Sample Assignment on Marketing Management
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Added on 2021-02-20
Sample Assignment on Marketing Management
Added on 2021-02-20
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AbstractIn this report it has been described about retail industry and Miller stores that operate inMalta. Also, it is discussed that company unique selling proposition is low cost structure whichallows customers to buy their products and services. Moreover, strength of company is inwholesale their price is cheaper as compared to other. Its weakness is low margin profits.Furthermore, it has been analysed that there are many external factors that is impacting oncompany such as interruption of Arab in Malta, sustainability issues, etc. In addition, firm needsto solve marketing mix gaps which will be beneficial to reduce impact of external environment.1
Table of ContentsAbstract............................................................................................................................................1INTRODUCTION...........................................................................................................................1Q1. A background statement to outline the industry, market positioning as well as the presentunique selling proposition............................................................................................................1Q2. A marketing audit, outline the overall market attractiveness and whether is the potentialfor market growth........................................................................................................................4Q3. Critically defend new marketing mix actions to achieve gaps between the companiespresent marketing strategy and external environment.................................................................7CONCLUSION .............................................................................................................................10REFERENCES..............................................................................................................................112
INTRODUCTIONMarketing mix is a process which have set of actions or different techniques which willbe used by company to promote its product and brand in the market. In simple words it is a groupof variables in marketing which will used by company to control and combine, to produceeffective response in the target market. This is an important tool of marketing that combine allthe elements which affect the demand for products offered by the firm.Millers origin date back to 1914 and it is a subsidiary of W.H. Smith of the UK. Miller isa market leader in importation, distribution, marketing and retail of press products in Malta.Business and support service is closely eased of communication and continuation through allareas of the business. Miller operate their stores 24/7. Sales efforts are giving support by team of30 sales members covering every selling point in Malta market.There is a background statement of that explains how this could improve industry and themarket position as well as USP and market audit of overall growth and potential of market. Italso describes about new marketing mix actions which helps to fill the gaps between company'spresent marketing strategy and future marketing plans.Q1. Retail is how producers of the goods get their products to their customers. A commoditybecomes a finished product when retailer often get their goods directly from the manufacturer.Miller retail limited. Is an Australian company that sells women's apparels, accessories andcosmetics and is one among the states largest retailers (Sari, 2017). It is listed on the NationalStock Exchange of the country. Miller's ran television commercial with advertising slogan “weknow what you want...we're Miller's”. There are variety of products and services offered by retailcompanies to people. This industry is entirely dependent on consumer trends and preferences.Also, there is intense competition in retail sector as many companies operate in it providingsimilar types of products. Thus, in order to gain competitive advantage, it requires constantinnovation in products features. It allows business to survive in industry for long term.In marketing and business strategy, market positioning means consumers' perception tothe product or the company in relation to competing brand or products so that consumers recivein a some way.1
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