Describe following case studies?
Case study 1: Pegasus Airlines
Case study 2: John Lewis: middle England’s retailer of choice
Case Study 3: Tesco
Case Study 4: Porsche brand
Pegasus airlines were found in 1990, 25 years ago. It is recognized for the low cost airline and its headquarters is in Turkey (Tudruj et al., 2015). Istanbul’s is the second main hub were the Pegasus airlines fly, sabiha gokcen is an international airport. Pegasus airlines try to come up in the market till 1990-2012 and in 2007 they carry more and more passenger and it was known as the second largest airline in turkey in the years of 2012. Atlasjet airlines, Onur airline etc are the domestic competitors, while France, British airway etc are the international competitors of Pegasus airline. They come up with the three strategies that are they pay attention towards their customers, they love their customers, and lastly, they provide more facilities and services to their customers.
Pegasus come up with the needs, wants, and demand to satisfy their customers and also try to fulfill all the requirements of the customers and also try to fulfill it in any cost because they want their customers to be happy and provide them a safe journey (Miller, 2015).
The basic needs of Pegasus airlines to satisfy their customers are the following:
The wants of Pegasus airlines to satisfy their customers are:
The demand of Pegasus airlines to satisfy their customers is:
Pegasus arises with lots of things which provide the top services to their customers. They come up with reducing the price of tickets in Turkey, so every kind of passenger can afford it (Charoensettasilp and Wu, 2013).. They also claim that if the flight is postponed they will return their money. Pegasus comes up with the Credit loyalty card will be provided to the customers and help they while booking their tickets and also reduce the insurance rate. Pegasus keeps on listing to the customer’s feedback for better inclination (Hundertmark, Simicic and Vincent, 2015).
According to the case study Pegasus come up with different concepts to satisfy their customer, in this marketing management concept is best fitted for the Pegasus airline. There are five different types of marketing concept that is
1] Production concept, which are base on customer details which are available in the market.
2] Product concept, customers are paying attention on those product and services which fulfill their expectation.
3] Selling concept, in this they are based on the facts.
4] Marketing concept, it delivers and communicates the value of their target customers (Starcevic, 2013).
5] Societal marketing concept, which fulfills the requirement of the entire society, satisfied their customers as well as their organization.
Yes, Pegasus created some value to their customers like integrity, quality, delivery and safety. To fulfill the entire requirement which is above their hope like discount rates, they give the full payment if the flight is postponed. There strategy is the price of tickets is low and can b affordable (Yoo, Kim and Lee, 2015).
Yes, Pegasus will continued being successful in building customers relation because for them their customers are the key aspects. There hope is to create a sustainable connection with its customers while leveraging the potential of social network and other digital technology. Pegasus create a
Strong image in the market, what they say they fulfill all the requirement of their customers which is the most important for their success and it also reflect the words of customers on a special websites titled “Pegasus listens to you”.
John lewis: It is a departmental store chain which is based on middle class customers.
According to them, John lewis (Lewis, 2015) provide a better service to their customers with a lesser employees turnover and construct higher trust among their customers, so for that here the brand is means to customer. To distribute a strong customer services they help to build a chain in an organizational structure. In organizational structure the customer is very well know that they are not compromise on the quality of products, prices or on services. Here the brand is the strength for the company as they moved forward in hard economic situation on the high street because they fully alert on consumer demand for the products. John Lewin also built a desirable status for giving the best advice to shopper (Anisimova, 2010).
In this case study John Lewin sale wide range of goods, like electrical, home & garden, sports and fashion goods etc. According to the case study, here the customer is mainly buy electronic items or the home appliances and technology. John lewis says that it is the core benefits of buying the electronic items and home appliances is they will distribute that product on time and also provide a better quality of goods and services to their customers (Goverover and DeLuca, 2015).
According to the case study the actual product means adding up more features to the product that is benefited to the customers take an example of an camera and camera is known for capturing the vision and the plan is to add up more appearance and necessities which the customers wants in good camera, and last is the augmented product in which the level is base on after sale services with warranty and so on like for example John lewin give a agreement of five years free services with the purchase of any electronic item (An et al., 2010).
According to them, the recommendation, make to the managing directors for the future of the John lewis partnership, the company is public limited were their employee has referred to as a followers. Employee’s presents and future records should be taken care by the management. John Lewis also provides a reward system to their employees for the partnership and also provides a better quality of goods and services. The company is setting up for first forays into the US and Australia and it’s also recruiting its first partner outsides the UK for a buying office in India.
Yes, the element of a successful services service model of john lewis transfer to the public sectors because the staff gave instruction to British police officers in how to be more qualified and selfless when dealing with sufferers and witness of crime, the departmental stores has become an symbol of a new entrepreneurship for politicians.
No, hospitals cannot be like John Lewis shop because the barriers that arises is that there is full of highly professional called upon to use their decision yet they must also do something which no organization consults does. Another barrier is that the persons feel empower to use their perception, qualified information and judgment and anticipated to work as a highly disciplined team.
Tesco Plc is a British multinational grocery and general Merchandise retailers and its headquarters is in Cheshunt, England and Hertfordshire. Tesco come under second largest in the world by revenue were as in profit it’s come on third largest company in the world. Tesco has many stores across 12 countries including Asia and Europe, were as grocery market leader in the UK, the republic of Ireland, Malaysia, Thailand and Hungary. In the year 1919 Tesco was founded by Jack Cohen as a group of market stalls which was expanded rapidly and over 100 Tesco stores across the country in the years of 1939 (Tesco develops new learning portal, 2010).
Yes, Tesco’s promote promotional pricing campaign, the Big price Drop, deviate from Cohen’s original motto of “pile them high and sell them cheap”. Tesco inventive motto was to sell product at a low-priced but in a better volume, which in turn facilitate the organization to develop in better ways. According to this approach they suggest their customers that kind of product which price is low compares with the high street. This conventional strategy has been doing well in 2010 because one in each six microwaves and one in each four small television sell in the UK was purchase from a Tesco stores (Rust, Moorman,& Bhalla,2010).
In case of Price drop policy, the company promise the customers to price cut on over 3000 indispensable items across their stores for making the cost of customer shopping basket cheaper. Soon the competitor also taken the plan of price reduction and there became one price conflict soon. This policy is totally abstracted from its original motto, that if the product is buy in a huge amount then the price of the product get decrease, while buying a product in huge amount then only they will get discounts on 3000 essential items. Hence the result of reducing the cost of grocery store, they enlarged small edge for their supermarkets. Here the money is not only aware about the customers but also totally against by this strategy, because they thought that this policy will damage their quality of product and then consumer will visit variety of stores to find out good quality of products (Massa,& Testa,2012).
Tesco used pricing to segment the food market and position its offering are below the big brand pricing and distribution policy during the 1990s Tesco began to expand its own well-known grocery and non grocery products. Recognize special market segments and customer needs. According to the case study Tesco bring in a portfolio of own-brands characterize by differences in pricing structural design. Tesco launched their motto in 1992 “every little helps”. In this Tesco offer their brand to the shopper with necessary grocery item that is orange juice, bread, and baked beans with decreasing the price of that product while comparing to its competitors. While doing adding to the beginning of Tesco’s own branded variety of groceries items like organic produce, healthy living etc. Tesco bring it luxury range of creation to the marketplace in 1998 and Tesco core plan was low prices with greater volume of sales and growth of its lower prices. These are the approaches that Tesco used their pricing strategy to segment their food market and position it’s existing (Sinha, & Kar,2010).
Tesco planned to reply their UK consumers’ while changing their lifestyle and growing affluence, products sold under the premium label with existing finest quality and prices. Not only this policy that is help out by Tesco in gaining market share and secure a better proportion of consumers’ expend, own identified goods are also facilitate Tesco in achieving higher profit margin on their product compare to others and those who earned from the sale of branded goods which are purchase from outside suppliers and consumers are eager to pay different prices for same kind of product.
Tesco come up with their loyalty card in 1995, during which company can extraordinary right of entry to record where, and how much at which price customers buy goods from Tesco, the Club card rewards participant with price cut coupons and customized their price promotions. Therefore, they permit the Tesco to build complete profile of their customers purchase behavior and value sensitivities through which the manager might get help in raising their pricing strategy (Davenport, Mule, & Lucker,2011).
During 1919 the main pricing policy which had been adopt by Tesco is “Pile it high and sell it cheap”, which means products are sell at cheaper price by producing the product at a larger quantity.
Yes, Tesco will move away from price deals and focus on the quality and range of its products in the future because Tesco come up with the Big Price Drop strategy which was costing over 500million, funded in part by slash club card points and one-off promotions, this campaign promise their consumers with price cuts on over 3000 essential items across their stores making the cost of customers shopping baskets at cheaper price. Tesco competitors are like Asda, Sainsbury etc is also involved themselves in Reduction of price wars. For these reasons consumer thought that competitors will harm the product quality and after that they will visit from one store to other stores to find out better quality of products. For this price deduction of Tesco will not help the customer of extra buying which reduction has not been equalize. Due to this reason Tesco initiate shop voucher and come up with the tagline is, “it was only for Thanksgiving” (Burt,Sparks, & Teller,2010).
Yes, clearly price constantly play a vital role in Tesco future promotional strategies.
Porsche was founded in 1931 by Ferdinand Porsche the man credited for designing the original Volkswagen Beetle- Adolf Hitler’s people car and one of the most successful car designs of all time. Porsche headquarters is in Stuttgart and it owned by Volkswagen AG. They designed a several heavy tanks during the war (Fournier & Avery, 2011).
The buyer Decision process of traditional Porsche customers followed five consequential stages such as need recognition, information search, evaluation of alternatives, decision related to purchase and post purchasing behavior. Porsche is a niche brand marketers. They are known for making a tiny cars and unique segment of car buyers. They have sold very few models for screening their individuality in the market. Porsche owner were strained to it because of its car features with air-chilled four and six- container boxer motors in the back of the car. During the traditional day Porsche only make automobile for monetarily winning people. The buyer who purchase that car they see themselves not a part of the normal world but an exclusion to its. The landlord doesn’t pay for the car for its usefulness reason but they buy the car for their satisfaction. The owner who buy the car and expand their connection with the car such as its noise, vibrate and feel (Batra, Lenk & Wedel, 2010).
In this case of traditional Porsche the chair was 2 but lest of cayenne the chair was five with the seatbelts (Pongsakornrungsilp & Schroeder, 2011). The cayenne was approximately 2,500kg was heavier than everything like tanks. In case of traditional car, steam engine was stern but in cayenne or Panamera it was into the frontage. Two and a half ton beast that could speed up 60miles/hr in traditional car was as 165miles/hr in cayenne coddle with five adults in luxurious leather seating with approximately no storm noise from the external world. As a result, the Cayenne or Panamera model are only for sustain its uniqueness and it has more settlement than the traditional one.
Designed for the original few decades Ferry twisted the Porsche 356 model without burden of any kind of M.R., sales forecasting and R.O.I calculation (da Silveira, Lages & Simões, 2013). They simply build vision car for the clients and for the choosy buyer. Other than because roll on the manager and occur some issue such as: whether there are sufficient Porsche buyer to keep business floating? A niche marketer also has to support in modernization. It has moreover begin to concern that the individual personality of the people who pay money for it. Porsches capacity is to run out on them. As a result, in the early 1970 it has introduced the 914 model middle engine, with two seats which was cheaper than the traditional 911 model (Han, Nunes & Drèze, 2010).
The positive and negative attitude toward a brand like Porsche develop is at the beginning of years 1950-1960 they build up the world well-known models like 356 and 911 models. In the beginning it has appeal to an extremely contracted section of monetarily successful community. Their goal was far above the ground and they were work determinedly to assemble them. The buyer buy those cars for their enjoyment but not for to achieve the everyday duty. They make special relationships with the cars such as its sound, vibrate etc. These cars were mostly for a definite group of people.
Later on in early 1970 they have introduced 914 a square-ish mid-engine two seated which was cheaper than 911. These are normally for middle class people who can afford to buy it at higher selling car. While this car is extremely high selling cars other than due to its low-priced the traditional Porsche holder were not pleased (Avery, 2010).
All over again in 2002 they jump into high ending model such as Cayenne, Panamera which were the high ended models with more momentum, frontage engine are heavier than traditional cars. These models are simply chosen for those people who are regular buyers of Porsche and they maintain their individuality. As a result, when there is some kind of financial recession, Porsche is not at all a good choice but when recession turn rear up Porsche is the better choice for meeting customer fulfillment.
Role played by the Porsche brand in the self concept of its buyers are, they divided it into two classes one is for middle class and other is for upper class (Deighton, Avery, & Fear, 2011). They say that if the cost is reasonable to all people, it will demolish the high level of social status of the brand, Again Porsche has appeal to a very slight division of monetarily successful group of people as the price was very luxurious due to the good feature and lastly, Porsche handle to create a brand name of completely and exclusivity without the argumentation from others and Next, they put their buyer in their own class of individuality (Zhechev, & Stanimirov, 2013).
References
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Avery, J. (2010). Gender bender brand hijacks and consumer revolt: The Porsche Cayenne story. Consumer behavior: Human pursuit of happiness in the world of goods, 645-649.
Batra, R., Lenk, P., & Wedel, M. (2010). Brand extension strategy planning: empirical estimation of brand-category personality fit and atypicality. Journal of Marketing Research, 47(2), 335-347.
Burt, S., Sparks, L., & Teller, C. (2010). Retailing in the United Kingdom-a synopsis. In European Retail Research (pp. 173-194). Gabler Verlag.
Charoensettasilp, S. and Wu, C. (2013). Attitude and Needs of Thai People in Selecting
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