STRATEGIC MARKETING

Strategic marketing



Strategic marketing

Introduction

Bus Eireann is one of the largest bus service providers operating all over the Ireland. Bus Éireann was formed in 1987 as a subsidiary of CIÉ to provide bus services throughout Ireland with the exception of Dublin City. In the past 12 months, the company has experienced a 20% loss of market share, due primarily to economic uncertainty and also to aggressive marketing campaigns being implemented by competition in the market. For this reason, Bus Éireann strongly needs to come up with new marketing plan to retain the position of market leader.

Consumer Behaviour

The customer buying behavior can be defined as the decision process that customer go through to buy a product. It is said that the customer's purchasing behavior mainly depends on different factors like the historical, cultural and political processes. The historical processes affect the buying behavior in such a way that a person's history affects his beliefs and norms very much. It is the person's historical and family background, physical environment, social set up, traditions and even age and generational gap affect the buying behaviour of a person (Haire, 2004, p.654).

Product Positioning

Your brand positioning is the culmination of the value your organization places on the market, and what you want to embody in the eyes of your most important stakeholders. It is based on the parameters defined for key strategic planning process presented above (organizational goals, audience's targets, strengths, weaknesses, market trends and points of view of competition). Acting as a filter, these parameters provide a useful guide to develop a positioning strong brand and exclusive. No two organizations that define their market positioning in exactly the same way. Try not to stick to generalities and tell precisely what makes the specific of your organization. What does your organization that no one else does? What you play should be the focus of not only your efforts communications and marketing, but also your advocacy, recruitment of new members and collecting or fundraising. Once your brand is in place, you must manage proactively with a clear message and marketing efforts and communication consistent.

Positioning of the design process offered by Bus Éireann must occupy a distinct and valued place in the minds of consumers. The purpose of positioning the product is to make sure that it has a definite place in the mind, which distinguishes it from competition. Product positioning at Bus Éireann should get a sense of the client in mind and must make decision about where the product should be marketed. This can be achieved by its own attributes of the product or under the influence of advertising.

Product Segmentation

The second competitive business level strategy available to an organization is differentiation. Differentiation is a strategy of uniqueness, either perceived or actual. With a differentiation strategy, a firm selects product or service attributes that customers deem important and create value by supplying products and/or services with the desired attributes. To achieve success with a differentiation strategy, a firm must differentiate on the product or service attributes chosen ...