StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...

Marketing Strategy - Orange - Essay Example

Cite this document
Summary
Following the commercialization of the internet technology is the creation of a new business model and the subsequent proliferation of dotcoms. Business organizations in the retail…
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER98.6% of users find it useful
Marketing Strategy - Orange
Read Text Preview

Extract of sample "Marketing Strategy - Orange"

Download file to see previous pages

However, through the course of time, the success of online retailers proved to be a factor of its resources and how it employs these to achieve its specific goals and objectives. From its humble beginnings, Tesco Plc has gained the reputation of being the largest British retailer in terms of global and local shares. It is estimated that in every £8 UK retail sales, £1 is spent on Tesco (Tesco Plc 2007). Recognizing the growth opportunities in the virtual marketplace, the giant retailer has decided to establish online presence during 1994.

Three years after, Tesco has started an online shopping which it named Tesco Direct (Tesco Plc 2007). Since then, Tesco has started offering grocery and food items in its virtual store, Tesco.com. On August 2006, the company announced the offering of non-food items in its online store under the name Tesco Direct. This marketing strategy has proved to be very efficient and profitable for the retailing giant. During the fiscal year 2006, the company announced a total annual turnover of £33.974 billion and reported a pre-tax profit of £1.

962 billion. Out of this, £1.2 billion is shared by Tesco.com in terms of total revenue and £83 million in terms of profit. Even though the share of Tesco.com is meagre compared to total turnover and profit generated by Tesco Plc, its growth has been remarkable. The fiscal year 2006 reports online sales double-digit growth of 29.2% while profits soar by 49.5% (Tesco Plc Annual Report 2006). Compared to its rivals in the UK retail industry, Tesco.com captures a higher market share at 65%. Walmart-owned Asda chain lags behind with 16% while Sainsbury corners 14% (Best 2006).

Its success has also been documented as it has been named the only retailer which has been able to make online shopping profitable (Walker 2006). The recent trends and developments in the global market stress the huge emerging opportunities in online retailing. In the UK alone, there has been a sharp rise in the number of

...Download file to see next pages Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Marketing Strategy - Orange Essay Example | Topics and Well Written Essays - 3000 words”, n.d.)
Marketing Strategy - Orange Essay Example | Topics and Well Written Essays - 3000 words. Retrieved from https://studentshare.org/miscellaneous/1540714-marketing-strategy-orange
(Marketing Strategy - Orange Essay Example | Topics and Well Written Essays - 3000 Words)
Marketing Strategy - Orange Essay Example | Topics and Well Written Essays - 3000 Words. https://studentshare.org/miscellaneous/1540714-marketing-strategy-orange.
“Marketing Strategy - Orange Essay Example | Topics and Well Written Essays - 3000 Words”, n.d. https://studentshare.org/miscellaneous/1540714-marketing-strategy-orange.
  • Cited: 2 times

CHECK THESE SAMPLES OF Marketing Strategy - Orange

Marketing Planning and Strategy - Daloo3a

Marketing Planning and strategy: Group Project, Report on a Business Table of Contents Introduction 3 Mission 3 Vision 3 Values 4 Environmental Analysis (External and Internal) 4 SWOT Analysis 4 7S's Model 5 Organizational Objectives 7 Balanced Scorecard 8 Target Market 9 Service Marketing Mix: 7Ps Framework 10 Summary of External and Internal Environment Analysis 13 Conclusion 16 Recommendation 16 References 19 Introduction Global business environment is becoming highly competitive as the organizations are trying to implement unique business strategies in order to secure high business growth rate....
13 Pages (3250 words) Essay

Marketing strategy of Fiat Grande Punto Abarth

Thus, the marketing strategy may communicate well with existing and loyal Fiat buyers, and create even bigger demand within the captured market of Fiat, especially the young and bolder segments.... The strategy of reviving the Abarth marque within Fiat seems to be half-measure towards a full return of the Abarth model in the automaker stable of brands.... The strategy is still to infuse Fiat models with the Abarth interpretation of a motorsports power and allure as it has done in the past....
4 Pages (1000 words) Essay

Swatch Marketing Strategy

Another success factor in its marketing strategy is that it sponsors many sports events the major one being Beach Volley Ball.... The marketing strategy helped the company to make record sales of one million units after the implementation of the strategy.... Moreover, the company should follow a customer-oriented approach, by understanding the strategy of its competitors.... In this report, stress should be given to analyzing the marketing function, product design function, and the operation function of Swiss Watch industry....
8 Pages (2000 words) Case Study

Most important role of marketing

Understanding the markets and how they are going to change in the future indefinitely, are considered very important elements to market driven strategies for a company like orange Crush of Dr Pepper Snapple, which is an orange soft drink.... The key strategic issue for orange Crush and other beverage companies competing in this market is anticipating the nature and the scope of the impact of the introduction of... marketing is much more than just a single business function of an organization; it is a philosophy that guides the entire organization towards sensing, serving and satisfying the needs of a consumer....
12 Pages (3000 words) Essay

Marketing strategy as a concept

The aim that this dissertation has to fulfill is the examination of marketing strategy as a concept.... This research is aimed at providing a report on issues like the concept of marketing strategy; objectives of marketing strategy and formulating a marketing strategy.... hellip; This paper illustrates Cadbury Schweppes' marketing strategy as an example.... The paper tells that marketing strategy defines the plan of the organization with reference to attracting new customers, expanding the existing market, or taking market lead....
6 Pages (1500 words) Essay

Marketing Strategy for Hyatt Regency Birmingham

There is always a need to understand customers, but luxury hotels need to adapt their brand strategy in order to attract these more cost-conscious customers and look at “establishing ways of making the same brand more accessible” (Brownsell, 2009).... nbsp;“Uncertainty is inherent in strategy because nobody can be sure about the future....
10 Pages (2500 words) Research Paper

Marketing Strategy of Colgate-Palmolive

Their marketing strategy for the production of toothbrushes aimed at producing superior quality and one that removes plaque which was also technically improved.... The advantages of using Colgate products should be compared with that of Colgate which is the main competitor and the strategy should be in a way that more people will want to try the product.... Price and quality strategy should be introduced in order to offer products of a higher quality than the competitors....
9 Pages (2250 words) Case Study

Marketing Strategy at Orange Mobile

The paper "marketing strategy at Orange Mobile" discusses the overall marketing environment of Orange Mobile through the qualitative study method.... Amongst the big telephone operators, orange mobile has been the fifth largest telecom operator across the globe and, in the year 2010, the company had a bit more than 210 million customers in its existing customer base.... Of all the services of France Telecom, orange mobile is one of the distinctive business façades....
12 Pages (3000 words) Case Study
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us