Introduction to Marketing: Analysis of Marketing Strategies and Mix

This report provides a comprehensive overview of marketing principles and strategies. It begins with an introduction to marketing and its significance in business, followed by an in-depth analysis of the marketing mix, including product, price, place, promotion, people, physical evidence, and processes. The report then explores how businesses leverage marketing to maintain competitiveness, incorporating SWOT analysis to evaluate strengths, weaknesses, opportunities, and threats. The Ansoff Matrix is discussed as a tool for identifying competitive advantages and growth strategies, encompassing market penetration, market development, product development, and diversification. Finally, the report examines the role of digital marketing in enhancing business performance and growth, highlighting the use of social media and other digital platforms. The report concludes by emphasizing the importance of marketing in achieving organizational goals and provides relevant references.

INTRODUCTION TO
MARKETING

Table of Contents
INTRODUCTION TO MARKETING............................................................................................1
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Question 1........................................................................................................................................3
Marketing Mix............................................................................................................................3
Explaining how a business use marketing to remain competitive in market..............................4
Question 3........................................................................................................................................5
Ansoff Matrix..............................................................................................................................5
Question 4........................................................................................................................................6
Digital marketing to improve performance and growth..............................................................6
CONCLUSION ...............................................................................................................................6
REFRENCES...................................................................................................................................8
Books and Journal.......................................................................................................................8

INTRODUCTION
Marketing is a term which advert to activities a company or any organisation proceeds to
boost up and upgrade the buying and selling of a goods, services and products. This is the
concept which is acquired for introducing the goods and services in the market and towards the
targeted consumers in order to raise or increase the efficiency and profitability (Baker and Saren,
2016). In this context there is explanation about the marketing mix and the factors that will going
support the company to get more opportunities and get competitive advantages in the market.
Also, there is explanation on Ansoff matrix that will help any organisation to find competitive
advantages.
MAIN BODY
Question 1
Marketing Mix
Marketing mix include or engage several area or domain of marketing plan. The concept
marketing mix advert to a general classification that consider four ps and that is product, price,
placement and promotion. Marketing mix also advert to the group of activities that any
organisation used to upgrade their goods and services. There are 7ps that are applied or used to
make the consumer value that are mentioned below:
Product: Product is a term that advert to complete products that are used to fulfil and
complete the needs and requirements of the consumers. This is the tangible item which is capable
to complete the requirement and demands of the customer. This will going to provide the value
and option in order to create large customer base.
Price: Price that advert to or defined as monitory cost that is set by the company on their
product in order to sell their goods. Price of any goods and services should be low so that it can
cater high value as compared to price ( Dunnett, Hamilton and Piacentini, 2016). These strategies
lead to purchase the goods by the organisation.
Place: This is kind of good sold which is much essential to consider when identifying the
area or place of distribution. It is very required for the company to find that location or that place
which is at good location so an consumers can purchase the goods easily and easily accessible
for them.

Promotion: Promotion is the activities which are used to boost or upgrade the goods and
services in order to reach with more consumers and represent the products and goods in the
market. Promotion strategies include advertisement, sales promotion, public relation, through
social media platform and many more.
People: people are the one that are present in the organisation like workers, staff and
outsiders like stakeholders, shareholder, consumers (Giovanardi and Lucarelli, 2018). These are
much important because as they are involving and engaging themselves in order to earn the
profit and sell their goods and services in the market.
Physical evidence: This is the one that is cater ideas and options of related company or
brand that is present in the market. This shows the evidence of the brand that is available on the
product packaging , invoice, brochures and etc. This will provide the evidence about the products
and services.
Processes- This is the programme that create or make the consciousness in the market
about the goods and services which support the company to raise the sales and productivity of
the goods. These operations and activities is done by the use of social media platform,
advertisement and several more techniques of marketing.
Question 2
Explaining how a business use marketing to remain competitive in market
Organisation required to follow few strength of their organisation in order to raise the
sales. SWOT analysis help the company to analyse and evaluate the strategies and which are
mentioned below:
Strength
An effective and reputed company can use
their brand name in order to get wide customer
base. These strategy help the company to get
more opportunities and get competitive
advantages. From these strategies an
organisation is become capable to cater better
quality of the goods and services and grab
wide customer towards the organisation.
Weaknesses
There are few weakness of the company
because of dynamics and instability in the
industry or in the market that can make or lead
to loss in the company. Due to dynamics and
disorder in the market it create negative impact
on the company and on their operations.
Another factors is less effectiveness in the
talent management of the company and also

complex in supply chain so these are the
factors that create impact towards getting any
competitive advantages (Ibrahim and
Ganeshbabu, 2018).
Opportunities
trends and new technologies in the
organisation create several opportunities for
the business in order create and increase the
profitability of the company. It also increase
the efficiency and effectiveness of the
company.
Threat
Raising Competition in the market become
major threat for the company and create huge
impact on the company towards their
opportunities and profitability in the market.
Question 3
Ansoff Matrix
Ansoff matrix is the concept or tool that help the company to analyse and identify the
competitive advantages and effective strategies for the growth and development. This concept or
model advert to the communication tool and effective strategies in order to see the aspects of
growth and development in the company(Lou and Yuan, 2019) . This strategies include few
strategies and model and that is market penetration, market development, product
development,and diversification. This concept help the company to increase their profitability
and raise the competitive advantages towards the company.
Market Penetration: This strategies is concentrating on raising the sales and profitability
of the existing goods to an existing market. This will enhance the effectiveness of the existing
goods in the market towards the growth and development.
Product development: This strategies or concept focusing on introducing or launching of
new goods and services to an existing market. That means this concept gives new opportunities
and taste in the old or exiting market in context of trends and change.
Market development: This strategies is concentrating on market development means its
focusing on entering into fresh market using current and old product in order to create wide
customer base.

Diversification: This strategies or model is focusing on new audience with new market.
This strategy increase the profit margin of the company with several opportunities. This will also
raise the competitive advantages of the company. Also, it will raise the image and reputation of
the company.
Question 4
Digital marketing to improve performance and growth
Digital marketing is a very effective concept and way to improve and raise the
performance and growth of the company. It will help the company to do marketi9ng in a very
effective way and reach with more consumers. This is the platform that is used or applied for
generating more revenues and profitability in the market. Digital marketing use several kinds of
platform that help the company to reach with more consumers and create more customer base
and that is social media platform, email, and some more platform. Social media platform is more
effective platform because now a days, almost population use social media platform in order to
connect with the people so for connecting with customer it is the best platform. Social media
platform include Instagram, Facebook, twitter, you tube and many more (O'Cass and Morrish,
2016). These are the platform that will help and support the company to raise their performance
level and grow in the market with large customer base. Digital media connect the individuals and
maintain the relationship among them. Digital marketing also serve or help interaction across the
political, economic, cultural, and also enhanced or develop the understanding among them.
Digital marketing is very cost effective and also help the organisation to save money and create
or receive more leads (Terech, 2018). As traditional marketing is less effective and take so
much efforts. Digital marketing is measurable means when the organisation invest their money
towards the market campaign so it is become much important for the organisation to know that
strategy is growing or driving correctly and help the business to grow and develop in the market.
The most important advantage of digital marketing is its help the company to evaluate the
outcomes of the company. Also , it will allows the organisation to target the ideal and loyal
customer so that they can earn more profit and reach with more customer.
CONCLUSION
From the above mentioned report, it has been analysed that marketing plays an important
role towards the growth and development of the company. There are several kind of marketing

strategies that help the organisation to cater better outcomes for the company. This report
analysed and evaluate about the importance of marketing mix and the advantages of the
marketing mix. It will cater several advantages to the company in order to get competitive
advantage. There is also explanation about the Ansoff matrix that will provide and help the
company to identify the competitive advantages of the company.

REFRENCES
Books and Journal
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Dunnett, S., Hamilton, K. and Piacentini, M., 2016. Consumer vulnerability: Introduction to the
special issue.
Giovanardi, M. and Lucarelli, A., 2018. Sailing through marketing: A critical assessment of
spatiality in marketing literature. Journal of Business Research, 82, pp.149-159.
Ibrahim, S.S. and Ganeshbabu, P., 2018. A Study on Impact of Social Media Marketing Trends
on Digital Marketing. Shanlax International Journal of Management, 6(1), pp.120-125.
Lou, C. and Yuan, S., 2019. Influencer marketing: how message value and credibility affect
consumer trust of branded content on social media. Journal of Interactive
Advertising, 19(1), pp.58-73.
O'Cass, A. and Morrish, S., 2016. Anatomy of entrepreneurial marketing. Journal of Strategic
Marketing, 24(1), pp.2-4.
Terech, A., 2018. Na Introduction to Marketing and Branding. Fundamentals of Community-
Based Managed Care: a Field Guide. Journal of the American Society on Aging, 3.