Marketing Management report

Topics: Marketing, Marketing plan, Strategic management Pages: 10 (2471 words) Published: April 27, 2015

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, 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 profit margin. It has also specialised in the sale of fine wines, which hold a high profit margin. Major competitors include Tesco, Sainsbury's, ASDA, Safeway, Somerfield and Marks and Spencer. It was found that Waitrose would benefit from better integration of various separate stores, possibly even with John Lewis to offer customers a uniform, standardized website, from where a wide range of products can be ordered. Cultural products that appeal to the typical Waitrose customer are an opportunity for new products for online sale, integrating of different stores would be Wines, Flowers & Gifts, Waitrose Garden, John Lewis, John Lewis Insurance, Partnership card and JLP Jobs. Now, Waitrose supermarket is one of the UK’s leading food. Firstly it opened in 1955 and owned by the John Lewis Partnership , operates 185 branches throughout England, Scotland and Wales , offering the good quality, the best value and the impressive customer service. Its locations range from high streets to edge of town sites and vary in size from just 7,000 square feet to approximately 56,000 feet. (Waitrose company history,2010). Target market

Target audience for the advertising was secondary shoppers, typically mothers or fathers of young families, aged around 35, Waitrose appeals mainly to the upper and middle classes with premium pricing and high-quality produce. Companys position

The gross sales in 2010 was £2.4 million (+11.3%) , Profit before tax £110.5 million, (+28.0%) because of opening the new branches, reformats and re--concepts and strengthen balance sheet. Waitrose positions itself in the premium-mass market with a diversity range of quality and fresh goods. ( John Lewis Partnership Reports , 2010)

Figure 9: Positioning Map, Major UK Retailer, Quality - Price

The positioning map shows how the main five grocery retailers are perceived by consumers. You can see that Waitrose is positioned quite highly up the quality and price lines,...

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