AN EVALUATION OF THE USE OF SEGMENTATION, TARGETING AND POSITIONING STRATEGIES BY SELECTED SMALL AND MEDIUM ENGINEERING MANUFACTURING ENTERPRISES (SMME) TO SUSTAIN AND GROW CUSTOMER BASE BY THOMAS MOYO Paper presented partial fulfillment of the requirements for the MAGISTER IN BUSINESS ADMINISTRATION at the Port Elizabeth Technikon. PROMOTER: Dr John Burger DATE: January 2005
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AN EVALUATION OF THE USE OF SEGMENTATION, TARGETING AND
POSITIONING STRATEGIES BY SELECTED SMALL AND MEDIUM
ENGINEERING MANUFACTURING ENTERPRISES (SMME) TO SUSTAIN
AND GROW CUSTOMER BASE
BY
THOMAS MOYO
Paper presented partial fulfillment of the requirements for the MAGISTER
IN BUSINESS ADMINISTRATION at the Port Elizabeth Technikon.
PROMOTER: Dr John Burger
DATE: January 2005
DECLARATION "I Mmoloki Thomas Moyo hereby declare that:
• the work in this research paper is my own original work;
• all sources used or referred to have been documented and recognised; and
• this research paper has not been previously submitted in full or partial
fulfillment of the requirements for an equivalent or higher qualification at any
other recognised education institution."
M. T. Moyo January 2005
i
ACKNOWLEDGEMENTS The completion and success of this study would have not been possible without
the advice, assistance, encouragement and support of the interested parties.
Most and above all I would like to thank in particularly the following:
• Lord Almighty for giving me life and the strength.
• My mother Margaret Moyo, for the support and prayers.
• My girl friend Babalwa for being there for me.
• My friends, Eric, Muzi and Thai for standing by me.
• My study group, Dumisani, Nyanisa, Pravina and Wellman for the
motivation.
• My employer, Eastern Cape Manufacturing Advisory Centre, for allowing
me to use the database.
• My promoter, Dr John Burger, for the assistance and guidance given for
me to perform the research.
• The library personnel at the Port Elizabeth Technikon for their help.
• All engineering companies that agreed to sit for the interview during the
survey.
ii
ABSTRACT In this study the small engineering firms were surveyed to establish if the firms
apply segmenting, targeting and positioning concepts in order to grow and
sustain its customer base. The evaluation would indicate whether the
engineering firms do apply the above-mentioned concepts wholly or partially or
not. It was therefore intended to highlight what engineering do to sustain and
grow their customer base in the absence of the marketing concepts application.
The literature survey was aimed at providing the guideline for application of
these concepts. Based on the literature study and survey of engineering firms it
can be concluded that firms do apply the segmenting, targeting and positioning
concepts. However the application of these concepts was partially.
The objective of the empirical study was to evaluate if the engineering
companies do apply the segmenting, targeting and positioning concepts.
Samples of forty engineering companies were surveyed. Target people for the
interview were the owner-managers and the managers of the engineering firms.
The response from the respondents were analysed and compared with the
literature study. Conclusions and recommendations were formulated for
engineering firm’s application of segmenting, targeting and positioning
concepts. The empirical study results were satisfactory and informative. Close
customer relationship appeared as a means of securing business by
engineering firms.
iii
TABLE OF CONTENT
DECLARATION i
ACKNOWLEDGEMENTS ii
ABSTRACT iii
TABLE OF CONTENT iv
LIST OF DIAGRAMS viii
LIST OF FIGURES xi
LIST OF ANNEXTURES xi
CHAPTER 1
THE BACKGROUND AND METHODS OF THE STUDY
1.1 INTRODUCTION 1
1.2 PROBLEM STATEMENT 2
1.3 SUB-PROBLEMS 4
1.4 DEMARCATION OF RESEARCH 4
1.4.1 Managerial or Owner level 4
1.4.2 Size of organisation 4
1.4.3 Geographical demarcation 5
1.4.4 Marketing 5
1.4.5 Subject evaluation 5
1.4.6 Basis for the tool 5
1.5 DEFINITION OF CONCEPTS 5
1.5.1 Marketing 5
iv
1.5.2 Market Segmentation and Targeting 6
1.5.3 Positioning 6
1.5.4 Small and Medium Manufacturing Enterprises (SMME) 7
1.6 ASSUMPTIONS 7
1.7 THE SIGNIFICANCE OF RESEARCH 7
1.8 AN OVERVIEW OF RELATED LITERATURE 9
1.8.1 Customers Needs, Wants, and Demands 9
1.8.2 Segment and target markets 10
1.8.3 Competition 10
1.8.4 Marketing Mix 11
1.9 RESEARCH DESIGN 12
1.9.1 Literature survey 12
1.9.2 Empirical study 13
1.9.3 Comparisons of and the development of a better method 14
1.10 PROPOSED PROGRAMME OF STUDY 14
CHAPTER 2
SEGMENTING AND TARGETING THE MARKETS
2.1 INTRODUCTION 15
2.2 SEGMENTATION 16
2.2.1 Definition 16
2.2.2 Reasons for segmenting a market 17
2.2.3 Segmenting criteria 20
2.2.4 Types of Markets 21
v
2.2.5 Identify a target market 22
2.2.6 Segment the Overall Market 22
2.2.7 Steps in segmenting a market 25
2.2.8 Market Segmentation Strategies 26
2.3 TARGETING 28
2.3.1 Market targeting strategies 29
2.3.2 Patterns of segmenting a market 32
2.4 SUMMARY 34
CHAPTER 3
POSITIONING
3.1 INTRODUCTION 35
3.2 DIFFERENTIATION 36
3.2.1 The bases for differentiation 38
3.3 POSITIONING 44
3.3.1 Bases to position products 44
3.3.2 Process of positioning 46
3.3.3 Positioning methods 48
3.3.4 Positioning errors 49
3.4 SUMMARY 50
vi
CHAPTER 4
THE EMPERICAL STUDY
4.1 INTRODUCTION 51
4.2 RESEARCH DESIGN 51
4.3 RESEARCH METHODOLOGY 52
4.4 QUESTIONNAIRE CONSTRUCTION 54
4.4.1 Design of the questionnaires 54
4.4.2 Administration of the questionnaires 55
4.4.3 Measuring instrument 56
4.4.4 Identification of respondents 56
4.4.5 Pilot study 56
4.4.6 Validity and reliability 57
4.5 SUMMARY 58
CHAPTER 5
ANALYSIS AND INTERPRETATION OF THE EMPERICAL STUDY
5.1 INTRODUCTION 59
5.2 RESPONSE RATE 59
5.3 ANALYSIS OF THE RESULTS 59
5.3.1 The background of the person in authority 60
5.3.2 The firms background 62
5.3.3 Segmenting and targeting of markets 64
5.3.4 Positioning 80
5.4 SUMMARY 94
vii
CHAPTER 6
SUMMARY AND RECOMMENDATION
6.1 INTRODUCTION 95
6.2 SUMMARY 95
6.3 SUMMARY OF EMPERICAL SURVEY AND
RECOMMENDATIONS 97
6.3.1 Segmenting and targeting of markets concept 97
6.3.2 Positioning of companies or products concepts 100
6.4 AREAS FOR FURTHER RESEARCH 101
REFERENCE LIST 102
LIST OF DIAGRAMS
DIAGRAM DESCRIPTION
PAGE
Diagram 5.1 Statement 1: Title of respondent 60
Diagram 5.2 Statement 2: Qualification 61
Diagram 5.3 Statement 3: Age of the business 62
Diagram 5.4 Statement 4: Turnover of the business 63
Diagram 5.5 Statement 5: Number of employees 64
Diagram 5.6 Statement 6: How do you pick/select your
customer? 65
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Diagram 5.7 Statement 7: What criteria do you apply? 66
Diagram 5.8 Statement 8: Do you quantify how many potential
customers exist in the nearby area? 67
Diagram 5.9 Statement 9: On what basis do you group or
segment your market? 68
Diagram 5.10 Statement 10: Do you try to establish if the
segment you select will be sustainable? 69
Diagram 5.11 Statement 11: What do your customers buy? 70
Diagram 5.12 Statement 12: Which product do you supply? 71
Diagram 5.13 Statement 13: Which service do you provide? 72
Diagram 5.14 Statement 14: What determines which products or
services you provide? 73
Diagram 5.15 Statement 15: Do you ever contact a customer to
establish if they need new or modified products? 74
Diagram 5.16 Statement 16: Do you tend to supply the same
product or service to your customers? 75
Diagram 5.17 Statement 17: Do you tend to supply the new
product to your customers? 76
Diagram 5.18 Statement 18: Do you specialise in a specific field
of product offerings? 77
Diagram 5.19 Statement 19: If yes, in which field? 78
Diagram 5.20 Statement 20: Is your company dependant on
one or limited customers? 79
Diagram 5.21 Statement 21: Do most of your sales come from
one product? 80
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Diagram 5.22 Statement 22: Do you feel that you have a
competitive advantage? 81
Diagram 5.23 Statement 23: Do you specifically regard any of
the following items as a competitive advantage? 82
Diagram 5.24 Statement 24: Is the item you selected in 1.3
consistence with what the customer want? 83
Diagram 5.25 Statement 25: Is your competitive advantage cost
effective? 84
Diagram 5.26 Statement 26: Is your competitive advantage
sustainable? 85
Diagram 5.27 Statement 27: Is your competitive advantage
profitable? 86
Diagram 5.28 Statement 28: Is your product differentiated from
that of your competitors? 87
Diagram 5.29 Statement 29: Rank the order of importance of the
following criteria to your target market? 88
Diagram 5.30 Statement 30: Do you have direct competitors? 89
Diagram 5.31 Statement 30: Do you have indirect competitors? 90
Diagram 5.32 Statement 32: What do you regard as your
competitors’ core two strength and weakness? 91
Diagram 5.33 Statement 33: What do you regard as your
company’s’ core two strength and weakness? 92
Diagram 5.34 Statement 34: Is customer relationship important
to your business? 93
x
LIST OF FIGURES
Figure 2.1 Target marketing 16
Figure 2.2 Market segments and the strategic options 29
LIST OF ANNEXTURES
ANNEXTURE DESCRIPTION
ANNEXTURE A Small Engineering segmenting, targeting and
positioning questionnaire
xi
CHAPTER 1
THE BACKGROUND AND METHODS OF THE STUDY 1.1 INTRODUCTION
The South African Government white paper states that the government realized
that the way to boost the economy of the country is through the development
and sustainability of Small, Micro and Medium Enterprises (SMME).
Government’s white paper on SMME intends to address the following
(Government papers, 2003):
• The creation of new SMME
• The development and growth of existing SMME
• Targeted support to manufacturing SMME (new and existing)
• Enhance productivity and competitiveness.
SMME’s form 97.5 per cent of all businesses in South Africa, generate 34.8 per
cent of the gross domestic product (GDP) and contribute 42.7 per cent of the
total value of salaries and wages paid in South Africa. Hence, they employ 54.5
per cent of all formal private sector employees (Kroon, 1998:64).
The above information shows that development of SMME is important for the
alleviation of hunger and unemployment. However, Statistics South Africa
shows the statistics of SMME registration in SA being higher than other
countries. The statistics also indicates the high number of voluntary liquidations
of SMME in South Africa. For example, 2164 companies were liquidated in the
first eight months of 2003 (Statistics South Africa, 2003).
The table below is the snapshot from Statistics South Africa and it depicts the
number of liquidated companies at the end of August 2003.
1
Key figures as at the end of August 2003 regarding the number of liquidations
Actual
estimates
August
2003
June 2003
to
August 2003
% change
between
August 2002
and
August 2003
% change
between
March 2003 to
May 2003
and
June 2003 to
August 2003
% change
between
January 2002 to
August 2002
and
January 2003 to
August 2003
Number of
Liquidations
406
1 090
+19,8
+17,0
-1,2
Statistical release P0043 October 2, 2003
It is also substantiated by reports that venture failure vary and range between
30 and 80 per cent of all new enterprise within the first two years after
establishment. SMME’s fail in first two years of their existence because of
mismanagement of cash flow problems (DTI, 2000).
1.2 PROBLEM STATEMENT
According to Nieman (2003:32), challenges facing SMMEs include access to:
• Start up and expansion finance
• Markets
• Appropriate technology
• Resources (especially human resources).
As indicated above, one of the major challenges facing SMMEs is the lack of
sustainable markets for their products and services. They tend to produce and
offer services that do not have a ready market (Kroon, 1998:33).
Few entrepreneurs start with an original concept or plan to achieve a
sustainable competitive advantage through proprietary technology or a product.
2
These entrepreneurs tend to follow “the group”, hoping that whatever has
worked for the others will work for them as well. A major cause of this
constraint is that SMMEs do not give priority to marketing in their overall
business approach. Most of them do not probe and segment their markets,
analyze customer demand, know their competition or interpret trends, says
Nieman (2003:33).
Nieman (2003:10) also says that small businesses should usually set
themselves strategic objectives in relation to:
• Market targets
• Market development
• Market share
• Market position
As entrepreneurs, SMME’s should determine their competitive advantage by
finding out why clients prefer their products or services. To ensure a
competitive advantage, successful entrepreneurs ensure that they offer
something better and/or different to their competitors, that is positioning (Oates,
1990:38).
Successful entrepreneurs are market oriented. They know who their target
market is, what the target market’s requirements and needs are and how to
meet these profitably. Their products and services are developed to meet the
needs of the clients. Hence, they position the business in such a way as to
differentiate it from competitors to ensure profitability and a competitive
advantage (Kroon, 1998:18).
Therefore failure of the SMME is not directly linked to marketing, it can be due
to mismanagement of the business, but marketing is the underlying factor. Most
SMME fail due to lack of finance, which is directly linked to lack of customers
and/or markets. Thus the effective of segmentation and targeting of the market
as well as positioning and promotion of SMME is questioned (Pattern, 1985:
51).
3
This leads to the problem statement, which is:
Can market segmentation, targeting and positioning assist an Engineering SMME to position itself in the market place?
1.3 SUB-PROBLEMS
To assist in answering the problem statement, sub-problems have been
formulated.
The sub-problems are as follows:
• How do small businesses segment, target and position themselves?
• What is the best way to segment, target and position an Engineering SMME in a competitive market?
1.4 DEMARCATION OF RESEARCH
According to Leedy (2001:61), all irrelevancies to the problem must be firmly
ruled out in the statement of delimitation.
1.4.1 Managerial or Owner level
The study level will be limited to owners or managing members and managers
of the business.
1.4.2 Size of organisation
Organisations employing more than three but less than 200 employees with a
maximum of R10 000 000 annual turnover will be used. This delimitation is in
line with what the Department of Trade and Industries (DTI) defines an SMME..
Companies with turnover of more than R10 000 000 can argue that marketing
is not a necessity for them.
4
1.4.3 Geographical demarcation
The empirical component of this study will be limited to organisations lying
within the Eastern Cape region, which includes Port Elizabeth, Uitenhage and
East London.
1.4.4 Marketing
This research will be limited to the Engineering SMME marketing through
market segmentation, targeting and positioning of SMME and its products in
order to sustain and grow its customer base. The subject of this study will be
limited to market segmenting, targeting and positioning of small manufacturing
businesses.
1.4.5 Subject evaluation
The field of focus on the small businesses will be:
• Segmentation
• Targeting
• Positioning
1.4.6 Basis for the tool
The aim of the study is to evaluate the use of the theoretical best practice for
segmentation, targeting and positioning of the Engineering SMME in a
competitive market with what the owners or managers are doing.
1.5 DEFINITION OF CONCEPTS 1.5.1 Marketing
According to Kotler (2000: 3), marketing is typically seen as the task of
creating, promoting, and delivering goods and services to consumers and
5
businesses. In fact, marketing people are involved in marketing 10 types of
• Durability Durability is a measure of a product’s expected operating life under natural
or stressful conditions. This is valued attribute to certain products. An
example is the Volvo car manufacturer that claims that its cars have a long
lifespan. Similarly, the Duracell battery manufacturer claims that their
39
products have a long lifespan. Customers are most of the time willing to pay
more for such products (Kotler, 2003: 289)
• Reliability Reliability is a measure of the probability that a product will not malfunction
or fail within a specified time period. Buyers will normally pay a premium for
more reliable products. An example is a Mercedes-Benz, which will be more
reliable when compared to Daewoo as perceived by most customers
(Kotler, 2003: 289).
• Repairability Repairability is a measure of the probability of fixing a product that
malfunctions or fails. Ideal repairability refers to a situation where users
could fix the product themselves with little or no cost or time lost. This
situation is whereby a user can simply remove the defective part and
replace it with a new part (Kotler, 2003: 289).
• Style Style is a subjective measure, which describes how the product looks and
feels to the buyer. Car buyers are normally prepared to pay a premium for
products that are attractively styled. Some products are yawn producing
rather than eye-catching. Exceptional styling has the advantage of creating
product distinctiveness that makes it hard for competitors to copy.
Packaging is also a component of the style of consumer products (Kotler,
2003: 289).
• Reseller brands Marketing an own brand has the advantage of being able to establish a
label that ensures continuity at a specific quality level. An example is a
Woolworth that offers the consumer a fashionable assortment of
merchandise at a consistent value-for-money price. Pep Stores on the other
hand supplies the lower part of the market (Boshoff et al, 2002: 158).
• Product range The product range offered by the company is an important source of
differentiation. In retailing the company can offer a product range that is
basic and low in fashion content as is done by Pep Stores (Boshoff et al,
2002: 158).
40
3.2.1.2 Accompanying services differentiation When the physical product cannot easily be differentiated, the key to
competitive success may lie in adding valued services and improving their
quality. Those services that accompany a product can also be used to
differentiate the product offering (Buss and Day, 1995: 149). The major service
variables are described below:
• Delivery Delivery refers to how well a service or product is delivered to the customer. It
includes speed, accuracy and care attending the delivery process. An example
would be a guaranteed fast delivery service as a basis of differentiation for
bigger household appliances (Kotler, 2003: 289).
• Installation Installation refers to the work done to make a product operational in its planned
location. It includes all the activities that have to be undertaken to make a
product function. An example would be the assembly for a product that need to
be installed properly before it can function. This would present an opportunity
for differentiation (Buss and Day, 1995: 149).
• Customer training Customer training refers to the training of the customer or customers’
employees to use the firm’s equipment properly and efficiently. This type of
training can used as a differentiation mechanism for a company (Kotler, 2003:
289).
• Consulting service Customer consulting is advice, data, and information systems offered to buyers
of a product for free or at a low price. This consulting can be done prior or after
the buying of the product (Boshoff et al, 2002: 158).
• Maintenance and Repairs Maintenance and Repair refers to the quality and variety of maintenance and
repair services available to the buyers of the firm’s product. For motor vehicle
manufacturers and various other products manufacturers, maintenance and
repairs are offered as a part of the product guarantee (Kotler, 2003: 289).
41
3.2.1.3 Personnel differentiation Companies can gain a strong competitive advantage by carefully selecting and
training people to be more competent than the staff of the competitors. Most
well known firms invest a lot in their staff to ensure that they are customer-
orientated and courteous. Boshoff et al (2002: 158) state that according to
research, better-trained people exhibit the following six characteristics:
• Competence Competence is the possession of the required skill and knowledge by the
employee.
• Courtesy
Courtesy is when employees show friendliness, respect and consideration
when talking to customers.
• Credibility
Credibility is when employees are trustworthy to the company and
customers.
• Reliability
Reliability is when employees show consistency and accuracy in the
performance of the service they perform.
• Responsiveness
Responsiveness is when employees respond quickly to customer’s requests
and problems.
• Communication
This is when the employees make the effort to understand and
communicate clearly with the customer.
3.2.1.4 Image differentiation Buyers respond differently to company and brand images. Although buyers
might regard competing products and their accompanying services as similar,
they often perceive a difference between firms, products, brands or brand
images. Identity and image need to distinguishable from each other. Identity
comprises the ways that a company aims to identify or position itself or its
product. Image is the way the public perceives the company or its products.
Image is affected by many factors beyond the company’s control. Ideally an
42
image should fulfil various roles. In the first instances, it must convey a single
message in a distinctive way that establishes a brand’s major characteristic and
positioning. A good image sets a brand or a firm apart from competitors’
images. An image must further deliver emotional power that appeals to both the
heart and the mind of the buyer (Boshoff et al, 2002: 158).
All firms therefore need to identify their image’s strengths and weaknesses and
take action to improve these images because image represents to the
customer a composite picture of the firm. It is one of the most powerful tools in
attracting and satisfying customers/consumers. An image has to be actively
managed and adapted in the long run because markets and customers’
perceptions are not static, but change over time (Boshoff et al, 2002: 158).
Typical elements, media and occasions that a firm has at its disposal to
develop and build an image are the following:
• Symbols
Images can be amplified by strong symbols. When a firm or a brand has a
strong and well-known image, it is immediately recognised by the audience
or people exposed to it. Firms endeavour to design their company and
brand logos specifically for instant recognition (Kotler, 2003: 289).
• Written and audio/visual media
The chosen image must be worked into advertisements and media that
convey a storey, a mood, a claim or something distinctive. All
advertisements, promotions, publications, including websites, stationery and
the business cards of a firm must communicate the personality of the firm or
the brand (Buss and Day, 1995: 149).
• Events
The sponsoring of events can result in a very positive image for a firm. An
excellent example is Castle Lager that is well known for the sponsoring of
cricket and soccer in South Africa (Kotler, 2003: 289).
• Atmosphere
The physical space occupied by the company is another powerful image
generator. It includes the physical facilities in which a firm manufactures or
delivers its products or services. These physical facilities in which a product
is produced and consumed is known as the service space and includes
43
exterior attributes such as signage, parking and land-scaping as well as
interior attributes such as layout, décor, equipment and lightning (Kotler,
2003: 289).
3.3 POSITIONING
Differentiating the company’s product to such an extent that it will give
consumers more value than the products of competitors, forms the foundation
on which a firm can build its positioning. It is important to realise, however that
a product should not only be different, it should be different in a way that is
important to consumers (Boshoff et al, 2002: 155).
For the positioning of the company to be effective it must concentrate on the
consumer’s perceptions of the brand. The reason being that those perceptions
cover all aspects of the brand – physical, functional attributes, name,
packaging, price, advertising and psychological dimension to mention the few
(Randall, 2001:131).
3.3.1 Bases to position products Usually, however, firms are restricted in respect of the number of options
available to them for differentiating a product. Over time certain bases, such as
the following, have been favoured for positioning depending on the firm or
product’s differential/competitive advantage (Boshoff et al, 2002: 163).
• Attribute
A product is normally associated with an attribute or product feature. Windhoek
is positioned as the natural beer without any additives or preservatives. This for
example is a product attribute according to which the product is positioned in a
market, relative to its competitors.
• Benefit A consumer benefit is something a consumer gains as a result of a product
attribute or product feature. For example the hush puppies will keep your feet
dry in “driving rain, pounding hail and anything nature unleashes”.
44
• Price and quality
This positioning base can focus on high price as a signal of quality or
emphasise low price as an indication of value. Alfa Romeo and Michel Herbelin
watches are all positioned as expensive but high quality products.
• Use of application
Stressing the uses or the application can be an effective means of positioning a
product. Orange juice, for example is often positioned as a breakfast drink.
• Product user This positioning base focuses on a personality or type of user. For example
Sport and Surf is a retailer where the real surfer shops.
• Product class
The objective here is to position the product as being associated with a
particular category of products. An example is to position a margarine brand
relative to butter.
• Competitor Positioning against competitors is part of any positioning strategy. An example
is the Avis car rental, which has positioned itself against its competitors.
• Origin
Some firms want to be associated with a certain geographical region or origin.
An example is the Scotch whisky.
According to Smith (2003:38), when the company attempts to position itself
there are several questions that arise. Questions such as; what does the
market want? Then, what do target customers want? What is their ideal brand?
These questions provide answers that help to identify the ideal positioning. But
can the company fulfil the ideal positioning? Has it got the resources? Is it
capable of continually delivering a suitable marketing mix? For example, can
the company deliver an upmarket product? Can the company manufacture
high-quality products in the first place? To answer all these questions there is a
process that is normally followed by the company to position itself.
45
Once the base has been clearly established by the company, there is a process
that is normally followed to position a product. The process will be discussed in
a following section.
3.3.2 Process of positioning
According to Cant et al (2002: 191) there is a seven-step approach that can be
adopted when positioning a brand.
Step 1: Identify the relevant set of competitive brands It essential that the company identify all relevant competing brands in order to
make the positioning effort worthwhile. This will enables the company to identify
the strengths and weaknesses of its own against the competing brand. It also
helps the company to decide whether to reposition the brand to strengthen its
position in the market (Cant et al, 2002: 191). Step 2: Identify relevant determinant or differentiation variables Product positioning, in essence, has to do with competitive differentiation and
the effective communication of this to customers. There are variable that can
be used to differentiate a company or product. The most common different
dimensions are product, services, personnel and image. Each company must
decide which one of the differentiation variables should be used in developing a
position map. The company must select those variables that play a major role
in helping customers to differentiate among alternative brands in the market
(Kotler, 2000:286).
Step 3: Determine consumers’ perception The company must establish how the consumers perceive the various brands
in terms of the determinant variables selected in the previous step. This step
involves collection of the primary data from a sample of consumers using a
structured questionnaire. The data is then analysed, using a several statistical
techniques (Cant et al, 2002: 191).
46
Step 4: Analyse the intensity of a brand’s current position When a consumer is unaware of a brand, such a brand cannot occupy a
position in the mind of the consumer. Therefore brand awareness must first be
established. However, when a consumer is aware of a brand, the intensity of
awareness may vary. When there are more than 20 brands in the product
class, the awareness set for that product class might be as little as three or
fewer brands. This simply means that the company with a lesser-known brand
must increase the intensity of awareness by developing a strong relationship
between the brand and a limited number of variables. It is not advisable to
compete directly with dominant brands, instead the company must target a
market that is not dominated by strong brands (Cant et al, 2002: 191).
Step 5: Analyse the brand’s current position From the data collected from the consumers or customers about their
perceptions of the various brands in the market, the company can establish
how strongly a particular brand is associated with a variety of determinant
variables. These results are analysed or can be plotted on a positioning map
(Cant et al, 2002: 191).
Step 6: Determine customers’ most preferred combination of attributes To determine this, a survey is conducted by asking respondents to rate their
ideal product and existing products on a number of determinant variables.
These results are analysed or can be plotted on a positioning map (Cant et al,
2002: 191).
Step 7: Select positioning strategies For the company to decide where to position a new brand or where to
reposition an existing one depends on market targeting as well as the market
positioning analysis. The position chosen must reflect customer preferences
and the positions of competitive brands. The decision must also reflect the
expected future attractiveness of the target market and relative strengths and
weaknesses of competitors as well as the company’s own capabilities (Cant et
al, 2002: 191).
47
When the process of positioning has been followed to or the methods that will
be used need to be considered as well. These will now be addressed.
3.3.3 Positioning methods/strategies
There are seven distinguishable positioning methods (Cant et al, 2002: 191):
• Attribute positioning The firm can position itself in terms of one or more attributes or features.
Benson and Hedges has chosen to position its cigarettes in terms of lightness
and taste.
• Benefit positioning
This positioning method emphasises the unique benefits that the firm or
product offers its customers. Gillette Contour blades promise a closer shave.
• Use/application positioning
A firm can position itself or its products in terms of the product use or
application possibility. Graca wine is positioned as a wine to be enjoyed at all
kinds of fun occasions.
• User positioning The firm may position their products with their users in mind. Marketers of
bungee jumping can position their market offering to appeal to thrill-seekers.
• Competitor positioning
Some products can best be positioned against competitive offerings. BMW
finds it useful to position their cars directly against that of Mercedes-Benz.
• Product category positioning A firm can position itself in a product category not traditionally associated with
it, thereby expanding business opportunities. A museum may position itself as
a tourist attraction.
• Quality/price positioning
The firm may claim their product is of exceptional quality, or the lowest price.
Edgars might be known for high quality garments while Pep Stores is known for
unbeatable prices.
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3.3.4 Positioning errors
As companies increase the claims for their brand, they risk disbelief and a loss
of clear positioning. In general, a company must avoid four major positioning
errors (Kotler, 2000:300). These are briefly mentioned below:
• Under positioning Under positioning is when buyers have only a vague idea of the brand. They
see the brand as just another entry in the market place. Buyers cannot relate
the positioning method with the benefit they gain from the product .
• Over positioning Over positioning is when buyers have too narrow an image of the brand. That
means buyers may think diamond rings at Tiffany start at R5 000 when they
actually start at R1 000.
• Confused positioning With confused positioning, buyers have a confused image of the brand
resulting from the company’s making too many claims or changing the brand’s
positioning strategy. Therefore the company needs to confines the number of
strategies they use.
• Doubtful positioning
Doubtful positioning is when the buyers find it hard to believe the brand claims
in view of the product’s features, price, or manufacturer. What the company
claims about the product must be in line with the manufacturer capability, price
and the product attributes/features.
3.3.5 Communication of the company positioning strategy
Once the company has clearly established the positioning strategy that it will
adopt, that positioning must be effectively communicate to buyers/consumers.
How it is communicated will depend on the strategy adopted. For example,
quality is communicated by choosing those physical signs and cues that people
normally use to judge quality (Kotler, 2000:300).
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3.4 SUMMARY
In this chapter, the researcher emphasised how the company can differentiate
itself or its product offerings from that of competitors. Once the company has
identified its competitive advantage it then needs to position itself or its product
in the mind of the consumers or buyers.
In positioning the organisation, they firstly have to identify possible competitive
advantages upon which to build this position. To do this, the firm must offer
greater value to their chosen segments either through price, or quality.
Whatever businesses offer, they have to deliver. Once undertakings have
chosen their desired position in the market, they should take strong steps to
deliver and communicate that position to their target consumers. The entire
marketing program must then support their chosen positioning strategy.
In the next chapter the researcher outlines the empirical study. This includes a
discussion on the research design, methodology used and the construction of
the questionnaire.
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CHAPTER 4
THE EMPERICAL STUDY
4.1 INTRODUCTION
Our incomplete knowledge leads to unsolved problems that are awaiting
solutions. For us to address the holes in our knowledge and unsolved
problems, we need to ask relevant questions and then seek answers through
systematic research (Leedy, 2001:3).
The objective of this chapter is to survey:
• The format that small engineering companies follow to segment and target
their markets, and
• How they position themselves or products in the minds of the prospect
buyers.
The study was conducted among the owners and the managers of the small
engineering companies.
The information obtained in the empirical study may be applied to similar
manufacturing companies that supply on a large scale a customised product.
The aim of the chapter is to describe the research design, methodology,
questionnaire construction and design, and the measuring method. The chapter
is concluded with a pilot study.
4.2 RESEARCH DESIGN Leedy (2001:5) defines research as the systematic process of collecting and
analysing data to give a thorough understanding of the subject in which there is
interest. The research design forms a key element of the empirical study and
the total success of the study. Design process could be seen as the planning of
the research, the visualisation of the data and the problems experienced with
51
the use of such data in achieving the final outcome of the research project
(Leedy, 2001: 91).
The research design adopted was that of non-experimental research, which is
used in companies to establish the marketing principles applied. The empirical
study was an investigation into the methods, if any, used by companies to
appeal to customers.
The data was collected from the Nelson Mandela Metropolitan, which consists
of Port Elizabeth, Despatch and Uitenhage. The main objective of the study
was to establish if small engineering companies apply the principles of
segmenting and targeting of their markets as well as positioning concepts.
The study focussed on methods or systems followed by small engineering
companies to segregate or group the type of customers they like to sell to as
well as to how they distinguish themselves from the competitors. Personal
interview were conducted with respondents and questionnaire was the primary
data collection instrument used to explore if marketing concepts are used.
4.3 RESEARCH METHODOLOGY
The research method that was followed included a literature study and an
empirical study. These were employed to solve the main and sub-problems as
stated in chapter one. The following broad procedure was followed:
• Literature survey A literature survey was conducted to determine what the marketing gurus are
saying about the methods that companies normally follow to segment and
target the market as well as positioning of the companies. The objective of the
literature survey was to provide a theoretical framework of guidelines that can
serve as a basis for the evaluation of companies.
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• Literature overview
Guidelines for evaluation of companies were identified from the literature. The
literature study underlined the importance of segmenting and targeting of
markets and the positioning of the company or products.
• Empirical study
The researcher obtained the empirical data by means of personal interviews in
order to measure the extent to which the companies adhere to the theoretical
framework. A personal interview, in the form of a questionnaire, was drawn up
by the researcher and was conducted among owners and mangers of forty
firms. The reason for choosing the above-mentioned owners and managers
was because they are responsible for ensuring that the company gets
customers and prospers. Therefore they are the ones who know what attracts
customers to their company.
• Statistical analysis of data
The researcher used a computer programme, Microsoft Excel, to analyse the
results from the survey. Through the programme, all data for each
questionnaire was tabulated. The results of the questionnaire will be analysed
in chapter five.
• Integration of results
The empirical and the literature findings were integrated into a proposed
guideline for the small engineering companies and other companies supplying
customised products and who are striving to group their target markets and
distinguish themselves from their competitors.
• Conclusions and recommendations The results of the analysis and interpretation of the empirical study is discussed
in chapter five. Chapter six outlines the conclusions and recommendations.
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4.4 QUESTIONNAIRE CONSTRUCTION
The researcher used a structured questionnaire, which he personally
completed during each interview with managers and owners of small
engineering companies. The researcher found it necessary to identify the title
of the respondent, years of experience and qualification. This information
assisted the researcher to determine the influences and reactions on
statements posed to respondents.
Other information that the researcher found necessary to include was the age
of the business, the number of employees, turnover and the reason for starting
the business. This information assisted in identifying the differences that exist
amongst the companies in the way they operate.
A nominal-scale, ranging from two to five alternatives, was used to determine
the views of the respondents regarding the segmentation and targeting of
markets as well as positioning of companies or products. In some cases
nominal scale were mixed with ordinal-scale to establish how the respondents
felt about a specific point. Comments were also required to justify or explain
certain responses.
The questionnaire was subjected to detailed preliminary scrutiny before being
used to interview the respondents. Two owners and two managers of
engineering companies and the study leader scrutinised the questionnaires.
They found that the questionnaires were suitable for determining the objectives
of the research and that an analysis could be made from the information
requested from the respondents.
4.4.1 Design of the questionnaires The researcher used a format consisting of a combination of closed and open-
ended questions short and simple structured statements were used to
encourage responses. The respondent could choose one of the preferences
54
that suited his /her opinion and in some cases an explanation was needed to
expand the choice. The researcher grouped the questions for the managers
and owners into two specific sequences, namely segmenting and targeting of
markets, and positioning of companies or products. This sequence was
purposefully done to ensure that the managers and owners respond precisely
and completed to the questions. The respondents had to complete a
questionnaire consisting of fifty-four statements.
4.4.2 Administration of the questionnaires The researcher used the Eastern Cape Manufacturing Advisory Centre
(ECMAC) Database to obtain the contact details of the small engineering
companies. Engineering companies registered with ECMAC are one hundred.
Due to the time constraint involved with the interview method used by the
researcher, it was agreed, in consultation with the study leader to settle for forty
percent of the population. The forty companies were chosen randomly. These
forty companies were mostly located in Port Elizabeth and few in Uitenhage.
Most fortunately the companies were a combination of small and big as well as
new and old companies. The researcher telephoned the companies to make
appointments as well as outlining the objective of the interview.
In each meeting the researcher explained in detail the reason for the interview
and the importance of the response by the interviewee. To avoid interference
with the response or any influence that would pre-empt responses, the
researcher adhered strictly to the prepared questionnaire and minimal
expansion/explanation were provided. After completion of the questionnaires
the data was recorded and tabulated on the computer programme, Microsoft
Excel.
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4.4.3 Measuring instrument
The researcher has developed a comprehensive questionnaire for this research
project to evaluate if small engineering companies segment and target markets
as well as apply positioning concepts. The following areas were covered:
• The influence of the respondent on the application of the above mentioned
concepts;
• The influence of the firm on the application of this concepts;
• The application of the segmenting and targeting of markets;
• The application of the positioning concepts; and the
• The role of the customer relationships.
The researcher then analysed the data according to segmenting and targeting
concepts, and the positioning of companies or products concepts.
4.4.4 Identification of respondents
The researcher targeted the managers or owners running the company. The
decision to target the manager or owners of the companies was based on the
assumption that they were the people with the authority as well as the
knowledge of the company’s environments and performance.
Due to the interview format that was used, the researcher had to document the
name and the title of the respondent. The intention was ensure that the
researcher is able to give feedback to the respective companies that are
interested in the outcome of the study. No pressure or force was used on the
respondent to take part in the empirical study. The companies had a choice to
agree or not to agree to take part in the study.
4.4.5 Pilot study
The aim of the pilot study was to ensure that all questions were understood to
all parties involved and that they were relevant to the research programme. A
56
pilot study ensures clear and unambiguous questions (Calitz, 2001:76). This is
done through administering the questionnaire to a small sample of subjects
drawn from the same group as those that will be administered for the final
version (Gofton & Ness, 1997:110).
Four companies were pilot tested. Two involved interviewing owners and two
surveying managers. After the pilot study the questionnaire was adjusted and
the final questionnaires were prepared and printed.
4.4.6 Validity and reliability The integrity of the research depends on the validity and reliability of the study,
as stated by Leedy (2001:31). Leedy describes the two concepts as follows:
• Validity
Validity measures the extent to which the instrument measures what it is
supposed to measure. There are various types of validity methods used.
Examples are:
- Face validity: This relies on the subjective judgement of the
researcher and refers to whether the statements are appropriate.
- Criterion validity: Validity is determined by relating performance
on one measure to performance on another measure, set as
standard against which to measure the results.
- Content validity: The accuracy with which the instrument
measures the factors in research.
- Internal validity: This validity can be seen freedom from bias in
formulating conclusions, based on the data received.
- External validity: This validity is the degree in generalising the
conclusions reached in research.
• Reliability
Reliability is the consistency with which a measuring instrument yields certain
results when the entity being measured has not changed (Leedy, 2001:31).
57
The researcher (to evaluate the small engineering companies) used
segmentation, targeting and positioning concepts as mentioned earlier, the
questionnaire was drafted from the literature review. For that reason the
researcher believes that the results from this analysis are consistent and
therefore the measuring techniques is reliable.
4.5 SUMMARY
In this chapter the researcher explained the research methodology used. That
includes the construction of the questionnaires, the administration of
questionnaires, the measuring method and the pilot study. The purpose of the
questionnaire was to establish if small engineering companies apply
segmenting, targeting and positioning concepts in their operations.
In the next chapter, detailed analyses of the responses are made and the
findings are tabulated.
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CHAPTER 5
ANALYSIS AND INTERPRETATION OF THE EMPERICAL STUDY 5.1 INTRODUCTION In chapter four the researcher discussed the research methodology, design, the
construction of the questionnaire and concluded with the pilot study.
The aim of this chapter is to analyse and interpret the results of the survey. The
median, average and percentage of the responses were calculated.
The outcome of each statement, as presented to the respondents, is presented
and is followed by an interpretation relating to the theoretical framework
outlined in chapters two and three.
5.2 RESPONSE RATE Forty companies were chosen at random from the Eastern Cape Manufacturing
Advisory Centre (ECMAC) database of the engineering companies for the
interview. Appointments were made by the researcher to meet with the person
running the company. The researcher made appointments by phoning the
company and explaining the purpose of the meeting.
A total of twenty-four companies agreed and honoured the appointment. All
twenty-four companies were successfully interviewed. This represents a
response rate of sixty percent (60%).
5.3 ANALYSIS OF THE RESULTS The researcher first discussed the person in authority’s background (includes
title of the person in authority and their qualification), the firm’s background (the
age of the encompassing business, number of employees, annual turnover and
59
reasons for starting a business). The concepts application (includes
segmenting and targeting of markets as well as positioning of companies and
products) was also discussed.
5.3.1 The background of the person in authority The aim of statement one is to analyse the respondents’ authority in the
running of the company. Diagram 5.1 summarises the respondent’s title of
ANNEXTURE A SECTION A BIOGRAPHICAL INFORMATION 1. Name of business: _ 2. Name of respondent: _ 3. Address of business: __ 4. Title of respondent: (tick √) Owner Manager Both 5. If manager, name of owner: _ 6. Number of years of experience (tick √): 0-5 6-10 11> 7. Age of business (tick √): 0-5 6-10 11> 8. Qualification (tick √): Matric Diploma Degree Other 9. No of employees (tick √): 0-5 6-10 10+ 10. Annual turnover in millions (tick √): R0,5 –R1 R2-R3 R4-R7 11. Reason for starting the business (tick √): Identified an opportunity in the market Family business Have the skill (tradesman) Access to equipment Self employment Outsource Other
1
12. How the business started (tick √): (What approach did you take to start your business?) Start from scratch Bought an existing business Joint venture SECTION B SEGMENTATION AND TARGETING: 1. Your main customers: 1.1How do you pick/select your customers? (tick √) No rule What they supply (product/service) Market research Other 1.2What criteria do you apply? (tick √) Product/service Location Size of the company Nothing Other 1.3Do you quantify how many potential customers exist in the nearby area? (tick √) Yes No 2. On what basis do you group or segment your market? (tick √) Location that is local or regional etc (Geographic)
Demographic (income level/end) Factors that influence your customers' purchasing decision (Psychographic)
Brand, loyalty, cost, frequency of use (Behavioristic)
3.1 Do you try to establish if the segment you select will be sustainable? (tick √) Yes No 3.2 If yes: How do you establish sustainability? _ _
2
4. Services or product: 4.1 What do your customers buy? (tick √) Product Service Both 4.2 Which product do you supply? (tick √) Customized General (off shelf) Other 4.3 Which service do you provide? (tick √) Customized General (off shelf) Other 5. What determines which products or services you provide? (tick √) Market needs Customer request Competitor Combination Other 6. Do you ever contact a customer to establish if they need new or modified products? (tick √) Yes No 7. Do you tend to: 7.1 Supply the same product/service to your customers? (tick √) Yes No 7.2 Supply new products? (tick √) Yes No 8. Do you specialize in a specific field of product offerings? (tick √) Yes No 8.1 If yes, in which field? (tick √)
9. Is your company dependent on one or limited customers? (tick) Yes No 10. Do most of your sales come from one product? (tick) Yes No SECTION C POSITIONING: 1. Do you feel that you have a competitive advantage? (tick) Yes No 1.2 In what way do you feel you are different to your competitors? _ _ 1.3 Do you specifically regard any of the following items as a competitive advantage? Rank in order of importance? (tick) Items Essential Important Somewhat
important Not important
Price Quality Product attributes
Service Other 1.4 Is the item you selected in 1.3 consistence with what the customer want? (tick) Yes No 1.5 Is your competitive advantage cost effective? (tick) Yes No Comment, how _ 1.6 Is your competitive advantage sustainable? (tick) Yes No Comment, how _
4
1.7 Is your competitive advantage profitable? (tick) Yes No 2. Is your product differentiated from that of your competitors? (tick) Yes No Comment, how _ 3 Rank the order of importance of the following criteria to your target market? (tick) Criteria Essential Important Somewhat
important Not important
Price Quality Brand name Packaging After sales service Location Payment terms Other 4 Competitors: 4.1 Do you have direct competitors? (tick) Yes No Comment, how you identify them _ _ 4.2 Do you have indirect competitors? Yes No Comment, how you identify them _ _ 5. Competitor strength and weaknesses: 5.1 What do you regard as your competitors’ core two: (tick) Strength Weakness Finance Expertise Customer base Recognition Technology Other
5
5.2 Rank the best two strength selected in 5.1: (tick) Important Not
important Finance Expertise Customer base Recognition Technology Other Comment how, _ _ 6. Your company strength and weakness: 6.1 What do you regard as your companies’ core two: (tick) Strength Weakness Finance Expertise Customer base Recognition Technology Other 6.2 Rank the best two strength selected in 6.1: (tick) Important Not
important Finance Expertise Customer base Recognition Technology Other Comment how, _ _ 7. Is customer relationship important to your business? Yes No Comment how, _ _ Thanks for your time and cooperation 6