The Various Concepts of Marketing in Practice

Running head: MARKETING IN PRACTICE
Marketing in Practice
Name of student
Name of University
Author note

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MARKETING IN PRACTICE
Executive summary
The report focused on the various concepts of marketing in practice considering the
business organisation EcoWarehouse in New Zealand that delivers good quality environment-
friendly eco products to the customers for effectively fulfilling their needs and requirements. The
overview of the business is presented with the mission of the organisation along with the kinds of
products offered while the environmental scanning has been done by using the PESTEL analysis.
The company had focused on the impact of new technologies like digital marketing and its
impact on business along with the segmentation and targeting as well.

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MARKETING IN PRACTICE
Table of Contents
Executive summary.........................................................................................................................1
Section 1: Overview of the selected NZ business...........................................................................3
Introduction..................................................................................................................................3
Background..................................................................................................................................3
Section 2: Environment scanning....................................................................................................4
PESTEL.......................................................................................................................................4
Corporate social responsibility.....................................................................................................6
Section 3: Impact of engineering technologies and trends..............................................................7
Assess the role of digital media and electronic marketing on the business.................................7
Section 4: Segmentation and targeting............................................................................................8
Four segmentation bases..............................................................................................................8
Market segments targeted............................................................................................................9
References......................................................................................................................................10
APPENDIX....................................................................................................................................13

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MARKETING IN PRACTICE
Section 1: Overview of the selected NZ business
Introduction
The purpose of the report is to develop a situational analysis considering New Zealand to
market the eco products for household and fulfill the needs and requirements of people
effectively. The scope of conducting the situational analysis in the report is huge, and the
business that delivers eco products for the households is EcoWarehouse in Tauranga, New
Zealand (ecowarehouse.nz 2017). The business organisation is one of the most popular online
shop in New Zealand that delivers good quality sustainable and environment-friendly eco
products for households to fulfill the needs and requirements of customers effectively and keep
them safe and healthy (Andiç, Yurt and Baltacıoğlu 2012).
Background
EcoWarehouse is a family run business that promotes and sells environment-friendly eco
products that are free from any toxic materials and harmful substances. The business manages an
online shopping web site where all the sustainable and environment friendly eco products such as
beauty products, bathroom, beauty and health, non-toxic textile materials are available for the
customers to purchase with ease and effectiveness (Beltramello, Haie-Fayle and Pilat 2013).
Few other products of the business include Non-stick parchment roasting bags, Bee fresh
deodorants, reusable coffee cups, Bamboo cotton buds, Oxygen bleach, SoapNut liquid, Eco face
paint for kids, natural paint brushes, bamboo biochar composting, liquid fertiliser used for eco
gardening, certified organic fantail shopping bags, etc (Cherian and Jacob 2012). All these
products are free from any toxic materials and this can manage good health and safety of