Marketing Management Assignment Evaluation Marketing Case Scenarios

Question

Task: The questions to be answered in the marketing management assignment are:

Question 1:

You have been hired to develop a marketing plan for QANTAS Airlines. Discuss the 4 segmentation bases that may be used, and then recommend a target market for QANTAS. Students should combine their discussion with theories provided in lecture

Question 2:
Explain using the perceptual map provided the positioning of each of these cities. (300-400 words total)

Question 3:
UK gym company Fast Fitness operates in over 100 countries, and Australia is being considered as a potential new market for Fast Fitness.

As the marketing manager for Fast Fitness you have decided to research the Australian market. You have identified office workers in the two major cities of Sydney and Melbourne as your target market.

Discuss two micro environments that may impact Fast Fitness in this market that you would consider when formulating your marketing strategies (250-300 words)

Question 4:
Discuss each of the five stages in the consumer decision making process when buying a new computer for your sister. You should combine your discussion with theories provided in the lectures (250-300 words).

Question 5:
Culture is the fundamental determinant of a person's wants and behavior. The growing child acquires a set of values, perceptions, preferences, and behaviors through his or her family and other key institutions. What values are typical South-East Asian children exposed to? (450-500 words)

Question 6:
Identify, describe and discuss (minimum3) challenges associated with mobile marketing. Discuss how advertisers may overcome each of these challenges? Provide examples to illustrate your discussion. (250 -300 words)

Answer

Answer 1
The market segmentation in Qantas is based upon a group of customers that share a similar set of needs and wants. Moreover, the segmentation is dependent on geographic, demographic, psychographic and behavioural factors. Based on the segmentation, the target of Qantas Airlines can be formulated such as the domestic presence of Qantas is high in Australia and has covered at least 65% of the overall business (Ma et al., (2019), p2(1)). Similarly, the segmentation and the targets of the Qantas is given below:

• Demographic: The primary strategy of Qantas is to provide services to people between the ages of 18-34 that are the second-largest age group (White, 2018 p.2. (3)). Based on economic status, the passengers are divided into economy class, premium economy class, business class and First class. The ethnic class also changes the class of passenger as per their economic status and investment in the ticket.
• Geographics: 65% of the international, local and regional airlines are controlled by Qantas Airlines (Ma et al., (2019), p2(1)). This makes it the highest competitor in Australia with huge rivalries such as Virginia, Singapore Airlines and many more.
• Psychographics: As per the lifestyle of people, the airlines also focus on different classes such as the first-class for luxury travel and lower to economy class for middle-income people.
• Behavioural: Needs and benefits define the decision role of Qantas Airlines in the market. The passenger classification is similarly based on the behavioural segment to easily meet each need of travel.

Considering the segmentation approach, Qantas need to target such market which have frequent travellers and belongs to high income category with high brand loyalty.

Answer 2
Marketing positioning is the way that offers the firm to occupy any distinguishing place in the minds for the target classification. Moreover, the perceptual mapping defines the state of existence of these cities in different aspect and different pattern as follows:

The high point of Interest
The change in the interest increases the rate of prices and it can be evident with the scenario of the development of beaches in different cities. Moreover, historical cities such as Paris are in the top list of this interest where the cost of the market is high. Other cities such as Cancun in Mexico, Las Vegas in the USA, and Rome in Italy also have high interest in consumers with high expenses. These places are a combination of both the historical and the entertaining place based on which the range of interest is dependent. Cancun is a Mexican city that has numerous resorts and is known for its nightlife (de la Rosa et al., 2021, p.4 (2)). Las Vegas is the most populous city in the state of Nevada that is highly known for tourism, business, gaming, conventions, and other entertainment purposes. Rome is a city of historical revolution, scholars, philosophers, and arts. It is a historical attraction in the heart of Italy (Grossi. and Pianezzi, 2017, p2(4)). Paris is often referred to as the city of Romance that is famous for its cafe culture, Eiffel tower and many more monuments.

Low price and low interest
The cities with Low interest, as well as prices, are Tampa and Nassau. Orlando and Miami are major tourist spots in Florida that have reduced the attraction of Tampa. The same history is seen with Nassau that has made it less attractive.

Moderate Price and medium interest
Although Washington DC is the capital of the USA it has a medium interest and moderate price. This is due to the official buildings, heavy traffic and less attraction in the city. Low interest and high price Maui is the only country where tourism is high and other business practices are low, leading to huge prices in the place with low points of interest.

Answer 3
Microenvironments are the small units of forces that are closely related to the company affecting the overall ability to serve its customers. For the operation of Fast Fitness, a UK based Gym Company it needs to consider the potential market in both Sydney and Melbourne to effectively start their business in the target market. The following two micro-environment affects the overall business of Fast Fitness:

Employee
Sydney is a moderately employed region where only 69% of the overall population were employed in 2016 (Bangura and Lee, 2019 p3(4)). It is an indicator of the socio-economic status of Sydney that reflects the labour force in Sydney is high and completely depends on age, education and occupation. The educational and skill base of the population is high in Sydney and Melbourne. Whereas only 62% of the people in Melbourne are employed. This will provide better employment and skilled labour for Fast Fitness to operate in Australia.

Competitors
Gym and fitness clubs have a huge demand in Australia where Sydney and Melbourne are attractive places with huge amounts of gyms. The competition is hence high where the new entrant's issue is a subject of threat and high suppression activity is encountered. Thus, the development of Fast Fitness will face huge competition. The major competitors will be Doherty, Snap Fitness Brunswick and Jetts Fitness Campise.

Answer 4
While buying a computer for a sister, it's an important step to derive the consumer behaviour decision-making process that can help to understand the product. The following stages are typically followed by the consumer before buying any product: 1. Problem Recognition: The buyer needs to recognise the problem or the demand that triggered his internal/external stimuli, for example, the need for a computer for his sister. These needs can be triggered by internal factors such as hunger, thirst, and institutional need; and external factors such as advertisement (Qazzafiet al., 2019, p3(1)). Maslow's Hierarchy understands the needs that are required for the people and arranges them accordingly.

2. Information Search: In the second step, the model suggests that the customer tries to find a solution that can be effective, such as a solution to buy a laptop or PCs. This is completely based on the effort of the buyer that is suggested through the internal and external business environmental observations.

3. Evaluation of Alternatives: At this stage, a consumer focuses to identify and evaluate a different range of products or brands based on the product attributes and the benefits each company provides. The customer involvement model suggests that the customer focuses on brands, sellers, product attributes, external information, and huge time investment.

4. Purchase Decision: It is the fourth stage where the actual purchase takes place. In this decision, the consumer and the company needs to focus on two major factors such as negative feedback that comes from other customers and the motivation level that can comply and accept the feedback for better business.

5. Post-purchase Behaviour: This stage is highly important as it keeps the customer intact in the future. The ratio of matched products and the satisfaction of the customers affect the decision for purchases in the same company.

Thus, based on the above points the overall decision making in the consumer purchase is seen. Moreover, the expansion of Maslow's and the model of consumer behaviour decision making determines the total scenario of purchase and post-purchase behaviour.

Answer 5
Cultural factors affect the overall process of buying decisions as to the generation of perception, preservation, values, and behaviours correspond to the culture of living. As cited by Sreenet al., (2018, p.1(1)) suggests that the growing green purchase intention is dependent on the culture, behaviour and gender of the consumer. Also, consumers are highly sensitive towards their social and ethical consideration. Here, their appearance towards the company varies from place to place. Suppose in India, the people will consider that the company is established not to earn huge profit rather serve the overall community (Sreenet al., 2018., p1. (3)). Moreover, products such as the entry of green products in different regions experienced different views in cultural differentiation.

Another literature of Morgan and Vorhies, (2018, p2. (2)) explains that the strategic marketing explanation of any firm is dependent on the market orientation. This orientation controls the sense and appropriateness of the customer in any buying system. There is a huge amount of theoretical explanation that suggests the market orientation is highly dependent upon the organisational culture and the socio-phobia. In this section, the behavioural theory of a firm elaborates the marketing decision that the company or any firm needs to seek to elaborate on the cultural differences. Also, the theory of competition suggests that a strong balance between the company and culture can help to reach a high level of success (Morgan and Vorhies, 2018, p4. (1)). The cultural orientations enable managers to deal with the conflict between the demands of stakeholders. Moreover, strong cultures in the organisational theory view it as the unambiguous signal that provides efficient and powerful mechanisms to tackle the growing competition.

Thus, both the literature suggests that the cultural variations differentiate the need and demand of individuals. Along with this, the organisational balance is achieved after focusing on the overall contrast in the competition and stakeholder management.

Values that are typically exposed to South-East Asian Children
Around 627 million children live in South-East Asia that accounts for approximately 36% of the overall population in the subcontinent (unicef.org 2021). Thus, it can be said that there is a remarkable progression in human development in South-East Asia where maximum countries are classified as middle-income countries. However, the rapid economic growth and improving social indicators have changed the values of living of these people. The values in this region remain in a collectivist theory where socialist government and society plays an important role in the values of an individual. Moreover, the collective living of children brings a sense of fewer expenses and more savings. The identity of each and every individual is noticed as group identity and not as the identity of an individual. Moreover, personal boundaries are not uncommon for individuals. The diverse custom and collective living enhance the value of group existence in the children.

Answer 6
Challenges associated with mobile marketing
Mobile marketing is a multi-channel, digital marketing strategy that aims to reach the target audience with the help of electronic services. The major challenges associated with mobile marketing are:

• Measurement and attribution: These are regarded as the biggest challenge that arises due to the lack of consolidation in reporting. This is due to measurement attribution in both the web and in-app ecosystem. For advertisers, it is a tough job to build a brand track and manage the attributes in app campaigns. For example, if a company focuses on mobile marketing, applications and websites need to be developed to align the advertisement. However, consolidation in reporting is tough and dual management causes a challenge for the advertiser that can be managed by differentiating the unique requirements in each environment.
• Education: This implies the level of understanding based on which a wide range of misconception remains gathered around the app. The perception of people is a huge matter that affects the overall marketing. For example, an advertisement of subject A can be interpreted by different people on different aspects that depend on the thought pattern of target people. Thus, the advertisers need to understand the perception capacity of the target audience.
• Cross-device: It is based on the optimisation of the other parties that recedes in the organisation. Moreover, logging up huge data causes a challenge than in the norms making the organisation struggle for time being. For example, the companies are paying interest in raising the optimisation of all the log-in data. However, for the advertiser, their role is fixed for the struggle to find better partners that can help to relieve this challenge.

Reference:
M Bangura, CL Lee (2019), The differential geography of housing affordability in Sydney: a disaggregated approach,Australian Geographer, 50(3), pp.295-313, https://www.researchgate.net/profile/Chyi-Lin-Lee/publication/330731898_The_differential_geography_of_housing_affordability_in_Sydney_a_ disaggregated_approach/links/5cf724f8a6fdcc8475063d0e/The-differential-geography-of-housing- affordability-in-Sydney-a-disaggregated-approach.pdf

RS de la Rosa, EG Morales, IG Castro (2021), The use of beaches for tourism business,Administración y Organizaciones, 24(46), pp.30-49, https://rayo.xoc.uam.mx/index.php/Rayo/article/download/444/362

G Grossi, DPianezzi(2017), Smart cities: Utopia or neoliberal ideology?,Cities, 69, pp.79-85, http://repository.essex.ac.uk/20499/1/Smart%20cities_Utopia%20or%20neoliberal%20ideology.pdf

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NA Morgan, DW Vorhies (2018), The business performance outcomes of market orientation culture and behaviors,In Innovation and strategy. Emerald Publishing Limited, https://www.researchgate.net/profile/Neil_Morgan2/publication/325721363_The_Business_Performance_ Outcomes_of_Market_Orientation_Culture_and_Behaviors/links/5befa257299bf1124fd82e39/The- Business-Performance-Outcomes-of-Market-Orientation-Culture-and-Behaviors.pdf

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Unicef.org 2021.Children in South Asia.Available at: https://www.unicef.org/rosa/children-south-asia

L White (2018), Qantas still calls Australia home: The spirit of Australia and the flying kangaroo,Tourist Studies, 18(3), pp.261-274, https://www.academia.edu/download/57324900/Qantas_Article.pdf