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...