Business Management Essay

7461 Words May 4th, 2016 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 to the stage it’s at today and I am going to be describing what techniques it has used. My
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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

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