Marketing

Marketing

Market research

Market research involves the capture and analysis of consumer, competitor and market trend data. JD (part of JD Sports Fashion PLC), the UK’s leading retailer of fashionable sports and leisure wear, uses market research to support and develop its business. It enables JD to assess more accurately the level of...
Marketing

Marketing mix

The National Trust is a registered charity. Every year it welcomes around 19 million visitors to its properties and special places, which are open to everyone. The Trust uses a variety of messages and communication channels to promote the work that it does. The marketing mix (the four Ps) is...
Marketing

Ansoff’s matrix

The main purpose of a marketing strategy is to set out the means by which agreed marketing objectives are to be achieved. One way of analysing the various strategies that an organisation may use to grow the business is with Igor Ansoff’s (1965) matrix. This considers the opportunities of offering...
Marketing

The marketing mix

The marketing mix (the four Ps) is a means of assessing how an organisation can balance the four key elements of product, price, place and promotion in order to meet customers’ needs and achieve its sales objectives. Promotion covers all the tools and techniques by which an organisation markets its...
Marketing

Market research

Market research involves the capture and analysis of consumer, competitor and market trend data. As markets change constantly it is important for businesses to have a comprehensive view of consumers in order to develop products and services that satisfy their needs better than the competition. JD has established research mechanisms...
Marketing

Ansoff’s matrix

Igor Ansoff’s (1965) matrix is one way of analysing the various strategies that an organisation may use to grow the business. This considers the opportunities of offering existing and new products within existing and/or new markets and the levels of risk associated with each. Enterprise Rent-A-Car has focused its growth...
Marketing

Market research

In competitive markets many organisations are increasingly turning to market research to support their decision making processes, such as, opening new stores or expanding internationally. Burger King has announced that it is planning to open its first restaurant in South Africa early next year. Decisions like this need to be...
Marketing

Safeguarding the environment

The National Trust has successfully raised the money it needed to buy a 0.8 mile section of the White Cliffs of Dover. The appeal, launched in June, reached its £1.2 million total two months earlier than anticipated. More than 16,000 people and organisations have supported the appeal to safeguard the...
Marketing

Expansion strategies

Faced with options for growing the business, a company needs to consider levels of risk involved with each option. Enterprise Rent-A-Car, the international car hire company, has over its history grown through the less risky strategies of product development and market development as well as the higher risk option of...
Marketing

Promoting through social media

Social media is increasingly being used for marketing and promotion purposes.  The National Trust, a registered charity which looks after historic properties and special places across the UK, has recognised the power of social media and is using new technologically-inspired marketing activities to increase the ‘shareability’ of its messages. This...
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