Internet Marketing and Asda's Strategies
Added on 2020-06-05
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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 selected business..............................................................................................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 your selectedbusiness............................................................................................................................................9CONCLUSION .................................................................................................................................10REFERENCE ....................................................................................................................................11
INTRODUCTION Internet marketing can help businesses to acquire new customers, than only keep existingones. When the company using internet marketing for their businesses can build up a relation withtheir customers and suppliers (Peppers, Rogers, 2013). Internet marketing is beneficial for marketers as it is highly cost efficient and helpsmarketers to achieve their marketing objectives by targeting their consumer segment. Internetmarketing, therefore, is about the using the internet in achieving marketing success rather thanbeing about the technology itself. As customers demand more from digital technologies, thetechnologists themselves are integrating functions and making it easier for more customers to takepart (Chaston, and Mangles., 2013). TASK 1 P 1 Describe the role internet marketing has within a modern marketing contextThe role of internet marketing is to make profit for the business and to increase the marketcoverage. By using the internet it introduces and aids the products and services to the internet. Italso helps in marketing a product and helps to reshape or alter what businesses can do. Businessesthat aim to make a profit intend to market their products through the internet, such as Asda as its avery successful and effective way of increasing a businesses income, awareness and the number ofcustomers they receive (Mirchandani and Motwani., 2011). When using internet marketing it isimportant to consider the marketing mix as this will really help to make the marketing strategieseffective. The marketing mix is made out of 4 P's: Product, Price, Promotion and Place and it helps toachieve the businesses marketing objectives and aimsThe first P in the marketing mix is product which takes into consideration what theproduct/service is, who its aimed at, what does the product/service do and what should it do. The next P is price which looks at what price customers will pay for a specificproduct/service, what price will attract specific customers, what price will create the best image forthe product/service and what will attract the change in price. There are different pricing strategiesthat can be used to appropriately price a product or service;Penetration pricing is when a product orservice gets set a price to gain market foothold (Chong., 2014.).Destruction pricing is when a product or service gets a price set to drive other competitorsout of the market, usually by pricing is cheaper.Competitor pricing is when a product or service is priced based on their competition,Skimming is when a product or service is set at a high price because it is a unique product or service
(Tornatzky and Klein, 2012).The third P is place which focuses on the location to buy the product or service. It includeslooking at distribution and merchandising as this is important when locating a product or service.Businesses that work in between manufacture and retailers are called intermediaries. Lastly, the final P is promotion which is where businesses try to bring products or services tothe attention of the customers by doing promotional things such as offers, deals etc.In the modern marketing world and the modern economy, they sell more services. Therefore,the extended marketing mix was introduced which includes 3 more P's: People, Processes andPhysical evidence (Tornatzky and Fleischer., 2010). The people side of this mix is at the centre of the service delivery. Processes look at theactivities and processes that customers take part in during a service. For example, banks haveattractive waiting rooms, they would look at how long do customers have to wait and do they haveforms in the waiting rooms (Ahn, Kim, Han, 2013). As the internet is changing and expanding over time, Asda need to ensure that they keep upwith the changes in order to be different from their competitors and not fall behind. By doing this itwill reach their audience in the most effective way. This can happen in a few different ways:Marketpenetration is when a business increases the market share by offering better services.Market development is when a business enters a new market or increases the market share (Olsenand Johnson., 2013).P 2 Describe how selected organisations use internet marketingInternet marketing Using by Asda's Asda's use social media to advertise their business, one of the main sites they use is Twitter.This is because it is extremely popular and people can tweet Asda to praise them or tell them anyproblems they have had. A benefit of using Twitter is that if a customer praises them, they canretweet the tweet and everyone that follows Asda will be able to see that praise on their pagehowever, if it is a negative tweet it will still be on the responders page however it will not show onTwitters official page (Peppers, Rogers., 2013).The Asda IPhone app allows customers to quickly purchase products and services throughtheir phone which is an effective and efficient way of shopping. Not all supermarkets have thistherefore Asda's stand out from some of their competitors. However, other supermarkets such asM&S and Sainsbury's have connecting apps which are called 'Sainsbury's SmartShop' 'Cook WithM&S' or 'Sainsbury's Magazine' which are all apps that offer slightly different things to make themunique and distinctive as the supermarket market is extremely competitive (Chong, 2014). Theyalso offer an IPad edition which offers a wider variety for people if they do not have an IPhone as
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