JD Sports case study:
Being closer to consumers and providing exactly what they want is known as market orientation. JD Sports is a market-orientated business carries out research to find the needs and wants of consumers. It then uses the findings to design products and marketing strategies to satisfy these needs. This compares to product orientation which focuses first on developing a product and then seeks ways to persuade the consumer to buy it. They manage the balance of its marketing mix around its consumers’ needs in order to achieve business growth. JD Sports is a business to Consumer Company and therefore depends on how desirable its brands are to consumers. By providing exactly what the consumers want JD can outperform its competitors. They do this by using the 4P’s: Product:
The product is concerned with the function and features offered by a good or service. Product also encompasses factors such as quality, design, after-sales service and branding. JD sells lifestyle products. These are sportswear ranges worn in everyday life. JD targets different groups of consumers who desire trainers and sports fashion as casual day wear. Many of the products that it sells are from long established, popular brands such as Nike and Adidas. These brands appeal to large groups of consumers and are easily recognised by JD customers. They are backed by large marketing budgets which help to boost sales and sustain demand by consumers. Usually it is manufacturers who decide what products to produce and retailers have no say in this. However, JD is different. The company has so much buying power and knowledge of the market that manufacturers are happy to take its ideas. These are then used to produce exclusive products for JD. For example, the Adidas Forest Hills and Adidas Training PT footwear ranges were developed exclusively for the JD Group and cannot be found in any other retailer. JD works with suppliers across the world to develop and deliver own-brand...
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