Ch. 7 Business Marketing

Martha Stewart has established a business relationship with many we'll know retail companies such as Home Depot, Macy's, and JC Penny's. This Strategic Alliance allows Martha Stewart the brand expand and connect with consumers from different Target Markets. Home Depot consumer generally caters to a home improvement consumer, building contractors, and home owners. Home Depot also has an extensive gardening consumer market, an area Martha Stewart is an expert in. Lighting fixtures and the Martha Stewart indoor painting products allows the Home Depot consumer to connect with the MS brand on another level.

Facebook, Twitter, and Pintrest  are just a few online business relationships Martha Stewart uses in order to stay on top of the Business to Business trend needed to stay connect with online shoppers, bloggers, and the internet market. A strong Relationship Commitment is important because it builds a level of Trust and Expansion needed to grow a brand. Although Business to Business is essential to expand a brand, Martha Stewart lost business due to the relationship between similar domestic retails stores like JC Penny and Macy's store . Price & Place can affect business relationships and business will be compromised because of they're competitors.

A high Demand for a product is the number one goal for a marketing team. The brand should be a noticeable by color, logo, or image.A well known logo leads consumers over to the product with the recognizable brand. Relationship marketing needs to be established with manufactures as well as retail chains. How one manufactures their products is important and product safety and durability will help the consumer to choose the product they can trust.

Once Home Depot and Macy's develop a contract with a brand like Martha Stewart, they fill the role as the consumer. Home Depot will buy the products they've agreed to sell in their stores. A brand with a strong following can boost consumer traffic and will increase financial gain. Today a bad reputation and can spread like wild fire, information can travel to the worlds most remote places, especially through the World Wide Web. An Evaluative Criteria is a tool Businesses use in order to evaluate a product. In this case the Business to Business relationship in this case is IBM who creates the Evaluation System for Home Depot.

Quality, Service, Price, are important factors to evaluate, for the Martha Stewart brand the Kiosk System JC Penny are scheduled to implement will allow the consumer to fill out a survey and rate the products, quality, quantity, and over all experience shopping for Martha Stewart Product at JC Penny.


Martha Stewart Omni Media empire  is a corporation that will continue to thrive and increase value with the extensive marketing and advertising campaigns surrounding the brand. A Global Empire is on the rise.

CH. 8 Segmenting and Targeting Markets

                                                Martha Stewart & Thailand Target Segment 

                             A great dinner in Bangkok

                                  http://www.themarthablog.com/2010/01/a-great-dinner-in-bangkok.html

Market Segments is defined as "a subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs" according to the MKTG Text Book. This marketing procedure is an important step in the marketing process because it supplies the organization with specific information about the people, places, personalities, and the pay checks they use to purchase products and services, this is some of the Demographic Segmentation that companies use to connect with consumers. What are they purchasing? Where are they purchasing? Who's is making the purchase, and Why? Organizations can compile this information and cater to the public with specific marketing campaigns targeting their needs.

Segment "Families "

Segments are based on Geography, Age, Sex, Ethnicity, Culture, Religion and many others characteristics. Many characteristics are combined and considered in order to tailor a product or service to a specific group in a particular area of the world. Martha Stewart most recently began to distribute her magazine to countries like Thailand, "A Land of a thousand Smiles" . The magazine offers many articles on Gardening, Home Decorating,   Cooking, and Entertaining, that should include Martha Stewart's original creative innovations while adding Thailand's customs, food, and characteristics in order to produce a segment that will work and expand.

Warm Weather & Beaches year round

There are almost 70 million people in Thailand, Family is central to the Thai life.  Martha Stewart's products are directed to homes, family, and celebrating everyday life with the people that are important in their lives. The country has a northern mountainous region and a southern tropical beach coast line. Martha Stewart incorporates many American traditions and holiday traditions and foods with a combination of ingredients and foods typically served in Thailand. When marketing a product or service in a country like Thailand the Geographic Segment is important and critical in order to connect the products or service to the Temperature, Terrain, and  Climate. Thailand is accustom to have 85 degree weather year round, warm and cozy concepts can be over whelming and will stick out in a country that's hot and humid.

                                                       Buddhist Monks sitting in Prayer 


 The majority of the people in Thailand are spiritual Buddhist. The segment is one of the most important and sensitive segments a marketing manager will have to incorporate when marketing a product or service. For Martha Stewart her Christmas, Easter, and Religious magazine issues can offend or insult the people of Thailand or non Christian Catholic countries.

When marketing to a group with specific demographics, marketing managers are required to research extensively if they plan on expanding their brand and attracting new consumers in a domestic or global market.