Short Essay about Introduction to Marketing

The goods must be in 'the right place at the right time'.

Making sure that the goods arrive when and where they are wanted is an important operation. The target group needs to be aware of the existence and availability of the product through promotion. Successful promotion helps a firm to spread costs over a larger output. Finally techniques need to be applied to monitor the success of marketing activity.

For example when carrying out advertising it is helpful to track consumer awareness of the adverts and their messages. Evaluation can also take the place of other aspects of the marketing mix e. G. ICC distribution channels were most effective? Was the Growth strategy: It is a strategy aimed at winning larger market share, even at the expense of short- term earnings.

Four broad growth strategies are diversification, product development, market penetration, and market development. According to Monaco there are four ways on which company can grow: Market Penetration Market Development Product Development Diversification With this matrix it is very easy to evaluate the existing stage and type of growth strategy used by the business. Survival strategy: When economy is in recession or is shrinking become a difficult time for the genuineness.There are many competitors on the market and with aim to survive each business need a fresh ideas. There are few major ways for businesses to survive in tough times: Downsizing Abandoning less profitable markets Discontinuing Lines Redundancies An effective brand strategy gives to every business a major edge in increasingly competitive markets.

But what exactly does "branding" mean? Simply put, their brand is the promise to their customers. It tells them what they can expect from the products and services offered by the business, and it differentiates the business offerings from those of their competitors.The brand is derived from who they (the company) are, who they want to be and who people perceive them to be. Logo and brand slogan Relationship Marketing: Marketing activities that are aimed at developing and managing trusting and long- term relationships with larger customers. In relationship marketing, customer profile, buying patterns, and history of contacts are maintained in a sales database, and an account executive is assigned to one or more major customers to fulfill their needs and maintain the relationship. Long term relationship Main way to make profit Long term engagement Customer loyaltyFor Marks and Spencer the role of marketing is to show the strength of the brand and what it means to their customers through a cohesive look and feel across customer communications and stores design.

This means understanding the competitive marketplace they operate in, as well as working closely with suppliers and product teams, and all with the aim of providing customers with fantastic choices and great value. Marks & Spence's Growth Strategy: In today's tough competition Marks & Spencer are constantly trying to renew their ideas and to cope with the market demands.They have a several major lines to can pep their growth: Trusted food - In a time when trust is more important than ever, customers turn to M&S for great quality, responsibly sourced food. Their innovations keep them coming New Home concept - With clearer segmentation and a more multi-channel approach the new M&S Home concept droves a reappraisal of the offer.

The new format is featured in 33 stores. Online sales - More people than ever are choosing the convenience of shopping online. Improved navigation, greater choice and exclusive ranges and offers are boosting Marks & Spence's online sales by 16. 6% for the last year.Free next day delivery - Shop Your Way orders have increased, after Mark & Spencer introduce free next day delivery to their stores. 54% of the orders are now collected or placed in a store.

Phone app - Sales via mobile get increased 200% for 2012, following the launch of our first transactional Phone app. Which had received over 580,000 downloads by the year end. Multi-channel expansion - Company is building their European presence through a 'clicks & bricks' approach. Complementing their French website, they have launched Shop Your Way at the two Paris stores. Two additional full line stores are open in 013.New stores - M has a clear and targeted strategy for international growth.

They continue to expand in key locations across their priority markets, employing a mix of ownership models including partnerships and franchises. Golden Bell - The Shanghai region is one of their strategic international markets. They expanded Marks & Spence's presence there with opening of 4,500 sq m flagship store at Golden Bell Plaza - one of the region's most popular shopping destinations - giving them a total of 14 stores in this area. Reaching more customers - M are extending their reach across new and existing arrests through their online development.Following launches in Germany, Spain, Austria and Belgium, they're now online locally in ten markets and delivering to over 80 countries.

CO neutral - M&S proudly are retaining their status as a certified Carbuncular@ company across their operations in the I-J and Republic of Ireland. They are actively developing programmer aimed at encouraging their suppliers to reduce their greenhouse gas emissions. Plan A products - 45% of M&S products now have a Plan A quality - such as fair-trade, organic or made from recycled material.They are making good progress against their Responsible Retailer of the Year - In recognition of the scale of their CEO and ethical programmer's achievements, M have been named Responsible Retailer of the Year at the World Retail Awards in September 2012. Zero waste to landfill - They continue to work at reducing the amount of waste produced within the business.

Working closely with their contractors, they fulfilled them commitment of sending no waste to landfill from their I-J stores, office, warehouses and construction activities.From this long list we can see how M is coping with the changes of the market today. The company is going on the technological improvement side and is responding to the social and political demands by 'green' policies. Possessing the strong geographical market points they are keeping their expansion which is bringing them bigger profit. But the truth is on the all way they forget to change their designs and are poorly responding to the new stiles and fashion demands, they still cannot get within their store the biggest part of the fashion consumers - women aged 24-40.This is the strongest consumers part and M really need to change the direction and make a vast step to can reach those customers.

If we follow the Anchor's matrix we can see the market development within M&S expansion in Asia. Also their online development is a market development as they are looking to sell to more customers from different countries. Launching new food lines respond to the product development, M&S is continuously looking for improvement in the their food products as they are bringing them a big part of the company profit.They also have launched new clothing lines and made a Rosier Huntington-Whitely face of their new luxurious, romantic lingerie line. Diversification example for M&S is their move within energy supplying business.

Moving in completely different business than retailing was a big step for them. Very good example for market penetration is M&S's New Home Concept. Selling furniture it is not new in the market, either today most of the fashion retailers are looking to combine their clothing or food stores with furniture lines to can provide more satisfaction for their customers and make them even more loyal than before.For the customers is easy way to go on one store and fine clothing, furniture and food in one place.

Same tactic is used by M with their Home line. Survival Strategy: When the recession in 2009 start M decided to close 25 unprofitable stores and to cut 780 Jobs, they cut also 450 head office Jobs. In the run-up to Christmas, the same year, M held two sale days on which it cut prices by 20%. The retailer hoped that running costs by between El mm and Emma. Obviously their plan worked well since they are still on the market.

Branding: M stands with logo, which doesn't change a lot within the years. From the 1894 until today M&S simplicity make their logo easy recognizable for customers and business partners. From the presented logos we can see how they were changing only the typography, but not the logo. They were Just giving their logo a fresh touch in aim to keep updated with the latest trends.

M&S had a slogan from the very first days of their existence, M&S long time was known with the slogan given from Michael Marks 'Don't ask the price, it's a penny.Maybe this slogan come from the lack of language in the poor Ballerinas refugee Michael Marks, but it's fact that even today 120 years later this slogan is iconic and known by M&S customers. Later in the very late ass's M comes with the slogan 'This is not Just food...

', but quickly in 2008 this slogan in called off after demand for new ad. A key aspect of customer relationship marketing is building up a strong sense of trust and respect between the business and, the most important stakeholder, the customer - and aims to increase sales from retaining customers rather than constantly penetrating the same market over and over again.This is an approach that has worked well for Marks and Spencer According to a Yoga survey, commissioned by the marketing agency Baber Smith, M continues to be Britain's most trusted retailer for the second year in a row; what generates such trust has been identified as having a good reputation. How M&S do have done and does this? More of it is on own label product range and covering the middle-class market segment.

M&S become a leader on selling a semi-prepared food, which is supported through strong TV advert. This increase M&S reputation and also increase the trust they have from their customers.Moreover, as all retailers today M&S have direct contact with their customers and can use management information systems, using data from loyalty cards and direct feedback, to match their new product development to consumer needs. Consequently, their own-brand label food products have become differentiated by tapping into unfulfilled niches - something that many other veering the best way of making profit - by trust. Their customers will return and buy from them again, because of this trust and loyalty established between retailer and consumer.Growth Strategy: Being a non-profitable organization Sofas main aim is to generate more income, doesn't matter if this will happen through different fundraising campaigns or by selling logo products and other items in their charity stores.

How we all now Sofas ultimate task is to find way enabling people to exercise their rights and manage their own lives. Sofas works directly with communities and seeks to influence the rueful, to ensure that poor people can improve their lives and livelihoods and have a say in decisions that affect them.From their founding in 1942 until today Sofas manage to operate in 90 countries. Though Sofa's initial concern was the provision of food to relieve famine, over the years the organization has developed strategies to combat the causes of famine. In addition to food and medicine, Sofas also provides tools to enable people to become self-supporting and opens markets of international trade where crafts and produce from poorer regions of the world can be sold at a fair rice to benefit the producer.Sofa's growth programmer has three main points of focus: development work, which tries to lift communities out of poverty with long- term, sustainable solutions based on their needs; humanitarian work, assisting those immediately affected by conflict and natural disasters (which often leads in to longer- term development work), especially in the field of water and sanitation; and lobbyist, advocacy and popular campaigning, trying to affect policy decisions on the causes of conflict at local, national, and international levels.

Sofas works on trade Justice, fair read, education, debt and aid, livelihoods, health, HIVE/AIDS, gender equality, conflict (campaigning for an international arms trade treaty) and natural disasters, democracy and human rights, and climate change. Through programs like "Saving for Change," Sofas is working to help communities become more self-sufficient financially. The Saving for Change initiative is a program whereby communities are taught how to form collective, informal credit groups.Through these mutually beneficial groups, members who tend to be mostly women, pool their savings into a fund which is used to give loans for activities such as paying for medical care and endures. Ultimately, the goal of the program is to leave the community with a self- sustaining organization where people who otherwise would not qualify for formal bank loans can go for financial assistance.

In doing so, borrowers can start businesses which benefit not only themselves but also their communities.Being non- profitable organization Sofas are kind of limited in their market penetration, market development, product development and diversification. Sofas Survival Strategies: For organizations as Sofas is very difficult to survive in tough economic times. They Ely on people's donation and government or privet funding, also rely to profits generate in their charity shops. The amount earn by sales is vast, but when come to realization of Sofas ideas there are needed much more than what they generate as income one or other way.In difficult days funding by the government is often cut, unfortunately first comes charity organizations.

People do not give away items easily as they are in comfortable and secure economic environment. Donations become less than usual. One good thing is that people buy more from charity shops in days like this. Sofas do not need o make redundancies as the majority of their workers are volunteers.

Branding: One of Sofas main aim on the 2006 is to help individual countries develop brand strategies. But today in 2013 Sofas decide to make their brand identical worldwide.They decide to introduce a global identity. That means that all the different Sofas affiliates across the world will have the same look and feel. A poster in a shop window in Leeds will have the same identity as a leaflet produced in Sofas Mexico. Ultimately, this will increase their impact on poverty.

For Sofas the global identity includes: Their strategic positioning: what they do, what they offer and who they are. The way they communicate - their tone of voice and their visual identity, including their logo, color palette, fonts, and other key design elements.From this global identity Sofas expects: Effectiveness: Increased recognition of Sofas as a global organization. Efficiency: Cost savings through increased collaboration and sharing of communications materials.

Sofas have incredibly successful slogan 'Make the Poverty History this unforgettable words are accompanied by unforgettable and heart touching TV adverts showing the laity and what happens when you help or you do not. Their naked reality images make people not only aware but also interested on the situation out of their life and peaceful world.Relationship Marketing: In 2009 Sofas has launched several Joint fundraising initiatives. It introduced Comparators.

Com, a comparison site that donates two-thirds of its revenue to the charity with entrepreneur Ivan Masses in February. Also Sofas agree a deal with Indies rockers the Arctic Monkeys to sell the band's then new single in its stores. The words for those disturbing image to explain and to persuade the people to donate he small monthly amount they plead for.