Question one
Positioning is a concept in marketing that outlines the market expectation of business concerning its products and services to the customers. Therefore, during positioning, the market department always creates an image for the goods based on the intended clients. This can be created through the application of the 4Ps of marketing (promotion, price, place, and product).
Points of parity (POP) in McDonald’s and Starbucks
In McDonald’s, the access to the internet is becoming a point of parity. That is in the world of coffee establishments, the access to the internet is universal because even Starbucks offer it. Therefore, both McDonald’s and Starbucks have to provide free internet services to keep competition in pace. However, the move will lead to revenue loss for the two companies in the short run because their customers will no longer pay for the internet services, but will offer protection for the share.
Point of Difference (POD) in McDonald’s and Starbucks
MacDonald’s have a competitive parity issue, especially when it began to lose customers that were concerned with the healthy eating. Therefore, the company began to provide grilled chicken, a variety of salad and apples for kids. The aim was to make McDonald’s to be a place for healthy eating and to create parity to reduce the number of people who would not make a consideration for their brands. On the other hand, Starbucks has been expanding its menu to include additional options for foods like sandwiches and salads. Similarly, Starbucks has been expanding steadily in snacks for kids such as fruit squeezes, and Greek yogurt.
BPS
McDonald’s Corporation has accelerated the growth of its market share through the sales of new products and promotion of old standbys even if the customers are eating out less. Consequently, the Corporation accounted for almost 46.8% of the hamburger market last year.
Question two
The product life cycle is the time taken to create and develop the product (Immonem and Saaksvuori 45-46). After which they are taken to the market and eventually removed. During this process, a product will be produced, sold and rolled out. Therefore, if it becomes successful, there will be a growth in production until such a good becomes available, decline, and eventually, becomes obsolete.
Growth is the stage of a product lifecycle where the market accepts the increase in sales. Additionally, the firm may make some improvements on the product for it to stay competitive in the market. However, at this point, there are a few competitors. The product maturity is the stage in product life cycle where sales are at its peak. However, there will be the entry of other competitors with alternative marketing solutions, and this will lead to fierce competition.
Question three
Consumer journey map
Awareness
This is where the dealer will be faced with several choices and communications. However, the buyer will tend to fall back on the scarce set of car brands. Consequently, brand awareness in important in car marketing.
Consideration
The buyer will make a review of the initial set of car brands based on the perception of the brands and exposure to the current touch points. If the consumer decides to buy the vehicle, he or she will be capable of naming the initial consideration set of brands to buy.
Purchase
The buyer will ultimately make a selection of the car brand at the moment of purchase.
Loyalty
After purchasing the car, the buyer will build the expectation upon the expenses to inform the next decision journey map.
As a marketing manager of a car dealer, I will expand the base of active loyalties by focusing on the expenditure of the buyers on their new touch points to show commitment to the customer satisfaction.
Bibliography
Immonem, Anselmi and Antti Saaksvuori. Product Lifecycle Management. Springer Science & Business Media, 2013. Print.
