Market Article Analysis Essay Example | Topics and Well Written Essays - 1000 words

Market Article Analysis - Essay Example The growth of mobile marketing upon which the Sorofman is stressing upon in his article can be substantiated by the following facts; There are 5x many cell phones in the world than PCs (Conner, 2013) 91% of adults keep their smart-phones within arm’s reach (Conner, 2013) By the end of 2013, there will be more mobile connected devices than there are people on earth (Brenner, 2013) The above mentioned facts authenticate the notion that mobile marketing has the tendency to emerge as the most powerful communication tool; with significant reach. It can be credited with innovative ways to connect with consumers and in giving a sales boost. A research conducted by Forrester Research in January 2013, depicts the increasing number of mobile commerce sales via smart-phones in American market (Siwicki,  2013). The author has further explained certain ‘ground rules’ to carry out an effective mobile marketing plan. He explains that bombarding smart-phone users with marketing content, by using location-based marketing, as soon as they enter a particular vicinity might be interpreted as ‘creepy’ and might be just simply ignored. ... Not to mention, that it might also dilute a brand’s image. This requires an integrated and holistic approach towards the marketing plan. Neil Richardson suggests that by adopting mobile marketing the marcomm activity would more effective, if the business’s website is accessible through a mobile phone. Because the consumers would not have to wait to log into their PCs or they would not have to take out specific time to go through a business website (Richardson, 2010) The businesses have to properly segment their potential market and identify the target audience, who should be specifically targeted. The nature of the content has to be carved out keeping in mind a particular set of target audience. Such a strategy has to be embedded in the overall communication plan of a brand. If the brands rely too heavily on discharging messages across fragmented media without adopting a properly devised strategy, then it might result have adverse affects such as; Wastage of time, costs , labor Misinterpretation of message Reaching wrong audience Reaching the right audience but failure to convey the message in the right way (Lieb, 2012) Sorofman has rightly said in his article that a combination of tools should be used rather than being â€Å"mono-focused†. This argument can be further supported by what Rachael Pashqua suggests in his book named ‘Mobile Marketing: An Hour a Day’ to integrate SMS in the overall marketing strategy of the firm (Pashqua & Elkin, 2013). This does not imply that the traditional mediums should be entirely ignored. The idea is to find a strategic fit between the traditional medium and the new mobile tools. The fundamentals of both the mediums should be well understood and its effects on customer response

Analyse the structure of the UK supermarket sector Assignment

Analyse the structure of the UK supermarket sector - Assignment Example According to the UK Retail Food Sector Market Brief, supermarkets made up for about 6400 stores with an estimated value of 98 billion pounds in 2008 (Sainsburys And Waitrose UK Supermarkets Porters 5 Forces Competitive Advantage, 2009). The UK grocery market has increased to 133.3 billion pound in 2007, which accounts for a 4 percent increase from that of 2006 (Nicholson, 2008, p. 3-4). The major supermarkets that occupy the bulk of the market share (almost 75 percent) are Tesco, Sainsbury’s, Asda (owned by American retailer Wal-Mart) and Morrison’s. These are commonly known as the â€Å"Big Four†. The other retail chains include Marks and Spencer (UK’s biggest clothing marketer), Waitrose, Somerfield, Budgens, Netto Iceland, Aldi, and Lidl. Tesco is the largest non-food market chain in the UK which includes outlets like Extra, Homeplus, Metro and others. Each of these retailers focuses on some particular market section. Tesco for instance, marks the middle market offering economy as well as expensive products. Compared to Tesco, Sainsbury’s targets a little up-market while, Asda, a Wal-Mart chain and Morrison’s focus a little down-market. Even Somerfield operate at the sam e level as Asda and the others namely, Budgens, Iceland, Aldi, Netto and Lidl are all price-focused retailers. Waitrose, a John Lewis Partnership, is however the most up-market retailer among all. Discount retailing has become a growing division of the grocery retailing in UK and Tesco ad Asda contest a strong competition in this field. Among them, the top position is occupied by Tesco, with a market share of 31.4 percent which is quite ahead of the other retail chains. Second to Tesco is Asda with a market share of 17.1 percent followed by Sainsbury’s occupying the third position. It covers 15.7 percent of the total market. Morrison’s rank last among the four with a market share of 11.2 percent (Nicholson, 2008, p. 6-7). The market structure exhibited by the