Marketing Essentials

This presentation provides an overview of marketing essentials, including the importance of marketing in a company, the process of creating a marketing plan, and the analysis of external factors using the PESTLE model. It also covers the SWOT analysis of Coconut Bliss, a case study, and the STP process and elements of the marketing mix.

Marketing Essentials

Executive summary
Marketing is the positive activity in the company. Selling
is the process through which company start their career
in competitive environment. It is the type of umbrella
which protects from the negative impacts arise from the
external factors. It is the marketing tool which helps to
identify the needs of the potential buyers.

Marketing plan
• Making marketing plan is necessary for an organisation
to effectively do all business activities.
• For making a marketing plan analysing external and
internal factors of the organisation is necessary.
• External analysis can be done for Coconut Bliss by
PESTLE model.

PESTLE

PESTLE External analysis-
Political factors-
• The cited company follows all the rules made by the
government for the welfare of public. Currently political
environment of the organisation is good. They are
politically stable in the country.
• All the changes and new policies made by government
are covered under political factors.
• Company needs to be updated with all the changes to
implement in the business. Fast implementation will give
fast results.

Economic factors-
• Coconut Bliss creative ideas to sustain and be stable in
uncertain economy (Brady, 2014).
• Economic conditions are never certain they always
change with time.
• Company needs to use all its strengths to fight and cope
with this uncertain economy. Uncertain economy is not
easy to handle.

Social factors
• The organisation fulfils all its social responsibilities. It is
necessary to fulfil responsibilities to be in the society.
Now customers also wants the company to fulfil its
responsibilities towards the society.
• This also makes the customers satisfied and gain the
attention of many consumers towards them.
• Tastes and preferences of customers also changes with
time. Company needs to understand their customers to
meet their preferences and demands.

Technological factors- There are many new and innovative
technologies that come in the market from time to time. It makes
the work company more easy. Coconut Bliss uses many new
technologies to make their products and services.
Legal factors- Changes in laws and legislations include in legal
environment. Legislation always have some effect the business
operations of the company. Company needs to be updated with
all new legislations that are being made to implement the same in
business operations

Environmental products-
• In today's world environment needed to be saved and
secured by the companies. Coconut Bliss uses
environment friendly techniques in their working to make
safe and secure environment.
• This will also make the customers satisfied because they
are tensed for the environmental conditions in the world
(Lilly, 2014).
• Using environment friendly techniques will definitely
make the customer satisfied.

SWOT

SWOT analysis Internal analysis-
Strengths- Currently the Coconut Bliss has many strengths. They
have strong brand name which is strengthening day by day in the
market. They make customer satisfied by offering them many
types of flavours with full of sweetness (Muralidharan and Neha,
2013). They make new products for their customers from time to
time.
Weaknesses- Coconut Bliss also has some weaknesses. There are
very fewer numbers of employees working in the company. This
weakens the performance of the company.

Opportunities- There are many opportunities which can expand
the business of cited organisation. They can provide diversified
products to their customers (Muralidharan and Neha, 2013). They
can also increase the number of their skilled employees to make
their performance better.
Threats- The main threat to cited company is of their
competitors (Pike, 2015). The company faces very high level of
competition in the market among their competitors.

Marketing plan for the Coconut Bliss-
Marketing plan for the cited company can be efficiently made by
the STP process. This process includes:
Segmentation- The company should make range of their
customers like according to age or by their locality.
Targeting- Customers which are targeted should get some
quality services like home delivery services.
Positioning- In this process the cited company will provide
specific products to their customers according to their
segmentation or by their specific demands.

Marketing Mix
Product: product is the main evidence of the organisation which
requires the best effective process making target plan. To get customer
attraction they require the best effective process making task. Along
with that, product should be in or having quality for making good task.
Prices: in order to get the buyers' attraction company needs to adopt
the best pricing strategies to convert into opportunity. Moreover, before
setting their own prices coconut needs to analyse outsiders prices level.
Promotion: Promotion is the best productive element of marketing
plan without company cannot making product effective and
challenging.

Place: Place is the another factor of marketing mix it creates
healthy relation with the organisation. Coconut bliss needs to
provide product and services at various levels at different levels.
Process: Process is the another effective making process, this
includes the process of product flow from manufacture to end
consumer. This must be proper without any delaying.
Physical evidence: this element refers to services which
company provides with the product to attract customer attraction.
This must be more effective when company offer some extra
benefits for buyers. For example: company should provide
discount in summers to grab the customer attraction.

Strategic Marketing plan
 Without strategic marketing plan company doesn't
accomplish their marketing goals.
 Marketing mix elements has been used for making
marketing plan. Besides, Pestle analysis helps to measure the
external environment of making better strategic marketing
plan.
 SWOT analysis helps to evaluate company strength and
weaknesses for getting new opportunity.
 This overall guidance helps company to accomplish
objectives of marketing plan as well as marketing mix.

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