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论文作者:meisishow论文属性:课程作业 Coursework登出时间:2014-09-12编辑:meisishow点击率:10624
论文字数:4098论文编号:org201409111650322885语种:英语 English地区:英国价格:免费论文
关键词:英国硕士课程作业Buying behavior营销策略战略分析success product魔法闪电UFO
摘要:这是一篇关于消费购买行为的分析,是英国硕士课程作业的范文,我们在这里也会以此做为一篇案例大家可以参考一下。
Analysis of the existing pricing strategy:
The Star Company has produced many kinds of intelligence toys for children. Its pricing method is cost-plus pricing, because of the large sales volume and low cost of manufacture, the Star Company always gains a high profit. The price of these toys are relatively lower than those of other enterprise.
Pricing strategy of the new product:
To decide on the pricing strategy of the Magic Lighting UFO, the following steps were followed.
•Estimate the demand curve. There is a relationship between price and quantity demanded. The total cities’ population in China is about 350,000,000. The population of potential customer is about 9 percent of total population. If only one percent of them buy our toy, the consumer number is 315,000.
•Calculate costs. The total unit cost of the new adult toy is 35 Yuan.
•Environmental factors. The price control of government prohibits pricing the new product too high.#8226;Pricing Objectives. The objective in the introduction stage is Maximize quantity. This means to seek to maximize the number of units sold or the number of customers in order to decrease long-term costs and increase long-term profits.
Considering the costs, the effects of competition and the customer`s perception of value, and other more subjective criterias such as customer preferences, product benefits, convenience, product quality, and alternative products offered by the competition, the unified unit price of the Magic Lightning UFO should be 78 Yuan.
Alternative Options:
Skim pricing: Skim pricing is a strategy which is used to pursue the objective of profit margin maximization. In order to attract some consumers who have strong interests in the new toy and are not highly price sensitive, this options can be adopted.
Place strategy is associated with channels of distribution that serves as the means by which the company can get its products to the target consumers. The distribution system performs such functions as transactional, logistical, and facilitating products. Distribution decision includes market coverage, channel member selection, logistics, and level of service.
Analysis of the existing distribution strategy:
The Star Company has already made a huge distribution net of toys. It takes the indirect distribution. There are 30 wholesalers in large cities such as Beijing, Shanghai, Guangzhou, Xi’an, Tianjin, Shenyang and there are totally 3000 retailers spreading all these cities.
Distribution strategy of new product:
Two types of distribution channels are available. One is indirect distribution, just like what the children toys are selecting now, involves distributing products by the use of an intermediary. The ot本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。