Marketing Article Analysis: Environmental Forces and Challenges

This assignment presents an analysis of three articles focusing on marketing and environmental forces. The first article examines Tesco's efforts to reduce food waste, highlighting their strategies such as apps and food banks, and their commitment to the Courtauld Commitment 2025. The second article explores the impact of influencer marketing on teenagers, discussing the shift from traditional media to social media and the effectiveness of influencers in reaching Generation Z. The third article analyzes the role of social media in digital marketing, emphasizing its importance in reaching target markets, building relationships with consumers, and increasing sales. Each article is summarized and its relevance to the course is discussed, offering insights into environmental forces, marketing strategies, and consumer behavior.

Running head: ARTICLE ANALYSIS
ARTICLE ANALYSIS
Name of the Student
Name of the University
Author Note

1ARTICLE ANALYSIS
Article 1
Tesco pledges to end edible food waste by March 2018
https://www.theguardian.com/environment/2017/dec/23/tesco-pledges-to-end-edible-
food-waste-by-march-2018
Author Name – Mattha Busby, December 2017
Article Summary - The article which has been selected for the analysis is based on
the ways by which Tesco has tried to reduce the wastage of food which is fit for the
consumption of humans. The chief executive of the organization had mainly urged the
supermarket based chains so that they follow the steps which have been taken by Tesco in
order to manage the wastage which takes place in the food market. The wastage of food has
been a major issue that is faced by modern organizations in the environment. Tesco has also
faced issues due to heavy wastage of food and other food based items as well. The company
has thereby taken major steps in order to solve the issues that are being faced due to the huge
wastage of consumable food. Tesco has thereby introduced an app which helps the users or
the normal people to use the surplus food which is available for their consumption. The
company has started food banks for the underprivileged people in order to make proper use of
the food which is consumable in nature. The reduction of the charity based burdens of the
company is thereby an important part of the strategy which has been implemented by Tesco.
Tesco and the other major supermarkets of UK have signed an agreement named the
Courtauld Commitment 2025, which is based on the reduction of food waste by 20 percent.
However, the availability of surplus food in the retail sector cannot be reduced easily.
Application to the class – The study which has been made in the article is applicabke
to the subject based on the environmental forces that are able to affect the modern
organizations. The company thereby needs to take steps in order to use the extra food to solve
issues in an effective manner which are faced by people. Tesco had thereby taken major steps
in order to develop an effective framework to solve the major issues which are thereby faced
by the company due to huge wastage of food. The usage of surplus food in an effective
manner had led to the levels of services that can be received by the consumers as well. Tesco
has thereby been able to operate in the environment in such a manner which can play a major
role in providing support to the other organizations in the retail environment so that they are
able to reduce the wastage of food as well. The proper surveillance of ordering based systems
has been able to provide Tesco with a major opportunity to operate in the retail industry in a
sustainable manner. The issues which were being faced by the company were aimed at
solving in order to maintain its position in the retail based industry. The consumers are also
affected in an adverse manner by the ways by which the company faces major issues in the
operations. The wastage of food has been considered to be the e
Article 2
Why Influencers Are the Key to Marketing to Teens
http://mediakix.com/2018/03/marketing-to-teens-gen-z-influencers/#gs.hFyyfMw
Author Name – Mediakix Team, March 2018
Article Summary - The teenagers are considered to be an important part of the
consumer base of different modern organizations. The massive buying based power of these
teenagers have been able to affect the marketing based process. The buying power of

2ARTICLE ANALYSIS
teenagers has increased to around 44 Billion Dollars per year. The role which is thereby
played by the teenagers is an important part of the ways by which the companies are able to
maintain the levels of profitability. The attention span of the teenagers has however
considered to be quite low as compared to the other types of consumers. The advertisement
based activities have thereby started becoming bigger and more attractive as well. The
influencer marketing process has been analysed in the article. The article is thereby able to
depict new ways by which the organizations are able to communicate with the target audience
effectively.
The role which is thereby played by social media and digital marketing has improved
in the current operating environment of the organizations. The organizations are thereby able
to reach the Generation Z in an easier way as compared to the previous operating
environment. The new generation of consumers have also started avoiding the traditional
media based activities of the organizations. The reasons behind the effectiveness of
influencer marketing are mainly based on the ways by which it is able to affect the operations
of the modern companies with the help of proper levels of reach. The traditional media based
activities which have been done by the organizations based on television advertisements have
been avoided by the generation Z customers at alarming rates. The recent surveys which have
been made by different sources have been able to prove that around 35% of the total number
of consumers who are aged between the ages of 13 to 24 years.
Television has also become a channel of advertising which is less effective in nature.
The 18% of the Generation Z based customers and 25% of the millennials have found that the
television based advertisements are less effective in nature. The teens have thereby started
turning towards the social media in a huge manner for the advertisement based activities. The
companies are thereby able to reach the consumers of this group in an effective manner. The
news which are thereby received by the students are also based on the social media based
websites and not from the television advertisements. The teens have started making effective
distance from the traditional advertisement mediums and thereby they are turning towards the
social media based channels. The consumers who belong to the Generation Z group mainly
spend most of their time on the digital or social media based websites. The time which they
spend on social media are however not only based on the advertisement based processes of
the companies. Thereby, influencer marketing is considered to be an effective process of
reaching the teenagers with the help of proper levels of advertisements which have been
developed by the organizations.
Application to the class – The study which has been made in the article has been able
to provide an insight based on the ways by which teenagers are able to affect5 the marketing
based activities. The role which is played by the influencer marketing has also been analysed
in the article. The influencers are thereby able to develop a powerful voice with the proper
integration of effective advertisements within the online experiences of the students. The
companies thereby aim at integrating the advertisement based content within the normal
social media related content of the organizations. The connections which are thereby
established by influencers with the next generation based consumers are effective for them to
increase the awareness of the brand. The followers which are developed by the company in
the industry are thereby based on the types of content which have been formed in the market.
The brands in modern business based environment have been able to depict the importance of
the marketing based activities. The companies thereby need to develop the advertisements in
such a manner which will be helpful in developing their effective operations all over the
world.

3ARTICLE ANALYSIS
The major contribution that is thereby provided by the influencer marketing based
activities of the organizations are related to the ways by which it is able to operate in a
profitable manner. The brand based preferences of the kids of generation Z are totally
different from that of their parents. Therefore, the types of marketing strategies which were
used by the organizations previously may not be effective for the generation Z based
consumers. The companies thereby need to develop different types of advertisement based
techniques in order to operate in the industry in a profitable manner. The buying power of the
teenagers is considered to be comparatively less from the millennials. The buying based
power of teenagers is thereby expected to increase after they are able to join a particular
workforce in an effective manner. The attention of the customers is gained by the
organizations with the proper assistance which is provided by the influencer marketing
activities. The influencers are then considered to be effective messengers on the different
social media based platforms. The messengers thereby play an important role in connecting
the consumers with the organizations. The brands are thereby provided with effective support
by the influencers in order to create awareness of the products.
Article 3
Role of social media in Digital Marketing
https://www.digitalseoguide.com/social-media/role-of-social-media-in-digital-marketing/
Author Name – Arpit Singh, November 24, 2017
Article Summary - The article is based on the analysis of the role which is played by
social media in the proper organizational operations. Marketing in an organization is thereby
based on the ways by which the customers can be reached effectively with the help of
services and products that are offered to them. Marketing is can also considered to be an
effective mode of communication between the consumers and the organizations. Thereby,
digital marketing can be considered to be a process by which the services and products of an
organization can be promoted in an effective manner. The different types of media which
have been used by the companies in order to reach the consumers include, radio, TV, social
media, internet and electronic billboard. The major objective which can be effectively
fulfilled with the help of digital marketing based process mainly include, the increase of sales
based levels and further develop the revenues of the company as well.
Internet is thereby used as an effective medium by the digital marketing activities
which are performed by the companies. The different digital marketing based activities that
are used by the companies are based on the search engine based marketing, content based
marketing, social media marketing and e-commerce marketing. Digital marketing is thereby
based on the usage of digital channels in order to promote the services and products in such a
manner which can help them to reach the consumers. Social media can be defined as the
collection of different channels that can be used by the modern organizations to develop,
share and further exchange the information with the prospective consumers. The
organizations are able to build effective relationships with the customers in order to develop
an effective base. The social networking based websites are thereby able to provide effective
connections with the consumers in order to operate in an effective manner. For example, the
social media marketing based activities which are conducted by Woolworths has been able to
provide the company with high revenues and profitability in the Australian retail market.
Application to the class – The article is able to explain the role which is played
social media in influencing the marketing activities of the organizations. Social media plays
the most important role in the proper implementation of digital marketing based activities.

4ARTICLE ANALYSIS
The target market of the company is thereby reached in an effective manner with the help of
social media. The major role which can be played by social media as described in the article
are as follows,
 The target market of the company can be watched in a close and personal
manner. The needs and demands of the consumers can be analysed in an
effective manner with the help of social media.
 The issues which are being faced by the consumers in the market can be
solved in an effective manner by the use of social media. The management is
able to develop proper relationship with the consumers in order to solve their
issues. The status updates and the tweets also play a major role in the social
media based marketing activities.
 The sales of the company can be increased in an effective manner with the
help of proper marketing on social media. The companies are always
connected effectively with the target market with the help of social media. The
customers are thereby provided with opportunities in order to provide their
opinions regarding the products and services which are thereby offered by the
consumers.
 The cost effectiveness of the process also plays a major role in the social
media marketing based activities of the companies. The organizations are
thereby able to develop an effective market base with the help of cost effective
process of marketing.
 The loyalty of consumers is also an important part of the social media
marketing activities that are performed by the companies. The organizations
can take advantage of the different social media based tools in order to
improve the levels of brand loyalty in an effective manner.
 Social media is able to provide huge number of opportunities to the modern
organizations in order to increase its revenues in the industry. The reviews
which are provided by the customers play a major role in the ways by which
the company is able to operate. The opinions provided by consumers are
important for the company to provide the best levels of services to them.
 The insights which are thereby provided by the consumers plays a major role
in the improvement of services which are provided by them.
 Social media can also be used by the companies as a tool for researching the
likes and demands of the consumers. The data based on buying behaviour of
the consumers is collected by the company in such a manner which will help
in development of the products. The company is thereby able to create value
for the customers in order to develop the number of consumers in the
environment.
The article has thereby been able to provide an insight based on the proper usage of
social media by the companies in order to reach the consumers in an effective manner. The
increased use of social media is able to play a major role in the operations of the modern
companies in the industry.