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BTEC Business Studies Level 3 – Unit 12Describe the benefits and opportunities to the business of using
Internet marketing within the marketing mix of a selected business and
analyse the marketing opportunities and challenges faced by a selected
business when using internet marketing – P3 and M2
Introduction
Within this task I will be describing the benefits of using internet marketing
within the marketing mix for Tesco which is a private sector business that strives
to make profit and get a better turnover annually. Also, within this document I
will be analyzing the marketing opportunities for Tesco and I will also be explain
the challenges for Tesco when they use internet marketing to promote their
products.
The essential product details are:
Price
Colour swatches
Images
Promotional deals
Description of features and specifications
Benefits and opportunities of internet marketing for Tesco
When businesses use internet marketing they get many benefits in a marketing
context, because they can sell the products online twice as fast selling their
products in their actual store, because more and more people are using the
internet to buy products online due to people’s life’s getting busier and busier. In
this case, I will be talking about Tesco, They use internet marketing to make
more profit because they can put their prices up higher online because people
have no choice but to buy their product online if they can’t go the store. With the
internet, Tesco have a great opportunity to sell products that would not probably
sell in their store, because they can give a description for all their products
online so that their customers can see what the product is for and get a better
insight about the unknown product, whereas customers who go to the Tesco
branch won’t buy a product that they don’t know because they know how it
tastes or what it does.
Internet marketing allows Tesco to overcome the barriers of distance. Tesco can
sell goods in any part of the country and with setting up local outlets, widening
their target market. Tesco can sell to people in any part of the UK which is a good
things because there is not a Tesco branch in every part of the UK so the people
that don’t have a Tesco branch within a small radius can just go online so they
can get the products they want.
Tesco can also get extra money from delivery services, because everyone who
buy items from Tesco online has to pay a delivery fee. Tesco advertise their
products on their website because they will get noticed more that when they are
advertised in the shop. When a user on the internet goes onto the Tesco website,
the first thing they will see is their products and what products are on special
offer so that the can save money. Tesco also have customer service on their
website. This means that someone can go on their website and complain about
, BTEC Business Studies Level 3 – Unit 12
something related to Tesco or they can seek to get advice from one of the Tesco
advisors about a particular product that Tesco are promoting on their website.
For Tesco, the internet provides an important platform for building relationships
with customers and increasing customer retention levels. When a customer buys
something from Tesco’s website, they will receive an email to confirm their order
which will give the customer a sense of security. Tesco email their customers that
have brought something on their website regularly with special offers and special
sales that are on their website for a limited time only. Tesco also invite their
customers by email, to write customer reviews on their products to build a sense
of community for their website and their new customers that want to read the
reviews on a particular products before buying it.
Lastly, Tesco’s have responsive transactions on the website so this means as
soon as a customer buys a product from their website, they will be charged and
the money will be taken out of their account. A customer will automatically get
an email sent to all of his/her devices so that the customer will get updated on
when their product or products are coming so they can know when to expect the
delivery from Tesco. Another cool thing on the Tesco website is that you can use
your club card online to save money and customers also get additional points to
their club cards when they purchase something from the Tesco website. Tesco is
also updated their product information so there are always new deals on
products for their customers to save money on.
When you analyse the opportunities for Tesco with using internet marketing, you
can see a lot of ways that they can market their products to people online. For
example, Tesco can advertise their products that are currently on sale so a
popular website so that they can get a lot views and clicks on the
advertisements that intrigues people on the internet. I think this is a good
advertising method from Tesco because it gets all of the products that want
attention, a lot of attention. There are a lot for people on the internet these days
so a lot of people will see the products advertise so this means the products will
be well known by people because of the internet. The other thing is that Tesco
uses popular websites like YouTube and Facebook to advertise their most popular
products, because people will buy them due to them being very popular
customers that go to Tesco.
Tesco’s website in my opinion, makes it easier for customers to get their products
because they can just search for the product they want in the search bar and
then they will see the products that they want in an instant. This is a great
feature for people who are busy and cannot afford to waste time walking to
Tesco, because they might have to be at a different place. Tesco also make their
delivery service free, which is a good thing for their customers because they
won’t be put of ordering from their website due to the prices being just the same
as when they go to Tesco.
For Tesco, there are some challenges for them that they have to overcome in
order to sell their products faster. Tesco have to overcome the challenges
possessed by their supermarket rivals, such as Morrison’s, ASDA and Sainsbury’s.
All of these supermarkets have online services where there customers can buy
products from so Tesco have to make sure that they make their products cheaper
than other supermarkets and make sure they are still making profit at the same
time. In my opinion if Tesco made their products a bit cheaper, they would get a
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