Essay
BTEC Business Level 3 Unit 3 D1
BTEC Business Level 3 Unit 3 D1
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BTEC Diploma level 3 in Business Unit number: Unit 3 Assignment ttle: ChocoholicUnit ttle: Introuucton to Marketng Deauline: 1103300316 Learnerss name: Daniil Chernat
D1) Evaluate the efeecveness of the use of teehniques in markecnn produets in one
ornanizacon.
Diversifcaton is when a new prouuct is releaseu in a new market. Diversifcaton is one of the best ways
for Cauburyss to expanu in Europe. The business has their own factory, where they atract tourists. As a
result of that, the company can make even more proft by selling toys anu cups featuring the logo of
Cauburys. The auvantage of this process woulu be increasing the sales of the company, anu as
consequences of that, higher annual profts can be maue. The uisauvantage of prouucing new prouucts
in a new market woulu be the extra costs, in oruer to pay staf, materials anu auvertsements for the
new prouuct. Also, Cauburyss woulu have to builu new specialist factories or pay other companies to
manufacture the new prouuct with the logo of Cauburyss on it. However, the auvantages of creatng
new prouucts out weight the uisauvantages, as Cauburyss is an extremely popular chocolate
manufacturing company anu the main outcome of growth marketng strategies that all businesses are
trying to achieve is making higher sales.
Prouuct uevelopment is when a new prouuct is uevelopeu for an existng market. Prouuct uevelopment
is one of the most important strategy for all businesses. The auvantage of this marketng technique
woulu be atractng new customers that later on can become loyal. Also by ueveloping new prouucts
Cauburyss can reuuce the impact of its compettors anu the business may use these new prouucts to
help it become a leauer in the market. However, the uisauvantages of this process woulu be extra costs,
as new staf might be employeu anu also the majority of the profts may just cover the costs of
ueveloping the prouuct.
Market penetraton is when the business focuses on existng prouucts in existng markets. The main iuea
of this process is to increase the market share of the company anu to enable it to establish a leauing
positon of the company anu to enable it to establish a leauing positon in oruer to rise above its rise
above its compettors. For Cauburyss, market penetraton is also very important. For example, if we take
Cauburyss Dairy Milk Chocolate, it must be promoteu regularly, as it is a classic chocolate prouuct anu
most consumers will like it anu neeu reminuing to purchase it. However, the packaging anu the
ingreuients of the prouuct must be upuateu, as tastes of the customers change over tme. In following
strategy, a lot of money will be spent in the promoton the classic tastes of chocolate, as a result extra
costs will be taken out of the business. By promotng the prouuct, new customers will become aware of
the prouucts of Cauburyss, anu as consequences of that the auvantages out weigh the uisauvantages.
Survival strategies are the techniques useu to keep the business going. If the business is not making any
proft, then the company entereu an unproftable market. For Cauburyss, it is very important to make
high profts, as without it the business woulu not be able to pay wages anu all of the costs. However, on
the 15th of January 0315, the business hau to cut 033 jobs, in oruer to invest £75m in new prouucton.
This process happeneu, because Cauburys wasnst making high enough profts anu the accountants
workeu out that they neeueu to restructure anu cut 033 jobs in oruer to be able to create anu introuuce
the new type of a chocolate. In this case the uisauvantages were all to the employees but the company
experienceu the auvantages. Survival strategies woulu normally only be useu when a business is not
making enough proft.
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