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ortant observation that the experts make is that the reach of the end customers of today has increased by huge extent, thanks to the factors like globalisation and liberalisation. The international geographical border are almost non – existent in terms of trade and finance and the revolution brought in by inter – net has enable citizens to purchase goods or services within a few clicks of the computer mouse from any part of the world. The other important thing has been the information flow. The end consumers are informed like never before and it is this factor that distinguishes between the identical products and services.
There is little doubt that marketing is the life blood of business. However good the product or service might be, if it cannot be sold in the market and revenue earned; every effort falls flat. The process of marketing is truly a dynamic one and depends largely on each and every minute changes in the buying behaviour or the related environment of the target group of customers. Today, with the boom in the service sector, the impact of marketing activities are more felt. The report analyses various activities of a marketing process namely product mix, positioning, price mix, communications and distribution of two segments i.e. high - street fashion and convenience foods. In other words, the report focuses upon the marketing mix of the two segments that operate in the similar market.
The report basically deals with the market of the United Kingdom i.e. the economies of England, Scotland, Northern Ireland and Wales. The economy of United Kingdom is one of the most affluent among the world economies, being the sixth largest economy in the world and the third largest in the whole of Europe. The chosen companies for the report in this market segment are the famous fashion brand ‘Paul Smith’ and the leading convenient food store ‘Spar’. Both the companies are catering to the markets of the United Kingdom for quite a long time now and have
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General ethics are intrinsic part of human interactions that are guided by individual values and principles. In the broader context of business, the ethical considerations are deemed complex as people have diverse perspectives on issues. This is critical aspect which could lead to conflict of interest, both within the organization and the external environment within which it operates.
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