Marketing Principles Assignment 1 Essay Example
HNC/HND Business
Spring Semester 2011/12
Marketing Principles
Module Code: HNBS 104
An in depth study into marketing at Tesco
[Word Counts: 2188]
Submission date
18 May 2012
Submitted By:
Table of Contents
Introduction 2
The role of marketing 2-6
Vision and business objectives 2
Elements of the marketing process 4
Marketing orientation 6
Principles of marketing 7-8
Segmentation, Targeting and Positioning strategy 7
Buyer/Consumer behaviour 8
Recommendation/Conclusion 8
References 9
Bibliography 9
Appendix 10 Self- evaluation
Introduction
I am an employee as a marketing consultant that wishes to expand operation from mainland Europe into the UK market. Our business model and image is similar to the UK supermarket chain Tesco. Before we acquire site in the UK, my company wants me to carry out an in depth study into marketing at Tesco, which will help us with their future business plans. Therefore first I am going to explain the concept and process of marketing and secondly I will illustrate the concepts of segmentation, targeting and positioning which are related to the grocer´s shop Tesco.
The role of marketing
Before starting to commence with the main topics of my report I would like to give two briefly explanation of how marketing can be defined.
The Chartered Institute of Marketing has been described marketing as “The management process responsible for identifying, anticipating and satisfying customer requirements profitably”. (Baines P, 2011)
The Board directors of The American Marketing Association defined marketing as
“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large”. (Baines P, 2011)
Vision and business objectives
“We talk about Every Little Helps a lot, but it's not just a
Spring Semester 2011/12
Marketing Principles
Module Code: HNBS 104
An in depth study into marketing at Tesco
[Word Counts: 2188]
Submission date
18 May 2012
Submitted By:
Table of Contents
Introduction 2
The role of marketing 2-6
Vision and business objectives 2
Elements of the marketing process 4
Marketing orientation 6
Principles of marketing 7-8
Segmentation, Targeting and Positioning strategy 7
Buyer/Consumer behaviour 8
Recommendation/Conclusion 8
References 9
Bibliography 9
Appendix 10 Self- evaluation
Introduction
I am an employee as a marketing consultant that wishes to expand operation from mainland Europe into the UK market. Our business model and image is similar to the UK supermarket chain Tesco. Before we acquire site in the UK, my company wants me to carry out an in depth study into marketing at Tesco, which will help us with their future business plans. Therefore first I am going to explain the concept and process of marketing and secondly I will illustrate the concepts of segmentation, targeting and positioning which are related to the grocer´s shop Tesco.
The role of marketing
Before starting to commence with the main topics of my report I would like to give two briefly explanation of how marketing can be defined.
The Chartered Institute of Marketing has been described marketing as “The management process responsible for identifying, anticipating and satisfying customer requirements profitably”. (Baines P, 2011)
The Board directors of The American Marketing Association defined marketing as
“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large”. (Baines P, 2011)
Vision and business objectives
“We talk about Every Little Helps a lot, but it's not just a