Marketing and Entrepreneurship: Analysis of Marketing Strategies

This assignment delves into various aspects of marketing and entrepreneurship. It begins by examining a non-profit organization, Charity Water, and its implementation of marketing concepts, analyzing the exchange taking place and the organization's goals. The assignment then explores a new product launch by Peter Ice Cream Company, focusing on its collaboration with Arnott's and the target market. It proceeds to address how a company could estimate income distribution in specific geographic areas, detailing the methods and metrics involved. The analysis continues with an examination of mass marketing strategies employed by companies like Coca-Cola, Lego, and P&G, including segmentation approaches. Finally, the assignment discusses the impact of worldwide demographic trends on international marketing opportunities, highlighting industries poised to benefit from the aging baby boomer population, such as healthcare and retail. The assignment draws on several academic references to support its arguments.

Running head: MARKETING & ENTREPRENUERSHIP 1
Marketing and Entrepreneurship
Name:
Institution Affiliation:

MARKETING & ENTREPRENUERSHIP 2
Activity 1. Find a non-profit organization which implements the marketing concepts. What
is the exchange taking place? What is the profit they seek? Do they apply the marketing
concept? How can you tell?
The organization that are non-profits are becoming important part of the society. They provides
services which are not provided for the profit sector. An example of a NGO which implements
on the marketing concept is the charity water. This organization has had campaigns particularly
to thank their supporters who had helped them in raising of the forty two thousand million
dollars which were needed to begin on the water project for more than two million individuals in
need of it (Akaka, Vargo & Lusch, 2013). The exchange which took place was the company
produced video as well as giving the employees with the freedom to publish the content which
would connect on their supporters to enable them get the necessary funds for the project of
providing water to the various households. The profit the company seek would to help the
company to buy a new drilling rig fleet which would help to provide clean water for the forty
thousand individuals each year in the Northern Ethiopia (Akaka, Vargo & Lusch, 2013).
Through their marketing concepts the organization was able to raise over 1.2 million dollars and
they were able to buy the two rigs drills they intended. I think they applied the marketing concept
because they were able to get the funds they wanted to buy the rig drills.

MARKETING & ENTREPRENUERSHIP 3
Activity 2
Peter Ice Cream Company has launched a new product line of their business. The ice cream has
iconic biscuits flavours that include the wagon wheels, iced Vovo, Mint Slice as well as the
Caramel Crowns. This may sound simple but the challenge the company has encountered was to
make sure that the flavours were true to the biscuits. When one tasted on the products in the
range, they are transported to eating one of their favorite biscuit. The launch of this new product
was in partnership with Arnotts and both they have a heritage in the Australian Aussie taste.
Arnott Company has worked toward the transferring of the flavor of the biscuits. Peter
organization perfected on the frozen experience of this new product. The product has four
delicious treats which are available to every individual who post dinner treat. This product target
the middle age segment (Viegas, 2014). The company knows that food may evoke on a strong
sense of the memory therefore they intend to brig that perspective back through the ice cream
made of biscuit flavours. With this new product they want to bring back the flavours which bring
back some of the classic moments along with sparkling of some friendly competition between
the flavours. I think the organization will be successful in that it has establish a collaboration
with another company which has enabled it to join the forces in regards to the resources and be
able to launch a new ice cream line (Kiel, 2014). The company worked with Arnott’s
organization who were involved in the transfer of the flavours of the biscuits to the ice cream,
while Peter’s organization they perfected on the quality frozen. This product aims is to take an
individual of the feeling of the past products which they ate while still young. It would take them
to the childhood they experienced since they would take various range which at some point in
their childhood ate the biscuits (Kiel, 2014). Additionally, through the collaboration that Peter
has joined there are more resources which are involved particularly for the making of the

MARKETING & ENTREPRENUERSHIP 4
products, as well as advertisement purposes. There is no competition between these two brands
they hence they will focus on making the launch of the product a success as they would have a
wider market share (Kiel, 2014). It is important to note that Peter Ice Cream brand has a strong
role all across the diverse range of the sectors as well as reflecting on the long term commitment
of the Australian food industry.

MARKETING & ENTREPRENUERSHIP 5
Activity 3. If a company is interested in estimating the distribution of income in the
Northern Territory or New Zealand’s Northern Island, how could it proceed? Be specific.
For a company seeking to know the estimate of the income in Northern Territory they need to
proceed as follows; the first thing is for the company is to get the mean equivalised disposable
household income in all the households in that area (Saez & Zucman, 2016). The difference
between the lower and the higher level would show an asymmetric distribution of the income
which would be relatively smaller for the number of individuals who have a higher household
incomes, and the large number for the individuals who have a lower household’s income (Lam &
Harker, 2015). The company will then need to use the percentile ratios which are a measure of
the spread of the income which is across all the population. Moreover, the company can measure
the distribution of the income through the income shares which is going to the groups of the
individuals at the various different points in the distribution of the income (Saez & Zucman,
2016). This is where the Gini coefficient would come in to play since it measures how the
income is distributed in a given place. It is usually calculated through finding of the income of all
the individuals in a given are such as the Northern territory and this data is expressed in terms of
the cumulative percentage of individuals against the cumulative share of the income earned by
those households (Atkinson & Bourguignon, 2014). This would provide a Lorenz Curve, which
will indicate the proportion of the income of the poorest individuals, middle income as well as
the richest individuals in that place. there are always the poor and the rich but we are interested
on how the income is distributed and most of the government put a lot of effort to make sure that
the coefficient is much lower as possible.

MARKETING & ENTREPRENUERSHIP 6
Activity 4
Some of the companies I have identified are Coca-Cola, Lego and P& G. from the review of
their website I have done my own analysis and discovered these companies uses mass marketing
approach. The mass marketing have been used by the companies particularly when they decided
to ignore on the market segment differences and appeal the whole market with one strategy in
order to broadcast their message and reach large number of individuals as possible. In terms of
how they segment their market I can rank these companies from P&G, Coca-Cola and then Lego.
On the recommendation there are various ways in which companies may segment further; one
way would be to create a granular list where by a company could use segmentation to make
some smaller specific lists (Kilenthong, Kilenthong, Hultman & Hills, 2016). A company can
create a list of decision makers at their companies who live in certain regions and this would
enable you to target communications on granular level. This way these individuals would want to
partners with the organization and consequently expand on the market share. Another way would
be the use of the product and the brand use status (Lam & Harker, 2015). This is one easiest way
to segment a market further since the users of a given product or the brand have common
characteristics or perhaps common experience. Another way could be through power structures
where the influential of the organizational units could vary and hence impacts on the purchasing
approaches.

MARKETING & ENTREPRENUERSHIP 7
Activity 5
Discuss how worldwide demographic trends are affecting opportunities for the
international marketing and which industries are set to benefits from the ageing baby
boomers.
There has been drastic demographic transition in the world today. Various countries are at
different stages of the demographic change in the trend. There are various trends which affects
the opportunities in the international marketing such as the demand trends, the supply trends and
the external factors. These trends in one way or another affect on the performance of the
international marketing (Czinkota & Ronkainen, 2013). When it comes to the demand trends,
there are billions of the new consumers who are surging up every year in the world, hence there
arises a need for the global products or perhaps services which will arise. Additionally, there has
been shifting in the demographics in the world, individuals hardly stay at a given geographical
location, since there is rise in the digital consumers where the world has gone global as a result
of the technology, the modernization as well as the focus of the trade which is expanding to the
higher pace (Czinkota & Ronkainen, 2013). When it comes to the supply trends, there has been
more volatile inputs cost which needs to be considered, in addition to the scarcity of the labor
particularly in the emerging markets. On the external factors it includes the tax regimes as well
as increase in the trade protectionism. Other trend would be the ration of the children to the older
citizen has been declining. It has been found that the ratio of the children to the older citizens
stands at 3:1 but this is continuing to decline. It is estimated that by 2040, there would be older
citizens than the children (Hansen, 2017). The demographic trends as well as the forces militate
against their participation when it comes to the international business. Moreover, to reach to the
global world requires a much strong marketing strategy.

MARKETING & ENTREPRENUERSHIP 8
As a result of the dramatic changes around the globe and the aging of the baby boomer market,
there are various industries that are set to benefits which include the consumer packaged goods,
retail, the financial service, automotive, hotel and lodging as well as the healthcare. These
industries will have to focus with the ever greater savvy when it comes to the needs of very
different types of the senior consumers: one with the shifting biological, social, economic,
psychological as well as the needs and the expectations (Hansen, 2017). Currently, the global
population is aging and it is living longer as a result of the improvement in the health care and
the nutrition. The seniors are growing economic force which will transform various industries
unlike any prior shift in the demographic in history. This will be from the healthcare to retail,
from the travel to the financial services as well as the entertainment to electronics. The aging
clients are beginning to demand on the services and the goods which are tailored to their needs.

MARKETING & ENTREPRENUERSHIP 9
References
Akaka, M. A., Vargo, S. L., & Lusch, R. F. (2013). The complexity of context: A service
ecosystems approach for international marketing. Journal of Marketing Research, 21(4),
1-20.
Atkinson, A. B., & Bourguignon, F. (Eds.). (2014). Handbook of income distribution. Elsevier.
Czinkota, M. R., & Ronkainen, I. A. (2013). International marketing. Cengage Learning.
Dimofte, C. (2014). BA 627 Marketing Management, Sections 1 and 2.
Gilmore, A., McAuley, A., Gallagher, D., Massiera, P., & Gamble, J. (2013). Researching
SME/entrepreneurial research: A study of Journal of Research in Marketing and
Entrepreneurship (JRME) 2000-2011. Journal of Research in Marketing and
Entrepreneurship, 15(2), 87-100.
Hansen, D. D. J. (2017). MARKETING CONCEPTS.
Kiel, I. H. (2014). Entrepreneurial marketing.
Kilenthong, P., Kilenthong, P., Hultman, C. M., Hultman, C. M., Hills, G. E., & Hills, G. E.
(2016). Entrepreneurial marketing behaviours: impact of firm age, firm size and firm’s
founder. Journal of Research in Marketing and Entrepreneurship, 18(1), 127-145.
Lam, W., & Harker, M. J. (2015). Marketing and entrepreneurship: An integrated view from the
entrepreneur’s perspective. International Small Business Journal, 33(3), 321-348.
Qureshi, M. S., Aziz, N., & Mian, S. A. (2017). How marketing capabilities shape
entrepreneurial firm’s performance? Evidence from new technology based firms in
turkey. Journal of Global Entrepreneurship Research, 7(1), 15.
Saez, E., & Zucman, G. (2016). Wealth inequality in the United States since 1913: Evidence
from capitalized income tax data. The Quarterly Journal of Economics, 131(2), 519-578.
Viegas, C. M. D. O. (2014). Marketing in entrepreneurship: the importance of an
entrepreneurial marketing in new ventures (Doctoral dissertation, Instituto Superior de
Economia e Gestão).