Bad or Non-Effective Targeting in Marketing Harvard Case Solution & Analysis

SUMMARY

This research study emphasizesmainly on non-effective targeting in marketing. In the past, many findings of bad and non-effective targeting in marketing were reported. It is a foundational assumption that customers vary widely in their needs and preferences, whether real or perceived. This may seem too basic to warrant mention, but consider the magnitude of the effects of this issue.

It is very constructive for the sales and ultimately, profitability for the business.Netflix has effective online customer service in providing several ways for customers to have their inquiries answered. In regards to service problems, the company responds very quickly to customers and looks to make sure they are better off than before their problems occurred. In this research, there were several companies focused prominently, i.e. Walmart, MacDonald and iPhone, where Walmart hadn’t found the appropriate target market and MacDonald’s sales and profitability had slumped abruptly in 2015.

Whereas,iPhone was significantly promoted up to the mark and profitability was increased.Apple directed both the business and the professional oriented individuals who may use the devices in order to make their jobs more effective and efficient. The product could help the professionals and businessmen to see how the product offered by Apple would fit into their professional lives.

It is analyzed that Apple Companytargeted the right audience for their newly launched product, but Walmart and McDonalds have targeted the wrong audience due to which, they faced negative responses of the customers. The statistical technique is applied to evaluate the relationship between marketing or targeting expense and profitability of the company. The regression technique is used to obtain a significance and the relationship between variables.

Bad or Non-Effective Targeting in Marketing Harvard Case Solution & Analysis

INTRODUCTION

The term non-effective or bad targeting in marketing refers to the first and most basic issue facing managers, as they make strategic marketing decisions for their firms, is that all customers differ. It is a foundational assumption that customers vary widely in their needs and preferences, whether real or perceived. This may seem too basic to warrant mention, but consider the magnitude of the effects of this issue.In the past, many findings of bad and non-effective targeting in marketing were reported, e.g. are Walmart, i.e. the particular targeted market was mistaken which has then directed the firm to have negative and sudden responses that were totally unexpected from the customers, we might say that the company did not find the suitable target market.Anheuser-Busch (a beer which missed the mark by using a bad tagline), and so many other examples like OCD, a customized sweater that codes as Obsessive Christmas Disorder rather than Obsessive Compulsive Disorder, another one is coffee giant (race associations with bartenders) although they had good intentions but ultimately, they stopped this campaign. Apple and MacDonald’s were also selected for the research.

To maintain the significant role in customers’ decisions and behaviors, the marketers have contacted the right strategies with considerate and cooperative information which entertains all the market stakeholders. It is really difficult to execute specific plans and ideas to the personal marketing, but on a serious note, it’s the only way to satisfy the consumers.

By following these strategies, non-effective targeting in marketing could be minimized. Content marketing should be focused, i.e. the products should be launched with respect to the needs and demands of the public by appropriate awareness and advertisements..................

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