• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

With reference to the car market, discuss the case for and against engaging in niche marketing as distinct from mass marketing.

Extracts from this document...


With reference to the car market, discuss the case for and against engaging in niche marketing as distinct from mass marketing. A niche market consists of targeting a product or service in small segment of a large market. A niche market allows firms to target just one type of customer group. This is beneficial to a business within this particular market because it can help clearly focus on what that certain group of customers want and expect from the niche business/industry. In the case of the motor industry, there's a huge distinction between the volume car producers and the specialist or luxury car producers in relations to the whole production area, especially the target customers. Considering the fact that the specialist or luxury car producers are from the niche market, the potential customers for that specific industry are generally are small. ...read more.


Another factor is that the niche market can also build up specialist skills and knowledge which will be appropriate for the market. This means industries can enhance from their original products by modifying to improve or to add different versions to the market. Since the car industry has to constantly invest in research and development, the luxury car producers has been successful in responding to these changes. Therefore, they're able to produce cars that are able to meet customer's requirements. With cars being modified, helps continue on with the success for that specific car make as well as the entire series. This will require additional costs in order to continue on with the market. But it will mean wider spectrums of customers who can afford these cars are more likely to purchase since they know that it's being modified thoroughly and regardless of costs it is worth their money for investment. ...read more.


This is due to the relative reasonable prices of �8,000 - �25,000 for a car, which many people can afford. From this it means more customers can purchase from the volume car producers which means they can produce good revenue which may lead to good profit. In conclusion, the most effective market for the motor industry is the mass market which is the volume car produces because there are many people who are interested in purchasing cars at affordable prices than for higher prices from the luxury car produces. This means the mass market are more likely to become successful as a whole because there will always be people who will be interested in purchasing affordable prices cars than for high end cars who generally cater fewer customers. Therefore, since there will be on-going purchases from the volume car producers they're likely going to become much more successful than the luxury car producers. ?? ?? ?? ?? Lee-Kim Sy ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Case Studies and Analysis section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Case Studies and Analysis essays

  1. Microsoft Case Study. Objectives, structure and marketing.

    This department will be looking into selling the product through different methods e.g. Internet, E-mail, Letter, Door-to-Door, etc Administration / ICT The administration department deals with emails, such as ordering products, customers paying for the products. In Microsoft's case, customers will send the administration department an email of orders of

  2. Small Business Strategies - identifying the target market, necessary skills, plans for development and ...

    Having employees that have the relevant skills and knowledge provide are huge asset to any business and well positively influence the level of service that the business offers. The employees are the public face of the organisation and therefore their ability to interact well with customers and convince them to make a purchase is essential.

  1. Investigating Internet Marketing

    can also order cheque books online and collect at a branch later. RBS has all information a customer may want to know online regarding services and products. So internet banking has really changed the lives of many people and it was a bit frightening in the beginning but constant marketing made customers feel more secure when doing business online.

  2. Cadbury marketing mix

    However this article also proves that Cadburys can afford a slip up now and then as it states a continued strong performance from Trident. This shows that Cadburys don't rely on just one product to be successful, if one product isn't successful; there are plenty of other Cadburys products that can get Cadburys a profit.

  1. The main purpose of this research is to know and analyze whether the Olympic ...

    The fixed research design is been fixed initially before the original data collection methods which are to be established in the research process. The fixed research design is totally a theory based approach and for this reason it is not such easy to recognize or estimate the mathematical variables as well as the methods.

  2. Disneyland and M&S. I am going to investigate customer service in two separate ...

    turn would lose custom for Disneyland Paris which in turn would lose them revenue and profit. Internal customers of Marks & Spencer's Marks and Spencer's internal customers consist of Employee's, Managers, Shareholders and the various people who work in the different departments of the business; for example Human Resources or Finance.

  1. Unit 9: Marketing Strategy

    SMART stands for: Specific Measurable Attainable Realistic Time related After each of my business objectives I will assess whether they reach the SMART criteria and the reasons for this. "To break even within the first twelve months" S This target is without doubt specific as it highlights exactly what is needed from the business to achieve it.

  2. starbucks customer service

    For Gettco/A'amal travel the after sales service is what the customer bases their opinion on of the business. If the business doesn't have good after sales services the business will not survive. This is because for every bad experience a customer has they tell 13 people and every good experience they tell 3 people.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work