The Marketing Communication Mix

This assignment delves into the concept of the marketing communication mix. It examines different elements within the mix, including advertising, public relations, sales promotion, direct marketing, personal selling, and digital marketing. The analysis includes a discussion on how these components interact and contribute to an overall marketing strategy. Case studies, such as the HSBC case, are also incorporated to illustrate the practical application of the marketing communication mix in real-world scenarios.

Contemporary
Developments in
Business and
Management

EXECUTIVE SUMMARY
Assignment is going to put light on some main key features which may help a firm in
doing business at international market. Report is going to include external factors that affects the
operations of firm named as Industrial Rubber Ltd which is located in Fareham, England and was
founded in the year of 1975 and a manufacturer of rubber and plastics products. Along with this,
some actions which has been taken by this firm in order to run business at successful manner and
to sustain for a long period of time at marketplace like corporate social responsibility and so on.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
External influence on company and its effects.......................................................................1
TASK 2............................................................................................................................................4
Marketing Communication Mix.............................................................................................4
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
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INTRODUCTION
Business environment plays a vital role in context of running business so that positive
results can be gained in an appropriate manner. In modern era which is full of diversity, it has
became really very important for every single firm to better understand about both external and
internal environment so that it won't put much impact on business firms and on its honour as well
(Abuznaid, 2017). Internal factors includes various elements like employees, organisational
cultural, demand, supply, laws and legislations which is being made by administration. Along
with this, external environment includes various factors like political, economic, social,
technological and so on. It is responsibility of both leaders and managers of a company to locate
issues that are being faced by organisation and take initiatives so that to resolve them. Company
which has been taken under this assignment i.e. Industrial Rubber Ltd that is dealing in rubber
and plastic product industry. Report will put light on influence of external environment that can
affect Industrial Rubber Ltd and its operations as well. Lastly, the theme which has been chosen
under is corporate social responsibility and sustainability.
TASK 1
External influence on company and its effects
PESTLE analysis of Industrial Rubber Ltd :-
Political factors : This type of factor can directly and indirectly put impact on business
operations of firm therefore, it is must for administration of a company to consider all the aspects
in an appropriate manner so that it won't put much impact on business ethics and on employees
interests as well of the company (Crane, Matten and Spence, 2013). Usage of plastic and rubber
in an excessive manner can harm the situations that can put positive or negative impact on
environment of world which may become a reason of increase in global warming.
Therefore, it is must for administration of Industrial Rubber Ltd. to consider all the
aspects that are related to this factor so that business can run in successful manner (Freeman and
Hasnaoui, 2011). Along with this, Industrial Rubber Ltd should keep on considering all factors
related to political that are related to benefits so that goals and objectives can be attained right on
time. Beside, if the political condition of country is co-seismic then performing in such territory
will become too hard as organisation cannot make long term plans and of actions as well so that
to attain benefits for a longer period of time.
Examples Impact
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Warfare Injury corporate and legal belongings.
Strict laws and legislations for foreign
organisations
Get rid of sales and profitability.
Public violence, corruptness and aggression Hurdle in supplying qualitative services to
buyers.
Economic factors : It has been analysed that this is another element that can put impact
on business operations of Industrial Rubber Ltd. It is must for this organisation to rapidly look
into areas where modifications are much needed. With the help of this, firm can grab good
position at marketplace which will aid in hitting targets in much more effective and efficient
way. Along with this, it has been located that in the year of 2007 when recession took place there
were ample number of firms that started struggling as citizens of United Kingdom were not using
products and services in the way they were using before (Gitsham, 2012). Unemployment was
seen at the same moment as companies were not hiring employees which has putted impact on
economical condition of the country.
Importance : It has been located that if an economical condition of a country is much
good then it may be possible that firm will start attaining goals and objectives in an appropriate
way as government also helps influencing foreign clients so that they bring business or do
business in country in order to hit targets right on time.
Social factors : Another element which is being considered as the main one that may put
impact on management of an organisation and that can help firms in hitting targets in much more
effective and efficient way (Groves and LaRocca, 2011). Away from this, Industrial Rubber Ltd.
is facing issues where its goodwill is being affected and it is may be possible that in front of
citizens of country reputation of organisation may get reduced. People in UK understands that
saving money is not only beneficial for them but also for overall society. In recent years, market
trends are totally change, individual saves their money in private banks so as to gain higher
returns in future.
Technological factors: Changes in technology has been seen located as a rapid thing.
Therefore, this is another element that can create issues that can be faced by organisation.
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Competitive advancement can be seen if firm is rapidly using latest technology in order to
manufacture its products and services so that to fulfil needs of consumers and of others as well.
Importance - Technology had putted impact on administration in an effective way so that
benefits can be gathered right on time. With the help of this, firm has already grabbed a good
position in United Kingdom under this sector. On the other hand, changing technology and using
it in an appropriate way may help a firm in enhancing both profitability and productivity at the
same moment,
Legal factors: Laws and regulations that are being made by government of United
Kingdom do comes under this factor and it has been located that these rules may affect the
business environment in a certain country when a firm is doing business in it in order to gain
competitive advantages. There are some employee related laws that should be kept in mind by
management of Industrial Rubber Ltd. So that it won't put much impact on business and on
profitability as well.
Importance :- Its importance is that it plays a vital role within an organisation as when
firm do not follow rules and regulations which has been made by government it may be possible
that conflicts may get raise right on time (Hopkins, 2012).
Environmental factors: This can be stated as the last factor which belongs to external
environment. It include climate changes, weather changes, geographical location etc. Banks and
surrounding environment in which it is operating is highly interrelated to each other (Hopkins,
2012). The environment of banking sector is dynamic and competitive in nature.
Importance : - Energy management are being considered by various firms in global
market. Focus is made to encourage companies to publish their environmental report annually in
which they highlight the achievements done to contribute in protection.
Influence of internal factors on firm
Industrial Rubber Ltd. which is one of famous industry in all over United Kingdom for its
products and services that they are manufacturing. Along side this, it has been located that there
are ample number of problems and elements that consist within an organisation. Some of these
elements are employees, culture, structure, investors and so on that can affect working of an
organisation which needs to be considered in an appropriate manner. In order to understand them
in a better way SWOT analysis is being done below:
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Strengths: Industrial Rubber Ltd. has good number of manpower which is helping them
in hitting their targets. Along side this, it has been examined that there are ample number of
issues that can be faced by this firm but as workers are much talented they resolve all the
problems right on time which is aiding them in sustaining at marketplace for a longer period of
time.
Weaknesses: In modern era, business environment is consist full of modification in
technology sector. It has been examined that Industrial Rubber Ltd. do not prefer to adopt new
tools and techniques which are related to technology on a regular basis which may reduce
productivity of them.
Opportunities: Rubber industries are less in numbers in all over United Kingdom because
it harm environment in a very huge number. Along side this, it has been located that Industrial
Rubber Ltd. has a great opportunity that may aid in hitting their targets right on time which is
much helpful form them in generating high revenues.
Threats: Foreign industries have introduced their products and services in United
Kingdom. A lot of people are also looking into this sector to build up their business. These are
two elements which may reduce goodwill in marketplace of UK.
Porter five forces
Porter's Five Forces Framework is an effective tool which assessing the completion at
market place. Basically this tools helps in reducing the negative impact on business organization.
By this company enhance their market share and at the same time also incite larger number of
customers at market place. It include five forces such as threat of new entrants, threat of
substitutes, Bargaining power of customers, Bargaining power of suppliers and industry rivalry.
All these help company to assessing the actual performance level by evaluating the strategic
position at market place. With the help of this, firm enhance their market share by establishing
production position.
TASK 2
Marketing Communication Mix
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In present world, marketing is a wider concept that every organisation whether large or
small keeps in association in order to make business activities more popular in market then it is
clear that to gain desired profit and competitive advantages in marketplace, marketing functions
should be conducted (What is a marketing communication Mix, 2018). Marketing department of
a firm can aid in hitting their targets in much more effective ways as supervisors of this section
are much familiar with marketplace of both international and domestic sectors. With the help of
this administration keeps on making alterations in their products that directly put impact on their
sales. Failure into this, may lead firm to face losses as competition is raising in a continuous
manner where new companies are introducing products and services with various innovation.
There are various departments of corporation that aid marketing functions like research and
development, merchandising and distribution etc. Marketing communication mix refers to those
methods which are selected for promoting and publicising company in the eyes of customers.
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Illustration 1: Marketing Communication
Mix, 2018

It has been located that there are ample number of problems that can be faced by an
organisation while operating its business. It is must for administration of firms to rapidly look
into those areas that may put negative impact on both productivity and profitability of company.
Research and development are two factors that are covered under this sector that may aid firm in
hitting its targets in much more effective ways. Along with this, merchandising, distribution
processes and pricing are other elements which should be considered in an appropriate manner
by organisations. The communication mix is much enclosed with various sort of methods that are
being used to promote products and services which have made by the company. Marketing
communication mix includes sometime five factors and seldom it contains six factor and sixth
element is event sponsorship. Elaboration of factors of marketing mix is described below:
Advertising: This is a most common element of communication mix model. Sometimes
marketing and advertisement are considered as same thing by people. Advertising is a method of
spreading message about company's offering to customers and clients (Huimin and Ryan, 2011).
It includes some modes that can be taken into consideration. For example, TV, Internet, Print
Media, Electronic Media etc. With the help of this, organisation can rapidly enhance sales of
products and services which are being offered at marketplace to consumers. Along with this,
advertisement do not need much funds and can grab attention of customers in huge numbers at
both domestic and international level. Away with this, most of firms are using this sort of media
to promote their goods. Here, Industrial Rubber Ltd. which is a manufacturer of plastic products
and also delivers offers customer services and have a good name in all over United Kingdom. As
this is a manufacturing firm therefore, it is much needed for them to keep on making alterations
in their products and do market research so that better products can be made.
Personal Selling: This section includes than when a person, personally meets and then
sells the products and services in market. This is also called as direct marketing component. In
this section, distribution channel suppliers are sales force whom is efficient in conducting direct
selling in marketplace. In previous years, business people used to hire candidates where those
person are being called as sales man. These human beings were authorized to go to different
places and ask consumers to buy products. But, it has been analysed that this process used to take
time where it was much needed for firms to raise funds and to earn good money as well in order
to give salary to employees who were going from door to door selling of products and services
that has been made by Industrial Rubber Ltd. Along with this, it has been located that this
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process used to take much time as person had to go to every single industry and house as well
where he/she had to influence them so that they buy goods. But, there was no surety if
consumers got influenced and ready to purchase products which that person is offering.
Discounts & Promotions: This is similar as to advertising but this methods contains
mode of paid communication. Most prominent sales promotion is discount because this pattern
invites more number of buyers towards company. This may comprises coupons, percent off,
rebate of maximum selling price etc. After online or broadcasting ads of promotion. This sort of
elements comes as the second choice as discounts reduces the profit margins of company that
they were offering previously. Therefore, it is must for organisations to consider this as the last
option. Along with this, as this factor is much eye catching for consumers that are willing to
fulfil their needs and wants it has been located that Industrial Rubber Ltd. Can give various
options to consumers with many sort of approaches in order to enhance their sales. Promotions
are much concerned with ads and mostly in today's world firms are looking forward and trying to
hit their targets which are rapidly enhancing their worth in front of society. Apart from this, it
has been examined that there are various sort of strategies through which Industrial Rubber Ltd.
can grab attention of huge numbers like developing an ad which is showing their machines and
working style of employees and standardisations which are being taken care by them.
Public Relations: This is similar to advertising when message of company is spread
through mass media. Major difference of this and advertising is that people do not have to pay
for time and space for getting message. When a person watches television and then inspires from
an advertisement then makes a purchase and become regular customer of corporation then it is
like that client is maintaining relation with association. Most of firms in both public and private
sectors have adopted this sort of marketing strategy as most of people in world have televisions
in their houses. Therefore, it becomes easy for companies to convey messages that they have and
information of products and services that they are offering at marketplace with the aid of this
management of a company can directly communicate with its customers and give information
which they are willing to give in order to enhance their profitability and productivity at the same
time.
Direct Marketing: This mode of marketing communication mix includes both aspects of
sales promotion and personal selling. Direct marketing is an interactive communication system
where sales force seeks for response of customers and clients. Most common format of this
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method is E-mail and direct mail. Industrial Rubber Ltd can directly reach to its customers and
communicate with the in order to give details to them so that sale of products and services that
they are offering at workplace. Along side this, it has been examined that direct e-mailing and
giving customers details about rubber products and services which may aid firm in attaining
goals and objectives that are related to sales department. Reputation gets raises when consumers
starts knowing about brand through looking at their logo. Away from this, it has been examined
that it do not cost much to companies like Industrial Rubber Ltd and gives details to clients in
very huge numbers.
Event Sponsorship: This method sometimes feel isolated and is left out from all elements
of marketing communication mix (Ihlen, Bartlett and May, 2011). This function occurs when
corporation conducts some programs or provides investment to many events like, sports matches,
cultural events etc. This can come under as a tool of advertisement but it is totally different from
it. It is must for different organisations to keep on making this sort of sessions in which they can
invite investors as well so that to influence them to invest money so that future plans can be
attained right on time.
Justification
By undertaking these methods, corporation can develop their image and recognition in
market for generating higher sales volume and to become eye candy in the eyes of customers.
Industrial Rubber is plastic making company which is operating its business operations in United
Kingdom and using marketing communication mix because public recognition of corporation is
moderate and company wants to make it high (Jo and Harjoto, 2012) . In present time company
is using print media and electronic communication but now association has to modify their
marketing function and to make this function more efficient then company should take help of
marketing communication mix. Industrial Rubber Ltd has some specialities in custom rubber
moulding, thermoplastic and Rubber Injection Moulding, Compression and Transfer Rubber
Moulding of all types of Precision Moulded Components. Along with this, they are famous in all
over United Kingdom about their flexibility, technical ability, customer service and quality of
products and services which is being manufactured by them. Away from this, organisation has
thousands of employees that are working in continuous manner so that better experience can be
given to customers in much more effective ways (Barker and et. al., 2011). On the other hand,
firms in various countries gives them order as they use good quality rubber and plastic as well at
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the same moment so that it won't put much impact on environment of the earth because of
products which has been manufactured. There are some impact that system of marketing
communication mix has on decision making and policies framing of Industrial Rubber company
in market. These effects are described as beneath:
Finance Department: When an organisation adopts channel of marketing communication
mix then it means association is upgrading on the basis of technologies. But it is required from
corporation that they take permission from financial functional area that funds of corporation
allows to install new technologies or to accept new concept after analysing need of introducing
novel technologies, finance department allows or refuse to employ these methods. It is must for
both financial and marketing department to interrelate with each other and carry a good relation
so that to resolve issues that are being faced by Industrial Rubber Ltd so that to gain competitive
advantages at marketplace of United Kingdom and in other countries as well. Financial manager
of the company has make financial statement thus includes profits and loss account, training
account, income statement, balance sheet and various kind of ratio which help organisation to
spread information related to firm market position among all interested people. It is a
management responsibility to make strategies in order to invest money into several kind of
project. Accounting manager construct budget for all department with in a enterprises in order to
run whole business activities in an effective manner.
Human Resource Department: If Industrial rubber company starts using models of
marketing communication mix then it is required from workforce that they should be updated so
that methods could get adopted in most profitable manner and use of marketing communication
mix impacts decision of human resource department like whether training and development
session should be done or not. Along with this, it has been analysed that firms hires candidates in
bulk when they face heavy work load or makes a plan to hit their targets where management
recruits candidates from society that have some specialisation in targeted market. It is human
resources management responsibilities to organise training program in order to enhance
employees skills, knowledge which help to increase performance as well as productivity in long
period of time effectively. For this they want to analysis workers needs, want, preferences,
attitude, perception, motivation factors and many more and produce product and services in an
effective ways to appropriate manner. One of the other important work of human resources
management is recruitment and selection talented candidates in order to achieve goals and
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objectives in limited period of time in appropriate manner. It is a HR manager responsibilities to
take feedback form their all staff member related to employees behaviour, attitude, perception
etc. toward firm as well as their product and services.
Research and Development: How a company could analyse that they are in need of
making adoption of marketing mix communication channel then answer of this question is
responsibility of research and development department that they conduct appropriate analysis
upon this. This type of action is helpful in making business activities more efficient and
improvises recognition of association in industry by publicising and enhancing recognition of
association. Management of the company has conducing research to know customer's needs and
wants accordingly they are produce goods as well as services. Through this, firm are able to gain
high market share as well as profitability in long period of time in an effective manner in given
time frame. It help to gain target customer's information like their perception, thinking, attitude
and many more. It is a management responsibilities to make strategies in order to sell product as
well as services in an appropriate manner.
Marketing Department: Acceptation of marketing communication models is a function
that improvises levels of marketing department and brings more efficiency in corporation (Kim
and Park, 2011). Before adopting this method, marketing functional arena was using traditional
marketing methodologies and now association has to make decisions upon whether new mode of
promotion would be accept or not.
Effect in policy framing: Framing of policies and strategies should be flexible so that all
new and relevant change could be accepted by management of firm. In this sections, it is
illustrated that each and every corporation are in need to frame smooth policies (Lantolf, Thorne
and Poehner, 2015). When association is using traditional method and adoption of novel tools
and technologies are not in concept of corporation then it is required from venture that they
revise their policy and should accept new channels of marketing and these channel and in future
policy should allow to access new tools and technologies in association should be add.
At current moment, if an organisation is looking forward to expand its business from
domestic to international level. Therefore, it is must for firms to analyse both external and
internal environment so that issues that are being faced by them while enlarging firm may aid in
hitting targets in much effective ways. This organisation is also listed under London's stock
exchange. Government plays an important role under business environment as they make rules
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and regulations of a country in order to better serve to the citizens of United Kingdom or to raise
economical growth of an organisation. Raise in tax rates, duties and other charges will
automatically enhance product's manufacturing cost which will put impact on consumers pocket.
Market analysis is being stated as an essential part that can help organisations in
achieving goals and aims right on time. With the help of this, firm can better understand about
consumers needs and can attain goals and objectives right on time (Bean, 2012). Along with
this, Industrial Rubber Ltd should also keep on considering about legal aspects so that benefits
can be achieved in specific time of period. External analysis of the environment should be done
on a regular basis by Industrial Rubber Ltd and take initiatives if any risk has been located by
them. Uncertainties can be resolved in short period of time by doing marketing research in
proper way.
Along with this, it has been analysed that major issues that are being faced by Industrial
Rubber Ltd which are related to hiring right candidate at correct moment. Therefore, it is must
for this organisation to have effective human resource department. Failure into this, may create
losses for this company which will directly put impact on goodwill as well (Crane and Matten,
2016). Another factor which can affect profitability of Industrial Rubber Ltd that is must which
is organisational structure which can delay the process of manufacturing plastic and rubber
products right on time. Hence, it is important for Industrial Rubber Ltd to make determinations
so that competitive advantages can be gained by administration of the company at both domestic
and international business market. By this, barriers can be resolved in specific time of period so
that organisation can influence its stakeholders at the time of conducting researches right on
time.
Above analysis is presenting that marketing communication mix is a tool that is helpful in
analysing appropriate method and tools for making business functions more popular in
marketplace in order to gain higher rate of profit along with advantages of business rivalry as this
new marketing concept is efficient in bring all these desired outcomes in firm. Industrial Rubber
company is quite good and finely running their business functions in market and in order to
improvise these activities, association is in need of accepting latest methods of marketing in
order to deal with market conditions in most appropriate manner (Lawless and Findlay, 2015).
By taking help of this, venture can popularise their status and can enhance market value of
venture by portraying brand image of venture in industry.
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CONCLUSION
From the above mentioned report, it has been concluded that there are ample number of
external factors that can put both negative and positive impact on business of an organisation. In
order to better understand about the these elements there are various elements like political,
economic, social, technological, legal and environmental. Along with this, communicating mix is
much relevant that mat aid firm in gaining good and competitive advantages at both domestic
and international marketplace.
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Online
What is a marketing communication Mix. 2018. [Online]. Available through:
<http://smallbusiness.chron.com/marketing-communication-mix-63541.html>.
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