Documente Academic
Documente Profesional
Documente Cultură
Name: Xi Chen
Student ID: 13033277
Email: westchenxi@gmail.com
Tutor: Dr. Andrew Cardow
1767 Words
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In these days, business practitioners may think that capturing market is the
core developing direction which guiding an organisation to making business
strategy; setting the goals to achieve success. However, nothing in the world
is absolutely. Theoretically speaking, a company with a successful strategy
driven its market share increasing; from a realistic point of view, just
depending on market capture is not a standard to measure a business
strategy succeed or not. Owing to its particularity, Strategy has no accurate
definition, so strategy has various ways to apply in business activities, people
lives and militarily field. Market capture is only a part of the marketing
strategy that it is aimed to achieved. The purpose of marketing is analysing
consumers behaviour. This essay through analysed the branding strategy,
the marketing strategy and the corporate strategy to oppose the original
argument. Obviously capturing market is only a part of strategies which
marketing pay attention to.
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Branding strategy
There are different strategies for different purposes, some will help increase
market share, but some strategies are used to control the future development
of the entire company. For instance, Spark was called Telecom and had
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Spark had changed its former name. A bit of history is helpful for
understanding this evolution. In 1987, Telecom (now called Spark) launched
the first New Zealand's mobile phone; in 1989, the first connected internet in
New Zealand. After brand changed, Spark now moved to a new field called
internet TV market in 2014. Over 20 years, internet technology has grown
extremely fast, it has changed normal social lifestyle, and simple telecom
service cannot meet modern people's lifestyle and working model. Spark by
changing its name to show people what their value and their attitude are
taking clients to go into a new high technology are.
Marketing strategy
Marketing strategy is through analysing consumer behaviour to establish. As
Mike Grigsby (2015) mentioned, Marketing drives financial result and in
order to be marketing-oriented there must be a consumer- centric focus (p.
21). A companys marketing strategy by understanding consumer behaviour
is the main purpose of increasing market share.
Economists have studied and confirmed by increasing its market share, can
be getting a big return. The Paul Bloom & Philip Kotler (n. d) disagreed with
this speech and response that, a large market share does not meant this is a
good market share. Although some people think profiting from the market,
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oppositely some people think that it expected the risks outweigh the benefits
themselves.
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Above figure 1:
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In New Zealand, there are several supermarket brands people known. If you
have a big family, you would like to go PAK'nSAVE; if you prefer lovely
shopping environment, you would go New World. They are all supermarket
selling similar products but each brand has transferred the feeling totally
contrary.
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In conclusion, because everyone has their own way of thinking, people are
able to develop different strategic directions. Thus some people believe that
data proves everything and the high market share rate of a company meets
stakeholders needs. At the same time, some people prefer their own
strategies for sustainable development. Market is changing every passing
day, whereas a company cannot set new strategy every day. As many
successful organizations have a strategy to control the overall situation.
Strategy have multiple purposes, core strategy leads the whole company go
to the right direction, many different level and aspect strategies support every
unit team within a company to capture each market in their own field.
Through analyzing branding strategy with the case of Spark, we understood
that capturing market is one of those purposesa company's strategy keen
to reach. For the best to make strategy, deciders should be considering all of
the situations, trying to understand your customers but not chasing them.
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Reference:
Fletche, H. (2014). Telecom changing name to Spark. Retrieved from
http://www.nzherald.co.nz/business/news/article.cfm?
c_id=3&objectid=11207031
Grigsby, M. (2015). Marketing analytics. Great Britain and the United States:
Kogan Page Limited.
Bloom, P. & Kotler, P. Strategies for High Market-Share Companies.
Retrieved from https://hbr.org/1975/11/strategies-for-high-market-sharecompanies
Morgan, J. (2012). Brand against The machine. Canada: John Wiley &
Sons, Inc., Hoboken, New Jersey.
Roy Morgan Research. (2015). Retrieved from
http://www.roymorgan.com/findings/6169-cola-king-aust-nz-indo201504130100
Cola is king in Australia, New Zealand and Indonesia. (2015). Retrieved
from
http://www.roymorgan.com/findings/6169-cola-king-aust-nz-indo-
201504130100
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