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Unit 2: Marketing Essentials Assignment title: "A1: Marketing Concepts and Internal Relations"

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Harvard ManageMentor: Marketing Essentials

By: Harvard Business Publishing

In this course, students will learn the basics of marketing to better serve customers inside and outside. They will discover the forces that influence buying, how to conduct customer research, and…

• Length: 2 hours, 26 minutes
• Publication Date: Aug 27, 2019
• Discipline: Marketing
• Product #: 7172-HTM-ENG

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Harvard ManageMentor helps students develop the skills they need to thrive in the workforce. These online courses combine the latest in business thinking from management experts with interactive assignments to empower students with the skills employers seek.

In this course, students will learn the basics of marketing to better serve customers inside and outside. They will discover the forces that influence buying, how to conduct customer research, and how to create an effective marketing strategy. They will have the opportunity to learn strategies and best practices from business leaders, authors, and coaches like Leslie John, Neil Gaydon, Robyn Bolton, Rob Markey, Rohit Deshpande, Kamaline Ramdas, Simone Ahujha, Eddie Yoon, Kate Sweetman, and John McDonnell.

Students have the option to view the content in English, Spanish, Portuguese, and Chinese. This online course has been designed and developed with the intention of complying with WCAG 2.0 AA standards. Explore all Harvard ManageMentor courses at https://hbsp.harvard.edu/harvard-manage-mentor/

Learning Objectives

Foster a marketing orientation within your team

Research and identify target customers

Develop a marketing strategy

Develop and implement a marketing plan

Market to global customers

Aug 27, 2019 (Revised: Nov 4, 2014)

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Harvard Business Publishing

7172-HTM-ENG

2 hours, 26 minutes

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Unit 2 Marketing Essentials Assignment Sample - EE Limited

Introduction:

The  Marketing Essentials Assignment Sample - EE Limited discusses about the marketing concepts of EE limited. The unit initiates with the discussion of marketing mix of the two companies. Further, it focuses on development of the marketing plan of EE limited. The marketing plan is about drafting the decisions of all the elements of marketing that can help the company to achieve its marketing objectives. The marketing plan of the company has been discussed and some of the recommendations have also been given that can help the company to improve its functions.

LO 2. Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve overall business objectives.

Marketing: Marketing is the operational function of the organisation that deals with activities that are practiced in order to make the people aware about the products and services. A market is the place that provides platform to the sellers and the buyers. In order to increase the sales, sellers need to use different advertising and marketing strategies to create awareness about the product’s existence in the market. (do Paço, 2011)

Marketing Mix: Marketing mix is one of the basic and the very important part of marketing plan. It includes all the elements that are important for an organisation from manufacturing to sale of the product. It can be considered as the set of marketing tools that blends together to generate a marketing response in the market. Every organisation uses this tool to make its marketing plan. Primarily it consists of 4P’s, but now it is extended to 7P’s of marketing.

Shift from 4P’s to 7P’s: Many decisions have to be made in order to generate a marketing plan of the product. Marketing mix is the tool that allows the marketers to analyze the factors associated with the product in order to make the decisions so required. Earlier the marketing mix concept involves product, price, place and promotion as its main components. It was observed that not only the product, place, price and promotion made the marketing mix but there are more elements that are associated with the product in order to make the marketing plan. Now, 3P’s are added to the elements. These are people, process and physical evidence. (Malhotra, 2007)

4 P’s of marketing:

• Product: Product can simple be explains as the goods, services or the combination of both offered by the company to the target market. Product can be intangible or tangible in nature. The nature of product classifies it into 3 categories. These categories are core product, actual product and the last one is augmented product.
• Price: Price is described as the amount that has been exchanged in terms of buying the product from the seller. In general terms, price can be calculated by adding the cost of the product with the profit margin of the organisation as well as the intermediaries that are involved in delivering the product to the end consumer. (Mann and Jha, 2015)
• Place: Place involves all the activities involved in making the product available to the target customers. It includes distribution channels, intermediaries etc. It also includes the location where the product is available.
• Promotion:   Advertising and Promotion involves all the activities that deal with advertising of the product. Different promotional tools have been used by the different organisaton in order to create awareness about the product in the market.

Extended 3 P’s:

• People: All human factors that are involved directly in indirectly in the whole process from manufacturing of products to its sale are considered in this element. It is the most important tool of marketing mix as all processes from inception to the end can be possible only with the assistance of the relevant people.
• Process: Process can be termed as all the activities and the practices that are involved in making the product available to the market. This tool mainly concentrates on flow of these activities in order to get best results.
• Physical evidence: Physical evidence is the material part associated with the product. It is the evidence of the presence and existence of the product in the market. The associated material can be logos, signs, packaging of the product that makes the customers rely on them. (Milligan, 2012)

Comparison of marketing mix of EE and Apple

Overview of marketing planning process: Every plan needs a systematic approach to be followed. Marketing plan is the critical state as reaching the customers with the right approach is very important. To prepare a market plan, marketers need to follow some of the steps in orderly basis to come up with the great marketing plan:

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• Analysis: Analysis is the first step that needs to be critically done by the marketers. This involves analysis of the business environment in terms of marketing as well as the present situation of the business in the industry. (Paley, 2005)
• Planning: This is the second and the most important step. After analyzing the market as well as the internal situation, marketer needs to make blueprint that act as the guide to implement all the actions and processes in orderly basis. Planning involves drafting all the activities that needs to be done in the marketing plan. It involves the decisions like tools of marketing, pricing strategies, time of marketing, methods of marketing, budget etc.
• Implementation: It is the stage that deals with bringing the plan into action. At this stage, all the marketing tools start processing or performing accordingly with the plan drafted. Implementation of the plan requires a continuous flow of activities one by one.
• Control: This is also an important step to be followed, this step starts as and when the plan is executed. Control involves keeping a check on activities of marketing. Any deviation from the plan needs to be checked and corrective measures should be used to reduce the deviation gap from the original plan. (Richter, 2002)

Marketing strategies: Marketing strategies involves the strategies that need to be opted in order to execute the marketing plan. Marketing plan involves the strategies like pricing strategies, promotional strategies, distribution strategies etc. Pricing strategies determines the criteria that are followed in calculating the price of the product. Distribution strategies deals with the method used to distribute the products to the market. (Russell, 2010)

LO 3. Develop and evaluate a basic marketing plan.

Executive summary: This report focuses on evaluation of the marketing environment of the company known as EE limited. It is a telecom company in UK that is considered as the market leader in the industry. To assess the external environment, PESTEL analysis and Porter’s five forces have been used. In order to analyze the internal environment of the company, value chain analysis, financial performance and product portfolio is analyzed. EE still faces some of the issues regarding poor communication between the departments and brand recognition. Various recommendations have been made I the report to overcome these obstacles. (Ryan and Jones, 2009)

Company overview: The telecom industry has a market value of £15.88 in 2013. It has been observed that the value of the industry is at the growing stage and the growth is estimated as 7% in 2018. The increase of the growth is due to increase in the number of mobile services in the country. As far as the company EE limited is concerned, the company is formed by the merger of two companies known as Orange and T-Mobile. The collaboration happened in the year of 2010. In the initial four years of the business, company has invested around £1.5bn and covers almost 98% of the UK telecom industry by 2014 end. It is one of the largest telecom service providers in UK and owns around 700 stores that engage in serving around 27 million customers in the country.

Marketing situation analysis:

• Internal analysis: Internal analysis of the company can be defined as examining the internal factors that affect the company’s functioning. These factors may involve financial analysis, value chain analysis, strength and weakness of the country. The internal analysis of the organization helps in making the improvement plans for the company by determining its faults as well as competitive advantage.

Financial performance:

The figure shows the financial performance of EE limited in year 2013 and 2012. It has been observed that the overall revenue of the company has decreased from £6.7 to £6.5. It has also been observed that the cash invested in the company has also increased from 2012 to 2013. This is because of launching of 3G and 4G services in the year.

Value chain analysis: Value chain analysis is the working tool for the organisation to examine the internal activities of the organisation. This tool is used to judge the relative value of the activities that have been conducted in the organisation. The practice is done in order to find out the area of improvement in the activities so that the company can add value to the final product by making the required improvement. As the major marketing aim of EE limited is to reach through the masses, it is important for the company to increase its selling approach. As discussed in the scenario, company is facing poor cross functional communication so the efforts should be made by the company to increase the communication between sales and marketing department.

The company focuses on opening retail stores that helps in selling more and more products by direct selling method.

Product portfolio analysis: EE 4G products are considered as the product with high relative growth and market share. Around 816,000 new customers have been acquired by the product in the quarter of 2013. This means the product is covering the high market share in the industry. O the other hand, the 3G products of the company is at stable growth situation but still providing huge revenue to the company without much of the investment. (EE, 2016)

• External environment analysis:

External environment of the company involves the factors that belongs to outside of the company but affect its internal functioning. The analysis of external factors can be done by PESTEL analysis as well as Porter’s Five Forces approach.

PESTEL analysis: Political factors: The regulatory authority for telecom industry in UK is of com. However, government still has some of the impact by making announcement regarding the investment. The government announced that there should be investment of £120 million for broadband improvement.

Economic factor: As far as the current economic situation of the country has been considered, it is found to be very favorable for the telecom companies as the country has recovered from the recession period of 2008 to 2010. The increase in household disposable income results in improvement of mobile consumption.

Social factors: Every product is purchased by different segments of buyers. These segments have different purchase behaviors according to their nature and beliefs. It has been observed that the segment of teen customers acquiring the mobile services has risen to 81% from 61% between 2011-2013. This group also uses some other ways of communication like social networking, text messages etc. the requirement of this target group is different from other segments.

Technological factors: Telecom industry is very much affected by the technological change and demands. Demand of high speed internet leads to launching of 4G services by EE limited is the biggest example.

Legal factors: Ofcom is the organisation that regulates the functioning of telecom industry. It provides the guidelines to form the policies. Ofcom suggests that consumers are free to terminate the contracts with the telecom service in the circumstances like price rise of the product.

Ecological environment: The telecom industry or the company like EE limited does not get affected much by the changing environmental factors.

Competitive analysis- Porter’s Five Forces

Threat of competition: Telecom industry in UK is competitive in nature. Most of the companies like Vodafone, EE, O2, Three, and Virgin etc face high competition risk because of the saturation in the market. EE is one of the companies that covers large market area (31%).

Threat of new entry: This industry is relatively attractive because of the high profit margin. However, entering the industry require huge investment that acts as the barrier to the entry of new companies in the market. (Docplayer.net, 2016)

Bargaining power of buyers: Due to saturation in the industry, customers have many choices to switch on the mobile networks. The switching cost in the industry is also low. This results in high bargaining power of the customers.

Bargaining power of the suppliers: Although EE is the market leader; company is facing competition from the rivals and thus need to collaborate with other companies for supporting the network. Huawei ICT is the company that supports the network of EE.

Threat of substitute: Telecom companies have medium risks from the substitutes. This is because advancement in the internet services supports other approaches to text and communicates with others. Skype and Viber are some of the applications that act as the substitutes for telecom network calling services. (EE, 2016)

• SWOT analysis:
• Market leader of the industry.
• Largest 4G customer base.
• High performance level in terms of speed.
• Security apps on mobile phones.
• Low brand recognition.
• Unavailability of 4G roaming services.
• High customer service complaints due to  low cross functional communication.

Opportunities:

• More involvement in marketing activities to improve the branding.
• Introduction of own brand's mobile phones.
• Increase in usage of applications like Skype, whatsapp, and hike tec.
• Threat of competitors due to saturation f the industry.

(do Paço, 2011)

Market objectives: After analyzing the internal as well as the external environment of the company, it has been observed that company has to focus on making Smart goals and objectives. Following are some of the objectives that need to be focused upon:

• Increase in customers base
• Increase in number of satisfied customers
• Improving cross functional communication
• Increase I number of 4G users

Strategies: To increase the customer base of the company, it is required for the company to enlarge their reach. This can be possible by opening more and more stores in the country. It has been observed that company is facing the problem of poor cross functional communication. This restricts the linkage between the marketing strategies and the objectives of the company. After analyzing the situation, it has been observed that reduction in customer’s satisfaction is also the factor that affects the growth of the company. Thus, it is important to serve the customers from each possible way by retailers, dealer, internet etc. To increase the number of satisfied customer, organisation need to made investment in customers service department rather than acquiring new customers. To increase the customer base of 4G services, organisation needs to improve the place, price and promotional strategies. Penetration pricing is the strategy that needs to be used in order to acquire more market for 4G services. EE can achieve the target by increasing the number of retail stores at the areas that are easily approachable for the customers. Distribution through multiple channels can be strategy to improve customer base. Promotional strategies like advertising and personal selling would be the best strategies to achieve the objective. (Duedil.com, 2016)

Segmentation, targeting, positioning (STP): Segmentation: It is the process of dividing the market into different segments according to their common characteristics. Market can be segmented on different basis such as, demographic, behavioral, geographic etc. The most relevant approach for telecom industry is segmentation by behavior.

Targeting: After segmenting the market, EE has to focus on choosing few of the segments that can be targeted. Targeting is the process choosing a segment that is most profitable. In 2013, it has been revealed that EE trying to target the Vodafone target customers that are the young tech-savvy generation for launching 4G products. (Docplayer.net, 2016)

Positioning: Positioning is the technique of portraying an image in the minds of target customers with the differentiated traits from the competitors. EE tries to position itself as the premium brand. It has been analyzed that the company is charging high prices and serving low quality products to the customers. Company needs to make changes in their strategies ether by lowering the prices or by uplifting the quality of the products.

Marketing control: This is the basic requirement of the marketing plan . Controlling should be done by matching the objectives with the results. Drafted activities should be considered in order to check the processes so that corrective measures can be used if any deviation is found. (Malhotra, 2007)

Conclusion:

EE limited is the very new company in the telecom industry. However the company has acquired great market coverage by its efforts and branding strategies. After analyzing the internal and external business environment of the company, it has been observed that EE limited has great potential to compete in the industry and by adopting the recommended strategies company will definitely overcome the weaknesses it has. By launching 4G services, company has become the leader of the market in serving the customers. EE needs to made efforts on improving the communication and marketing strategies of the company. This helps the company to achieve all its goals and objectives.

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INTRODUCTION Internet marketing can be termed as marketing and advertising efforts by using web and direct sales through e-commerce. It is also considered as electronic marketing in which the company uses various methods along with traditional methods such as newspapers, television and radio ...

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Introduction - Unit 2 Marketing Essentials Assignment Sample

• 1. Role of Marketing and Its Interrelation with the Rest of the Functional Unit of M&S

1.1 Essential Functional Roles and Responsibilities of Marketing

1.2 relation of marketing roles and responsibilities with wider organisational context, 1.3 interrelation between marketing and other organisational units, 2. use of marketing mix in achieving organisational objectives, 2.1 comparison of organizations' implementation approaches of marketing mix elements (7ps) to accomplish their business objectives, 2.2different tactics applied by organisations to demonstrate how business objectives have been achieved, 3. develop and describe a basic marketing planning, basic marketing plan for an organisation.

• 3.1 External Environmental Analysis of M&S

3.2 Internal Environmental Analysis

3.3 marketing mix strategies.

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Marketing is fundamentally defined as the process of planning and execution of the conception and pricing of ideas, products and services, as well as their promotion and distribution in the process of creating exchanges, which satisfactorily fulfil the goals from individual and organisation aspects. Iwu (2009), has identified marketing as the consistency of management activities and decisions that are directed at effectively meeting the opportunities and threats in a dynamic environment through the development and transfer of marketing offers to consumers that satisfy their needs. This is usually done in such a way that it achieves the objectives of the business, the customers and the society and community in a broader perspective.

Thus, marketing can be recognised to be the exchanges, interventions and conversations in improving the quality of products and services, along with achieving certain advantages (Gansen and Pichotta, 2020). In this process, the functions of a marketing professional are monitoring the cycle of marketing for evaluation of the situation, as well as recognition of the goals, formulation of fresh approaches and assessment of present marketing state. Hence, M&S,a successful and global retail enterprise has been adopted for this report, where it demonstrates that marketing strategy implementation is necessary to identify the probable factors, current trends, knowledge and expectations of consumers etc. This will require the report to evaluate a detailed discussion on the potential improvement of the marketing strategy of M&S in increasing the sales and financial profit margin.

1. Role of Marketing and Its Interrelation with the Rest of the Functional Unit of M&S

The value of an organisation's marketing role is characteristics, which can enhance the recognition, sale and promotion of consumer services and products. According to Wirtz, Tuzovic and Kuppelwieser (2014), the essential and foremost roles and responsibilities of M&S marketing are designing and managing product, creating effectual materials for promotion, content creation for search engine optimisation, monitoring various social media campaigns, collecting customer review and feedback, researching the market, and producing efficient internal communication in the organisation.

One of the crucial tasks of the marketing department is to design and manage all products and to draw the consumers' attention. For product promotion, the marketing unit also gathers and develops valuable advertising materials to gain a better response from the buyers. Generating SEO content and analysing keyword is also a critical activity for highlighting the websites and online operation of the organisation (Pomering, 2017). Marketing managers can often receive input from prospective customers via social media to recognise the value of the product. Besides, the management team gains input from consumers to enhance the overall output of the product efficiently depending on the demand from consumers. Appropriate market analysis is crucial and one of the main roles of the M&S marketing unit for the development of a successful marketing strategy. It also communicates with all departments to exchange important details for the business and generally assists management in making reasonable decisions for successful organisational growth.

Strategic functions of M&S include company planning, business development and a socially responsible network of communication, human resources, quality assurance and processes of recruitment (Wilson, 2015). Marketing strategy integration is essential for all business organisations that deal with unique positions for the various assessments, challenges in technology, placement of product, performance, growth, planning and various preliminary measures. Roles of marketing lead to acquiring knowledge, development and design, supporting customers, scalability, risk management, recruitment as well as brand assessment through business advertising. Wilson (2015) has further stated that M&S starts with the advertisement and promotional approach, which usually takes more consumers into account. The organisation also attempts to establish whether customer expectations can be met before launching the product.

Key marketing components of M&S are linked directly to the other functional divisions. Researchers argued that within each organisation's operating unit the various marketing roles are closely linked. As per Lavidge (1970), the impact of marketing is growing, and as an integral element of the company, the promotional activities are supported by all operational units within the company along with positive outcomes. Marks and Spencer also design and implement marketing strategies. Additionally, the company will be supported for sustainability by brand marketing, financial unit, production unit and involvement of the workforce. Also, if random sales of particular services are viewed as a reasonable return, a crucial link between the marketing and the management team needs to be improved.

There are, however, plans to increase overall efficiency in many M&S sections and markets. Marketing functions are designed mainly to increase business profit levels through economic growth. Productivity benefit can only be achieved in this sense through the investment from every division of the company at the same time (Pomering, 2017). To achieve sustainable organisational growth, only a finance unit having a wider budget for promotional unit instead of marketing strategies can be introduced. The company also implements HR techniques, employing models of marketing, customer profiling and promotions. To achieve business goals and assurance of fair access to services, policies for core management and time management are necessary.

Based on the opinion of Ruekert and Walker Jr (1987), the interrelation of the core functional elements of marketing, including market research, strategy, planning and tactics, with the rest of the functional units of the organisation is crucial for M&S's success.

Human Resource Department

To support the organisation, every section contributes to attracting future employees. M&S Sales Department investigates the enterprise and establishes standards for workplace success. Information on company issues is provided by the Human Resources Department. The HR department of M&S understands the importance of the brand and also wants to employ efficient candidates (Marks and Spencer plc, 2020). However, the HR department needs to develop innovative methods to help advertisers' operation.

Production Department

The marketing team provides information on the development of the products, based on an appropriate market study. Available products are recommended to customers. The development team sets out a strategy and offers new plans to respond to customer demands, as per Martensen and Mouritsen (2017). It is a sales method to ensure that the work is performed within the agreed time. The marketing team drives the production team to work more effectively to meet customer requirements.

Finance Department

The finance team ensures that costs are managed to benefit from various marketing strategies. They recognise the cost-effective criteria and also have a responsibility to strategise new strategies to reduce the marketing team's expenses (Martensen and Mouritsen, 2017). M&S is a valued enterprise, earns a great deal from sales agencies and needs to plan ways to boost its growth rate.

The following section will present a comparative analysis of the 7Ps model analysis of the chosen company, M&S and the Swedish multinational company H&M to assess how they apply the marketing mix to achieve their objectives.

Assumptions based on consumer behaviour

Based on customers' preferences, companies have a strong feeling about customers' interests Effective communication with the customers' satisfaction is the aim, and customers should be satisfied with our efforts to meet their needs. There would be a huge benefit for the client to have a sector survey performed. The company must process market information much faster to satisfy the changing customer demands.

Using Social Networking to Recognise Customer Demands

On different product reviews sites, consumers express themselves. Consumer complaints about the product are filed, so it is the company's responsibility to successfully mitigate the issue to preserve brand value. M&S may also implement the strategy in its approach. Social website analysis can enable it to understand how customers respond to an organization's products (He et al ., 2017). As it is important to take into consideration a wide range of input, M&S cannot collect precise details for a particular customer. This can delay the product development cycle.

Creating short term Goals

A basic business plan strategy is one of the main and fruitful facets of an organization. To develop innovative approaches to the attainment of its objectives, an organisation can study their customer behaviour and market dynamics. The analysis of customer measures inspires the strategic planning and goals of an organisation.

M&S would develop a groundbreaking programme, with many other multinationals followed by this approach. However, M&S cannot be sure of the initiative's success. One solution cannot succeed for all in a single organisation.

Improvement in Customer Interaction

Dealing with customers is an essential part of getting a business objective done. Everything is geared towards its clients. For this, every client must be made aware of new developments in the industry. Plan selection is ineffective without research (Jost and Süsser, 2020). Therefore the emphasis is on providing strong consumer integration for M&S. For potential customers and typical shoppers, the business will have strategies.

Getting the best free sample was written by a Subject expert for talking Marketing assignment help .

Situation Analysis

M&S is a well-known retail company and is expanding its business across the globe. It's a good sign that market monetization exists across the globe. New data shows that the firm's market capitalization is unstable, and market-driving approaches must be deployed. New approaches should be employed, but the organisation must research the outside and interdependent conditions that influence the overall operation.

3.1 External Environmental Analysis of M&S

The company will use PESTLE tools to recognise the external environmental factors.

Organizational Goals and Objectives

The main objective of M&S is to increase sales and customer demand promotes product quality to obtain positive customer reviews. The business is attempting to enhance its brand reputation by offering fresh goods and improving quality. Customer satisfaction is seen as being critical for M&S. One must always begin with proper preparation to gain new customers. Besides this, the organisation wants to enhance its overall earnings and sales. They also want to become more loyal customers to increase profits (Palo, Kripalini and Sanghamitra, 2020).

Identification of Market Overview

M&S has prioritized cost-effectiveness over quality. The policy is not made for the average customer who is engaged in continuous growth. The vendors are from the premium class who are looking for unique, first-of-quality products. M&S should use a better targeting the middle class to boost sales volume

They cater to all customer bases. They work with high-end brands. Feedback from every customer is compiled into the scorecard. After proper segmentation, the plan must be carried out. The organisation will use both quantitative and qualitative segmentation to predict customer behaviour. The business can take advantage of psychological differences to help them accomplish its marketing goals. M&S will employ a market-oriented approach in the market campaign. It aims to discover an effective marketing strategy so that customers can help grow the business.

Products- M&S generally sell various retail products in their outlets. The corporation works with quality suppliers and prominence on the customer's attention as well.

Price- The Company has also reduced the cost of every product to help lower the price point of consideration for the average customer. Also, by giving a small discount to all customers, the company will increase its sales volume.

Place- IT operates in various countries and opens its outlets based on customer demand.

Promotion - To increase the number of loyal customers, the company may depend on various promotion actions. M&S will also promote social networking, which is a safe way for consumers to attract.

People- The staff of the organisation would acknowledge the company's market presence. New employees must be able to treat their customers best. For inspiring them, Senior Management needs to create innovative ideas.

Physical evidence- The shops have to be clean and safe to directly attract one customer. The employees' attitude is emotionally more satisfying and therefore more advantageous.

Process- The conventional system must be continuously revised, as well as the online purchasing system. It will increase the financial growth of the organisation.

Marketing Budget

The corporation would invest an enormous amount in marketing and advertising. For its next advertising and marketing efforts, the organisation will be investing $5000. To connect consumers psychologically to the brand, the company will also improve its social media outlets.

The routine follow-up should improve the performance of the performers. In reality, statistics are identified on cost efficiency and market position and sales growth, which could pose faults in the communication campaign. When a company solves these problems it will have a greater political advantage.

Evaluation of Marketing Plan

To get better results in sales and/marketing, the whole businesses need to conduct an assessment of the marketing strategy. Offering a 50% discount on the first order to get in new customers can help. To boost sales and profits, customers must be more engaged with the brand. A large number of firms are competing in the market, so the incorporation of a strategic approach is more important than ever. Measuring customer satisfaction and reviews can help management determine satisfaction levels. Consumers must be pleased to sustain sales at an optimal level. Apart from that, hiring technical people and running a series of creative commercials for product and service upgrades would promote the logo and bring in more customers.

The report has focused on the evaluation of the marketing essentials of Marks and Spencer to understand the probable improvements in its marketing strategy. In this process, the report has evaluated the key marketing elements and their roles, established the relation between the marketing team and other functional units like HR, production and finance.Furthermore, the comparison of the elements of the marketing mix of M&S with its competitor H&M has demonstrated the competitive advantage of M&S over its competitor. Finally, the report has developed and evaluated a marketing plan that including the marketing mix elements along with PESTLE and SWOT analysis to understand the external and internal factors of the company. This has helped to analyse the strengths and weaknesses, as well as opportunities and threats in the current situation in the UK market. Also, an estimated budget plan has been included for the expense of the suggested marketing plan

Arrigo, E., 2018. The key role of retail stores in fast fashion companies: The H&M case study. In  Contemporary Case Studies on Fashion Production, Marketing and Operations  (pp. 121-137). Springer, Singapore.

Choudhary, B. and Piparo, T.L., Case Study-Strategy 2020 for M&S.

Gansen, F. and Pichotta, M., 2020.Marketing-Mix.In Management imGesundheitswesen (pp. 81-91). Springer Gabler, Wiesbaden.

He, W., Tian, X., Tao, R., Zhang, W., Yan, G. and Akula, V., 2017. Application of social media analytics: A case of analyzing online hotel reviews.  Online Information Review .

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Jost, P.J. and Süsser, T., 2020. Company-customer interaction in mass customization.  International journal of production economics ,  220 , p.107454.

Kuusela, E., 2019. Sustainability trends effecting modern business practices.

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Marks and Spencer plc. 2020. Our Year In Review. At a glance . [Online] Available at: https://corporate.marksandspencer.com/annualreport [Accessed on: 04.03.2021]

Martensen, A. and Mouritsen, J., 2017. Prioritising marketing activities in different types of marketing functions.  Total Quality Management & Business Excellence ,  28 (11-12), pp.1264-1284.

Mete, M. and Davies, G., 2017, October. A comparative study on brand image measurements. In  Global Conference on Services Management (GLOSERV 2017)  (Vol. 291).s

Palo, S.K., Kripalini, P. and Sanghamitra, P., 2020. Situation of labour room documentation at secondary level public health facilities of Cuttack district, Odisha, India-A SWOT analysis.  Journal of Family Medicine and Primary Care ,  9 (7), p.3308.

Pomering, A., 2017. Marketing for sustainability: Extending the conceptualisation of the marketing mix to drive value for individuals and society at large.  Australasian Marketing Journal (AMJ) ,  25 (2), pp.157-165.

Ruekert, R.W. and Walker Jr, O.C., 1987. Marketing's interaction with other functional units: A conceptual framework and empirical evidence.  Journal of marketing ,  51 (1), pp.1-19.

Scriven, J., Clemente, M., Dawes, J., Trinh, G. and Sharp, B., 2017. Buying brands at both regular price and on promotion over time.  Australasian Marketing Journal (AMJ) ,  25 (4), pp.252-260.

Valencia, S., 2021.  The Effects of Brand Loyalty, Brand Image & Brand Reputation on Universitas Pelita Harapan Lippo Village Students'consumer Purchase Behavior Of H&M Products  (Doctoral dissertation, Universitas Pelita Harapan).

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Introduction To Marketing Essentials

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• Marketing The Core by Kerin, Hartley, Rudely, Mc Graw – Hill Publication
• Marketing Management by Kotler, Keller Pearson Publication
• Marketing An Introduction by Armstrong Kotler, Pearson Publication
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Unit 2 Marketing Essentials

• 1. Introduction Unit 2 Marketing Essentials Assignment Sample

2. Explanation of the key roles and responsibilities of Marketing ADD UNILEVER

3. key elements of marketing, 4. importance of marketing plan, 5. analysis of interrelation of marketing with other functions of unilever.

• 6. Comparison of 7P’s Marketing Mix between Unilever and P & G company

7. 7Ps marketing mix for building marketing plan for Unilever

8. conclusion.

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1. Introduction Unit 2 Marketing Essentials Assignment Sample

Marketing is an essential part for every business as it helps an organization to deliver its message among its consumers via various mediums. The main purpose of running a marketing campaign by companies is to boost sales through promotions and to enhance the brand recognition (Gaši?, Janji?and ?avi?, 2020). There are multiple mediums of creating awareness, such as, advertising, sales and publicity. This process begins just after a new product or the service is built and for the purpose of publicity and brand recognition, marketing is initiated by organizations (Mihajlovi? and Trajkovi?, 2020). For any business, viz. small or big one, marketing essentials create a space for all the companies to create a place in a market.

The century old British multinational corporation, Unilever is a billion-dollar company which has branches over 190 countries in the world. Unilever was established on 2 nd September, 1929. Basically the company is known for manufacturing and distributing beverage items, cleaning items and personal care products across the globe (Murphyand Murphy, 2018). The company is headquartered in London, England. The net income of Unilever was €6.073 billion in 2020. Unilever has been known for acquiring a number of significant marketing talents in their workforce that has left a huge contribution in the success factor of the company.

This particular report will be developed based on the discussion of marketing essentials in relation to the most prominent company, Unilever. Firstly, the document will highlight the chief roles of marketing in the business expansion of the company. After this, the report will identify the key elements and importance of marketing plan in the Unilever Company. The next paragraph will establish an interrelation of marketing with the other functions of the business and will conduct an in detail comparison between Unilever and another established company. Lastly, the report will establish a sound marketing plan for the company using the 7ps Marketing mix tool.

Diverse Brand categories of Unilever

Unilever is one of the powerful multinational company of the world. The company has 13 brands and offers personal care products, refreshment products and food and beverage products etc. Apart from this the multinational company has many sustainable brands like, Dove, Axe, Hellmann’s, Lux, Lipton, Sunsilk, Magnum, Omo, surf, so on. The company operate in 190 countries and has bagged sales of 1 billion pound from 13 brands. Presently, as per the statement ofDharmayanti, Tika and Sudana (2017), Unilever has 161 products as per their product line,

• Home care- 34 products
• Refreshment and Food- 68 products
• Beauty and personal care-59 products

Marketing management can be described as the procedure of preparing and implementing various advertising approaches. Pricing, advertising, distribution, and sales are examples of marketing principles that complement the firm's intended audience. Marketing's roles can be summarized as follows:

Marketing Information System: Marketing information systems, or MIS, give data on a variety of topics, including product, strategy, and execution, as well as marketing strategy control (Minton et al ., 2021). For example, MIS displays genuine logistical data, allowing the supply chain to operate more efficiently. Unilever is used by Unilever principally to establish strong relationship with managers and suppliers and most importantly to gather information, provide security and privacy from the managers in a limited time.

Market Research : One of the most regarded function of marketing unit is market research. Unilever initiates these research to understand and acquire knowledge regarding the customer, product and prices offered in a market (Hall, 2019). These results of research assist in understanding the requirements of the consumers and communicate with them in the best possible way through various marketing means.

Brand Equity : In present, market is filled with numerous products and services that visibly indicates the degree of competitiveness in the market (Alam, 2020). Customers get multiple options from various brand and they tend to incline to those products which offer value added product in a reasonable price. Concerning this, the multinational brand, Unilever creates a strong brand image among the consumers through effective communication of marketing.

Supervise market environment : The advertising phase is essential in identifying new advancements in the business environment, as these advancements give a positive result for Unilever’s service and product expansion. Depending on the market trends, socioeconomic dynamics, internally and externally changes in market, economic and political alterations, new developments are initiated (Laurie and Mortimer, 2019).

Market Strategies : The formulation of plans and strategies for the corporate organization is the first duty of marketing. The institution's management must know the wants and expectations of their targeted audience and supply products in order to satisfy those needs (Gesualdi, 2019). Companies use advertising to strike a balance between corporate goals and market opportunities. The billion-dollar company, Unilever, integrate their global strategy with local community for engaging the consumers to buy their worldwide famous products.

Market Segmentation : Market segmentation is the process of dividing consumers into smaller cluster for identifying and targeting the potential customer. Segmentation is based on various characteristics, like, age group, personality, income, behavior etc. In this globalized era, market segmentation is crucial (Abou-Shouk, 2018). Hence, market segmentation helps an organization target a specific consumer group from the diverse market. Unilever has understood that it is not possible to deliver requirements of all the consumers at once and use market segmentation to gain competitive advantage. The Anglo Dutch Multinational company use segmentation based on geography, behavior, social class and behavior. For surf excel, the company basically target the teen agers, children and adults with an average family income of 18000 per month. For personal care products, Unilever target developing and developed region.

Marketing functions are enclosed with multiple organizational functions like, finance, advertising and distribution system and so on which are the activities of marketing process. Most Vital marketing elements includes,

Research : Market research is a process conducted among the consumers to understand the sustainability of a new product or service (McDaniel Jr and Gates, 2018). It helps to recognize the potential consumers and gather necessary informationregarding their interest about a service or product (Kienzlerand Kowalkowski, 2017). Unilever uses market research to understand the gaps in a product and to improve the offered products and also to examine the demand of new innovative ideas. The company is taking high advantage in collecting data through market research. In order to do this, this multinational company is implementing AI for data collection and analysis. For the purpose of market research, Unilever focus on the statements of community and associate these data with social data and core center data through DVOC or Digital Voice of the Consumer for improving their products and to drive high revenue. The company has invested around 900 million on the Research and Development department to understand the changing nature of the consumers.

Strategy : This is the second step comes after accomplishing market research. All the data and information collected through market research is analyzed to understand the weakness and strength. As per the result, these processed data are utilized to create appropriate marketing strategy for the organization (Key and Czaplewski, 2017). These strategies are important for acquiring competitive advantage in the market and to achieve success. Again, these strategies are created based on the outcomes and possibilities accumulated through research. Unilever’s global strategy is to focus on the health improvement and well-being and increase environmental footprint through their products. Some of the most crucial marketing strategies initiated by Unilever is Competitive pricing, Distribution pricing and Product line pricing.

Planning : The next element comes after the successful completion of research and strategy is Planning process. In this process, the marketing department include predict sales figure, communication, distribution and plan finance of the business (Lidstoneand MacLennan, 2017). The planning is developed to make effective strategies that will convert into the success of the organization. Unilever has been very much alerted for building customer centric business strategy and to enhance the value of the products to the consumers.

Tactics : The fourth element of the marketing is tactics. Tactics are usually created to attract a large number of consumers and it aims to promote sales with various offers, such as, buy two get one free offers (Fulgoni, 2018). Most of the marketing of Unilever has used mainly generic strategy where the main focus will be on the product features and on the value of the product. Apart from this, the company also give major importance on the marketing based on the festivals and occasions of a country.

Marketing strategy is essential for creating bridge among the consumers and the brand. Unilever’s marketing plan has always been regarded for its uniqueness and creating impact. Chiefly, the marketing department of Unilever promotes the face of the company. Therefore, the creation of the strong brand reputation in the mind of the consumer owes a significant part to the marketing strategies of the company. Apart from this, the marketing plan of Unilever has various roles and responsibilities, such as,

Create a Brand Image among the Consumers : The chief purpose of marketing is to establish the value of the brand among its consumers (Wadhwa, N.D.). Unilever’s promotion is focused on demonstrating the safety of the offered products through transparent communication with the consumers. To ensure the safe image, the multinational brand also adds other channels like care line service, product labels for its consumers (Reza, N.D.).

Educate about the Brand information : Another role of Unilever’s marketing promotional strategies is to educate the consumers to take the right decision (Dole N.D.). In this regard, Unilever provide sufficient knowledge and information to its consumers to assist in the buying decision of the consumers. This information tries to provide relevant solution to the consumers due to the high competition and variety of option available in the market. Again other information like, product offers, discounts and best deals are also conveyed through marketing.

Increase business growth: The purpose of marketing is of course to create awareness but the main objective behind establishing the image is definitely to increase the growth of the business and boost the revenue of the multinational company, Unilever (Hassoun and Karim, 2020) Through various means of marketing, businesses acquire more potential consumers and acquire higher margins.

Maintain sustainability : “Marketing is more like food than it is medicine.” stated by Crowd Favorite. The sustainability of a company is crucially dependent on the marketing. It is marketing that keeps up the image of Unilever in the mind and lack of promotion can also diminish the customer relationship. Therefore, marketing benefits in sustaining the presence of Unilever Company and helps a business to flourish (Nathaniel, N.D.).

Fig 2: Total revenue of Unilever from the year 2017-2020  (Source: Nathaniel, N.D.)

The Marketing function can be described also as functions of a business corporation which support it on in discovering and obtaining potentially successful products in the market, along with aiding in product promotion. Market analysis, product strategy, development process, promotion, sales, accounting, customer support, and other activities are prevalent in commercial companies. The function of marketing includes, customer service, promotion, sales, product planning, market research etc. The marketing strategies are essential for the company's success and include numerous tasks of the multinational corporation. Strategic planning, marketing research, sales support systems, product development, finance, distribution systems, and human resource sections are all examples of marketing functions (KHASIMSHA, 2018). These marketing activities explore multiple roles in facilitating growth, e.g. Marketing is closely associated with the different significant functions of an organization.

Relation of Marketing with other functions of an organization

(Source: KHASIMSHA, 2018 )

The association between marketing activities and other functions of Unilever can be defined as follows: marketing functions are essential to any business, and as a result, other sectors and organizational departments are interconnected to one another. It can also be attributed to the fact that marketing activities necessitate support from the corporation's other different departments in order to function properly.

In Unilever, marketing activities are independent entities, but each unit and role is tied together so that increase the company's financial performance (Mujanovicand Damnjanovic, 2018). The primary focus of communication through marketing is to boost the firm’s profitability through raising purchases, which can be accomplished by involving all of Unilever's divisions at the very same time.

6. Comparison of 7P’s Marketing Mix between Unilever and P & G company

One of the key competitors of the British Dutch multinational company is P &G or Procter & Gamble company. The company is an American multinational company was established in 1837. It offers a diverse range of personal care products, hygienic products etc. Total revenue of P& G was $70.95 billion in 2020 where the total revenue of Unilever was approximately 50.7 billion euros in 2020. Both of the companies make those products which people use every day and have similar global reach.

Marketing mix is a combination of various marketing tools developed to achieve the organizational objectives. In 1953, ‘Marketing Mix’ was first introduced by Neil Borden. The marketing mix is applied in a variety of ways by different corporate organizations (Thabitand Raewf, 2018). Most of it is influenced by market demographics, corporate services and products, market size, and size of the company. The marketing mix is a tool that assists marketers in comprehending the product.

Unilever is a multinational company and globally over 165000 employees work in the company (Murphy and Murphy, 2018). The marketing mix of Unilever contribute a large amount of profitability. Therefore, being a leading firm, the company has to strengthen more its marketing mix to address various challenges in the global market (Ruchdaponkul, N.D.)Considering the evaluation and analysis of comparison of marketing mix between Unilever and P & G, a marketing plan has been suggested to boost the companies’ profitability.

Price : In order to attract more consumers, Unilever should add more discounts to their products. Low price will attract more consumers and will acquire more consumers. Apart from this, to lower the product price, this British multinational company can decrease a percentage off from the goods. The psychological pricing system will be more impactful for the company. The price can be done $98 in place of $100 that people eventually consider to be low (IBOJO, N.D.). Furthermore, to gain competitive advantage, Unilever should offer new item with offers and initially in lower prices than the competitors.

Product : Basically, the billion-dollar company sells its products through online websites and through wholesalers. To generate more sales, this powerful company should stress more on their social media posts and should turn their online websites into more user friendly (Zhang and Fan, 2020) Apart from this, the company should ensure that they choose large retailers to boost their sales. In addition to this, Unilever’s company oriented retail stores can save up their extra expenditure and will increase their profitability.

Promotion : This established company basically uses the traditional method of marketing. As per the current trend, Unilever must undergo through digital marketing and should hire social media influencers like P & G. In order to increase product awareness, Unilever should also initiate advertising campaign with messages on social media platforms (Paranjape, 2018). Another action can be done by the company is to collect data of their potential consumers through effective interaction.

Place : Increasing social media appearance is very much crucial for this multi-billion-dollar company (CHRISTIANIS, 2020). This will allow the company to generate more sales and save up the marketing cost. The company should also focus on the online website to increase personal selling.

People : To increase the employee productivity and to enhance the sales number, the workforce and sales people of this multinational company should undergo through updated sales trainings to deliver more value to the company. Apart from this, a reward system for the sales people can be initiated by the company (Rabu, 2019).

Process : As per the advancement of technology, Unilever should computerize all the system to handle operational processes to obtain multiple advantages (Azeez, 2019). Moreover, innovation and improvement both the processes should be adapted for achieving time efficiency and to increase profitability.

Physical Evidence : Feedback process can benefit the company in a multiple way. Collecting feedback from consumers can be helpful for the constant improvement of Unilever. It is also necessary for Unilever to set up a user friendly store to encourage consumers to purchase products.

From the discussion done above, it can be summed up that the research has successfully drawn out the role of marketing and their interrelationship other functions of an organization. Unilever is undoubtedly a globally powerful company. But the use of 7P’s tool has assisted toevaluate and understandthe necessary gaps to be omitted in the marketing process of Unilever. The British multinational company believes in profitable growth and to support that the company initiate various programs but to maintain their successful brand value there should be an excellent integration and coordination between marketing department and brand managers.

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Unit 2 Marketing Essentials Assignment

Introduction.

For accomplishing business objectives, the organisation has to take help from different business functions such as human resource management, finance, accounting, production, and marketing. Out of these functions, marketing is most important because it helps the organisation in selling as well as promoting its business so that it can accomplish competitiveness over a market competitor. For the current business report, Your Destinations has been selected as it is a newly established organisation and gives core attention to its marketing activities. This organisation is a rapidly growing firm which operates its business activities into Essex and London. For having better growth and development Your Destination wants to expand its business in Aberdeen, Newcastle, and Manchester so that it can easily compete with market leader namely National Express. This report will include the discussion on different marketing roles and responsibilities that a manager has to perform. Also, it will be explained that how marketing roles and responsibilities contribute to achieving business objectives. Further, it will include the comparison between your destination and National express to determine how different organisation applies marketing mix elements.  At last, there will be the development of a clear marketing plan which will help your destination in dealing with market competitors.

P1 Explain the key roles and responsibilities of the marketing function.

Marketing can be referred to as a process of buying and selling goods or services, which helps the organisation in accomplishing its objectives as well. In traditional time, business people have focus only profit maximisation instead of the satisfaction level of customers. In the present time, all business entities have become market-oriented which force them to focus more on their marketing activities as well as practices. For controlling as well as managing the marketing activities, your destination appoints marketing to manage who plays different roles and responsibilities so that organisation can huge market growth and development (Armstrong, Adam, Denize and Kotler, 2014). There are various important tasks which should be completed by marketing managers such as product promotion, advertisement, and fulfilment of all production requirements because production is the only function upon which business success depends. Apart from this, the manager of the marketing section must be accountable for the coordinating, controlling, organising and directing function. Your destination is a transportation organisation which totally depends upon its management function and marketing activities because they help the organisation in attracting a huge number of customers and managing them in an appropriate manner. Moreover, there are some other marketing roles and responsibilities which should be performed by the manager of your destination, these are followed as under:

Market research: This is the first and most pivotal responsibility of any marketing manager. For surviving in a competitive marketplace, the manager has to be well aware of the exact customer needs and market trends. By having knowledge about customer needs organisation can make changes in its current production function and produce products or services which highly satisfy the customer needs (Arnett and Wittmann, 2014).

Promotion and advertisement: It has become very much important for a marketing manager to keep knowledge about different promotional and advertisement techniques so that it can promote its business products in a cost-effective manner. Both promotion and advertisement are essential activities for marketing managers as it helps the organization in competing with market competitors and attracting a large number of customers.

Brand management: In the present time, only those companies are surviving in a competitive marketplace that has strong brand equity or which manage its brand image in an appropriate manner (Bai and Chang, 2015). For making your destination a successful transportation organization it is important for its marketing manager to adopt those methods through which he can manage as well as increase its brand equity in the marketplace.

Product development: On the basis of market research, the marketing manager has to improve their production process so that they can produce a high-quality product in a cost-effective manner. In simple words, the marketing manager is responsible for identifying the market trends and implementing them in current product function so that organization can provide high-quality products to the customer at lower prices. Also, this step of market manager helps the organisation in accomplishing competitive advantage over market competitors (Baker, 2014).

Internal communication: The most significant role of the marketing manager is to build good relationship among all business sections so that they can communicate and cooperate with each other, also they can help the organisation in leading at high business growth.

Hence, these are the major function which needs to be operated by the marketing manager of your destination in order to increase the business growth as well as development.

P2 Explain how the roles and responsibilities of marketing relate to the wider organisational context.

Marketing is an only business function which creates interrelationship among other business functions such as production, research & development, finance and so on. Your destination can accomplish its business objectives only if its marketing manager performs his roles and responsibilities in the wider organisational context (Baker, 2014). In simple words, by performing marketing roles and responsibilities manager can help other departments in accomplishing their goals as well as objectives. The major roles of marketing manager of your destination are followed as under:

(Figure 1 : Roles of marketing manager)

(Source: Feng et al., 2015)

Identification of market potential: For surviving in a competitive marketplace, it is highly essential for a marketing manager to identify current market trends as well as growth opportunities which can lead their business to the high level of success and growth. In the present time, all companies try to identify their market needs and potential so that they can satisfy their target customer in most effective and in a relevant systematic manner (Chen, 2014). The manager of marketing regarding your destination focus on those merging needs of the market which attract customer most. By satisfying such needs Transportation Company can easily achieve competitive advantage.

Creation of marketing plan: For fulfilling the business objectives, marketing manager of your destination produce successful business plans which assist the organization in increasing organisational profitability as well as productivity. While making a marketing plan, a business manager has to keep in mind various important aspects such as targeting, segmenting and positioning activities which leads the organisation towards business success. In the present time, business entities invest huge amount on their marketing plan because it helps them in analysing their current market position (Chen, 2014). Also, it provides strategic direction to the company so that it can achieve its desired results in an appropriate manner.

Supervision of business activities: It is the huge responsibility of marketing manager to supervise business activities so that they can improve the efficiency as well as the effectiveness of the business enterprise. The process of supervision makes marketing manager familiar with internal and external activities of your destination such as production, procurement, and service delivery process.

Product launch: Before the product launch, marketing manager deeply analyse the positive and negative sides of the product so that it can make sure that customer will not get harmed. After getting passed from different tests, business services reach to final customers.

Hence, these are some most important roles and responsibilities of marketing manager which coordinates with other business departments like production, finance etc. so that desired business goals can be accomplished in an appropriate manner (Correia and Mårdh, 2013). The functions which are coordinated by the marketing manager are followed as under:

Finance Department: Without taking any help of finance section, the marketing manager can never build a successful business plan because for operating planned activities it needs enough capital. While making a marketing plan, manager consults with finance team so that he can allocate financial resource in an appropriate manner. This helps your destination in creating coordination among business functions and also helps in creating effective marketing budget that fulfils all the planning requirements.

Production Department: The most effective function of the manager in respect of marketing is to research and identify current market trends. After collecting market information, he has to consult with production manager so that they can make changes in the production process if required. With mutual understanding, marketing and production can make necessary changes in a product which will help the organisation in increasing its profitability as well as productivity.

Research and Development Department: This section is responsible for researching new needs of the customer and developing quality products which can bring an organisation to reach and earn a high level of profits and success. The R&D section deeply analyses that information which is collected by marketing section for better growth of business entity (Cummings and Worley, 2014). The coordination among marketing and R&D section helps your destination in accomplishing its desired goals as well as objectives.

M1 Analyse the roles and responsibilities of marketing in the context of the marketing environment.

The globalisation is a major reason that is increasing competition in all business industries like transportation, manufacturing and so on. The increasing market competition influences a huge impact on your destination and its profit margins. In this type of situation, it becomes important for a marketing manager to perform their roles and responsibilities in an appropriate manner so that the organisation can accomplish its desired results without any problem. For surviving in the marketing environment, it is essential for a marketing manager to analyse the market trends and customer needs on a continuous basis so that he can provide better satisfaction to business customers (Feng, Morgan and Rego, 2015).

There are different marketing roles such as management of the business brand, promotion, advertisement and market research which are performed by a marketing manager so that organisation can accomplish competitiveness over market contenders.

M2 Analyse the significance of interrelationships between marketing and other functional units of an organisation.

Marketing is considered as that business function which coordinates with other functional units of your destination so that desired business goals and objectives can be achieved in a proper manner. Some most important functional units of your destination are production, research & development, production etc. The marketing section coordinates with other functional units so that they can operate business activities in most effective manner. For instance, while making marketing budget business manager has to coordinate with the finance manager so that financial resources can be allocated in an appropriate manner (Germann, Ebbes and Grewal, 2015). Apart from this, the marketing section collects about new customer needs and market trends so that production section can produce products or services as per customer preferences. All these practices influence positive impact on business growth and also help your destination in achieving its predetermined goal as well as objectives.

D1 Critically analyse and evaluate the key elements of the marketing function and how they interrelate with other functional units of an organisation

As per the observation of Baker (2014), marketing is that essential function of business enterprise which helps it in promoting business products and services so that maximum number of the customer will get attracted towards it. There are two major components of marketing which are product development and market research. On the basis of conducted research, marketing team collects informative data regarding market trends and customer needs which should be implemented in production function for the better product or service development. In the present time, customer likes to shift to those companies which cooperate with latest market trends. The best feature of above-mentioned components is that they interrelate with each other. For example, market research helps R&D team in determining the market requirements so that necessary changes can be made in the production process and organisation can produce high-quality business products or services for its target customers.

P3 Compare the ways in which different organisation apply the marketing mix to the marketing planning process to achieve business objectives.

The marketing mix is that business concept which helps the business entity in achieving its desired results in an appropriate manner. There are seven marketing mix elements which are applied by both the destinations such as your destination and National express but in some different ways.

M3 Evaluate different tactics applied by organisations to demonstrate how business objectives can be achieved

The most important tactics of the marketing mix are product, price, promotion, place, physical evidence, process, and people. By focusing on these components, your destination can lead to a high level of success and growth. The product elements help the organisation in determining which kind of services customer wants and how they can satisfy their needs. Apart from this, product’s price and promotion activities help the organisation in attracting a huge number of customers which mainly increases business profitability as well as productivity.

Moreover, by focusing more on people and process elements business enterprise can strengthen its position within the competitive marketplace (Germann, Ebbes and Grewal, 2015). The physical evidence of organisation makes it different from other industry rivalries. Hence, it can be said that marketing mix elements help your destination in accomplishing its desired results.

P4 Produce and evaluate a basic marketing plan for an organisation. (M4, D2)

In the present time, ‘Your destination’ wants to build a successful marketing plan which will help it in expanding its business in other regions as well. Different components of the complete marketing plan are followed as under:

Executive summary: The marketing plan can be referred to as blueprint of an organisation which provides right direction to the organisation so it can achieve its desired goals in a proper manner. Current marketing plan would be a focus on your destination for its market expansion.

Company Overview: Your destination has recently completed its 3 years of success. This organisation is specialised in providing transportation services (Westwood, 2013). But for surviving in a competitive marketplace it wants to expand its business in Manchester, Glasgow and another area for which it needs to design to marketing plan which will include the situation analysis, STP analysis, marketing mix elements, and marketing budget.

Situation analysis: Before making a business plan, it is important for your destination to analyse both internal as well as an external business environment which can be determined by below mentioned analytical tools (Wrenn and Mansfield, 2014).

PEST analysis: This business tool helps in analysing the external factors which are mentioned below:

Political factors: The changing taxation policies, legal rules, and regulation come under this section. Before expanding business in new areas your destination needs to identify the political stability of those areas.

Economic factors: For having better growth, the organisation needs to analyse the income level of people so that it can provide its services on affordable prices.

Technological factors: With the help of advanced business technologies like social media and other digital platforms organisation can attract a huge number of customers (Paley, 2017).

Social factors: Consideration of social needs and cultural values helps organisation in leading a high level of success.

SWOT analysis: This business analysis tool provides information about the internal environment of the organisation.

On the basis of PEST and SWOT analysis, the organisation has determined that there is intense competition in the market for which it needs to develop new market objectives and set segmentation, targeting and positioning strategies (Lamb and Crompton, 2017).

Marketing objectives: The major objectives of your destination are followed as under:

• To expand business activities into new locations
• To increase market share by 2% within 2 years
• To provide better customer satisfaction

STP analysi s: With the help of this business analysis tool your destination can set successful segmentation, positioning and targeting strategies which are followed as under:

Marketing tactics: There are seven most important market mix elements which are applied by your destination for having better growth, these are followed as under:

(Figure 2 : Marketing mix elements)

(Source: Marketingmix.com, 2015)

Product: The most important product of your destination will be its high-quality transportation services across the nation along with basic facilities.

Price: The price range of your destination will start from 200 Euro so that people with all backgrounds can afford its services.

Place: For having better growth and competing with market competitors, the organisation will provide nationwide transportation services.

Promotion: For attracting a larger number of people, the organisation will take help of social media platforms which are cost effective also.

People: The major focus on the organisation will be on its employees because without human resources it cannot perform its business functions.

Process: The activities and practices of the organisation will be operated in a systematic manner so that the organisation can accomplish its desired goals.

Physical evidence: The high satisfied employees and customer will work as physical evidence for your destination.

Marketing budget and control: For executing the above-mentioned marketing plan, it is highly essential for your destination to set market budget. Without the help of enough financial resources, your destination can never accomplish its desired marketing goals (Lamb and Crompton, 2017). For the successful execution of marketing, plan organisation has decided to set a marketing budget of 100000 Euro. For controlling the budget, the organisation will take help of cost-benefit analysis as well as rating scales which will help in increasing the efficiency and effectiveness of the marketing plan.

Conclusion: Thus, it has been concluded that with the help of effective planning and procedures, your destination can build a successful marketing plan and also can accomplish its desired goals in an appropriate manner. The situation analysis and STP analysis are major business tools which contribute to the success of a marketing plan.

By summering above mentioned discussion, it has been concluded that marketing is a most vital function of the business enterprise as it helps entity in promoting as well as advertising its business image in the competitive marketplace. There are different marketing roles and responsibilities like market research, brand management, promotion, advertisement, product development and so on. By fulfilling these roles marketing manage can contribute a lot in accomplishing business objectives as marketing corporate with all business functions for better organisational growth. The marketing mix is a most important concept which should be followed by your destination for accomplishing competitive advantage in the marketplace. National Express is the biggest market competitor of your destination but with the use of marketing mix elements in an effective manner, your destination can increase its customer line as well as market shares. Apart from this, a business enterprise can take help of a coherent marketing plan for achieving its marketing objectives in most effective as well as in a systematic manner.

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