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1. The company organizations resources:- Smaller organizations can use concentrated strategy (perhaps based on geographic segment in a consumer Market or on the specialist niche in an organizational market) to generate the growth required to allow a wider coverage of the market.
2. The product itself : undifferentiated marketing is more suited for homogeneous Products e.g fruits ,steel. While products which are capable of variations in terms of design are more suited for concentration or differentiation e.g perfumes, cars .Other products with a more functional bias can be treated in a more undifferentiated way.
3. Product’s life cycle stage : for example /, an innovative new product , of which neither industry nor the consumers has past experience , may be marketed with an undifferentiated or concentration strategy in order to gain practical knowledge of the market’s behavoiur and reactions. It is only at growth and maturity stages of the life –cycle that the competitors enter the market and organizations learn from experience.
4. Market homogeneity: if buyers have the same tastes , buy the same amounts per period and react the same way to marketing stimuli, a strategy of undifferentiated marketing is appropriate.
5. Competition/competitive marketing strategies: When competitions actively practice differentiated segmentation , undifferentiated marketing will be suicidal .It will make more sense to identify segments within which the competition is strong and then to assess whether it would be possible to attack them head-on in those segments or to find a different niche and make that your own. Conversely, when competition is practicing undifferentiated marketing , the organization can gain by pursuing differentiated marketing . Thus, competition affects both marketing strategy and choice of segment(s) to target.
Lellah answered the question on November 5, 2021 at 07:48
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