Marketing Strategy and Mix Analysis

The given assignment involves analyzing different marketing strategies and mix as per various research papers provided in the reference list. The assignment requires the student to identify key concepts related to marketing strategy and mix, such as market orientation, marketing mix capability, and their relationships with firm performance. It also includes a study on how social media firms shape internet censorship strategies in post-communist countries, and an analysis of the risk-adjusted return potential of integrating ESG (Environmental, Social, and Governance) strategies into emerging market equities.

Marketing Essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
P1 Description of the Roles and Responsibilities of the Marketing Functions......................1
M1...........................................................................................................................................4
P2. Ways through which responsibilities and Roles of marketing functions are related to the
organisation of wider level.....................................................................................................4
M2...........................................................................................................................................6
P3 Comparison of marketing mix of two companies i.e. Coconut Bliss and Cool Hemp
company.................................................................................................................................7
M3.........................................................................................................................................10
P4 Preparing marketing plan for Coconut Bliss...................................................................10
M4.........................................................................................................................................13
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14
D. Steven White, 2010. “The Evolution of marketing”. [Online]. Available Through:
<http://dstevenwhite.com/2010/06/18/the-evolution-of-marketing />. ..........................16

INTRODUCTION
Marketing is one of the very pivotal part of each and every firm or each industry. The
reason is that, it helps to aware people about the firm and products as well as services offered by
it. Therefore, sales, profit and market share enhance of the business in the industry where it
currently operates (Miller, 2017). The present project is based on Coconut Bliss Company which
operates in the industry of food. The project shows roles as well as responsibilities of the
marketing department which are essential for the firm. Apart from this, importance and ways by
which roles and responsibilities of marketing are beneficial for the wider enterprise are described
in the study. Further, marketing mix which consists of 7 P's is analysed of Coconut Bliss and
compared with its rival also i.e. Cool Hemp Company Inc. At the end of project, a marketing
plan for the selected company is prepared. For this particular task, business expansion of
Coconut Bliss in an emerging country i.e. China is taken into consideration.
TASK 1
P1 Description of the Roles and Responsibilities of the Marketing Functions
Evolution of marketing
Marketing is commonly believed to have established from five distinct phases of
evolution since from the beginning of time: simple trade era, the production era, sales, marketing
department and marketing company era (D. Steven White, 2010).
Production concept: It has been prevailed from the time of industrial revolution until early 1920's
,considered as idea that a firm needs to focus on those products and services that is more efficient
and creation of supply of products will create the demand for products.
Sales concept: By 1930's, mass production of goods has become a common place, with rise in
competition and there was little unfulfilled demand.
Marketing and societal concept: After the completion for World war II, the wide range of variety
of products has been increased and there was now to rely upon to generate sales.
Definitions:
According to AMA (American marketing association): “Marketing is set activities,
institutions and stages for creation, communication, delivering and offers exchanging which have
the value for customers, partners, clients and society at large”.
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As per the “Philip kotler” “It is science as well as art of explaining, creation, and
providing the value in order to satisfy the requirements of target market and earning profits. It
also aims at identification of unfulfilled needs and desires to define the measures and also
determine the size of market which is identified and profits potential. It pinpoints which
segments the organization is capable of serving the best and is designs and promotes the
appropriate products and services”.
From the CIM perspective “ Marketing is the process of management that is responsible for
identification, anticipation and satisfaction of consumers needs profitabily.
The market research is a key responsibility for the marketing department. Increasing the
market share price, growing revenue and to contribute the organization growth and profitability
has the responsibility of the marketing department (Shin,2012). The strategy of senior
management team or board members to plan a campaign and they should reach the agreement of
marketing department. Further, the organisation can identified the market opportunities and
understand the consumer needs and wants to earn better feedback and grab the new challenges in
Coconut Bliss. Every department have it owns research to analysis the market information and
data or report on industry projects to survey their needs and attitudes of contracting consumers.
There are various types of roles and responsibilities of the marketing function such as
communication, product development, events and promotion and sales support etc (Armstrong
and et.al., 2014). Consider the production department to signifies the sales of existing product
and found the product range it may be the opportunities and challenges of the organisation. In
this process the department has produced the product according to their consumer needs and set
the price and prepare a plan or strategies to flow in the market segmentations.
In the Communication process to promote the product and services of a communication
material to plan campaign had developed the new ideas to implement the Coconut Bliss to
customers and prospects (Hansen, McDonald and Mitchell, 2017). They include the Boucher,
product leaflets, product data sheet or a customer newsletters of Coconut Bliss to improve the
communication level in the organisation. Whether the sales performance to be better or speed up
the highest point of the business growth relates to cooperate with the marketing as well as sales
department. They also prepare the presentation so the sales team members to supply the stock of
promotional material to consumers. The marketing department organised the seminars, sales
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conference and to provide an event material e.g. display, ppt etc to promote the external events
and its successful (Foxall, 2014).
It is necessary in a marketing strategy first priority to listening the consumer needs. There
are two types of channels internal as well as the outside the company. In the internal channel to
captured the information of the sales team and customer support and its closest to the consumer
and change the marketing strategies in the future, and the outside the company performed in a
social network to understand the consumer needs and it has to be converted into the customers
under a Coconut Bliss.
The market department has to adopt the new trends and technology and monitor the
competition from another (Pan, 2017). They identified their problems and mistake and change
the pattern in new tech terms or in order to avoid them. This department is responsible to
transmit brand values it represents the feeling of the product and services and company. To
create an innovative ideas and the best way to communicate the brands' goodwill.
The contributors must be aligned with the objective of the company there are lots of
contributors such as designers, consultant or journalist. Every day the customer need the high
offer the product and they demanding more new promotions, customer retention techniques in
this conversion (Hamlin, Knight and Cuthbert, 2016). The organisation is a chain of member and
to perusing a common goal to earn maximize the profit in the company. Whether the marketing
department fails the Coconut Bliss will fail the efforts to improve the production and other
department will also be suffer. Every action should be measure in the organisation or the recheck
the intended objective is to be clear and calculate the Return of Investment regarding the firm
action.
Further, defined the strategic and reflect the marketing plans, the major cost effective
strategic have to be planned for the long term. The strength of the Coconut Bliss to focus the
target of market must be aligned with strategic plan of the company and every different plans.
They has been important for research and development to operate the functions and control the
finance related to accounts to build the plans for a sustainable value, creating and capturing
value.
In the strategic management this function set the growth and product management to
performed the gap analysis vs. buy analysis to create and develop the partner program had
managed the key relationship to support technical business needs. In the product management
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define the initialising position and price strategies and competitive positioning (NOVATOROV,
2014). In the field of marketing to execute the campaign and marketing programs have a singular
focus of lead generation and driving opportunities through the pipeline. Each function must be
connected with the consumer and every group in a modern company to demonstrate the
persuasive demand of a social medium across in the business. The social media efforts must be
grounded in the five core marketing functions. At the end planning is the only way to set the
objectives in the organisation.
M1
There are several roles and responsibilities which have been performed by marketing in context
marketing environment are as follows:
 Marketing department plays major role in analysing the change in demand of customers
with continuous change in prices, technology, fashion, trends and culture etc (Shin, S.,
2012).
 They are responsible for providing the growth to company by increasing their customers
through development and implementation of strategies.
TASK 2
P2. Ways through which responsibilities and Roles of marketing functions are related to the
organisation of wider level
Marketing is the most important part of any business activity. It is the specific purpose of
convening the information the value of product and quality or services in order to promote or to
sell the service or product. There is a gap between the public requirement and the products are
available on the market to maximize the coverage and results. It is for good enough for
marketing and sales in the marketing department. To build a relationship with the audience for
creating and awareness for product to sell in the market and create a new interest for the
audience, so the new customer and the new business opportunities for the enterprises according
to the marketing research (Stephen Neville, 2014). The competition has to create a new ideas and
plan the strategy to identify the customer and involve and retain them. In the marketing function
the communication plays a significant role to increase the market price share and increase the
sales because there is lack of communication due to face the losses of target in the organization.
The marketing department is to generate the income and revenue for the growth of the
company, so all the activities under as Coconut bliss, to find out the opportunities and bordering
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the consumer base and generate the more revenue for the enterprises. According the sales
department promoting the products, ideas, vision of the enterprises to find out the new
consumers and existing consumers are in the organisation. It is the key of revenue and business
activity it requires the skill of dealing and to understand what they need actual requirement. The
marketing department has a significant positive effect on the relationship between performance
and market oriented behaviour the sales department have a negative interaction effect.
The major effect on the Public relations in the organisation they understanding the
employees and try to influencing their attitude and behaviour. The marketing research to identify
the strength and weakness of the business and its competitors. The weakness of the competitors
to wean away the consumer to exploit and eventually helps in business (Wong and Huang,
2015). The marketing department helps the costumer what they need and want firstly to improve
the ones and to create a better value or quality to the consumer. Today the market look for new
opportunities to introduce a new product there are gap or change and hard to sell. The marketing
management is providing a budget for promotion and campaigning the design to promotional
activities with the budget. The budget will required to promotion the product and the social
media experts to analysis to create awareness and prospects to customer.
In order to create a new product the marketing department and the sales department have
work together it may be facilitated through advertisement in the media or the internet or the
social media (Hansen, McDonald and Mitchell, 2017). Relevant to Coconut Bliss, marketing
department generates and creating the leads for sales department peruse the generation and
creating a new marketing avenues and it is responsible for itself. The marketing department has
to creating awareness, engaging customer to research the competitors their product promotional
activities and materials as the host of all their responsibilities. To applying a customer-centric
approaches in these regards the consumer feedback is an important of marketing and companies
needs to conduct and survey get the feedback from the consumer and prospectus. On the other
way, to collect information from the external channels through the medium of social change and
the internet. The focus should provide the consumer when interacting with the organisation it had
been valuable and pleasant experience (Fifield, 2012).
The marketing department will also be a responsible for research the competition and
they product will be launched show the weakness of the competitors and how to avoid them to
making the same mistakes as the competitors (Gupta, 2017). The marketing department analysis
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create and better marketing and the consumer relations strategy of the organisation. The another
similar point is branding to identify Coconut Bliss it helps to enhance the image and goodwill of
a business and make it more flexible an emotionally positive response from the audience, to
motivate the audience to purchase or buy the loyalty form the brand of its product. The members
of the enterprises can be frequently as well as consistently.
The marketing department of all the organization cannot be largely enough to handle out
all this thing require the marketing needs of the firms. To finding out the right partners the
marketing department has to identify hiring the partners to bring the best value of the Coconut
Bliss. It is the responsibility of the marketing department has to develop innovative and prepare
the creative plans its for promotional purpose (Hollensen, 2015). To communicate with the other
departments is to create a channel of communication, all the employees with their own
philosophy and the consumer relationship. Managing the key activities responsibilities of the
marketing department to create implement strategies and enhance the business activities of the
organisation. This include the research about the product of strength and consumer of the
competitors in comparison to that of working environment. The marketing department is
important not for only positioning or promoting a product they provide a vital information in the
organisation about the aspects of the Coconut Bliss.
The concept of return of investment help the marketing team to develop a new marketing
strategy and gives the highest exposure for the least amount of money spent in the organisation
(Armstrong and et.al., 2014). At the largest level marketing is a vital business it is necessarily the
firm has to operate the profit as well as the non profit rather in the profit organization marketing
is responsible for to generate a more revenue it is profitable in the business or either its non-
profit companies marketing is responsible for the affect the consumer need to support in this
organisation. To develop the product it relates the safety needs and enhance the social equality of
life and create a more competitive environment that helps the lower product price. Whether to
build up a new demand for the products and to expand their labour force in the organizations
(Varadarajan, 2010).
M2
The marketing department of all the organization cannot be largely enough to handle out
all this thing require the marketing needs of the firms (Pan, 2017). Further, there is major
significance of interrelationship between marketing department which is described above:
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 Rise coordination in among the functional units of organisation.
 Smooth flow of business operations and resolution of business problems effectively.
 Appropriate allocation and utilization of available resources.
 Identification of market demand and preference of customers.
 Analysis of products position in products life cycle.
TASK 3
P3 Comparison of marketing mix of two companies i.e. Coconut Bliss and Cool Hemp company
Marketing mix is a marketing tools that combine a number of components in order to
strength and solidify the product brand helps to sell the product or services (Glaser, 2017). A
product refers to an item that satisfies the consumer needs and wants this process is called
marketing mix. There are 7ps of marketing mix such as product, price, place, promotion, people
process and physical evidence which is described as follows:
Illustration 1: Fish bone Diagram of Marketing Mix
(Source: Varadarajan, 2010 )
Marketing mix of Coconut Bliss Company
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 Product: In this organisation the mission to provide the divinely creamy, dairy free ice-
creams that is made for using practice and ingredients are ethically and good environment
sound (Sherwood and Pollard, 2017). This company produced the product are totally non
hygienic and creating a better quality that meets many dietary needs. It is remarkable
food for a remarkable plant. The considering and balancing the three aspects such as
people, planet and prosperity.
 Price: The selected company is offering its foo products and services at the lower than
well as affordable prices up to the customers. Along with this, it considers competitor
based pricing method where charges of the goods are determined after analysing prices of
the rivals available in the market (Varadarajan, 2010).
 Place: The product should be available in the market it can be sold or distributed through
the medium of offline as well as the online process. Today the consumer may need a
quick delivery or want to buy a locally purchased and manufactured the products. It is
easily to buy the product when the retailer near you and explore the location to changing
the climate for reaching the effects the right place you have to clear and mention the
organisation.
 Promotion: Generally in management terms every company to produce the product to
pay more attention to the promotional activities because it is directly related to the sales
of the company. The tools should be used to put across the business or firms through the
medium of advertisement and it likely to say this company has positive reflect to the
consumer towards the product and they cover the social media and personal selling are
tools for communicate the organisation (Kim and et.al., 2012).
 People: This company offering the products and services it is more essential the right
people it is a part of the business (Pomering, Noble and Johnson, 2011). It may be more
efficiently the right people who run them in front line of the firm's staff members. The
right people have directly understand that actually what they need want so the company
will not suffer a long time and to develop a new product to fulfil the demand of the
consumer and to gain the better result.
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 Process: This organisation provides the delivery of services is also good as compare to
the Cool hemp company, the consumer will focus how the service is to delivered and
when time is to be delivered because the customer has paying for the delivery charges
which are set by the organization (Fifield, 2012).
 Physical Evidence: At this business enterprise, the service include some physical
elements because the consumer is paying for intangible. To creating the better packaging
and labelling of the product and to launched the market criteria the consumer will attract
more and sales will be increased day by day. This organisation to earn more profits and to
make the good products for the consumer its consider the health problems issue to resolve
them (Morgan and et.al., 2012).
Marketing mix of Cool Hemp Company, Inc.
 Product: This company produced the all natural and organic vegan Canadian hemp foods
(Stephen Neville, 2014). Its provides the foods to delicious and nutritions the consumer is
the most friendly and economically the way to possible support the small organic farmers
and to develop the new marketing opportunities and strategies in the corporate world. It is
less competition to coconut bliss the way of selling and distribute the product in the
market.
 Price: When looking at the pricing aspect of Cool Hemp Company then it can be seen
that it charges relatively high prices of products and services offered by it. Further, it
adopts cost plus pricing strategy in which cost incurred to produce each product is
identified (Shankar and et. al., 2011). After that, desired level of profit is supposed to
added in which market conditions are rivals are not analysed.
 Place: It is hardly to buy the product when the retailer as well as the whole seller does
not nearest you. The product should be sold through the medium of offline process only.
It does not change the climate and does not affect the right place and what they need and
want in the organisation (Perreault Jr and et.al., 2013).
 Promotion: In this firm the promotional activities does not much effect and sales of the
company (Slater and et.al., 2010). Because it is rather the process of offline purchasing so
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the consumer not much more attract through the promotional activities as compare to
coconut bliss.
 People: At the workplace of Cool Hemp Company, skilled and experienced level of
employees recruited (Fifield, 2012). Apart from this, some workers are not highly skilled
and qualified by which quality of products and services affect up to certain extent.
 Process: In order to produce food products at the workplace of this organisation,
innovative kinds of technologies are adopted by the management (Kim and et.al., 2012).
Along with this, still it considers certain level of traditional methods and equipments for
completing manufacturing procedure.
 Physical evidence: Apart from this, packaging of the food products offered by Cool
Hemp is little attractive. When comparing it with another mentioned firm then it has low
level of packaging (Ataman and et.al., 2010). Moreover, interior and exterior design of
the construction is also less attractive.
When looking at above stated marketing mix of both the companies then it can be
assessed that Coconut Bliss has better and attractive kinds of things. On the another side, Cool
Hemp Company is less efficient as compared to its rivals.
M3
There are various tactics have been applied by Coconut bliss which are determined above:
 With effective planning and market research the company will be able to analyse the
demand of customers and develop the unique and innovative products to satisfy
customers and maximize profitability (Miller, 2017).
 Through competitor analysis, company will analyse the strategies which are used by them
to influence the customers and with this coconut bliss will create plans to increase its
marketing among the users of competitors and will be able to increase its markets share.
 Other than this, by providing quality products at lowest prices company will be able to
achieve maximum recognition from customers and its sales will increase which leads to
expansion of business.
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TASK 4
P4 Preparing marketing plan for Coconut Bliss
A term in which an organisation is going to enter either in new market or another country
in order to meet specific objectives and goals is considered as expansion process (Shankar and et.
al., 2011). In the current case scenario a company i.e. Coconut Bliss is going to expand existing
business in developing country. The reason to chose such kind of market is that, it helps to meet
desired goals and gain competitive benefits easily. For this, China country is taken into account
because of having huge population across the world. Further, the firm operates in food industry
and people of China country like to eat innovative type of food items. In addition to this,
economic conditions of the selected emerging market are in favourable of the Coconut Bliss.
Therefore, it will provide opportunities to generate more sales and create a brand image in food
industry (Berthon and et.al., 2012). Behind expanding business in Chinese market, it has some
aims and objectives which are stated below:
 To raise market share in China by 18% within one business year.
 To maximise productivity as well as profitability of the company in new market. To develop or create brand image in the mind of consumers at the global level.
SWOT Analysis of Coconut Bliss
While entering or expanding business in emerging market which is China for the current
project, it is necessary to determine some aspects up to the greater level (Foxall, 2014). For this,
SWOT analysis is generally adopted which reflects strengths, weaknesses, opportunities and
threats of the company. Further, this model with reference to Coconut Bliss is as follows:
 Strengths: The Coconut Bliss company provides better and higher quality of the food
products which is major strength of it. Apart from this, when looking at the pricing aspect
then it offers its food items at the lower as well as affordable prices up to consumers in
existing market. It considers strong and attractive kind of marketing and promotional
strategies to attract customers (Slater and et.al., 2010).
 Weaknesses: When considering to the weaknesses then it has not strong profitability
position in the industry. Along with this, it has more level of debt from external market
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which imposes high interest amount (Miller, 2017). Further, it unable to manage costs
which are incurred in the business for producing and cooking food items.
 Opportunities: It has basic opportunity is to grow in emerging as well as overseas
markets of the world. Further, it able to become a successful firm and brand in food
industry by employing acquisition strategy. Threats: High level of competition in food market and uncertain change in economic
conditions are major challenges of Coconut Bliss which create negative impact upon it
(Armstrong and et.al., 2014).
STP Approach
 Segmentation: The entrepreneur of Coconut Bliss will segment its business in Chinese
market on the basis of geographical locations. Further, considering to the status as well as
rate of customers the geographical areas will be segmented. It will support to the
management for covering whole nation properly. Geographical segmentations where
cited organisation has decide to sales it product at different geographical area where such
type of products are low and demand is high (Wong and Huang, 2015).
 Targeting: At this particular approach, target market of the selected firm is identified. It
is one kind of group of customers to whom the businessman of Coconut Bliss wants to
target and deliver products among them (Pan, 2017). Further, target market of Coconut
Bliss in Chinese market will be medium income level of people and young customers. Positioning: In order to make a strong position the company will provide higher quality
of the goods and services among customers. Further, within proper time such services
and food items will be delivered in Chinese market (Morgan and et.al., 2012).
Marketing strategies
When an organisation enters in new market then consider some marketing strategies
which will support to introduce it in new market. Those marketing techniques through which
Coconut Bliss will do marketing of its products are described through 7 P's below:
Product: In the new market i.e. China management of Coconut Bliss will offer higher quality of
the food items between local community. Along with this, hygienic food products will be
provided after checking taste and quality (Varadarajan, 2010).
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 Price: It will offer the goods and services at low and affordable prices among the
Chinese customers. Herein, competitor based pricing strategy will be considered to set
price of each food item.
 Place: Coconut Bliss will deliver its products of food and services among consumers
using offline and online both methods (Foxall, 2014). Further, it will establish one
physical store and create own website on social network sites.
 Promotion: For promoting products as well as services offered by Coconut Bliss,
traditional and modern both kinds of the strategies will be taken into consideration. Under
traditional it will use newspaper and television whereas, for modern marketing social
media and direct e-mail will be considered.
 People: Herein, highly skilled, experienced as well as qualified level of employees and
staff will be recruited. Further, workforce will be hired from the host country i.e. China.
 Physical evidence: According to this, attractive kind of interior and exterior decoration
will be completed for attracting customers. Further, the best and attractive packaging will
be done for offering products in Chinese market (Fifield, 2012).
 Process: In order to convert raw materials into finished products or dishes, innovative
and updated techniques and instruments will be considered.
M4
With effective market research, marketing department of company has collected various
information related trends, customers demand and competitor policies which they have
developed an effective strategy of increasing their quality of existing products and developing
more unique and new products to serve the diversified customers base in country (Foxall, 2014).
Through this company will be bale increase its market share and develop its brand recognition
among its target customers.
CONCLUSION
Hereby, it can be articulated that, marketing is very important function of every
organisation because of supportive tool in order to attract huge customers. Apart from this, it has
some key roles as well as responsibilities which are like branding, market research, advertising,
promoting, setting goals, preparing attractive strategy, aware huge people, attract customers,
13

create brand image etc. These all the responsibilities and aspects help to Coconut Bliss
organisation in order to meet the goals and objectives of it in an appropriate direction. Moreover,
by using marketing segment at the working environment Coconut Bliss easily able to achieve
desired objectives. When considering to marketing mix then it can be concluded that, Coconut
Bliss has better and attractive concepts as compared to Cool Hemp Company. Moreover,
Coconut Bliss enterprise will expand its business in developing economy which is China for
achieving particular objectives as well as aims.
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