Importance of Marketing Mix PDF

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1: Roles and responsibilities of marketing functions................................................................1
P2: Roles and responsibilities of marketing related to wider organisational context.................4
TASK 2............................................................................................................................................6
P3: Comparing ways in which two organisations uses marketing mix for planning..................6
TASK 3............................................................................................................................................9
P4: Creating a marketing plan.....................................................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
In modern era, marketing plays a vital and significant role in supporting an organisation
to reach their products and services to the maximum number of customers living across
worldwide. It can be possible through adopting various promotional tools such as advertisement
through digital media, personal selling etc. This will positively influences the interest and buying
behaviour of people which in results maximising the market growth and sustainability of an
organisation for longer period of time. It establishes better relations with targeted customers as
well which makes easy for company to achieve their loyalty for maximum period of time. The
present assignment is based on Southern Fried Chicken. It is a British based fast food outlet,
which operates a franchise network in the United Kingdom or globally. It is a food and
distribution company that mainly deals in fast food, Chicken products, drink and other products
mainly to the catering industry in the UK. It is the leading fast food restaurants all over the
world. Southern Fried Chicken has around 700 outlets, all over 79 countries. It deals in
manufacturing and selling wide range of fast food products and drinks. The project includes the
key roles and responsibilities of marketing function and its interrelations with wider
organisational context. The project also describes the importance of marketing mix in
achievement of business objectives. Marketing plan of Brake Bros Ltd is also discussed under
this report in brief manner.
TASK 1
P1: Roles and responsibilities of marketing functions
Marketing: It refers to the course of action done by people of organisation to promoting
their services or goods with market research and advertising . It helps company to reach their
products to maximum number of customers. The marketing concept is developing on continuous
basis which are further discussed as under:
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Illustration 1: Marketing Concepts
(Source: Bhasin. H, 2018)
Production concept: According to this concept, reducing production cost is taken as
priority by minimising the wastage of resources. It makes company more capable to provide
quality products at an affordable prices.
Product concept: Under this concept, quality is given on priority as the company has
perception that quality is only factor which can easily attracts the buying behaviour of targeted
people.
Selling concept: Under this concept, the marketing division mainly focuses on increasing
sales of company by providing wide range of products in market. It makes easy to capture large
market share and huge customer strength.
Consumer concept: According to such concept, marketing team mainly emphasis on the
needs and requirements of customers in order to increase their satisfaction level by offering
quality products and services.
Marketing concept: This is another concept which directs firms to adopt various
marketing tools in order to make strong presence of their products into the market. Such
marketing tools includes TV advertisement, newspaper, hiring known celebrities etc.
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Marketing functions is considered as an essential factor which gives a valuable
opportunities to an organisation to achieve competitive opportunities so as to accomplish pre-
determined goals and objectives. Therefore, it is vital for every business organisation to consider
marketing techniques in order to influence buying behaviour of people. Marketing is an essential
tool which should be adopted by Southern Fried Chicken in order to communicate with targeted
people and influence their interest and buying behaviour in positive manner. As a famous food
services company the major focused area of the Southern Fried Chicken is to enhancing their
customers based through offering wide range of product facility and services. This create value
in maximisation of profit and growth. It assist management to implement an effective decisions
with respect to fixation of prices, quality, variety of products etc. after carefully analysing the
taste and preferences of customers which can be done through conducting market research.
Furthermore, the marketing department is responsible to update organisation about the current
market needs and requirements. To achieve desired objectives and goals, the marketing
department performs several roles and responsibilities which are briefly described as under:
Product: It refers to any substance which is offered and delivered in market with an
intention of fulfilling need and requirements of targeted people. A standard quality food item
with an affordable prices can easily influences buying behaviour and loyalty of targeted people
which indirectly support an organisation to achieve huge sales and revenue. Thus, it the
important for Southern Fried Chicken to deliver and give quality food items which helps in
maximising the satisfaction level of targeted customers. Southern Fried Chicken is majorly
focused on enhancing their profitability in order to attain higher competitive edge within the
global market. For this company offers variety of food and beverage products like drinks, shakes,
ambient food, frozen & chilled food etc. as to maintaining its operations Southern Fried
Chicken is concern on taking feedbacks from customers in order to make appropriate changes
and improvements in the services. This will assist organisation to make suitable changes in the
current offerings according to the market needs (Arguello, 2013).
Selling: It is procedure of transferring products to the customers in exchange of prices
charged by company. But before this, it is important for marketing manager to select the
advantageous method for delivering food items and services. Southern Fried Chicken has around
700 outlets, across over 79 countries and through which they can provide high quality products
and services to maximum number of customers. The organization also required to give an option
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to customers to deliver products at their preferred places in order to make easy for them to buy
their products without facing any difficulties. This will be done according to the guidance of
marketing department so that interest and buying behaviour of customers shall be maximised.
For this, marketing team should also think of providing training to their employees in order to
make them more capable to deal with customers having different cultures and backgrounds
(Scarborough, 2016).
Pricing: It alludes to amount which is charged from the customers on the food items they
pitch to their clients. Final price of products influences the revenue of organization. Therefore, it
is vital for management of Southern Fried Chicken charge a fixed amount for a particular
product, the prices will be selected after recognising the perception and behaviour of customers
regards the product. Market research can be done with the help of taking support from marketing
team which are responsible to bring market information to company. It directly makes positive
impact in company's strength in terms of achieving huge customer strength as well as increases
profitability. It can be done through analysing the pricing policies of rivals, buying behaviour of
customers etc. which makes easy for manager to formulate an effective pricing policies for
company's offerings (Berkowitz, 2016).
Promotion: It alludes to an activities which is performed with a clear objective of
attracting and impacting interest and purchasing behaviour of customers. Such activities
incorporates making commercials on TV, pamphlets, online marketing and so on through which
the marketing management of Southern Fried Chicken can ready to cooperate and speak with
targeted people in regards to the information of products along with price and quality. The
company mainly promote their brand or its products by using social media tools and templates
facilities to provide appropriate information about the offered products and services, thus this is
also effective in developing the base of customers within the market place. Therefore,
implementing an effective marketing techniques assist organization to gain maximum benefits.
Management Information System (MIS): Marketing department is completely liable to
recognize the taste and preferences of customers by which the marketing manager can able to
make an effective decision. The manager of Southern Fried Chicken need to concentrate on
using modern systems, for example, MIS so as to gather, dissect and store information which
additionally help in guiding manager to settle make an effective plans and policies.
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Financing: Finance is also known as backbone of organization which enables other
department in execution of different functions. The administration of Southern Fried Chicken is
able to make decisions regarding development of existing products only if the actual financial
position of company is strong which is identified through preparing various financial reports.
Analysing such reports by the marketing manager allows to decide whether to develop existing
marketing strategies or should continue with existing one (Campbell, Martin and Fabos, 2018).
Distribution: It alludes to the supply products and services to one place to another with
an objective of reaching to maximum number of targeted people. As many organizations
disregards rural areas to sell their food items and services based on the assumptions that rural
people does not show their willingness to spend their money on buying fast food products but
such assumptions may be sometimes wrong due to which company fails to capture large market
share. It requires to bring interest among rural people towards the consumption of fast food
products which can be possible through implementing an effective marketing techniques so as to
provide the benefits of products such as taste, quality etc.
These are the fundamental roles and duties of marketing managers of Southern Fried
Chicken and it is essential to perform every single functions in an appropriate way so that growth
and profitability can be attained at wide scale. Through this, the organization can expand their
sales figures and produce immense incomes (Purvis, 2015).
P2: Roles and responsibilities of marketing related to wider organisational context
Marketing division can perform its several functions in more effective manner only when
it gets an adequate support from other various departments such as marketing, production, HR
division etc. All these departments are interlinked with marketing department with an objective
of achieving organisational goals and objectives within pre-determined time period. It can be
further understand as under:
Marketing function with operation function: The operation department is responsible
for delivering fine quality products from raw materials to finished product by engaging their
human resources available to them. The major responsibility of this department is to develop and
improve the level of products so that they matches with the requirement of customers. For
achieving this, Operation department need to keep in touch with marketing department in
providing in depth knowledge of products to the targeted people. Marketing department plans
sales budgets, Marketing actions, forecasts of demanded resources required for developing
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existing or new product and services. By working together, these two departments can increase
revenue and sales along with improved products and services (Dudu and Agwu, 2014).
Marketing function with finance function: Marketing department and Finance department
plays an important role in growth and profit for the company. Finance is concerned for the
financial aspects like costs, profits, sales growth etc. whereas Marketing is concerned with the
sales targets, sales volumes, Advertising etc. but without inadequate funds, Marketing
department can't set their sales targets, sales price of product or compensation for sales people.
So, finance department provides sufficient funds for promotion and planning for the marketing
department. Finance and Marketing are like husband and wife, where one needs another for
better performance. Thus, it will help Southern Fried Chicken to reach their desired goals in
efficient and effective manner.
HR function with marketing function: Human resource department is considered as a
spine of an organisation who performs several functions such as recruitment, selection, conduct
training and learning programs, performance appraisal etc. To perform various marketing
functions, it is important for Southern Fried Chicken to have an effective human resource who
are much capable to develop new marketing ideas and techniques through which company can
promote its products in market. Therefore, it will be possible only through getting maximum
support from HR department (Pappas, 2017).
Sales function and marketing function: Marketing functions has performed with an
objective of increasing sales figure of company therefore there are direct relationship between
sales and marketing function. Marketing attracts and influences the interest and buying
behaviour of customers due to which the chances of shifting them towards the company's
products and services are very high. Thus, it can be clearly said that effectiveness of marketing
techniques can see on the sales figures of company.
Marketing department with R&D department: It is important to have better coordination
among the marketing and Research and Development department. The primary work of research
division is to do better examination and to understand about the requirements and needs of
buyers, about rivals, effectiveness of existing products at marketing place and numerous others.
All such information gathered by R&D department will be more useful for marketing department
in form of creating new marketing strategies so as to influence targeted people in favourable of
company (Eslinger, 2014).
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IT department and marketing function: IT promotes different software and technologies
which can be more useful in storing crucial information about their loyal customers, rival's
strategies, employees performance etc. In the context with Southern Fried Chicken, IT
department play an important role in keeping all important records at one place which can assist
marketing manager to acquire sufficient knowledge about crucial aspects and accordingly make
an effective decisions related with adoption of marketing techniques.
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Therefore, there are various departments who are working and support for marketing
department in Southern Fried Chicken in terms of executing marketing plan in more effective
and efficient manner.
TASK 2
P3: Comparing ways in which two organisations uses marketing mix for planning
Marketing mix is the combinations of several elements such as product, price, place,
promotion etc. which is effectively used to influence and attracts the purchasing behaviour of
targeted people towards the offerings of company. Therefore, it play a major role in directing
company to develop its existing products and services so as to meet customer's requirements
more effectively. Here are the brief explanation of marketing mix of two organisations engaged
in similar sector such as Southern Fried Chicken and Burger King. This will enable Southern
Fried Chicken to make competitive changes in their existing policies in order to bring ahead in
the competition with their rival Burger King.
7P's of McDonald's:
Product: This considered to be the most essential aspect of marketing mix as it is
effective in expanding the business operations at wide scale. Throughout the world, Southern
Fried Chicken is a famous fast food company. It has extensive variety of fast food items and sell
them to customers for satisfy their requirements in a compelling way. The products of this firm
are Sausages, Burgers, Chicken Products, Chips & Potato, Bacon Meats, Pzza, Sea food,
Vegetables, high quality ambient food, variety of drinks like Juice, energy drink, Milk shakes
etc. the major objective of the firm is to attaining higher profitability and growth by satisfying
the needs and wants of people at market place.
Price: It refers to the amount which is charged against the products and services from the
customers. Southern Fried Chicken is offering fast food products at an effective prices which
can be afforded by the middle income group. The firm has adopted cost leadership strategy of
business. Top authorities of Southern Fried Chicken are enough capable and knowledgeable to
prepare an effective pricing strategies according to the changes in buying behaviour of targeted
people (Illing and Anders, 2016).
Place: Southern Fried Chicken has more than 700 outlets all over the globe, the
company basically works on extension business related strategy, the aims of company is make
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their strong presence in both urban as well as rural areas in order to capture large market share.
Southern Fried Chicken continuously search new locations to open new outlets where the
demands of their products are more.
Promotion: It is the way of communicating people about the products and services
offered by company. It is more important for Southern Fried Chicken to aware about their
offering and new changes in their menu to the targeted people so as to attract them in bunch. The
main targeted customers of Southern Fried Chicken are teenagers and adults due to their high
preferences and demands. Due to this, the company adopts several promotional techniques such
as hoardings, TV, internet marketing and also bus shelters.
Process- It includes the process starting from producing products to delivering it to the
targeted customers. The process of food production of Southern Fried Chicken is transparent
and visible towards customers, which is the major attraction of the customers as people feel
satisfied with the offerings of the firm. The company is using various techniques for porduct
distribution in order to sustaining customers for long run of business operation. To conduct
market research, Southern Fried Chicken has invest lots of money on regular basis so as to
enhance their distribution process (Ogunmokun and Tang, 2012).
People: The uniform of Southern Fried Chicken staff individuals is standard and its main
focus is to serve prompt and in friendly way to its buyers from the staff members. In the decision
making process, employees needs and requirements are on the top priority in order to make them
more capable to serve targeted customers more effectively. Southern Fried Chicken offers
comfortableness, clean environment at their outlets which encourages families as well to visit.
Physical evidence: Appearance of physical evidence of Southern Fried Chicken firm
easily grab an attention of newly customers due to their well designed outlets and standard of
services. Appearance and area of its extremely appealing and clean. Its main focus around
hygienic and clean insides of its outlets.
Marketing mix of Burger King:
This company has follow different marketing mix as compared to the Southern Fried
Chicken in order to giving them tough competition in market. The main aim of burger king
behind adopting marketing mix is to increase competition in market (Marketing Mix, 2018).
7 Ps of Burger King
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Product/service: It may be defined as what the organisation offers to their customers or
what is made by the organisation to earn revenue. Burger king is a fast food hamburger chain it
basically offers their customers hamburgers as well as onion rings, shakes cookies and pies. It
separate its orders with many substitutes with different choices of their customers. It contains a
huge quality of products that fulfilling its customers needs and wants.
Price: It is the amount which is paid by customer for the product. The business depends
on the price of product. Burger king uses competitive pricing because the competitors charges
less price for their products and services (Marketing Structure, 2010). Burger king decide to
launch a new product like slushy drink at a very less price in the market. Burger king charges
very less prices for their products so the customer are not raised doubts for their product and
services. Every week there is a new offer given by the burger king to their customers with
discounts and cashback policies.
Place: It refers to the place where the customer can buy the product or where the services
will be given to the customers of organisation. Burger king is operating their business through
various franchisees. The franchisees invest their money because they want to become a part of
the burger king. They fulfil the rules and regulations which are settled by the Burger king under a
franchisee agreement, it is almost situated in every big cities in various countries, they have
opened their outlets at residential areas as well as mall (Moons and et. al., 2010).
Promotion : It consists all the paths to expansion of business of an organisation, with
small changes in advertisements offline or online will make the higher sales for the organisation.
Burger king firstly target its customers by the hoarding and bus shelters. Because working
persons, colleges students and children are the main customers which are targetted by the Burger
king. It advertises more than Southern Fried Chicken to stand in the market and it helps to
attract its customers with the help of advertisement.
People: It defined as every person which is connected with organisation like customers,
owners/franchisees and management which are the part of the organisation internally and
externally. Burger king pays more salaries to their employees and developing their skills to make
them more capable to deal with customer's problems. Motivate its employees with appraisal on
their performance (Kennedy and Parsons, 2014).
Physical evidence: It is defined as the past experienced customers or users of the product
which helps the organisation to makes more efficient for the customers or how to take place in
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the customer's mind. Burger king has given transparency in the quality and transparency in their
products and services.
Process: It is defined with starting of producing the goods and delivering the goods to
the customers of the organisation. In other words quickly work with the best quality. Burger king
wants to delivers the best quality in its every product so Burger king recruits energetic and young
men and women in their organisation.
TASK 3
P4: Creating a marketing plan
Marketing plan is kind of structure prepared by the marketing manager and should be
followed by appointed market team members in order to achieve desired targets. It includes the
brief explanation of company's background, vision, mission, current market analysis, Marketing
mix, financial projections etc. It is prepared by almost every organisation operated at different
levels such as Southern Fried Chicken in order to gain huge market share and move ahead in the
competition with their rivals. Here are the marketing plan of Southern Fried Chicken:
Company Background: Southern Fried Chicken is one of the popular British fast food
chain, it mainly operates in franchise network in UK or world wide. The company was founded
in the year of 1970's by Arthur Withers. It has around 700 outlets all over the globe.
Vision: The vision statement of Southern Fried Chicken is to offer high quality products
and services to their significant customers in order to attaining high growth and profitability at
market place (Kladou and et. al., 2016).
Mission: The mission statement of Southern Fried Chicken is to be particular about their
offerings and quality of products and services in respect to retain customer for long run of
business operations.
Marketing objectives: Following are the marketing objectives of Southern Fried
Chicken:
 To introduce new spices in chicken product in market to attract maximum number of
products within 6 months.
 To increase the sales and revenue of company by 20%.
 To expand business operations through opening new outlets in other locations of UK
within 8 months.
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SWOT Analysis of McDonald:
Strength Weakness
 Southern Fried Chicken operates in
more than 79 countries having around
700 stores outlets.
 Famous for its effective distribution
channels.
 Effective customers reach helps the
firm in introducing new and innovative
products at market place.
 Company doesn't not based upon only
one source of income as it is widely
distributed in 79 countries which create
value in maximisation of profitability.
 As a fast food company Southern Fried
Chicken is Heavily criticised for
promoting unhealthy eating habits as
most of the standard menu is unhealthy.
 Due to less pay employees are not
taking their work serious and this may
influence the business performance of
the firm.
 High franchisee fees which results in
less profitability.
Opportunities Threats
 Fast food industry is growing gradually
which will open new opportunities for
industry.
 Less product prices helps the Southern
Fried Chicken in attracting more
customers.
 Company can develop new healthy
products which will result in more
customers.
 Burger king is the major competitor of
Southern Fried Chicken in UK it gives
competition due to high product price
and less variety of items.
 Rivals like Starbucks and Burger king
are introducing new products which
gives tough competition to Southern
Fried Chicken.
STP of McDonald:
Segmentation: Under this, population has been divided into different segments such as
Geographic, demographics, psycho-graphics, behavioural segments. Southern Fried Chicken
segment its customers in two categories i.e. Demographic and Behavioural.
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Targeting: It refers to the process of targeting people on the basis of their taste and
preferences which will help management to make suitable plans and strategies. Southern Fried
Chicken mainly targeted teenagers and adults due to their high preferences and demands in fast
food.
Positioning: It is the process of building image of product in customer's mind with a
motive to attract them. It can be done through using promotional techniques and tools. Southern
Fried Chicken has adopt digital tools such as social media marketing, TV advertisement etc. due
to which it has already build strong brand image in market (Mihart, 2012).
Marketing mix of McDonald:
4Ps of Marketing mix
Marketing mix is about to choose right product at the right place. It is an important
source for Southern Fried Chicken to promote its product in the market. It helps to determine the
marketing strategy like which product and at what prices customers are willing to buy. Through
this context, the 4Ps plays a vital role in marketing strategy.
 Price: It refers to that final value which is put on a finished product. It depends on the
cost of production and the demand of consumers. Price affects the Southern Fried
Chicken in two different ways. If the price of product is high then, consumers will less
interested to buy the product. On the other hand, more consumers were willing to buy
product if its price is according to consumers demand. So price should be considered
while selling the product in the market. Majorly Southern Fried Chicken is using less
pricing method in order to grabbing the attention of customer towards the products or irs
services.
 Place: Before selling any product, the place or location should be convenient, so that it is
easily accessible to its consumers. The use of right place can increase the sale of
Southern Fried Chicken and can stay in the market for a longer period of time. The
company should open its store at that place where the environment is suitable by its
consumers.
 Product: It is an item which satisfy the needs of consumers. Product is dependent on its
price and quality. The price of any product in Southern Fried Chicken should be
according to its consumers demand. And its quality should be according to the tastes and
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preferences of its customers. Ones the product is liked by its consumers then the quality
should not be changed as it will lead to the negative effect on consumers.
 Promotion: To convince the consumers to buy Southern Fried Chicken product, it is
important to promote each and every item in the market. Through promotions, each
individual get to know what and which type of item Southern Fried Chicken is selling.
Promotions can be done through radio, television, social networking sites, newspapers
and by distributing pamphlets.
Financial projection:
Financial Projection of Southern Fried Chicken:
Income statement All numbers in thousands
Revenue 31/12/17 31/12/16 31/12/15
Total revenue 22820400 24621900 25413000
Cost of revenue 12199600 14417200 15623800
Gross profit 10620800 10204700 9789200
Operating expenses
Selling general and
administrative 1068100 2460200 2643700
Operating income or
loss 9552700 7744500 7145500
Income from continuing operations
Total other
income/expenses net -57900 6300 48500
Earnings before
interest and taxes 8573500 6866000 6555700
Interest expense - - -
Income before tax 8573500 6866000 6555700
Income tax expense 3381200 2179500 2026400
Net income from
continuing ops 5192300 4686500 4529300
Non-recurring events
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Net income
Net income 5192300 4686500 4529300
Net income
applicable to
common shares 5192300 4686500 4529300
Execution
In this, there is a need of follow all steps in a proper or systematic manner. With the help
of all these steps, firm can make its strategies in order to accomplish set aims and objectives in
an effective manner. It aids in gaining benefits for Southern Fried Chicken company at market
place (Zolkifly, and Baharom, 2016).
Monitoring and controlling:
All the activities determined under this plan will be properly monitored in order to find
out the expected results that may achieve in near future. For this, the management should control
the performance level of employees so as to reduce wastage of resources which brings positive
impact on the expected results of company.
CONCLUSION
It has been concluded from the above project report that marketing play a significant role
in supporting business organisation to achieve its desired goals and objectives within pre-
determined time period. For this, marketing manager is held liable to coordinate marketing
functions with all other departments and prepare an effective marketing plan in which marketing
mix, SWOT analysis of company are required to prepare.
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