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M1 Compare marketing techniques used in marketing products in two organisations. In this task I will be comparing the marketing techniques used in marketing products by Tesco and Apple. These techniques include the market penetration, market development, product development and diversification, branding, survival strategies and relationship marketing. Similarities that Apple and Tesco have is that they both use market penetration, market development and product development and they both do not use diversification. They also use branding, survival techniques and relationship marketing. However, the differences of Apple and Tesco are that they both use the marketing techniques differently.

Organisation| Market penetration| Market development| Product development| Diversification| Apple | Apple uses many different ways in which to advertise their products and the different types of features each product entails. Apple do excessive advertising and they are always making product promotions. Apple uses Market Penetration because they want to penetrate the market by being the leading figure within their market. This is in order for the company to gain recognition by increasing the market share by advertising, promoting, researching and planning. To sell more and gain profits. http://www.youtube.com/watch?v=A1Rc4MDmr8o| Apple developed their market to expand and be better from other big electronic stores. They had done this by opening more branches in 14 countries. They also have an online apple website to attract more customers to the market and to gain recognition worldwide. https://www.apple.com/choose-your-country/Apple uses market development to sell the existing products to their new markets worldwide. This increases Apple’s revenue, therefore market development is very useful. The market development of apple was a huge success. They first started off in America before they decided to expand the market share to different countries. Although it is a risky technique that Apple had used, they were still confident about it would attract people worldwide as much as it did in America. | Apple uses product development to develop their products in order to make improvements. The Apple iPhone is the main example that apple developed. One of the things that the first iPhone (which was released in 2007) wasn’t able to do was record and now with the new latest iPhone 5 it is able to do so much more as it has many upgraded features. This marketing technique is used because every time a product is released by apple they would always think of different ways that the released products needs upgrading on or something new, therefore by doing their research on customer opinions they are able to release a new better product from the one before. This is to keep customer satisfaction and to attract new customers. http://www.pocket-lint.com/news/33562/apple-iphone-evolved-into-iphone4| They do not use diversification.|

Organisation| Market penetration| Market development| Product development| Diversification| Tesco | Tesco use Market Penetration because they want to penetrate the market by being the leading figure within their market. This is in order for the company to gain recognition by increasing the market share by advertising, promoting, researching and planning. To sell more and gain profits. They advertise the products on billboards, buses, television, etc. Tesco uses a lot of advertising of existing products to their market. They do this by promoting specific products that are on special offer. Tesco reflects on their sales at Tesco is the number 1 supermarket in the UK. Tesco uses market penetration as it is less risky than other marketing techniques. The reason for this is because they are selling existing products that the public is already familiar with, which Tesco sell it for cheaper than other supermarkets in order to attract more customers and to increase the market share. | Tesco’s developed...
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