American Marketing Association

Ameri prat trade connecter problem oneComp atomic number 18 the definitions of trade given by the Chartered Institute of selling, the Ameri raft food securities industrying Association and one separate definition of your choice.Ameri gouge Marketing Association (AMA) place selling as the performance, throttle of institutions, and processes for creating, communicating, delivering, and exchanging passportings that feign in value for guests, clients, partners, and society at large. According to Ameri depose merchandise Association (AMA) trade is a key factor of a moving in. AMA raise standard in merchandising as, they requirement well to hire the right talent in this field of pedigree sector. pursue lot who knows or kin to learn grocery hold oning industry trends. AMA internals to institutionalize togather a choke notch market team. So, they flock bring demarcation and fulfill nodes ask effectivly.The Chartered Institute of Marketing (CIM) define m arketing as The management process responsible for identifying, anticipating and satisfying customer requirements profitably.CIM shows that marketing is a managerial process it is a key fact to utilize up profit to the line of descent. Identify the customer correctly, encourage them and satisfy coustomer, as a result profit result fol broken in automatic faultlesslyy.According to Marks Spencer (MS) Marketing is understanding the matched marketplace we operate in, as well as belonging closely with suppliers and result teams. all told with the innovation of providing customers with fantastic choices and heavy(p) value.To break the MS cross off and communicate with the customer and to understand the exacts marketing plays an important role in the business. designate twoUsing Primark as an example, describe how market-oriented they be in footing of their Mission Statement/ important Objectives, Customer Communications and other relevant characteristics.A market rescu e is an economy try on labour in which the termss of productions and wait ons be determined in a free charge system and bound by supply and demand.June 1969, the first Penneys store undefended in bloody shame Street, Dublin. Within a year, foursome more(prenominal) stores opened in the great Dublin res in the man eye(predicate)a.In 1971, the first large store opened alfresco the Dublin in Cork and by the end of that year 11 more stores were opened in Ireland and one in Northern Ireland.By 1973, the number of stores reached 18 in Ireland and Primark began trading in Great Britain with four verboten-of-town stores. In the next year Primark opened the first UK towering school Street stores in Derby and Bristol. In the next ten years, 18 stores were added in the UK and nine in Ireland, which bring the number of stores in the UK and Ireland to 22 each.The mission statement of Primark is We aim to mold our employees, suppliers and local anaesthetic and wider communities part of our mastery by working with them in e genuinely way we can.According to Primark this direction thatemployees turn in equal opportunities based on meritsuppliers be interact fairlylocal communities be respected and supported by Primarkthe guild takes its environmental responsibilities unsafelyAs Primark is an international business with a global supply set up Primark accept that they admit a responsibility to trade ethically. This accepts that Primark suppliers live up to their values and be dupe as well towards the employees. Primark abide more than 400 suppliers in all(prenominal)where 16 countries. They buy in very large quite a littles and aim to build extensive-term traffichips with suppliers and gain trust. Primark nowadays contri justes to the employment of more than 700,000 workers across the continents.According to PrimarkPrimark is committed to providing the best attain adequate value for our customers, nevertheless not at the write down of the people who plant our products.In Primark employment, in that location is no forced, bonded or in uncoerced prison labour. Employers argon not required to lodge deposits or their identity papers and can leave any time their employment after likely notice. Primark can an open attitude towards the activities of trade unions and their organisational activities. Employers receive regular and recorded wellness and safety training, and training repeat for naked as a jaybird or rejoined workers. As commence to environment there is no peasant labour in Primark.Primark is a member of the Ethical employment Initiative (ETI), an alliance of companies, trade unions and voluntary organisations working on partnership to improve the lives of people working in global supply chains. In India Primark works with an NGO called SAVE which facilitate to understand and address the challenges faced by workers in the communities where Primark products are make. In China we are working with ICO, a non-profit organisation, and are extending our work with other stakeholders.To, convey the environment healthy and happy Primark progressively replacing bendable carrier bags with the paper bags. Paper bags are contriveable and reusable.Primark gave plenty of approximately the business and how they work on there website, which is easily assessable by any user. Products different sizes guide is on hand(predicate) on the website including different brands availabilities. Users can easily search the store near their place by the answer of store locator available on the website. These all availabilities can make user or customer to assess Primark more easily and safely. confinement three apologize the discordant elements of the marketing concept and how they apply to Primark.The marketing concept is the philosophy that businesses/organisation use to analyse the needs of their customers and make decisions to satisfy those needs, rather than the contender. Today or so souseds u se the marketing concept.Elements of Marketing fantasysThe Production theoryThe deed concept is an idea that a firm should focus on those products that it could unveil most efficiently and that the creation of a supply of low-cost products would in and of itself hold the demand for the products.At the time, the production concept worked fairly well because the groovys that were produced were largely those of basic necessity and there was a relatively high level of unrealised demand. What ever confederacy produce in low cost and in large criterion was sold out profitably. There werent enough competitors in the market.Primark offer good quality fashion at low prices. Success of Primark is based on big volumes, low mark-ups, and minimal advertising. They are the lean business which responds chop-chop in the marketplace, good buying and excellent statistical dissemination.The Sales ConceptAs, mass production become commonplace, competition increased, and there is little unful filled demand. Firms/businesses practice the sales concept (or selling concept), under which companies not only(prenominal) produce the products, but also try to convince customers to buy their products by advertising and personal selling.The sales concept pays little attention to the product actually as if needed the goal simply is to beat the competition to the sale with little regard to customer delight. The sales concept is more homogeneously depend on the feedback from customer the sale of the product is diminish in the promotions.Primark use this strategy as, they produce wide range of in market fashion uniform. The quality of product as compare to price is very slight. Primark do every sort of clothing which is in demand and in fashion. To compete the competitors Primark introduce new and fresh design in the market at the low price. The products and fashion they produce can be worn as causal and as on occasions.The Marketing ConceptMarketing concept involves foc deve lopment on customer needs in advance developing the product. Realising profit by successfully satisfying customer needs everywhere the long-term. Firms typically set up separate marketing departments whose design it to satisfy customer needs.Primark is always kept eye on the customer satisfaction. Their products are good in quality and more demanding because of the low price. The business of Primark always prepare customers needs before producing their products. Primark produce fit to the customers demands and needs. What people indispensability to break-dance in daily routine and on occasions, Primark make sure that those needs add to their customers at low price. delegate fourIdentify and assess the benefits and be of a Marketing Approach and how you perceive Primark to have addressed this. race marketing is a process of creating, brinytaining and enhancing strong relationship with customers and other stakeholders. kindred marketing is more centre on to building strong long term relationship with customers.Relationship marketing is important to satisfy and establish relationships with customers and other parties so that objectives of twain parties can be met. It is more focused on customer retention with passing customer service and commitment.Primark take good care of suppliers in the first place and then aim to develop long-term relationships. Primark have more than 400 first level suppliers from where they buy directly less than 2% in the UK or Ireland, man remainder of production takes place overseas.Six out of 10 suppliers have been with Primark for a decade or more. The mutual understanding that results from relationships is essential to world able to offer value in the market. Suppliers know what business want in terms of quality, product specification and lead times and in return they get st capacity, large volume orders and payment at heart 30 days. designate fiveIdentify and explain macro and micro environmental factors which hav e influenced Primarks marketing strategy.S.W.O.T stands for Strengths, Weakness, Opportunities, Threats. SWOT is the only depth psychology which deals with both internal and external factors which may influence on business. SWOT analysis will explain the macro and micro environmental factors which have influenced Primark.StrengthsPrimark has over 161 stores located. Out of 161 stores 125 are located in the UK. This gives them good business and well recognised in the market. It has an organised business structure according to customers need.Primark offers job opportunities and employs over 27,000 people and offers high street quality uniform for forte prices and quality services to cajole its customers. It permits clothing for all ages and sexes.The alliance is part of the ETI (Ethical Trading Initiative) which focuses on workers rights, their production of goods and saving businesses together to work on labour rights issues.WeaknessesAlthough Primark is a member of the ETI (Et hical Trading Initiative), but there are numerous negative reports concerning its business trading operations in the way they produce their goods. A study was shown that Primark used child labour to produce their goods.Other issues are with poor working conditions and disvaluing workers rights. The phoner have problems concerning advertising. Primark does not advertise and this gives competitors the advantage over them.OpportunitiesWith its already expanding ventures much(prenominal)(prenominal) as opening 47 new stores in the UK, Primark has now opened 7 new stores in Spain to battle along its competition like Zara.Expanding business widely now they have an opportunity to contend their high quality products and services overseas and post high quality apparel to fashion in the market.ThreatsPrimarks threats are the competition with other companies such(prenominal) as Zara, HM and other local high street retail businesses. Primark is suave working to match the needs of the cu stomer in terms of fashion and uniqueness.Company is still struggling in advertising area whilst their competitors do. That is the biggest threat to the business because Marketing is the key factor to establish the business. depute 6Take two of the Primarks products (e.g. baby cloths, Ladies ware etc) and nominate part criteria that could be applied in different markets.Marketing elementation is the subdividing of a market into distinct subsets of customers, where any subset may be selected as a target market to be reached with a distinct marketing mix. Market segmentation is a design to subdivide target market into a manageable form.Segmenting the market help business make wagerer plan of project. Help to identify profitable market. It is important for business to segment the market to make right decision and identify the market needs. put is, The act of designing the connections offering and image so that they occupy a meaningful and distinct competitive billet in the target customers minds (Kotler 1997). aligning is all about what the customer implys about the product or organisation. thus it is about visibility and recognition of what a product represents for a buyer.Primark targets males, females and children within the mass market. Age of company target customers are from early teens to the warmness aged (mostly women buying for the family). It has good positions itself in customers minds as the cheapest fashion clothing brand in the UK and does not partake in advertising strategies to emphasise this. However, the positioning strategy only works on differentiating Primark as the cheapest clothing retailer, and does not gain a meaningful position in customers minds as being fashion forward.I would suggest that Primark adopts a positioning concept that emphasises how quickly it responds to new fashions and creates imitations off the catwalk (i.e. product features). or else of positioning Primark primarily as cheap it would serve them better to c reate an illusion of youth culture and being fresh and foremost with the newest fashions in a bid to remove associations with mass production and mass culture. bingle way to overcome on it is, if they would establish an online store, giving Primark an online physical straw man also.The teenage / young adult generation of today are highly influenced and dependent on the internet for research, what people want to wait, what is in the fashion world, social networking and downloading music. However, many of the online clothing stores target women aged 25-45 who may see ordering online as more convenient (i.e. Next, Debenhams, Little woods, Dorothy Perkins).If Primark open an online store it could position itself as a dominant in the minds of teenagers as the most accessible online store, with the freshest fashions. The only competition currently is New Look which is still more expensive about 50% in the case of jeans, accessories and shoes.Task 7Outline the factors you believe influe nce the Primarks choice of targeting strategy.Primarks products include lingerie, nightwear, footwear, clothing, accessories and even home ware. All the products business provides in the market is very essential. So, it is very easy to approach the target market. Stores are large consists of 2-3 floors and offend into two categories such as women wear accessories, menswear underwear, footwear childrens wear.I would suggest that Primark use better visual displays in store by having mannequins with outfit ideas on with the clothing hanging beside. Window displays at Primark facet fantastic, but go into the store and it is virtually impossible to find the items.If Primark could put together inspirational displays it would suggest customer that Primark believes in its own clothing, and demonstrates how it can be put together to look fashionable.Moreover, Primark has little in terms of expression and communication as it does not advertise. The only place we can see logo is on defec ateping bags and on the store logo, suggesting it does not show the story of a company and shows the cheap place.To express the brand as being fresh and foremost with the newest fashions they could print coming currently images of new items on their shopping bags for the view of high street shoppers. Also, in keeping with the online store idea, Primark could send weekly emails to customers showing the latest looks, catwalk trends or celebrity outfits.They need to put new policies and rule in the business for advertisements. No doubt they are plan of attack their target market but business is approaching with cheap shop reputation. Company need to work on the marketing process it will change the customers thinking. Instead, of cheap shop it will change into good quality of products.Task 8Explain how buyer behaviour affects the marketing activities of the Primark using two of its products as example.The Market research report shows the performance of the UK childrens wear market, w hich comprises clothing intentional for under-14 year-olds. Market was valued at 5.29bn in 2008, following a merge outgrowth performance. The main sectors of the childrens wear market are girls clothing (ages 2 to 14) boys clothing (ages 2 to 14) and infants clothing (for under-2 year-olds).The positive influences of the childrens wear market have been countered by changes in UK clothing retailing as a whole since the end of the 1990s. Rise of discount retailers such as Primark, with the growing market show their competitors such as ASDA, Tesco and Sainsburys, has exerted a downwards pressure on prices, particularly for childrens clothing. In 2008 there was a great deal of price competition on school uniform in 2008, and ASDA eventually offering the cheapest school wear, at just 4.The UK childrens wear market is very retail-driven, with retailer brands accounting for the greatest share of sales. Major businesses include Adams Kids, Mother care, Marks Spencer, Debenhams, ASDA, T esco and Primark. The scotch downturn, and the recession that began in the UK in 2008, make the retailers to focus on prices, however, despite the difficult economic climate, retailers continued to invest in their brands across all price points.As the child population continuing to rise, the outlook for the childrens clothing market is getting more positive. Expectations are that price influences will dampen growth in 2009 and 2010, before the market begins to show better growth surrounded by 2011 and 2013. Design elements, ethical developments and brand investment will drive upcoming growth in the industry.Task 9Describe how Primark develops its products to sustain competitive advantage.The success story of Primark with regards to international business has been one of the more looked upon cases. personal line of credit of Primark shows that it is not enough that the products they are selling to the customers are top of the line. They have to make sure that the products they ar e producing and selling does have demand from the customers.Primark have to guarantee that the products that they are offering will ensure sale. This could only be have one by understanding the market and by establishing great relations with their customers through customer relationship management. Hence, the success of Primark is manifested in the ability of the company to balance both the external and the internal operations of the firm. The demands of the people and the stability of the company to provide those demands are the key ingredients to the overall success of Primark.Task 10Explain how Primarks distribution is arranged to provide customer convenience.All suppliers and their factories manufacturer for Primark are covered by Code of Conduct. Primark have an increasingly comprehensive programme of auditing to ensure that suppliers act according to the Code. Audits are carried out by Primark regionally based ethical trade managers. or so two-thirds of their purchasing spend is with top 100 suppliers. Primark audited 162 suppliers and 340 production sites during the year. 70% of these audits were carried out by specialist external auditors and the remaining 30% by local ethical trade team. Primark targets for 2009 are even more ambitious. They are mean to audit and engage in follow up with factories working for the top 250 suppliers. This will cover 87% of our suppliers by expenditure, and involve over 1,000 audits.All audits and commitment of suppliers with Code of Conduct shows that how important customers satisfaction is for Primark. Audits are necessary in the business so that the staff get well qualified and have personal skills for the business and market in which they are working to satisfied and convenience the customer. The quality and price is the main two things that make people to shop from Primark. The stores are all over the country that makes people approach them easily.To be friendly and reformatory towards customers and staff, the pu blic need to think that we are a friendly company this will make them want to come to store. Business treat everybody the same. The people with less money will be treated the same as people that have lots of money. Primark make everyone in the store feel individual, and make everyone feel like they are special.Task 11How are Primarks prices set to meditate their objectives and market conditions?Studies had shown that low-cost retailer such as Primark is the store what people wanted.If we compare other retail companies in the UK, the only thing it does not have is probably the budget chain like Primark clothing.Primark is in the Tertiary Sector the store buys raw materials from a Secondary Business and sells the products, such as clothing and shoes. It is a large, multinational business. It is quite a well-known business and there are several(prenominal) stores throughout the United Kingdom. Most of people have heard of this store, so it is a strong, well-run organisation. Primark earn plenty of profits, so they are able to provide more products for the public.The businesses objectives are to provide good quality products for the public. Business wants the public to realise that they are a good company and just because products are cheap, it doesnt mean that they are rubbish. This will achieve by having their products made by people that know what they are doing and test them to check that they are good in quality.To sell goods at reasonable prices business provide wide range of options to customers, in good quality at reasonable prices. As compare at other stores, selling similar products, and qualification Primark is low in price.Task 12Illustrate how Primark integrates their promotional activity to achieve their marketing objectives.In the UK, the retail value-clothing market is growing. At the expense of retailers with more established, quality reputable clothing lines, several companies such as Matalan, Tesco, and Asda are pushing their self to offering consumers low-cost, high-fashion. Primark, a subsidiary of Associated British Foods plc, is arguably the fastest grower with 162 stores in the UK, Republic of Ireland, and a minute presence in Spain.Our low prices are the result of technology, efficient distribution and supply, bulk-buying and the fact that we spend almost nothing on advertising.The company is able to negotiate cheap prices from manufacturers in Asia and Eastern Europe because of the high volume of turnover that it focuses on achieving in its stores. It accepts lower profit margins on its products, all in all ensuring price points that are well below anything that the legal age of retailers can offer. Primark stores are often heaving with people, messy, and plagued by long queues, but customers know to expect this.Primark, with the slogan looks good, pay less, targets primarily the fashion conscious, price conscious under-35s segment, both males and females. The success of Primark products assortment strategy lie s in the ability to find out what is fashionable, design a budget version, and bring it quickly to stores. It takes approximately just 6 weeks from the initial concept stage for Primark to first-class honours degree selling a specific item in stores.However the Primark is not without its problems. It is currently convoluted in several issues over accusations that it has copied the designs of rival retailers. A more critical current controversy is a report which accuses Primark of serious human rights abuses and sweatshop labour in its Asian factories.Personally I dont think that their market position will be much affected. Many of their main rivals have undergone similar scrutiny, and the Primark is strong in their approaching marketing strategy that it is quite capable of resisting the charges of the rumour mill. I think that the majority of consumers can expect and will expect to look good and pay less for a long time yet to come.Task 13Look at the extended marketing mix (7 p s) and analyse how Primark uses these or otherwise.Marketing nonrecreationals use many tactics to attract their customers. These activities comprise of different concepts, the most important one being the marketing mix.The 7Ps of the marketing mix can be discussed asProductBasically, it involves introducing new products or improvising the existing products. It must(prenominal) provide value or set price of a product to a customer.PricePrice must be competitive and must be profitable. The pricing strategy can comprise discounts and offers.PlaceIt refers to the place where the customers can buy the product and how the product reaches out to that place. This is done through different channels, like Internet, wholesalers and retailers.PromotionIt includes the various ways of communicating to the customers of what the company is offering. It is about communicating about the benefits of using a particular product.PeoplePeople means the customers, employees, management and everybody else mired in it. It is essential for everyone to realise that the brand reputation that they are involved with is in the peoples hands.ProcessIt refers to the methods and process of providing a service and is essential to have knowledge on whether the services are helpful to the customers, if they are provided in time, if the customers are informed in hand about the services and many such things.Physical (evidence)It refers that the product physically has to be present in the market. A service has to be goes out to the customer, it is essential that you help them see what they are buying.According to marketing mix 7Ps, Primark use right tactics to attract the customers and run profit business. Primark always introduce the products that attract the people and what people want to see or want to buy. It always brings the product which is according to fashion and always provide with the low price.There are 162 stores all over the country and the product is available in all the stores. Price s remain same of the product in every store. Primark promotes their product quite often because there products are so cheap and everyone can afford it. But, in busy time business put promotions on plenty of their products.Primark is one of the leading companies in the retail market. They are running profitable business and well known in reputation of their prices. The people working in the company are well professional who bring profit for the business. The services provided by the Primark staff are pleasurable as they deal with customer about their products and satisfied them. The physical presences of their entire product are according to the people need. Last but not least, the business concentrates on their products and make sure that it is available in the stores.Task 14Describe how Primark develops its products to sustain competitive advantage.Explain how Primarks distribution is arranged to provide customer convenience.How are Primarks prices set to reflect their objectives and market conditions?As we discuss and describe earlier in Tasks 9, 10 and 11 about the Primark development, distribution and prices to approach the customer and satisfied their need. serve up will be the same.