Marketing strategy of Le Marche Des Mini-PC

Posted by Zander Henry on Aug-22-2018

1. The vision of Le Marche Des Mini-PC

The vision of Le Marche Des Mini-PC is to be the leading quality service and product provider for customers. Being the best and the leading player means that Le Marche Des Mini-PC marketing strategy and operations focus on:

• Providing high quality of products and services
• Providing value to customers
• Concentrate on building customer experience

2. The mission of Le Marche Des Mini-PC

Le Marche Des Mini-PC marketing strategy is grounded in its mission. The mission for Le Marche Des Mini-PC is to be the favorite brand of the customers. This mission is essential for the marketing strategy of Le Marche Des Mini-PC as it focuses on all operations and marketing activities in the direction of:

• Consumer centrism
• Using research to understand and influence consumers

3. Brand Equity of Le Marche Des Mini-PC

Understanding and knowing the brand equity is vital for directing and giving meaning to the marketing strategy of Le Marche Des Mini-PC. The knowledge of brand equity will help in shaping Le Marche Des Mini-PC marketing strategy effectively – thereby facilitating the growth of business for Le Marche Des Mini-PC.

3.1. Brand awareness

• Le Marche Des Mini-PC has high brand awareness because of international operations
• The company focuses on higher budget allocation in the country of origin
• Each market for Le Marche Des Mini-PC has modified marketing and strategic directives and plans

3.2. Brand association

• Le Marche Des Mini-PC is directly associated with the brand name and product category
• Le Marche Des Mini-PC has a broad product portfolio
• Le Marche Des Mini-PC is associated with promising and delivering quality and innovative products
• Le Marche Des Mini-PC is also associated with excellent customer service

3.3. Brand loyalty

• Le Marche Des Mini-PC has been successful at gaining high consumer loyalty because of unique and influential marketing strategy
• Le Marche Des Mini-PC has a global customer base
• Le Marche Des Mini-PC keeps adding value addition to the products and product portfolio to keep consumers engaged

3.4. Brand asset

• Le Marche Des Mini-PC has a substantial brand value
• Le Marche Des Mini-PC also enjoys the high financial worth
• Le Marche Des Mini-PC focuses on building a reliable and robust employee base

3.5. Brand element

• Le Marche Des Mini-PC uses the brand element as a means of competitive advantage
• Uses adaptability in product, services, and marketing to meet different cultural demands

4. Situational Analysis of Le Marche Des Mini-PC

The situational analysis will help in developing the marketing strategy of Le Marche Des Mini-PC by conducting a thorough market analysis. This market analysis will aid in understanding the compatibility between external opportunities and other factors, and internal strengths – to be used to maximize the marketing influence of Le Marche Des Mini-PC.

4.1. SWOT

4.1.1. Strengths

Le Marche Des Mini-PC marketing strategy can benefit from the following internal advantages:

• Strong brand image
• Global distribution network
• Investment in market research
• Innovation

4.1.2. Weakness

Le Marche Des Mini-PC faces challenges in marketing strategy because of the following weakness:

• Slow organizational processes
• High product prices

4.1.3. Opportunity

Le Marche Des Mini-PC has the following possibilities of business growth:

• Green lifestyles
• Regional expansion
• Diversification

4.1.4. Threats

Le Marche Des Mini-PC faces business threats because of the following factors:

• Increased competition
• Increased imitation

4.2. PESTEL

4.2.1. Political

• Le Marche Des Mini-PC operates I markets with political stability
• Le Marche Des Mini-PC has funding support from the government for small businesses

4.2.2. Economic

• Le Marche Des Mini-PC enjoys high sales because of higher GDP
• Lower interest rates make business expansion and loaning easier for Le Marche Des Mini-PC
• Low inflation strengthens the financial position of Le Marche Des Mini-PC

4.2.3. Social

• Higher education and awareness increases sales of Le Marche Des Mini-PC predict
• Le Marche Des Mini-PC focuses on understanding consumers and fulfilling their demands through its offerings

4.2.4. Environmental

• Le Marche Des Mini-PC has an active CSR program
• Le Marche Des Mini-PC ensures environmental safety in all its operations

4.2.5. Legal

• Le Marche Des Mini-PC is aware of local and global laws of business and human resource management
• Le Marche Des Mini-PC abides by all statutes – especially labour law, discrimination law, and employee safety laws

4.3. Porter’s Five Forces

4.3.1. Threat of substitutes

• High risk of replacements
• Substitutes offer similar products at low prices

4.3.2. The threat of new entrants

• New entrants need high financial investment
• New entrants need updated technology for keeping par with industry progress

4.3.3. Bargaining power of buyers

• Sales made to end consumer directly
• Stocking of products at retailers, as well as own-controlled retail outlets

4.3.4. Bargaining power of suppliers

• Multiple suppliers of raw materials
• Suppliers are chosen after careful inspection, and through contracts

4.3.5. Industry rivalry

• High industry rivalry
• Players offer similar products
• Players compete through marketing to influence consumers

5. Marketing Objectives for Le Marche Des Mini-PC: The Marketing Strategy of Le Marche Des Mini-PC

Le Marche Des Mini-PC marketing strategy has the following objectives for the current financial year:

5.1. Increased market penetration

• Increase top of mind recall for Le Marche Des Mini-PC brand and products by 30%
• Increase sales for Le Marche Des Mini-PC by 40% by the third quarter of the financial year
• Achieve a trial rate for new products of 10% during the first quarter of the launch
• Increase consumption rate of existing products by 45% during the current financial year

5.2. Enhanced brand recognition

• Increase top of mind recall by 65% during the current fiscal year
• Increase brand recognition by 80% during the first two quarters of the current financial year

5.3. Increased use of digital marketing

• Acquire 25,000 new online customers during the financial year
• Increase website traffic through using blogging and email tactics effectively by 505 during the first two quarters of the year
• Acquire 65,000 likes on the official Facebook page of Le Marche Des Mini-PC during the first quarter of the financial year

5.4. Retail Growth

• Contract with five more leading supermarkets in the first quarter of the year to stock product at eye level shelving
• Contract with two leading online retail sites – eBay and Amazon – to stock our products, and increase accessibility for consumers globally by the second quarter of the financial year

6. Segmentation of Le Marche Des Mini-PC

Le Marche Des Mini-PC marketing strategy uses different means of segmentation to reach an increase in market penetration.

6.1. Demographic segmentation

6.1.1. Age

Le Marche Des Mini-PC has consumers of age groups

• 20-45 years
• 45-60 years

6.1.2. Gender

• Le Marche Des Mini-PC has a broad product portfolio for both males and females

6.1.3. Life-cycle stage

Consumers for Le Marche Des Mini-PC, according to the marketing strategy, are in the following various life cycle stages:

• Single students
• Single graduates
• Single people living at home/not living at home
• Young couples without children
• Married couples with one to four children – all at home
• Married couples with one or two children in college
• Old married couples with an empty nest

6.1.4. Occupation

The marketing strategy devises the following occupations for Le Marche Des Mini-PC consumers:

• Professionals
• Students
• House makers

6.2. Psychographic segmentation

6.2.1. Social class

• Le Marche Des Mini-PC focuses on segments of middle-upper and upper social classes

6.2.2. Lifestyle

Le Marche Des Mini-PC consumer segments have the following lifestyle characteristics:

• They aspire towards a better and higher living standard
• They want to be successful – professionally and socially
• They are not hesitant to try new things, products and services in life
• They are confident in their behaviour and attitude
• They are mainstreamers in their fields

6.3. Geographic segmentation

6.3.1. Region

• Le Marche Des Mini-PC has operations spread across the western developed countries such as America, the united kingdom, and the Netherlands
• It also has operations in emerging markets such as Brazil, India, and China

6.3.2. Density

• The focus of Le Marche Des Mini-PC remains on the urban part of the population

6.4. Behavioural segmentation

6.4.1. Personality

The marketing strategy defines personality characteristics for the consumers of the brand of Le Marche Des Mini-PC, such as:

• Determined
• Confident
• Ambitious
• Hardworking

6.4.2. Usage frequency

• The consumer segments for Le Marche Des Mini-PC are regular and frequent users of the product

6.4.3. Benefits sought

• Consumers seek functional benefits
• The focus, however, is more on the emotional benefits reaped from the consumption of the brand

6.4.4. Degree of loyalty

• Consumers are very loyal
• Have an emotional attachment with the brand

7. Targeting of Le Marche Des Mini-PC Positioning of Le Marche Des Mini-PC

The marketing strategy of Le Marche Des Mini-PC targets consumer groups based on segmentation as follows:

7.1. Target market

• The target market for Le Marche Des Mini-PC is from middle to upper class
• The target market is ambitious and desires to purchase high-end consumer products
• This target market also seeks affordability
• To meet target market expectations, the Le Marche Des Mini-PC focuses on quality control

7.2. Mass marketing

• The marketing strategy of Le Marche Des Mini-PC focuses on mass marketing
• This also requires unique marketing designs and product promotion programs
• Le Marche Des Mini-PC makes use of one strategy to influence all segments

7.3. Undifferentiated marketing strategy

• Le Marche Des Mini-PC does not differentiate between market segments
• It uses a single marketing strategy to target all segments and consumer groups
• Based on this, Le Marche Des Mini-PC also created the marketing mix under the marketing strategy as a singular one for the whole market – regardless of the segmentation divides.

7.4. Focus on quality

• Le Marche Des Mini-PC has created, developed, and maintained a brand that satisfies all consumers under the undifferentiated marketing strategy and mass marketing
• No compromise on quality has been made in the broad product portfolio
• To ensure the influence of a single marketing strategy, the Le Marche Des Mini-PC has also adopted a consumer-centric approach in its overall marketing strategy and operations as well
• This was used for targeting strategy as well as for maintaining growth

8. Company Competitive Advantage in the marketing strategy of Le Marche Des Mini-PC

The marketing strategy of Le Marche Des Mini-PC stands out from the clutter and competition. Le Marche Des Mini-PC has also achieved a sustainable competitive advantage in its marketing strategy. This is because of the following factors that Le Marche Des Mini-PC has utilized:

8.1. Cost-effectiveness

• Le Marche Des Mini-PC focuses on reaching consumers effectively rather than grandeur
• Le Marche Des Mini-PC focuses on developing an integrated marketing approach
• The use of digital marketing efficiently and expertly has helped the company reach a wider audience at a lower cost
• Le Marche Des Mini-PC has in-house copywriters for marketing campaigns which also helps in controlling costs
• Le Marche Des Mini-PC also focuses efforts on ground activities – which are less expensive than commercial marketing tactics

8.2. Innovation

• Le Marche Des Mini-PC has stayed updated with latest developments in marketing research and marketing knowledge
• Le Marche Des Mini-PC makes use of new and innovative tactics to reach its target consumers
• Le Marche Des Mini-PC also employs top of the field marketers to facilitate its marketing strategy and promotional campaigns
• Each marketing campaign launched by Le Marche Des Mini-PC is effective catchier and more influential than the previous one

8.3. Strong market research and consumer understanding grounded

• Le Marche Des Mini-PC marketing strategy is strongly grounded in consumer and market research
• Le Marche Des Mini-PC makes informed marketing campaigns and goals based on consumers’ behavioural feedback
• Le Marche Des Mini-PC also incorporates consumer feedback in its marketing strategy
• Le Marche Des Mini-PC marketing strategy is based on market trends, and consumer needs and wants

8.4. Making effective use of emotional appeals

• Consumers’ emotional needs strongly influence all marketing objectives and marketing goals set by Le Marche Des Mini-PC
• In addition to fulfilling functional needs, Le Marche Des Mini-PC also tries to fulfil the emotional and psychological needs of the consumer
• Le Marche Des Mini-PC tries to build a strong emotional bond with the consumer, which also results in high consumer loyalty

9. Distribution Strategy of Le Marche Des Mini-PC

Le Marche Des Mini-PC marketing strategy highlights the use of the following distribution strategy to maximize reach and accessibility for consumers.

9.1. Intensive distribution strategy

• Le Marche Des Mini-PC makes use of intensive distribution strategy because it is mass marketing
• Le Marche Des Mini-PC’s marketing strategy is based on undifferentiated segments, and thus an intensive distribution strategy allows high penetration and reaches in the overall market
• With the use of the intensive distribution, Le Marche Des Mini-PC tries to maximise its coverage of the markets where it's present
• For achieving the intensive strategy, the company uses hardcore 360-degree integrated marketing strategy and campaign to reach all consumers, across all segments in the market.

9.2. Direct distribution strategy

• Le Marche Des Mini-PC uses direct distribution country of origin as well as in locations where it has subsidiary operations
• The Le Marche Des Mini-PC also makes use of modern retailing channels
• Also, Le Marche Des Mini-PC makes use of e-commerce and makes a sale through online retailers, as well as through the company website
• Direct distributions have allowed Le Marche Des Mini-PC to increase market penetration and accessibility for consumers

9.3. Indirect distribution strategy

• This strategy is largely used for offshore operations where the Le Marche Des Mini-PC does not have a subsidiary
• In these offshore locations, Le Marche Des Mini-PC largely works through the export model
• This makes use of several intermediaries in between, before the product by Le Marche Des Mini-PC reaches the target consumers
• Intermediaries for Le Marche Des Mini-PC include not only the end retail outlets, but also sales agents, retail agents, and distribution agents in offshore locations

9.4. Selective distribution strategy

• For some products of its portfolio which are premium in nature, Le Marche Des Mini-PC makes use of selective distribution channel
• Le Marche Des Mini-PC has maintained a few outlets in the country of origin, and in selected offshore markets for these products
• These placements and locations are chosen based on the niche market that Le Marche Des Mini-PC has for its premium products
• These locations, placements, and marketing strategy helps make the company’s product selectively, but readily accessible for its niche target audience

10. Competition Analysis in the marketing strategy of Le Marche Des Mini-PC

The industry in which Le Marche Des Mini-PC operates is very responsive to market and consumer trends. Le Marche Des Mini-PC, therefore, needs to be vigilant in its market strategy towards competition – to make sure that it maintains its competitive advantage.

10.1. Strategic Group Analysis

• Le Marche Des Mini-PC competes with direct and close competition based on quality and price
• Consumers choose between different companies from the industry based on their functional offering
• Consumers have progressively evolved to strengthen loyalty and form an emotional bond with products that they consume
• Le Marche Des Mini-PC also competes, thereby, with close competition for building stronger brand image, increasing consume loyalty, and for forming strong emotional ties with the consumer

10.2. Industry rivalry

• Le Marche Des Mini-PC experiences high industry rivalry
• The barriers to entry for the industry are low, and new entrants gain easy access in the industry
• The number of local as well as global players is increasing

11. Marketing mix of Le Marche Des Mini-PC

The marketing mix for Le Marche Des Mini-PC as per the marketing strategy is the following:

11.1. Product

• Le Marche Des Mini-PC has a broad product portfolio
• Le Marche Des Mini-PC provides mass marketed products for all segments across the market undifferentiated
• Le Marche Des Mini-PC also provides some selected, premium products to niche customer groups
• All products in the portfolio consistently maintain high quality
• All products are tailored to meet consumer specifications, demands and needs across different regional markets
• The Le Marche Des Mini-PC maintains a high focus on innovation in products and introduces new products frequently to keep the consumers engaged

11.2. Place

• Le Marche Des Mini-PC wants to have a close, emotional and personal relationship with its consumers
• The company maintains high control in its distribution strategies – especially through direct distribution strategy
• The company has a presence in leading supermarkets
• The Le Marche Des Mini-PC also has company-operated stores in malls, and otherwise to make products accessible to consumers easily
• Le Marche Des Mini-PC also makes use of e-commerce to increase penetration and sales

11.3. Price

• The Le Marche Des Mini-PC prices its products so that its target consumers can afford it easily
• Le Marche Des Mini-PC uses relative pricing strategy for its products
• The price of Le Marche Des Mini-PC’s products include not only the high quality raw materials and value additions but also the enhanced customer experience they deliver
• The company’s pricing strategy allows it to enjoy stable revenue and profit growth

11.4. Promotion

• The Le Marche Des Mini-PC has a high budget allocated towards marketing activities
• The Le Marche Des Mini-PC invests substantially in digital marketing activities to reap high and effective results
• Use of digital marketing has also allowed Le Marche Des Mini-PC marketing strategy to cap costs and expenses
• Le Marche Des Mini-PC also takes part in direct consumer engagement through on-ground activities where the company initiates trials
• Le Marche Des Mini-PC also invests in traditional media channels to reach maximum consumers in the market

11.5. People

• Le Marche Des Mini-PC has a large workforce across different companies
• This workforce is continually trained to become experts in their respective fields of operations
• Le Marche Des Mini-PC hires without discrimination
• Le Marche Des Mini-PC ensures that its employees remain motivated through building an inspirational and creative organizational culture
• Le Marche Des Mini-PC focuses on also building and maintaining organizational commitment and loyalty in its employees

11.6. Process

• All activities at Le Marche Des Mini-PC - from raw material procurement to the final sale to the end consumer - undergo systematic processes
• The processes at Le Marche Des Mini-PC are well defined, and well communicated to all employees
• All employees are trained to follow the processes internally to ensure consistently high quality as well as timely production and deliveries
• The systematic processes also ensure a smooth running of operations at the Le Marche Des Mini-PC

11.7. Physical evidence

• The physical evidence for Le Marche Des Mini-PC includes the company logo, company store designs, and the product packaging
• Satisfied and excited customers in the retail spaces of Le Marche Des Mini-PC, as well as during product consumption create a bubbling and an inviting atmosphere
• The e-commerce website for retail by Le Marche Des Mini-PC is also designed with a friendly customer interface to allow maximum interaction with the brand
• The store designs created by Le Marche Des Mini-PC for its retail space allow consumers maximum interaction with the products directly.

12. Promotional tactics for the marketing strategy of Le Marche Des Mini-PC

12.1. Digital marketing

• The company uses social media for reaching consumers effectively
• The Le Marche Des Mini-PC interacts with the consumers directly, and engages with them, answers their queries and takes their feedback
• The company also shares information and build relationships with consumers through digital marketing
• Le Marche Des Mini-PC also makes use of blogging, emails, and content creations as a means of digital marketing

12.2. Conventional marketing

• The company uses a 360-degree approach in its marketing strategy
• This means that the company makes use of traditional marketing channels as well – such as TV, magazine adverts, and out of house placements

12.3. Influencers

• For direct, on-ground engagement, the company uses influencers
• Influencers interact with consumers directly, or through their channels of communication as a means of content creation and endorsing the Le Marche Des Mini-PC brand

13. Monitoring and evaluation of the marketing strategy of Le Marche Des Mini-PC

13.1. Changes in sales

• Le Marche Des Mini-PC regularly tracks its sales to identify the effectiveness of its marketing strategy
• Increase in sales reflect the success of marketing strategy of Le Marche Des Mini-PC
• Sometimes, Le Marche Des Mini-PC experiences increase ins ae after some time of the launch of the marketing promotions

13.2. Surveys and focus groups

• Le Marche Des Mini-PC frequently conducts focus groups and surveys to identify its brand worth
• These methods also help the company identify brand value, brand recall, and brand recognition
• Focus groups allow Le Marche Des Mini-PC to gather feedback on its marketing strategy and helps it understand consumers better

13.3. ROI

• Effectiveness of marketing strategy of Le Marche Des Mini-PC can also be seen through the revenue and profit growth
• Return on investment allows Le Marche Des Mini-PC to effective gauge the effect and influence of the marketing strategy, and measure its success

13.4. Attainment of marketing objectives

• All marketing objectives set by Le Marche Des Mini-PC are SMART
• The quantitative set against each of the marketing objective can facilitate attainment evaluation for the overall marketing strategy
• Successful and timely attainment of these marketing objectives highlight the success of the marketing strategy of Le Marche Des Mini-PC