Comparative Analysis of Marketing Approaches

The assignment provides a comprehensive study on comparative marketing approaches in different sectors. It includes case studies and research papers on topics such as local tourism governance, buyer-supplier relationships, social media marketing, and strategic marketing planning. The document also covers essential concepts in marketing, including customer relationship management and services marketing.

Marketing
Essential

Table of Contents
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
P1 Roles and responsibilities of marketing functions.................................................................1
P2 Roles and responsibilities of marketing that wider organisation...........................................3
LO2..................................................................................................................................................5
P3 Marketing mix of Wilkinson..................................................................................................5
LO3..................................................................................................................................................9
P4 Evaluate marketing plan of Wilkinson..................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Market is the place where all the buyer and seller purchase and sell products or services
with each other. It is important for selling, promoting, producing and advertising the services or
products in the market. Marketing is essential to increase its reputation and expand the business
branches. It helps to identify valuable customers and maintain relationship with them. The
company should fulfil its customers needs and wants in an effective manner. The products can be
innovated into different style and distributed among potential buyers. The company needs
advertisement channels to enhance its products selling. Wilkinson is high street chain which is
established in British and it sell home products like textiles, cleaning goods, pet foods,
stationary, chocolate items, kitchen appliances and bathroom products (Wei, 2010). The
company was founded by James Kemsey in 1930. In UK, it has approx 350 stores are running.
The purpose of this project report is to understand the roles and responsibility of function of
marketing. The market planning can be implemented on the marketing mix and helps to achieve
business goals and objectives. It also analyse how to expand its organisation functions in the
market.
LO1
P1 Roles and responsibilities of marketing functions
Marketing is the activity which serve goods and products to their potential customers. It
includes marketing research, develop new strategies and plans that creates reputation and status.
It helps to promote and advertise its modified and changeable goods and services. Marketing
provides new customers that buy products and seller build relationship with the regular
customers. It helps to attracts more and customers towards their products. There are some roles
and responsibilities of marketing functions are as under:
 Measure target market- The Wilkinson company set their target market to attracts more
valuable buyers. It measures the target customers who are willing to buy its products and
services which are in the market. The company evaluate those buyers who are interested
to purchase home products, kitchen appliances, pet foods and wash room products. The
products can be made for the demand or wants of the customers that helps to attracts
large number of customers (Webster and Lusch, 2013). They should expand its business
to increase in the number of buyer and also establish its branch in the rural areas.
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Marketing helps to measures and evaluate potential customer who are purchase needed
products and enhance the company's productivity or profitability in an effective manner.
 Processed new goods or services- Product should be developed and processed on
regular basis. It helps to change the design, shape, size and colour which like by the
customers (Smith, 2011). The company adopt new marketing strategies which focus on
its development plan, innovate new products, adopt necessary changes and develop
technology. Wilkinson company may follows the development strategies that help to
provides new technology in the market which attracts customers.
 Interpret organisation capability and weakness- The company can understand the
capabilities and weakness which helps to identify the growth process in the market. It is
important for an organisation to identify its strength, weaknesses, opportunities and
threats. The marketing helps to analyse the customers needs and wants that can evaluate
potential buyers. Wilkinson company has expand its business activities. The company
should serve home products, appliances, bathroom products and pet food that attracts new
customers.
 Identify market segmentation- It is important for the company to identify the market
areas and locations. Wilkinson company can evaluate the buyers needs and wants.
Organisation need to identify customers demand or services and also satisfy the want in
an effective way. As a company manager I also know the latest techniques that can be
operated by top management. It helps to evaluate the market which is divided into
different segments and provides same products with the other company.
 Creating sustainable competitive benefit- The company can maintain growth and
development to its customers which increases profitability in an effective manner. On the
other side company identify its tough competitors who match with standard. Company
should develop trust in the mind of customers which increase number of buyers. They
need to update and upgrade the technology that enhance number of customer.
 Establish environmental scanning for opportunities and threats- The environmental
factors are complex and difficult which identify opportunities which are coming during
the time. Also analyse threats that should be important to analyse the customers
segmentation (Robinson, 2012). The company can choose new technology which helps to
identify competitors and threats.
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 Develop management information system- The management information system based
on technical operation and it provides support to evaluate the new designs of processor in
an effective manner. It help to control or manage data which is essential for marketing
function and manager can also make decision in an easy way. The development of
management information system in an organisation is important because it helps in
scanning internal and external factors (Pike, 2015). It is expensive and also can not waste
time in small calculations.
 Examine buyers brand experience- Wilkinson need to examine the customers brand
and also provides experience for a particular product. The company should focus on their
customers demands that helps to examine products brands in an effective manner.
Organisation can establish new customers that increase its reputation and status which
need to attracts more buyers towards their products. They need to evaluate products
quality and quantity which develop trust in the mind of the customers. The company can
innovate their products design, shape, size and colour that increase number of buyers.
 Developing market plans- Wilkinson can develop its marketing strategies which helps
to increase its products quality and design. They need to identify marketing plans and
actions that have taken by the managers. As a manager, I need to develop essential plans
and strategies that help to enhance the growth which increases progress. It helps to
achieves goals and objectives in an effective manner.
 Evaluate research methods- Research methods help to collect or gather necessary
information and data which is necessary for the Wilkinson. They need to research the
whole market functions which identify the data or information of customers. The
company evaluate research methods which is important to provides new customers.
P2 Roles and responsibilities of marketing that wider organisation
Marketing means to manage and controls the function of an organisation and also analyse
the internal and external factors. It helps to evaluate new products and services which attracts
new customers in the market. It provides strong relationship with their buyers and build trust in
the mind of regular buyers (McGowan and et. al., 2012). The seller satisfy his customers needs
and wants and fulfil the demand in an effective manner. Marketing controls various functions
that includes production, distribution, management, human resource, handle accounts and
understand law. It attracts large number of customers towards product. The roles and
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responsibilities that analyse the marketing functions which is important to examine research data
or information in an effective manner. Organisation can maintain their data and budgets in long
term process with the help of management information system (Mangram, 2012). They need to
develop or implement marketing plan and strategies.
The marketing should be analyse on the basis of customers needs and helps to fulfil its
demand in an effective manner. As a manager, I need to scan environment on internal and
external basis and also evaluate strength, weakness, opportunities and threats. Wilkinson
company need to analyse roles and responsibilities of manager on their workers that they can
identify customers demand. There are many different department in the organisation that
includes financial, production, human resource and research & development.
 Marketing and Finance- It is important that finance are related to the marketing
functions. The organisation need finance to run marketing activities in an effective
manner. It help to execute programmes and campaign in the market which increase its
customers demand. The marketing is totally depends on finance which helps to manage
the activities and functions of the market. All the organisation has to increase its
marketing activities which depends on the financial cost. The company should maintain
and manage the marketing functions in an effective manner. For implementation of
marketing function, the company need huge finance to adopt these techniques or
technologies.
 Marketing and Production&Operation- Production and operation are totally depends
on marketing activities. Operational management helps to control business activities
which is essential to high its level of production. If company can not produce goods then
they can't sell their products in the market and not earn any profit. The production
department should produce quality made products which helps to attracts more customers
and their demand will be fulfil in an effective manner. Production need to improve
quality products which develop and innovate in an effective manner (Hays, Page and
Buhalis, 2013). It helps to control or manages the operational activities which helps to
evaluate some problems and issues. It need to adopt activities which are essential for the
marketing functions.
 Marketing and Research&Development- For the marketing, Wilkinson company need
to research its data and information with an effective manner. It helps to identify market
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where products or services would be sell and also segment the market with different
areas. The company can attracts large number of customers to increase its development
plans. It helps to evaluate that market which is suitable for their products and where they
adopt new strategies for covered new location (Greene, 2011). The company need to
introduce new products which research whole data and information of the potential
customers. Research and development need to measure all activities which help to
evaluate data or information related to the customer demand or wants.
 Marketing and Human resource- The human resource department control and manage
marketing function. They attract talented employees by the helps of marketing strategies.
The human resource manager should adopt different types of marketing methods which
needed to retain workers for long period of time. It help to achieve desired goals and
objectives that develop strategies and plans. The department manages its activities by the
help of marketing plans and scheme. They need to depends on marketing functions which
evaluate talented workers and retain them for more time period. Marketing is the process
which help to analyse the candidates who are perfect match for this job. As a manager, I
should retain new candidate who have skill and knowledge in a proper way.
LO2
P3 Marketing mix of Wilkinson
All component of marketing join together in an organisation which is known as
marketing mix. It helps to run the business in easy way and perform marketing activities that is
necessary to enhance in sell of product of the company. Wilkinson can create and change the
goods or services with the help of marketing mix. This is the major factor of marketing activity
that help to control work in an effective manner. There are some factors of marketing mix that
includes 7Ps are as follows:
 Product- The company provides house products such as electronic products, kitchen
appliances, pet foods etc. to the broad geographical area (Dibb and Simkin, 2013). The
company serve high quality goods and also satisfy the customers demands and wants.
Product is essential to introduce the new brand.
 Place- It is the important element in marketing mix in which company sell their
products and services. Organisation should provides services or goods that helps to
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show vision and mission of future time period. Wilkinson company can open the
branches in every location which increase its sale and attracts more customers (Cronin-
Gilmore, 2012). Its main focus is to provides quality goods which satisfy need or wants
of the customers.
 Price- The main element in marketing mix that provides price to the customers and sell
goods and services of an organisation. The price of the company is fixed that make
strategy in cost and help to decide price of each and every product with other rivals.
Government make some rules and regulation which fix the price of products. In the
company, there are strategies of price that should be adopted by the organisation with
compare to competitors. There are some strategies which are describe below:
Price packing- Wilkinson provides strategy which provides discount offers and it will
attract new customers towards their products. An organisation design that type of product which
keep save after the packaging. The customer take products or services to purchase the items.
Psychological pricing- An enterprise has offers different prices model, in which selling
rate is converted into odd values. It can adopt many other pricing strategies.
 Promotion- This is an important element of marketing mix because it include
some activities which promote its product by advertisement, newspaper, books
and journals. Promotional activities help to increase in sale of the products or
services. The company also give ads in the television which attracts more and
more customers in an effective manner. Some techniques of promotions that
includes sale online products, mechanise and advertisement. A demand of product
is increase by promotional strategies which help to increase in the product or
service values.
 People- Customers are the main element of organisation which provides success
and profit. It affects to the income level. Cited company is responsible for
provides best quality goods and services that helps to make sound environment in
the society (Claro and Claro, 2010). It help to enhance the services which is
provided to the employees that help in boosting their performance level.
Organisation has to conduct training and development programmes which
enhance skills and knowledge of the workers that directly affect to their
performance.
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 Physical evidence- It is important element of marketing mix which identify the
presence of goods and services in the market. Wilkinson company produce quality
goods or services and serve these products to their customers. It helps to operates
the functions and activities of the company (Biemans, Brenčič and Malshe, 2010).
An enterprise has to make best quality products that enhance profitability or
productivity.
 Process- It is an important element which perform business activities that helps to
attract more customers towards their product. There are some services which
attract buyers to purchase quality products. It helps to high the sell of products
and earn large profit. Its main element of marketing mix which helps to provides
process the production function in an effective manner. They can process their
goods or services in that way which help to manage or control activities or
function.
The comparison of 7Ps of marketing mix between Wilkinson and next PLC.
Basis Wilkinson Next PLC
Product An organisation provides
goods and services to their
potential customers and satisfy
needs or wants. It is basic
element of marketing mix for
organisation.
A company provides home
goods and there main focus is
to produce electric goods to
the clients.
Price The company adopted many
strategies such as cost
leadership and pricing
strategies. Price should be
fixed by the seller and serve
them it only in a particular
price.
The pricing of strategies used
to adopt competition and price
of an organisation.
Place The main purpose of company
is to provide goods and
Distribution of channels to
their buyer that easily reach
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services in each area. They
need to open stores in broad
location.
the goods and services.
Promotion Wilkinson company adopt
many strategies such as
advertisement, promotions,
marketing and direct
distribution. It helps to
promote goods or services
with adoption of marketing
strategies in an effective
manner.
The company organise its
marketing strategies that help
to build good image in the
mind of customers. It provides
advertisement and also does
online publicity to their
products.
Process Some important element
includes products innovation,
adopt new goods, and focus on
best quality products which
attracts more customers in an
effective manner.
An enterprise have some
different techniques or tools
which helps to increase its sale
of products or services. It
provides new buyers which are
purchase innovative goods or
services.
People The company has to maintain
its customers satisfaction
which help to provide best
quality products or services.
They need to focus on their
general people which enhance
sale of quality products in the
market.
Next PLC produces electronic
products in an organisation.
They segment different age of
people which includes cameras
and video games, television,
refrigerator and many other
electronic products.
Physical evidence An enterprise provides various
elements which includes best
quality products,
In an organisation, the
electronic products needs to
sale innovative goods and
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infrastructure, maintenance,
store keeping and which help
to enhance profit and increase
productivity of the company.
services that helps employees
to purchase services to the
other company.
LO3
P4 Evaluate marketing plan of Wilkinson
The marketing plan ensures to operate and generate activities which help in achieving
target goals and objectives. The marketing plan helps to identify current position of an
organisation. The research method is adopted by the managers who helps to reach goals and
objectives in an effective manner (Beaumont and Dredge, 2010). They need to analyse the
customers needs and wants and try to fulfil their demand in given time period. There are some
planning process which describe as under:
Executive summary- Wilkinson analyse the marketing plan, its vision and mission,
goals or objectives of an organisation. Summary means to collect or gather all necessary
information which are related to the segmenting the market areas and its customers in an
effective manner.
Company overview- In the company overview, the information which are necessary to
know such are location, area, phone number, email id etc. There are some data which helps to
attracts more customers with their company profile. Wilkinson is the largest retail company that
provides pet food, kitchen appliances, bathroom products, electronic products and grocery items.
There are some sources which sell products and services in the market. It help to attract more
customers in an effective manner.
Background and development- Wilkinson turnover price is more than their
competitors. It help to adopt new strategies which satisfy the need of customers towards their
goods or services (Archpru Akaka and Chandler, 2011). The company has manage and control
all necessary production which need good resources to produce products.
Current situation- It is the largest company which serves many types of products such
as kitchen appliances, pet food, household products etc. to their customers in different
geographical area. The company should focus on their current and existing customers demand
and satisfy their needs or wants in an effective manner.
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Situational analysis- The company has to analyse their internal and external
environment which is operated and managed by their managers. It helps to increase its sale and
earn high level of profit that attracts large number of customers towards their products (Aitken
and Campelo, 2011). It is important to analyse the internal and external factors to evaluate
customers needs or wants.
Internal analysis- By this analysis, company need to evaluate internal factors that affects
the profitability and productivity level. Wilkinson company can identify the internal skills and
knowledge which help to gain extra income through its products.
External analysis- It is very important element which run business in smooth way and
also identify different factors such as political, economical, legal, technological, social and
environmental. It directly affects the operational activities in an effective manner.
SWOT- The swot analysis help to identify organisational strength, weakness,
opportunities and threats which are internal sources. This helps to enhance the production and
profitability with their innovative products and it enhance performance level of employee. The
opportunities and threats are different from each other than they try to evaluate functions of an
organisation that affects directly on its marketing planning.
Strengths Weakness
Opportunities Threats
Strategies of market- Wilkinson focused on their quality products which help to analyse
the people in different sectors and segment every person in their income standard.
Target- The company main target is to provides best quality goods or services which
help to fulfil the needs and wants. It need to build product image in the mind of customers.
Budget- An organisation has prepare its budgets which evaluate each activity and
function in an effective manner. It totally based on revenue and income data of company.
Control- An enterprise need to achieves its goals and objectives that help to managed or
controlled each and every activities of marketing and also develop new strategies.
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Segmentation- Company need to identify market segmentation which provides separate
location in which seller can attracts its buyers towards their products or services. It helps to
identify valuable areas where they can find out potential customers in an effective manner.
CONCLUSION
As per the report it can be concluded that market activities and functions is important for
the company. There are some roles and responsibilities of marketing functions which are
discussed in this report. Other function that is marketing mix which increase the sale of products
in the market. Also compare the 7Ps of marketing mix of Wilkinson and Next PLC are exist in
the file. The report analyse that without marketing activities, an organisation can not run the
business in an effective manner. It helps to run the business in a long way. A marketing plan of
company can be discussed in the project report. The environment analyse the internal and
external factors in effectively and efficiency manner. According to this report, the company
evaluate the roles of marketing department.
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REFERENCES
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