Case Study of Marketing Principles - Jaguar & TESCO

Marketing Principles

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Explain the various elements of the marketing process...................................................3
1.2Evaluate the benefits and costs of a marketing orientation for a selected organisation....4
TASK 2 ...........................................................................................................................................5
2.1 Macro and micro environmental factors which influence the marketing decisions .......5
2.2 Segmentation criterion to be used for products in different markets. .............................5
2.3 Choose a targeting strategy for a selected product/service..............................................6
2.5 Propose new positioning for as elected product/service...................................................7
TASK 3 ...........................................................................................................................................8
3.1 How products are developed to sustain in competitive advantage...................................8
3.2 Explaining how distribution is arranged to provide customer convenience.....................8
3.3 Explaining how prices are set to reflect an organisation’s objectives and market conditions
................................................................................................................................................9
3.4 Extended market mix.....................................................................................................10
3.5 How marketing objectives can be achieved by Promotion activities.............................10
TASK 4 .........................................................................................................................................11
Covered in PPT.....................................................................................................................11
..............................................................................................................................................14
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
This case study is based on the topic of Marketing Principles. The principles of marketing
is comprised of several majors of business. Marketing is the number of activities that are used in
goods transfer from one seller to buyer. They are the ideas that are based on the strategies of
product promotion. Variety of marketing principles are used by the companies to analyse
performance of old product in the market and to launch new product in market. This case study
is based on four cases (Li and Wang, 2010). First case is based on Jaguar, in which various
marketing process elements and cost and benefits of marketing orientation is analysed. Second
case is based case study of Tesco, in which micro and macro environment factors and
segmentation criteria for products in different market, strategy, buying behaviour and positioning
of products is examined. Third case study is based on Barclays, in which development of product
for competitive advantage, setting of product price which reflects marketing condition and
organisation's objectives, illustration of promotional activities, analysis of additional marketing
mix elements are done. Fourth case study is based on Vodafone, in which marketing mix for two
different segments of consumer market, difference in marketing service and products, and
difference in international marketing and domestic marketing is examined.
TASK 1
1.1 Explain the various elements of the marketing process
There are different elements of marketing process:
Situation analysis: In this analysis review of current position of business situation is
done. It is the very starting stage for marketing plan. It means the periodical review of business.
It also describes the internal as well as external factor of business and also help to identify the
impact on the business (Nicholson and Oliphant, 2014). It also help in SWOT analysis i.e.

strength, weakness, opportunity and threats, and PEST analysis i.e. political, economical, socio-
culture and technological.
Marketing strategy :It combines all marketing goals in a plan. Before making a good
market strategy it is essential to do market research. It also helps in maximise the profit and
attain the desired goals. It gives the design how to full the objective of marketing. It also give
opportunities to select the best possible way to attain goal and increase profit.
Marketing mix :It means use the right product in the place, right time and with the right
price. It pull customers, help in increasing sale, beat competitors and give customers better
products. It include 4P's
 Product
 Price
 Place
 Promotion
Implementation and control : After completion of the entire process, company has to
implement the process in business. Company must follow this for better feedback. They need to
check out that which is implemented, get achieved or not. After implementing control is must.
Control is necessary because if there is no control then it may cause the cost increment, over
utilization of resources (Wymer, 2011.).
1.2Evaluate the benefits and costs of a marketing orientation for a selected organisation
Cost is an amount that has to be paid by the customers, every products has different cost
depends upon the products quantity , size, brand , features etc. these all are affects on the cost .
Cost is the important term to all products to sell and buy in the market , cost is decided by the
company that amount has to be pay (Lefebvre, 2012). Jaguar company manufacture designer cars
, these cars has high cost because they are provide that type of quality in that particular products
and also provide services and securities so always company try to provide good quality of
product with a good brand image and also with the higher price. Jaguar is the British luxury
brand and it is owned by the Tata motors, that brand manufacture their luxury vehicles to
customers with high satisfaction they take chargers according to the products. And benefits of
jaguar cars for the customers maximum controlling power , wheel motions, precision in steering
and giving proper confidence to drive the car. Jaguar cars has many good feature to customers to