Introduction to Marketing - Desklib

Introduction to Marketing
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Table of content
Table of Contents
Introduction......................................................................................................................................3
Marketing and 7 Ps..........................................................................................................................3
Explain the concept of Marketing...............................................................................................3
Define extended Marketing mix in aspect of the organisation...................................................3
Marketing and Competitiveness......................................................................................................4
SWOT Analysis..........................................................................................................................4
Ansoff's Growth Matrix...................................................................................................................5
Description of Ansoff's growth matrix........................................................................................5
Ansoff's matrix to analyse growth strategies at the organisation................................................5
Digital Marketing ............................................................................................................................6
Use of digital marketing to improve performance and growth...................................................6
Conclusion ......................................................................................................................................7
REFERENCES................................................................................................................................8
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Introduction
The report will discuss upon the concept of marketing. Marketing is a broad concept that
comprises of activities like exchange of commodities, services as well as money in order to
provide maximum value to their customers. Marketing focuses upon the satisfaction of needs and
wants as well as upon building the long term goals (Dwivedi And et.al., 2020).
The report revolves around the marketing concept of Tesco. Tesco is a UK based retail
sector organisation that was founded by Jack Cohen in the year 1919. The organisation deals in
various grocery as well as general products.
Marketing and 7 Ps
Explain the concept of Marketing.
Marketing is referred to the concept where in an organisation promotes selling and
promotion of products and services in the market. Marketing comprises of various actions that
are undertaken by an organisation to attract customers in order to maintain strong relationships
with the customers or the clients (Fahy and Jobber, 2019).
Define extended Marketing mix in aspect of the organisation.
The marketing mix comprises of 7 elements namely product, price, place, promotion,
people, physical evidence and process. The marketing mix in essence of Tesco have been
discussed below.
1. Product- Tesco deals in a wide variety of goods such as grocery items as well as general
products like apparels, cosmetics, stationery products, etc. The organisation focuses upon
fulfilling the needs and requirements of every minute requirement of the consumer.
2. Price- The pricing strategy adopted by Tesco is Cost leadership. Due to this, the
organisation keeps the focuses upon keeping the price of the products low without
compromising with the quality. Also, Tesco enjoys economies of scale and focuses upon
building efficient supply chain.
3. Place- Place is referred to the channel of distribution used by the organisation. Tesco
uses both online as well as offline channels in order to circulate their products in the
market. The organisation has established over 7000 stores along with the online platform
through its websites.
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