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Organisation
Avocet Stores opened its first store in England in 1967, with only 15 employees and around 600 products, but has grown considerably since then.
It has expanded rapidly into a supermarket chain. Since 2010, the business has developed an impressive presence in England, Scotland and Wales and is one of the main ‘good value’ food supermarkets in the UK, with a branch network stretching to 800 stores. The UK holding company reported revenues totalling £4 billion and it has an objective of increasing to 1,100 UK stores by 2025, on revenues of £6.5 billion.
Avocet Storesalsoopened its online division in the UK in 2020.
It markets its products via social media,andit also has a high profile through TV advertising. It has a very high reputation for excellent customer service and its products are marketed as enabling its customers to be able “to live better and more healthy lives at no extra cost”.
The business has a zero-waste policy, and two-thirds of its products are UK sourced. Its business model centres on offering high-quality continental style products, combined with a no-frills ‘pass-the-savings-onto-the-customer’ approach that includes, among other things, allowing customers to pick products in-store directly from their original delivery cartons.
Role
You are a Junior Marketing Analyst working in the Marketing Department ofAvocet Stores. Your role encompasses new product development, from initial research through to test trials with selected existing customers prior to full roll out.
Your duties include:
• gathering information on competitors in order to conduct analysis on their sales, prices and methods of distribution and marketing to thoroughly learn about the competition
• conducting research on marketing strategies and consumer opinions
• tracking and forecasting trends in sales and marketing, producing reports on the results for management to inform their decision making
• collecting and analysing data on customer preferences, demographics, buying habits and needs, to better identify market potential and the factors that influence product demand. You report into a Regional Marketing Manager who, in turn, is line managed by the Marketing Director.
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Webinar presentation
You have been approached by the British Retail Consortium, which has invited you to be part of a webinar panel aimed at introducing its younger audience to marketing as an exciting career pathway. As part of the webinar, you have been given a 15-minute slot and asked to discuss and analyse the concept and role of marketing in the 21st century, presenting different career roles and responsibilities and the competencies required to succeed. This is to be contextualised in terms of how the marketing function works and interacts with other departments in the supermarket and how it supports the wider organisational context in terms of vision, mission and purpose. You should provide critical reflection on, and insight into, the internal and external factors that influence your role.
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