StudentShare solutions
Triangle menu

Marketing Story Analysis - Essay Example

Not dowloaded yet

Extract of sample
Marketing Story Analysis

At a deeper level, however, one can find the existence of international marketing strategy, brand image and strategic retail management. 2. Analysis a. Retail Management One of the major and all-encompassing marketing concepts highlighted by this article is that of retail management and consumer behavior. The U.K, like its developed counterparts, is facing a change in its demographics with a skewed population pyramid (KPMG, 2013). The so-called “ageing population” translates to changing customer habits based on age. In the middle of such a transition, retailers such as Tesco are finding it difficult to adapt to such changes in customer behavior. This transition has given way to increased significance of one-stop convenience shopping as elder individuals find themselves difficult to visit several stores for buying food and non-food products (SAS, 2013). This is one of the most important aspects of retail strategy which requires companies to build store formats based on the needs of the target market (Gilbert, 2003). For instance, IKEA has adapted to customers’ needs for buying furniture for their first apartment (Castella, 2012). Furthermore, it caters to customers’ need to engage in one-stop shopping for their home by offering a maze-like retail format whereby customers walk through virtually everything before getting down to the product they intended to buy (Tozer, 2011) . The article demonstrates just how the “space race” is no longer important as it used to be. In fact, multi-channel strategies, as the author puts it, are the basis for such advantage in the contemporary world. This points to the area of retail format development which involves the development of a new format of stores for the existing customers with a different retail mix (Levy & Weitz, 2012). In the context of Tesco, this means making the shopping experience more convenient for customers. Tesco has strictly adopted the multi-channel strategy by having Tesco Express, Metro, Superstores and Extra in its pipeline of stores (Doyle, 2008) (West et al., 2006). These outlets fulfill different market needs ranging from being located near to customers’ place of residence or work to offering ready-to-eat meals in City Centers. Another way of viewing the same is to understand the shift from the traditional bricks and mortar store format towards digital/online presence (Bernstein et al., 2008). b. E-commerce and multi-channel strategy The scope for e-commerce has been highlighted in the article by claiming that, owing to busy work schedules, individuals are now flocking towards online shopping which has already increased by over 8% in Britain with respect to Tesco. Even successful traditional companies such as Wal-Mart are now offering e-shopping in addition to their traditional services (Rosenbloom, 2013). However, given the fact that virtually all major retailers have adopted this perspective, one may challenge whether or not the multi-channel strategy can guarantee a “sustainable” competitive advantage in today’s world. Further contradiction arises from some authors who have claimed multi-channel strategies to be obsolete. According to them, the “channel” perspective is being replaced by the “touch-points” ...Show more

Summary

Marketing Story Analysis Customer inserts his/her name Institution’s name Department’s name Word Count: 996 words Date Table of Contents 1.Introduction 3 2.Analysis 3 a.Retail Management 3 b.E-commerce and multi-channel strategy 4 c.International marketing dynamics and challenges 5 d.Brand Image and goodwill 5 3.Conclusion 6 References Appendix- Article 1…
Author : rkuhlman
Marketing Story Analysis essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Marketing Story Analysis"
with a personal 20% discount.
Grab the best paper

Related Essays

Tata International Marketing Analysis
The reason is that states and different regional alliances are systematically organizing their economics in which technology and innovation played a decisive role in the recent times. Today, China and India are on the top of world economics as both countries are advancing significantly in technology and engineering automation sections (Enderwick, 2012).
10 pages (2500 words) Essay
TopShop - The Marketing Story
This store has risen to cult status and is one leading brand name in high street fashion. What makes TopShop click? TopShop implements aggressive marketing strategies. It is constantly there in the minds of people. The positioning is extremely strong. Marketing strategies have to be designed and modified according to the market conditions.
6 pages (1500 words) Essay
Analysis of a Marketing News Story
In exchange of $250 million, Google is expecting to improve its advertising business. Basically, what Wildfire does it to make the different social networking sites like Linkedin, Facebook, and Twitter including all other online marketing campaigns available in a single website.
4 pages (1000 words) Essay
Kerrys cheestrings flavoured debuts: marketing news analysis
Kerry’s cheestrings flavoured debuts: marketing news analysis Name: Course: Tutor: Date: Introduction From a literal point of view, marketing can be defined as the promotion of consumer or other product types, pricing, advertising, branding and distribution networks.
3 pages (750 words) Essay
Marketing story analysis
The article under analysis has shown how real-time marketing may be used in various ways by organisations. Sometimes, it may be used to defend reputations, introduce a new product to the market, increase product sales and build relationships with clients. Any of these ideas may be classified under the three perspectives of the marketing mix.
4 pages (1000 words) Essay
Analysis on a Marketing News Story which was published in 2013
The author describes the techniques such as social media, and online advertising as the marketing strategies that may gain popularity among marketers by the year 2014 as indicated in Appendix 1. Demer (2013) argues that effective marketing techniques enhance the communication between sellers and consumers concerning products features and quality dimensions of their merchandise at the right place and time.
4 pages (1000 words) Essay
Analysis on a marketing news story which has appeared in 2013
The article was published online on Wall Street Journal’s official website on August 01, 2013. The authors of the article are Serena NG and Suzanne Vranica. The article discusses the shift in marketing strategies of P & G and how the company plans to influence its target customers.
4 pages (1000 words) Essay
Analysis of relationship marketing
ut most of the information is provided through the website, the Edmunds.com, the other sources providing information to the visitors include three other books that are published and those are Edmunds.com New Cars & Trucks Buyer's Guide, Edmunds.com Used Cars & Trucks Buyer's Guide and Edmunds.com's Strategies for Smart Car Buyers, Edmunds.com after collecting all the data on vehicles launched its own website in the year 1995, and the success story began.
5 pages (1250 words) Essay
Story Analysis
He even offers her a trip because he has the money, perhaps as a form of bribe. This means that women are not only inferior to men but also less educated and unsophisticated. Furthermore, the fact that Gabriel offered Lily a
1 pages (250 words) Essay
Analysis on marketing channels issues
in the market in terms of how much profits they get highly depends on the marketing channels that they implement to ensure that the production and selling of their products are done effectively without loses or delay. A marketing channel comprises of individuals and
8 pages (2000 words) Essay
Get a custom paper written
by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
YOUR PRIZE:
Apply my DISCOUNT
Comments (0)
Rate this paper:
Thank you! Your comment has been sent and will be posted after moderation