Marketing
CONTENTS PAGE
Pages
Introduction
3
1.1
Explain the various elements of the marketing process
3-6
1.2
Evaluate the benefits and costs of a marketing orientation for a selected organisation
6
2.1
Show macro and micro environmental factors which influence marketing decision
7
2.2
Propose segmentation on criteria to be used for products in different markets
7-8
2.3
Choose a targeting strategy for a selected product/service
8-10
2.4
Demonstrate how buyer behaviour affects marketing activities in different buying situations
10-11
2.5
Propose new positioning for a selected product/service
12
Conclusion
12
References
13
Introduction
The purpose of this assignment is to investigate the scope of marketing. Marketing is a process of fulfillment consumer’s wants and needs. It is delivering the right product at the right place, price and time to the clients.
The process of marketing is very important for the performance of the companies, because it contains analyzing every opportunity; choose markets, improving the marketing mix, control and implementation.
In my study I will use as an example JD Sports Fashion, which is one of the leading retailers in sport wear and how it progress using market research. The concept of JD is influenced by giving the products and wanted brands at the correct price and in the proper places to meet with the requirement of the customers. JD Sport has been created by John Wardle and David Makin in 1981 as a shop in Bury. In 1983 a shop has been opened in London and since that time JD Sport has expanded to 900 stores in the UK and internationally. For more than 30 years JD Sport has been growing through organic growth, which means its sales have been increased by it system of stores.
Their growth in the last years was through acquisitions, enlarging it by buying in 2002 First Sport, 2005 all sport, 2004 Scott, 2007 Bank and 2012 Blacks.
Pages
Introduction
3
1.1
Explain the various elements of the marketing process
3-6
1.2
Evaluate the benefits and costs of a marketing orientation for a selected organisation
6
2.1
Show macro and micro environmental factors which influence marketing decision
7
2.2
Propose segmentation on criteria to be used for products in different markets
7-8
2.3
Choose a targeting strategy for a selected product/service
8-10
2.4
Demonstrate how buyer behaviour affects marketing activities in different buying situations
10-11
2.5
Propose new positioning for a selected product/service
12
Conclusion
12
References
13
Introduction
The purpose of this assignment is to investigate the scope of marketing. Marketing is a process of fulfillment consumer’s wants and needs. It is delivering the right product at the right place, price and time to the clients.
The process of marketing is very important for the performance of the companies, because it contains analyzing every opportunity; choose markets, improving the marketing mix, control and implementation.
In my study I will use as an example JD Sports Fashion, which is one of the leading retailers in sport wear and how it progress using market research. The concept of JD is influenced by giving the products and wanted brands at the correct price and in the proper places to meet with the requirement of the customers. JD Sport has been created by John Wardle and David Makin in 1981 as a shop in Bury. In 1983 a shop has been opened in London and since that time JD Sport has expanded to 900 stores in the UK and internationally. For more than 30 years JD Sport has been growing through organic growth, which means its sales have been increased by it system of stores.
Their growth in the last years was through acquisitions, enlarging it by buying in 2002 First Sport, 2005 all sport, 2004 Scott, 2007 Bank and 2012 Blacks.
References: Place - Creating a winning marketing mix - JD Sports | JD Sports case studies, videos, social media and information | The Times 100. 2013. Place - Creating a winning marketing mix - JD Sports | JD Sports case studies, videos, social media and information | The Times 100. [ONLINE] Available at: http://businesscasestudies.co.uk/jd-sports/creating-a-winning-marketing-mix/place.html#axzz2V4fMHxXq. [Accessed 03 June 2013]. What is market research? - Using market research to support decision making - JD Sports | JD Sports case studies, videos, social media and information | The Times 100. 2013. What is market research? - Using market research to support decision making - JD Sports | JD Sports case studies, videos, social media and information | The Times 100. [ONLINE] Available at: http://businesscasestudies.co.uk/jd-sports/using-market-research-to-support-decision-making/what-is-market-research.html#axzz2V4fMHxXq. [Accessed 03 June 2013]. http://businesscasestudies.co.uk/jd-sports/creating-a-winning-marketing-mix/place.html#axzz2TpiuQhnB (1995-2013) Business Case Studies[online]. Available at: http://businesscasestudies.co.uk/jd-sports/creating-a-winning-marketing-mix/product.html#axzz2TpiuQhnB [Accessed 22/05/2013] (1995-2013) Business case studies [online]. Available at: http://businesscasestudies.co.uk/jd-sports/creating-a-winning-marketing-mix/place.html#axzz2TpiuQhnB[Accessed 22/05/2013] . 2013. . [ONLINE] Available at: http://www.jdplc.com/~/media/Files/J/Jd-Sports-Fashion-Plc/reports-and-presentations/JDPLC-Annual-Report-2012-FINAL.PDF. [Accessed 04 June 2013].