Lb5201 Marketing Plan
Subject Name: Marketing Management
Subject Code: LB5202
Assessment Task 3: Marketing Plan
Group student 1: Na YIN
Group student ID 1: 13131934
Group student 2: Jinghui ZHANG
Group student 2: 13129639
Entering a New Market: Case Study Rent-A-Car
Entering a New Market: Case Study Rent-A-Car
Executive Summary
Entering a new market requires proper assessment of factors that influence that particular market. This postulation holds in the fact that every market has different defining factors in term of consumer behavior, consumer desires and needs, government regulations and microeconomic factors such as price. As such, a research-based understanding of a market defining factors is the prerequisite for an incoming company to orient proper and desirable marketing strategies. Proper market assessment encourages collective marketing strategy . For that reason, it is possible to engage a well-rounded marketing strategy one that balances costs and revenue. The incoming report will be advising Enterprise Rent-A-Car Company on the best strategy for entering the Australian market. The report will attempt to prove that …show more content…
Accordingly, it is impossible to have every culture represented in the company’s employee list. In this respect, Enterprise needs to design and implement diversity training programs for its employees. This will not only help improve consumer service, but also act as a huge competitive advantage in terms of developing consumer specific products (Konrad, 2006). Shakhray (2009) posits that an employees diversity provide the organization with a widened pool of experience, perspectives, attitudes, skills, and knowledge all of which play an important role in effectively addressing ever-changing consumer needs. Diversity has long been credited as the most reliable source of innovation and creativity within an
Subject Code: LB5202
Assessment Task 3: Marketing Plan
Group student 1: Na YIN
Group student ID 1: 13131934
Group student 2: Jinghui ZHANG
Group student 2: 13129639
Entering a New Market: Case Study Rent-A-Car
Entering a New Market: Case Study Rent-A-Car
Executive Summary
Entering a new market requires proper assessment of factors that influence that particular market. This postulation holds in the fact that every market has different defining factors in term of consumer behavior, consumer desires and needs, government regulations and microeconomic factors such as price. As such, a research-based understanding of a market defining factors is the prerequisite for an incoming company to orient proper and desirable marketing strategies. Proper market assessment encourages collective marketing strategy . For that reason, it is possible to engage a well-rounded marketing strategy one that balances costs and revenue. The incoming report will be advising Enterprise Rent-A-Car Company on the best strategy for entering the Australian market. The report will attempt to prove that …show more content…
Accordingly, it is impossible to have every culture represented in the company’s employee list. In this respect, Enterprise needs to design and implement diversity training programs for its employees. This will not only help improve consumer service, but also act as a huge competitive advantage in terms of developing consumer specific products (Konrad, 2006). Shakhray (2009) posits that an employees diversity provide the organization with a widened pool of experience, perspectives, attitudes, skills, and knowledge all of which play an important role in effectively addressing ever-changing consumer needs. Diversity has long been credited as the most reliable source of innovation and creativity within an