Marketing Management report

Powerful Essays
Marketing Management (MMG500)
Marketing Plan
Waitrose/ Waitrose wine direct
By: 490767
Word count:

Executive summary
Kotler defines marketing as “a social and managerial process by which individuals and groups obtain what they want and need through creating, offering, and exchanging products of value with others.” his view on marketing looks at marketing being more of an exchange process. [Kotler, 1991]
In Elements of marketing, Prentice Hall, 1975;"Marketing is all those activities involved in getting goods from producers to users, including buying, selling, storing, transporting, advertising, and promoting the goods" [Bagozzi, 1975].
Now after the definition of marketing, it is important to understand the marketing concept. This concept holds to achieve organizational goals depends on the needs and wants of the target market and delivering the desired satisfactions more effectively and efficiently than competitors.
This report focuses on the Waitrose.com, Looking specifically at the Waitrose Wine Direct, by creating a marketing plan which will analyse target market and company’s position. Major competitors and their strategy will also be reviewed. Through research there would be an insight of what threats and opportunities does Waitrose wine direct
Introduction
Waitrose founded in 1904 by Wallace Waite, Arthur Rose and David Taylor. Today its one of the UK 's leading food retailers and part of the John Lewis partnership established in 1929.
Its policy has consistently been to deliver the highest quality of service for its customers and to that end the supermarket has invested heavily in its business to ensure it remains a top retailer. Waitrose has chosen a focused differentiation strategy targeting the upmarket with a wide range of quality of fresh products and sourcing of fresh meat.
Waitrose has developed its own brands products which is important because they give retailers high level of control of these products and generally have a higher



Bibliography: Images http://lightboxfilm.co.uk/waitrose-wine-direct/

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