• 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...

Introduction

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.

Middle

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.

Conclusion

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. Unit 9: Marketing Strategy

    Geographical Group The main geographical group which I will target my promotions at will be those living in Sutton-on-Sea itself, these will be regular users and loyal customers. One other geographical group which I will target will be tourists travelling into Sutton-on-Sea and the surrounding area either for day trips or a holiday.

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

    This will include successful trainees that will train the new workers to take on the particular job role and provide them a good job that they would prefer. Another aspect of the Human Resources department is to look out for those that need a holiday (it could be paid holiday, sick leave or suspension).

  1. Investigating Internet Marketing

    But users of this service can do the whole process online with no need to go to the American embassy or consulates. This was a way the USA government found to benefit users of the service with no bureaucracy and very quick process by using online channels.

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

    Administration helps with tasks such as maintaining stock levels and ensuring that payments are collected/paid on time. Previous experience Having a previous experience in a similar working environment could prove to be an invaluable asset as it would provide a basis for me to continue to develop the skills and

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

    as the common types of the research problems that will take place in the market. By making use of this qualitative research methodology the different types of the difficult questions such as why and how could be clearly answered and the decision making process will play the vital role in this specific research method.

  2. NETFLIX CUSTOMERS SATISFACTION

    However, the key to building long-term customer satisfaction ?nd retention ?nd re?ping the benefits these efforts c?n offer is to focus on the development of high-qu?lity products ?nd services. Customer satisfaction ?nd retention th?t ?re bought through price promotions, reb?tes, switching b?rriers, ?nd other such me?ns ?re unlikely to h?ve

  1. Cadbury marketing mix

    Cadburys also have variety of products this is shown in section product 5 in task 3. There is a Cadburys Cr�me Egg, which was made for the Easter season, however still does sell outside the season due to its delicious taste.

  2. RELATIONSHIP MARKETING - factors affecting customer satisfaction

    This can be accomplished in so many different ways, newspapers; magazines; internet; coupons; signs out of front; word of mouth and more. Choosing something like a coupon or a two day sale, this will get the customers rolling in the door specifically for the sale but then once they see

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