Question

1. Choose a market within a specific context (social, cultural, economic, ...)
2. Choose a product within this market
3. Define the customer profile for the given product: on one hand,
4. Explain which are the customer behaviour that will drive their purchasing decisions. Describe the consumer decision- making process and its main stages and participants (influencers, ...)

Which strategic decisions should the company take on the marketing activities for the product to ensure its sales success?

Answer 1

The market I would like to choose is the technological market which is dominating all around the world these days amidst the corona virus.

The technological product I would like to choose is the Zoom Application that is being taken over and and is used around everyone today to help with their services and the meetings conducted online using the technological advancement.

The customer profile I would like to choose is the working class people both employees and employers who are constantly using this Zoom Application for their meetings and other conferences discussed and connected all around the world for their purposeful operational continuation of the activities involved.

The purchasing decisions would be derived by various customer behaviours that would determine the affect of the buying process. The decision making would first be influenced by the psychological and physical needs of the people that would tell if the application is suitable enough to fulfill their basic criteria of work and other corresponding activities for the achievement of their operations both physically and psychologically. Decision would also be influenced by the factor of technological upgradation of the company and the consumer itself, which talks about if the company would choose the same application, does it have the reequired available technology and the resources both tangible and non tangible like the trained and knowledge equipped employees to use the same application.

The consumer decision making process for the same purchase of this product would start by:

1. Identification of needs: In this step, the needs are identified that what makes the consumer want to buy that particular product or service. As in the times of covid-19, people are not able to conduct their meetings effectively in the physical dimentions thus a need was created to find something that will make the users connect even virtually using technology as well.

2. Gather information: To make their needs accomplish and achieved, the users gather all kinds of data for example the ways they could make the virtual meetings and technology a way to do their operations. Calling, video calling, video conferencing all options and all kinds of information was discovered under the same.

3. Evaluate alternatives: Now the information is gathered, the alternatives are gathered to make the same thing achieve. The alternatives available for the video conferencing are many like Zoom, Skype and various other options. All optiond are effectively evaluated to make a right decision.

4. Buying decision: At last, a right decision is made which is the Zoom Application seeing all the basic satisfaction elements that the former is providing and is fulfilling all the basic needs.

The strategic decisions that the company should to ensure the sales are sustainable and always increasing are the customer engagement, competition analysis and the demand reciprocation. The company should effectively engage with their customers at the best manner to ensure what are their needs and wants for the same product. The company should also make sure what its basic competitiors are providing and offering to the customers and how the company should stand aloof and better than all. At last, the company should make sure to reciprocate the needs and analysis of the customer to make sure their demands are fulfilled and customer loyalty is sustained.