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Case Study Neoset (Target Group, Competitive Advantages, Marketing Mix)

803 words - 3 pages

1)Ðþò êñßíåôå ôçí áëëáãÞ óôñáôçãéêÞò ôï 1994 (ïñéóìÝíùí óôïé÷åßùí ôïõ ìßãìáôïò ÌÊÔ) áðü ôéò áñ÷Ýò ôçò äåêáåôßáò ôïõ 80;
2)Ðïéá èåùñåßôå üôé åßíáé ôá áíôáãùíéóôéêÜ ðëåïíåêôÞìáôá ôçò ÍÅÏSET;
3)Áîéïëïãåßóôå ôï êïéíü-óôü÷ï ôçò ÍÅÏSET
4)Óå ðïéåò Üëëåò áãïñÝò èá ìðïñïýóå íá åðåêôáèåß Þ ðïéåò Üëëåò áíÜãêåò èá ìðïñïýóå íá êáëýøåé ç ÍÅÏSET êáé ôé åßäïõò åðåìâÜóåéò èá Ýðñåðå íá êÜíåé ôï Ìßãìá ÌÊÔ ðñïêåéìÝíïõ íá ðåôý÷åé;

1. Ç áëëáãÞ ôçò óôñáôçãéêÞò ôï 1994 áðü ôçí äåêáåôßá ôïõ 80 üóïí áöïñÜ ôïõëÜ÷éóôïí ôá óôïé÷åßá ôïõ ìßãìáôïò ÌÊÔ, êñßíåôáé áðüëõôá åðéôõ÷çìÝíç êáèþò åðéôåý÷èçêå ï áñ÷éêüò óôü÷ïò ôçò åôáéñßáò ðïõ Þôáí ç áýîçóç ôïõ ìåñéäßïõ áãïñÜò ôçò.
Ï óôü÷ïò áõôüò åðéôåý÷èçêå êáèþò Ýãéíáí ðáñåìâÜóåéò óå üëá ôá óõóôáôéêÜ ìÝñç ìßãìáôïò ÌÊÔ . ÓõãêåêñéìÝíá:

Ðñïúüí

ÅðÝêôáóç ôçò ðñïúïíôéêÞò ãêÜìáò ìå äõíáôüôçôåò åðéëïãÞò áðü ìßá ôåñÜóôéá ðïéêéëßá åðßðëùí ðïõ êáëýðôïõí ôéò áíÜãêåò ãéá üëïõò ôïõò ÷þñïõò ôïõ óðéôéïý êé ü÷é ìüíï ðåñéïñéóìÝíùí êáé ìå éäéáéôåñüôçôåò ÷þñùí üðùò Þôáí óôéò áñ÷Ýò ôçò äåêáåôßáò ôïõ 80.

ÄéáíïìÞ

ÐåñáéôÝñù áíÜðôõîç ôïõ äéêôýïõ ðùëÞóåþí ôçò ìå ðñïóåêôéêÞ åðéëïãÞ ôùí óçìåßùí ðþëçóçò (êåíôñéêÜ óçìåßá êáé ìåãÜëåò óå åðéöÜíåéåò âéôñßíåò)

ÔéìïëïãéáêÞ ÐïëéôéêÞ

Ç ìüíç áëëáãÞ óôçí ôéìïëïãéáêÞ ðïëéôéêÞ ôçò åôáéñßáò Þôáí ç ÷ñÞóç ôùí ðéóôùôéêþí êáñôþí ãéá ðáñï÷Þ ðéóôþóåùí êáé ðñïóöïñþí.

ÐñïâïëÞ - åðéêïéíùíßá

Åðéêïéíùíéáêïß óôü÷ïé:

üÅðáíáôïðïèÝôçóç ôïõ ðñïúüíôïò ùò Ýíá ðñïúüí ãéá íÝá êáé ìïíôÝñíá Üôïìá ðïõ åðéèõìïýí ôéò åîáôïìéêåõìÝíåò ëýóåéò ìå ãíþìïíá ôçí ðñïóùðéêÞ ôïõò áéóèçôéêÞ, ìïíáäéêÜ êáé ó÷åäéáóìÝíá ãéá üëïõò ôïõò ÷þñïõò ôïõ óðéôéïý.

üÁýîçóç ôçò áíáãíùñéóéìüôçôáò ôçò åôáéñéêÞò ôáõôüôçôáò êáé ãíùóôïðïßçóç ôïõ åýñïõò ôçò ãêÜìáò ôùí ðñïúüíôùí ôçò ÷ñçóéìïðïéþíôáò åðéðëÝïí:

ØñáäéïôçëåïðôéêÜ ìÝóá óå êáíÜëéá ðëÝïí ìå ðáíåëëáäéêÞ êÜëõøç
ØÝíèåôá óå ðåñéïäéêÜ êáé åöçìåñßäåò
Øõðáßèñéåò äéáöçìßóåéò (pisa êáé 48öõëëåò) óå åðáñ÷ßá êõñßùò êáé
Ø÷ïñçãßåò óå äéÜöïñá êïéíùíéêÜ ãåãïíüôá ùò ðñïùèçôéêÝò åíÝñãåéåò ôùí ðñïúüíôùí

2Ôá áíôáãùíéóôéêÜ ðëåïíåêôÞìáôá ôçò NEOSET:

vÓ÷åäéáóìüò ôùí åðéðëïóõíèÝóåùí óôï êáôÜóôçìá áðü áñ÷éôÝêôïíåò êáé äéáêïóìçôÝò ìáæß ìå ôïõò êáôáíáëùôÝò (Óõììåôï÷Þ óôï ó÷åäéáóìü)
vValue for money ðñïúüíôá
vÅîáôïìéêåõìÝíåò ëýóåéò êáé ðñïóáñìïãÞ ôïõ ðñïúüíôïò áíÜëïãá ìå ôéò áíÜãêåò ôïõ ÷ñÞóôç ëüãù ôçò ìåãÜëçò ðïéêéëßáò óõíäõáóìþí
vÄùñåÜí óõìâïõëÝò äéáêüóìçóçò áðü åîåéäéêåõìÝíïõò ó÷åäéáóôÝò
v¢ìåóç ðáñÜäïóç
vÓõíáñìïëïãïýìåíá ðñïúüíôá ãéá åýêïëç ìåôáêßíçóç

3 Ôï êïéíü åßíáé êõñßùò ìåóïáíþôåñçò êïéíùíéêïïéêïíïìéêÞò ôÜîçò çëéêßáò 25-54 åôþí, êõñßùò ãõíáßêåò, ðïõ âñßóêïíôáé óå öÜóç äçìéïõñãßáò íÝïõ óðéôéêïý ëüãù ìåôáêüìéóçò, áíáêáßíéóçò, ãÜìïõ ê.á
Ôá ðáëáéüôåñá ÷ñüíéá ôï êïéíü ôçò ÍÅÏSET ðåñéïñéæüôáí óôçí ìåóïêáôþôåñç ôÜîç áëëÜ ýóôåñá áðü ôçí åðÝêôáóç ôçò ãêÜìáò ôùí ðñïúüíôùí ôçò óå Ýðéðëá ãéá üëïõò ôïõò ÷þñïõò ôïõ óðéôéïý êáé ôçò óôñáôçãéêÞò ÌÊÔ ðïõ áêïëïýèçóå äéåßóäõóå êáé óôéò áíþôåñåò êïéíùíéêïïéêïíïìéêÝò ôÜîåéò óå óçìáíôéêÜ ðïóïóôÜ.

4. Ç NEOSET Ý÷åé ôåñÜóôéá ãêÜìá ðëÝïí ðñïúüíôùí ç ïðïßá Ý÷åé åðåêôáèåß êáé êáëýðôåé üëïõò ó÷åäüí ôïõò...

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