Business project iII- the marking mix |
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Scenario
Having successfully completed your apprenticeship in marketing for Goody's Goods, you have been appointed to a permanent position and given your first project to investigate.
Goody's Goods have just acquired 'T Avery' a jewellers based in the famous Hatton Garden district of London. T Avery was established in East London in 1899 and has always specialised in low cost jewellery. Following many successful years, the business moved to its Hatton Garden site in 2006 but has always struggled to make a profit since, suffering from low sales and high rents and rates.
The business exclusively uses a budget pricing strategy for its low quality 'cheap and cheerful' products. T Avery prides itself on never paying for advertising, relying solely on word of mouth promotion.
Having successfully completed your apprenticeship in marketing for Goody's Goods, you have been appointed to a permanent position and given your first project to investigate.
Goody's Goods have just acquired 'T Avery' a jewellers based in the famous Hatton Garden district of London. T Avery was established in East London in 1899 and has always specialised in low cost jewellery. Following many successful years, the business moved to its Hatton Garden site in 2006 but has always struggled to make a profit since, suffering from low sales and high rents and rates.
The business exclusively uses a budget pricing strategy for its low quality 'cheap and cheerful' products. T Avery prides itself on never paying for advertising, relying solely on word of mouth promotion.
Task 1
What is meant by a 'cohesive' marketing mix?
Stretch & challenge: What form of acquisition is the T Avery jewellers for Goody's Goods? Justify your answer. (tip - forward/backwards vertical, horizontal, diagonal/conglomerate)
What is meant by a 'cohesive' marketing mix?
Stretch & challenge: What form of acquisition is the T Avery jewellers for Goody's Goods? Justify your answer. (tip - forward/backwards vertical, horizontal, diagonal/conglomerate)
Plenary
Please see some documentary's below that discuss some of the areas studied in this project.
Please see some documentary's below that discuss some of the areas studied in this project.
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