Analysis of Marketing Strategies in UK SME Retail Companies

This report provides an analysis of marketing practices employed by three UK-based SME retail companies: Trading Scents, Guildford Tyre Company, and Naked Wines. The report explores three primary marketing strategies: integrated marketing, personalized marketing, and digital marketing. Integrated marketing is examined in the context of Trading Scents, a wholesaler distributing healthcare products, highlighting its use of various marketing tools to reach suppliers. Personalized marketing, employed by Guildford Tyre Company, is discussed, emphasizing its use of data analysis and digital technology to enhance customer engagement through personalized email campaigns based on user location. Finally, digital marketing is analyzed in relation to Naked Wines, an online wine retailer, and how it leverages digital channels to target specific customer segments, understand consumer needs, and promote products. The report concludes by emphasizing the importance of these marketing practices in entrepreneurial ventures.

MARKETING
ENTREPRENEURSHIP

Table of Contents
INTRODUCTION...........................................................................................................................1
DISCUSSION..................................................................................................................................1
CONCLUSION................................................................................................................................2
REFERENCES................................................................................................................................3
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INTRODUCTION
Marketing is new, aggressive and unusual way to illustrate what develop a business
unique and different. There are various marketing strategy which are used by an entrepreneur for
getting success in the life. Entrepreneur marketing is promoting their business among large
number of people who willing to buy their goods and services (Miles and et. al., 2015). The
report is based on 3 SME retail companies which is situated in UK which involves Trading
scents, Guildford Tyre company and Naked Wines. The assignment main purpose is to analyse
the marketing practices of these companies.
DISCUSSION
The marketing practices related to three companies which are based in United kingdom
are described as follows:
Integrated marketing used by Trading scents:
Marketing is essential for every business concern because this will help firm in
promoting and spreading awareness of their goods and facilities to the domestic as well as
national customers. Integrated marketing is an approach which help in developing and creating a
unified and seamless experience for consumers that communicate with the firm (Chang and
Wyszomirski, 2015). There are various market factors such includes sales promotion,
advertising, public relation and social media through which they can easily promote their
products and services among customers. Trading scents is the wholesaler company which
distribute health care drugs and toiletries to the suppliers. The company are using this practice
through which they can easily supply their products and facilities to the trustworthy suppliers
who are deliver such goods to the different hospital. The main advantages of integrated
marketing is to reach with direct customers who are willing to purchase their products and
services (Burns and Dewhurst, 2016). The firm is combining various marketing tools and
methods which can be used while promoting different type of marketing activities within an
organisation as well as external areas.
Personalised marketing used by Guildford Tyre company:
Personalised marketing is also known as one to one marketing and individual marketing
in which the strategy of market is to leverage data analysis and digital technology that deliver
individual messages and products offering to the current and desired customers. Guildford Tyre
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company use this personalised marketing which help in enhancing their customers engagement.
This company uses this strategy in their email campaigns. Along with this, firm use their user
location send which is highly personalised emails that are based on their users area. Guildford
Tyre company is the trade and retail delivery and fitting of all makes tyre of various vehicles
such as car, van, MPV and motorcycle (Lam and Harker, 2015). The main aim of this practice
which is used by respective firm is that they are truly engage with buyers or expected customers
by interacting with each individual. By this practice, customers are more comfortable which
provides personal data and information to their desired brands. This marketing practice help in
enhancing brand loyalty where company provide unique and different type of goods and services
to their customers.
Digital marketing used by Naked Wines:
Digital marketing encompasses with all marketing efforts which are used electronic
techniques and devices or the internet. With the help of digital marketing, company can easily
gaining attention of large number of customers by fulfil their needs and demand in better
manner. In order to gain success in digital marketing, firm required to identify the significance of
using various digital marketing channels. The main advantage of digital marketing is that it will
help in target audience that can be achieved in cost effective and measurable manner. Naked
Wine is the online wine retailer company. Naked Wines customers fund independent wine
makers from all over the world (Scarborough, 2016). They are using digital marketing practices
through which they can easily analyse customers needs and wants in better way. Also they are
developing those wine products which are mainly demand by their consumers. This will assist in
directly interacting with final users and identify their current requirements regarding products
and services. It is necessary for firm is to use digital marketing practices because this will help in
target specific audience which involves male members who usually buy wines at every occasion
or function.
CONCLUSION
From the above mentioned report, it can be concluded that marketing entrepreneurship is
less compared as single marketing strategy and it is more about spirit which differentiate itself
from traditional marketing practices. There are three practices of marketing which are used for
gaining attention of large number of customers towards firm products and services effectively. In
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this, directly marketing is beneficial for interacting with domestic as well as international
customers in easy manner.
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REFERENCES
Books and journals
Scarborough, N.M., 2016. Essentials of entrepreneurship and small business management.
Pearson.
Lam, W. and Harker, M.J., 2015. Marketing and entrepreneurship: An integrated view from the
entrepreneur’s perspective. International Small Business Journal. 33(3). pp.321-348.
Burns, P. and Dewhurst, J. eds., 2016. Small business and entrepreneurship. Macmillan
International Higher Education.
Miles, M. and et. al., 2015. Exploring entrepreneurial marketing. Journal of Strategic Marketing.
23(2). pp.94-111.
Chang, W.J. and Wyszomirski, M., 2015. What is arts entrepreneurship? Tracking the
development of its definition in scholarly journals. Artivate: a journal of
entrepreneurship in the arts. 4(2). pp.11-31.
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