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留学生MBA论文:印度Titan手表战略规划

时间:2016-07-18 15:56来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien
印度Titan手表战略规划
Strategy Plan of Titan Watch Industry in India
 
讨论了如何转换变化的分割,营销目标,营销策略和营销组合,以提高未来的业绩。为了获得更多的市场份额,Titan应该创造新的细分市场。Titan应该使用地理(城市变量)和人口(年龄变量)来细分市场。Titan应该将目标定于米佐拉姆邦和曼尼普尔邦(农村市场),目标是13到30岁的青年组。对于青年组,Titan应该在它的手表上的利益。此外,目标是非常重要的,它能够帮助Titan专注于特定的目标,并实现它。所以,Titan应该设置智能目标获得15%的市场份额在中国西南和东南亚地区市场。此外,Titan应该用安索夫矩阵的方法来增长业务和目标消费者新的。最后,Titan应该改变营销组合,以满足不同的客户需求。Titan应该使用特定的创新产品战略,竞争性的定价策略,提供网上购物,建立女性出口和使用的产品放置策略,针对新客户和击败外国竞争对手。
 
The second part of the report is discussed about how to converting changes the segmentation, marketing goals, marketing strategies and marketing mix of Titan to improve the future performance. In order to gain more market share Titan should create the new segmentation. Titan should use geographic (cities variable) and demographic (age variable) to segment the market. Titan should target the Mizoram and Manipur (rural market) and target the youth group which is 13 until 30 years old. For the youth group, Titan should position on benefits on its watches. Moreover, goal is very important it able help Titan to focus the specific aim and achieve it. So, Titan should set the SMART goal to gain 15% market share in the Mizoram and Manipur market. In addition, Titan should use the Ansoff Matrix approach to growth the business and target the new consumer. Finally, Titan should change the marketing mix to fulfill different customer needs. Titan should use the specific innovative product strategy, competitive pricing strategy, provide online shopping, establish women outlet and use the product placement strategy to target the new customer and beat the foreign competitors.
 
This report is discussed about the Titan watch industry. Titan is the market leader in the India and fifth largest watch manufacture in the world. Titan established in 1984 by Xerxes Desai. In 1987, Titan joint venture with the one of the reputed organization in India, the TATA group. (Titan.com, 2008) Titan can be a market leader one of the reasons is that Titan joint venture with TATA, the watches provides by Titan is guarantee of quality which majority India consumers have faith in. Titan launched variety brand of watches, some of the sub-brand of Titan is show in the table below.
 
Besides that, the discussion of this report is focus on India market. The reason for consider India market because India is the fourth largest stable nation and fast-growing economy in the world. This report is divided into two parts, which is part one and part two. Part one is discussed about the PESTLE analysis, SWOT analysis and unique selling proposition of Titan. Recently, many foreign brands enter into the market of India and create strong competition. This influences Titan difficult to sustain growth in the market. So, part two is discussed about how to improve the marketing strategy of Titan to upgrade the performance in the future.(责任编辑:BUG)


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