Market research for market planning

INTRODUCTION TO MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Describing the manner in which marketing techniques, survival strategies as well as
branding and relationship marketing used to market products....................................................3
P2 Stating the limitations and constraints of marketing..............................................................4
TASK 2............................................................................................................................................5
P3 Presenting the use of marketing research in the contribution of developing marketing plans
.....................................................................................................................................................5
P4 Market research for market planning.....................................................................................6
P5- Explain how and why groups of customers are targeted for selected products....................7
P6- Develop a coherent marketing mix for a new product or service.........................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing are activities of a company associated with buying and selling a product or
service. It includes advertising, selling and delivering products to people. It is used to create the
customer, to keep the customer and to satisfy the customer. It includes the coordination of four
elements called the 4 P's of marketing such as product, price, place and promotion. The present
report is based on Sainsbury and Hilton which are the leading organizations of their concerned
sectors. Sainsbury is the leading retail business units of UK that offers wide range of products or
services to the customers. Further, Hilton is the one of the famous hospitality business unit that
offers accommodation services to the customers at affordable prices. In this, report will develop
understanding about different types of marketing tools and techniques. Besides this, report also
depicts segmentation, targeting and positioning strategy that is used by business units to entice
customer’s decision making.
TASK 1
P1. Describing the manner in which marketing techniques, survival strategies as well as branding
and relationship marketing used to market products
Ansoff Matrix is a strategic planning tool that provides a framework to help executives,
senior managers, and marketers devise strategies for future growth. Market penetration, market
and product development as well as diversification are the four elements of Ansoff matrix which
aid in strategic planning. In case of J Sainsbury the company has good profits and good market
share. But when compared to competitors the market position is not that strong. In this case there
J Sainsbury needs to apply generic business strategy for growth in its retail business and strategy
for future development of company (Henley, Raffin and Caemmerer, 2011). In generic strategies
market penetration is a viable solution for the business by increasing the market share and
targeting more customers. Moreover diversification is risky but there are good chances of
growth. Diversification can be in both products or services. Product diversification is there at
Sainsbury`s retail industry business.
However diversification in group`s business can be good developmental opportunity for
the business. Similarly other competitors such as Tesco have high diversification in business,