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The table below shows the comparisons between Sainsburys and Netto and how they apply the Marketing Mix.

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Introduction

The marketing concept is the belief that companies should analyse the needs of their customers then make decisions which will hopefully satisfy the needs better than other competitors. Companies following this concept put customers at the centre of all business decision making and planning. There are many definitions of marketing, a well recognised definition of marketing from "The Chartered Institute of Marketing" is: "Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably" This definition mainly states that marketing is a process that focuses on the needs of customers. It deals with finding a gap in the market that consumers will be interested in, considering how best to act on these findings to benefit the business, following this should satisfy the needs and wants of customers. It is essential to have good Marketing for the success of a business as this will ensure customer satisfaction. As customers are the centre focus of a business is it important to aim to achieve goals. Some principles of marketing are: * Understand customer needs and trends. - It is essential for a business to know the wants and needs of potential customers if the business intends to be successful. ...read more.

Middle

* Keep ahead of the competition * Communicate effectively and regularly with consumers * Utilise where possible, new technology. The tool used to achieve the principles of marketing is the Marketing Mix, also known as the 4 P's; Product, Price, Place and Promotion. The effectiveness of the use of the marketing mix will be shown in the success of the organisation. The two businesses I chose to monitor the principles of are Sainsbury's and Netto. I will also asses how well these principles are achieved. The Marketing concept focuses on the customer ensuring all the needs of the customer are put first as the customers are the most important part of all decisions made in a business. Understand customer needs and trends I think Netto understand the needs and trends of their customers but it does not appeal to a wide range of customers. Although Netto do succeed in understanding the needs of their target market by providing low cost products for a market with a low income. So Netto do succeed in reaching out to its target market but Sainsbury's has gone further in understanding the needs of customers by aiming products of high and low cost to appeal to a wide market of customers as well as a wide variety of products which are regularly updated. ...read more.

Conclusion

When it comes to keeping ahead of the competition Netto have been a great success as their prices are low, this can be maintained by ensuring to monitor their competitors. Netto could become more successful by communicating with customers better. This could be done by extending the forms of advertisement that Netto provide to the public. Also continuously updating the online website regularly could also improve communication as they are more aware of what is going on in the business. Also something that could have a big impact on the success of the business could be the customer service, the service and manner in which customers are managed could be the difference between loosing and gaining customers, so if Netto were to improve the way their staff present themselves and the level of care they give to customers Netto could become more successful. Netto could improve their business by improving their use of technology. Making their online website a place that customers can order from and have home delivery may raise the level of business the company get. Another way they could take advantage of technology could be to add self service checkouts; this way there will be more staff available to assist customers around the store. ?? ?? ?? ?? ...read more.

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