Theory 4(Explanation) From Sun Tzu’s Art of War, “those who are not able to win must defend” which means defend yourself when you cannot defeat the enemy and wait for a good time to attack back the enemy when you can. Sometimes a good defense, but also a kind of attack, when you can protect yourself for a long time, you can also deplete the enemy 's resources. Thus, they are capable both of protecting themselves and of gaining a complete victory. Company’s Practices One of the listed company using the defensive strategy which is Tesco. Tesco was the market leader in general merchandising when Wal-Mart began to move in, Tesco responded by lowering the price on many items, to attract their customers with lower prices, while simultaneously improving the personalization of coupons and promotions. In so doing, and although Wal-Mart’s ongoing success, Tesco kept hold of its customer in many cities. Defensive marketing strategies refer to the actions of a market leader to protect its profitability, market share, product positioning, and mind share against a new competitor. If not undertaken, customers will leave the established business in favor of the competitor and will let the competitor displace the market leader and rise to the top. Tesco must be used different defensive strategies and depend on the nature of the competitor’s attack. If the competitor’s product is low price, this strategy will be a focus on the price-sensitive customer. If the new product has a specific
Unit 1: The Business Environment Task 1: Describe the types of business, purpose and ownership of two contrasting businesses. Tesco is a profitable British global company and is the third largest retailer in the world measured by profits. Brockenhurst is a non-profitable local organisation located in the New Forest run by the government. Tesco 's is the grocery market leader in the UK where it has a market share of 27.8%. (Tesco 's was founded in 1919 in London and Jack Cohen bought a plot of land in 1934) since then the supermarket has expanded.
For the business-level, Trader Joe’s adopted a differentiation focus strategy. According to our textbook with this strategy, Trader Joe’s seeks to differentiate in its target market. They rely on providing better service than broad-based competitors. Specifically, they focus on the special needs of the buyer in other segments (Dess, Page 159). Joe’s differentiates its self from other grocers by providing a unique shopping experience fortified with their private label goods and great service from their crew members.
A new competitor is a risk occurrence that is completely out of the control of the business. Consumers have different tastes. A new competitor may be able to tap into some of Target’s core customer based with some differentiation. Target will need to have be to tap into and respond to those customer needs by altering its products and services to match those of its competitor. If Target has effective risk management system to track external risk like changes in customer needs or wants, the retailer will be ready if another competitor tries to enter the marker to meet those needs.
In most cases, competitive moves by one firm have noticeable effects on its competitors and, thus, may invite retaliation or efforts to counter the move (Porter 1980). Companies respond to competitor challenges by counterattacking with increasing advertising expenditures, cutting prices,
Tesco is retail organisation working in the UK and has accomplish numerous turning points that made them the greatest retail supermarkets everywhere throughout the world. The organisation is working with various 67,784 stores in a wide range of nations on the world with a turnover of about £62.284 billion as it is recorded in the year 2015. Business pattern of the Tesco incorporates grocery stores, hyper stores, and superstores alongside their substantial assortment of organic and non-organic item in the business sector. The organisation is recorded in the London Stock Exchange. It is a part of FTSE 100 Index.
Besides that, product differentiation is one of the threats of new entrants. Starting a new business we need to use a lot of money for advertising to attract customer, but we have to create our new things that cannot found in others competitors. For non-traditional barriers to entry, we have unique business model. We created a business with a unique design and establish a network of relationships that makes the business model work so that no people can easily to copy our
Specifically, Ralph’s (similar stores are Vons and Albertson’s) and Whole Foods (similar stores are Gelson’s and Trader Joes) are two firms that utilize cost leadership and differentiation. On one hand, we have Ralph’s using cost differentiation by providing a broad range of merchandise at a decent price. On the other hand, we have Whole Foods that has implemented a differentiation strategy by marketing their merchandise as healthier (organic). The trade of for both companies is that they are attracting less consumers by just marketing to a specific crowed. For instance, if Whole Foods had lowered their price and still sold premium merchandise, soon Ralph’s would be in trouble.
Without having a good communication, proper information and effective knowledge company can not get the successes in the market. But the Tesco is the big company in the market. They have already had get the successes in the market so they have to maintain that successes and they are making the higher goals that have to be achieved. Tesco also needed a good communication, effective information and effective knowledge.
Tesco has built a lot on the strength that has developed as a market leader in the UK supermarket sector. Tesco makes sure their business all over
Normally, consumers have unique needs that are not similar all the times. Therefore, the company must develop products that can address the unique concerns of the consumers. Evidently, Apple Inc. has been successful in the creating variety of products. However, pricing of the Apple Inc. products tend to limit the ability of buyers to purchase the products. While the company might justify the price of the products, setting the prices too high limits the ability of the willing buyer to purchase the
Walmart has succeeded in achieving the leading position in the retail industry. Walmart now stands as the biggest retailer in the world. However, the external factors constitute pressure on the company that must be address carefully. By analyzing the five forces of external factors we will define the nature and power of our rival power in the market. The five factors are competitors from rival, potential new entrants, substitute products, supplier bargaining power and customer bargaining power all of these competitive forces affecting Walmart position.
This is the comparison of the benefits offered by a company's product to its customers relative to the price it asks customers to pay. To do this, companies can influence the value proposition in one of two ways mainly. This can be done through long term brand building. They can also offer a relatively low cost to enhance value. Ultimately, the key is that customers perceive that the product's merits exceedingly justify its price.
"We are not in business to make maximum profit for our shareholders. We are in business...to serve society. Profit is our reward for doing it well. If business does not serve society, society will not long tolerate our profits or even our existence." Kenneth Dayton, former Chairman of the Dayton-Hudson Corporation 1.
AMITY UNIVERSITY, AMITY SCHOOL OF BUSINESS, NOIDA, UTTAR PRADESH PROJECT REPORT ON: “MARKETING STRATEGIES OF ‘CADBURY’-MONDELEZ INDIA” SUBMITTED TO: DR.SUPRIYA JHA ASB, AMITY UNIVERSITY, NOIDA, UP SUBMITTED BY: ADITI GUPTA BBA – CO7 A3906413041 SUMMER PROJECT REPORT ASB, AMITY UNIVERSITY, NOIDA, UP OBJECTIVES OF STUDY To study about the company’s marketing objectives. To study company’s variety of products. To overview company’s competitors. To study its marketing strategies: communication strategy, distribution strategy and pricing strategy.
Strategic marketing is a broad and practical subject which included the concept of marketing subjects of previous semesters such as business marketing. The study of this subject has contributed to marketing knowledge in many ways, as well as it has strengthened my skills in application of marketing concepts. My knowledge was increased that I was able to develop a complete strategic marketing plan of not only on the part of marketing analysis or strategy of a product or service, but also the whole corporate plan. My skills and capabilities that were developed and integrated during lectures and tutorials include the analytical skills, coordination skills, presentation skills, organization skills, etc.