Marketing Plan of Wilkinson : Report

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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