Question

. Scenario 1: Gong cha Malaysia The recent outbreak of a pandemic disease has left many consumers cash-strapped and short of confidence in Malaysia. Many companies have tried to come out with a winning marketing strategy to overcome the challenges. To do that, many companies have tried to come out with new products, new distribution channels, new pricing strategies and etc in order to stay competitive. Gong Cha is a tea drink franchise business in Malaysia. Gong Cha serves a total of about fifty-seven different drinks, which can be divided into seven product lines: House specials, Brewed tea, Milk tea, Creative mix, Coffee, Healthy series and Ice smoothies. They also offer drinks in medium and large sizes. The most popular Gong Cha Milk Green Tea contains a lower layer of brewed tea covered by an upper layer of special creamer. Gong Cha also offers tea sets and tea in stores, such as Bi-LuoChun Green Tea and Darjeeling Spring Tea. Recently they offer a new type of food in their menu, Mochi Waffles. (Students will need to provide their answers in relation to the given scenario and context)

Question 1 (a) Compare and contrast the FIVE (5) Marketing Management Orientations with relevant examples

(b) Based on the answer given in Part 1(a), choose ONE (1) out of the five marketing management orientations to cope with the current situation. Provide justifications with relevant examples to your answer.

(a) Choose ONE (1) segmentation variable of your choice and conduct a market segmentation analysis based on your choice for Gong Cha’s new product, Mochi Waffles.

(b) Using the THREE (3) targeting strategies, choose the right target market strategy combination for Gong Cha’s new product, Mochi Waffles. Provide justifications with relevant examples to your answer.

Answer 1

Question 1

(a)Marketing Management Orientations

The following are the major marketing orientations.

Production orientation

Production orientation is concerned with improving the efficiency of production. Companies will go for mass production to reduce prices under this orientation.

Product Orientation

The product orientation is concerned with the provision of superior quality products to customers. Here the product of a company would be of good quality, performance, etc.

Selling Orientation

Selling orientation is concerned with aggressive selling strategies, companies following this concept believe that customers buy products only if there is a comprehensive advertisement campaign. Here the product may not be relevant to the customers.

Marketing Orientation

The marketing orientation is concerned with the communication and delivery of the right products to consumers. Here more importance will be given to the needs of the customers than the interest of the company.

Societal Marketing Orientation

Under societal marketing orientation, a company would give importance to customer satisfaction and societal wellbeing by selling products.

(b)Selected Marketing Management Orientations

The marketing management orientation suitable in this situation is the marketing orientation because the company  Gong cha Malaysia has come up with a range of right products to customers in the Malaysian market. Most of the products of the company are needed by customers on a daily basis. For example, Brewed tea, Milk tea, Coffee, etc. Providing the right products and informing consumers about the product through the proper communication channels would be suitable for regaining the confidence of cash-strapped customers.

(c) Segmentation analysis

Important market segmentation variables include demographic,geographic,and behavioural segmentation. The segmentation variable suitable for the new product Mochi Waffles of Gong cha Malaysia is behavioral segmentation. Here in this case the product shall be segmented on the basis of benefit categories such as quality and health benefits of the Mochi Waffles and its special features.

(d)Targeting strategy

Standardized marketing, concentrated marketing, and differentiated are the major targeting strategies. Among this, the suitable targeting strategy for the new product Mochi Waffles of Gong cha Malaysia is the concentrated marketing strategy. Here a company will target only one special marketing segment. For example the health-conscious customer segment.

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