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Introduction to marketing

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Introduction

Co-op And Easy Jet In this assignment I have been asked to compare my two organization's Co-op and Easy Jet and describe how they both use marketing. I will do this by describing the concept of marketing, the functions of marketing, both of the organizations marketing aim's and objectives, their principles and how effective they affect the businesses overall. The Concept of Marketing The marketing concept is simply what the company asks their selves about how they can increase profits to there company, what do the customers want? Can we develop it while they still want it? How can we keep the customers satisfied? The companies then come up with the conclusion to focus on the customers needs before developing the product, aligning all functions of the company to focus on those needs and realizing a profit by successfully satisfying customers needs over the long term, this is the concept of marketing. The concept of marketing also involves a lot of market research to define the market segments, their size and their needs, theses are all what the company have to aim towards in order to make a profit. In order to do this they must follow the marketing mix. There are many different market definitions; some believe that Marketing is not about providing products or services it is essentially about providing changing benefits to the changing needs and demands of the customer. Some believe that it is all about having the right product, in the right time, at the right place. Another marketing definition is that, 'The right product, in the right place, at the right time, at the right price' this was stated by Adcock et al. This clearly shows that it is all about having the right product at the right time. Functions of Marketing The functions of marketing are the broad areas of marketing that contribute towards the achievement of the marketing principles, these are clearly linked together. ...read more.

Middle

A good example of this is when a company recycles their waste of the product etc. This is important to customers and builds up a healthy reputation within the company allowing them to gain a greater market share. Organization Objectives linking with there Marketing Objectives It is important that marketing objectives and plans support the overall business objectives, in order that the organisation has a common purpose. The overall objectives of the business should have a strong influence on the marketing objectives and plans of the business. The organizational objectives of the company would involve things such as improving their performance etc. Co-ops organizational objectives are, to strive for world-class levels of a business performance. To open responsible and rewarding stores, putting co-op's values and principles into everyday practise. To enhance the lives of our people, members, customers and the communities in which we trade. The last organizational objective would be, to work for the long-term success of the co-op sector. These objectives came form, http://www.cooperative.coop/corporate/groupoverveiw/ourvisionandaims/ Easy Jets organizational objectives are 'to provide our customers with safe, good value, point-to-point air services. To offer a consistent and reliable product fares appealing to leisure and business markets on a range of European routes. To achieve this we will develop our people and establish lasting relationship's with our suppliers' this organizational objective was also found at the company main website at http://www.easyjet.com/EN/About?index.html. Co-op and Easy Jets Organizational Objectives that I have stated above are both linked with the company's marketing objectives, these are linked because the two company both wish to succeed in their markets through there costumers satisfaction, this is very important as it will give them a larger profit and a better turn over. This is in both companies marketing objectives. This is how the Co-ops and Easy Jets organizational objectives meet with their marketing objectives. Marketing principles and the Marketing Activities by Co-op and Easy Jet Marketing Principles of Co-op and Easy Jet The marketing principles are very similar for both of the ...read more.

Conclusion

so that as soon as people visit the website they will be able to see the offer, whereas the co-op does not do this and is the opposite. This is why I think that Easy Jet advertises its deals better than the co-op as it is easier for the customer to see and take in the deals. Promotion of there green policy Easy Jet Easy Jet has a section on its website where it shows all of its green policies that it hopes to achieve and has to offer. This shows us that it promotes that the planes are now more economically friendly both in the air and on the ground and are doing everything they can to give us a healthy planet to live on. Co-op Co-op has a much larger economical and ethical policy than Easy Jet. The co-op has several different campaigns that it supports which include climate change, this is to make sure they are using re usable energy sources and saving as much energy as possible to help the environment, also using more recyclable products like recyclable bags, bottles etc. Employee engagement, this is where employees will help the communities such as for volunteering and fundraising for good causes to help third world countries etc. For these reasons I believe that the co-op has a bigger impact with its green and ethical decisions than Easy Jet. The co-op has a lot more ethical issues that it deals with than Easy Jet, for example the co-op make sure that the food it buys comes from a good source and that everything is bough in a fair way and that its suppliers get a good amount of money etc. Where as Easy Jet concentrates only on the environment, not the people and their suppliers. The co-op makes sure that its products have come from an ethical place otherwise they will not sell them. These are the reasons why I believe that Co-op is much better in this. ?? ?? ?? ?? ...read more.

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