P1: Describe how marketing techniques are used to market products in two organisations Tesco:
Tesco has a well established and reliable strategy for growth, which has allowed them to strengthen their business and drive expansion into new markets. The underlying principle for the strategy is to expand the range of business to allow them to deliver strong sustainable long-term growth by following the customers into large expanding markets such as financial services, non-food and telecoms and new markets abroad, initially in Central Europe and Asia, and more recently in the United States. Tesco has grown from selling beans and biscuits to becoming a major player in almost every area of the retail market. Clothing, furnishings, mobile phones, DVDs, holidays, financial services, legal advice the list of products Tesco now offers seems endless. The following link below shows how Tesco has grown from 2000 to 2010. Tesco launched their website in 2000 this is one of the growth strategies that Tesco has adopted. They launched the website because they wanted to increase their market share. The website has enabled Tesco to market their products effectively and thus the company has increased its market share and also promote their products. In 2010 Tesco launched their new Zero carbon supermarket due to the fact that now day’s customers are becoming more environmental friendly. So that helped them to get a good reputation and attract more customers within the organisation. The company is now well on its way to becoming a successful international brand, expanding into Asia by taking over the Lotus supermarket chain in Thailand, where customers can now buy scooters (tescooters) and have them delivered to their homes. http://www.tescoplc.com/plc/about_us/tesco_story/#
In the early 1970 Oxfam began growing very fast, it had its own programming overseas in Africa, Latin America and the Caribbean, and established a network of staff and volunteers across Canada to support its work. During this same period, Oxfam Canada began to analyse its role in the development process, moving from a traditional model of charity towards long-term development programming (working with communities to effect lasting positive change.) Deeply involved in the international movement against apartheid in South Africa and Central American solidarity through the 1970s and 80s, Oxfam Canada wanted to address the fundamental, underlying causes of poverty. This in turn led to Oxfam's role as a major advocacy organisation in the 1990s, to mobilise public support for changing the policies that perpetuate poverty. Today, Oxfam Canada works with over 100 partner organisations in developing countries, tackling the root causes of poverty and inequity and helping people to create self-reliant and sustainable communities. In Canada, Oxfam is active in education, policy advocacy and building a constituency of support for its work. Oxfam Canada is a founding member of Oxfam International, the federation of Oxfam’s worldwide.
Both Tesco and Oxfam try their very best to be a very strong business that can ride out the tough times. They both try to occur Business plan that enables them to account for a soft economy or an industry slump and build-in flexibility that need in order to react quickly and nimbly in the face of change. Branding (Tesco)
Brands enable the building of important lasting relationships with customers. Tesco introduced a new line of product known as the discount brand this was done so as to support people during the Economic hardship in 2008.They had products that were sold in a very low price to help customers who are facing economic hardship. Tesco branding association tried to find a way to reach out the consumers and make them identify themselves with the brand to appeal to some of their innate desires and something that hold’s close to their heart. They selected the target market to see what it is that the...
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