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International Management (Fach) / Marketing (Lektion)
Marketing
Diese Lektion wurde von Livy166 erstellt.
Diese Lektion ist leider nicht zum lernen freigegeben.
- Which primary marketing research methods do you propose in order to obtain market research data? 1) QuestionnairesPro:- Inexpensive- Fast results, Quick Analysis of responses through programmes- Anonymity causes people to reply more honest - Data can be compared and contrast measure change- Reliable- No time limits- Good for collecting data from a large audienceCons:- doesn't ensure qualified respondents- low response rate- inability to gain further detail- dishonest answers- unanswered questions - fatigue- misinterpretations- cannot see the body language/emotions 2) InterviewPros:- Flexibility to the interviewer- better response rate- interviewer can judge the non-verbal behaviour of the respondent- interviewer can control the order of questions- can decide the place- more focus - possibility to experience a new product in real life Cons:- Costly- Data collection is time consuming- biases: respondents answer can be affected by his reaction to the interviewer- less anonymity leads to dishonest replies- quality depends on the interviewer ability- limited sample size
- Describe PESTLE Political (Trade policy etc.)Economic (Economic Growth etc.)Social (Cultural Barriers, Lifestyle attitude etc.)Technological (Emerging Technolgies etc.)Legal (Consumer Protection Laws etc.)Environmental (Climate, CSR etc.) Each categorie has Opportunities & Threats. In case of Haidilao:Political:- China is the most important trading partner- no trade barriers- Germany as a key partner Economic:- Germany is a large economy with high purchasing powerSocial:- Germany is highly developed, High multiculturalismTechnological:- Germany above average on R&D- CCTV Cameras, Social Media TeamLegal:- Business Entity - Strict Hygiene Standards Environmental:- Vegetarianism, No Plastic Use- Clean Inside and Outside
- Market Segmentation Goals:- "What consumers does HaiDiLao wants to serve?- Divides the population into groups according to certain characteristics Benefits:- management can aquire a better understanding of the needs and wants of customers which leads to more effective marketing- haidilao can customize their marketing activites more precise- haidilao reaches a higher marketing quality by addressing the right people for the product Social-Demographic Criteria:- Age: 18-35y.- Ethnic background: Chinese- Martial Status: Single or Relationship Psychographic Criteria:- Lifestyle: Openminded, healthy, balanced, sustainable- Values: Sustainability, Health, Comfort, Quality time with friends- Food preferences: Asian kitchen, Vegeterians- Personality: Openminded, Desire to experience- Motives: Finding a restaurant that satisfies both their taste in food & sustainability standards => Young people who appreciate high-quality food from all over the world and enjoy having a great time with friends. What does the result mean for HaiDiLaos future marketing strategy?=> Setting the focus on Social Media platforms such as Instagram, Twitter and YouTube=> Photos & Videos will attract openminded and interested Social Media Users.