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Business level 3 unit 9. M1 and 2
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Business level 3 unit 9. M1 and m2
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M1- Explain how promotion is integrated with the rest of the marketing mix in aselected organisation to achieve its marketing aims and objectives.
In this task, I will explain how promotion is integrated with the rest of the marketing mix in a
selected organisation to achieve its marketing aims and objectives. I will select an
organisation and then talk about its background and history. I will then explain what
promotional elements they have used and how it helps to meet their aims and objectives. I
will then research the organisations aims. Finally I will explain how marketing objectives
meet the organisations overall aim.
Argos
The well-known organisation I have chosen is Argos. Argos is part of the Home Retail
Group, the UK’s leading home and general merchandise retailer. It is the leading digital
retailer; they offer more than 33,000 products through online at their website. They have
over 430 million website visits annually.
Aims and Objectives
Aims and objectives are where the business wants to go in the future, its goals. The
objectives are what they have to do in order to achieve the aim. Because Argos is a big
business their aims and objectives are not as they were when they first started the business
which would mostly be survival and profit maximisation. The aims for Argos now are to gain
more public awareness and the objective will be to advertise. They also need to gain a 15%
profit in 10 months and the objective will be for them to discount some of the products so
more people buy it.
Smart objectives
Specific- Argos aims to gain 15% profit
Measurable- Argos aims to increase the amount of customers they have by 5% in 6 months
Achievable- Argos wants to open 3 more stores in one year
Timely- Argos wants to expand their profit by 30% in one year and a half
Marketing mix
Product- Product is the actual item or service that Argos is selling
Argos aims to increase the profit from products they sell by 10%in 6 month time
Place- Place is where the item or service will be sold e.g the store or in a ware house
Argos aims to Open up 3 more stores in London by one year and a half.
Price- The price is how much the organisation is selling the product
the aim of Argos is to discount on some of the product so more people buy it.
Promotion- Promotion is what the organisation does in order to promote their brand or
product
Argos aims to get more recognition and more customers by using different methods of
advertising.
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