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

    This would normally result in the product life cycle extended. Some product do not make it through all then stages or skip some stages, therefore it might not be easy to tell which stage the product is in. A famous example of a product like this could be the Ford

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

    In general there are different types of the research designs but the appropriate research design is been taken into consideration depending on the type of the research problem. The research design is been divided into two different types such as the fixed research design as well as the flexible research design.

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

    Human skills - being able to deal properly with both employees as well as customers. Human skills are also an integral part of employee-employer relations in relation to how well the manager can influence and lead the groups. Conceptual skills - having an aptitude for creativity, problem solving and decision making.

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

    One of the needs for the employees of Marks and Spencer would be suitable break times. To ensure this need is met Marks and Spencer have set out these break rules; 0-4 hours they don't get a break, work 4-6 hours they get 30 minutes, 6-8 hours they get 45

  1. Unit 9: Marketing Strategy

    The target may be short term, for example 6-12 months, or long term, such as 5 years. It is important that the targets are regularly reviewed; this helps the business to measure its progress. I have chosen to use the SMART approach when setting targets for my business.

  2. I am going to carry out an investigation into S Parton Construction Ltd. I ...

    Customer service and satisfaction are our top priorities, and we would be delighted to talk to you about your building plans..." (Source: sitebuilder.yell.com). It is 5.87 miles away from the city centre Dino's building Limited "4 partners providing the expertise needed in the diverse industry of building.

  1. NETFLIX CUSTOMERS SATISFACTION

    It did not introduce the monthly subscription concept until l?te 1999. Since then it h?s built its reput?tion on its policies of h?ving no due d?tes, l?te fees, or per-title rent?l fees. Netflix w?s born ?s ? result of ?

  2. RELATIONSHIP MARKETING - factors affecting customer satisfaction

    developing advertising that features real employees performing their jobs 3. allowing service providers to preview advertisements before customers are exposed to them 4. ensuring that consistent service standards are delivered across multiple locations 5. identifying and explaining uncontrollable reasons for short falls in service performance 6.

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