Company Positioning Case Study

The purpose “...captures people’s idealistic motivations for why the organization exists” (Daft, 1999). The mission statements of most companies say much more about the enterprise’s present business scope and purpose, “who we are, what we do, and why we are here.” A company’s mission defines the segment of customers the company seeks to satisfy, the market segment it seeks to serve, and the resources deployed to achieve the purpose (Thompson et al., 2005). If a company’s mission is to have any managerial value, or reveal anything useful about its business, it must direct attention to the particular market segment in which it operates; the buyer needs it seeks to satisfy, the customer groups, the market segment it is trying to serve and the types of resources it is deploying to please this group of customers. An effectively worded mission statement typically describes the company’s present business scope and purpose. Very few mission statements are forward looking in content or

What are consumer insights? What types of business challenges can benefit from consumer insights? How are consumer insights obtained? The consumer insights usually helps firms to understand the notion behind consumer attitude, preference and belief for purchase a certain product among the basket of brands available in the market. These insight can be gathered from consumer surveys, both qualitative and quantitative in nature, which can help the company to gather data on the strength and weakness of the brand and product attributes that are associated with frequency of purchase and usage of the product.

The demographic, physiographic and geographic characteristics help the company identify and target the potential markets and identify the desires of every category of a product to meet the customer’s wants. The company’s principal strategy is based on brand positioning and differentiation which helps it to understand each market’s value proposition. This helps in product differentiation in the competitive market to attract many new customers and keep

To set up a competitive advantage and enhance productivity, associations must see their clients, as well as, their opposition. It is noted that porters five forces analysis turned into an important part in any official’s business toolbox. The model gives direction to help structure key choice listing to make deciding industry engaging quality elements adding to the force of focused competition, the threat of new entrants and substitute commodities, and the bargaining power of customers and suppliers. Furthermore, depending upon a combination of these forces, approaches could be determined whether to enter an industry new to the association or to appropriate forces contributing to low business attractiveness (Fyall & Garrod, 2005). It seems porter 's five forces model depends intensely on building up the attractiveness of an industry.

• Product concept: - any consumer when want to buy a product, they are always looking for quality and performance of the product and what features of this product is having, so the organization always should devote their energy to improve the product. • Selling concept: - when companies do a lot of promotions for their product so the consumer will buy more of their product and the sell of the company will increase due of that actions. • Marketing concept: - in this concept to achieve the organization goals they have to know what the consumer looking for and what his/her needs, also by thinking and feeling about what the customers way of thinking and feeling, so by this way they can delivering the desired satisfaction to the consumer better than competitors. • Societal marketing concept: - the idea of this concept, that the company should related their marketing activities for the welfare of the society, also focusing on wants/needs of targeting marketing and delivering a great value to the consumer better than the competitors.

Supply Chain Management (SCM) is the wider concept of looking at the business needs from the sourcing till the production of the final product and delivering it to the customer. SCM attempt to centrally control or link the sourcing, the production, the shipment, the warehousing and distribution of products. The purpose is to ensure the whole business know what is happening when and where. By managing the international supply chain, companies are able to cut wastage and become more lean and mean, be more competitive and provide products faster. Being more lean and mean will drive the company to keep tighter control of internal inventories, production, distribution, sales and the inventories held and forecasted are all key elements in the SCM.

Porter. This analysis is used to measure the level of competition of the company in same industry. Abundant of economic studies stated that different industries can survive at different profitability level, the difference is explained by industry structure ("Porter 's Five Forces," n.d.). In other words, this model identifies industry structure based on the varied profit margins between industries, to help the company determines corporate strategy ("Industry Analysis | Porter’s Five Forces | Competition," 2014). The objective in this analysis is to help managers determine profitability and attractiveness of an industry (Investopedia, n.d.).

The marketing plan is a crucial outline of the what’s to be expected with the launch of a product. “The marketing plan is the strategy for implementing the components of marketing: creating, communicating, delivering, and exchanging value” (Tanner, & Raymond, 2013). Its in depth description helps team members know their role and responsibilities, informs stock holders and management of expectations for the product and allows for the company to seek possible investors and begin marketing to the consumers and potential supply chain. The more informative and outlines a market plan the better chances of success because it creates guidelines, goals and supports the functions of launching a new product. Each section and segment of the market plan are made up of different components that all have their own importance, research and strategic information that go into determining the successes of the product and its life span.

Brand can be established on different basis. Maybe quality or status. Therefore, companies use price-skimming strategies to reach their target markets and successfully establish their brands. • Perceived Quality Quality is what every consumer seeks be it any goods. So, this should also be the prime focus.

The different teams are involved. So there is need for coordination among different teams, sections, divisions, departments and locations of the company. The coordination is needed horizontally at same level, vertically from corporate plan to departmental plans, internal within the teams or departments, external with advertising and public relation agencies.Integration of all marketing tools, approaches, and resources within a company that maximizes impact on consumer mind and which results into maximum profit at minimum cost. Generally marketing starts from "Marketing Mix". Promotion is one element of marketing mix.