Online Library for Study Material: Marketing Process & Planning

Higher National Diploma in Business
Management
Unit 2 Marketing Process & Planning
The Marketing Concept,
Functions and Mix (Part 1)
Marketing Planning (Part 2)
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Table of Content
Part 1: Briefing Paper
1.0 Introduction p
2.0 Defining marketing in 21st century p
3.0 Description of the role of marketing function with examples from the
chosen organisation p
4.0 An analysis of how the marketing function works and interacts with other
departments p
5.0 An explanation of the extended marketing mix and examples from selected
supermarket p
2.0 An evaluation of how the marketing mix adopted by the selected
business (or business unit) contributes to the success of the organisation in
meeting their overall business objectives p
3.0 Recommendations p
9.0 Conclusions p
References p

1.0 Introduction
Marketing process can be defined as the steps or pedestals taken for the
purpose of marketing to identify latest opportunities (Vos and Armstrong, 2019).This
process is based on identifying needs of customers and fulfil them. Market planning
hereby relates to building strategies for the purpose of promotion, that a business
possesses to sell its product or services. An effective market plan helps businesses
to increase the sales and increase its profitability. For the better understanding of
market planning and process, Iceland Foods is taken into consideration which is a
most popular chain in Deeside, North Wales. This report covers analysis of role of
marketing in context of the marketing process and planning. This includes
comparison among organisations using elements of marketing mix to achieve overall
business objectives.
2.0 Defining marketing in 21st century
Marketing refers to an activity of displaying or advertising a company's
products in most efficient manner (Mensah and Amenuvor, 2022).Concept of
marketing spreads awareness among the customers regarding products and
services offered by a company. This is a process of introduction of target audiences
with the products and services offered by a company. Marketing in 21st century has
its complete focus on customer choice,in order to gain competitive edge in the
market. Marketing in Iceland Foods engages its customers with their products or
services and help them in making buying decisions. They provide their customers
with seasonal offers that covers several brands, which attracts regular customers as
well as the new ones. This also facilitates its customers with online based delivery
options for doorstep delivery.
3.0 Role of marketing functions in huge organisations
Marketing functions are a specialised activity performed in a marketing
process which is necessary to take goods from a place of production to the end
consumers (Brennan, 2021). This plans and executes several business strategies
related to pricing, promotion, selling, product or service management, distribution,
finance, etc. The role of marketing functions can be determined from the
presentation, coordination, conduction and production in the business enterprise.
Role of marketing functions can be understood under following sections:

 Defines and manages brand reputation: Marketing functions defines and
manages brand reputation of a company. This practice is performed to
influence perceptions of a stakeholder regarding a particular business.
Several promotional activities are considered for increasing awareness
among the people about the brand. Marketing department of Iceland Foods,
uses social media and several sponsorships for the promotion.
 Conducts marketing campaigns: Marketing campaigns are an organised
effort to promote a specified goal or objective of a company. It is the helpful
tool in raising awareness regarding the new product or services offered by a
company. In the marketing department of Iceland Foods, marketing
campaigns are an efficient source for conducting marketing campaigns. A
company can form an effective marketing plan by proper understanding of its
target audience.
 Responsible for internal communications: Internal communication refers to
the communication prevailing in the internal environment of a company.
Marketing functions are responsible for the internal communication among
personnels in business. For this, the marketing department of Iceland Foods
distributes information and provides training to their employees for achieving
company's objectives and strategies.
 Conducting market research: Market research is a well organised source to
gather information on target markets and customers. Marketing functions help
a company to gather information on several aspects such as the target
audiences, market trends, position of a business in a market,etc. Marketing
department of Iceland Foods, uses marketing functions for conducting market
research. They gather reports or information on the success rate of their
existing products as well, as new product line in the market.
4.0 Analysis of different marketing functions and
their interaction with other departments
Marketing is an essential component for any business to develop and promote
products or services to the consumers and several other small retailers (Baker,
2019). Marketing usually begins with R&D department and carries it forward till