Report on Marketing: Competitiveness and Digital Marketing Strategies

This report provides a comprehensive overview of marketing strategies and tools, including the marketing mix (7Ps), SWOT analysis, and Ansoff matrix, to enhance organizational growth and competitiveness. It explores how companies like Cadbury and Tesco utilize these strategies to build a strong market position. Furthermore, the report analyzes the impact of digital marketing, emphasizing the use of content marketing, social media, and SEO to improve sales, revenue, and brand value. The conclusion highlights the importance of these strategies for future growth and performance, stressing the role of digital marketing in increasing profitability and customer reach. Desklib provides access to this assignment and many other solved assignments for students.

INTRODUCTION TO
MARKETING

Table of Contents
INTRODUCTION................................................................................................................................3
MAIN BODY.......................................................................................................................................3
Define Marketing ............................................................................................................................3
7Ps of marketing mix- .....................................................................................................................3
MARKETING AND COMPETITIVENESS...................................................................................4
Swot Analysis-.................................................................................................................................4
ANSOFF MATRIX..........................................................................................................................5
Digital marketing.............................................................................................................................6
The online marketing plays an important role in increasing the sales, revenue and brand value of
an organisation in the market. Their are many uses of digital marketing presents-........................6
CONCLUSION....................................................................................................................................7
REFERENCES.....................................................................................................................................7

INTRODUCTION
The term marketing is the management operation, set of institutions and process of
communication through which goods and services are delivered to satisfy the needs of a target
market. Through marketing an organisation can find desires and wants of the selected customers. It
pinpoints the segment in which the company is capable of serving their best action(Budnik, 2018).
Further these report will explain how different strategies or process can help an organisation in their
future growth and performance. 7Ps of marketing, Swot analysis, ansoff matrix are some kind of
strategies which can help a firm to build strong position in their respective business field. Later on it
will cover a complete brief on how the massive rise in digital marketing can effect a company to
increase their sales and performance.
MAIN BODY
Define Marketing
It is a discipline which involve all the activities a company adopt to promote and sell their
product and services to the customers. Through marketing company undertakes to catch the
customer's and maintain a healthy or good relationship with them. Advertising, selling and
delivering products to the customers are some kind of factors included in marketing.
7Ps of marketing mix-
It is set of multiple tool adopt by a company to promote and sell their products and
services. . Cadbury uses all these 7ps in a very effective way which leads them to achieve their set
goals.
Product- It is a physical thing that a company sold to their customer's. Cadbury sells
multiple variety of products in various countries. Chocolates, beverages, biscuits etc. are chain of
products manufactured by them.(Ko, 2019)
Price- It refers to the amount or premium paid by a customer to enjoy the ownership of the
product. Cadbury has set their price according to the quantity of the product. For example they have
multiple prices for product dairy milk (like 5, 10, 20 etc.).
Place- It is the location where an organisation sell their product and from where a customer
can purchase that product. Cadbury have access to both urban and rural regions across the world.
They also use online platform to sell their product.
Promotion- The activities done by an organisation to spread awareness about their products

and services. Cadbury promotes their product by the use of social media, holdings, TV ads etc
which help them to create emotional connect with their potential customers.
People- An individual who directly or indirectly works for the company. Cadbury has
multiple manufacturing plant , various distributors etc, which plays an important role of providing
the quality products to the customers
Process- It refers to the operational activities adopt by a company which includes the
process of delivering products and services to the final consumer. Cadbury distribute their products
through various suppliers and with the help of wide distribution channel.
Physical evidence- It includes packaging method and logo of a company. Cadbury uses
various packaging methods which attracts more and more customers towards them. (Kupec, 2018)
MARKETING AND COMPETITIVENESS
Swot Analysis-
It is a tool that can help an organisation to analyze the external and internal factor that can
effect them in a positive or negative way. With the help of these an individual can easily study the
fundamentals of a company. An organisation can build their strong position in the market with the
proper Swot analysis. Unilever is a multinational company which manufacture more than 400
products under their brand label.
Strength Weaknesses
 The customers are more interested in
paying or buying their services because
they have very flexible pricing strategies
on their product as compare with the
rivals.
 They have build a reputation which helps
them to make less effort for the
promotion of their product and services.
 They are enable to focus on their each
brands or products separately because
they have a expanded product portfolio.
 They face or experienced the decrease in
their sales because when that cost of raw
materials increase they also level up the
price of their products.
Opportunities Threats
 By developing or setting-up various
manufacturing plant and store in
different country can help them in
increasing employment, and thus they
 The entry of asian multinationals into the
FMCG market segment make Unilever
to face the prospect of having a battle.
These brands are maximizing their

get cost effective workers.
 The huge rise in health conscious
consumer, thus Unilever can capture this
market segment by launching product
range that satisfy the needs and wants of
these customers.
reputation in the market that has dis-
affects their sales.
 The recent crises of covid-19 all over the
world has lead them to face decrease in
their sale which lead them to face huge
loss in their revenue.
ANSOFF MATRIX
This is a tool used by a firm to analyze and plan their strategic growth. This analysis also
called product and market expansion grid. Four strategies are present in these analysis which help
an organisation to varies the risk between quadrants. This strategies that are specified as various
situations for increasing the growth and performance of products so that a firm can know their risk
regarding all situations. Tesco is one of the famous retailing company established in united kingdom
The company is operating across world-wide. (Pawar 2020)
Market penetration
For finding new opportunities of growth before operating it become necessary for a
company to penetrate in their specific market. Firstly, tesco is a grocery retailer but later on they
captured different market segment. They introduced multiple strategies to increase their market
share, clubcard points are one of the thing they are providing to their customer. Through this card
helps them in gaining their customer loyalty. Many consumers prefer brands rather than products,
for this type of customers tesco become brand first for capturing these customers.
Product development
It is a situation where a company produce a product in a improved way and sell them in
existing market. This is a better opportunity to grow the brand value and make a new customer
base. Tesco provides many facilities such as credit cards, loans, insurance etc that is why they are
one-step solution for its customers.(Woodham, 2018)
Market development.
It is a strategy used by an organisation to introduce their existing product into new market.
Product conception, scheme and multiple distribution channels helps tesco in capturing new
customers and for developing new market base. After capturing the customers of UK, tesco took

over many supermarkets located in different countries. They have collaborated with the government
of various region which helps them in making sale to the unknown market.(Trejo-Pech and Thach
2021)
Diversification
This is the case or strategy used by a firm to introduce their new product into new market
segment. In the context of tesco, it has diversified their operation into non-food item to capture new
customer base. Later on they diversified their action by, selling books, electronics etc.
Digital marketing
This refers to advertising or promoting the goods and services develop by a company
through digital channels such as search engines, websites, social media etc. This is a vital type of
marketing techniques which help an organisation to target those customers who are more engage
on social media and other digital platforms. Some tools used in this marketing are as follow-;
1. Content marketing- It is a one way commnucation through which a company can specify
the proper information of their business. Tesco creates their official website and blogs which
help them to provide the information as much as possible.
2. Social media account- Through these communication platform a business can display their
products and services to the customers. Facebook, twitter are some applications used by
tesco to communicate with the people.
3. SEO- The function of these tool is to bring the companies website on the top of other
competitors websites. Tesco use images, keywords and up-gradation in the presentation of
their content
The online marketing plays an important role in increasing the sales, revenue and brand
value of an organisation in the market. Their are many uses of digital marketing
presents-
1. Approaching customer- Various customers come to know about tesco existence
with the help of multiple online platforms.(Wang, 2021)
2. Brand- To increase trust and the number of customer tesco can build a position of
their brand in comparative to their rivals.
3. Identity- Tesco can increase their costumers satisfaction and save their time which
can affect their brand value.(White 2018.)

CONCLUSION
The report has concluded that there are various marketing tools, strategies and models
applied which can help an organisation in their furture growth and performance. Later on
marketing mix applies 7ps that defines all elements used by the company. Swot analysis is covered
in these report which help an organisation to identify risk faced by them through external and
internal factors. Ansoff matrix is used to know the situations that can affect the companies growth
so it is a very important strategy for the company to focus on their operations and planning. Further
this report will analysed the uses of digital marketing with various tools that includes SEO etc.
finally, this report will include the reason of using digital marketing which can help them in
increasing their sales and profitability.
REFERENCES
Budnik, O., 2018. Theoretical and methodological bases of the cooperative marketing in
agribusiness. Agricultural and Resource Economics: International Scientific E-
Journal, 4(4), pp.85-98.
Ko, E., 2019. Bridging Asia and the world: Global platform for the Interface between marketing
and management. Journal of Business Research, 99, pp.350-353.
Kupec, V., 2018. First Step of Marketing Audit: Risk Analysis. Marketing Identity, 6(1/1), pp.370-
380.
Pawar, A., 2020. Evaluation of Impact of Instagram on Customer Preferences: The Significance of
Online Marketing. Varma, M., Dhakane, N., and Pawar, A., Evaluation of Impact of
Instagram on Customer Preferences: The Significance of Online Marketing. International
Journal of Scientific & Technology Research, 9(2), pp.548-554.
Trejo-Pech, C.O. and Thach, S., 2021. A review of articles in the Journal of Global Scholars of
Marketing Science (JGSMS) special issue on Marketing Management in International
Contexts. Journal of Global Scholars of Marketing Science, 31(1), pp.1-9.
Wang, C.L., 2021. New frontiers and future directions in interactive marketing: inaugural
Editorial. Journal of Research in Interactive Marketing.
White, L.A., 2018. Social marketing in the Caribbean: Philosophy, programs, projects, and
pedagogy. Social Marketing Quarterly, 24(1), pp.35-44.
Woodham, O.P., 2018. Testing the effectiveness of a marketing simulation to improve course
performance. Marketing Education Review, 28(3), pp.203-216.