The marketing mix at John Lewis

The marketing mix at John
Lewis

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
SWOT Analysis of John Lewis...................................................................................................1
The Marketing Mix of John Lewis.............................................................................................2
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Marketing mix is the concept which refers to the set of actions or tactics that a company uses
to promote its brand or product in the market. The 4Ps make up a typical marketing mix such as
Price, Product, Promotion and Place. In trending market marketing mix also includes some other
factors too such as Packaging, Positioning, People and even Politics as vital mix elements.
Present assignment will be describing marketing mix of John Lewis which is based on SWOT
analysis. John Lewis is the leading company or a chain which deals with different supermarket
product or services. It is one of the largest owned business in the UK.
MAIN BODY
SWOT Analysis of John Lewis
Marketing mix is the concept that helps company to put the right product or a combination
there of in the place (Goworek, Perry and Kent, 2016). In order to analyse the marketing mix,
company should need to be aware from their own strength or weaknesses to ensure the positive
results. John Lewis is the biggest chain of departmental stores which is situated in UK. It always
understands the needs and wants of the customers and offered their all product or services at
lower prices. SWOT analysis is the suitable model to understand the long-term goals in order to
fulfil the long-term task to fulfil the needs and objectives to fulfil the needs and wants of the
organizations (Heiens, Narayanaswamy and Engel, 2016).
Strength
 It is the popular brand in super market sector
 It offers huge variety or range of products which are their own brand
 Company is known for its legal implications and disciplinary manner.
Weaknesses
 Products or services range is limited as compare to other competitors. That restrict the
options for the customers.
 As compare to other supermarket stores, John Lewis set the high prices.
Opportunities
 Company can expand their store to other places in order to meet the customer reach.
 Increasing purchasing power parity leading to improved lifestyle.
Threats
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 High threat involved in super market sector of heavy competition.
 Competition laws a lack of large scale developments space leading to merger of many
stores.
The Marketing Mix of John Lewis.
Product: John Lewis is the famous brand among the all other supermarket store. Company
provides all realistic measurable products or services in an efficient manner (Kotler and et.al.,
2015). John Lewis provides product or services at different brands stores John Lewis provides
products belonging to various sectors like Home, Design, Fashion etc. in the segment of home
furnishing they sell their own brand products such as electricals and technology, gifts,
celebrations, fashion and beauty and baby and child products or services.
Product element of the marketing is the strength of the company that helps John Lewis to
take the business into more higher level. Company offers range of products that is the most plus
point for the company to grow in the future.
Price: Price is the another most essential mix for the company to set the product prices.
Product prices should always be set on the basis of company existing position and the market
conditions. This is the strategy that helps to attract customers towards the better goals
performance (Musalem and et.al., 2017). In terms of price John Lewis should need to acquire
cheap prices for their customers to purchase in a bulk quantity. Low prices of the product as
always attract buyers towards the product or services. John Lewis adopts competitive pricing
strategies which based on the similar products of competition market.
As compare to others John Lewis charging high prices that might be the threat for the
company or restrict the customer attention towards the product or services. In order to come over
from the threat, organisation should need to adopt low pricing strategies to attract the number of
buyers.
Place: Place is the significant element marketing mix that should always be based on some
measuring systematic performances. Besides, John Lewis should also need to explore or expand
its company outlets to get more customer reach. John Lewis also expanding their wings in online
market where they provide all their product online. Place should be set by the company where
they feel demand is very high and customer are to interested and needy to get some product or
services. In order to approach more customers, John Lewis also opened their outlet in the
Heathrow Airport. John Lewis having approach 350 stores in across the world.
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By opening new outlets and business stores can be the opportunity for the company to
earn more money and expansion growth for the company goals. Place is become the opportunity
for the company to enhance the business profitability ratio and also build new marketing growth
for the future.
Promotion: John Lewis is the leading company who invest huge amount on promotional
activities in order to promote new products or services. They use strategy as per the occasion of
festivals for developing special advertisements during the year end seasons. Some of the
successful campaign of John Lewis are Buster and Boxer, the Journey, The Bear and the Hare,
Monty the Penguin and the Long wait. Such kinds of promotional activity help to attract the
buyers towards the product or services. The good thing in company is they always connected
with the current trend that helps to think innovative and understand the market need in frequent
manner. Promotion marketing mix is the strength for the company because John Lewis adopting
the best promotional strategies for its products which has been given positive impact on the
overall business.
People: John Lewis is also more important and effective in terms of measuring the new
better service growth and long-lasting development growth. Company highly invest on their
employee’s development so that automatically they invest their skills on customer satisfaction.
This will help to recontinue the working into highly advanced manner. John Lewis trained more
than 38000 employees who also working in the company as well (Scuotto, and et.al., 2017). It is
the strength of the company to utilise the effective human resource force to more focused on
customer satisfaction. John Lewis trained their employees with full enthusiasms and let them
perfect to handle different problems of customers. It also helps to motivate the new long-term
performances that affect business into more appropriate manner. John Lewis also make sure the
requirements of their employees and let them comfortable with the company environment. Apart
from that, it also helps to discover the new managing successful business growth and helps to
develop the new learning outcomes. People element if marketing mix will be given great impact
on the overall business goals.
Process: it helps to motivate long term manner and growth to handle the effective
situational goals and fulfilling the company set objectives and goals (Richards Hamilton and
Yonezawa 2018). John Lewis got several business processes in place which help ensure the
smooth operations of the retail brand. Processes involve dispatch of product or services from
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manufacturing plants to warehouse of the company. John Lewis has to ensure weather the
customers happy or not with the services of the customer apart from that, it helps to motivate and
enlarging the different product goals to ensure the best product development task. This also very
helpful to satisfy the customer needs and wants in order to evaluate the long-lasting working
level of work or productive systematic growth. Process can be the strength of the company if
they are more focused on the new development areas and goals.
Physical Evidence: John Lewis company is the most leading retail brand who is also very
famous for its long-term goals and services to perform the activity into long term manner. Apart
from that, it also helps to affect the business into more advanced manner or growth. Company set
up their outlets and bring new work and more enthusiastic work goals. every store of the
company having distinct features and bring lots of effective and generating goals that helps
customer to get more attention towards the company performances (Scuotto and et.al., 2017).
Apart from that, it also helps to discover the new range of style management and bring new
product or development growth. Physical evidence is the first appearance for the buyers to take
interest to buy a product or services. John Lewis should need to adopt strategies and growth
which is customer friendly and make it comfortable for the customer to shop. It helps to motivate
the new working ideas and make the new long-term goals in order to generate the best
developing ideas. But in the UK market, it is very difficult for retailers to rise discounters, due to
which customer get disappointed from the unnecessary sources and goals.
John Lewis can also open some more company outlets in order to increases the customer
reach and selling products in more rapid manner. This is the opportunity for the company to
enhance the brand popularity in other businesses.
CONCLUSION
As per the above report it has been analysed the concept of marketing mix and their
elements included in the report to explained in a more detailed manner. In other words, it makes
very good impact on the company development if they acquire best strategies for their marketing
mix strategies. Report explained about the company marketing mix which based on company
strength or weaknesses. It should be according to the needs and wants of the development growth
and enhance the long-lasting performances. Study also described the ways through they can
easily come up with threats and weaknesses. Overall, it described the marketing mix of the
company in order to expand the marketing services or growth.
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REFERENCES
Books & Journals
Goworek, H., Perry, P. and Kent, A., 2016. The relationship between design and marketing in the
fashion industry. Journal of Fashion Marketing and Management. 20(3).
Heiens, R. A., Narayanaswamy, R. and Engel, J., 2016. A preliminary examination of online
sales promotion in Hedonic versus Utilitarian product categories.
Kotler, P. and et.al., 2015. Marketing. Pearson Higher Education AU.
Musalem, A. and et.al., 2017. A Review of Choice Modeling in the Marketing-Operations
Management Interface.
Richards, T. J., Hamilton, S. F. and Yonezawa, K., 2018. Retail market power in a shopping
basket model of supermarket competition. Journal of Retailing. 94(3). pp.328-342.
Scuotto, V., and et.al., 2017. The performance implications of leveraging internal innovation
through social media networks: an empirical verification of the smart fashion
industry. Technological Forecasting and Social Change. 120. pp.184-194.
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