Kent Pharmaceutical Ltd. Marketing Plan

This assignment requires an in-depth analysis of the marketing strategy for Kent Pharmaceutical Ltd. Students must examine the organization's understanding of customer needs and expectations, identifying the benefits customers seek from their products and services. Additionally, the assignment prompts a reflection on Kent Pharmacy's role as a purchaser of goods and services, analyzing how these purchasing decisions contribute to their overall marketing strategy.

Running head: MANAGEMENT AND OPERATION
Marketing Management
Name of the Student:
Name of the University:
Author’s Note:

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Executive Summary
This report deals with the different aspects of the marketing to reveal the current market position
of the Kent Pharmaceutical Ltd. However, the environmental analysis has been carried out for
this organization to identify the customer needs and position of the competitors. However,
Ranbaxy is a major competitor of Kent Pharmacy. However, it has been received that Kent
Pharmacy follows the premium price for the high-quality drug. On the other hand, people want a
high quality product at a reasonable rate. This data has been found through the market research.
Kent Pharmaceutical Ltd has their own distribution channel. They manufacture, distribute and
deliver the product across the British, Irish and International market. A proper market research
by using the marketing mix element is helpful for this organization to understand the needs of the
current market. However, UK is a country of aging people thus; middle aged to old aged people
are the main target of such organization.

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Table of Contents
Introduction......................................................................................................................................4
Part 1: Task 1...................................................................................................................................4
Internal and external audit information.......................................................................................4
External audit...............................................................................................................................4
Macro environment analysis........................................................................................................4
Microenvironment analysis.........................................................................................................7
Internal marketing........................................................................................................................9
Part 1: Task 2.................................................................................................................................13
Part 2..............................................................................................................................................19
Scoping Proposal.......................................................................................................................19
Conclusion.....................................................................................................................................25
References......................................................................................................................................26
Appendix 1.....................................................................................................................................30

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Introduction
Marketing management refers to the organizational discipline, which is associated with
the marketing orientation, methods, and techniques to meet the organizational goal. However,
marketing management employs techniques from competitive strategy and the economics to
understand the industry context in which the company is operating1. It is important for a business
to identify a potential market segment. After identifying the potential market segment, the
organization needs to select their target audience for their particular product or service.
Marketing of a firm includes market research to understand the current market demand as well as
current market trend. This study deals with the marketing management in the context of Kent
Pharmaceuticals, which is a leading pharmacy in UK. However, this organization provides
quality service to the primary and secondary care sectors2. They provide product as respiratory
medicine, anti-infective, and analgesic. Their business includes manufacturing, sourcing, and
distribution of the service for the care sectors.
Part 1: Task 1
Internal and external audit information
External audit
Macro environment analysis
Political factors
1 Pasquier, Martial, and Jean-Patrick Villeneuve. Marketing management and communications in the public sector.
Routledge, 2017.
2 Kentpharm.Co.Uk. (2017). "Kent Pharmaceutical Ltd." http://www.kentpharm.co.uk/about-us.html.

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UK is a constitutional monarchy and follows the rules and regulation of the parliamentary
system. However, the political environment of this country is stable and fair. This country
provides a plenty of opportunity to the business industries those are operating within this country
3. Hence, such stable political environment will give Kent pharmacy to operate their business in
this country with lots of opportunities. On the other hand, the government is stable in this
country. However, hidden corruption and Brexit affect the political stability of the UK, which
leaves a little negative effect on the business sectors.
Economic factor
UK has a strong economic position as it has high GDP and diverse economy4. This
country has taken 5th position in the world economy. Diversified economy of UK gives favorable
condition to the investors. Hence, for Kent Pharmaceutical Ltd. this strong economy of UK will
be good opportunity to invest more in the business. Due to the recession in the year 2008 slow
recovery in the business is a major drawback in the UK economy.
Socio-cultural factors
Free public service that is the health service is very common in UK. However, UK
government focuses on the health improvement of the people as it is considered as the country of
the aging people. Hence, this health service in UK will lead Kent pharmacy to expand their
3 Gummesson, Evert, and Evert Gummesson. "From relationship marketing to total relationship marketing and
beyond." Journal of services marketing 31, no. 1 (2017): 16-19.
4 Rinallo, Diego, Harald Bathelt, and Francesca Golfetto. "Economic geography and industrial marketing views on
trade shows: Collective marketing and knowledge circulation." Industrial Marketing Management 61 (2017): 93-
103.

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business in the UK market. On the other hand, the dependency ratio is high in UK that is a major
drawback of the social environment of the UK 5.
Legal factors
According to the UK labor law, the individuals have to work 48 hours in a week and 11
hours rest within 24 hours is compulsory6. However, racism, gender discrimination, and
inequality should be reduced from the workplace. Hence, it is crucial for Kent pharmacy to
maintain the legal norms of the UK government to operate in this country without any legal
issues.
Technological factor
UK is technologically advanced as this country is enriched with the expertise in IT and
science7. Hence, by utilizing the modern technology Kent Pharmaceutical will be able to improve
their service and operation process. Despite this, the technological growth of the country is slow
in comparison to U.S.
Ethics and the ecological environment
UK government plays an important in developing the standard of the UK environment.
Hence, it is important for the Kent Pharmacy to maintain the environmental norms while
operating in the UK. However, it is crucial for this organization to take CSR activities8. This
5 Charter, Martin, ed. Greener marketing: A responsible approach to business. Routledge, 2017
6 Pasquier, Martial, and Jean-Patrick Villeneuve. Marketing management and communications in the public sector.
Routledge, 2017.
7 Brito, Taissa Leao De, and Nicholas Harkiolakis. "Influence of UK economic and market policies on a small wine
merchant." International Journal of Teaching and Case Studies 8, no. 1 (2017): 29-45.
8 Cortes, Edy, and Thierry Adatte. "Nested packaging for pharmaceutical products, and methods of distributing
pharmaceutical products using same." U.S. Patent Application 15/439,821, filed February 22, 2017.

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organization has adopted CSR activities as the integral part of their business to protect the
environment.
Microenvironment analysis
Customer/Market
The customer is a big part of the of the market analysis. However, for the development a
great customer focus strategy it is important for the pharmacy to give proper effort and manage
the resources9. Patients are the main customer group of pharmaceutical industry. In the context of
Kent Pharmacy, middle-aged to old aged people are their main target customers. UK is a country
of the old population thus; middle aged to old aged people are the main focus of such company.
Competitors
Ranbaxy and Ratiopharm are the major competitors of Kent pharmacy. However, these
organizations also provide similar products in the UK market10. However, the competitors of
Kent Pharmacy have adopted modern technology to bring improvement in their new products.
Huge competition in the market leads the pharmaceutical companies in UK towards the
production of a high quality product with low price. However, the competition level is high in
the UK pharmacy industry hence; the competitors of Kent Pharmacy try to cut the manufacturing
cost to enhance the profitability. Thus, it is important for this organization to reduce their
operation cost to compete in the market.
Suppliers
9 Lind, Johanna, Sofia Kälvemark Sporrong, Susanne Kaae, Jukka Rantanen, and Natalja Genina. "Social aspects of
additive manufacturing of pharmaceutical products." Expert opinion on drug delivery 14, no. 8 (2017): 927-936.
10 Kaplan, Warren, Nikolina Boskovic, Daniel Flanagan, Serafina Lalany, and Chia-Ying Lin. "Pharmaceutical
policy in countries with developing healthcare systems: synthesis of country case studies." In Pharmaceutical Policy
in Countries with Developing Healthcare Systems, pp. 405-430. Springer International Publishing, 2017.

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Ambe Ltd, Bio Pathica Ltd, and Euro Medical supplies are the major suppliers of Kent
Pharmaceutical Ltd. in UK. Such suppliers provide raw materials to Kent to manufacture the
drug. API or active pharmaceutical ingredients are supplied by Ambe. On the other hand, such
suppliers provide both synthetic and natural materials. Bio-Pathica provides raw materials for the
manufacturing. API is the main components of the drug11. Hence, the relationship with the
suppliers is good in the context of Kent pharmacy.
Distributors
Kent Pharmaceutical manufactures and distributes the generic drug across the UK. They
are the wholesaler of their own products. Hence, no external distributors are required for their
business. Distribution is a big process of the marketing. Hence, it is important for Kent Pharmacy
to use their distribution channel properly. However, this organization has own distribution
channel, which is very strong and distributes their drug in many healthcare sectors of UK.
Media and general public
Media and public play an important role in the development of the business of
Pharmaceutical industry12. It is important for Kent to establish a better public relation by using
the media. Social media is a crucial element, which allows the organization to establish a better
communication with the public. However, often-Pharmaceutical industry face problem in front
of media due to the healthcare issues. Hence, this is a big reason why the Pharmaceutical
11 Agyemang, Elaine, Lorna Bailey, and John Talbot. "Additional Risk Minimisation Measures for Medicinal
Products in the European Union: A Review of the Implementation and Effectiveness of Measures in the United
Kingdom by One Marketing Authorisation Holder." Pharmaceutical Medicine 31, no. 2 (2017): 101-112.
12 Huda, Kazi Nazmul. "Measuring the Impacts of Quality of Work Life Indicators on the Marketing
Representatives of Pharmaceutical Industries." Bangladesh Pharmaceutical Journal 20, no. 1 (2017): 46-53.

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industry left back from the media. On the other hand, it is important for Kent Pharmacy to
introduce their product through media advertisement in the public domain to get feedback from
them.
Internal marketing
Sales
Kent Pharmaceutical Ltd involves in the development, manufacturing, marketing,
distribution and sales of the generic pharmaceutical products across the Irish, British and the
international market. However, for any business industry, it is crucial to review their sales
revenue generation to understand their growth in the current market13. DCC has planned to
incorporate Kent into DCC group and they have a target to increase their revenue £150 million in
near future. Their total asset is £42.32 while their revenue generation is 69.20% in the year 2016.
Hence, this ensures good sales revenue for this organization14.
13 Mailankody, Sham, and Vinay Prasad. "Pharmaceutical Marketing for Rare Diseases: Regulating Drug Company
Promotion in an Era of Unprecedented Advertisement." JAMA(2017).
14 Kentpharm.Co.Uk. (2017). "Kent Pharmaceutical Ltd." http://www.kentpharm.co.uk/about-us.html.

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Figure 1: Sales Revenue generation of Kent Pharmacy
(Source: 15)
Market share
Kent has significant market share in the Irish, British and International market. In the
international market, they have expanded their market share in U.S, Australia, and China.
However, market expansion highlights the growth of a business16. In the context of Kent
Pharmacy, they have covered a good proportion in the UK and International market.
Profit margins
15 Kentpharm.Co.Uk. (2017). "Kent Pharmaceutical Ltd." http://www.kentpharm.co.uk/about-us.html.
16 Pilon, Francois, Francois Pilon, Elias Hadjielias, and Elias Hadjielias. "Strategic account management as a value
co-creation selling the model in the pharmaceutical industry." Journal of Business & Industrial Marketing 32, no. 2
(2017): 310-325.

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In the year 2014 Kent pharmacy had acquired £58m. This is added to their profitability17.
However, their profitability was doubled in this year in comparison to the previous year. In the
year 2013, they had obtained £32.5. Hence, from this financial data, it has been proved that their
profitability margin was good in the year 2014 than the year 201318. This ensures the good
performance level of this organization in the UK market. Due to the high-profit margin on Kent
Pharmacy, it was acquired by DCC healthcare business, which is a listed group, headquarter in
Ireland.
Costs
Kent Pharmaceutical Ltd. has been facing high cost in their business operation like the
cost of infrastructure management, employee management, and product management. However,
it is crucial for a business to cut the operation cost to increase the profitability in the business19.
Hence, for Kent Pharmacy it is crucial to reduce their high operation cost by managing each area
of the business properly.
Marketing research information
Marketing research information includes customer information, target market information
and competitor analysis20. However, it is important for the Kent Pharmaceutical Ltd to carry out
a proper market analysis to understand the customer base and the competitor's position. In the
17 de Wilde, S., D. Coppens, M. L. de Bruin, H. G. Leufkens, H. Guchelaar, J. Hoekman, and P. Meij. "133-
Decision-making on marketing authorization of Advanced Therapy Medicinal Products in the European
Union." Cytotherapy 19, no. 5 (2017): S85
18 Kentpharm.Co.Uk. (2017). "Kent Pharmaceutical Ltd." http://www.kentpharm.co.uk/about-us.html.
19 Burmann, Christoph, and Christopher Kanitz. "Brand Architecture within the Pharmaceutical Industry." In The
Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World, pp. 570-579. Springer,
Cham, 2017.
20 Balmer, John MT, John MT Balmer, Weifeng Chen, and Weifeng Chen. "Corporate heritage brands augmented
role identity and customer satisfaction." European Journal of Marketing 51, no. 9/10 (2017): 1510-1521.

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Context of Kent Ltd, they need to offer high-quality product at low price as it is the current
market demand. On the other hand, the base of the competitors is strong as they utilize the
technology to cut the operation cost. Hence, it is crucial for Kent Pharmacy to adopt modern
technology to reduce the operation cost.
Marketing mix
The product is a crucial part of any organization as the success of a business is
associated with its product features21. Kent Pharmacy offers generic medicines. They distribute
medicine for analgesics anti-infective, respiratory and cardiovascular problem. Such range of
products is helpful for their target market that middle aged to old aged people with a respiratory
disease and cardiovascular disease is very common in this generations. On the other hand, the
competitors of this organization also produce the substitutes of these products, which may bring
a big threat for this organization. The place is another important element of the marketing mix.
Kent Pharmacy sells their product in Britain and Ireland in UK. However, the competitors of
such organization also sell products in Britain, which may generate a huge competition.
Selection of proper pricing strategy is crucial for the Pharmacy22. However, Kent
Pharmaceutical Ltd follows premium pricing as they offer a high quality product. However, they
often provide a discount to their permanent customers, which makes them unique as their
competitors do not provide any discount. Business promotion can be done by using digital
21 Mailankody, Sham, and Vinay Prasad. "Pharmaceutical Marketing for Rare Diseases: Regulating Drug Company
Promotion in an Era of Unprecedented Advertisement." JAMA(2017).
22 Lind, Johanna, Sofia Kälvemark Sporrong, Susanne Kaae, Jukka Rantanen, and Natalja Genina. "Social aspects of
additive manufacturing of pharmaceutical products." Expert opinion on drug delivery 14, no. 8 (2017): 927-936

13MARKETING MANAGEMENT
marketing in the recent years23. In the context, of Kent Pharmaceutical Ltd, they focus on the use
of social media marketing to promote their business via online in the customer domain.
Social media gives a good platform to this organization to communicate with a large
population belong from the different geographical region. Facebook, Twitter are the main tools
that are used by this company in business promotion. In order to develop the skill of the people,
Kent Pharmacy carries out an analysis of the current staffing needs. This helps them to identify
the issues in staffing. This recruitment strategy enhances the quality of the staffs. Training is
essential to improve the staff skills24. In the context of Kent Pharmacy, they provide 15 days
training after the joining of the employees. Enhancement of the training period will be helpful for
such organization to develop the staff performance.
Part 1: Task 2
Kent Pharmaceuticals Ltd is one of the largest medicinal drug manufacturers in the
United Kingdom and has over thirty years of experience and specialist expertise in producing
generic drugs of high quality and parallel imported pharmaceutical products. The company has a
large client base that is comprised of patients from all different age groups and are the biggest
drivers of the organisational operations of the company.
Kent Pharmaceuticals have also become a major partner for the NHS scheme of the
country and are aimed to bring further enhanced and more integrated healthcare benefits for their
patients and every other person who is involved with the organisation. The most important
23 Gummesson, Evert, and Evert Gummesson. "From relationship marketing to total relationship marketing and
beyond." Journal of services marketing 31, no. 1 (2017): 16-19.
24 Pasquier, Martial, and Jean-Patrick Villeneuve. Marketing management and communications in the public sector.
Routledge, 2017.

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customer groups of the company are the elderly and the middle aged adults. The company offers
a range of products that are supposed to help the customers who are suffering from a vast array
of health issues. These two specific patient groups are the most difficult to take care of that as
patients from these two groups can be highly volatile and sudden and fatal issues may face the
patients which need to be taken care of as soon as possible. Kent has to keep researching and
constantly develop new drugs or innovate on the existing ones so that the changing forms of the
diseases can be challenged and the patients are given the right kind of treatments and medicines
that they require.
Managing the relationship with the customers and retaining them with continuously
evolving marketing strategies is vital for the longevity or survival of any organisation in any
industry. If an organisation becomes static and does not employ new, creative or innovative
marketing tactics, then that organisation would gradually become obsolete in the industry and
would be overtaken by the peers or other competitors, which would mean that the organisation
would fall behind and eventually shut down25.
To make sure an organisation is relevant in the industry and is evolving according to the
industry requirements, a number of different market campaigns and marketing strategies can be
used which help the operations of the company to adjust according to the needs of the customers.
Regular communications with the customers and nurturing the established relationship are key
aspects and sides of the operations of the organisation and Kent Pharmaceuticals put a lot of
focus on this function of the company, identifying it as a pillar of the organisation26.
25 Armstrong, Gary, Philip Kotler, Michael Harker, and Ross Brennan. Marketing: an introduction. Pearson
Education, 2015.
26 Hollensen, Svend. Marketing management: A relationship approach. Pearson Education, 2015.

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Relationship marketing, RM, as a marketing strategy arose in the 1990s, as an alternative
tactic to the previously used transaction marketing approach. Even apart from over the counter
drugs and medicines, Kent also provides their products and services to out of chamber doctors
and even patients in prisons. Kent pharmaceuticals is facing the same issues as the global pharma
market itself, which is characterised by an increased population of aged customers, who are
consuming more and more prescribed drugs; government policies and other healthcare reforms
are increasing the amount of prescribed drugs by the doctors and manufacturing of more generic
pharmaceuticals with a strong growth projection for the same type of drugs; a stable demand and
pricing pattern for the products; creating entry barriers through product licensing and only
allowing the government sanctioned companies to manufacture the products; a highly
fragmented market industry, that creates a high chance for acquisition.
The United Kingdom pharma market is still growing and a boom is anticipated in the
market that many pharmaceutical companies have identified as their key opportunity to increase
their market share or hold through enhanced sales and profit margins, that themselves will be
boosted by new and creative modes of marketing strategies. The impacts of the changes in a
legislative level, economic downsizing and increased competition of the manufacturers of the
generic drugs have significantly affected the pharmaceutical market and the companies all have
had to change their marketing strategies accordingly. With the rise of the service sector across
the planet, a higher and more profound emphasis was given to relationship marketing27. Service
sector required the business owners to increase communication and interactions between the
customers and suppliers of the organisations and it was being increasingly understood that the
27 Papasolomou, Ioanna, Philip J. Kitchen, and Michael Christofi. "Internal marketing under disguise: Misplaced
application." Journal of Customer Behaviour 16, no. 1 (2017): 5-18.

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methods of business to business marketing (B2B), for example customer account management,
are also relevant and applicable for consumer markets. In addition to these fundamental changes
in the industry, technological advancements, and a more directly market oriented approach
allowed for the business owners and the companies to communicate with the customers in a
more integrated and efficient manner. Transaction marketing approach mostly focuses upon
attracting the customers, on the other hand, relationship marketing strategy is more leaned
towards retaining the customers and producing organisational benefits from the communication
and relationship with the customers, like repeat business. Internal marketing is one of the aspects
of relationship marketing strategy and recognises the pivotal role that the employees play in the
achievement of customer satisfaction28. This requires adoption of marketing strategies and
tactics, techniques that help to achieve the satisfaction of the internal customers, i.e. the
employees. Marketing communications is often the most prominent of all the marketing
activities and provides information that relates to the decision making of the customers, informs
the organisation about the choices of the customers, the things and attributes to the difference in
perception of the customers and also impacts value perception of the customers among the
products that have many manufacturers.
With the rising focus on the need to provide the customers with quality goods and
services have made it also necessary to understand and satisfy the needs of the employees.
Internal marketing is a strategy that views the employees as internal customers and it is an
absolute requirement to fulfil their needs so that they can carry out their respective roles and
28 Arnett, Dennis B., and C. Michael Wittmann. "Improving marketing success: The role of tacit knowledge
exchange between sales and marketing." Journal of Business Research67, no. 3 (2014): 324-331.

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responsibilities meeting the highest standards29. The core objectives of internal marketing have
been identified as attracting, developing, motivating and retaining the skilled employees.
Employees who are in the service sector are important for the business organisations because
they are perceived by the customers as the people who represent the service, are the organisation
itself, the brand and the ones who market the services. Even though the notion of internal
marketing was developed in the literatures of service marketing, it has now been in widespread
use in all types of organisations.
Internal marketing is a set of strategies that are focused upon managing the organisation’s
human resources through a marketing perspective. It seeks to provide quality services to the
external customer. There are two basic ideas that form the base for the concept of internal
marketing. First, there are customers for every employee of the organisation, and, secondly, the
internal employees must be happy with their jobs and roles before they can effectively provide
satisfying services to the external and final customer. The employees are viewed as both
providers and users of the internal services and the organisation has to make sure that all of their
employees are working together being committed to a singular goal, if the external customers are
to be kept happy and satisfied30. The internal marketing approach is based on three elements:
assuring the customers on the availability of the services; interactive marketing, where the
promise that has been made to the customers is delivered; and internal marketing, where the
29 Kaurav, Rahul Pratap Singh, Justin Paul, and Nimit Chowdhary. "Effect of internal marketing on hotels:
Empirical evidence for internal customers." International Journal of Hospitality & Tourism Administration 16, no. 4
(2015): 311-330.
30 Christopher, Martin, Adrian Payne, and David Ballantyne. Relationship marketing. Taylor & Francis, 2013.

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organisation makes sure that the promise is delivered through effectively keeping the employees
happy. Internal marketing has been extensively used to improve the quality of the services31.
Kent Pharmaceuticals aims to use internal marketing as the key strategy that is to be
adopted so that the quality of the organisational services that are provided can be improved and
the customers can be retained for longer periods by meeting their requirements totally. The
internal compensation and rewards policies are supposed to be completely overhauled, with extra
focus on the changing employee requirement that is itself a dynamic issue and Kept aims to
fulfill those changed requirements. The organisation is going to employ a committee that would
research and report to the senior management regarding the needs, expectations and preferences
of the internal customers. The senior authorities aim to establish a more integrated relationship
with the internal employees and, together, create an operations process that would ensure smooth
delivery of the services and the products to the customers. Despite this theory being more
applicable to the service sector, Kent is optimistic that this strategy would be immensely
beneficial for the company because medical service is one of the most widely used services of all
and the products of the company aims to facilitate exactly in this aspect. The rewarding strategy
of the internal operations will be adjusted accordingly, so that the employees can all be made to
work together and move towards a common goal: that is to provide the best service to the
customers. Segmentation and targeting the specific internal customers and their needs is
something that Kent must do as the first step that would help the management understand what
tasks are they supposed to do to ensure maximum internal customer satisfaction32. To establish
31 Peck, Helen, Martin Christopher, Moira Clark, and Adrian Payne. Relationship marketing. Taylor & Francis,
2013.
32 Samaha, Stephen A., Joshua T. Beck, and Robert W. Palmatier. "The role of culture in international relationship
marketing." Journal of Marketing 78, no. 5 (2014): 78-98.

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and develop the relationship and communications with the employees, Kent needs to ensure the
management is more flexible and approachable so that the employees can actually approach
them in case they have something they want to convey to the senior authorities.
Part 2
Scoping Proposal
Proposed focus for EBI
The focus of this Evidence-based inquiry is to understand the marketing management in
the context of Kent Pharmacy Ltd. However, it is important to set a specific goal for the every
research33. In this study is based on the pharmaceutical environment. However, identification of
the market position, target customer, consumer behavior and competitors is the main purpose of
such EBI. On the other hand, the current market position of such company will be stated in this
EBI. This will help to get a transparent idea regarding the current pharmaceutical environment in
UK. On the other hand, this proposal of EBI focuses on the different marketing elements of the
Pharmacy. This study will reveal the current needs of the consumers in the pharmaceutical
industries. However, the hidden issues in Kent Pharmacy will be highlighted in this EBI that
will be helpful for such organization to develop a necessary solution for such problems. Such
evidence-based inquiry will reveal the statistical data regarding the profit margin and sales
revenue of Kent Pharmacy.
Ways to make important stakeholders aware
33 Kaplan, Warren, Nikolina Boskovic, Daniel Flanagan, Serafina Lalany, and Chia-Ying Lin. "Pharmaceutical
policy in countries with developing healthcare systems: synthesis of country case studies." In Pharmaceutical Policy
in Countries with Developing Healthcare Systems, pp. 405-430. Springer International Publishing, 2017.

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Development of the strategies in the marketing will be helpful for the stakeholders to
enhance their knowledge in marketing34. This EBI includes in-depth knowledge regarding the
marketing. In this EBI marketing mix and Pestle analysis has been carried out, which will be
helpful for the stakeholders to create awareness among the stakeholders. Such marketing
strategies improve the existing knowledge of the stakeholders that creates an interest among
them, which lead them to be aware of the EBI. On the other hand, from this EBI the current
issues in the marketing will be identified that also create awareness among the stakeholders.
However, such stakeholders will get an idea about the current issues in the marketing. On the
other hand, they get knowledge about the possible solution regarding the issues, which also
makes them aware towards the marketing. Such marketing tools will be helpful for the
stakeholders to develop themselves personally and professionally. On the other hand, the market
research analysis process based on the product, price, promotion, and people will be beneficial to
create awareness among the stakeholders regarding the marketing.
Area of management theory chosen and its justification
The management theory that has been chosen to enhance the operations of the
organisation is internal marketing model, which views the employees as internal customers, who
avail the internal sources of the company. This model has been chosen simply based on the cause
that the success of any organisation depends on the satisfaction level of the employees. If the
employees are not happy about their job and do not relatre to the organisational goals, then it is
hard for the company as a whole to achieve its objectives35. The internal operations of Kent are
34 Huda, Kazi Nazmul. "Measuring the Impacts of Quality of Work Life Indicators on the Marketing Representatives
of Pharmaceutical Industries." Bangladesh Pharmaceutical Journal 20, no. 1 (2017): 46-53.
35 Gummesson, Evert, and Evert Gummesson. "From relationship marketing to total relationship marketing and
beyond." Journal of services marketing 31, no. 1 (2017): 16-19.

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going to be changed so that a better communication between the senior management and the
employees can be established and developed, so that the company can function as a singular
entity. The change in the management model aims to improve the internal customers’ satisfaction
level to make sure that the final customers are given a better quality of services36.
The evidence used to support the cycles of inquiry
The evidences that are to be used as a support for the inquiry cycle are empirical data of
the different industries and companies that use internal marketing as a tool to boost the
performances of the company and increase customer loyalty with aims to retain the customers.
These data are going to provide the support that the management of Kent Pharmaceuticals will
be needing to implement internal marketing to propel the operations of the company. The theory
that is to be adopted by the pharma company will be given the justification by the operational
evidences of other companies that have successfully employed internal marketing because
statistical data is the most promising proof of any theory37. It is vital in this part of the survey to
make sure that the other companies understand the purpose for the survey and extend their
cooperation so the company in question, Kent, can have the most amount of data to research and
analyse. Making the sample size bigger only entails that the research will be more in-depth and
simultaneously is more guaranteed to be more precise, giving better and correct results.
Collecting the evidences
36 Gentry, James W., Gerrard Macintosh, Jeffrey J. Stoltman, and Keith Wilson. "Implications of the trend toward
relationship marketing for experiential learning." Developments in Business Simulation and Experiential
Learning 21 (2014).
37 Gummesson, Evert. "Total Relationship Marketing Renewed." (2017).

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Kent Pharmaceutical Ltd. is going to conduct wide scale surveys that would take the
examples of a number of companies and organisations across various industries and compare the
data of operations, sales and profit levels of the companies that use internal marketing and the
organisations that do not. Collection of evidences can often be a very tricky thing to do and
hence it would be necessary to remember that the collected data includes every aspect which are
the requirements of the factors that are the premise for the survey in the first place. This would
give a comparative knowledge and enable the company to understand if the companies that are
using internal marketing in fact do generate better results than the others who do not, and if the
answer is positive then to what extent38. The senior management board can analyse these results
and identify the key factors that contribute the most to the success of internal marketing and, in
turn, boost the sales of the company through making sure that a loyal customer base is created by
providing them with the highest quality products and services so that they are willing to stay and
keep availing the services of Kent. The committee that is going to be appointed by Kent will be
performing within the legal laws of the country and would have access to the sales data of the
chosen companies so that the evidences for the adoption of internal marketing is hastened.
Keeping track of the reflections
While conducting a survey and assessing the gathered data is of paramount importance
for the selection and implementation of an appropriate theory or model, it is of equal importance
to make sure that the results that are being generated in every stage of the survey are being kept
track on. Keeping a synchronised log and a proper tracking can help the senior management and
the authorities to understand whether the survey is going towards the direction which was
38 Samiee, Saeed, Brian R. Chabowski, and G. Tomas M. Hult. "International relationship marketing: Intellectual
foundations and avenues for further research." Journal of International Marketing 23, no. 4 (2015): 1-21.

23MARKETING MANAGEMENT
initially intended, and if not then what are the deviations and what the factors that are becoming
the restraint for the same. It can also help the survey personnel to identify the key aspects that are
going to be the most impactful areas for the theory to be successfully used within the
organisation and then plan in accordance so that these more significant factors can even heighten
the results of the model that is being used39.
Resources for the plan and the need of EBI
The resources that are going to be used for this purpose are the annual reports of the
different companies within the country itself ranging from their sales reports, profit reports and
the operational spans as well as the scopes and entire functioning of the organisations. These
resources will be matched with the data about which of the organisations use internal marketing
as a definitive tool to enhance the internal operations of the company and what are the key
factors that help the internal market to be successful40. The data would be sure to give definitive
answers regarding the effectiveness of internal marketing and the magnitude of the strategy as a
significant booster of the performance of the employees, as well as their satisfaction level and
help to assess whether job satisfaction is indeed positively correlated to better job performances.
EBI is going to be of much help in this case, simply because of the nature of this particular
survey project. If the answers are tried to be found based on the evidence that is available,
charting out a clear and concise path becomes much easier.
Timeline for the EBI
Main activity 1st week 2nd week 3rd week 5th week 7th week
39 Sheth, Jagdish, and Jagdish Sheth. "Revitalizing relationship marketing." Journal of Services Marketing 31, no. 1
(2017): 6-10.
40 Baker, Michael J. Marketing strategy and management. Palgrave Macmillan, 2014.

24MARKETING MANAGEMENT
and 4th
week
and 6th
week
and 8th
week
Identify the
targeted areas
and the
internal
customers
Implementatio
n the effective
strategies as
per the
recognized
requirements of
the employees
Monitor the
implemented
strategy
Changes if
required
Finalise the
plan and
strategy and
execution of the

25MARKETING MANAGEMENT
task
Conclusion
The entire study is based on the marketing management in the context of Kent
Pharmaceutical Ltd. However, this is a leading pharmaceutical of UK. This current study reveals
the marketing elements that are associated with a better marketing approach. Both internal and
external environmental analysis has been carried out in this report. Therefore, for external
environment analysis macro and micro environmental analysis has been adopted. For the Macro
environmental analysis, the political, social, economic, legal, technological and environmental
factors are analyzed based on the business environment of Kent Pharmaceutical industry. On the
other hand, the micro environmental analysis includes competitor analysis. For the internal
analysis marketing mix model has been used, which give a clear idea about the product,
promotion, price and people in the context of Kent Pharmaceutical Ltd.

26MARKETING MANAGEMENT
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Appendix 1
Describe what you know about your organization's customers?
As a manager of Kent Pharmaceutical Ltd, I have developed a clear idea about the
customer's needs and demand. However, it is important to provide a high quality of products at
the low price to the customers. This is the basic requirements of the customers in the
Pharmaceutical industry.
What are some benefits they expect from your goods and/ or service?
The customers of Kent Pharmacy want some benefits from the goods and service include
good quality medicine with no side effects. However, the customers prefer to get the product at a
reasonable rate, which will be helpful to reduce their health issues. Apart from this quick service
is another demand of the customers.
How do you would you contribute to these benefits as a manager?
As a manager, I want to improve the manufacturing process of the drug in order to
improve the product quality by incorporating new features. On the other hand, it is important for
me to improve the logistics of production, supply chain management and distribution process of
the products as the customers will be able to get quick service.
How do you characterize your organization as a customer (i.e., as a purchaser of goods and
services)?

31MARKETING MANAGEMENT
As a purchaser of the goods, I would like to characterize my organization as a good
pharmacy for its high-quality product and quick distribution. These two phases of the marketing
are effective in the context of Kent Pharmacy.
What examples can you identify of expected ‘benefits’?
The expected benefits include the availability of the medicine of Kent Pharmacy across
the UK by its strong distribution channel. On the other hand, improvement in the manufacturing
process will be helpful to offer high-quality drug. Apart from this cutting of the operation, the
cost will reduce the cost of the business, which also leads the organization to adopt low pricing
strategy.