BSBMKG603: Manage the marketing process

Running head: MANAGE THE MARKETING PROCESS
Manage the Marketing Process
Name of the Student
Name of the University
Author note

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Table of Contents
Task 1- Marketing Plan...................................................................................................................1
Marketing Activity.......................................................................................................................1
Integration of organizational activities........................................................................................1
Monitor Progress.........................................................................................................................2
Distributing and Pricing...............................................................................................................2
KPIs.............................................................................................................................................3
Delegation....................................................................................................................................3
Communication Strategies...........................................................................................................3
Task 2- Staffing Support Plan..........................................................................................................4
Strategies......................................................................................................................................4
Resources.....................................................................................................................................4
Feedback......................................................................................................................................4
Performance.................................................................................................................................5
Scenario 1....................................................................................................................................5
Scenario 2....................................................................................................................................6
Task 3- Marketing Performance Report..........................................................................................6
Analysis.......................................................................................................................................6
KPIs.............................................................................................................................................7
Targets.........................................................................................................................................7

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References........................................................................................................................................9

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Task 1- Marketing Plan
Marketing Activity
The marketing activity of Houzit in Brisbane aims at capturing a 12% market share that
will increase the company’s sale by 8.5%. Product Selection is one of the main marketing
activities for a manufacturer or a service provider. The selection of the product greatly depends
on the purchasing trends of the customers, market researches and sales experience of the
products (Gbadamosi et al. 2013). Pricing is another aspect that analyzes the marketing activity
of a company. The price of the product is analyzed comparing the price offered by its
competitors and hence this reduce the risk factor of the product is reduced. Promotional
Activities plays a major role in determining the marketing activity of an organization (Kotler et
al. 2012).. In this case, the Houzit Company in Brisbane can utilize the home ware magazines for
its promotional activities. The promotion for a product can increase the sale of the product and
hence increase the profit of the organization.
Integration of organizational activities
The marketing plan of Houzit plans to increase its market growth in seasonal demand in
the next six month. The product selection by the company affects greatly on the marketing
integration of the company. The pricing of the product influences the sales of the company. The
rise in price can decrease the sale for the company while a reasonable pricing can attracts
customers for the company. Promotional activities of the company can increase the demand of
the products for the company. A company can mainly invest in promoting of its products through
chief media devices like the digital media (Nguyen 2014). The chief digital media at present
comprises of online social networking platforms and the digital devices like internets, mobiles.

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Monitor Progress
Monitoring of a product is mainly important for the future prospect of the organization.
Monitoring of the product can increase or decrease the profits of the organization depending on
these factors. There are also some factors like external factors, cost-benefits and feedback that
monitors the progress of the product. If a case is considered where a cost increases sales by 20%
and another by 5% then, obviously it is the 20% increase in the cost that will be taken by the
company for its expensiveness (NWANKWO 2013). Feedback is an important aspect in
monitoring the product of an organization. A positive feedback can increase the sales of the
product while a negative feedback can deteriorate the sales of the company leading to the
ruination of the organization (Van Heerde and Neslin 2017).
Distributing and Pricing
Distribution and pricing play a crucial role in the business and marketing activity of the
company. The distribution channel that the company follows is through its own physical stores
that it owns in Brisbane. The company own about fifteen stores through which it carries out it
selling process. The company also maintains a premium pricing strategy for all its products as
their products are of good quality in the market (Davcik and Sharma 2015). The company can
allow expansion of its physical stores in more areas of Brisbane and in Australia. It can plan for
an international expansion through which it can distribute its product to more number of
customers. Online website launch can be a good idea of distribution because market is easily
approachable through these channels. In relation to pricing, the company can reduce the price for
its new products and aim the mass market.

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KPIs
The progress of the company for the new marketing plan and objectives can be measured
by the increase in sale of the product and revenue of the company after the proposed plan.
Market expansion can be measured by analyzing the increase in number of physical stores and
revenue from the online business (Rego et al. 2013). Mainly number of orders, revenues and
number of stores is the key performance indicator for the business to judge its achievement of
targets.
Delegation
The staffing proposals of the company for distribution of responsibilities and the
delegation of roles to the staffs will include marketing manager, a PR manager, an advertising
manager, in store sales team and web designer. These are the most important staffs required by
the business to carry out its marketing activities smoothly. Marketing manager will be
responsible for monitoring the entire marketing activities and designed promotional methods. PR
and advertising manager will look after the external market promotion and sales team will carry
out indoor sales. Web designer will be helpful to design a unique web page for the online website
of the company (Strauss 2016).
Communication Strategies
The strategies developed for the marketing of the product can be communicated to the
staffs and other required personnel of the company through board meeting, staff meeting and
press releases. These three will be the most effective method through which the company can
share its plan to the staffs within the organization and delegate the responsibilities to the required
people (Baker 2014).

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Task 2- Staffing Support Plan
Strategies
The coaching and mentoring of the activities of the staffs is important for the business
while carrying out a successful marketing plan. Some of the steps to mentor and coach the staff
on its work is by delegating, offering performance feedback, carrying out a coaching meeting,
offer words of wisdom to the staffs, set goals for the week, offer trainings and others. Some of
the strategies by which the company can carry out for helping the staff carry out the planned
strategies effectively are shown above (Garvey et al. 2017).
Resources
Resources that the company offers to the staff to carry out effective marketing strategy
can be assessed by analyzing the level of usage of the resources and the level of target achieved.
For example, the financials and funds offered by the company to the marketing personnel to
carry out effective promotional activities can be assessed by analyzing the total fund spent and
the percentage of target achieved according to the set goals. Thus the main resources that the
company can analyze includes financials, number of marketing staffs, use of information tools
and others.
Feedback
Feedback is important for any organization to motivate the staffs and to mentoring them
to offer better performance in case they lack in something. However, for the feedback purpose
the company needs some model or tool in order to carry it out effectively. The model that would
be appropriate for the feedback of the marketing staffs would include Feedback Sandwich. This
model involves three important steps that would allow the company to offer feedback on both

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positive and negative performance of staffs and further recommendations. Such type of model
reduces the bad effect of negative feedback on the staffs and encourages them to improve in
whatever they are doing. Thus, it will help the company to reduce its employee turnover
(Hardesty et al. 2014).
Performance
For analyzing the performance of the marketing staffs in meeting, the required objectives
of marketing the company can carry out one on one session with the staffs delegated with
responsibilities. This will help them to know the challenges they are facing while carrying out
their task. Accordingly, the company can offer further training and session to the staff to improve
in their weakness. Further, it can publish weekly report on the performance of every staffs and
arrange a meeting to discuss about the report. This will help the company to analyze the
performance of each staffs and the challenges they are facing (Nguyen et al. 2014).
Scenario 1
One on one coaching is helping to improve the performance of the staffs in the
organization. The manager of the company can offer one on one session to the marketing
manager as he carries out the main management of the marketing activities. One on one session
will be done through a meeting on a weekly basis in which the marketing managers will share
the performance of every staff and the manager of the company will offer improvement plan and
guidelines on it. On the other hand, marketing manager will carry out on one meeting with the
advertising head, PR head and other marketing department to discuss the modification in the plan
and the new target that is required to be met (Charlton 2016).

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Scenario 2
The performance to date of the marketing staff has been good which is evident by the
increase in the amount of sale of the company and a good amount of traffic in its online business.
However, it is necessary for the business to maintain such performance in the future in order to
be one of the best home-ware companies in Brisbane and in Australia. For the purpose, the
actions that the marketing manager can continue to take include setting up of monthly marketing
plan after analyzing the achievement of the previous months, to carry out training on marketing
updates and introduction of new marketing tools and recruit staffs when necessary according to
the advanced marketing techniques. These steps will help the marketing manager to continue the
achievements in the upcoming years.
Task 3- Marketing Performance Report
Analysis
According to the report provided by the Lamberts Consulting on the home-ware business
of Brisbane, it is seen that from the marketing activity the company has been able to increase
their market share in Brisbane from $175 million to $199 million within six months of the
marketing plan. Thus, the company was able to meet the targeted growth of 10 percent for the
year that it planned for its marketing goals. The average stores sale also increased by the
estimated target by $28,200 per week in each stores. This good growth took place due to
marketing efforts. However, the web-based marketing did not show much improvement and thus,
further marketing objectives should focus on more online-based sales rather than store sales.
Marketing plan should be set according to the target.

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KPIs
The success gap in the marketing plan that was set by the company was seen in the
stagnancy in the number of physical stores and lack of growth of online selling channels. The
gap existed because according to the set target in the KPI eh company had to achieve a growth in
its physical stores and online sale. The sale of the company had increased as targeted; however,
the increase in sale was all from its existing stores. Moreover, online marketing was not achieved
as expected by the company. The main cause of such gap is that the marketing team focused
more on increasing market sale through increasing sale rather than increasing stores. The way of
achieving market share was different then the set KPIs. On the other hand, the company lacked
the knowledge about online sale and thus failed to take desired steps for its development
(Casero-Ripollés and Izquierdo-Castillo 2013).
The marketing outcome was good; however, the company should focus on increasing the
number of stores as competitors are trying to capture the home-ware market in Australia. Thus,
in order to improve its strategic performance the company should focus its plan on one single
thing in one time and after desired result, it should move to other strategies (Wu and Onari
2016). This will help them get the most expected result from all types of strategies.
Targets
The over-performance was seen in the increase in the average store sale, which was
estimated to increase only by 8.5 percent. It increased by 12 percent, which was much above
than the targeted percent. This was much more then the targeted increase in the sale from the
store. This was because the marketing team focused more on the in-store sale rather than other
sources of sale such as online business. The trend shows that the marketing team did not take any
step towards the promotion of the online business, which resulted in zero sales from the online

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website. Moreover, the team did not even focus in increasing more physical store from capturing
the market share and just focused in increasing market share through sale volume.
The targeted plan for the next one year will be mainly on online business (Holden 2013).
The company will hire and train personnel about online business and invest more and more on
internet marketing. The target is to achieve a 20 percent of its revenue from the online business.

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References
Baker, M.J., 2014. Marketing strategy and management. Palgrave Macmillan.
Casero-Ripollés, A. and Izquierdo-Castillo, J., 2013. Between decline and a new online business
model: The case of the Spanish newspaper industry. Journal of Media Business Studies, 10(1),
pp.63-78.
Charlton, C.T., 2016. Effects of a self-management procedure using student feedback on staff
members' use of praise in an out-of-school time program. Utah State University.
Davcik, N.S. and Sharma, P., 2015. Impact of product differentiation, marketing investments and
brand equity on pricing strategies: A brand level investigation. European Journal of
Marketing, 49(5/6), pp.760-781.
Garvey, B., Garvey, R., Stokes, P. and Megginson, D., 2017. Coaching and mentoring: Theory
and practice. Sage.
Gbadamosi, A., Bathgate, I. K., and Nwankwo, S. 2013. 1 The Purpose of Marketing. Principles
of Marketing: A Value-Based Approach, 1.
Hardesty, S.L., Hagopian, L.P., McIvor, M.M., Wagner, L.L., Sigurdsson, S.O. and Bowman,
L.G., 2014. Effects of specified performance criterion and performance feedback on staff
behavior: A component analysis. Behavior modification, 38(5), pp.760-773.
Holden, G., 2013. Starting an online business for dummies. John Wiley & Sons.
Kotler, P., Hessekiel, D., and Lee, N. 2012. Good Works!: Marketing and Corporate Initiatives
that Build a Better World... and the Bottom Line. John Wiley & Sons.

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Nguyen, A.T., Reiter, S. and Rigo, P., 2014. A review on simulation-based optimization methods
applied to building performance analysis. Applied Energy, 113, pp.1043-1058.
Nguyen, C. 2014. Developing e-marketing tools: Case company: CASTA Ltd.
NWANKWO, S. 2013. 1 THE PURPOSE OF MARKETING. Principles of Marketing: A Value-
Based Approach.
Rego, L.L., Morgan, N.A. and Fornell, C., 2013. Reexamining the market share–customer
satisfaction relationship. Journal of Marketing, 77(5), pp.1-20.
Strauss, J., 2016. E-marketing. Routledge.
Van Heerde, H.J. and Neslin, S.A., 2017. Sales promotion models. In Handbook of marketing
decision models (pp. 13-77). Springer, Cham.
Wu, S. and Onari, H., 2016. Production Capacity Planning with Market Shar e Expansion under
Different Procurement Strategies. Int J Econ Manag Sci, 5(345), p.2.