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New Products: Levis Strauss can even provide jacket, blouse, T-shirt, short, scarf, a watch for customers, it is possible to but difference kinds of products by customers.
C)
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Objective: The objective is affected by the processing of company, because company has to predict how many profits will they get in the future after selling all products, normally , the objective has to be changed a couples of months, because it identifies the marketing plan is going to be wrong or right.
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Target audience: Levis Strauss are mainly targeting man and woman wears are given a comfortable, casual, affordable and fashionable products from Levis and name make they trust. This is their aim to achieve in the future.
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Events: Levis Strauss uses the marketing tools to attract more customers to buy their products, such as advertisement, fashion magazine, the website, customer loyally programme and fashion shows, which can attract more customers to buy their products.
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Competitors: Miss sixty and Diesel are selling similar products with Levis, Docket’s and Levis Strauss, which is jeans, jackets, top etc, although each company has the uniqueness style of product, Levis Strauss creates more dressing which can be able to attract more customers with comparing other competitors, such as colour, button fly, fit, fabric etc.
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Budgets: Levis Strauss considers about how many budgets they will spend for fixing up a building as making it more unique design, fully atmosphere new, tidy, attractive, fashionable, and colourful and variety of products. Those make a new image for customers, who would like to entry their company.
In marketing mix in 4ps: Product, Price, Place and Promotion
Product: in product, Levis Strauss can use the traditional cotton to make jeans, jacket, short and t-shirt they can even use other colour too, they can attain more customer to try buying a new products.
Price: The average price jeans in Levis Strauss costs 30-40 pounds, they can even grow up the price of some jeans which is the best quality and reasonable, because some teenagers would like to buy a jean which is fashionable in this generation.
Place: Levis Strauss is a big company, it supposes to have more capital to build a new store, where is in city centre, department store or central London. Those have more customers with diffidence ages or nationality in UK, who would like to look around the town.
Promotion: Levis Strauss can even provide advertisement such as TV show, Fashion show, Fashion magazine discount for new products in new season like Christmas, Eastern holiday.
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D)
The choice of targeting:
- Student: Levis Strauss are mainly selling their products for Students would like to spend their money for clothing and buying which make them more fashionable and attractive in this generation.
- Wealthy customers: Wealthy customers likes having jeans which is good the quality, comfortable , strong brand name and unique style, they can be able to afford buying a variety of products.
- Engineers: Levis original is mainly selling jeans to engineer at the since 1853, it means that engineers want to buy a jean is not affected their working in the factory or protecting their legs, which provides safety and comfortable.
- Factor: Student like wearing fashionable dressing, Wealthy customers like spending more money to buy some products, which is good quality. Engineers like having a jean, which is safety for their working in the outside or even in factory. Those are their main customer targets.
The choice of positioning strategy:
- Central London and department store: Levis Strauss can build a new store in Central London or in where have probably ten thousands of peoples like looking around in here, it attracts more customers to visit their company.
- Department store: Department store can get more profits where is outside of London because students and wealthy customers would like to spend more money at the weekends, celebration and public holidays.
- Disadvantage: it costs lots for renting a store in Central London. Customers would like to buy a variety of products in London and compare with other company, which is reasonable.
- Investment: Levis Strauss can be able to invest with other fashion company such as Republic, ASDA and Woolworth’s etc.
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Question 2
- People: people can instantly answer customer question how much benefit will they get if they apply for account in bank, they can directly explain to customer and register the application in bank, which is the minimum requirements for each services such as student load, insurance or mortgage. People can even sale its products on the street, such as credit card with new gift is for the bank or increase the brand name by communication with each other, because new customer can be heard by their friend, it makes more customers to apply in their bank.
ICT (information, Communication and Technology)
Information:
Financial services industry provides a variety of bank accounts as listing of requirement (student account, current account and basic bank account), which style of accounts are suitable for difference ages of customers, Web site can be shown the detail of background of bank, requirement for customer.
Communication:
Bank also provides customer services, which considers about what they should make customers satisfied in the future. Moreover, Promotion can sale by phone, e-mail and post to customer in this generation, those can give the latest information to customer and keep community with them.
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Technology:
Extends Internet banking, 24 hours customer services, cash machines and 24 hours lost/stolen card telephone number and apply online are provided variety of information technologies services, those help customers solving out their problem and be convenience in this generation as saving plenty of time.
The rates of interests increases into accounts provides a difference ages of customers such as adult, student and elderly etc.
- Gifts can be suitable for giving to customers at the beginning. Back can also provide reasonable loan rates, which is much lower than other financial industry;
- Creating loyalty incentives (e.g. point card) can be useful in restaurant and supermarket as gathering points, it makes discount for regular customers if they have enough points.
Question 3
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a)
Definition:
Their definition is marketing is attracted affluent customer, who would like to have high standard of life and extend high performance cars with designing, engineering, nice sharp of car and speed. Bentley can even develop their facilities of making cars with Volkswagen , to achieve the latest model and develop high-performance of engine as comparing with other automobile company, which is their aim to attract more customers and make Bentley lovers to be satisfied.
- Consider what customers demands are their aim to achieve in the future.
b)
In 2000, Bentley focus on providing higher quality of automobile for customers their market orientation includes:
Fantastic facilities in car, which is satisfied by customer needs such as Memory Electric, Heated, Driver Memory Seats Electric, Driver.
For example: We are Bentley Motors, and our vision is simple: We are an authentic British motor company dedicated to the design, engineering and crafting of the world’s most respected high performance cars. That British authenticity is in our history – and in our blood.
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- Keep improving the brilliant engine with high speed and the latest model for Bentley lovers continuously in this generation.
The organization can deliver the desired satisfactions to customers more effectively and efficiently than competitors' doing, it means that Bentley marketing concepts is providing:
Background:
- Bentley aims to create the best quality of car with the precious prices to wealthy customers, following up what customer and Bentley lovers demand continuously in this generation as attaining more customers would like to buy our products in the future.
- History: It can have confidence in selling products to customers because of strong brand name has been extending a car nearly 90 years. The marketing oriented of Bentley provides good cars to customers currently.
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High speed of engine: the company improves the latest technology system; as it cannot be obsolescence by the strong brand name in this generation, keep improving the brilliant engine with high speed and the latest model aim to satisfy what customers demand in the future.
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c)
Marketing concept can define marketing mix in 4Ps (product, price, place and promotion)
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Product:
- Bentley provides a variety of products for customers, each product has its own style, shape, function and electronic communications are able to satisfy what customers and Bentley lover’s demands. Such as convertible car, traditional car and classical car.
- Convertible car: it is suitable for some wealthy customers, especially in couple, who like achieving high-performance of car with sense of romantic.
- Traditional car: it aims to give stable, high-performance and normal hand making to some Bentley lovers.
- Classical car, it is for some Bentley lover, who like to desire designing, shape and sense of classical.
Price:
- Using the finest high quality of materials with traditional hand-build methods in order to keep providing the best quality for customer, those methods make the reasons why Bentley is the most precious and attractive than other automobile company.
Place:
- Bentley has already been located many countries in the world such as America, Japan UK and Singapore are close with working each company, which is selling, promoting supporting with each other.
Promotion:
- Bentley aims to promote its cars with good looking and feelings, issues the latest model by car magazines, news, the web site, live shows and cars exhibition are able to get more benefits in the future.
The benefits of Bentley:
- Bentley provides the best quality of cars to customers, it makes the customers feel reasonable for spending lots of money with good cars, brilliant designing, amazing speed, strong brand name and powerful engine.
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Using the special style, image and glamorous sharp get customers attracted.
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Bentley is able to provide attractive, cutting-edge, advanced, classical, those are company benefits of attracting to achieve, satisfy and desire high standard of life.
- Customer care: Bentley can provide some questionnaire to customers or some customers, who has already had Bentley car, what do they have to change or develop in this generation, Bentley can be able to get more information from customers, what can be grown up the quality of cars as comparing with other companies
The cost of marketing:
As automobile company, you can get profits by promoting their products by Car exhibition, magazine, advertisement, the web site, live show, television programming.
- Car exhibition and live show: Exhibition does not cost a lot for promoting; it offers customers or car lovers to see what they like.
- Magazine and advertisement: it provides more detail, style and information to customers, but it can cost a lot by promotion.
- The web site: web site is the cheapest one, but it can be risk of promotion. Customers like having a real looks rather than searching for the website.
- Television programme: it is suitable for cars lovers, but it spends too much for recruiting professional drivers.
Question 4
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Political:
- Taxation: each country has their own system of taxation as affecting a fast-food company are getting nice income , it can be higher or lower, if the taxation is high, Company should increase the prices of staff, Besides if taxation is low, fast-food company can get high profit.
- Political environment: it is not good suggestion for investing huge controversy countries, such as Iran, Israel etc, because the background of political environment is not stable, so that it is not good for investment.
- Laws: Business is affected by laws protection in the country, it is possible to some countries do not allow some fast-food meals to sell, such as Pock, Beef etc.
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- This picture shows the GDP in European Countries.
Economic:
- GDP (Gross Domestic Product): The background of GDP identifies the production, consumption, investment and public spending in the country.
- Inflation: When the inflation increases, the product prices will increase, it means that the value of export will be affected by disadvantage of inflation as making the currency will devalue; it also affects products from fast-food Company.
- Labours costs: the currency affects how many salary do labours have, for example, in UK, the minimum salary is 5.50 pounds per hour, in Hong Kong, the minimum salary is 1.50 pounds because the currency is affected by the inflation.
Social Analysis:
- Cultural: Some countries , especially in Asia, they do not allow citizens to eat pock or beef, fast-food company can provide some special meal for them which is without pock and beef such as chicken burger, lamb burger , chicken wings etc.
- Population: Profit is affected by the aging of population, if elderly peoples are more than teenagers(e.g. Japan), consider about the age range in the country, because elderly people prefers having healthy food rather than fast-food, company can create sandwiches, some meals without chips, salads etc
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- Customers: company can consider about the background of customers, In Asia, each worker are at least working around 55 hours per week, it means that fast-food is suitable for them, which is saving times , it is possible to get more profit in the market.
Technological Factors:
- Facilities: Fast-food Company can use the latest facilities to recover the times of producing.
- Detail of products: Customers can visit their website, which gets the latest products by the Internet.
- Improvement: Keep improving products with speed of technology and providing a fast- food with good quality are their aim to satisfy each customer in this generation.
Legal:
- Employment: the employment laws protect employees salary, labour holidays, insurance, compensation etc, so that company has to give a contract for each worker, which makes sure company will not be against the law with government.
b) Marketing mix defines four elements; it has product, price, place and promotion.
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Social Analysis:
- In coming Christmas holidays, Fast-food Company can provide some meals, which are suitable for promoting western cultural style in UK such as box meal, special offer for child meal with toys and refuel soft drinks etc. Furthermore, company can increase the price of products with Christmas gift, so that customer would like to spend more money for celebration.
- They can also create some games or competition for customers , which is attract more customers to apply it , Fast food company can get more benefits by enrolment from customer and increase the brand name in the society.
- Using cartoons promotion attracts kids to buy their products, because Kids like colourful things. It attracts more parents to buy their product, which satisfies their son or daughter need.
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Technological Factors:
- Fast- food company uses the latest facilities to increase the products as reducing more labours, it can cut down more outcomes. In developed countries, Customers can be accepted by using facilities for making products, although marking products from facilities is not better than hand-making, it saves plenty of times for customers.
- Use the website, giving the latest products to customers, it makes customers convenience.
Reference