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Marketing Research of Science Applications International Corporation (SAIC)

Discuss Marketing Research of Science Applications International Corporation (SAIC) within the Marketing Research ( MR ) forums, part of the PUBLISH / UPLOAD PROJECT OR DOWNLOAD REFERENCE PROJECT category; SAIC (Science Applications International Corporation) NYSE: SAI is a FORTUNE 500 scientific, engineering and technology applications company headquartered in the ...

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Marketing Research of Science Applications International Corporation (SAIC)
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Netra Shetty
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Marketing Research of Science Applications International Corporation (SAIC) - April 8th, 2011

SAIC (Science Applications International Corporation) NYSE: SAI is a FORTUNE 500 scientific, engineering and technology applications company headquartered in the United States with numerous federal, state, and private sector clients. It works extensively with the United States Department of Defense, the United States Department of Homeland Security, and the United States Intelligence Community, including the National Security Agency, as well as other U.S. Government civil agencies and selected commercial markets.

Marketing in a nutshell, is defined as the art of selling products. However, marketing does not only aim to sell products. It involves a deep understanding of the customer and identification of products or services that will satisfy their needs and wants. Marketing according to Bradley (2003) is a philosophy that leads to the process by which organizations, groups, and individuals obtain what they need and want by identifying value, providing it, communicating it and delivering it to others. Marketing is strategically concerned with the direction and scope of the long-term activities performed by the organization to obtain a competitive advantage. Marketing according to Proctor (2000) is about satisfying wants and needs and in the course of doing so facilitating the achievement of an organization’s objectives. By paying attention to customer wants and needs, organizations are more likely to achieve their objectives in the marketplace.

This paper generally, looks at how marketing is employed in Avon and how Avon creates its marketing strategies. Avon presents am excellent case in marketing because of its innovative business philosophy. In the succeeding sections, the author intends to tackle the different marketing techniques of Avon.



Market Segmentation

In this section, the author will discuss how Avon segments its markets and what bases for segmentation the company uses.

Market segmentation, according to Applbaum (2004), is the act of dividing distinct groups of buyers who might require separate products and/or marketing mixes (p. 32). According to Mochis (1994), market segmentation refers to subdividing the market into several groupings, with each group being recognized for its preferences regarding products/services and methods of delivery (p.41). Market Segmentation is a marketing management technique which can help firms find ways of establishing competitive advantage. A market segment is a section of a market which possesses one or more unique features that both give it an identity and set it apart form other segments. Market segmentation amounts to partitioning a market into a number of distinct sections, using criteria, which reflect different and distinctive purchasing motives and behaviour of customers. Segmentation makes it easier for firms to produce goods or services that fit closely with what people want (Proctor, 2000). Segmentation enables marketers to divide prospective customer groups into segments that consist of people with similar demographic, psychographic or usage patterns (Locke, 2001).


his industry has seen very high growth relative to other industries in the past 10 to 15 years. With the rise of awareness of environmental issues and the trend towards "green living", this industry has risen very rapidly. at this point in 2009, bottled water is a large global business, and many countries are participating in bottled water production. The business is generally fairly concentrated in each country, although there are many smaller niche players such as Fiji Waters which often market brands from a particular source. Large players, however, dominate the business in developed countries. Many major beverage companies found this a natural brand extension of already successful beverage lines and they extended their brand into bottled water labels. Large players such as Nestle, Pepsi and Coca-Cola have all been highly successful in their marketing efforts.

U.S. consumers now drink more bottled water than any other beverage, except carbonated soft drinks. Since 1998, per capita consumption of carbonated soft drinks has fallen slightly, while bottled water consumption continues to set new records. From 1997 to 2005, per capita consumption of bottled water increased by 90 percent to 25.4 gallons—17 percent of nonalcoholic beverage consumption.
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Jitendra Mazee
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Re: Marketing Research of Science Applications International Corporation (SAIC) - August 17th, 2016

Quote:
Originally Posted by netrashetty View Post
SAIC (Science Applications International Corporation) NYSE: SAI is a FORTUNE 500 scientific, engineering and technology applications company headquartered in the United States with numerous federal, state, and private sector clients. It works extensively with the United States Department of Defense, the United States Department of Homeland Security, and the United States Intelligence Community, including the National Security Agency, as well as other U.S. Government civil agencies and selected commercial markets.

Marketing in a nutshell, is defined as the art of selling products. However, marketing does not only aim to sell products. It involves a deep understanding of the customer and identification of products or services that will satisfy their needs and wants. Marketing according to Bradley (2003) is a philosophy that leads to the process by which organizations, groups, and individuals obtain what they need and want by identifying value, providing it, communicating it and delivering it to others. Marketing is strategically concerned with the direction and scope of the long-term activities performed by the organization to obtain a competitive advantage. Marketing according to Proctor (2000) is about satisfying wants and needs and in the course of doing so facilitating the achievement of an organization’s objectives. By paying attention to customer wants and needs, organizations are more likely to achieve their objectives in the marketplace.

This paper generally, looks at how marketing is employed in Avon and how Avon creates its marketing strategies. Avon presents am excellent case in marketing because of its innovative business philosophy. In the succeeding sections, the author intends to tackle the different marketing techniques of Avon.



Market Segmentation

In this section, the author will discuss how Avon segments its markets and what bases for segmentation the company uses.

Market segmentation, according to Applbaum (2004), is the act of dividing distinct groups of buyers who might require separate products and/or marketing mixes (p. 32). According to Mochis (1994), market segmentation refers to subdividing the market into several groupings, with each group being recognized for its preferences regarding products/services and methods of delivery (p.41). Market Segmentation is a marketing management technique which can help firms find ways of establishing competitive advantage. A market segment is a section of a market which possesses one or more unique features that both give it an identity and set it apart form other segments. Market segmentation amounts to partitioning a market into a number of distinct sections, using criteria, which reflect different and distinctive purchasing motives and behaviour of customers. Segmentation makes it easier for firms to produce goods or services that fit closely with what people want (Proctor, 2000). Segmentation enables marketers to divide prospective customer groups into segments that consist of people with similar demographic, psychographic or usage patterns (Locke, 2001).


his industry has seen very high growth relative to other industries in the past 10 to 15 years. With the rise of awareness of environmental issues and the trend towards "green living", this industry has risen very rapidly. at this point in 2009, bottled water is a large global business, and many countries are participating in bottled water production. The business is generally fairly concentrated in each country, although there are many smaller niche players such as Fiji Waters which often market brands from a particular source. Large players, however, dominate the business in developed countries. Many major beverage companies found this a natural brand extension of already successful beverage lines and they extended their brand into bottled water labels. Large players such as Nestle, Pepsi and Coca-Cola have all been highly successful in their marketing efforts.

U.S. consumers now drink more bottled water than any other beverage, except carbonated soft drinks. Since 1998, per capita consumption of carbonated soft drinks has fallen slightly, while bottled water consumption continues to set new records. From 1997 to 2005, per capita consumption of bottled water increased by 90 percent to 25.4 gallons—17 percent of nonalcoholic beverage consumption.
Hey netra, nice information on Science Applications International Corporation (SAIC) and thanks for your effort and sharing it to help others. BTW, i am also going to upload a document which would give related information on Science Applications International Corporation (SAIC) and help others.
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