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Marketing Techniques

In: Business and Management

Submitted By soniacharles12
Words 2448
Pages 10
UNIT 3

Introduction to marketing

P1 ASSIGNMENT

BY SONIA CHARLES

FOR HEATHER WILLAN

OCTOBER 2013.

TABLE OF CONTENTS 1 | Topic of the assignment. | 2 | Contents. | 3 | Introduction of the marketing strategies. | 4 | Introduction to enterprise & definition of Ansoff’s Matrix. | 5 | Market development & product development. | 6 | Diversification, market penetration & summary. | 7 | Introducing Kellogg’s and Kellogg’s brands. | 8 | Marketing mix, packaging & advertising | 9 | Market research & communicating with consumers & summary. |

Introduction
The purpose of this report is to research two different marketing strategies that can be used by organisations to identify opportunities to grow.
The two organisations used in this report are Enterprise Rent-a-Car and Kellogg’s Breakfast Cereals.
The growth strategies include Ansoff’s Matrix and Branding.

According to The Chartered Institute of Marketing, “Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.”

Enterprise Rent-a-car

In 1957,Jack Crawford Taylor, an American entrepreneur established executive leasing in Missouri, united states which came later to be renamed as enterprise rent –a-car in 1962. With a vast network of over 6500 rental offices (5400 local markets locations and 419 airport locations) and over 850000 cars, enterprise rent-a-car is the largest rental car company in north America w99ith an annual revenue of $14.1 billion and 68000 employees. In fact with this statistics only enterprise could be considered as the largest in the United States. It has increased its rental offices to 7000 in five countries; United States, Canada,

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