• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Comparing and Contrasting the Marketing Techniques of Tesco and Umbro:

Extracts from this document...


M1 unit 3 Comparing and Contrasting the Marketing Techniques of Tesco and Umbro: In this report I am going to compare two successful organisations by comparing their marketing strategies. I am going to use the Ansoff matrix to show how both organisations differ within the growth strategies and this will also generate an insight on which customers both organisations look to attract. Brands The brands differ in many ways and this is mainly because they look to attract different markets. Tesco has a Brand name which is also the shop name and it?s the word ?Tesco? but in bright red cap locks with light blue lines underlining each word separately. This brand goes on their food products and they have another brand ?f&f? for their clothing products. Whereas Umbros brand is a diamond in a small diamond and the words ?umbro? at the bottom, this is on all their clothing and products such as bags. ...read more.


Existing Products New Products Existing Markets Market Penetration Product Development New Markets Market Development Diversification This is the Anoffs Matrix growth strategy and businesses go through the strategies, whether it would be all of them or just one of them, they have to make sure they go through these strategies in order to grow in the business. Every business starts off with market penetration as this helps them keep existing customers loyal. Then a business may choose to attract new customers (markets) with their existing products, this is called market development as the business looks to attract new customers. The business may then want to make a new product for their existing customers; this is called product development as the business looks to sale different products to the same customers. When a business makes a new product to attract a new market this is called Diversification as the business will be taking a risk in selling new stock to new customers. ...read more.


Diversification: Tesco have been through diversification as they currently own a petrol station and a mobile network whereas Umbro has not been through diversification as they only sale sport products but they have made football related pencil cases. Relationship Marketing: Tesco uses club card to make a relationship with the customer as they have millions of customers who shop every day and they want them to keep coming back and not go to their competitors. They designed the club card so that it generates loyal customers Whereas Umbro doesn?t deal with individual customers; they only deal with their retail customers. They also deal with football teams as they are a sports manufacture. Tesco make relationships with retail customers and offer them deals so they keep them coming back. Conclusion: It can be seen that both companies use similar marketing techniques but in different ways and they both use the Anoff matrix to grow even though they?re both very different companies. Khamis Juma ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Marketing & Research section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Marketing & Research essays


    does they would go up to a member of staff and talk face to face orally. The advantages of using face-to-face communication are that you can express yourself fully, the point gets across easily and you will get a quick response.

  2. Unit 3 - Marketing Research And Marketing Mix

    Internal constraints that could affect the marketing for the Ribena tropical could be: * Distribution - A key factor that is needed to be recognised in the distribution of the product itself. Mentioned earlier as part of the business' placement scheme Ribena would sell directly to supermarket stores such as Asda, Sainsbury's and Tesco.

  1. For this assignment I have been asked to produce a new marketing strategy for ...

    Development ? The launch ? Growth ? Maturity ? Decline Development: No product or service can be decided in one day and be made the second day. Each new product idea has to be researched, designed and tested to be able to stay in the product life cycle.

  2. Marketing Research. Explain how different marketing research methods have been used to make a ...

    between the answers, when using the range this can also help to understand the mean results. For example if one person was willing to travel 100 miles for the product but most people were only willing to travel 15 showing the range of answers can help to identify why the average has been affected.

  1. M3: Analyse how external factors have impacted on the two contrasting organisations

    as the interest rates are decreasing and the inflation rates are increasing and the wages are still the same. The employees of the Met Police debated and apposed a strike for a pay rise. This would affect the local community because if the police force had gone on a strike,

  2. Applied Business Studies

    THREATS The main threat that could affect my business is if new competitions come in, and I have to either match up to their standards, or exceed over them. This would be very stressful as I would be worrying if my customers are going to that store instead of mine,

  1. Describe how marketing techniques are used to market products in two organisations. The two ...

    money spent, Clubcard deals worth 4x value and can be used in store or online.

  2. Evaluate the effectiveness of marketing techniques in Tescos.

    One has been emphasis on the growth of Core UK business in order to expand internationally. This growth has allowed that company to position itself in food and non-food sectors based on retailing services. Over the years, the company has witnessed financial fortunes which have been reflected in its growing sales.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work