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The principles of marketing in different contexts

   

Added on  2019-12-03

9 Pages2445 Words249 Views
MARKETING MIX IN DIFFERENT CONTEXTS

Table of ContentsINTRODUCTION...........................................................................................................................1TASK 4............................................................................................................................................14.1 Marketing mix of two different segment..........................................................................14.2 Differences in marketing products and services to businesses rather than consumers....24.3 International marketing differs from domestic marketing................................................3CONCLUSION................................................................................................................................4REFERENCES................................................................................................................................5

INTRODUCTIONThe principles of marketing give an outline of marketing techniques, strategies andmarketing mix (Cant, Strydom and Jooste, 2009). This present report attempts to understand themarketing mix of company. It also explains how organizations behave in their marketenvironment and assesses the importance of international factors that are focused on shaping thenational and international business activities of companies. This report also considers about themarketing practices of Sainsbury which is the third largest chain in supermarket and works inretail industry. It is headquartered in London, UK and employs over 157,000 employees across1,106 locations.TASK 44.1 Marketing mix of two different segmentMarketing mixSainsbury is a public limited company and is focused on providing retail productsthrough supermarket chains across the UK. Its vision is to become the most reliable and trustedretailer wherein people would love to shop and work. However, its mission is to become the firstchoice for consumers (Carter and et. al., 2013. main organizational objective of Sainsbury’ is togenerate more revenue in order to increase shareholders’ wealth in the short and long-term. Thisretail company is dynamic and so it is focused to keep changes in its commercializing strategythat has successfully helped in enlarging supermarket chain in the UK and its business in Egypt.This enables Sainsbury to focus on food retailing and other related activities. Current MarketingMix: Product, price, promotion and place is being improved to meet its new mission. Aftermaking assessment of the UK market Sainsbury have identified the growing market throughfeasibility analysis. Moreover, population growth, income level and standard of living of peopleof Central London are high. Due to this aspect Sainsbury have analyzed that launching project ofice cream is more feasible in central London. Sainsbury have segmented their customers on thegeographic and demographic bases. Sainsbury have segmented their customer base on the basisof age. Whereas it decided to offer ice creams to the customer of Central London. On the basis ofgeographical aspect Sainsbury have offered the ice creams through the malls which are situatedin central London. Sainsbury make more focus upon the children and old age people for whichthe marketing mix are as follows:1| P a g e

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