Business Principles in Marketing and Operations
Added on 2020-02-05
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Marketing principles
Table of ContentsINTRODUCTION...........................................................................................................................1Task 1 ..............................................................................................................................................11.1 The various elements of the marketing process ...................................................................11.2 The benefits and costs of a marketing orientation for Aimia................................................3Task 2 ..............................................................................................................................................42.1 The macro and micro environmental factors which influence marketing decisions ............42.2 Proposal for segmentation criteria to be used for products in different markets .................42.3 Targeting strategy for a selected product .............................................................................52.4 Demonstration on how buyer behaviour affects marketing activities in different buyingsituations.....................................................................................................................................52.5 Proposal for new positioning ..............................................................................................63.1 Explanation on how products are developed to sustain competitive advantage .................63.2 Explanation on how distribution is arranged to provide customer convenience..................73.3 Explaining how prices are set to reflect an organization’s objectives and market conditions.....................................................................................................................................................83.4 Illustrating how promotional activity is integrated to achieve marketing objectives ..........83.5 Analysis on the additional elements of the extended marketing mix ...................................9Task 4.............................................................................................................................................104.1, 4.2 ......................................................................................................................................104.3 Needs of marketing Mix......................................................................................................10CONCLUSION .............................................................................................................................10REFERENCES..............................................................................................................................12
Illustration IndexIllustration 1: Marketing concept. ...................................................................................................2Illustration 2: Product development.................................................................................................7Illustration 3: Distribution channels.................................................................................................7Illustration 4: Promotion strategies..................................................................................................9
INTRODUCTIONMarketing principles are the essential part of the company as it includes the marketingstrategies which are utilized for improving the market performance and to launch new product/operation into existing or new market place. For implementing the new product various ideas,procedures and techniques are used and applied (Freel, 2013). Every organisation have differentmarketing strategy and principles in order to launch their new product. Marketing principlesinvolves various elements like marketing mix, pestle, swot analysis, micro and macro elementsin order to achieve the success and objective of the company. Current report carries variousissues and areas of marketing principles which are illustrated in reference to Aimia Foods Ltd.Aimia Foods is manufacturer of beverages and foods which is a UK based company. It's a part ofCott Corporation which is an international Beverage specialist. Company is expended over225000sq ft. having turnover of 80 m dollar with staff more than 320. the company was foundby Gray and Ian Unsworth in the year 1981. In the beginning the company started with the dryproduct like coffee, hot chocolate, soups and tea after which company started focus on the wetproduction line and produced cordials and syrups by the year 1984. In 2014, company waspurchased by the Cott Corporation which is the global leader of soft drinks. Company hasdecided to launch a new breakfast cereal product which needs the marketing principles ofcompany. Moreover, report covers various aspects for the marketing principles which arerequired for being competitive and market growth of the product. The name of the new cerealproduct is CoHe (Zarrabi and et.al., 2017). Task 1 1.1 The various elements of the marketing process In order to launch the new product of Aimia food company needs to make the marketresearch which can showcase the market demand and message which must be portrayed by them.This will help them to create healthy market while launching their new product (Dale andBecker, 2014). Furthermore, market research helps in collecting data which are customer basedand will support during analysing of action and process. The part of report contains details ofmarketing process made by Aimia0 food. Starting with the marketing concept which is used bycompany in order to analyse the demands of consumer and then making decision in that fieldrather than focusing on competition (Thrasher, 2017). It involves five main parts which provides1
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