Innovative Designs with Traditional Marketing

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Table of Contents

Case situation
Buying situation
Target market and market segmentation
Decision making unit
Environmental factors
Promotion mix
Conclusion and recommendations
Reference List

Case situation

The case study entails an analysis of POP Design which deals with architectural designs. The case is aimed at evaluating a number of marketing issues. This arises from the fact that effective marketing can result into a firm’s success. One of the ways through which this can be achieved is by increasing a firm’s competitive advantage.

In addition, effective integration of marketing concept can contribute to a firm’s long term survival. One of the ways through which a firm can achieve this is by evaluating the business environment. The case is aimed at evaluating a number of issues as outlined below.

What is POP Design’s buying situation and its implication to the firm?
Is the firm’s target and market segmentation approaches appropriate?
What is the role of decision makers in a firm’s decision making unit?
What are the environmental factors illustrated in the case and how do they affect the firm?
Is the firm’s promotion mix appropriate?

Buying situation

In its operation POP Design can be categorized as a new buy. According to Lamb, Hair and McDaniel (2008, p. 196), a new buy is a buying situation where a firm seeks to purchase a certain product or service for the first time. It is considered as the initial stage of contact between a vendor and his client. This means that there is no long term relationship between the vendor and the customer with regard to the product or service is established yet.

At this stage, it is important for the vendor to convince the client that he can be able to supply the particular product consistently. In addition, the firm must be able to convince the client that his or her products are of high quality. In its operation, firms come to POP Design if they desire their locations to be an integral part of the firm’s marketing mix. To ensure that the customers are satisfied, it is vital for firms’ management teams to understand the customers’ product requirement.

In an effort to achieve this, POP Design conducts a comprehensive consultation with the customer ( Fripp, n.d, p.224). In addition, the firm also conducts an interview with the client’s senior management, sales staff, marketing departments and its advertising agency. As a result, the firm is able to understand the client’s goals, their customers, and also their strategy.

As a buying situation, new buy enables POP Design to achieve customer satisfaction. This means that there is a high probability of the firm attracting potential customers considering the fact that only a few firms have incorporated the concept of design as one of their marketing strategies. Through the new buy situation, the firm will be able to expand its operations and hence its survival as a going concern.

Target market and market segmentation

In its operation, POP Design has targeted medium sized franchise systems. This arises from the fact that franchise firms adopt a standardized design. POP has adopted a behavioral market segmentation strategy ( Fripp, n.d, p.224). Behavioral market segmentation is a method of market segmentation which takes into consideration the consumer’s behavior. The firm attains this by considering management attitude. Decision to integrate management attitude arose from realization of the fact that their designs are innovative.

As a result, the POP Design core target market includes firms whose management teams are risk takers. In addition, the firm targets firms which are more marketing oriented. As a result, the firm’s target market includes management teams which are composed of relatively young individuals. In addition, the firm targets firms which are concerned with improving publicity for their products and also firms which are customer focused.

Decision making unit

As one of the consumers, organizations have a decision making unit which enables firms to be effective in their purchasing patterns. According to Lamb, Hair and McDaniel (2008, p. 42), decision making unit is composed of users, deciders, gatekeepers, influencers and buyers.

These individuals play a significant role in the firm’s purchasing process. For example, users initiate the proposal to purchase a particular product. In addition, they also give the product’s specifications considering the fact that they have a comprehensive understanding of the product to be purchased.

Influencers help in defining the product, giving the specifications in addition to giving product information necessary for evaluating various alternatives. Influencers should have a technical understanding of the product. On the other hand, deciders have the capacity to decide on issues such as the product requirements and the suppliers.

According to Lamb, Hair and McDaniel (2008, p.42), approvers authorize the actions proposed by the buyers and deciders. Buyers have formal authority to make a decision on the suppliers from which to purchase the product. In addition, buyers also make arrangements with regard to terms of purchase. Gatekeepers include individuals who have the capacity of preventing sellers from reaching individuals in the decision making unit.

Environmental factors

Competition is one of the environmental factors evident in the case. The competitive nature of the industry arises from its lucrative nature.

Due to the large size of the industry, some firms specialize in construction while other specializes in designing. In order to cope with the competitive nature of the industry, the firm should undertake continuous market research in order to understand the market effectively.

In addition, the environment is also characterized by a change in the firm’s purchasing patterns. Firms in different retailing sectors such as juice bars, coffee shops and banks are integrating designs as a component of their marketing mix. This presents an opportunity for the firm to expand its business operations.

Promotion mix

In an effort to maintain the existing customers, the firm uses promotion methods such as direct mail and telephone calls. On the other hand, the firm utilizes print media such as magazines in an effort to reach potential customers. In addition, the firm has also incorporated the concept of online marketing which has been successful to some degree.

In addition, the also promotes its products by participating in trade shows. However, the firm considers participating in trade shows to be expensive. Therefore, tradeshow participation is limited. In order to create sufficient market awareness, the firm should integrate the concept of integrated marketing communication.

Considering the growth in technology, the firm should use emerging communication technologies such as face book and YouTube to create market awareness. Use of these social networking tools can be effective since the firm can reach a large number of potential customers. In addition, Face Book and You Tube are cost effective.

Conclusion and recommendations

From the analysis, there is a high probability of the firm succeeding in the long term. This arises from the fact that the market presents numerous opportunities which the firm can exploit. In order to achieve this, the firm should integrate the concept of market research.

This will enable the firm to understand market dynamics effectively hence improving the firm’s strategy formulation process. In addition, the firm should incorporate effective marketing strategies such as promotion. This will play a significant role in creating awareness regarding the firm’s operations.

Reference List

Fripp, G., n.d. Marketing behavior and strategies: case study. Innovative design with traditional marketing. Sydney: University of Sydney.

Lamb, C., Hair, J. & McDaniel, C., 2008. Essentials of marketing. New York: Cengage Learning.

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