Casio Business Report

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4.0 Discussion

4.1 Interpretation

The two marketing mixes were formulated according to different method. MM1 will provide full range of after sale services but for a shorter period of time than MM2. Yet, marketing mix 2 provides only few after sell services. Reasoning lower income consumers usually desire more services for a longer period. Also, MM1 guarantee products with reliable quality but with more expensive than MM2. The reason is consumers with higher level income usually consider quality as the main factor for an alarm product, but low income consumers think that price is the most important. The price of the two marketing mixes that the price of the product in MM1 is higher than MM2 because of the difference of target market. MM1 decided to sell the product in competitive surrounding because it usually can promote the brand fame of the product. In MM2, however, store fronts are settled away from competitors to avoid over competition. In order to be popular in the target market, MM1 suggests more distribution channels within the community but it do not include distribution channels that can really assure whether consumers really think highly of the product like door to door selling.

4.2 Assessment

Actually, during the research, there is a factor that might affect the accuracy of the research. That is not all of the participants of the survey belongs to the target market of Alarming. Yet, this inaccuracy is still in an acceptable range.

5.0 Conclusion and Recommendations

After comparing the strengths of both MM1 and MM2, it is obvious both of them have the potential for success. However, MM1 is easier to set up Alarming because lower income consumers usually don’t work with a very strict time schedule so MM1 possess a larger potential market and it will lead to the success of Alarming. Not only will MM1 start Alarming successfully, but it will also support the future development of the business. During the competition with Casio, the key competitor, Alarming will have the advantage over it within five years. It is a good option to launch the production of Alarming by using MM1 by the end of 2013.

Reference

Casio (2012), mbaskool [online]. Available at:

http://www.mbaskool.com/brandguide/lifestyle-and-retail/3268-Casio.html [Accessed 20 Apr 2013]

Marketing Strategy of Casio Computer Co., Ltd. (2010), management paradise [online]. Available at:

http://www.managementparadise.com/forums/marketing-management/210560-m arketing-strategy-Casio-computer-co-ltd.html [Accessed 20 Apr 2013]

Casio Computer Co., Ltd. SWOT Analysis - Market Research Report on Aarkstore Enterprise (2010), pub articles [online]. Available at: http://articles.pubarticles.com/Casio-computer-co-ltd-swot-analysis-market-researc h-report-on-aarkstore-enterprise-1300439719,116870.html [Accessed 20 Apr 2013]

Casio Computer Co., Ltd. (6952) - Financial and Strategic SWOT Analysis Review (2013), alacra store [online]. Available at:

http://www.alacrastore.com/storecontent/GlobalData_Company_Reports-Casio_Computer_Co_Ltd_6952_Financial_and_Strategic_SWOT_Analysis_Review-2087-25609 [Accessed 20 Apr 2013]

Casio Computer (2012), wikinvest [online]. Available at:

http://www.wikinvest.com/stock/Casio_Computer_(TYO:6952) [Accessed 20 Apr 2013]

Intellectual Property Initiatives (2013), Casio [online]. Available at:

http://world.Casio.com/csr/market/market02/ [Accessed 20 Apr 2013]

APPENDIX A

Appendix E

Answers 1

Interviewee: Mr. Fan---a seller in the shopping mall

- Where do you think I should sell my product?

Mr. Fan: Shopping mall and front store.

- What price I should set as my launch price?

Mr. Fan: Less than 60 RMB I think, because all the current existing Alarm is about this price.

- Which distribution channel do you suggest I use?

Mr. Fan: Magazines are the best choice; newspapers might be a good choice as well.

- How long do you think I should keep the launch price?

Mr. Fan: For the maximum of three month because your business is too small to undertake such a long time without making profits.

- Do you think my business should sponsor public events?

Mr. Fan: No, the reason is the same as the former question---your business is too small. However, sponsoring some tiny activities is considerable like some community activities.

- What approaches do you think can let my product become well known?

Mr. Fan: You should take the advantage of supermarket or shopping centre’s discount activity. For example, instead of making some discount, you can suggest the shopping mall manager to present your product as a gift. This might will lose profits at first, but it’s a good way to let it become famous

- What do you think consumers will consider as the most important aspect when buying this product?

Mr. Fan: I think it must be the quality, because if an alarm has poor quality, it might delay something really important.

- What kind of service do you think consumer prefer to have when buying this kind of product?

Mr. Fan: It’s hard to say that consumers actually have any services they prefer the most. If any，it might be the free exchange service.

- Where do you think I should set my store? Near to competitor or far away from competitor?

Mr. Fan: It doesn’t really matter about the location for an alarm store, because alarm devices is very seldom today so it is difficult to find a place that is full of stores selling alarms.

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