Basic Marketing Plan for an Organisation

Marketing Essential

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Key roles and responsibilities of the marketing functions................................................3
P2.Way in which roles and responsibilities of marketing in respect of organisational functions
................................................................................................................................................6
TASK 2............................................................................................................................................8
P3 Comparison of marketing mix of IKEA and ALDI..........................................................8
TASK 3..........................................................................................................................................12
P4 Produce and evaluate basic marketing plan for an organisation.....................................12
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing can be defined as the process which is significant for functioning of operations
and management. This is paramount procedure which comprises distribution, production,
promotion and allotment of services and products in order to earn more consumer. By selection,
development, identification or selection procedure which helps in setting the strategy and
distribution channel, this strategy can be conducted (Asaduzzaman, Hossain and Rahman, 2014).
This is fundamental for enterprise consumer for informing individual in regard of commodity
features as well as influence USP for persuading buyer to make purchase decision. In the recent
era, this has become more fundamental to coordinate strategies of distribution as well as
promotion.
This report will focus over various aspects of marketing essential in context of given
organisation. It will assess a proper marketing report on IKEA that is one of Dutch based
Swedish founded company which render kitchen appliances, furniture as well as home
accessories. For this purpose, various responsibilities and roles in internal as well as external
working environment will be evaluated. Henceforth, after analysing these, proper development
of marketing plan will be prepared in regard of services and products of organisation.
TASK 1
P1 Key roles and responsibilities of the marketing functions
Marketing can be considered as the procedure of interesting clients and consumer in their
services and products. This is a huge concept which avail in retaining and attracting a growing
level of satisfied clients. As IKEA is a large organisation that sales their commodities in
international market, this is significantly concerned with requirements of serving many
individuals. Marketing process can help in seeking consumer segments through proper marketing
research of external and internal environment of company (Which are the 7P's of Marketing?,
2016). The company has always been concerned about client's choice and demands according
which they provide practical, beautiful and low cost furniture products and home appliances. In
highly competitive business environment, aiming over consumer needs which can render proper
edge to company. IKEA opt the consumer-driven strategy of marketing which can help them in
considering numerous elements. For this, they target their market, build loyalty, opting feedback
of consumer as well as gaining referrals that can help in setting consumer.
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Marketing concept is fundamental for development of an enterprise in competitive
industry so as IKEA. There are numerous activities which a company organise for proper
evaluation as well as better service quality in significant style. Marketing can be considered as
the operational and promotional activities that are implemented to promote products as well as
enlarging products and services (Clow and James, 2013). As per the definition of American
Marketing Association, 'Marketing is activity, institution designing procedure, distribution,
interaction as well as offering deals i.e. valuable for partner, clients, consumer as well as society
on mass level.' This is essential for IKEA to accumulate data of marketing concept basic to
accumulate information related to this. Here are mentioned some of the major marketing
concepts:
CONCEPT OF MARKETING: Marketing concept is based on five major elements i.e.
explained as below: Product Concept: This is based on the organisation's operation in which this is claimed
that clients majorly prefer available and inexpensive services render by organisation. Product Concept: Consumer make purchase decision for those products that deal with
quality, favourable performance as well as creative features. This claims that consumer
are more dedicated for those companies which offer wide varieties of services at one
place. Selling Concept: This concept is based on marketing that claims that more advertised
products has more sales in comparison to non-promoted. Marketing Concept: It is stated that through branding and strengthen company's
recognition, organisation can attract more buyers as consumer prefer credible
organisations.
 Societal Marketing Concept: It is claimed in this concept that despite of selling service,
organisation should aims over behaviour of target market as well as their interest.
IKEA operated marketing as the major tools of disseminating their commodities and
activity's information to their public. Here are briefly explained marketing functions i.e.
explained as below: Product Development: Organisation evaluate market trends and consumer demands in
order to produce commodities according to new scenario. The process of product
development is undertaken in regard of achieving consumer's attention and sustaining in
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