Case Analysis Questions

1:

Oriental Logistics Company is a comprehensive logistics service provider focusing on maritime transportation. In order to cope with the fierce competition in the international shipping market , based on market segmentation, the company uses marketing mix strategies to design marketing mix for target customers. In terms of product strategy, in order to effectively meet the needs of customers, the company combines core products - providing cargo owners with displacement that meets their needs; general products - cabin volume, location, cargo positioning, etc.; expected products - such as shipping schedules, safety Safety, economy and timeliness, etc., additional products - such as consultation, quotation, customs declaration, etc., potential products - such as multimodal transport, etc. are comprehensively considered to provide overall product services.

On the basis of applying the overall product concept, we will continue to improve product quality and adjust product portfolio strategies, such as expanding product line depth in the three major east-west trunk routes - Pacific route, European route, and Atlantic route. In terms of price strategy, we implement a pricing method that follows the market and adopt a strategy of different freight rates for different customers, different seasons, and different freight rates. In terms of distribution channels, we have established our own offices around the world and vigorously expanded direct sales channels.

In terms of sales promotion strategy, we focus on personal selling and focus on the development of public relations. After three years of operation, the company has gained a competitive advantage. Its market share on some major routes has been comprehensively increased and the overall economic benefits have improved significantly. Please use 4Ps theory to analyze the main reasons for the success of Oriental Logistics Company.

2:

In the early 1980s, a domestic cosmetics company developed a series of cosmetics with unique effects that suit the needs of Oriental women and have won awards in many countries. Patent protection. The marketing manager made a preliminary analysis of the situation in Asian countries and regions, and chose Japan as the main market. In order to quickly grasp the situation of the Japanese market, the company sent personnel directly to Japan, mainly using investigation methods to collect first-hand information.

The survey shows that the Japanese market has huge demand potential, strong purchasing power, and no competitors of similar products, which makes company personnel very excited. On the basis of the survey, the Japanese female cosmetics market was divided into four sub-markets according to age levels: 15 to 18 years old, 18 to 25 years old (before marriage), 25 to 35 years old and over 35 years old, and the largest submarket among them was selected. Focus on development. The marketing manager is quite satisfied with the initial work and is considering conducting another market trial to ensure success.

In addition, the company manager is still waiting to discuss with him the volume pricing strategy that should be adopted. ?

Questions:

1. What are the general survey methods used by this company to collect primary information? What are the characteristics of each? ?

2. What are the main segmentation variables for the company’s market segmentation? Based on the characteristics of the Japanese market, which is the largest submarket should the company choose? Why?

3. As a new product, what pricing strategy do you think the company should adopt? Why?