Southeast University

Course Name: MARKETING MANAGEMENT

Course Code: MKT 3123
Sec: B
Assignment Submitted To

ShayalaYesmin
Lecturer, Southeast Business School
Assignment Submission Date: 03/06/2020

Assignment Submitted By

NAME: MD. JAMALUDDIN

ID: 2018110000001
 1. Select two brands in the vacation & travel industry. After look at their websites
describe the kind of costumers each is seek to attract. Also, describe either company
can use demographic and behavioral variables to measure consumer’s consumption
preferences.
Targeting in marketing is a strategy that breaks a large market into smaller segments to
concentrate on a specific group of customers within that audience. It defines a segment of
customers based on their unique characteristics and focuses solely on serving them.
Demographics play a significant role in the success of a business. Behavioral variables involve
end consumer's knowledge, attitude and use of your product or service.
OBOKASHTRAVEL AGENCY: The Umrah Hajj service is the most successful program for
Oboskash. They deliver you the best services during the Umrah. This is how they target their
market.
For Demographic Variables they consider age above young age; gender male & female; overall
status not high.
For Behavioral variables they do occasional packages; service use rate is stander; their customer
loyalty is high because people who are their previous customers, they bring other customers for
them.
DESHGHURI TRAVEL AGENCY: It’s a tour operation association in Bangladesh. It’s works
on day to day tour or long trip. People who love to visit they are their main customer’s. This is
how they target their market.
For Demographic variables there is no age limit; gender male & female; their company status is
good as they provide well service.
For Behavioral variables they offer different kinds of packages; they have their customer loyalty;
they provide many services like hotel booking, car rental, traveling package etc.
2. Toyota has built a huge manufacturing company that can produce millions of cars each
year for a wide variety of consumer. Why is it able to grow so much bigger than any other
auto manufactures? How does Toyota ensure its product differentiation a car brand for
everyone? Explain.
At present, Toyota is one of the leading and the largest automobile manufacturing in the
world. It is also one of the pioneers in automobile innovation which is the company’s core value.
The technological expertise is prime competitive advantage that has helped the company to cater
the global automobile market. The factor most frequently associated with Toyota's success is that
of Kaizen. Kaizen is the Japanese word for “Improvement” and has been core to Toyota's
operations for decades.For example, Toyota invested heavily into the Prius before hybrid or
electric cars had gained popularity. This are the top 10 reason how Toyota achieve their band
value 1. Durability, 2. Best Resale Value, 3. More AWD/4WD Vehicles, 4. Top Safety Pick, 5.
Most American Made, 6. Most Innovation, 7. Best Reliability, 8. Top Residual Value, 9. Green
Vehicles, 10. Quality.
Brand differentiation is basically differentiating your brand from products addressing the
same needs of the target market. In the mind of the target market how will your brand stand out
in the minds of the market from similar products or service providers.Toyota differentiate it
selves in the automotive industry by its lead on. Successful differentiation on the basis of
superior design and quality. This has led to Toyota being able to create a brand image that is very
strong and one that brings to mind quality, long lasting cars when a potential customer sees
it.Toyota's brand value has been calculated at more than $42 billion ($US29.15 billion), making
it the leading automotive company in the Brand.
1. Identify a specific target: The Toyota automobile target market is vast and target with its
specific products for different products.
2. Define the Toyota brand market: The
market scope that Toyota uses is a broad one
that encompasses nearly every type of
customer that is in the market to purchase an
automobile.
3. Understand your targets’ needs: The Toyota
Brand understand the customer needs.
4. See brands through consumers’ eyes: The
Toyota is valued by the consumer.
5.Don’t be afraid to think big: The Toyota
brand thinks big.
6. Imply critical benefits: The brand benefits
are safety, good quality and affordability,
something for everybody.
7. Expose the brand’s benefits to the target audience: Toyota’s current grand positions are
product development and offensive/strategies for industry leaders.