• 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

    My subsequent marketing warfare strategy will be that of Guerrilla, I will rely on the element of surprise to announce Fabulous Frostings as a market challenger. Despite this strategy having the promise work well when attacking immediate competitors such as Gray and Goodliffe, I will not realistically be able to attack large competitors such as Tesco.

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

    What I mean by this is that price will determine how many sales can/could be made. Technically speaking price is actually based on what customers perceive. Knowing customers opinions about the price of a product is important because if a customer thinks prices are too high and they are not put down and this could result in customer loss.

  1. Investigating Internet Marketing

    * Responsive transactions: the process to buy online is very quick, once the customer is registered, has chosen the products, the only thing the customer needs to do is go to checkout, pay the bill and if the customer has already paid for products using a credit card before, the

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

    Generally the primary source of the information is been considered as the original as well as the true information than that of the other information sources. It is already been clearly explained in the previous sections that the case study approach is the best method and the different types of

  1. NETFLIX CUSTOMERS SATISFACTION

    service, including ?ttributes, consequences, ?nd end st?tes. The customer v?lue orient?tion is ? longer term ?nd more st?ble orient?tion. It helps to interpret inform?tion on specific service ?ttributes in ? pr?ctic?l w?y. Most tr?dition?l customer satisfaction me?sures, however, ?re focused ?lmost exclusively on getting inform?tion ?bout ?ttributes.

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

    The wealth of technological equipment which is to be utilised means that I and my employees require excellent computing and software skills/knowledge. If these skills are not up to scratch, it could cause a seriously affect the level of service and quality the business can offer to its customers.

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

    its capital value in the future Departments Most large businesses are split into different departments each with a different function. Some of these departments include; Human resources, Finance, Marketing, Administration, Production, etc. These different departments however don't operate individually; therefore activities in one department may affect another within the business.

  2. RELATIONSHIP MARKETING - factors affecting customer satisfaction

    This may occur due to ignorance, lack of vision, limited resources. 3. Gap 3 indicates the gap between service quality specifications and service delivery where the management understands the customers? desired level of service and specifies an appropriate set of standards.

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