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unit 3 of btec
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UNIT 3 BTECDoor Kelvin Mok
19 JANUARI 2016
HDHISO5P
IBS
, Index
Index………………………………………………….page 1
P1…………………………………………………..….page 2, 3 and 4
P2……………………………………………………...page 5 and 6
P3 ……………………………………………………..page 7
P4 ……………………………………………….…….page 8,9 and 10
P5……………………………………………………...page 12, 13, 14, 15 and 16
P6………………………………………..…………….page 17,18 and 19
Source list………………………………………….page 20
1
, P1 Describe how marketing techniques are used to market products
in two organisations. I have chosen DHL and Heineken
My company for service is DHL express. DHL is a division of the German Logistics company Deutsche
post DHL. Deutsche post DHL provides international express mail services. Deutsche post is the
world’s largest logistics company operating all around the world, particular in sea and air mail. DHL
Express was originally founded in 1969 to deliver documents between San Francisco and Honolulu,
the company expanded their service throughout the world in the late 1970. DHL Express was mainly
interested in in overseas and inter-continental deliveries, but the success of FedEX stood in their way
because of their intra-US expansion in 1983. So DHL expanded to countries that could not be easy
served by another delivery service.
My product company is Heineken. Heineken was founded in 1864 by Gerard Adriaan Heineken in
Amsterdam, as in 2015 Heineken owns more than 165 breweries in more than 70 countries and
employs approximately 76000 people. Heineken also brews and sells more than 250 other
international premium, regional, local and specialty beers.
Marketing is vital in a business function that is necessary in all industries whether they are a non-
profit company or a profit company. For the profit company marketing is responsible for the most
tasks that brings in revenue and hopefully it brings profit for the company. For the non-profit
company marketing is responsible for attracting customers needed to support the company’s
mission. For example donations and support. For both type company’s it is unlikely that they are
going to survive without a marketing plan.
Marketing also is the organizational department that interacts most with the public, what the public
knows is determined with their actions by the marketers. For example people will believe a company
is only using green power because they say it in their slogan, but they cannot give faulty info.
Heineken growth strategy
Heineken constantly outperformed the overall beer market. The international; premium segment
and their portfolio over the past several years. Heineken aims to excite their consumers with
effective global marketing platforms. Such as the current open your world campaign . Heineken
continuous to explore opportunities to introduce Heineken in new markets in response of the
growing consumer demand for high quality beer.
2
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