Conducting Marketing Plan

CONDUCTING
MARKETING PLAN

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................3
TASK 1 ...........................................................................................................................................3
1.1 Explaining marketing as a tool in management process .......................................................3
1.2 Role of marketing in assessing the need of stakeholders ......................................................4
TASK 2............................................................................................................................................4
2.1 Evaluating the current position of Bournemouth City College.............................................4
2.2 Determining the future position of firm ................................................................................5
2.3 Determining how other department of firm should be involved in marketing plan..............7
TASK 3............................................................................................................................................8
3.1 Constructing the marketing plan for Bournemouth City College..........................................8
3.2 Strategy to support the implementation of the marketing plan ...........................................12
3.3 Implementing the marketing plan........................................................................................14
3.4 Assessing the progress of marketing plan ...........................................................................16
3.5 Evaluating that how well the implemented marketing plan meet the organizational
objective ....................................................................................................................................17
CONCLUSION .............................................................................................................................18
REFERENCES .............................................................................................................................19

INTRODUCTION
For any firm, marketing has greater importance. This is because, it is with the help of an
effective marketing plan only firm will be able to direct its efforts with regard to attain its
formulated goals and objectives in an effectual manner (Importance of marketing, 2016). The
present report is based on Bournemouth City College. It is the private limited company which
basically provides accommodation to both local and international clients. The present report will
depict the marketing plan for the respective company.
TASK 1
1.1 Explaining marketing as a tool in management process
In the management process, marketing is being consider as one of the most significant
tool. This is because, with the help of given tool only manager of Bournemouth City College can
assess the needs and demands of its respective buyers. Hence, on the basis of this they can
perform significant changes in the services which are being offered by it to the respective buyers.
Thus, it is by complying with the given type of activity only Bournemouth City College can
enhance the satisfaction level of its customers in an effectual manner. The given thing will lead
to the firm in the form of increased profits and sales (Morrison, 2013).
Besides this, there is a difference is being existed between marketing function and
orientation. Here, the main role of marketing function is to conduct the extensive research.
However, marketing orientation helps in developing and designing the products as per the needs
of the buyers. Additionally, marketing function is to spread awareness related to company
whereas marketing orientation focuses on ascertaining the needs of customers and developing
products accordingly. Hence, marketing orientation is related to input mechanism whereas
marketing function related to output. Moreover, marketing function aims to compete with the
competitors and also to develop the brand image. On the contrary, customer focus is laid on
marketing orientation. Both concepts have very crucial role in the task of attaining the
organization objective of Bournemouth City College. Here, the firm has an aim to provide
excellent environment to their customers that assist them in their career and the study. Here, with
the help of marketing orientation and function needs of buyers can be assessed. Thus, by
moulding the services of firm as per assessed need, cited firm can meet its objectives.

1.2 Role of marketing in assessing the need of stakeholders
The marketing has very important role in the task of assessing the needs of stakeholders.
However, in this regard, varied stakeholders of Bournemouth City College identified and it
consists of employees, customers and suppliers etc. Here, by conducting the thorough marketing
research manager of cited firm can get the information about its stakeholders. Here, by giving
effective response as per the gathered information, cited corporation can perform improvement
in the sales and profits. For example, if Bournemouth City College has identified that its
customers are demanding more facilities in their room such as Wi-Fi connection and TV etc.
Thus, by fulfilling all the demands of its buyers corporation can meet the need of its current
stakeholders (Ryan, 2014). Furthermore, with the help of research firm can also determine the
demands of its employees as well as suppliers. Additional, with the use of marketing, firm can
develop a very different range of target customers which can later on be termed as stakeholders
of enterprise. Thus, by complying with the given type of activity only Bournemouth City College
can meet its objective in an effectual way.
TASK 2
2.1 Evaluating the current position of Bournemouth City College
Bournemouth City College basically provides accommodation facility to the students and
professionals. Hence, the firm belongs to the hospitality market or the sector. Herein, for the
purpose to determine the current position of the cited company, assistance can be taken from the
tool such SWOT analysis (SWOT analysis, 2016). The detailed explanation about the same is
being depicted in below:
Strength
1. It has the team of highly efficient and
competent individual.
2. Highly effective culture
Weakness
1. It only provides accommodation facility
to students and professional.
Opportunity
2. It has an opportunity with regard to
establish the business of firm in new
market.
3. It has the chance to develop different
target market for the corporation
Threat
1. From the other competitors which
functions in the same industry.
2. From the changing needs and demands
of the customers.