Report on Marketing Principles and Techniques for Arcadia Company

This report provides a comprehensive overview of marketing principles and techniques, focusing on their application to the Arcadia Company, a fashion retailer in London, UK. The report delves into the marketing concept, market segmentation (geographic, demographic, psychographic, and behavioral), and the marketing mix (product, price, place, and promotion). It explores the aims and methods of market research and analysis, including primary and secondary research methods, and the use of tools like SWOT analysis. The report also examines e-marketing methods and strategies for managing a business's online image. Furthermore, it discusses the interpretation of market research findings and their implications for business strategy, highlighting the importance of understanding market trends and customer preferences to achieve business success. The report concludes by emphasizing the crucial role of marketing in the success of any business.

MARKETING PRINCIPLES AND
TECHNIQUES

Table of Contents
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
1.1 Marketing Concept...........................................................................................................4
1.2 Market Segmentation........................................................................................................4
1.3 Marketing Mix..................................................................................................................5
TASK 2............................................................................................................................................6
2.1 Aim of Market Research and Market Analysis................................................................6
2.2 Market Research Methods................................................................................................7
2.3 Market Analysis Tools and Techniques...........................................................................7
TASK 3............................................................................................................................................8
3.1 Methods used for E-marketing.........................................................................................8
3.2 Ways to manage Online image of Business.....................................................................8
TASK 4............................................................................................................................................9
4.1 Use of Market Analysis Techniques.................................................................................9
4.2 Interpretation and findings of Market Research and Market Analysis.............................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

Illustration Index
Illustration 1: Market Segmentation................................................................................................7
Illustration 2: SWOT Analysis.........................................................................................................9

INTRODUCTION
For effective business management, understanding marketing principles and techniques is
very important to make it successful in the target industry. This report will discuss about the
concept of marketing and its application used by Arcadia Company located in London, UK
which is a fashion retailer store. It will also explain market segmentation and marketing mix for
the business. This report will focus on various methods of research and its market analysis. It
will also explain different methods used for e-market products and services of respective
businesses.
TASK 1
1.1 Marketing Concept
Marketing is the study which is used by the owner of the business to increase its products
and services in the target market to enhance its sales and profitability rate. Marketing is used to
create, keep and satisfy their customer (Lees-Marshment, 2014). To plan strategies is the main
objective of this process which can help the business to raise the standard of their services.
There are various ways in which organization can do marketing, for example, by posters, direct
mailing, by organizing campaigns, through advertising, etc.
The marketing concept is a philosophy which is used evaluate the needs and preferences
of their customers and then make decisions accordingly to satisfy those needs, better than the
competition. For Arcadia company it is very important to follow the current trends as it a
fashion retailer store (Rivera, 2017).
1.2 Market Segmentation
Market segmentation is a type of process which is used to divide customers or business
market into different groups known as segments based on some shared characteristics, for
example, according to their preferences, income group, locations, etc (Domegan and Hastings,
2017). There are four different types of segmentation which can be implemented by the business
owner to target their customers, such as,
Geographic segmentation
In this segmentation, customers are divided
into groups on the basis of their locations
which can be a state, region, community, etc.
This method helps to provide services
according to their customers.

Demographic segmentation
This is the most common type of segmentation
which is used in businesses. This is based on
several traits, for example, family size, gender,
age, income, religion, race, occupation,
nationality, etc (Armstrong and et.al, 2015).
Psycho graphic segmentation
This segmentation is based on their customer's
behavior on their products and services. This
can help the Arcadia Company to produce
products which can fulfill their needs and make
them satisfy (Chernev, 2018).
Behavioral segmentation
In this method, customers are grouped on the
basis of their personality, lifestyle, attitude and
their brand loyalty towards their company's
products. As these characteristics has an
influence on the buying decision and habits of
the customers (Thakur, 2016).
1.3 Marketing Mix
It is a process which is used by Arcadia company to combine various factors which can
be controlled by them to influence their consumers to purchase their products and services.
There are basically 4 P's of marketing mix, for example,
Product Price
This includes all the products of the company.
Arcadia should ensure that they are providing
the right product to their customers (Hennink-
Kaminski and et.al, 2017).
Pricing strategies of the company should be
affordable to their customers so that they can
easily buy their services.
Place Promotion
This is the factors which measures their
products rate which are being sold in the
market. It should be easily accessible for their
In this method, various promotional activities
are carried out by Origin Company to promote
their services and products in the market. It

customers to buy it. should be done effectively to reach to their
customers (Scovotti, 2016).
TASK 2
2.1 Aim of Market Research and Market Analysis
Market research and market analysis is used by the owner of the business to fulfill their
objectives and goals. The main purpose of market research method is to gather data on customers
and potential customers. These will help the company to make effective decision-making
processes which can be beneficiary for Arcadia company. While in market analysis is a
quantitative and qualitative analysis which helps the company to determine the effectiveness of
their business in the market for their customers (Dogramatzis, 2015). It also helps to evaluate
their current position in the industry. The main aim to apply market research and marketing
analysis in the business is to increase their productivity and gain a good profit.
Illustration 1: Market Segmentation
Source: (Market Segmentation – Definition, Bases & Types, 2018)

2.2 Market Research Methods
There are basically two methods which can be used by the company to market research,
i.e., primary and secondary method (Surugiu and Surugiu, 2015).
1. Primary Research Method: This research is done by the owner of the business itself with
the aim to gather information which can be used by them for the improvement of their
products and services. It can be done through surveys, interviews, etc.
2. Secondary Research Method: This method focuses on data or information that was
collected by other people and is available for either free or paid use for others. This
method takes into account many sources for collection of information which includes,
government data, office data, newspapers, magazines, the internet, etc (Lees-Marshment,
2014).
2.3 Market Analysis Tools and Techniques
There are various marketing analysis tools and techniques which can be used by the
organization, such as, SWOT and PESTLE analysis, Ansoff's growth matrix, BGC method, etc.
 SWOT analysis method : This is the most effective method for Arcadia company to
implement into their business as it will help them to give information related to their
strength and weakness along with opportunities and threats (Rivera, 2017).
Strength Weakness
 Arcadia have varieties of products
available dot their customers.
 Their pricing is very affordable.
 They have very weak or poor strategy
related to their promotion of products
and services in market.
Opportunities Threats
 There is a huge scope to expand their
business in different cities.
 Great demand of innovative products as
fashion is continuously changing.
 There are so many competitors present
in the market.

TASK 3
3.1 Methods used for E-marketing
E-marketing is the best way which Arcadia company can implement in their management
system. There are various methods which can be opted by the company, for example, by making
their own website which gives all the related information about their products and services, such
as, prices, quality, etc. Other option in e-marketing includes, social media platform which has
several tool like, Facebook, Twitter, Instagram, etc. which can help the organization to promote
their products in market. This ensure that customers are getting news of their services and offer
which they provide to them (Domegan and Hastings, 2017).
3.2 Ways to manage Online image of Business
Keeping a good record of the Brand Image in market helps any business to stay in top
positions in the market. There are so many ways in which Arcadia company can maintain their
online image in the industry. It can be achieved by putting attractive advertisements of their
Illustration 2: SWOT Analysis
Source: (SWOT Analysis: Focus your efforts in areas that
deliver results,2017)

products which provides them discounts and offers on internet using social media platform. E-
marketing has made promotional activities so easy for the business. These methods also helps
them to communicate with their customers and improve their services according to their feed
backs. It helped them to earn a good revenue and profit from it ( Hennink-Kaminski and et.al,
2017 ).
TASK 4
4.1 Use of Market Analysis Techniques
There is a great importance of market analysis for Arcadia company's business. It will
help them in various ways, for example,
 It will provide information of the latest trends in market.
 It helps to analyze their strengths, weaknesses, opportunities as well as threats.
 Give market information on various product prices.
 Helps in market segmentation.
 It encourages a healthy communication with their customers by knowing their likes and
preferences (Scovotti, 2016).
4.2 Interpretation and findings of Market Research and Market Analysis
From the market research and market analysis it can be interpreted that it plays an
important role for any business to have a good reputation in the market which will enhance their
brand image. These methods also help to increase the production rate of the company. By
implementing all the information gathered the research, for example, their customer's feedback
which will help them produce products which will fulfills their requirement (Dogramatzis, 2015).
CONCLUSION
From the above report it can be concluded that marketing plays a crucial role to operate
any business successfully in the target industry. The owner of Arcadia company have to
understand the marketing concept which includes, market segmentation and marketing mix to
successfully run his business. This report also explains about various methods of research and
market analysis such as PESTLE, SWOT, Ansoff's growth matrix, etc through which they can
evaluate their strength and weakness. It also discussed about the e-marketing processes of
company to promote their services and products in market.

REFERENCES
Books and Journals
Armstrong, G. and et.al., 2015. Marketing: an introduction.
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
Dogramatzis, D., 2015. Pharmaceutical marketing: a practical guide. CRC Press.
Domegan, C. and Hastings, G., 2017. Social marketing principles. In Social Marketing (pp. 26-
51). Routledge.
Hennink-Kaminski, H. and et.al., 2017. Social marketing approaches to nutrition and physical
activity interventions in early care and education centers: A systematic. Obes Rev.
18(12). pp.1425-1438.
Lees-Marshment, J., 2014. Political marketing: Principles and applications. Routledge.
Rivera, J., 2017. Marketing Principles.
Scovotti, C., 2016. Experiences with flipping the marketing capstone course. Marketing
Education Review. 26(1). pp.51-56.
Surugiu, M. R. and Surugiu, C., 2015. International trade, globalization and economic
interdependence between European countries: Implications for businesses and marketing
framework. Procedia Economics and Finance. 32. pp.131-138.
Thakur, M., 2016. Impact of green marketing on consumer behaviour in modern world–a case
study with reference to retail and consumer durables. Int. J. HIT. TRANSC: ECCN. Vol.
2(2A). pp.77-84.
Online
Market Segmentation – Definition, Bases, Types & Examples. 2018. [Online]. Available
through: <https://www.feedough.com/market-segmentation-definition-basis-types-
examples/>
The Marketing Mix (The 4 P's of Marketing). 2014. [Online]. Available through:
<http://www.netmba.com/marketing/mix/>