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Marketing in Dunbia Assignment

   

Added on  2021-01-03

9 Pages3810 Words313 Views
Leadership ManagementMarketing
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MARKETINGTable of ContentsMARKETING...........................................................................................................................................1BACKGROUND.......................................................................................................................................3MARKETING REPORT.............................................................................................................................4Global market and Market strategies of Dunbia...............................................................................7Marketing Mix: ...............................................................................................................................8CONCLUSION.........................................................................................................................................8REFERENCES..........................................................................................................................................9
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BACKGROUNDDunbia is a U.K. based food product company. It was founded in the year 1976headquartered in Northern Ireland. The company deal in red meats product. It manufacturesproducts: beef, lamb and pork product for retailers and commercial purpose. It entertainsmarket position by providing continuous innovation in the product and processes. Sinceinnovation is demand of current world scenario. The product are derived by the innovationand improvement demanded by the customer. Dunbia has understood this very well andframed all the upcoming activities accordingly. In 2016 Dunbia announced its strategy ofretaining it marketing share by investing a large amount on innovation. In order to increasethe current market share the firm is focusing on modifying its existing product so that morevalues could be deliver to the customer (Batt, 2013). Dunbia is a company which is driven byentrepreneurial vision and innovation at each functional area. With this objective to achieve,overall direction of the company is designed in the way that should contribute in innovationof not only products but process also. It is not the product that differentiates the companyfrom competitor it is the ways of delivering the product to customer also differentiate fromcompetitor. To establish company as a driver of innovation its strategies are align to push theoverall organisation towards innovation. Dunbia believes in to be a supplier of choice. To bea supplier of choice by its retailer they are providing quality product at very competitiveprices which makes customer happy. Since the market is driven by innovation which isleaded by the consumer behaviour, company focusing on innovation with competitive so thatit delight customer hence customer by the quality of the product makes choice of Dunbia .The best way to promote company is to spread mouth publicity about product and company.Since existing customer receives product with better quality and prices they spread goodnews and views about the product which interest people to know about the product and lateron about company also. To make its marketing position more strong and powerful thecompany has also entered into the strategic partnership with its competitor Dawn. Thisstrategic partnership will give the benefit of large customer base as well as advantage of thesupply chain management (Baker, 2014). The overall strategy of the company is to doinnovation and change on a regular basis. With this aim the company has invested a largeamount on the innovation and improvement. By making its product line more strong it isproviding a variety of products to its customer hence proving itself as “Supplier of choice”.MARKETING REPORTEach company aim is to become market leader in its respective market. It is not aneasy task to become market leader. It requires great marketing efforts and strategies to bedone by the company. To become a leader the firm first needs to make itself a brand. In orderto become a brand the firm may establish its product as brand or may establish itself as abrand. The company name and product could be different hence it depends on the companythat what becomes the brand product or company name. There are many factors thatcontribute towards the brand building (Babin and Zikmund, 2015). These factors are essential
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