Marketing Essay Example | Topics and Well Written Essays - 2250 words - 3

Marketing - Essay ExampleThe Star Furniture group has been able to pay an international presence with success, operating in countries such as Taiwan. The Star Living centre is a retailer of the products manufactured by Star Furniture (Star Living, 2011). The Star Furniture group has created a grotesque shopping mall by making the Star Living nitty-gritty because of the one-stop furniture that it provides and the range of brands that it houses. The mall not only specializes in furniture but also provides related services such as furnishing. The clientele of the Mall is primarily based in Singapore. There are four main branches of the Mall in Singapore, selling furniture ranging from that of living room and dining room to bedroom furniture. Moreover the Mall also showcases the four main retail brands of the Star Corporate Group including Mondi Lifestyle, Star Furniture and dit Tradition (Get Singapore, 2011). Lucano is regarded as the high-end collection of the Star Furniture and has been able to tack together itself as a quaint brand in the country. The production of the Star Furniture is such that new products are brought in the merchandise every four months. This helps to keep the brands fresh and up-to-date. Besides the four main brands that the Mall features, it also offers a store-in-store boutique that houses a number of brands specialising in the mattresses and beddings. This boutique, known as BEDz Store, along with the other brands featured, offers the customers a consummate and comprehensive shopping practice (Star Living, 2011). The draw a bead on market of the Mall is mostly Singaporeans. The myriad of brands that the Mall displays caters to a large segment of the population due to the fact that the products displayed take for different price ranges. This makes the products affordable for the lesser income group. The customers can choose the products that meet their budgets and lifestyles (Get Singapore, 2011). The four brands that the Mal l has cater to the four individual market segments that the brands have created in the years since their launch. Moreover the Mall promotes the brand image that the products are both stylish and functional. The target market of the Star Furniture group is the mass market of Singapore and Taiwan (Star Living, 2011). Question 1 (b) The Brand Asset Valuator (BAV) influence is an important means of investigating the acme of a brand. The model was developed by Young & Rubicam in order to analyze the value of a brand by looking into the strengths and weaknesses of the brand. The model helps to measure both the stature of the brand as well as its durability. The be principle in the model is that these two components are able to draft an image of the brand fair play while identifying problems and providing solutions (Iane, King & Russell, 2008). The model assumes that the brands are composed of a go alongion of four main consumer trends differentiation, relevance, enjoy and experienc e. Differentiation and relevance combine together to give rise to brand strength whereas esteem and knowledge are representative of the brand stature. Therefore the model helps to compare brand strength with its stature. The brand stature shows the current strength of the brand on the other hand, brand strength shows the capacity of the brand to progress and grow. When analyzing the Star Living Mall, by the Star Furniture group, one has to take into consideration these four factors to establish brand equity.