Marketing Mix

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Marketing

Submitted by:

Razi Ahmed Rathore
00207197

Submitted to:

Mr Coker

Table of Contents

Task 1…………………………………………………………………………....3

1.1 Introduction…………………………………………………………………..3 1.2 Marketing…………………………………………………………………….4 1.3 Concept of marketing…………………………………………………………4 1.4 What are customers needs and wants………………………………………...4 1.5 Cost of marketing…………………………………………………………….5 1.6 Advantages of Marketing……………………………………………………6

Task 2…………………………………………………………………………....7

2.1 Micro Environment………………………………………………………….7 2.2 Macro Environment…………………………………………………………7 2.3 Environment of Tesco………………………………………………………8 2.4 Environmental Management………………………………………………..8 2.5 SWOT Analysis…………………………………………………………….9

Task 3…………………………………………………………………………..11

3.1 Traditional and extended marketing mix…………………………………..11 3.2 Prospect and Concept of marketing………………………………………..12

Task 4……………………………………………………………………..……14

4.1 The Extended Marketing mix(7Ps)………………………………………...14 4.2 Tesco Pestle Analysis……………………………………………………...16

References…………………………………………………………17

Task 1

1.1 Introduction:

Tesco is the 2nd biggest store in the UK. The company has more than 360,000 employees worldwide. In the UK, Tesco stores range from small local Tesco Express sites to large Tesco Extras and superstores. Around 86% of all sales are from the UK. Originally Tesco specializes in food and drink, it has diversified into areas such as clothing, consumer electronics, financial services, telecoms, home, health and car insurance, dental plans, retailing and renting DVDs, CDs, music downloads, Internet services and software. Most surprisingly they have started the Tesco loans to the public.

2. Marketing :

The term marketing has changed and evolved over a period of time, today marketing is based around providing continual benefits to the customer, these benefits will be provided and a transactional exchange will take place.

The management process responsible for identifying, anticipating and satisfying customer requirements profitably.

According to Philip Kotler:

Marketing is the satisfying needs and wants through an exchange process.

1.3 Concept of Marketing
The marketing concept is the philosophy that firms should analyze the needs of their customers and then make decisions to satisfy those needs, better than the competition. Today most firms have adopted the marketing concept, but this has not always been the case. The concept of marketing is based on the consumer wants. The marketing concept relies upon marketing research to define market segments, their size, and their needs. To satisfy those needs, the marketing team makes decisions about the controllable parameters of the marketing mix. When we talk about marketing concepts these question comes in the mind. • What do customers want?

• Can we develop it while they still want it?
• How can we keep our customers satisfied?
These questions are the major concerns of every company. Similarly Tesco is also one of them who ask these questions before taking any further steps.It is a fundamental idea of marketing that organizations survive and prosper through meeting the needs and wants of customers. This important perspective is commonly known as the marketing concept. An organization that adopts the marketing concept accepts the needs of potential customers as the basis for its operations. Success is dependent on satisfying customer needs.

1.4 What are customers needs and wants?

A need is a basic requirement that an individual wishes to satisfy. People have basic needs for food, shelter, affection, esteem and self-development. Many of these needs are created from human biology and the nature of social relationships. Customer needs are, therefore, very broad....
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