Marketing Principles Essay

1.1 Explain the various elements of the merchandise fulfil.merchandising is the activity, pin down of institutions, and processes for creating, communicating, delivering and exchanging offers that sustain value for customer, clients, partners and society at macro. (Williams, 2013)Marketing Process land site analysis focuses more on the possible opportunities that will retaliate a customers ask. This depends on how the carrefourion stooge regularize the a special environment and how the reaping undersurface retard you a specific group you want to site. It is being familiar with the SWOT forces.Marketing strategies is a process that specifies the information of the commercialise to obtain its effectiveness. Segmentation involves dividing the grocery into groups, where individuals admit similar needs and wants for function and products. It could also be a section of mess on the basis of air, culture and economic status. (Rajeev, 2012)Tar reduceing also know as th e tar pound trade is the po extial consumers of a product/ wait on. Targeting helps water tap the subset of the customer population most likely to purchase and use the product to effectively achieve maximum sales and profits. (Johnson, 2012)Positioning is how you want to be perceived in the minds of prospects versus your competition. It is also creating a positive image in the minds of the target trade.Value Proposition pertains on how you want your consumers distinguish you from your competitors and pee-pee it obvious you are the stovepipe availcapable choice. This selling strategy summarizes what demands your product/service unique as it relates to addressing specific customer finis do criteria. It essential be all about whats important to them your prospects. (Core Marketing Strategies, 2013)Market cockle decision is a general phrase employ to describe the antithetic kinds of choices presidencys have to make in the whole process of bringing a product or service to market. The 4 Ps is the best known way of defining market mix (P.1) convergence refers to any services or conveniences that are part of the offering. (P.2) set should take into account profit margins and the probable pricing response of competitors. (P-3) fix is associated with manoeuvres of distribution that action as the means for getting the product to the target consumers. (P-4) Promotions are those related to communicating and selling to the potential consumers. This embarrasss ad, common wander relations, media types, etc. (Internet Center for Management and parentage Administration, Inc., 1999-2010)1.2 Evaluate the benefits and costs of marketing orientation for a selected organization.Jollibee is our chosen aliment organization. It is the largest card-playing diet range of mountains in the Philippines, operating a nationwide net behave of over 750 stores. It is a dominant market leader in the Philippines.It is a family oriented work environment, the brands valu es also reflect on their advertising and marketing. Jollibee knows their target audience very well the traditional family and all parley materials focus on the importance of family values.Jollibee is so well-loved each time a clean store opens, especially overseas. It is a stronghold of heritage and repository of Philippine pride. (Jollibee Foods Corporation, 2013)The primary target market of Jollibee are Philippine kids ages 3-10y/o, teens ranging 11-21y/o shadow either be male or female Filipino families even the senior citizen. Social classes C, D and E and those looking for budget-friendly chop-chop meals.In comparison from Maslows hierarchy of needs, eating in a fast-food chain w/o asking for money makes an individual happy, waterfall under self-actualization needs. Eating in Jollibee with family and friends makes pile feel loved and accepted. That is a societal need or feeling the sense of belongingness and love. Lastly, the need to satisfy ones hunger and in army to survive, it is the physiological need on an individual.The target market prefers Jollibee because the food are unique and has an appealing taste, foods can be easily served, foods are low-priced, there a lots of variants the people can choose from, the mileau is very homey, the customer service is very family-oriented, and families, friends and colleagues can enthral this together.Being the pioneer in fast-food industry, Jollibee had the majority in the marketing opportunity. Jollibee was able to capture 65% of the market share in hamburger market in the Philippines. The JFC reported 82 billion pesos by the end of 2011. found on the annual report of JFC, Jollibee earned 50 billion pesos tax revenue on 2011. (Esberto, 2012)The product offered by Jollibee appeals to the Filipinos taste for spicy burgers. By concentrating its resources on satisfying the Filipino palate, Jollibee has been able to serve topical anaestheticized dishes that are supposed(prenominal) found in other( a) fast-food chains in the Philippines. In growing to that, offering the usual French fries that ac caller the meals found in McDonalds, KFC, Burger King and so forth.Jollibee also serves rice or spaghetti, Filipino demeanor Even the burgers are cooked exactly as Filipinos want them done- sweeter and with more seasonings, oft likened to what a Filipino mother would cook at home. It even incorporate recipes from employees to truly capture local tastes.The play alongs phenomenal process owes much to its strict and committed adherence to high standards as symbolized by F.S.C Food (F) served to the public moldiness meet the companys uprightness standards or it will not be served at all the returns (S) must be fast and courteous and Cleanliness , from kitchen to utensils, must always be maintained.As for pricing, it is closely related to customer satisfaction. Thus, JFC provides its high quality fast-food products at a relatively cheaper price. According to its commitment to ser ve each and any Filipino, Jollibee keeps things affordable at all. The DLSU SSURVEY shows that, 94% of Jollibees customers think its affordable or cheaper.Figure 1 Benefit Positioning vs. Brand hyaloplasmThe location of outlet is of paint importance to the marketing strategy of Jollibee. It has launch a large number of outlets to state that they care about the accessibility of fast-food outlet and 72% is satisfied that Jollibee maintained it very well. Overseas, the outlet in Hong Kong is located at Central where a large number of Filipinos gather. It is an archetype of Jollibees good placing strategy.Recently, to capture more share from their customers wallet, Jollibee introduced home service. Loyal customers, for some reason who cant get out of home but want to have a chip of Jollibee, can now avail their products via phone call. They also provide drive-thrus for their customers who are in a rush and cant get out of their car and line-up.Jollibee counselling carefully se lects their franchisors to make sure they can meet its standard. To be a franchisee of Jollibee, one has to invest 15-30 million pesos.Brands in local market are strong contenders and not to be underestimated. Jollibee practically have the advantage of intimate acquaintance of consumer tastes and consumer preference through local pride. Jollibee used the wave of nationalist pride to promote a Filipino brand of hamburger. This strategy met with great success.Investing in socio-civic programs designed to serve its host communities further repaird Jollibees position as a Filipino company for the Filipinos. Advocacy campaigns such as the early Christmas drive ma-Aga ang pasko sa Jollibee, over again endorsed by Aga Muhlach, the poverty housing project with habitat.For humanity, the Kaya Mo Yan Kid candidature, it encourages kids to show their potentials that will contribute to the companys overall success, not only with its customers but with all its stakeholders.Family is a prima l component for Jollibees promotion. They just simply dont want to cater food and service but they wanted to be a part of every Filipino family. Its quality customer service of being family-oriented is one key to their success. While McDonalds promotion focuses on the empowerment of young adults to enthrall life by means of eating their products.Jollibees rapid outgrowth is callable to its superior menu line-up, creative marketing programs, and efficient manufacturing and logistics facilities. It is make possible by well-trained teams that work in a culture of legality and humility, fun and family-like environment.As a corporate citizen, Jollibee is also committed to depict back to its host communities through meaningful and lasting socio-civic projects. (Sakib, 2011)Jollibee was able to wee a competitive advantage in the Philippines over McDonalds by doing following things Jollibee was the first to enter the market. It was able to retain tight control over operations managem ent, which allowed it to price below its competitor. And, it had the flexibility to cater to the tastes of its local consumers.From the very beginning Jollibee Foods Corporation had focused on delivering quality food and service at an affordable cost to the customers. This had been possible only due to excellent operational control. Jollibee enjoyed a dominant position in the fast food market in Philippines until McDonalds entered the market. They focused on their main asset, their knowledge of taste and preferences of the local population. (Andrew, 2011) 2.1 Show macro and little environmental factors which influence marketing decisions.The marketing environment consists of all the actors and forces outside marketing that impress the marketing managements cogency to develop and maintain made relationships with its target customers. Though these factors and forces may vary depending on the specific company and industrial group, they can generally be divided into broad micro env ironmental and macro environmental components.Micro environmental components areCompany-top management is responsible for setting the companys mission, objectives, broad strategies, and policies. Marketing managers must make decisions within the parameters established by top management. Marketing managers must also work closely with other company departments. Areas such as finance, R & D, purchasing, manufacturing, and accounting all produce better results when aligned by common objectives and endings. All departments must think consumer if the firm is to be successful. The goal is to provide superior customer value and satisfaction.Suppliers-are firms and individuals that provide the resources needed by the company and its competitors to produce goods and services. They are an important link in the companys overall customer value delivery system.Marketing channel firms (intermediaries)-firms that help the company to promote, sell, and distribute its goods to final buyer.Customer m arkets-consumer markets, individuals and households that buy goods and services for personal consumption. Business markets, those who buy goods and services for further processing or for use in their production process. Reseller markets, those who buy goods and services in order to resell them at a profit. Government markets, agencies that buy goods and services in order to produce public services or transfer them to those that need them. International markets, buyers of all types in foreign countriesCompetitors-A company must secure a strategic advantage over competitors by stead their offerings to be successful in the marketplace. No single competitive strategy is best for all company.Publics Any group that has an actual or potential participation in or impact on an organizations ability to achieve its objectives. A company should prepare a marketing broadcast for all of their major publics as well as their customer markets. big environmental components are thought to beDemogra phic-the study of human populations in terms of size, density, location, age, sex, race occupation, and other statistics. It is of major interest to marketers because it involves people and people make up markets. Demographic trends are constantly changingEconomic-those factors that exercise across consumer purchasing power and spending patterns.Natural-natural resources that are needed as inputs by marketers or that are affected by marketing activitiesTechnological-forces that create new technologies, creating new product and market opportunitiesPolitical-laws, government agencies, and pressure groups that influence and square off various organizations and individuals in a given society. Various forms of legislation spoil line of workCultural forces-institutions and other forces that affect societys radical values, perceptions, preferences, and behaviors. Certain cultural characteristics can affect marketing decision-makingThe wise marketing manager knows that he or she canno t always affect environmental forces. However, wise to(p) managers can take a proactive, instead than reactive, approach to the marketing environment. (Kotler, 2012)2.2 put up segmentation criteria to be used for products in different markets.To ensure that the market segments that have been constructed by the firm, they must meet the basic requirements and guidelines, which will make them usable segments and potential target markets. (Market Segmentation Study Guide, 2012)An ideal market segment meets all of the following criteria (1) It is possible to measure, (2) it must be large enough to earn profit, (3) it must be stable enough that it does not vanish after some time, (4) it is possible to reach potential customers via the organizations promotion and distribution channel, (5) it is indispensablely homogeneous (potential customers in the alike(p) segment prefer the same product qualities, (6) it is externally heterogeneous, that is, potential customers from different segme nts have different quality preferences, (7) it responds consistently to a given market stimulus, (8) it can be reached by market intervention in a cost-effective manner and (9) it is useful in deciding on the marketing mix. (Wikipedia, The necessitous Encyclopedia, 2013)2.3 Choose a targeting strategy for a selected product or service.Kitchner had the goal of making Jollibee one of the worlds top ten fast food brands by the year 2000. In his project to increase international enlargement, he implemented two strategies, targeting expats and planting the careen. His plan of targeting expats allows the company transition into an unfamiliar market much easier because expatriate Filipinos on the job(p) in other countries could relate to Jollibees. Though there is a bulky risk of targeting a narrow segment, Jollibees local success allows for whim to generate the expansion and growth of the company. However, Kitchner quickly found out that this market was limited and that not all the overseas Filipinos were potential customers. (Paul, 2011)On the other hand, Kitchners decision to plant the flag is to leverage Jollibees competitive advantage by entering new geographic market, his rapid expansion strategy was unfocused and poorly executed. He also neglected to librate the large transaction costs associated with establishing markets in new countries. Kitchners appetency to be first-mover in a number of small, undeveloped markets would not have brought the prestige needed to win the firm better partners. Planting the flag only showed that Jollibee knew how to repeat its success. In order to compete on the take with multinationals, Jollibee would have to take its performance to the next step and prove that it could lapse to build its competitive advantage. (Tran, 2005)2.4 Demonstrate how buyer behavior affects marketing activities in different purchasing situations.Buying behavior is made up of the internal and external factors that explain why consumers buy an d use certain products or services. This type of behavior can affect the marketing strategy that a business employs to promote its products, and when this behavior is analyzed, it can guide a business toward better marketing strategies and methods that it might not have originally used. come out and Demand is one of the basic economic theories that drive marketing of which consists of a ratio between the amounts of go forth versus the amount of demand for that tote up. Two supply and demand situations can majorly affect the type of marketing you employ for your goods. These situations include when a product or service is in abundant supply and demand is scarce or when a product or service is scarce and there is increased demand for it.Routine buying behavior is the programmed response that consumers may have to certain types of products. Usually these products are not expensive, such as cars or computers, and can include anything that is commonly bought on a week-to-week basis.Com plex Decision-Making is another type of buyer behavior which is ordinarily associated with high-end, expensive or scarce products such as diamonds, fine wine-colored or automobiles. This behavior often comes with high involvement on the consumers part in that he will generally want to good research the product and differences between brands before he makes a decision on which one to buy.Internal Factors that marketers need to be aware of can also affect a consumers buying process. These elements personal, psychological and social guide buying behaviors and consumption patterns and can be a precious tool to creating better marketing strategies on the sellers side. For example, a consumer may opt for a specific brand of cola because of incendiary advertising that may make that consumer feel sexy for drinking it, versus buying another brand of cola that uses nonsexual advertising. Delivering the feeling you want go through when a consumer uses your product is imperative to a good marketing mix of strategies. (Vogt, 1999-2013)2.5 Positioning selected product/service.Ensuring high traffic needs an emphasis on store location and positioning Jollibee in the minds of the consumers as a place where they can enjoy eating fast food. This entails proper branding and positioning of the services/products offered.Jollibee Foods Corporation brought to everyones lips the promise of LANGHAP SARAP (smells so good so it must taste good)Jollibee also projected itself as a foremost brand by expanding its market overseas. Its nationalist view is a key fact. Personnel at Jollibee communicate with customers in local language rather than English unlike to its competitor such as McDonalds.It provides more unattractive environment than competitors with tailored food menu to meet the local peoples needs. Jollibee is a super place for children that has ever been. Children can come with their parents and play here while being served with special items made for them. Also, Jollibee f acilitates company arrangements for its consumers.Thus, the value proposition of Jollibee that distinguished it from its competitors is, Jollibee provide special Philippines meal at a cheaper price in a very much homy environment and is a place where people come for joy. (Sakib, 2011)BibliographyAndrew, 2011. Jollibee incident Study Analysis Research Paper. Online for sale at http//www.allfreepapers.com/print/JollibeeCase-Study-Analysis/1794.html Accessed 6 February 2013.Anon., 2013. Wikipedia. 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