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Introduction to Marketing TASK 14 P1. How marketing techniques are used to market products in Emirates and British Airways

   

Added on  2020-07-22

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Introduction toMarketing

Table of ContentsTASK 1.....................................................................................................................................................................4P1.How marketing techniques such as growth strategies (Ansoff’s Matrix); survival strategies; branding andrelationship marketing are used to market products in Emirates and British Airways.......................................4P2.Describe with suitable examples the limitations and constraints of marketing with reference to legalrequirements........................................................................................................................................................5TASK 2.....................................................................................................................................................................7P3. Describe how one of the selected organisations uses marketing research such as qualitative; quantitative;primary internal/external research; and secondary internal/ external research to contribute to the developmentof its marketing plan...........................................................................................................................................7Secondary Data:.......................................................................................................................................8P4. Describe how the same organisation mentioned above, utilises data and information collected throughmarketing research for marketing planning........................................................................................................8TASK 3.....................................................................................................................................................................8P5. Explain how and why groups of customers are targeted for selected products. ..........................................8TASK 4...................................................................................................................................................................10P6. Develop a coherent marketing mix for a new product or service...............................................................10CONCLUSION......................................................................................................................................................11REFERENCES.......................................................................................................................................................11

INTRODUCTIONMarketing is a important function in all businesses and organizations, and is becomingincreasingly crucial to success in our modern global economy. This report deals with theconcepts and tools of marketing. This include Market Research & its importance to strategyplanning and how the organisation use marketing mix. As a Junior Marketing Consultant forprofessional organisation for marketers it is duty to provide report on two businessorganisation that is Emirates and British Airways which are two profit making public andprivate owned companies respectively (Palmer, 2012). Both these organisations are airlinesand holds a big share in this sector. By taking these two airlines in context we will go throughsome important aspects of marketing. TASK 1P1.How marketing techniques such as growth strategies (Ansoff’s Matrix); survivalstrategies; branding and relationship marketing are used to market products in Emiratesand British Airways.Marketing is the process of finding out what the target audience want and this can befind out through carrying out market research. For example; using primary and secondaryresearch, PESTEL, market trends. By doing this marketing will be able to promote productsto their target audience by meeting their customer's needs (Armstrong and et. al., 2012).There are various growth strategies which a company can adopt to get success. Some of thegrowth strategies are as follows:- Ansoff's Matrix:This model describe the strategies available for growing a business and tells that businessestry to grow depending on its markets new or existing in new or existing markets. This is usedby the companies top decide on their product and how they are going to expand. Both airlinescan identify four categories for growth. Existing MarketMarket Penetration- British airways airlines can use strategy by bringing new services thatcan suit all ages. They can do special offers and low fare rates and on the other hand Emiratescan come up with strategy of merging with the small airlines in UK market. Another exampleis that Emirates can provide gifts to their passengers on Christmas season.

Product Development- Product development is when some introduce a variety ofproduct in the market. For example; Emirates will give their passengers the advantage oftravelling with them on their flight by giving them free holidays package and British airwayscan also introduce some products which will be useful for the passenger (Proctor, 2014).New MarketMarket Development:- Market development is when they target a new audience but with theexisting product. Emirates can introduce their flights in the small cities of UK which willexpand their market. British airways use market development with their services by enteringa new market by introducing services for older people.Diversification:- Emirates have decided to introduce new flights which will fly to those citieswhich has seven wonders of the world and British Airways has brought a new range of flightswhich will set new standards of luxury.Branding:It is the identity which separates both the airlines from one other and their competitors. Boththe airlines have to stick with their branding agenda because changing the brand logo, signand name would make its image blur (Skålén and Hackley, 2011). British airways logosignifies the colours which is present in the flag of England.

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