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Business Management Essay

7457 words - 30 pages

P1: Describe how marketing techniques are used to market products in two organisations. 
In this unit I am going to pick two organisations and describe how marketing techniques are 
used to market products in these two organisations. The first organisation I am going to 
choose is Nike. Nike is an American multinational corporation that is involved in the design, 
development and worldwide marketing and selling of sporting equipments such as running 
shoes, tracksuits etc. Nike also sells accessories and unique footwear that attracts the eyes 
of so many people including celebrities. Nike has used various marketing techniques to get  ...view middle of the document...

 Nike can also increase the market share of existing 
products by putting them on sale. For example, 20% off a Nike air force 1 trainer will 
increase sales. Apple also uses market penetration to market their products. They can 
increase the market share of existing products by adding new apps. For example, apple 
added a new feature on their products which is called ios 7; this increased awareness of 
apple products because a lot of people talked about it. Apple also advertises their products 
through TV, this is an act of promotion that will help attracts more customers in order to 
generate more sales in their organisation. 
 Market Development: This is when a company markets an existing product to a new market. 
Nike recently opened a store at Westfield shopping centre in Stratford, the shopping centre 
and store was opened during the London 2012 Olympics. There were a lot of tourists in the 
UK during the period it was opened, this shows that their products were being sold to a 
different market thus increasing sales. Apple also did the same thing; they opened a store at 

Westfield shopping centre, this is an act of developing their market because there are so 
many people that shop in that particular shopping centre on a daily basis. 
Product development: This is where a business develops a new product to sell to existing 
customers. Apple is always developing their electronic products. For example a new I phone 
is released every year which has more features than the previous one thus attracting 
customers and encouraging them to buy the product.  Nike develops some of their products 
by adding colours to them. For example Nike air forces are released every now and then but 
with different colours. 
Diversification: This is where a business markets new products to new customers.  For 
example, Nike recently released a new product called Nike + Fuel Band SE; this product can 
count your steps and track the intensity of your work out etc. This makes it totally different 
and unique from their previous products, therefore this product will attract new customers. 
Apple also invented I pads, although this product maybe similar to I phones, It is also 
different. I pads are more convenient to read because of the size and also it’s difficult to 

P2: Describe the limitation and constraints of marketing 
In this assignment I am going to describe the limitation and constraints a business faces 
when marketing their products and services. First of all, I am going to define what limitation 
and constraints mean. Limitation is the act of controlling something from happening, it 
controls how much of something is possible or allowed and Constraints are things that limit 
or restrict you from doing something. 

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