Contemporary Developments Report: Marketing Communication Mix Analysis

This report provides an analysis of contemporary developments within the business environment, focusing on the external factors impacting organizations like David Watson Transport Ltd. It begins with an executive summary and an introduction to the company, highlighting its operations in the UK and Europe. The report then delves into the PESTLE analysis, examining the political, economic, social, technological, environmental, and legal factors affecting the business. It explores the relevance of the marketing communication mix, its influence on policies and decision-making, and the evaluation of the organization's responses. The report also demonstrates how the organization can improve its responses to these contemporary challenges and concludes with a summary of the key findings and recommendations. The report emphasizes the importance of understanding the external environment and adapting marketing strategies to achieve business goals.

Contemporary
Developments

EXECUTIVE SUMMARY
This reports the describes the contemporary development in which business are being
able to complete with the changes occur in the environment. Its essential for the business to
understand the contemporary development before bringing any changes in the David Watson
transportation business. This report includes the external environment impact the business in a
positive as well as in a negative manner. The external environment analysis is done through the
PESTLE as through this the barriers for the businesses will be identifies. So, its important to
understand this in time. If proper communication is not in the business then it effect the decisions
making. So, the measures are taken towards the marketing communication mix by which the
decisions can't get influence and through this the respondent will response as well as they
evaluated also.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Overview of the primary external influence and its importance with reference to the
organization............................................................................................................................1
TASK 2............................................................................................................................................4
I) Relevance of Marketing Communication Mix and its impact on policies and decision-
making....................................................................................................................................4
ii) Critical Evaluation of effectiveness of organization's response........................................6
Iii) Demonstration of improvement in the response of organization.....................................8
CONCLUSION................................................................................................................................9
REFERENCES .............................................................................................................................11
Appendix........................................................................................................................................12
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INTRODUCTION
Contemporary development is the up-gradation in recent trends and technology in all the
departments of an organization (Contemporary development. 2019). Changing times requires the
change in the strategies and policies of a company. In this report, the organization taken is David
Watson Transport Ltd. This company mainly deals in transportation and lifting services in UK
and Europe. The company has changed its name from Milbank Trucks Ltd to David Watson
Transport Ltd in 2008. This company is based in Weeting, United Kingdom. In this report,
influence of external environmental factors is discussed in the context of company. Apart form
that, marketing communication mix with its relevancy, evaluation and improvement are also
discussed in this report.
TASK 1
Overview of the primary external influence and its importance with reference to the organization.
David Watson Ltd. is working in UK therefore the condition of country also impact on
the working of company. There are some factors through which company's performance is
affected. Although these external factors does not connected directly to the organisation but have
a great influence on the working of company. The external factors which can affect the working
of a company can be political, economical, social, technological, environmental and legal. All
these factors are discussed having its impact on the running of business (Bhaskar, 2014).
Political:
This is the factor through which government policies of UK is discussed in the context of
company. The government of UK is stable politically therefore the decision making in
government will be not deflect from the changing times. The stability of government allows the
company to pursue their business smoothly. The changes in time will change the policies and
regulations set by the government. In UK, David Watson Ltd, found a great political
environment to continue their business. The taxation system and other conditions are favourable
for the companies. This results to the successful running of business from time. Stable policies
allows the company to expand their business not only in domestic region but also in foreign
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countries also. Due to these policies, company can can make good margin of profit (Birkholz and
et. al., 2014). Therefore it can be said that policies of UK government are familiar to the working
conditions of David Watson. This will impact positively on the profit margin of company. Since
company is operating its business in Europe also that is why the profit also increases.
Economical:
The economical conditions of country focused on the growth rate, purchasing power of
customers, inflation etc. These are the factors through which David Watson also impacted. The
economy of UK is good so that the running of business is done smoothly. The economic
conditions of country allows high taxation to the fuel that is why people prioritize to deliver their
goods through these companies. That will impact positively on the company because it increases
the profit and reliability of customer. Therefore it can be said that policies of UK government are
favourable to the logistics companies. That is why this factor impacts positively on the working
conditions of company.
Social:
These are the factors through which perception and personal aspects of people are
considered on the impact of business operations. In UK people have become more aware about
the factors that impact on environment that is why they prefer to deliver their goods through the
companies like David Watson. This shows that the social perception of people moves to deliver
their goods through transportation. Due to this factor the business of company increases and thus
profit margin also increases (Jindal and Sunoj, 2014).
If people delivers their goods through the logistics companies there faith also increases to
these companies. The increase in faith helps in increasing the business of company. Since people
motivates each other when they use a better service. Therefore, the perception of people using
these services also impact on the profit margin of company. Therefore it can be said that, social
factor impacts positively on the working of David Watson Ltd.
Technological:
Technology is the application of scientific knowledge to increase the productivity of an
industry. In the logistics industry, David Watson Ltd. has used recent and advanced technology
to deliver their goods. In this technology, safely packing with machines, bar code reader, RFID
tag, online tracking of goods etc. are used. Apart from that, company also uses technology of
simplifying warehousing, distribution and fleet management with integrated features. These
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technology implementation help the company to have a competitive advantage among its rivals.
This increases the faith of this company among its customers (Collins, 2016).
Thus it can be said that company has enough technology to attract its customer to its
premise. Attracted customers increases profit margin and reliability. Thus, technology has a
positive impact on the working condition of company. As technology get modify easily so
company have to implement latest technology within their working so they can manage their day
to day activity within effective manner. Thus, David Watson Ltd gain several advantages
through technological factors by using latest transportation vehicles and so on. Changes in
technological factor is good for organisation as they can do their day to day operations in
effective manner. Along with this, it result in extra expenses for David Watson Ltd in relation of
implementing latest technology.
Environmental:
The environmental factor is the ecological factor that impacts on the living things.
According to David Watson, environment has become a main issue because it requires a huge
piece of land to transport and storage such as access of transportation site, transportation of
ground and material storage and handling facilities, generating of wastes, producing waste due to
distribution processing etc. All these factors have a huge impact on environment. Organisation
has to dump its waste onto proper place so that it will not impact more on environment. The
policy of UK government also focuses on reducing the water waste such as oil, etc. To reduce its
wastes and to manage these wastes, company has to invest more which requires funds. Although
this type of investment is done once and will give relief to humans to a long time (Jones, 2016).
Legal:
These are the laws and rules which are made for the proper activities of a business. These
laws are mostly affected by the political issues. The laws for the logistics in UK are strict enough
so that it will strict the companies to perform their business with in boundaries of laws. The laws
include the standards for transport vehicle emission, standard for emission of specific amount of
carbon dioxide, front facing cameras to avoid speed etc. Another requirement of laws in UK is
that companies should buy the Carbon Credit so that they can emit an specific amount of carbon
from their vehicles (Laqueur, 2016). Due to these laws company have to pay a little more to
follows these rules. Therefore it can be said that there is a bit investment for the company like
David Watson to perform their business in UK.
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From the above external factors, the overall conclusion shows that David Watson Ltd
found a good working environment in UK to perform its business smoothly. The position of
company is also good in UK and some part of Europe also. This shows that company is running
successfully to meet its goals and objectives. Transportation activity is related with import as
well as export of product and in term of these there are several legislation has been given by
government of particular nation. So it is important for David Watson Ltd to follow all these
legal factors. Because it have advantages that company can do their day to day operations in
effective manner without any penalty of illegal activity. Along with this, it also have some
negative that company have to modify their policies when changes take place in legal factors.
TASK 2
I) Relevance of Marketing Communication Mix and its impact on policies and decision-making.
Marketing Communication Mix is an art of promoting and advertising the product to the
targetted customers. It is a broad concept which requires development, merchandising,
distribution process, pricing and communication and promotion. It is the concept which is
required by any organization to promote their goods and services. Promotion is necessary as
through this a customer is able to know about the characteristics of a product or service so that it
may be able to purchase it. Although marketing is done to the targetted customers instead of that
it also impact its image on every individual. In today's competitive market it is necessary for the
companies to promote their product or services. Therefore it requires, additional features in their
products and services which can attract the targetted customers. This is done to send the message
of company to its end user. In case of David Watson Ltd. the company has to use this feature to
promote their quality of service. Since company has work of delivering the goods, therefore the
targetted customers of company are individuals, organizations etc. which are interested to deliver
their goods. As stated above, company has to provide some specific feature to its customers
which are provided by it (Lemma, 2018). The features which David Watson is providing is the
proper maintenance of wastes, online tracking of goods, fast and reliable delivery of goods etc.
All these features should have been transported to the targetted customers so that they may be
able to take benefit of these features. These features not only attracts the targetted customers but
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also helps in increasing the profit margin of company. This feature is necessary for David
Watson because it has its impact on the development of it.
Marketing communication Mix has a great impact on the policies and decision-making of
an organization. The framework of policies is done with the help of marketing communication
mix also. In case of David Watson, company has to check the strength of market so that it can
identify its sustainability into market. If it is required to do something to increase the
sustainability than effective steps should have been taken. Apart from that, company also have to
identify its targeted customers with the help of marketing mix. The product or services provided
by the company are available to a specific amount of customers which are called the targetted
customers. The company has to fulfil the demand and requirement of these customers. The
product and services offered by the company should be relevant to the demands of customer. The
demands of customers changes from time to time. Therefore company has to implement flexible
decision-making so that changes can done according to the changing demands. The targetted
customers are the backbone of company. Individuals and organizations which are engaged in
transferring the goods are the targeted customers. These customers are the asset of company
because it is providing its services to these customers. When targetted customers and
sustainability in future is identified it is easier for the company to make its decision-making and
policies according to them. The policies are made according to the future also. These policies
have impact on the customers and its sustainability of company (Lodhia and Hess, 2014).
Therefore after identifying the customers, it has become easier for the company to frame its
policies so that that it will benefit for the company in future also.
The marketing communication mix also has its impact on the decision-making of an
organization. In case of David Watson Ltd, to understand the concept of decision-making the
four P's of marketing mix are explained below:
Product:
It is the first P which denotes the product. The product is either a tangible or intangible
service which is offered to the customers for fulfilling its needs. Every product in the
organization should be specific so that it is made for a particular group of customers. It is the key
feature to identify the targetted customers for a product or services. When targetted customers
are identified, it has become easy for the mangers of an organisation to make the decision so that
the product or services will be favourable to the organisation. In case of David Watson Ltd., it
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also has to identify its customers and their demands. The targetted customers of this company are
the individuals and organizations which are interested to send and receive the goods. Now it has
become easier for the managers of this company to make the decisions accordingly. When
customers are identified it is also necessary for the company to allow the services which depicts
the solution of the problem of customers. If it is not done than the sustainability of the company
will not remain more. The product or services should be specific for the customers according to
their needs.
Price:
It is the second P which denotes price. Price is about the actual amount a customer is
liable to pay when using it. The pricing strategy of a product or services can be lower or higher.
When a product is priced low than it can be underestimated from its value and when a product is
priced higher it cannot be in the reach of customers. In both the cases the product of company is
not going to sell. Therefore it is necessary to fix the price of product or services according to the
cost and reach of customers. When price are fixed, it is easy for the managers of David Watson
to make their decision according to that. The decisions can be to change the price of services
according to the changing time. This will help in calculating the net profit and margin and thus
help in decision-making (Marshall, 2014).
Promotion:
It is the technique which is used by the company to advertise their product, increase in
sales promotion and public relations etc. In case of David Watson Ltd., the organization first
have to take the feedback from its customers. According to that feedback if changes are required
than company has to implement those changes according to the needs and demands of customers.
In marketing communication mix, the customers are also asked to add any feature so that
company can increase their sell. Thus decision-making can be done with the help of promotion
of services.
Place:
It is also another feature which has its impact on the decision-making of David Watson
Ltd. The services issued by the company should be place specific. Since company is dealing in
logistics therefore it has to identify the transportation condition of country in which business is
operating. The waterways, roads etc. should be well enough so that it will not impact the
working of company. Hence the decision-making is affected by the place.
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ii) Critical Evaluation of effectiveness of organization's response.
Marketing Mix is the concept of variables which a company uses to influence the buying
behaviour of customer. The concept of marketing mix exists because a business man has to
identify the needs and demands of customers, selling the product or services which is convenient
to the customers, making the product available to customers without having much effort and
advertising about the product or services through different channels of marketing. All the above
characteristics are necessary for the customers (Parameswaran, 2014). The marketing mix
concept is beneficial for the entrepreneurs, therefore it has some advantages which are stated as
below:
 Marketing communication mix specifies and bring together different concepts of
marketing into one and thus makes marketing easier to do and manage. Since in 4p's of
marketing mix, different aspects such as price, promotion, place and product all are
managed at one place, that is why it has become easier for the managers of David Watson
company to make decision. With the help of togetherness of all aspects the decision-
making of managers increases because there is not requirement of calculating all aspects
repeatedly. A manager can take decision in the favour of organization with the help of
calculating all aspects and risks associated with the product or services. In case of David
Watson, the manager of this company will get the benefit of managing its targetted
customers so that it can easily manage its decision-making in favour of organization.
 Another feature of marketing mix is that it allows the company to identify the strategies
of rivals. If there is any type of requirement is needed than it can be formulated with the
help of a marketing specialist. In case of David Watson, the strategies of its rivals can be
identified with the help of marketing mix. If there is something which can be
implemented in the policies of company it can be done with the help of a marketing
specialist. This will help the company in increasing there market share (Peck and
Theodore, 2015).

 Apart from the advantages there are some disadvantages of marketing mix also which are
stated as below:
 It is one of the simple disadvantage of marketing mix. In this, the company will take a lot
of time and money to calculate the price, promotion strategy and product features. Since
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all these features are necessary to accomplish complete product or service, therefore
David Watson needs to calculate all the above features.
 The concept of marketing mix does not consider the behaviour of client. When steps of
decision-making are raised than it impact on different sections should also be consider.
The factor of personal aspect is not consider in the marketing mix. Therefore the manager
of David Watson will not be able to take decision in area where the personal aspects of
customers are also included (Sellar and Lingard, 2014).
To critically evaluate the response of organisation a model of changes analysis is
implemented. This model is known as change impact analysis model which is defined by Bohner
and Arnold. This model depicts the impact of changes done in the organization through
marketing communication mix.
Bohner and Arnold model defines the potential consequences of a change and estimated
what needs to be modified to accomplish a change. Due to marketing communication mix the
company depicts its services according to the place, price, promotion and product or services. It
is not sure that the impact of all these changes is positive in the organization. The changes in
place, promotion and services of company impacts positively on the working of it. Hence the
organization increases its productivity and efficiency with the help of marketing communication
mix.
In case of model, used to examine the changes, there are two classes defined to examine
the impact analysis which are traceability and dependency. In traceability impact analysis
requirement, specification, design elements and tests are captured. All these factors are
integrated and are analysed to determine the scope of initial change. In dependency impact
analysis, parts, variables, logic, modules are integrated to determine the consequences of initial
change.
According to this model, the place, promotion and services of David Watson Ltd, are
integrated to examine the scope of these changes and after that the consequence of these changes
is also examined. Due to this marketing communication mix, the policies of company focuses on
to fulfilling the demand of customer. The promotional strategy of company increases the
productivity in Europe or in UK.
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