Chosen organisation Essay Example

involved in-store leaflets, application forms, and assistance from checkout staff. Furthermore, it was featured in an advertising campaign featuring Prunella Scales using her collected points for treats. Through the Club Card, Tesco is able to enhance their utilization of relationship marketing, nurturing their existing relationships with customers and increasing sales of products and services. Similar to Tesco, Apple has successfully enticed consumers to purchase their products and has been able to maintain customer loyalty over an extended period.

Apple's relationship marketing strategy aims to establish a lifelong connection with customers by offering them a variety of options to enjoy its products. The company focuses on fostering loyalty and providing quality products that can be conveniently incorporated into customers' everyday lives, whether in their living rooms, pockets, or offices. Apple's packaging, aesthetic design, and user interface are designed to be visually appealing and accessible, constantly reminding customers of the attractive offerings provided by the company through vibrant colors, friendly icons, and sleek hardware. Both Apple and Tesco utilize relationship marketing to cultivate customer loyalty and incentivize repeated purchases; however, Tesco employs this strategy more extensively and successfully due to its wider range of products and services which allows for the development of an ongoing relationship with customers.

Both Tesco and Apple have distinct growth strategies. Tesco aims to boost sales in their current markets through market penetration, particularly for their finest products available in all stores. They also focus on product development by modifying existing products, as seen with the rebranding of their own brand range in 2012. Market development is another strategy for Tesco, as they expand into new markets while still offering existing products. Lastly, Tesco

diversifies its offerings through new services like home insurance and car insurance. However, this strategy carries risks as it involves venturing into unfamiliar territories.

Similarly, Apple employs various growth strategies. To increase sales in existing markets, they promote and sell iPhone 4 and 4S across all Apple stores worldwide (market penetration). Product development is a constant focus for Apple as they regularly enhance their product offerings. An example of this is the introduction of iPhone 5 with a larger screen size and more powerful processors running on iOS 6.

Apple launched its biggest iPhone on September 21, 2012. With over 2 million pre-orders, there were delivery delays until late October. This launch showcases Apple's dedication to creating advanced technology and software for the new iPhone 5. They have also introduced upgraded versions with more powerful processors. In terms of expanding their market, Apple entered Hong Kong in September 2011, indicating their efforts to tap into new markets using existing products. While Apple has not significantly diversified its product range, it now offers a more varied line compared to ten years ago. Despite this increased diversification, Apple remains focused on its products and cannot be described as "unfocused."

The introduction of these new products has enhanced the company's strength and profitability, increasing its value. Tesco and Apple have implemented growth strategies based on Ansoff's matrix diagram. Both companies employ market penetration to drive sales in their current markets. They also focus on product development, as seen in Tesco's revamp of their packaging into "Tesco Everyday Value" and Apple's release of the iPhone 5 featuring advanced technology for fast accessibility.

Both Tesco and Apple have expanded their markets by entering different

countries and selling the same products as before. Tesco has undergone a complete diversification, starting with groceries and then expanding into insurances, mortgages, and Tesco Bank. On the other hand, Apple has not diversified its range of products but has continuously improved their technology, resulting in a more varied product line compared to a decade ago. In terms of brand building and positioning, Apple enhances its brand equity through advertising campaigns and supporting causes or event sponsorships. The process involves creating a distinct name and image for a product, which is associated with logos, strap lines, brand promise, colors, and related benefits. Customers should have an understanding of the brand's values.

The Apple brand focuses on making people's lives easier by making their products accessible. Their branding strategy has been successful. Tesco, on the other hand, emphasizes the benefits of a strong brand image which includes being an established business, experienced in their products and services, and seen as reliable and trustworthy. Tesco uses different branding approaches such as Tesco value, Tesco standards, Tesco finest, Tesco organic, and Tesco Whole foods. Both Apple and Tesco have strong images as well as being established businesses with a long-standing reputation. They are experienced in their products and services for consumers.