Essay
Unit 3 - Introduction to Marketing P1
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- PEARSON (PEARSON)
level 3 business extended diploma Unit 3 - Introduction to Marketing P1
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Task: P1Unit 3
Introductonn onMarketngn
In this assignment I will be describing how marketng techniques are used to market products in two
organisatons. The organisatons I shall be discussing fdor the purpose ofd this task are Tesco plc and
Apple Inc.
ESCOnPLC: Tesco PLC is a Britsh multnatonal grocery and general merchandise retailer
headquartered in Cheshunt, Hertfordshire, England, United Kingdom. It is the second-largest retailer
in the world measured by profts. It has stores in 14 countries across Asia, Europe and North
America and is the grocery market leader in the UK.
Source: http://en.wikipedia.org/wiki/Tesco
NANDOS: Nando's is ofen mistaken fdor a South Afdrican casual dining restaurant group
originatng fdrom the Mozambican–Portuguese community with a Portuguese/Mozambiquan theme
when it is actually Portuguese.Founded in 1987, Nando's operates about 1,000 outlets in thirty
countries on fie contnents and as ofd 2012 had sales ofd $650 million
Source:nhttp://en.wikipedia.org/wiki/Nando's
MARKE INGn ECHNIQUES:nmarketng is an oierall plan designed to meet the needs and
requirements ofd customers. The plan should be based on clear objecties. A number ofd techniques
will then be employed to make sure that the marketng plan is efectiely deliiered. Marketng
techniques are the tools used by the marketng department. The marketng department will set out
to identfdy the most appropriate techniques to employ in order to make profts.
MARKETING TECHNIQUES FOR TESCPO PLC:
Market penetration: is when a company decides to make a specifc product fdor a certain market.
Howntesconusesnmarketnpenetraton: when tesco is introducing a new product or seriice, fdor
example ‘tesco home deliieries’, they do this by creatng special deals ‘spend more than £25 in
stores or online and get fdree home deliiery.’ This allows tesco to attract many new customers to
their products or seriices. Another example ofd tesco using market penetraton is their readymade
meals. When introducing the new item, tesco will charge the product at a low price or giie large
discounts to gain new customers as they are appealed by the low cost.
Marketndevelopment:nis when a company markets an existng product to a new market.
nHowntesconusesnmarketndevelopmentnn: tesco has stores in 14 countries
across Asia, Europe and North America , Malaysia, the Republic ofd Ireland and Thailand. Tesco sells
their products to a wider range ofd customers outside ofd the UK therefdore has deieloped their market
to new customers in diferent countries.
Productndevelopment:nis where a business creates a new product to sell to their existng
customers.
Howntesconusesnproductndevelopment:ntesco has created ‘tesco ialue range’ to sell to their
existng customers. This is because they haie iniented their own branded fdood, beierages and
clothing’s fdor the existng customers. This means that tesco are able to get new customers and keep
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