Marketing: Principles of marketing management

Running Head: MARKETING
0
Marketing
Principles of marketing management
(Student details :)
7/4/2019

Marketing
1
Contents
Introduction................................................................................................................................2
Answer 1....................................................................................................................................2
Answer 2....................................................................................................................................4
Answer 3....................................................................................................................................5
Conclusion..................................................................................................................................7
References..................................................................................................................................8

Marketing
2
Introduction
In the article written by (Mitchell, 2019), the author has focused on Kmart’s sudden fall
recently. The discussion on Kmart has raised a question whether a room in the $15 billion
discount departmental store of Kmart exists for the 3 major chains. The three chains about
which the article is, include Target, Kmart and Big W. In this context, a relationship among
the sales of the three has been demonstrated and analysed (Mitchell, 2019).
In addition to that, this review paper will critically review the article written by (Mitchell,
2019) from the perspective of marketing management. Here, the comparison of the marketing
mixes for above mentioned three retailers will be done. Moreover, a detailed discussion of
how each retailer company creates a unique position within the retail market will be carried
out. Besides, the way in which Kmart, Target as well as Big W generate value for their
consumers will be discussed in this article review. Apart from this, the process how Target,
Kmart, and Big W utilize socially responsible product decisions for effectively creating and
capturing customer value will be demonstrated while providing evidence in order to justify
provided processes for all the three retailers (Hill, 2008).
Q.1 Compare and contrast the marketing mixes for these three retailers and discuss
how each creates a unique position in the retail market.
Answer 1
In this context, the three retailers Target, Big W and Kmart are having different marketing
mixes. Besides, the three retailers own unique position within the global retail market. Here,
K Mart is having a marketing mix which analyses the company with the help of 4 Ps include
price, product, place, and promotion (Cateora et al., 2011). Hence, the marketing mix of the
Kmart will be helpful in explaining the Kmart’s marketing strategy. Based on an article
written by (Mitchell, 2019), the marketing mix of the Kmart is as follows:
Product:
The Kmart is a huge retailer firm headquartered at Illinois, US and established in the year
1899. The company sells a lot of products under their marketing-mix product portfolio
including toys, jewellery, apparel, pet supplies, office supplies, health and beauty products,
home décor, OTC medicines, hardware, electronics, sports equipment. In addition to that, in