Case study

TITLE : Marketing strategy and product positioning

Brief introduction of case:

Metro Electronics Ltd. was a small company offering accessories

product for medium to large computers. The company specialized in the manufacture

and sale of magnetic disc drives. The product, being complex one, required

extensive controls. As the product required high quality control, it had high unit cost

and was manufactured to meet customer requirements.

"The marketing strategy lays out target markets and the value proposition that will

be offered based on an analysis of the best market opportunities."

Marketing strategy is a long-term, forward-looking approach with the fundamental

goal of achieving a sustainable competitive advantage. Good marketing is targeted.

You should have a target customer segment.  Good marketing has a purpose. You

should have a position that you want your brand to occupy in the minds of your

target customer. ... Marketing is not sales, but it is a prerequisite of sales.

Major and minor facts of case:

 The company was not occupying leadership position in the market, the

company had to constantly come up with innovations to increase sales.

 In order to attain more corporate ability, the management decided to diversify

into new product areas.

 Many larger companies manufactured their own magnetic disc drives and

also, there were quite a large number of small and high speed and could

interface with any existing computer system.

 Product positioning is also important in marketing. Because they are not in

gives any leadership to other company.

Suggestions / recommendations of case:

 Product diversification is the practice of expanding the original market for

a product. This strategy is used to increase the sales associated with an

existing product line, which is especially useful for a business that has been

experiencing stagnant or declining sales.

 This company follows own strategy and not following any other competitor

strategies.

 Whenever they aware of the large company strategy they should be having

ideas during their product planning.

 In a market place we should update with our own thoughts and strategies.

 In that time only we reached our targets to the targeted customer’s,

 It’s a electronic company that produces magnetic disk drives.

Answers

(a)What is the Issue in this case?

 According to the case study the metro company is not in a positioning

to the give any product features and leadership to other company.

 They need to product diversification to sustain in market place a

greater number of years. Some times its negative to the company.

 Always implementing new product into the market gives threat.

 Because this company still not in a leadership position in market place.

 This is the reason they started introducing new product with good

quality reasonable price.

(b)Suggest the ways and means of positioning the new product

in a highly competitive market?

well-planned and effective product positioning strategy achieves three key

objectives:

 It differentiates your product from similar products on the market.

 It speaks to important values and criteria customers use to make purchase

decisions.

 It establishes the unique characteristics of the product or the company that

makes it.

 The marketing mix is a crucial tool to help understand what the product or

service can offer and how to plan for a successful product offering.

  The marketing mix is most commonly executed through the 4 P's

of marketing: Price, Product, Promotion, and Place. Carefully considering the

marketing mix will enable a business to understand how it can differentiate its

product or service and thus build a marketing strategy to drive sales.

Conclusion :

 This is the way to implementing a new product into the market place to gain

customer value and leadership position, Positioning directly against a

competitor: This approach typically relies on claims or evidence of superiority

against an incumbent market leader or key competitor.