Marketing Principles

This report explores the importance of marketing principles in the business environment, focusing on the case of JD Sports in the sports retail industry. It discusses the development of marketing strategy, including market segmentation, targeting, and positioning. It also examines the implementation of marketing mix elements, such as product, price, place, promotion, people, process, and physical evidence, for improving growth and market share. The report concludes with the use of secondary research for strategic marketing planning.

Marketing Principles

EXECUTIVE SUMMARY
Marketing is most important activity which is leading management to overcome from
complex situation through formulating creative plans to draw the attention of customers towards
organisational products and services. It refers marketing plans also assist business firm to enter
into global market for completing their work within an effective manner. Marketing mix and
STP process are two pillars of marketing which leads management to organise and monitor all
actions as per organisation goals and objectives. Further, secondary research aspects are also
included which are utilised for making long term future plans to sustain in global market.

Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Current situation for business.................................................................................................4
Development of marketing strategy.......................................................................................4
Implement of marketing mix for improving growth and market share for organisation........5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
The term marketing can be defined as an action or set activity that is related with market
research and it is used for enhancing sale of organisational product and services in business
environment. The main motive of marketing process is to meet with requirement of potential
customers through understanding needs and wants of customers as well as market trends. This
report is composed from point view of JD sports that is known for its fashionable sport retail
equipment (Abedi and Abedini, 2017). It’s headquarter is situated in Bury, United Kingdom.
Moreover, the report highlights on marketing strategy and marketing mix that is used for
formulating an effective strategy for complete of secondary research appropriately. In last data
and information will be used in the upcoming report for making an effective strategic marketing
plan.
MAIN BODY
Current situation for business
Marketing is a process that is utilised for influencing more number of customers to enhance
sale of organisational products and services within the market. JD Sports is managing their
business in sports retail industry from the past four decades. So it is easy for management to
complete all work in an easy manner by using their past experience that leads to deal with
situation in an organised manner. Further, in the present scenario organisation offer products
which are clothing, sportswear and accessories with engaging more than 30,000 employees to
manage its functions in an appropriate manner at global level (Barrett and Weinstein, 2015). The
current plan of JD sport is to enhance business size for obtaining top position in overseas market
also.
Development of marketing strategy
Marketing strategy- This is defined as a long term strategy which manages organisation
work through implement of future approach in order to complete its operations as per future
goals and objectives. In context of JD sports marketing strategy is used for increasing
competitive strategy by internal strength through monitoring internal aspects and to formulate

strategy to gain external opportunity. It leads organisation to adopt first mover advantage that
leads to adopt competitive edge in market against rival organisation. Some steps of marketing
strategy are as follow:
 Market segmentation- With this step management focus on dividing and separating the
whole market into a specific group that follow similar needs and wants. Moreover,
characteristic of segment market are also same that leads manager of JD sports to
manufacture similar products for a large number of potential buyers (Becker, 2019). This
leads company to earn more amounts of profits through increasing sale of its products.
 Market targeting- This refers to the ability of organisation that is used for targeting
customers with technique of niche segment. The specific target of JD sports is youth that
belong to age of 18 to 30 because they are more fitness freak and prefer those products
to buy which match with market trend. Further, organisation sale fashionable and
trending products which match with customer’s demand so it work as positive point for
organisation.
 Market positioning- Top authority of the organisation perform an essential role in the
step of market positioning. The main aim of positioning phase in market is to develop
right action that leads to implement strategic decisions in favour of products. Investor
and managers of JD Sports utilise market positioning step to enhance goodwill of
products for sustain and accusing premium price for its products.
Implement of marketing mix for improving growth and market share for organisation
Marketing is one of the most important business activity that helps organisation for
promoting their products and services in the market. The major concern of marketing is to
advertise and promote organisational products with minimum cost for influence more number of
individuals to purchase accessories and equipment. This results in increasing sales and profits for
JD sports so the marketing mix strategy is implemented by management for developing an
effective set of actions to attract potential customers (Macarthy, 2018). It also aids organisation
to improve their market share as well as business growth. Points which are included in marketing
mix of JD Sports are as follow:

Figure 1Source(https://www.leadagency.com.au/marketing-mix-best-practice-effective-
examples-of-the-seven-ps/)
 Product- It refers to product and service that is offered by organisation in market to the
customers in order to satisfy their needs and wants. In return this helps business for earn
better amount of money. JD sports is providing high quality of fashionable clothing items
and accessories to its customers that also add more value for organisation to increase
number of product portfolio. This results market share of business is enhance through
offering large variety of its products. In context of market growth it is more number of
products offering support plan of selected organisation through competing with
international organisation within multi-national market.

 Price- This is one of the most crucial aspect for JD Sport because cost or price refer to
the amount that is paid by buyer to consume the value of products. Therefore, it is
mandatory for management to select right price that match with quality of products. JD
Sports implement competitive price policy for its products that helps to increase market
share through using the strategy as a effective tool (Sinapuelas, Wang and Bohlmann,
2015). In context of growth appropriate price increase sale of products which enhance
revenue as well as growth for business.
 Place- Location or place is a crucial decision that is taken by management because it
refers to the area from where organisations access its outlets and deliver their products to
customers. From point view of JD Sports management is offering their products through
online and offline methods. So more customers approach goods which is offered by
management. In upcoming future plan it online website and application refer to place
through which management is selling their products. Similarly, as per future plan to enter
into overseas market organisation decided to open retail stores because physical and
tangible aspects helps to attract more number of products.
 Promotion- This work as a method which is used by organisation for promoting its
products in market with creative approach in order to boost sale of its goods offering
through attracting more number of individuals. Social media, print publication and
celebrity endorsement are key promotional techniques that are used by management to
promote its products. According to future plan discounts and mouth publicity are most
important aspects for entering into overseas market. Moreover, it also helps to deal with
intense competition in market.
 People- It refers to those individual who work in organisation and leads management to
achieve their target or objectives in specified time period (Armstrong and et. al., 2018).
JD sports recruit individuals which is leading management to perform their roles as an
asset. So all employees who are engage in sales and marketing department perform their
roles within an organised manner that leads management to develop positive relations
with stakeholders. This also helps in future plan to enhance market share as per
international market conditions.
 Process- These are the procedures that are followed in organizations with the goal that
they can direct their exercises proficiently and accomplish their objectives on schedule.

JD sports follow productive and powerful procedures which help it in overseeing
gracefully chain frameworks with the goal that client needs can be effectively satisfied.
The organization additionally statistical surveying so advertise open doors can be
snatched and client necessities can be met (Zeriti and et. al., 2014). The organization can
expand the quantity of its providers with the goal that the SCM can be all around kept up
and client request can be satisfied.
 Physical Evidence- These are identified with the confirmations that can help in
demonstrating the presence of organization in advertise which can be utilized for
additional advancing the items. The outlets of JD sports, its bills, hoardings, gathering
sacks, sites and so on are the physical confirmations that help in deciding the physical
nearness of organization. The organization can improve its web based promoting with the
goal that it can dispatch its items to clients that are situated in different territories where
the organization has no outlets so huge number if clients can be reached
CONCLUSION
In the last, with the above report it is concluded that marketing principle plays an
essential role for an organisation that leads to sustain for longer period in market through
accomplishing company goals and objectives in specified time period. The project cover seven
elements of marketing mix that is used to enhance business growth as well as to increase market
share for organisation. Along with this it also undertakes segmentation, targeting and positioning
of products to formulate effective future plans. Further, the project describes secondary sources
of data on basis of strategic marketing plan to complete all task in systematic manner.

REFERENCES
Books and Journal
Abedi, G. and Abedini, E., 2017. Prioritizing of marketing mix elements effects on patients’
tendency to the hospital using analytic hierarchy process. International Journal of
Healthcare Management, 10(1), pp.34-41.
Armstrong, G.M and et. al., 2018. Marketing: an introduction. Pearson UK.
Barrett, H. and Weinstein, A., 2015. Corporate entrepreneurship, the marketing mix, and
business performance. In Proceedings of the 1997 Academy of Marketing Science
(AMS) Annual Conference (pp. 144-150). Springer, Cham.
Becker, J., 2019. Marketing-Konzeption. Verlag Franz Vahlen.
Macarthy, A., 2018. 500 Social Media Marketing Tips: Essential Advice, Hints and Strategy for
Business Facebook, Twitter, Pinterest, Google+, YouTube, Instagram, LinkedIn, and
More!. CreateSpace Independent Publishing Platform.
Sinapuelas, I.C.S., Wang, H.M.D. and Bohlmann, J.D., 2015. The interplay of innovation, brand,
and marketing mix variables in line extensions. Journal of the Academy of Marketing
Science, 43(5), pp.558-573.
Zeriti, A and et. al., 2014. Sustainable export marketing strategy fit and performance. Journal of
International Marketing, 22(4), pp.44-66.