Tesco's Internet Marketing Strategies
Added on 2020-06-06
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INTERNET MARKETINGIN BUSINESS
Table of ContentsINTRODUCTION ...............................................................................................................................3TASK 1 ................................................................................................................................................3P 1 Describe the role internet marketing has within a modern marketing context..........................3P 2 Describe how selected organisations use internet marketing....................................................4TASK 2 ................................................................................................................................................5P 3 Explain the benefits to customers of a business using internet marketing................................5TASK 3 ................................................................................................................................................6P 4 Describe the benefits and opportunities to the business of using internet marketing within the marketing mix of a Tesco ..........................................................................................................6P 5 Explain how internet marketing has made a selected business more efficient, effective and successful.........................................................................................................................................7P 6. Explain the challenges of globalisation facing a selected business when using the internet as a marketing tool...........................................................................................................................8TASK 4 ................................................................................................................................................9D 1 Evaluate the effectiveness of internet marketing in meeting customer needs for Tesco..........9CONCLUSION ...................................................................................................................................9REFERENCES ..................................................................................................................................10
INTRODUCTION Internet marketing is sometimes treated as a separate type of marketing but, in this unit,learners will find that the underpinning marketing principles remain the same and are enhancedand supported by new technologies. The nature of technological development is such thatinformation and communications technology (ICT) can seem to move faster than the market itself,so products and technologies are out of date almost as soon as they reach the mainstream customer(Bianchi and Mathews, 2016). In this report learners will be introduced to the main areas ofmarketing that have been affected by the internet. They will look at how the promotional aspects have been transformed, how productdevelopment has been speeded up and even how new products have resulted from the existence ofthe internet itself. They will also learn how information can be used to enable a better matchbetween the customer and the product (Valaei and et.al., 2016). TASK 1 P 1 Describe the role internet marketing has within a modern marketing contextThe basic definition of marketing is the process of finding out what customers and thecontinuous goal of meeting their requirements. A new kind of marketing has become vital for thesales results of a company is e-marketing, or internet marketing. The scope of e-marketing is verybroad and by this way of marketing a business can reach more potential customers (Mathews andet.al., 2016). A few examples of the developments of internet marketing and or advantages are:The collection of marketing research information can easily be undertaken through internetsurveys.New methods of promotion are available, like having links from other sites and banneradvertising.Explanation of the marketing mix (7 Ps) and how internet marketing integrates in thedifferent tactics.The seven Ps of the marketing mix are used by businesses to create a tactical mix designedto achieve the business’ goals and objectives. The classic marketing mix consist of only four Ps,while the extended, modern one included seven (Gregory, Ngo and Karavdic., 2017). The seven Ps are:-Product:- The ‘product’ aspect of the marketing mix is, not surprisingly, about the productitself. In modern marketing this function considers the features of a product offered to a market.Internet marketing integrates in this aspect with the advantages that internet has. More dynamicpictures or 3D models of the product makes that people can ‘touch’ the product more than in a TV
commercial (Mathews and et.al., 201).Price:-Normal price strategies are e.g. penetration pricing, destruction pricing anddiscrimination pricing. The use of internet introduces a whole new tactic: dynamic pricing (orfluid pricing). This means that customers can gain cost savings by making use of the internet’sability to alter pricing in real time to reflect the market conditions (Ismail and et.al., 2017).Place:-The place where the product is sold has always been a very difficult decision. Theproduct, price and even the promotion of it can be superb, if the selling place is not right, peoplewon’t buy the product. Internet has several advantages in this area because the internet isaccessible everywhere nowadays (Bianchi and Mathews., 2016). Promotion:-The promotion of a product is the way of bringing the product to the attentionof potential customers. Most common ways are/were mass media like the newspaper andtelevision. This kind of promotion is a so called ‘push’ method. All communications push massmarketing messages out from a business, in one direction, the internet is a pull medium (Ismailand et.al., 2017). People:-People are a key factor in selling a product. Some shops have nicer personnel thanothers, and it often plays a role in your decision to buy your product (there) or not. The messageson the inter are always ‘personal’, they come in a one-on-one way of communicating (Gregory,Ngo and Karavdic, 2017).Process:-Processes are quite important too. You have to ‘invite’ or ‘encourage’ yourcustomers to buy the product by making it easy for them to do so. The internet has a big advantagewith that already, because people can buy products from home instead of having the need to go toa store.Physical evidence:- Like I already explained in an earlier section, internet marketing haslots of advantages and benefits for airline company Easy Jet. Concluded, Easy Jet can now reach awider market, targeting and segmentation has been improved and they often have no need of usingintermediaries, which saves money. The internet extends all possibilities of promoting because it isdigital and always up to date. Internet marketing is nowadays a medium that cannot be missed. P 2 Describe how selected organisations use internet marketingThe Internet provides the most cost-effective distribution channel, Easy Jet's hasaggressively pursued its strategy of encouraging passengers to book their seats online.Here are some examples of the ways in which Easy Jet's encourages people to book via theInternet (Bagautdinova, Belikov and Murtazin., 2016).Easy Jet's first pioneered the concept of offering a discount to Internet customers, aninitiative that has been widely copied by competitors. Any Easy Jet's promotions are
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