Managing Principles of Marketing

Introduction

Marketing is an act of selling goods and services by satisfying the needs and wants of customers. Marketing principles such as product, price, place and promotion plays an important role in the achievement of organizational goals and objectives. For this project report, Tesco is selected which is one of the largest retailers in UK. This project report depicts the micro and macro environmental factors which closely affects the marketing decision of company. Besides this, it also depicts segmentation, targeting and positioning criteria which Tesco uses to sell its products and services. It indicates the extent to which the marketing activities affect the buying behavior of individuals. This report also depicts the ways through which company is able to build and sustain competitive advantage. Extended elements of marketing mix also provide help to company for achieving success in the dynamic business environment.