Maruti Suzuki Marketing Strategy Essays

When a market is segmented and marketing resources are limited, the marketer may decide to pursue a large segment strategy.A mass market may be segmented say into three core segments.When a single segment focus has reached the point of full market penetration and after a single-market segment successful, the marketer opts for adjacent marketing strategy, a closely related segment is tackled next.

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Nike produces shoes for golfers, tennis players, basketball players, for cricketers, and thus serves many segments relating to sports shoes.

Chicago-based Hyatt Hotels and Resorts has targeted the gay, lesbian, bisexual and transgender market to make its image more attractive to this market.

It means to concentrate organisation’s marketing efforts on a single segment.

Unfortunately there are large risks associated with this strategy.

Thus, there is always a possibility to carve a niche within a segment to customise marketing efforts according to group of target customers.

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Niche segment consists of sufficient number of customers seeking somewhat specialised benefits from a good or service.

Should the chosen segment cease to be viable the firm would also cease to operate.

Putting all the eggs into one basket can be hazardous.

For example in case of a power supplier, the segments may include domestic users, government users, commercial establishments, factories, occasional users, etc.

The power supplier would serve all the segments at the same time.


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