Market Orientated Businesses

2824 Words Dec 6th, 2010 12 Pages
FACULTY: Original Work – 25th October 2010

NAME: Daniel Crickmore

Discuss, with reference to current authors, what is meant by a “marketing orientation” and/or a “marketing oriented company.” Illustrate your answer with examples of products or brands of your choice.

“Because the purpose of business is to create and keep customers, it has only two central functions – marketing and innovation. The basic function of marketing is to attract and retain customers at a profit.” (Dricker. P.E. (1999) Taken from Principles and Practice of Marketing 6th Edition, Page 3, McGraw-Hill)

Today’s society is always on the look out for the next best product, the next best brand and the next best style. For businesses all over the UK, and
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Marketing is mainly all about the four P’s; Price, Place, Product and Promotion (Hall. S, Jones. R, Raffo C, Anderton. A (2008) Page 190-192). Having the right mix is essential for any business operating in highly competitive markets. Your mix must come from the research and classification of that research to determine exactly what your market wants from your brand. A fantastic example of a business that has got this right time and time again is the famous brand of Cadburys. “Cadbury, a brand known and loved around the world, had humble beginnings.” (, Accessed on 15/10/2010) Having such a huge influence within the UK market, as many brands do, (Kunde. J (2002) Page 22) Cadburys needs to ensure their marketing mix is 100% right. Their Pricing is set along side other competitors such as Galaxy, Nestle and Mars meaning they are all directly competing for the quality of the products. To ensure quality remains high, yet costs are kept low, Cadburys can rely on economies of scale due to the size of their business, and therefore can maximise its pricing competitiveness within its market. Being such a large corporation, Cadburys has a vast array of products from; Hot Chocolate, Cream Eggs, Chocolate Bars, Jelly Babies and many more. All of their Products are well known throughout the UK due to their quality as well as the companies brand image. When it comes to Place, Cadburys is in every corner
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