Place, Price and Promotion in the Marketing Mix of Würth Company

Table of contents

1. Introduction 1
1.1. What is marketing and marketing mix? 1
1.2. What is the Würth Group? 1
2. Product 2
2.1. Product and fashion design 3
2.2. Brand management 3
2.3. Quality and warranty 4
3.Price 5
3.1. Price differentiation, tactics 5
3.2. Analysis of price-sensitivity among consumers 6
3.3. Discounts and paying possibilities 8
4. Place 8
4.1.Distribution – subsidiaries 8
4.2. Choosing of commercial partners 9
5. Summary 9
Appendix 11
Reference list 12

List of illustrations

Diagram 1 Sales of Würth Group in millions of Euros 2002-2011…………………..1
Chart 1 Shares in sales (Würth Line Divisions)…………………………………..3
Illustration 1 The content of product……………………………………………………2
Illustration 2 Repairing tools……………………………………………………………3
Illustration 3 Elements of price…………………………………………………………5
Illustration 4 Elements of place………………………………………………………....8
Illustration 5 Countries where Würth is present………………………………………...9

1. Introduction

Nowadays every company endeavour to be the best, better than the other ones. Their aim is to gain as many customers as possible, and in order to do this, they try to work out good marketing plans. In my paper I am going to write about the marketing mix of Würth Group, mainly focusing on the Product, Price, and Place part of it. Würth is a succesful company. It has a plenty of customers. My purpose is to examine what are the possible reasons for this. I chose the Marketing Mix with the three above-mentioned elements, because I think these are the strongest parts of Würth which make it prosperous.

1.1. What is marketing and marketing mix?

As it can be read on www.marketingtetel.wordpress.com, marketing is a chain of social and directional steps, when individuals and groups create products and values, change them