Report 2 Marketing

Essay by timo2014University, Bachelor'sA, October 2014

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APM College Brisbane

REPORT 2 CANON Tim Pollari student No 00060545t

MKT104A

Assessment 2

Name Timo Pollari

Subject MK104A

Name of Essay Report 2

Name of lecturer David McDonald

Words 1,504

Student Number 00060545t

Contents 1. Outline the target market of the selected B2B product. ........................................................... 4

1.a Macro Segmentation ....................................................................................................................... 4

1b: Micro Segmentation ........................................................................................................................ 5

2. Relationship Strategy ........................................................................................................................ 5

3. SWOT analysis. ................................................................................................................................. 6

4. Marketing objectives .......................................................................................................................... 7

5. positioning strategy ........................................................................................................................... 8

5b Image runner 2230 Positioning Statement ................................................................................... 9

6. Product Mix-....................................................................................................................................... 9

7. Service Strategy - .......................................................................................................................... 10

Summery ............................................................................................................................................... 11

References ............................................................................................................................................ 12

1. Outline the target market of the selected B2B product.

Canons target market consists of commercial enterprises; these include

manufacturers, construction, service, transport companies, hotels, government

agencies and institutions. Canon's aim is to target the product at purchasing

officers, CEO's and CFO's and secondary Owners of the business who make

purchasing decisions within the business

1.a Macro Segmentation

Size: Large buying power, Canon is one of the largest manufacturers and

distributers of office equipment in the world there are many branches and

resellers that sell canons products.

Geographical location: Worldwide

Usage rate: Moderate/ high user

Structures of procurement: Centralised

Product/ Service Application: Printers/ copiers and software (paperless filling-

systems)

End Market: commercial printers and consumables to Business consumers

Value in Use: High

Characteristics of purchasing situation:

Type of buying situation: Straight rebuy. Modified rebuy and new purchase

Stage in purchase decision process: early

1b: Micro Segmentation

Key Criteria: Quality / Supply continuity

Purchasing Strategies: Multiple sources - New task, modified rebuy and

straight rebuy.

Structure of Decision making units: Purchasing manager/ CEO / CFO

Importance of Purchase: High

Organisational Innovativeness: Innovator

2. Relationship Strategy

Type:

Collaborative and transactional relationship exchange between B2b customers; many

customers are loyal however...