Spencer's Retail Limited: Repositioning in a Changing Retail

Environment Marketing Strategy Analysis & Solution

Presented by: Deepanshu Choudhary

Arushi Bhardwaj
Saurabh Shahwalia
Market Potential Analysis of Spencer's Retail Limited: Repositioning in a Changing Retail Environment

Market potential analysis comprises evaluating the overall market size of the related product that the firm is planning to
launch. This will involve defining – Why the target market segment needs the product and how it will provide a solution to
full its consumers’ needs. Market potential of Spencer's Retail Limited: Repositioning in a Changing Retail Environment
products various on factors such as –

● Maturity of the market. In mature markets the profitability is often stable but the market potential is less as most of
the players have already taken market share based on the segment they are serving. New players have to go for
market share strategies in marketing.
● Technological competence of the existing players and culture of innovation and development in the industry.
● Untapped market sizes and barriers to both enter the market and serving the customers. Often companies can
easily see the unfulfilled needs in the markets but they are difficult to serve as there are costly barriers.
● Define the core need that your product is serving and list out all the direct and indirect competitors in the market
place. This will help not only in positioning of the product but also in defining or creating a segment better.
● Uncovering the current and untapped market sizes and barriers to serving the larger market. Analyze the areas that
you need to sort out while launching the products to wider market and what are the challenges the firm will face in
market place.
● Estimate the current stage in product life cycle and its implications for marketing decisions for the product.
Market Share Potential Analysis

● Understanding the buyer behavior model for Spencer's Retail Limited: Repositioning in a Changing Retail
Environmentindustry.
● Identifying the market share drivers relevant to Spencer's Retail Limited: Repositioning in a Changing Retail
Environment market.
● Segment Attractiveness Analysis – Our analysis will work out which are the most attractive segments and which are
the one the firm should go ahead and target. We point out in great detail which segments will be most lucrative for
the company to enter.
● Understanding the different needs and relative value of your offering by segment.
● Developing segment priorities and positioning the product based on the product need fit developed by the firm.
Competition & Competitive Position Analysis

● Uncovering customer-based competitive positions for key rivals and firm’s offering. This will not only help in
assessing the strengths and weaknesses of the competitors but also help in defining and positioning of the product.
● Developing a positioning and launching strategy. It will require not only distribution channel analysis but also
promotion mix for the product.
● Strategic Marketing Planning — the process of developing and maintaining a strategic fit between the organization’s
objectives and capabilities and the ever evolving marketing opportunities for its products.
Spencer's Retail Limited: Repositioning in a Changing Retail Environment - Customer Value Analysis

Capturing customer value is essential to marketing efforts as it results in higher return in the form of both current & future
sales, greater market share, and higher profits. By creating superior customer value, the organization can create highly
satisfied customers who stay loyal and buy more. This, in turn, means greater long-run returns for the firm.

● The crucial role of customer perceived value in acquiring and retaining profitable customers. Product differentiation
is often based on building on a value niche that a firm believes that is very important to the customer. This niche
contributes to perceived value. If the perceived value is high then customer stay loyal to the product if not then she
can switch to the competitor’s product.
● Graphically displaying value differences for deeper understanding and better internal communication. This helps is
building a narrative that a customer can identify with. The better the insight more are the chances of connecting with
the potential customers.
● Identifying and selecting actionable value creation options. This can help in increasing the customer lifetime value.
Customer lifetime value is the value of the entire stream of purchases that the customer would make over a lifetime
of patronage.
Thank you