Marketing Mix Portfolio: Competitive Advantage Analysis of Companies

This portfolio examines the marketing mix of five different organizations: British Airways, Tesco, Marks and Spencer, Oak Tree Inn, and Zara. It begins by defining the marketing mix and its components: product, price, promotion, place, and people. The analysis of British Airways focuses on product strategies such as eco-friendly measures, quality services, and the use of advanced technologies. Tesco's pricing strategies, including market penetration, competitive pricing, and value-based pricing, are discussed. The portfolio then explores Marks and Spencer's promotional strategies, including digital marketing, search engine optimization, email marketing, and social media marketing. Oak Tree Inn's place strategy, focusing on its location and tourism services, is presented. Finally, Zara's people strategy, emphasizing employee training and customer service, is examined. Each section provides definitions, components, advantages, and relevant marketing theories to demonstrate how each organization utilizes the marketing mix to gain a competitive advantage. The portfolio offers a comprehensive overview of how these companies leverage the marketing mix elements to achieve their business objectives.

PORTFOLIO OF
EVIDENCE

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Determine the 5 P’s of the marketing mix including examples of 5 different organisation with
the definition of the marketing mix, components associated, advantages of the specific market
mix and marketing theories.........................................................................................................3
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is an important tool which starts right from the production to delivering the
offerings to the end customers. Marketing helps in the proper functioning of the organisational
objectives by proper coordinating different activities and rightly deliver the organisational
objectives. Marketing helps attract and engage with the stakeholder of the company to boost their
interest in the organisation. The marketing mix is a tool that involves product, price, promotion,
place, people these components are the determinants that defines the marketing strategic and
effective marketing offering which to be delivered to the end customers. Marketing helps to
engage with the end customer and build customer relationships. This report cover, 5 P’s of
marketing mix in the context of different companies. It defined that how each of the components
of the marketing mix is used by specific organisation including advantages and theories applied
to achieve the organisation objectives. 5 P’s of marketing mix such as Product, Price Promotion,
Place, People in the context of different organisations such as British Airways, Tesco, Marks and
Spencer, Oak Tree Inn, Zara respectively (Bahadir, Bharadwaj and Srivastava, 2015).
MAIN BODY
Determine the 5 P’s of the marketing mix including examples of 5 different organisation with the
definition of the marketing mix, components associated, advantages of the specific market mix
and marketing theories
Marketing mix is the accumulation of different marketing components which are the
foundations of any business in order to promote and deliver the marketing message to its
customers. These components include price, place, promotion, people, product which are
discussed below briefly:
PRODUCT
Product is the marketing mix is defined by the market offerings if the company which and be
both tangible and intangible, it is the purpose if the sales and generates revenue to the business
(Bianchi and Tallon, 2019).
In the context of British Airways which is an international airline company based out of UK,
delivers flight services at low fares without compromising on the quality of the services. British

airways deliver products such as flight services ranging from economy to business class
pertaining to the charges, hotel services and car facilities. In order to fulfil the market and
acquire customer market share. British airways use following strategies of making the product
and services look more effective and innovative to attract the customer segment. These strategies
involve:
Eco friendly measures
With the rising environmental issues and concerns. British airways take different measures in
order to promote the concept of environment friendly products and services. It recycles the waste
generated out from business activities like old trashed newspapers, cups, plates etc. and recycles
it for better purpose. Moreover, the company uses the idea of accepting digital payments in order
to reduce the use of papers. Other environmental friendly measures include the estimating the
amount of noise level and pollution emitted about by the airbuses and complies with all the
pollution control norms from by the airbuses framed by EASA and the government bodies
(Braciníková and Matušínská, 2017).
Quality flights, hotel, car services
British airways deliver products and services which involve flights, hotel and car services to its
customers. It renders quality services by maintain cleanliness and proper food services. For
delivering the food, British Airways uses the concept of vegan product that involves plant based
ingredients in the food items. The other services offered by British Airways involves hotels
services and flight services. The airbuses of British Airways are large and well occupied, with
comfortable seats, proper sanitation with deployed air hostess catering to the needs and
improving the customer experiences. British Airways renders car services for the tourist to tour
and travel around different places. The hotel facilities include attractive packages with large
spacious room, modern concept of interior decoration, king sized beds, clean linens, clean
washroom, timely housekeeping facilities with highly efficient employees to take the booking
and managing the experiences of the customers. Rooms are offered in accordance to the
willingness to pay by the customers, the customer who pay higher charges they are given
comparable more luxurious room and facilities (Dadzie and et.al., 2017).
Advanced Technologies

For improving the customer experiences services, British Airways deploys latest technologies
like cloud computing and customer relationship management software. Where customer
relationship management is a software which collects all the relevant information of its
customers and send timely update to the customers about the offerings it the company. It also
becomes easy for the business to engage with each specific customer, where CRM software
renders complete information about the customers pertaining to the services taken by them and
send them related product offerings updates which best suits their desires and amount they are
willing to pay. CRM software helps are the best tools which helps to engage with customers and
effectively communicate with the customers to improve customer engagement (Datta, Ailawadi
and Van Heerde, 2017).
PRICE
Price is the key element of the marketing mix which determines the profitability of the business.
It is that amount which the business charges from the customers against the purchase of the
market offerings delivered by the company.
Tesco is a multinational retailer famously known for delivering grocery item and home
appliances to the customers. It is an organisation based out of UK with rendering quality
products and services to the customers worldwide. The pricing policies used by Tesco involves
setting the best prices which covers the cost and renders profitability to the business. The right
price helps to acquire competitive advantage and market positioning The pricing strategies used
by Tesco are as:
Market penetration
Market penetration pricing strategy is defined by setting the right prices of the products and
services which acquires the market position and earn competitive advantage. Tesco sets low
prices of the products with the sole motive of increasing the number of customer engagement of
the company. Market penetration pricing policy helps Tesco to promote the market offerings
with low prices and quality products in order to acquire market share (Festa and et.al., 2016).
Competitive pricing

Competitive pricing policies used by Tesco involves following the pricing policies of the
competitors. Tesco scrutinises the prices of the related goods set by the competitors and renders
effective prices which are better than its competitors to acquire market positioning.
Value based pricing
Value based pricing is a pricing strategy which involves setting the pricing of the products and
services which best suits the customer perceived value. Here, customer perceived value is been
determined by the customer perception of the desired product and service, that what actually
customers perceives the prices of the product pertaining to the uses of products. The marketers in
Tesco identifies the customer perceived value by conducting market research and sets the prices
of the products in accordingly, it helps to acquire the customer satisfaction and increases the
number of customers which further boost the sales and profitability of the business (Hanssens
and et.al., 2018).
Price skimming
Price skimming is the pricing policy which is determined by setting the prices of the products at
higher prices and then cutting down the prices of the products to satisfy the other customers.
Tesco uses pricing skimming pricing policy while delivering new product in the market where it
charges high prices of the products and services initially to generate revenue and later reducing
the prices of the products to satisfy the other customers.
Cost based pricing
It is the pricing strategy used by the Tesco, where the prices of the products are set in accordance
to the cost incurred from production to the delivery units. Tesco charges prices of the products in
accordance cost incurred right from production, supply chain till bring the product to the sales
points. Using cost based pricing helps the business to recover the cost and attain profitability
(Kraus and et.al., 2016).
Geographical pricing
Geographical pricing is the pricing strategies which involves setting the prices pf the products
and services in accordance to specific geographical areas. Tesco uses geographical pricing

strategies which involves rendering prices of the products varying at different geographical
locations, as the demand of the product in one place might not be the same at all places.
PROMOTION
Promotion is the component of marketing mix which is defines as communicating to the and
customer and delivering the benefits and uses of the marketing offerings in order to influence
and attract the targeted customer towards the brand.
Marks and Spencer is a British multinational organisation based out of UK, it is famously known
of selling fashionable apparels and accessories apart from that it renders food services and
banking services. In order to promote its products and services to the ned customers, Marks and
Spencer uses different promotional tool such digital marketing techniques in order to promote
the marketing offerings of the company (Lahtinen, Dietrich and Rundle-Thiele, 2020). These
promotional strategies are discussed below:
Digital marketing
Digital marketing is the tool of prompting the goods and services of the company by using
internet platforms. Marks and Spencer uses internet platform for engaging with the customers
with helps to connect to large number of customer in limited time span which contributes to the
profitability of the business, internet platforms also help to saves the unnecessary cost incurred
for advertising the product and services. Marks and Spencer has their own online store where it
renders the same offerings as in the physical outlets. It helps the customers to take services of the
company irrespective of the location through their electronic devices. Wherein the customer
orders desired products and the company delivers the products at the doorsteps. These online
promotional tool helps to reach to large number of customer where the company uses different
promotional tool such as discounts, rebates, new products etc. Marks and Spencer also collects
valuable feedbacks and ratings of the customer experiences (Pantano, Priporas and Migliano,
2019). Other digital marketing techniques used by Marks and Spencer are as:
Search Engine optimisation
Search engine optimisation is the technique of customising the search results in search engines,
so when customers searches for the related brand in the internet, these suggestions of the

company gets into the screens. Marks and Spencer coordinates with search engine companies
like Goggle to customise the search results, it involves huge investment but it the most effective
techniques of promoting the goods and services of the company.
Email marketing
Email marketing is the marketing tool which involves delivering the direct message to the
selected customers. Marks and Spencer uses email marketing to engage with the target customers
and interacting them by delivering them all the necessary information about new offerings,
discounts, prices, policies. Moreover, by using email marketing Marks and Spender collects the
valuable feedbacks with the customers about the customer experiences which helps the business
to brings continuous changes in the market offerings.
Social media marketing
With high end demand in social media platforms where customer believes social media as more
reliable sources where people adds their reviews about their experiences and this helps to create
a chain of customer engagement. Marks and Spencer uses social media marketing by making
social account where it posts picture and videos about the product and services, before posting
such content managers in Marks and Spencer makes sure that it looks attractive, latest market
trends and fulfils the cultural and social values of its customers (Pogorelova and et.al, 2016).
PLACE
Place in marketing mix is determine by the location where the products will sold.
In the context of Oak Tree Inn which a small and medium enterprise based out of UK dealing in
tourism and hospitality sector. Oak Tree Inn is located in the village of Balmaha, Loch Lomond,
Scotland. It delivers services such as restaurants, accommodation, bars. In order to promote and
delivers its marketing message to the end customers, it uses effective marketing tool in order to
deliver value to the customers it uses effective strategies of using the physical location to
influence the customers. These strategies involve:
The founder of Oak Tree Inn has coined the name of the business for reflecting the woods of Oak
around the village of Balmaha. Through its marketing message, the company delivers the
concept of the true natural beauty of hills and lakes. In beautiful natural tourism spot in Loch

Lomond with rivers, national park, forest, Oak woods, fresh air and greenery everywhere. Oak
Tree Inn uses the strategies of attracting customers by the beautiful landscape where customers
can visit and spend quality time to relax. Oak Tree Inn deliver accommodation facilities with the
clear view of the entire Loch Lomond, food services with outdoor restaurant and bars all these at
low prices to influence the customer and accomplish the market share (Pomering, 2017). Oak
Tree Inn raise the idea of brewing the homemade coffee and homemade ice cream to give the
natural taste of coffee and ice creams in the relaxing environment. Moreover, it delivers services
of cruise to improve customer experience. The business continuously strategises to improve the
market offering by expanding the business and increasing the physical capacity by purchasing
and partner with the other small restaurants near Balmaha and deliver the idea of the central
kitchen and rendering food services to people across the location. Oak Tree Inn recruits skilled
employees to effective interact with each customer, taking down their concerns and developing
customer engagement. Oak Tree Inn also uses online platforms in order to deliver the products
and services of the company to the end customers, where customers can do accommodation
bookings and ask frequent question about the services offered. The customers also deliver online
reviews and feedbacks about customer experiences. Oak Tree Inn has also started with the online
business of delivering apparels and accessories with printed brand name of Loch Lomond, where
customer can purchase and order these items and the company delivers the products at the
doorsteps (Sinapuelas, Wang and Bohlmann, 2015).
PEOPLE
People in the marketing mix is determined by everyone who is interested in the business activity
it involves customers, employees, investors, managers and other who are interested in the normal
course of business.
In the context of Zara which a multinational retailer delivering products and services including
apparels, accessories, perfumes, shoes. It is famously known for its quality products and value
that is been rendered to the customers. Where Zara continuously innovative different strategies in
order to improve internal management and improving customer relationship, these strategies
involves:
Recruits highly skilled employees

Zara recruits highly skilled employees in the organisation in order to match the high working
standards of the organisation. Highly skilled employee helps to render new product development
ideas and improvement in the current market offerings. Employees conduct the functioning of
the organisation with smooth efficiencies of the business activities and coordinating efforts to
achieve productivity at work (Sudari and et.al., 2019).
Stakeholder relationship
Stakeholder of any business are defined by the number of people interested in the business, Zara
maintains good relationship with its stakeholders including customers, lenders, employees,
investors, government and others. Zara renders complete details about the business activities to
its stakeholder by preparing financial statements to reflect the transparency in the business
function, complying with all the legal norms and framework of the government, respecting the
social and cultural beliefs to people, customer engagement by delivering value to the customers
and so on.
Customer engagement
Customer engagement is defined by the customer relationship and communication level between
the customers and the business where customers shows their interest and loyalty towards the
brand where there is high customer engagement. Zara implements different strategies in order to
develops customer engagement some of these includes, Collects timely feedbacks from the
customers through online and physical platforms. Where customer renders feedbacks and
reviews about their experiences, and improvement in the quality of the market offerings.
Moreover, Zara interacts with each of the customers through online platforms by delivering them
timely message about the new product development, discounts and rebates, seasonal offers,
rating of the customer experiences. Zara collects the information about each of customers in
order to improve customer engagement (Wongleedee, 2015).
Learning and development
Zara renders learning and development opportunities are rendered to the employees in the
workforce in order to improve the skills and knowledge of the employees. Through Learning and
development employees feels valued as they achieve both professional and personal skills

development. Moreover, it helps to accomplish different jobs with higher efficiencies and
improving business functions to deliver better market offerings.
Analyzing customer needs
Zara develops products and market offerings which best suits the different customer need and
wants. The research and development department in Zara identifies the needs and demand of the
target customer as different customers might vary in their desires, demand, culture, social beliefs,
fashion, taste and preferences. Thus before delivering the market offerings to the customer, the
market in Zara identifies the set of demand of the target market to rightly deliver products and
services as per their choices (Wu and Li, 2018).
Segmenting target market
Segmenting the target market is an important marketing strategies which involves selecting the
best target prospects who are interested to purchase the products of eth business. The research
and development department segments the potential market and identifies set of need and deliver
the quality products to the segmented customers. Zara mainly focuses on the youth segment of
the population as they are the ones who are more into shopping and purchasing fashionable
apparel and accessories. Thus Zara choose right target consumers at different locations and
implement innovative strategies to improve the market offerings of the company.
CONCLUSION
Thus, from the above discussion, it is clear that marketing is an important tool that helps
to engage with the target customer and make profitable relationships with them. The different
organisation have to adopt marketing strategies to influence the target customers and encourage
them to purchase the market offerings. Before delivering the marketing campaign, businesses
have to make sure that they segment the desired target market. In the marketing message, the
company needs to determine the benefits and uses of the market offerings. Marketing helps the
business by bringing efficiencies and smooth functions for determining a better relationship with
the stakeholders and improving business management.

REFERENCES
Books and Journals
Bahadir, S. C., Bharadwaj, S. G. and Srivastava, R. K., 2015. Marketing mix and brand sales in
global markets: Examining the contingent role of country-market characteristics. Journal
of International Business Studies. 46(5). pp.596-619.
Bianchi, M. and Tallon, J. M., 2019. Ambiguity preferences and portfolio choices: Evidence
from the field. Management Science. 65(4). pp.1486-1501.
Braciníková, V. and Matušínská, K., 2017, December. Marketing mix of financial services from
the customers perspective. In Forum Scientiae Oeconomia (Vol. 5, No. 4, pp. 36-48).
Dadzie, K. Q. and et.al., 2017. How firms implement marketing strategies in emerging markets:
An empirical assessment of the 4A marketing mix framework. Journal of Marketing
Theory and Practice. 25(3). pp.234-256.
Datta, H., Ailawadi, K. L. and Van Heerde, H. J., 2017. How well does consumer-based brand
equity align with sales-based brand equity and marketing-mix response?. Journal of
Marketing. 81(3). pp.1-20.
Festa, G. and et.al., 2016. The (r) evolution of wine marketing mix: From the 4Ps to the
4Es. Journal of Business Research. 69(5). pp.1550-1555.
Hanssens, D. M. and et.al., 2018. Consumer attitude metrics for guiding marketing mix
decisions. In LONG-TERM IMPACT OF MARKETING: A Compendium (pp. 557-600).
Kraus, S. and et.al., 2016. Standardisation vs. adaption: a conjoint experiment on the influence of
psychic, cultural and geographical distance on international marketing mix
decisions. European Journal of International Management. 10(2). pp.127-156.
Lahtinen, V., Dietrich, T. and Rundle-Thiele, S., 2020. Long live the marketing mix. Testing the
effectiveness of the commercial marketing mix in a social marketing context. Journal of
Social Marketing.
Pantano, E., Priporas, C. V. and Migliano, G., 2019. Reshaping traditional marketing mix to
include social media participation. European Business Review.
Pogorelova, E. and et.al, 2016. Marketing Mix for E-commerce. International journal of
environmental & science education. 11(14). pp.6744-6759.
Pomering, A., 2017. Marketing for sustainability: Extending the conceptualisation of the
marketing mix to drive value for individuals and society at large. Australasian Marketing
Journal (AMJ). 25(2). pp.157-165.
Sinapuelas, I. C. S., Wang, H. M. D. and Bohlmann, J. D., 2015. The interplay of innovation,
brand, and marketing mix variables in line extensions. Journal of the Academy of
Marketing Science. 43(5). pp.558-573.

Sudari, S. and et.al., 2019. Measuring the critical effect of marketing mix on customer loyalty
through customer satisfaction in food and beverage products. Management Science
Letters. 9(9). pp.1385-1396.
Wongleedee, K., 2015. Marketing mix and purchasing behavior for community products at
traditional markets. Procedia-Social and Behavioral Sciences. 197. pp.2080-2085.
Wu, Y. L. and Li, E. Y., 2018. Marketing mix, customer value, and customer loyalty in social
commerce: A stimulus-organism-response perspective. Internet Research.