelain (Pvt.) Ltd porcelain followed an inside out approach where they produced a high quality product and expect to market buy it. Due to unique features of product customers prefer Lanka Porcelain’s tableware than competitors. After successful journey in the local market Lanka Porcelain (Pvt.) Ltd planned to enter the overseas market via Japan. Since there are many companies involved in production and marketing of ceramics tableware products in Japan like Noritake Lanka Porcelain pvt Ltd and Dankotuwa porcelain ltd., Lanka Porcelain (Pvt.) Ltd would has to face a mass competitiveness within the market. At the first stage Lanka Porcelain (Pvt.) Ltd decided to enter to the market by segmenting. Since the experience and the knowledge on overseas marketing is less, company decided to do so. Under segmented marketing company selected Lifestyles and Psychographics segmentation as their marketing segmentation strategy. Lifestyles and psychographics segmentation is an approach that places emphasis on the shared activities, interests and behaviors of particular customers. It is the process of dividing the target market based upon consumer personality traits, values, attitudes, interests, and lifestyles. Along with activities, lifestyle segmentation is driven

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