Marketing Principles: Case Study Report and Analysis

This report provides a comprehensive analysis of marketing principles through case studies of Jaguar, Tesco, Barclays, and Vodafone. It begins with an introduction to marketing principles, including the elements of the marketing process such as situation analysis, marketing strategy, marketing mix, and implementation and control. The report then evaluates the costs and benefits of a marketing orientation for Jaguar, examining factors like product cost, quality, and brand image. Furthermore, it explores the micro and macro environmental factors influencing Tesco's marketing decisions, along with segmentation criteria, targeting strategies, and the impact of buyer behavior. The report also delves into product positioning, product development for competitive advantage, pricing strategies, distribution methods, and promotional activities, using Barclays as an example. Finally, it examines the marketing mix for different consumer segments, marketing service differences, and the distinctions between international and domestic marketing using Vodafone as a case study. The report concludes with a discussion of the extended marketing mix and how marketing objectives can be achieved through promotional activities, providing a detailed overview of marketing principles and their practical application.

Marketing Principles

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Explain the various elements of the marketing process...................................................3
1.2Evaluate the benefits and costs of a marketing orientation for a selected organisation....4
TASK 2 ...........................................................................................................................................5
2.1 Macro and micro environmental factors which influence the marketing decisions .......5
2.2 Segmentation criterion to be used for products in different markets. .............................5
2.3 Choose a targeting strategy for a selected product/service..............................................6
2.5 Propose new positioning for as elected product/service...................................................7
TASK 3 ...........................................................................................................................................8
3.1 How products are developed to sustain in competitive advantage...................................8
3.2 Explaining how distribution is arranged to provide customer convenience.....................8
3.3 Explaining how prices are set to reflect an organisation’s objectives and market conditions
................................................................................................................................................9
3.4 Extended market mix.....................................................................................................10
3.5 How marketing objectives can be achieved by Promotion activities.............................10
TASK 4 .........................................................................................................................................11
Covered in PPT.....................................................................................................................11
..............................................................................................................................................14
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
This case study is based on the topic of Marketing Principles. The principles of marketing
is comprised of several majors of business. Marketing is the number of activities that are used in
goods transfer from one seller to buyer. They are the ideas that are based on the strategies of
product promotion. Variety of marketing principles are used by the companies to analyse
performance of old product in the market and to launch new product in market. This case study
is based on four cases (Li and Wang, 2010). First case is based on Jaguar, in which various
marketing process elements and cost and benefits of marketing orientation is analysed. Second
case is based case study of Tesco, in which micro and macro environment factors and
segmentation criteria for products in different market, strategy, buying behaviour and positioning
of products is examined. Third case study is based on Barclays, in which development of product
for competitive advantage, setting of product price which reflects marketing condition and
organisation's objectives, illustration of promotional activities, analysis of additional marketing
mix elements are done. Fourth case study is based on Vodafone, in which marketing mix for two
different segments of consumer market, difference in marketing service and products, and
difference in international marketing and domestic marketing is examined.
TASK 1
1.1 Explain the various elements of the marketing process
There are different elements of marketing process:
Situation analysis: In this analysis review of current position of business situation is
done. It is the very starting stage for marketing plan. It means the periodical review of business.
It also describes the internal as well as external factor of business and also help to identify the
impact on the business (Nicholson and Oliphant, 2014). It also help in SWOT analysis i.e.

strength, weakness, opportunity and threats, and PEST analysis i.e. political, economical, socio-
culture and technological.
Marketing strategy :It combines all marketing goals in a plan. Before making a good
market strategy it is essential to do market research. It also helps in maximise the profit and
attain the desired goals. It gives the design how to full the objective of marketing. It also give
opportunities to select the best possible way to attain goal and increase profit.
Marketing mix :It means use the right product in the place, right time and with the right
price. It pull customers, help in increasing sale, beat competitors and give customers better
products. It include 4P's
 Product
 Price
 Place
 Promotion
Implementation and control : After completion of the entire process, company has to
implement the process in business. Company must follow this for better feedback. They need to
check out that which is implemented, get achieved or not. After implementing control is must.
Control is necessary because if there is no control then it may cause the cost increment, over
utilization of resources (Wymer, 2011.).
1.2Evaluate the benefits and costs of a marketing orientation for a selected organisation
Cost is an amount that has to be paid by the customers, every products has different cost
depends upon the products quantity , size, brand , features etc. these all are affects on the cost .
Cost is the important term to all products to sell and buy in the market , cost is decided by the
company that amount has to be pay (Lefebvre, 2012). Jaguar company manufacture designer cars
, these cars has high cost because they are provide that type of quality in that particular products
and also provide services and securities so always company try to provide good quality of
product with a good brand image and also with the higher price. Jaguar is the British luxury
brand and it is owned by the Tata motors, that brand manufacture their luxury vehicles to
customers with high satisfaction they take chargers according to the products. And benefits of
jaguar cars for the customers maximum controlling power , wheel motions, precision in steering
and giving proper confidence to drive the car. Jaguar cars has many good feature to customers to

easy to drive cars with safe and security so that why company take higher cost of these products
because they are providing you good quality of products.
TASK 2
2.1 Macro and micro environmental factors which influence the marketing decisions .
Micro and macro environment factors influence the marketing decisions of tesco which is
British multinational company dealing with the online marketing in a different-different aspect
at a different level. Micro and macro factors are divided into various parts.
Micro factors which influence marketing decisions are:-
Suppliers:- suppliers are those who can control the marketing decision when there is a
monopolistic market and they were enjoying their product monopoly because they are the main
part as product is supply by them for the final consumption (Dollatabady, Amiri and Bidmeshk,
2012).
Resellers:- Resellers act as a intermediary between buyer and supplier or they can offer
the product in front of consumer for a final consumption.
Customers:-customers have the major impact on the marketing decision because all the
cycle is depend on the customer itself as the company main aim is to earn more and more
customer satisfaction.
Macro environment factors which influence the company marketing decision:-
Demographic factors:- demographic factors are also known as somehow external factor
as decision of the company is depend upon education level, age, gender, country, caste, these are
the important demographics factors.
Economic factors:- economic factors can affect the company and consumer both as well.
Technological factors:- technological factors are the skills and talent which is required
while production it means due to the advancement of technology company marketing decision
get affected while establishing any new product
Political:- Introduction of various tariffs by government resulted in a reforms in a
marketing decision (Lefebvre, 2011).
2.2 Segmentation criterion to be used for products in different markets.
Before pursuing a segmentation criterion a company requires to analyse their hidden
strength, weakness, opportunities and threats so that they can complete a proper segmentation

procedure and come to know about the capabilities of market. Sometime it is necessary to get
aware about the marketing strategy before doing any segmentation and set the segment target and
goals. It is very normal that choices are differ from customer to customer so in order to meet
every customer needs company should take appropriate steps and procedure while segmenting
the market to achieve their particular segment goals in fact segmentation should follow the
criterion of selection of right product in a right market and sometime segmentation was also
based upon profit oriented (Rusinko, 2010).
Each segmentation have their own target like- sometime markets are divided on the basis
of profit base, customer oriented, etc. segmentation is somehow known as art because it is not an
easy task to divide a market by considering all the essential factors. Segmentation should
consider all the indispensable factors while doing a market segment as it is a very responsible
task that will need a proper planning procedure before implementing that plan to avoid wastage
of time and money and proper planning helps company to estimate the future accuracy to earn
more and more profit or customer satisfaction also. Segmentation is that part of marketing where
lots of experience is required before taking the steps of segmentation or executing the
segmentation plan.
2.3 Choose a targeting strategy for a selected product/service
The target strategy of tesco has a very huge target strategies which has a mass production
and a great marketing strategies (Burchell, Rettie and Patel, 2013). Their main target is to ignore
the segmentation and concentrate on the whole market with some an the other offer which
directly focuses on the customers needs which are common and not which are different. They do
not differentiate in the what types of customers, they serve to each and everyone. They provide
the products with the lowest price as they the customers get attracted looking at the low price and
this is the main target of the tesco to acquire customers. Their main segment is to target the poor
and rich people both by selling different product according to the price but with the same quality.
They main target market are the supermarket were there are more customer but it has the
supermarket chain with it. They also look after the cost effectiveness at a large extent and their
target is to acquire those customer who does not compromise on the quality if they get it in a
high price. In the situation were there is more buying then the behaviour of the buyer is directly
shows the activities in the market. Recently in global and economic crisis has shown certain
implications but reduces the level at which the consumer is spending. This type of changes in the

behaviour of the buyer has been taken into consideration by the tesco marketing team with also
focuses on the cost effectiveness with the practise of communication.
2.4 Demonstrate how buyer behaviour affects marketing activities in different buying situations
The buying behaviour is mainly external or internal activities which takes place in the
marketing and is explained as the customer who buys a product or services that affects the
marketing strategy which the employees uses to promote their product and analyse its behaviour
towards that product. Marketing strategies uses the method in marketing mix to create different
type of promotions and ads which can affect the market in the buying situation. There are
different types of buying behaviour which affects the market by its processes which affect it
psychological, economically, socially etc.
Tesco includes the demand of the product and their usage both are not same as compared
to it. Both are affected by the buying behaviour as one comes up the other one goes down
(Wang, 2011). There are situations in which they have more but they know how important it is
and how risky it is. Customer makes an effort to buy if the price is low and the quality is high
and has a relative product in which they do not have to involve any strategies in it for the
customer. When the need of the customer is high they automatically purchase that product and it
may not have any impact but if they like the product and the price increases then they will search
for the substitute and if the product has a competitor with a low price then it will definitely affect
the buying behaviour.
2.5 Propose new positioning for as elected product/service
The new positioning of the product in tesco has involved many elements which attracts
the customer who are being targeted in the segmentation of the most effective product (Mishra
and Sharma, 2010). Tesco uses a very broad range of this positioning strategies to attract the
customer. There is functioning position which are related to the wide range of and have a good
quality of product and services. Products which are sold through this positioning function are
expensive and can achieved in the additional cost. Symbolic positioning is based on aims and
values of the customer and are utilized by fair trade range of product and services. There are
price positioning in which price depends on the large the product is or how much big it is or how
is the quality of the product and these components are valuable as compared to others or
compared to marketing strategies (Hollenbeck, Mason and Song, 2011).

In multi-segment positioning they are several segments which are targeted at the same
time with different product (Reijonen, 2010). As the multi-segment of the retail industry has an
expensive use of it. Its main target it to segment highly and supermarket chain. In experiential
positioning the name itself implies the provision of the related sensor or stimuli of the customer.
Company uses it to target the health and beauty product of their range. There are some
additional positioning which helps the tesco in various strategies, product class positioning
competitor positioning etc. This makes the high level strategies which includes the positioning
power of tesco and has a great impact on its customer.
TASK 3
3.1 How products are developed to sustain in competitive advantage
The focal point of the the corporate strategy is “competitive advantage”. In market,l
Competitive advantage allows to maintenance and improvement of overall business enterprise
and its combative position also. Barclays also used that theory, it uses its product and services in
competitive advantage to maximize sale and profit. The advantage gives great offer to its
customers, by compete with its competitors. Competitive advantage is helpful to survive a
business in period of competition (Donovan, 2011). It enables the organisation to make over
extra ordinary value for its consumers, and superior profits for itself. Customers also attract that
types of advantages in they offers lower rates of a product.
Prod-cuts development of the company births, when an competitive advantage exits in
the organisation with great benefits for to the firm as well as its customers also. The goal of
every firm to achieve a unattainable competitive advantage in market place among its customers.
When a firm continue earn profits it, exceed the ordinary for its business. There are two types of
competitive advantages:- Cost advantage & differentiate advantage.
Competitive advantage also creates values to its customer, by providing lower prices of
product and services. To achieve competitive advantage, a firm must have to perform on its own
values creating activities (Brennan and Binney, 2010). Value system includes two types of
activities for upstream suppliers and downstream channel members. Product envelopment is
helpful to increases the profit and its also develop their customer in a competitive advantage.

3.2 Explaining how distribution is arranged to provide customer convenience
The distribution is arranged the customer convenience in a many ways. Customer
convenience depend on the product quality. Customer convenience depend on the nature of the
product. Low price product may be create the convenience like washing machine , laptop, tablet
etc.
Supply chain management is distribution chanal of providing the customer convenience.
Supply chain management is a distribution of the supply , distributors , public and manufacture.
Human resource management is also the best resources of providing the customer
convenience. Human resource management is very executive resource.
The aim or the company increasing the product quality and quantity. The main
distribution channel is supplier because supplier supply their product .the material of the product
is a chain of the supplier to distributors to manufacture. Customer buying the substitutes goods.
Customers are quietly purchase the goods. Customer is a exclusive distribution. They would
includes the stock , storage etc. market provide the many distribution channel like supply chain
management and human resource management . Supply chain management distribute the
convinces of the product. the product customer is buying the ongoing product. the product is
create the supply chain management. many place the company provide the supply chain
management.
3.3 Explaining how prices are set to reflect an organisation’s objectives and market conditions
The price are reflect on the organisation . Because the price is important objective of
market condition There are some objective the price reflect the organisation. Increasing the price
the price is increase the reflect on the organisation. because the price is main objective of the
company . Today market is homogeneous there are many competitors available . Price increasing
than the supply also decreasing. The inverse relationship between supply and demand. supply is
increasing than demand were decreasing. So that price increasing than the demand decreasing
and demand increasing than price were decreasing. This market is competitor market there are
many competitor present so the price effect the market condition.
Decreasing the price: the price is decrease also effect the organisation . Because price is
organisation main objectives . The price decreasing is a low of of demand. Low of demand may
be defined the price and demand. Price and demand are interchange relationship. price decrease
the customer highly purchase the product. Because the price reflect the organisation. Price is set

the social ,environment, and organisation factor. The effect of price may be include the
liberalisation , nationalisation etc. decreasing the price is effect the market because the market
has many competitors so the price increasing and decreasing meter the condition. price also
effect the international marketing and domestic marketing. the price charge and put the the
product and service. price strategy may be defined the price inflation. Price decreasing is
skimming the price. Market share is also effect the market condition.
3.4 Extended market mix
People: The first extended p of marketing mix is the people who work in the enterprise.
For becoming successful it is very important for the enterprise to train its people like sales people
and sales representative because these are the people who directly contact with the customers
and how these people behave with customers form a image of the company in the mind of
customers so it is very important for the enterprise to train its employees in a manner to contact
with customers so kindly so the customer feel happy to shop with the enterprise. The employees
of Barclays should be trained in a manner with the help of seminar and workshop so they can
deal with customers so kindly and in an effective manner.
Physical Evidence: This is the another extended p of marketing mix. How the Product of
the enterprise looks like and how it is presented to the customers in what surroundings plays a
big role in enhancing the sale of the enterprise the product of Barclays should be easy to buy
including little or no complications and should be having all the features which help in making a
product attractive.
Processes : This is the last extended p of marketing mix which is process. Process
includes how the organisation handle all the complaints and any issue arise after the sale of the
product. If the organisation manages all its issues effectively than it will help in create a good
brand image of the enterprise. The process Barclays should be like that if there will a complaint
rise after selling its products then the management should manage all the queries and
complaints in a manner. The management of the Barclays should be like that,that they can handle
all its issues in a quick manner .
3.5 How marketing objectives can be achieved by Promotion activities
Marketing objectives of an enterprise can be achieved by doing promotional activities.
Marketing objectives of an enterprise can be like achieve target sales or doing promotion of a
new launched product so that target of a enterprise can be achieve by doing its promotion an a

large basis like using T.V advertisement. There are many promotional tools available to a
company for achieving its marketing objectives like advertising , sales promotion ,public
relations ,publicity and many others . So by using all these promotion tools an enterprise can
achieve its marketing objectives. Marketing objectives of a enterprise can be like achieve target
sales,increase sales of new products,increase market share of the enterprise product . So for
achieving all these activities an enterprise can use the available promotion tools in various ways
to achieve their marketing objectives. For example: if an enterprise wants its product to be sold
more than that of its competitor's product than the enterprise can take the help of sales
promotion technique to increase the sale of a product.
Marketing objectives of a firm can be achieved by using various available promotion
techniques. There are so many promotion tools available , according to the need of the enterprise
so the enterprise can use the promotion tools and techniques available in the market according to
their marketing objectives. Personal selling is one of the promotion tool which a company can
use to achieve its target . Personal selling is used in industrial products to achieve the target sales
. Public relations is one of the another promotion tool used by the enterprise in completing their
marketing objectives. Under public relations the enterprise make relations with their customers
on one to one basis .

TASK 4
Covered in PPT