Under what conditions is it appropriate for enterprises to adopt differentiated market strategies

Anytime, as long as there are competitors. Unless you have no competitors in your industry.

Differentiated marketing strategy, also known as differentiated marketing, refers to the fact that in the face of the market segmentation, enterprises choose two or more sub-markets as market targets, and provide targeted products and services and corresponding sales measures for each sub-market. According to the characteristics of the sub-market, the company formulates product strategy, first-class strategy, channel strategy and first-class strategy and implements them.

Differentiation is not an end, but a means, and its ultimate goal is to form a difference in the hearts of customers, occupy the minds of customers, and occupy the market.

The core idea of differentiated marketing is "market segmentation, positioning for target consumer groups, introducing brands, and establishing images". On the basis of market segmentation, according to the personalized needs of the target market, through brand positioning and communication, give the brand unique value, establish a distinctive image, and establish the core competitive advantage of brand differentiation and personalization. The key to differentiated marketing is to actively find market blanks, select target markets, tap the unmet personalized needs of consumers, develop new product functions, and give new value to the brand.

The basis of differentiated marketing is the diversified characteristics of market consumer demand. Different consumers have different hobbies, different personalities, different value orientations, different income levels and different consumption concepts, etc., which determines that they have different demand focuses on product brands, which is why differentiated marketing is needed.

Differentiated marketing is not the innovation of a certain marketing level and a certain marketing means, but a multi-faceted and systematic marketing innovation of products, concepts, values, images, promotion methods, and methods, and on the basis of innovation, the brand can achieve the target focus in the market segment and achieve a strategic leading advantage.

Enterprises can choose several sub-markets with the greatest interests as the target market, and if they have enough capacity to meet more sub-markets, they can choose more sub-markets; If each sub-market is attractive to the company and the company has the ability to offer different products and services to each sub-market, the company can target the sub-market. Among the world's famous multinational companies, Procter & Gamble is a typical example of differentiated marketing, and its laundry detergent has 11 brands. The "tide" is also strong but moderate; Highlight the "panda" of cheap beauty. There are 6 brands of shampoo, including "Sassoon", which represents taste; the "Head & Shoulders" of the trendy family; the elegant "Pantene"; A new generation of "Rejoice".

In addition, it has 8 brands of soap, 4 brands of washing liquid, 4 brands of toothpaste, 3 brands of detergent, 3 brands of toilet paper, etc.

Design and provide different types of products for different market segments, generally speaking, this kind of strategic strategy is mostly adopted by those strong large companies, when they are just starting out, they can use centralized marketing or non-differentiated marketing, and when they have achieved a certain success and development, they are to choose two or more market segments for concentrated marketing to meet different needs and so on.

1.The so-called differentiated marketing (differentiated marketing) differentiated marketing tactics (differentiated marketing tactics), also known as differentiated marketing.

It means that in the face of the market segmentation, the enterprise selects two or more sub-markets as the market target, and provides targeted products and services and corresponding sales measures for each sub-market. According to the characteristics of the sub-market, the company formulates product strategies respectively.

Strategy, channel strategy, and strategy and implement them. 2.Design and provide different types of products for different market segments, generally speaking, this strategic strategy is mostly adopted by those strong large companies, at the beginning, you can use centralized marketing or undifferentiated marketing, and when you have achieved a certain success and development, you can choose two or more market segments for concentrated marketing to meet different needs and so on.

Strong enterprises, enterprises with strong funds.

First of all, the enterprise must have a good market positioning.

or segmentation, that is, it can be in a common target market.

Find a differentiated group, and make accurate marketing according to the consumption behavior or consumption characteristics of this group. Secondly, enterprises must have their own core competitiveness, which must be scarce, difficult to replicate, irreplaceable and can provide customer value. Thirdly, the company must have a good assessment of expectations and have a certain financial capacity, because there is often a process for a new strategy to be effective.

Extended Materials: Differentiation Strategies.

It is also known as the strategy of innovation. It refers to the enterprise to provide differentiated products and services to meet the special needs of customers. Strategies for creating a competitive advantage.

Enterprises use this strategy mainly by the characteristics of products and services, rather than the cost of products and services. As a rule. Enterprises can implement differentiation strategies in the following aspects:

Product design. or differentiation of the image of the trademark; differentiation of product technology; differentiation in customer service; differentiation in sales distribution channels, etc. But it should be noted. Differentiation strategy does not mean that companies can ignore costs.

It is only emphasized that the strategic objective at this time is not a matter of cost. with other competitive strategies.

Similarly, the implementation of differentiation strategies by enterprises also has certain risks, mainly in the following aspects:

1) The production cost of enterprises that implement differentiation strategies.

Probably high. Because it increases the cost of design and research. The selection of high-grade raw materials, etc. One of the risks of a company implementing a differentiation strategy is that if it adopts a differentiation strategy, the product cost is the same as the pursuit of a cost leadership strategy.

The cost of competitors' products is too far apart. It may make the purchaser prefer to sacrifice the performance, quality, service and image of the differentiated product. and to reduce the cost of procurement.

2) The second risk of a company's differentiation strategy is that buyers have become more savvy and they have lowered their requirements for product or service differentiation.

3) With the development of the industry in which the enterprise is located, it has entered a mature period. The third risk of enterprises implementing differentiation strategies is that the advantages of differentiated products are likely to be imitated by competitors, and the advantages of products are weakened. At this time, if the enterprise can not launch new differentiation, it will be at a disadvantage due to the high level, and the product differentiation advantage is not obvious.

Businesses are in a very difficult position.

Differentiated marketing strategy and concentrated market strategy are two different strategies in marketing.

Differentiated marketing strategy: A differentiated marketing strategy is to segment the market into multiple small segments and develop a unique marketing strategy for each small segment. This strategy is suitable for industries with highly competitive markets and diverse consumer needs.

Apple, for example, adopted a differentiated marketing strategy when it launched the iPhone. They segmented the market into various groups of people, such as professionals, young people, students, etc., and launched different models according to the needs of different groups, such as iPhone SE, iPhone 12 Pro Max, etc., to meet the needs of different groups of people. This differentiation strategy has allowed Apple to achieve relatively high ** and profits in the market.

Concentrated market strategy: A concentrated market strategy is for a company to concentrate all its resources in one or a few small and dedicated markets to achieve high efficiency, low cost and high market share. This strategy is suitable for relatively single market demand.

1. Smaller and stable industries.

For example, Shake Shack, a fast-food chain in New York, has adopted a centralized marketing strategy. They sell only a small number of fast-food products such as burgers, hot dogs and fries, and focus their grilled dates on the New York market to increase efficiency and brand awareness. This strategy has allowed Shake Shack to successfully build its brand image, gradually expanding to other cities and regions.

In short, differentiated market strategy and concentrated market strategy are two different marketing strategies, and enterprises need to choose the appropriate strategy according to their own situation and market demand to achieve the advantage of market competition.

Hello! The product is differentiated because the enterprise enters the target market as follows: 1. There is enough sales volume and a large number of potential demand 2. The enterprise must have the ability to meet the needs of this target market 3. The selected target market is competitive The above is the answer given.

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Answer]: For tourism destinations or tourism enterprises, there are two basic prerequisites for choosing differentiated target market strategies, including: Marketers must confirm that there are differences in the needs of tourism consumers, and these differentiated needs are indeed worth meeting the destination or the enterprise, that is, it can indeed bring satisfactory economic returns to the company's New Year's distribution industry; In order to meet the differentiated needs of these different groups of people, the enterprise or tourist destination must have sufficient supply strength and marketing capabilities.

Undifferentiated marketing refers to the enterprise to regard a type of product as a whole market and a large target market with a standardized marketing mix strategy, without considering the particularity of a single market segment, only considering the commonality. This is a marketing strategy that seeks common ground while reserving differences, aiming to generate economies of scale and reduce production and marketing costs through large-scale production and operation. It is generally suitable for start-up enterprises, or enterprises with strong monopoly, such as Coca-Cola and Pepsi, which have long adopted undifferentiated marketing strategies, but in the past two years, Coca-Cola has begun to use some differentiated means in marketing, such as packaging for girlfriends, boyfriends, lovers and other different packaging.

Another example is PetroChina and Sinopec, which are all non-differentiated marketing strategies.

The biggest advantage of adopting a non-differentiated marketing strategy is the economy of cost.

Undifferentiated marketing strategy refers to the marketing strategy of enterprises to regard the entire market of products as a target market and use a single marketing strategy to open up the market, that is, to attract as many buyers as possible with a product and a set of marketing plans.

Advantages: single product variety, single sales channel. Production costs, management expenses, and sales expenses are relatively low.

The advantage of undifferentiated marketing is that it is low-cost. A single product line can produce relative scale operating benefits, storage and transportation are relatively convenient and fast, advertising, logistics and distribution and other resource allocation are concentrated in one product, which is conducive to strengthening the brand image, and the Coca-Cola Company in the United States is the most representative.

In 1886, a pharmacist named Bamburton invented the formula for Coca-Cola and began to put it into production, and for more than 100 years, whether in North America or around the world, it has pursued an undifferentiated marketing strategy, ensuring that Coca-Cola's quality and taste have always been consistent, making it a global super brand.

The biggest advantage of undifferentiated marketing is the economy of cost, just like "mass production" and "standardization" in manufacturing: a single product line reduces production, inventory and transportation costs; Undifferentiated advertising programs allow businesses to get ** discounts through heavy use; There is no need to carry out marketing research and planning required for market segmentation, which can reduce the cost and management expenses of marketing research.