Describe how marketing techniques are used to market products in two organisations. The two companies that I have chosen are Apple and Tesco.

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P1: Describe how marketing techniques are used to market products in two organisations. The two companies that I have chosen are Apple and Tesco.

Definition of marketing: The action or business of promoting and selling products or services, including market research and advertising.

Marketing is known as a company advertising a product or a service. The main aim to marketing is to advertise, gain market share, raise brand awareness and maximise sales.

What is a SMART objective?

Marketing objectives should meet the overall aims and objectives for example “We aim to achieve 75% customer awareness of our brand in our target markets” this marketing objective will meet the SMART objective criteria. A business objective is a goal that an organisation sets for itself, for example, profitability, sales growth, or return on investment. Nowadays; objectives have to be SMART this stands for the following;

Specific – Objectives should specify what they want to achieve

Measurable - Should be able to measure whether you’re meeting the objectives or not.

Achievable - Are the objectives set, achievable and possible?

Realistic - Can you logically achieve the objectives?

Time related – After what period of time would you like to achieve the objectives set?

Tesco’s Example:

“After 3 months of trading Tesco aims to reduce complaints by 50% and increase compliments by 20%”.

List of generic marketing techniques:

  • Branding
  • Relationship Marketing
  • Growth strategies
  • Survival strategies
  • Brand building and positioning


Tesco has started to trade since 1924 they have 2,482 branches in United Kingdom. Tesco sell a wide range of items in their superstore clothing section, bakery and ethnic section. They provide services such as travel insurance, car insurance, home insurance, pet insurance, health insurance and dental insurance this is provided to the customers. The size of the store is large it also includes the number of staff in UK which is 287,669. Thailand was the first south-east Asian country into which Tesco moved on a large scale, and by the end of 2002, Tesco had already captured 31% of the Thai market.48 Tesco now has 64 stores in Thailand 47 of which are hypermarkets. The operating profit of the company is £3.5bn; this tells us how Tesco has increased their profit within the nine years from 2001 to 2010. The group sale of Tesco is £62.5bn this tells us how the sales of the company is being increased from 2001 from 2010. The total revenue of the company is £38,558m. The total revenue of Europe is £8695m; in US the revenue is £349m and finally the revenue in Asia is £8432m.The turnover of the company from 27th February 2010 is £62,500m. Tesco PLC is based globally, they are a national company.

 Aims and objectives for Tesco’s:

  • “To grow and maintain the number one retail company in the UK.”
  • “Offering customers the best value for money and the most competitive prices.”
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Tesco’s growth strategies:

Ansoff’s Matrix diagram

The Ansoff’s matrix can be used in Tesco as it can help an existing product increase sales to the existing market which is referred to ‘market penetration’. The diagram can help Tesco to have new product developed for existing markets which is called ‘product development’, ‘market development’ is when Tesco can use their existing products sold to new markets. ‘Diversification’ is when Tesco can use new products sold in new markets for example they have recently introduced a Tesco supermarket in India.

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Generic meanings of the Ansoff’s Matrix:

Market penetration: This involves selling more of an existing product line into existing markets. Possible opinions are persuading retained customers to use more on attracting new customers all together this is normally only viable when a market is growing.

Product development: Requires the organisation to develop modified version its existing products which can appeal to existing markets. By tailoring the products more especially to the needs of existing consumers the organisation can be strengthen the competitive position.

Market development: Entails expanding into new markets with existing products. These may be new markets ...

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