TASK 13 1.1 Marketing Plan for Bournemouth City College
This assignment is about understanding the role of marketing in achieving organizational objectives and developing a marketing plan.
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Added on 2020-01-07
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Bournemouth City College TABLE OF CONTENTS INTRODUCTION of assessing 3 TASK 13 1.1 Explaining marketing as a tool in management process3 1.2 Role of marketing in assessing the need of stakeholders4 TASK 24 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 plan7 TASK 38 3.1 Constructing the marketing plan for Bournemouth City College 8 3.2 Strategy to support the implementation of the marketing plan
TASK 13 1.1 Marketing Plan for Bournemouth City College
This assignment is about understanding the role of marketing in achieving organizational objectives and developing a marketing plan.
Added on 2020-01-07
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According to the above mentioned activities, management of the business will completeall activities simultaneously for achieving the objectives. However, company can activity “usageof technologies” will not be covered under critical path. Hence, critical path covers1+2+3+4+7+8+9+10=15 weeks( 105 days)CONDUCTINGMARKETING PLAN
TABLE OF CONTENTSINTRODUCTION ..........................................................................................................................3TASK 1 ...........................................................................................................................................31.1 Explaining marketing as a tool in management process .......................................................31.2 Role of marketing in assessing the need of stakeholders ......................................................4TASK 2............................................................................................................................................42.1 Evaluating the current position of Bournemouth City College.............................................42.2 Determining the future position of firm ................................................................................52.3 Determining how other department of firm should be involved in marketing plan..............7TASK 3............................................................................................................................................83.1 Constructing the marketing plan for Bournemouth City College..........................................83.2 Strategy to support the implementation of the marketing plan ...........................................123.3 Implementing the marketing plan........................................................................................143.4 Assessing the progress of marketing plan ...........................................................................153.5 Evaluating that how well the implemented marketing plan meet the organizationalobjective ....................................................................................................................................16CONCLUSION .............................................................................................................................17REFERENCES .............................................................................................................................18
According to the above mentioned activities, management of the business will completeall activities simultaneously for achieving the objectives. However, company can activity “usageof technologies” will not be covered under critical path. Hence, critical path covers1+2+3+4+7+8+9+10=15 weeks( 105 days)INTRODUCTION For any firm, marketing has greater importance. This is because, it is with the help of aneffective marketing plan only firm will be able to direct its efforts with regard to attain itsformulated goals and objectives in an effectual manner (Importance of marketing, 2016). Thepresent report is based on Bournemouth City College. It is the private limited company whichbasically provides accommodation to both local and international clients. The present report willdepict 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 significanttool. This is because, with the help of given tool only manager of Bournemouth City College canassess the needs and demands of its respective buyers. Hence, on the basis of this they canperform 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 canenhance the satisfaction level of its customers in an effectual manner. The given thing will leadto the firm in the form of increased profits and sales (Morrison, 2013). Besides this, there is a difference is being existed between marketing function andorientation. 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 needsof the buyers. Additionally, marketing function is to spread awareness related to companywhereas marketing orientation focuses on ascertaining the needs of customers and developingproducts accordingly. Hence, marketing orientation is related to input mechanism whereasmarketing function related to output. Moreover, marketing function aims to compete with thecompetitors and also to develop the brand image. On the contrary, customer focus is laid onmarketing orientation. Both concepts have very crucial role in the task of attaining theorganization objective of Bournemouth City College. Here, the firm has an aim to provideexcellent environment to their customers that assist them in their career and the study. Here, withthe help of marketing orientation and function needs of buyers can be assessed. Thus, bymoulding 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 itconsists of employees, customers and suppliers etc. Here, by conducting the thorough marketingresearch manager of cited firm can get the information about its stakeholders. Here, by givingeffective response as per the gathered information, cited corporation can perform improvementin the sales and profits. For example, if Bournemouth City College has identified that itscustomers 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 currentstakeholders (Ryan, 2014). Furthermore, with the help of research firm can also determine thedemands of its employees as well as suppliers. Additional, with the use of marketing, firm candevelop a very different range of target customers which can later on be termed as stakeholdersof enterprise. Thus, by complying with the given type of activity only Bournemouth City Collegecan meet its objective in an effectual way. TASK 22.1 Evaluating the current position of Bournemouth City CollegeBournemouth City College basically provides accommodation facility to the students andprofessionals. Hence, the firm belongs to the hospitality market or the sector. Herein, for thepurpose to determine the current position of the cited company, assistance can be taken from thetool such SWOT analysis (SWOT analysis, 2016). The detailed explanation about the same isbeing depicted in below:Strength1.It has the team of highly efficient and competent individual.2.Highly effective culture Weakness1.It only provides accommodation facility to students and professional. Opportunity2.It has an opportunity with regard to establish the business of firm in new market.3.It has the chance todevelop different target market for the corporation Threat1.From the other competitors which functions in the same industry.2.From the changing needs and demands of the customers.
According to the above mentioned activities, management of the business will completeall activities simultaneously for achieving the objectives. However, company can activity “usageof technologies” will not be covered under critical path. Hence, critical path covers1+2+3+4+7+8+9+10=15 weeks( 105 days)(Boone and Kurtz, 2013).The strength of company entail about the current position of Bournemouth City College.Herein, it has been identified that with an aim to gain success in market an organisation willrequire team of talented employees. This is because it is with the help of talented and skilledemployees only manager of cited corporation can formulate different type of tactical goal whichwill assist it in terms of developing its competitive position in market in an effectual way. In thiscontext, it can be said that the success of hospitality firm also depends upon its employee’sperformance only. However, it has been evaluated that with an aim to achieve success in market it is beingrequired by Bournemouth City College that it should make changes in its services as per itstarget market buyers need. This is because if it is not performed then it will tend to affect thecurrent position of firm in hospitality market (Wilson and Gilligan, 2012). Besides this, it is evident that mentioned college faces competition from other companiesin country which tend to provide accommodation facility to the buyers. Besides this,Bournemouth City College follows customization approach wherein it makes changes in itsservices or facilities as per the needs and demands of its buyers. Hence, it is something whichcollege offer different from its competitor. Besides this, Bournemouth City College has anopportunity to offers new services to its buyers and it includes free breakfast, TV in each roomand cab facility which will drop student to their college etc. Through this way also firm can buildits competitive image in market as compared to its rivalries. In addition to this, cited firm canalso offer free cloth washing services to its customers. Here, by complying with given type ofactivity corporation can build up its distinct image in the mind of its respective buyers.Furthermore, firm can also give on-site gym to its buyers. Hence, this is a unique thing whichcited firm can do for its buyers and thus can gain the benefit in the form of increased profits andsales. 2.2 Determining the future position of firm The future position of firm can also be examined through SWOT analysis. In this context,in future Bournemouth City College has an opportunity with regard to open the respective
accommodation facility in new market. In this context, organizational objectives of mentionedcompany can be stated as opening new set of courses that meet with the changing corporateworld in the best way. Also, it can aim to offer better exposure of corporate world to students inorder to boost their competency. In this respect, company can focus on offering diploma coursesas well. Here, at present firm is running its operation in Bournemouth. Thus, in future firm hasan aim with regard to expand its business in other cities of UK and thus attract new customers.Thus, it is being regarded as major organizational objective of cited firm. The given thing willlead to affect marketing activity of college. This is because, at present firm is preparingmarketing plan for existing market and thus in future it will have to prepare marketing plan asper the need and demand of international market. In addition to this, firm also have objective toincrease its sales by attracting large number of buyers towards enterprise. In order to pursuegiven goal, manager of firm will also have to make use of different marketing tools. For instance,if manager has decided to use only one technique of promotion. But, if firm has an aim to attractlarge number of buyers then in this situation it will have to use number of techniques for makingthe promotion of services which is being offered by it. Furthermore, firm can also enhance itsmarket share in future by developing completely new target market (Thompson, 2013). Here, itis through this way only cited firm can perform necessary improvements in its sales and profits.In addition to this, by fulfilling all the given opportunity cited firm can attain its goal to enhanceas well as maintain the satisfaction level of its buyers.Besides this, following is the PESTEL analysis of Bournemouth City College:Political: Firm should make decision about enterprise in accordance with differentpolitical factors such as change in a rate of interest and taxation policy etc. This isbecause, lack of consideration of given factors will lead to cause significant impact onsales and profitability related condition of company. Economical: This includes situation such as recession and inflation etc. Here, firm shouldset its pricing policy as per given situation. For example, during recession firm shouldoffer accommodation at cheaper rate. Such practice will help in enhancing sales andprofitability related condition of corporation. Social: Bournemouth City College should make changes in its services as per tastes andpreferences of buyers. If not done then satisfaction level of customers will be affected ina negative way.
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