Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Answer: In this section I have taken a two firms which will covers a whole assignment. Firms are
Coca-Cola and Nike
Marketing is an action firms takes in order to promote and sell its products or services; it also includes
research and advertisement of the product or services. Marketing is phenomena where firm advertise its
products or services. The main purpose of the marketing to counter your rival and earn the market shares
through advertisements and other techniques. Marketing helps in raising brand awareness and maximize
the sales. Main objective of the marketing is achieve overall expectation of the firm. Firm try to meet set
objectives through marketing for example, frim aim to achieve higher sales, Firm aim to expand its
market, aims to introduce new product, aim to create more awareness among the customers. (BEATTIE,
2019) Discussed the 7 main techniques of marketing. But generic marketing techniques includes;
Branding
Relationship marketing
Growth strategies
Survival strategies
Brand building and positioning.
Coca-Cola is among best car seller in Eastern region. Coke has applied Bradding strategies in order to
facilitate its consumers. Another techniques which Coke uses is brand building and positioning. Thorough
branding Coke try to fill the gaps, what they have promised and what they are delivering. From last few
decades Coke trying its best to come up with unique designs in bottles, inside computer system updating
to insure quality and safety features ,now, have become a Coke’s top priorities.
Whereas, Nike believes in relationship marketing and branding, Nike through its emotion advertisement
triggers a more effective outcomes. Nike through messaging keep track on its customers and their needs,
Nike also send them a wishing/greeting messages to realize them their importance.
D1 evaluate the effectiveness of the use of techniques in marketing products in one organisation
Answer: the paper (Saif, 2015) examined the impact of marketing techniques on firm’s
performance. Study found that factors such as promotion, prices and advertisement have a
significant impact on firm. Author (Caroline, 2017) examined the impact of different marketing
strategies on firm, author found a positive and significant impact of different variables on sales
and frim. Author also concluded that promotion strategies cause a positive and significant impact
on firm’s sale; it helps customers to be informed from firm’s products and services. Place
strategy also have a significant impact on sales. Another variable was location-based strategy,
which also place a positive impact on firm’s performance, it helps in removal of barriers. Pricing
strategy helps in gaining more market shares and making new customers profiles.
Empirical evidence supports over view that marketing strategies have significant results on sales,
coca cola’s and Nike’s strategies has made them market leaders in their respective industries and
helped them to earn market portion. That’s why Coke had eliminated the kingship of Thumbs up
in India by takeover (Ghaswalla, 2013).
D2 make justified recommendations for improving the validity of the marketing research used to
contribute to the development of a selected organisation’s marketing plans.
Answer:
Nike should know its targeted customers. Who are they? Children, infant or adults?
Before analysing Nike should gather enough information regarding to its targeted
customers.
Nike then need to analyse costumer’s information in deep detail; this will help Nike in
their understanding will get better and better which then they can put all that knowledge
into action.
As on MacDonald failed in several industries such as McHotel. Reason were Mac failed
to deliver its customers with their required needs. There 4 are types of researches
(discussed above) can help Nike to get analyse its customer’s needs. So it’s better for
Nike to conduct research before entering into nay new market
Today’s world converting itself into new technological age, now Nike has to make itself
up to date for conducting future research.
P5 explain how and why groups of customers are targeted for selected products
Answer: By designing market segmentation Nike and Cola can easily have more market shares.
Both firms divined their customers into different market segmentation in order to get better
understanding of their customers and their needs. These segmentation or approach includes
Demographic segmentation, where Nike divides its customers according to their gender and
ages. Another approach is geographic segmentation, through this Nike and Coca cola determine
their targeted customer’s on the basis of geographical location. Nike does not offer summer
collection in Serbia and Russia. Another targeting strategy is Psychographic segmentation, here
Nike and Cola both emotionally target their customers. National songs and dresses Coca cola
uses in order to attract its customers.
Why they use? Segmentation helps (Koo & Koo, 1997) in getting better understanding of firm’s
customers. It helps managers to get detailed information regarding its customers. this techniques
helps to get feedback regarding the services and products Nike and cola offering, Segmentation
also helps to get feedback about Nike’s and Cola’s new products.
M3 develop a coherent marketing mix that is targeted at a defined group of potential customers.
Answer: (Goi , 2009) paper concluded the mix of logical market strategies. By using market
segmentation Nike and Coca cola can better use P’s strategies to increase market share, increase
the number of existing potential customers and their needs. Potential customers are loyal to the
products and services both firms are offering. But Nike and Cola may lose their potential
customers by increasing or changing the any of the element of P’s.
Bibliography
BEATTIE, A., 2019. 7 Popular Marketing Techniques for Small Businesses. [Online]
Available at: https://www.investopedia.com/articles/financial-theory/11/small-business-
marketing-techniques.asp
[Accessed 1 Jun 2019].
Caroline, M. K., 2017. The effect of marketing stratagies on sale performance of small and
medium businesses in Kenya.
Ehindero, M. J., 2013. The Impact of Marketing Research on Product Development.
Ghaswalla, A. N., 2013. No regrets selling Thums Up, says Bisleri chief Ramesh Chauhan.
[Online]
Available at: https://www.thehindubusinessline.com/companies/no-regrets-selling-thums-up-
says-bisleri-chief-ramesh-chauhan/article23106362.ece
[Accessed 2 Jun 2019].
Goi , C. L., 2009. A Review of Marketing Mix: 4Ps or More?. Internatioanl journal of Marketing
Studies., 1(2009).
Koo, L. C. & Koo, H., 1997. Customer Segmentation through Quality/Service expectation.
Resarch gate, Issue 1997.
Saif, N. M., 2015. How does marketing strategy influence firm performance? Implementation of
marketing strategy for firm success. International Journal of Innovation and Economic
Development, Volume 1, pp. 7-15.
Trooper, S., 2011. Introducing The Basics Of Marketing. [Online]
Available at: http://leahjones321.blogspot.com/2011/12/limitations-and-constraints-of.html
[Accessed 2 Jun 2019].
Zaborek, P., 2015. Elements of Marketing Research. Warsaw School of Economics, Issue 2015.