Starting and Running an Organization

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This assignment delves into the process of establishing and running an organization. It outlines essential steps involved in launching a venture, emphasizing crucial areas such as marketing strategies, operational planning, and legal frameworks. The document provides insights into various aspects of business development, equipping readers with foundational knowledge for successful entrepreneurial endeavors.

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MARKETING

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Table of Contents
INTRODUCTION....................................................................................................................................................3
TASK 1 ....................................................................................................................................................................3
P1 Techniques of marketing. .............................................................................................................................3
P2 Limitation and constraints of marketing-......................................................................................................4
M1 Similarities and differences between uses of marketing techniques-...........................................................5
D1 Effectiveness of marketing techniques used by Primax-..............................................................................5
TASK 2.....................................................................................................................................................................6
P3 Use of marketing research by Tesco..............................................................................................................6
P4 Use of information collected by Tesco-........................................................................................................6
M2 The limitations of marketing research methods in marketing plans-...........................................................7
D2 Suggestions for improving marketing research used in marketing plans-....................................................7
TASK 3.....................................................................................................................................................................8
P5 Targeting customers for selected products....................................................................................................8
TASK 4.....................................................................................................................................................................8
P6 Marketing mix for a new product..................................................................................................................8
M3 Marketing mix in targeting customers-........................................................................................................9
CONCLUSION........................................................................................................................................................9
REFERENCES.......................................................................................................................................................10
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INTRODUCTION
Marketing is an important function in all businesses and organisations to achieve
success in the global economy. It is the science of meeting the requirements of customers by
facilitating valuable goods to them by using their expertise to obtain the objectives
(Bhattacharya, 2010). The present report is based on the company Primark and Tesco as
private and public company respectively, both are UK based companies dealing in retail
market. Primark is an international company which is subsidiary of Associated British Foods
that offers a variety of products such as clothing of newborn and children, women and men
wears, home wares, foot wears etc. at the low cost below average prices whereas Tesco is a
British multinational grocery and general market retailer. It is the third largest retailer in
world measured by profit and ninth largest retailer by revenues.
TASK 1
P1 Techniques of marketing.
Growth strategy- Primark uses low pricing strategy to support growth. Its value
proposition has been to demolish required value retail pricing by adopting a lower gross
margin, in order to gain market share.
Tesco strategy towards growth is to use private brands inn an excellence way to
strengthen the retailer,s competitive advantage which helps in growing retailing services in all
the markets (Brown and Cave, 2010). It provides sustainability and responsibility to local
communities to develop highly valued brands that supports in retaining loyalty of customers.
Survival strategy- To survive in market Primax uses pricing strategy to satisfy the
needs of the product that will help in achieving competitive advantages because people are
trying to cut down extra cost to save money rather than spending.
The strategies used by Tesco helps to grow business with full of opportunities by
developing a plan that is modern, innovative and full of ideas. The vision, mission statement
and goals are interrelated such as once objective is determined, functional areas within a
business then devise department-based strategies to ensure goals are achieved. The vision
drives the business and the values are embedded throughout the strategic planning process.
Brand strategy- It's easy to create foundation for all other components to build on.
Brand definition serves as measuring stick in evaluating marketing strategies. Primark has an
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extensive brand portfolio that usually refers to company's set of brands and/or products. The
logic behind having a portfolio of brands rather than a single brand is possible diversification
and risk minimization. The objective of branding is to delivers message clearly,Confirms
credibility to Motivates buyer to ensure Loyalty.
Tesco uses a commendable marketing strategy that is co-branding program (Clayson
and Haley, 2013). At the same time, it has also introduced a large number of own products,
and compared with those brands, its own brand earned a lot of costs of publicity, and
packaging is simple, hence, it has a comparative advantage in price.
Relationship strategy- Primark has to have a good relationship with their suppliers to
ensure consistent quality, service, deliveries on time, and other inward and outward logistics.
This strategy helps Tesco to develop segmentation techniques to used communicate
with customers to fulfil their needs by ensuring high standard customer service.
P2 Limitation and constraints of marketing-
Sales of goods act, 1979-
It enforces a strict set of rules that retailers and sellers must abide by. When an
individual buys goods they enter into a contract with the seller of these goods means these
goods must be as describes, of satisfactory quality and fit for purpose.
The Consumer Protection from Unfair Trading Regulations 2008-
It control unfair practices used by traders when dealing with consumers, and create
criminal offenses for traders that breach them (Dief and Font, 2010). Effectively the CPRs
prohibit trading practices that are unfair to consumers such as practices prohibited in all
circumstances,misleading actions and omissions, aggressive practices and general duty not to
trade unfairly.
Consumer Credit Acts 1974 and 2006,
It is regulated by the Consumer Credit Act 1974 (amended in 2006), the Financial
Services and Markets Act 2000. The legislation covers the following areas:
The information consumers should be provided with before they enter into a credit
agreement
The content and form of credit agreements
The method of calculating annual percentage rates of interest (APR)
Procedures relating to events of default, termination and early settlement

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Credit Advertising
Additional protection credit card purchases costing more than £100 and up to £30,000
under Section 75 of the Consumer Credit Act.
M1 Similarities and differences between uses of marketing techniques-
The similarities between the way Primax and Tesco market themselves include their
websites. Both have a website in order for customers to take a look what they do, what's
around and how they do what they do. Their websites are different to one another as they do
not product same products (Gummesson and Mele, 2010).
Both business also includes a logo that is noticeable and can easily be identified as
that business. They create a logo in order to be identified when people see their product that
helps them gain a larger customer base son they may sale more products. Although their
logos are different, using it, is a good way to receive attention of customer so when they see
the logo, to know which business it is.
They both uses the social media to attract attention of potential customers. It helps to
make sure that they are known by local people in the ares and around the world. Although
they have difference as Primax have several accounts than Tesco.
There is a difference in the way they market is that Primark have advertisement on the
television but the Tesco do not.
D1 Effectiveness of marketing techniques used by Primax-
Growth strategies are divided into four parts such as market penetration, market
development, product development and diversification (McKenzie-Mohr, 2011). These are
used to sell existing product to an existing market to grow business by increasing the number
of people in the market who bought your product.
Survival strategies use to downsize the business to reduce cost.
A brand is a image of a particular product that consumer connect with, by identifying
the logo, slogan of the company who own the image. Branding often consist of brand name as
“Primark” and slogan which is “look good pay less”.
Relationship marketing is defined as a form of marketing developed from direct
response marketing campaigns which enhances customer retention and satisfaction rather
than focus on sales transactions.
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TASK 2
P3 Use of marketing research by Tesco.
Qualitative research- The data collected may be qualitative. This means that facts,
feelings and opinions are collected. This type of information helps to develop new products
that customers want. It also ensures that customers are satisfied with the service they have
received (entzer and Gundlach, 2010). Focus groups and interviews are common methods
used to collect qualitative data. This kind of data is often revealing and useful, but it is costly
and time-consuming to collect, particularly for a start-up or small business.
Quantitative research- Other data may be quantitative. This focuses on statistics and
figures. These provide a business with information that can be represented in a table, graph or
a chart. The main methods of obtaining quantitative data are the various forms of surveys
such as telephone, postal, face-to-face and online.
Primary research- There are two main types of market research. Both involve the
collection of data that is used to find out about customers' needs and buying habits. Primary
research is data collected in the field, directly from the customer. The sources of collecting
these data are salesmen, dealers, consumers etc.
Secondary research- Secondary research is data that already exists or may have been
collected for another purpose. This can be used to back up primary research. The main
sources of gathering these data are periodicals and newspapers, govt. publications and
reports, trade associations, published surveys of markets, foreign govt. and international
agencies etc.
P4 Use of information collected by Tesco-
Establish which data helps key performance indicators- With the help of many
goals and campaigns set by marketing department , and with every new marketing tool
offering more data that helps to determine exactly which data matches to support KPIs. Put
this data into a centralized solution, to visualize information in a uniform way (Palmer,
2012). This can be click through rate for email campaigns from marketing automation
software, visits from Google Analytics etc.
Visualize marketing data- Visualizing this data will help in what’s been working,
what isn’t worth pursuing, and guides you to a starting point where you can investigate
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further. This facilitate the foundation to build out a marketing plan for the next quarter, or
year.
Execute data- Implementing a marketing strategy and continue to monitor
performance will bring the company to perhaps the most important part of your marketing
plan.
Measure and iterate- Monitor key metrics from the updated strategy implemented,
and tweak what needs to be tweaked. Avoid being too trigger happy though. Instant and
nearly constant access to data can lead some marketers to make decisions prematurely. Data
provides the “what” behind how your customers are interacting with your content or site.
Communicating data- By Creating shareable dashboards that helps in representing
data from various marketing tools (marketing automation tools, AdWords, Google Analytics,
etc.) then share these across the department and within your organization.
M2 The limitations of marketing research methods in marketing plans-
It will state that the limitation of marketing research is used to contribute to the
development of Tesco PLC marketing plans. It means if the cost of the product is effective
enough. It want its product to be cost effective so it attract customer and also creates high
profits. Cost effectiveness also means when you are getting the best return on each pound that
you have invested Marketing planning process model (Papasolomou and Melanthiou, 2012).
It depends upon how much money you have to employ personnel to see how external factors
which might affect your organization. If resources are limited then reliability of information
will be either limited or invalid, but if there is no limit in resources then it will not have any
information limits and will know that the information will be reliable.
D2 Suggestions for improving marketing research used in marketing plans-
It is used by many organizations as an important tool used for collecting data for
several reasons , resulted in a business making the wrong decisions and highly affecting its
marketing plans.
First suggestions is for improving the validity of marketing research is for Tesco to
choose the right amount of people to question that helps in improving the customer service.
To provide affordable goods a plan was implemented to increase price of certain
goods , a research has been conducted to know whether the sale of good would decrease due
to an increase in price of sales would not be affected (Rawwas, Arjoon and Sidani, 2013). It

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could use quantitative type of research to find out how many customers will effected by the
increase in prices and questions small group of students, young workers, professionals and
elderly citizens.
TASK 3
P5 Targeting customers for selected products.
Market segmentation is an idea of how the market is made up of different groups
of people. These different segments include different groups with the same
wants, purchasing power, geographical location, buying attitudes or habits. Segmenting a
market helps a business to design products that these different segments want to buy to
ensure that they can get the maximum profit possible, they also can figure out how much
they would be able to sell the product for which would increase demand. There is a typical
way that businesses may segment their market and this is by dividing the consumers into
geographic, demographic, psycho graphic, socio-cultural.
Geographic is to do with the location of the customers, is either to do with rural or urban or
regional/national boundaries.
Demographic is to do with age, sex, race, economic status, and so on. For example, a
business that offers rejuvenating creams that (targeting older people).
Psycho graphic is about the lifestyles or beliefs of their customers. For example, a business
can target groups of people that are unable to eat gluten or dairy by providing product that
do not contain this.
Socio-cultural is mainly to do with the class of the customers. For example, people may see
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trends in what people spend their money on and act on it to ensure that they provide
services all different people in the UK that may have different cultures to one another.
TASK 4
P6 Marketing mix for a new product.
Marketing Mix of Tesco analyses the brand/company which covers 4Ps (Product,
Price, Place, Promotion) and explains the business & marketing strategies of Tesco.
Product- Tesco has a huge range of product offerings at its various stores. The
product offering is vast so as to cater to every need and preference of the customers from
different segments of the market. The product strategy in the marketing mix of Tesco can be
understood as below. The products are food, pet care products, beverages, frozen food,
bakery products, technology and gaming products, home electrical products, home and
garden products, toys etc.
Price- It follows the strategy of cost leadership in its pricing strategy that helps to
provide the lowest priced goods while at the same time maintaining quality. It uses
economies of scale and the best channels for procurement to maintain low prices.
Place- It uses that place where it can serve its goods n ad services for the customers to
satisfy their needs and top achieve its objectives.
Promotion- It has a strong brand image which relies on low prices. It uses hoardings,
television ads, and charitable events as promotional channels and also uses to a large extent
promotional discounts and offers such as buy one get one. It provides a loyalty card called
‘Tesco Clubcard’ which allows to segment and target its customers.
M3 Marketing mix in targeting customers-
Product- A new product that have created for Tesco is for teenagers ages
14-17. The product would appeal to the core market because young people are always
looking for
a way to use this product.
Price- As the product allows for different types of uses to take place, the prices will
vary.
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There will be an introductory price to help the parties to penetrate the market and grab the
attention of people to try to use it.
Place- The product can be purchased online, from the company's website, which will
have its own new teen section or be purchased at the door. There will only be a limited
number of products available to be purchased at the door to encourage people to purchase
online, this will hopefully prevent people from purchasing at the door so it knows how many
people purchased the product.
Promotion- It uses advertisements, publicity, media etc. for the promotions of its
products so that the customers attract towards its product and buy that.
CONCLUSION
It is concluded from the above report that, marketing is all about seeing business
through customer’s eyes which means understanding what they want, making sure delivering
products according to their requirements, communicating the fact and ultimately selling them
more or keeping their business. Any successful marketing strategy must be supported by a
marketing plan which is used to satisfy the needs of the customer to achieve the overall
objective of an organisation.

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REFERENCES
Books and Journals
Bhattacharya, C.B. ed., 2010. Introduction to the special section on stakeholder
marketing.Journal of Public Policy & Marketing.29(1). pp.1-3.
Brown, K.G. and Cave, J., 2010. Island tourism: marketing culture and heritage–editorial
introduction to the special issue.International Journal of Culture, Tourism and
Hospitality Research.4(2).pp.87-95.
Clayson, D.E. and Haley, D.A., 2013. An introduction to multitasking and texting:
Prevalence and impact on grades and GPA in marketing classes.Journal of
Marketing Education.35(1). pp.26-40.
Dief, M.E. and Font, X., 2010. The determinants of hotels' marketing managers' green
marketing behaviour.Journal of sustainable tourism.18(2).pp.157-174.
Gummesson, E. and Mele, C., 2010. Marketing as value co-creation through network
interaction and resource integration.Journal of Business Market
Management.4(4).pp.181-198.
McKenzie-Mohr, D., 2011.Fostering sustainable behavior: An introduction to community-
based social marketing. New society publishers.
Mentzer, J.T. and Gundlach, G., 2010. Exploring the relationship between marketing and
supply chain management: introduction to the special issue.Journal of the Academy
of Marketing Science.38(1).pp.1-4.
Palmer, A., 2012.Introduction to marketing: theory and practice. Oxford University Press.
Papasolomou, I. and Melanthiou, Y., 2012. Social media: Marketing public relations’ new
best friend.Journal of Promotion Management.18(3).pp.319-328.
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Rawwas, M.Y., Arjoon, S. and Sidani, Y., 2013. An introduction of epistemology to business
ethics: A study of marketing middle-managers.Journal of Business Ethics.117(3).
pp.525-539.
Online
Introduction to Marketing. 2017. [Online]. Available through:
<https://alison.com/course/Introduction-to-Marketing>. [Accessed on 7th June 2017].
Introduction to Marketing. 2017. [Online]. Available through:
<https://www.edx.org/course/introduction-marketing-ubcx-marketing1x>. [Accessed
on 7th June 2017].
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