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Unit 5 P1 P2
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Btec Level 3 Business Unit 12
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In this assignment I will be using EBay and Tesco as my twocontrasting businesses that will help me to define and illustrate
Internet marketing. I will also give the introduction of each business,
following the 7p’s. Further more I’ll discuss what technique/strategy
does each business use to promote relationship marketing and how
does each business divide their market and target them. I will also
use examples for each so that my point is understood.
EBay is an American multinational corporation company which
operates online and provides Consumer to Consumer and Business
to Consumer sales services through the internet. It is originated in
California, United States in 1995 and was found by Pierre Omidyar.
EBay has become a notable success as it is a Multi-Billion dollar
business with operations localized in over thirty countries. The
company operates online only and has their distributors in every
area providing services to customers. People here can also sell their
own products whether by fixing its price or by letting people bid on
your minimum price.
Tesco is an UK international grocery and general merchandise retail
chain, which is the largest British retailer by global sales and
domestic market share, with, profits more than 3 Billion. Currently
it’s ranked third as the largest retailer based on revenue. Tesco was
found in 1919 by Jack Cohen when he began to sell surplus
groceries form a stall in the East End of London. The first ever Tesco
brand appeared in 1924 when the name came about after the
founder Jack Cohen bought a shipment of tea from. He made new
labels using the first three letters of the suppliers name (TES) and
the first two letters of his surname (CO) , forming the word TESCO.
The first ever shop was opened in 1929 in burnt oak. Originally
Tesco specialised in food and drink, it has various areas such as
clothing, consumer electronics, telecoms and health etc.
EBay Tesco
Price The price ranges are Tesco pricing
different for products strategy is based on
depending on their its marketing
quality, existence message which is “
and brand image. Every little helps “.
Prices are set in two The company aims to
ways for EBay, one is reduce the cost of
through bidding, purchase and
which is a really slow operation cost
process which through economies
involves a bid of scale and a set of
between the buyers other measures in
in order to win the order to pass the
auction, so the cost advantage to
highest bidder gets customer as the
1
, to win and can have main brand value.
the item. The other is They also give
simple and quicker vouchers, clubcard
method in which the points that the
company sets fixed customer can use in
prices on the product many ways.
and it states “but it
now” which means
buyers can purchase
it without bidding or
wasting any sort of
time.
Promotion EBay radio provides Tesco is really
traders and EBay successful in retail
community members business and the
with the latest in reason behind this is
news and views from the satisfaction of
around the eBay customers by all
world and covers means. However the
major EBay events customers are
like the annual EBay notified about the
live conference. EBay promotions through
Bucks Rewards media
Program gives those advertisements,
who use PayPal on sponsorships of
Ebay 2% back on events and charitable
qualifying purchases, causes etc.
participants get a Moreover, Tesco
reward cerficate at Clubcard is an
the start of each effective promotional
calendar quarter for tool that contributes
the amount of EBay to the business
Bucks they strategy of cost
accumulated in the advantage.
previous quarter. Importantly, apart
They have 30 days to from just contributing
spend it on any EBay to customers loyalty
listing with PayPal. through discounts or
EBay similar to Tesco vouchers on
provides Coupons, purchases, it also
discounts, helps to understand
promotional codes customer trends and
and an EBay taste which helps to
bargains page at adapt to the
DealTaker.com changing
environment quickly.
Place EBay provides an Tesco utilises two
channels to sell its
international site products and
2
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