Respuesta :
Answer:
Base on Kotler and Keller text,specific marketing insights to be used to understand competitive differentiation for pizza chains are:
Expansion of the total market
Expansion of market share
Defending Market Share
Explanation:
Expansion of the Total Market
The dominant company will get the most gains and benefits through: finding new consumers, promoting new consumers by convincing to eat more pizza
Defend Market Share
Defending of market share can be achieved through,
Continuous innovation (such as: low pizza price, developing new delicacy by adjusting the recipe and customer services, distribution effectiveness.),
Increases in competitive strength and value to customer
Defensive strategies which include:
Position Defence – building on superior (and impregnable) brand power.
Flank Defence -
Preemptive Defence – anticipating and acting before the competitor.
Counter offensive Defences -
Mobile Defence – stretching over new territories, through market broadness (focus shift from product to generic need) and market diversification into unrelated industries.
Contraction Defence – giving up weaker territories and reassigning resources to stronger territories.
Expand Market Share
Profits made on pizza chain can not be necessarily increased by the expansion of market share.
The following my be avoided:
Possibility of provoking anti-trust action of economic costs involved.
Wrong marketing-mix strategy (e.g. lowering prices too much)
Marketing Mix of pizzas
Marketing is one of the most useful tools designed for a company to contact its target audience or market. It has been contended that today’s marketing is understood as being a tool used to fulfil customer’s individual needs according to Armstrong and Kotler. Accordingly, organizations make use of the functions along with the available marketing tools in order to ensure they have a competitive advantage in their position which enables the company to enhance their brand, and brand image within the markets in which their businesses operate. it can therefore be stated with confidence that the success off any company depends on its ability to be able to correctly implement marketing mix during implementation.
The concept of the marketing mix and the 4Ps namely: product, price, place and promotion entered academic discussion around 1960s according to Yeu. The marketing mix as stated by Gronroos (1994), built from a concept of marketer as a “mixer of ingredients” that plans various competitive strategies and combines them into a “marketing mix”. Marketing mix is the strategy that consists of those dimensions that able to attract and influence customers to buy the products or services. There are different dimensions of marketing mix used individually by each company which depend on the organizations individual goal and objectives. There is a competition amongst company’s when it comes to developing a successful marketing strategy, the intention being to be better than then their competitors regarding customer satisfaction and increasing profitability to their company.
The cultural elements have a direct influence of marketing strategy, and the organization that fails to consider them carefully will face failures in the market according to Terpstra and Sarathy. Organizations need to study carefully the culture of the markets they are operating in and define the elements that might affect their performance in these markets.
