Marketing Action Plan for Business Success

This assignment focuses on creating a comprehensive marketing action plan. It requires students to conduct thorough market research, identify target audiences, develop marketing objectives, outline specific tactics across various channels (e.g., advertising, social media, content marketing), establish budgets, and set measurable KPIs for success. The emphasis is on developing a practical and actionable plan that can be implemented by businesses to achieve their marketing goals.

Marketing essentials

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Marketing function roles........................................................................................................1
M1...............................................................................................................................................4
P2 Responsibilities related to marketing.....................................................................................4
M2...............................................................................................................................................5
D1................................................................................................................................................5
TASK 2............................................................................................................................................6
P3 Plaining process through marketing mix...............................................................................6
M3...............................................................................................................................................8
TASK 3............................................................................................................................................9
P4 Product evaluation.................................................................................................................9
M4.............................................................................................................................................11
D2 .............................................................................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES ...........................................................................................................................13
Books and journals .....................................................................................................................13

Illustration Index
Illustration 1: The 7 functions of marketing....................................................................................2
Illustration 2: 7 P's of marketing mix...............................................................................................7

INTRODUCTION
Marketing essential helps to achieve objective of organisation. For this various strategies
are implemented such as promotional and marketing process. It helps firms in order to present
their products effectively in market and make huge profit (Baack, Harris and Baack, 2013). In
order to effectively implement this various audits and researches are organisation in order to
analyse market competition. This report is based on the role of marketing essentials in an
organisation. All the informations are presented in context of Barclays. Barclays is one the
largest banking and financing company of UK. The organisation was founded in 1690 at
Kingdom of England. The headquarter of organisation are established at London, Canary Wharf
and One Churchill place. Along with banking and financing sector various other services are
also provided by them. Such as retail, wholesale, investment, wealth and mortgage.
They are providing services in more then 50 countries and 48 millions clients are taking
advantage of their services. According to the survey conducted at 2016, organisation is
generating revenue about 21. 451 billion (Babiuk and et. al., 2015). Total 1,29,400 employees
are working with company at different part of world. Under the banking sector organisation is
able to attract their clients through gold fixing process. This report consists of roles and
responsibilities of marketing functions, roles and responsibilities of marketing strategies are also
considered. Marketing mix strategies are also implemented in order to make processing of
marketing mix effectively. Along with this product evaluation is also considered in order to
analyse effectiveness of marketing plan.
TASK 1
P1 Marketing function roles.
Marketing functions are considered essential to understand customers needs. It helps to
understand target audience by considering various factors. Barclays implements marketing
functional in order to improve commercialism procedure (.Bastable, 2016). The process consists
following seven stages:
Pricing: Pricing is considered as basic step of marketing function process. Through this
companies are offering their services to clients by at some cost. In order to effectively implement
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this process various ground reality tests are conducted by organisation. Barclays are providing
various investment plans at low interest rates. Therefore, people usually consider their services.
(Source: Eslinger, 2014)
Marketing information management: It is one of the essential step of this process.
Through this they are able to understand needs of customers. For this various researches and
audits are conducted. On the basis of that marketing strategies are developed by organisations.
Barclays considered it an an essential steps (Eslinger, 2014). Barclays conducts
various marketing research and audits. Through this way they are able to analyse market
competition. On the basis of that strategies can be developed to make process more effective.
Organisation implement /this process into two approaches:
 Transaction Processing: This step consists of basic questions in order to manage
processing smooth. Like material, payment of employees and sales of products.
 Managing information: This step is implemented in order to manage important
information of organisation. Such as performance analysis report, sales and purchase
process of company.
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Illustration 1: The 7 functions of marketing

Distribution: In this process various distribution channels are considered , in order to
provide services to clients. Through this process companies are making money by reducing
complication of distribution channel. Success of products is directly dependent on the
distribution mechanisms. It helps to increase interaction of company with clients. Barclays
considers various modes to provides services (Hoeffler, Herzenstein and Ginzburg, 2015). Such
as physical banks, internet banking and mobile applications. Though this way they are offering
flexible services. Therefore, clients are preferring their services.
Financing: Through this process organisation invest money in order to increase
profitability of company. The money flows like loan, investment and capital of company. The
financial process can directly affects promotional and advertisement process of products.
Barclays spends huge amount of capital at promotional activities. Such as internet advertisement,
broacher, pamphlet, newspapers and much more. Through all these activities they are attracting
clients.
Product: Products are considered as face of company. Through products and services
they offer clients. In order to maintain sales of products, quality should be maintained. For this
feedbacks and suggestions of clients are considered (Kennedy and Parsons, 2014). On the basis
of that improvisation strategies are implemented. Barclays providing various products to their
clients. Such as transactional, saving, debit, ATM, credit and various types of loans. Through all
these products they are able to attract huge amount of clients.
Promotion: Through this step firms are creating various ideas in order to present their
services in market. This is one of the essential process. For this process various mediums are
considered such as print, digital and social media. Through this process organisation always try
to attract users in order to exchange money and making money. Barclays conducts various types
of promotional activities. Such as internet, TV, newspapers, FM and much more. Through this
promotional activities company tries to influence customer's to invest into their banks.
Selling: Selling is considered as last step of this process. Through this step companies are
providing their services to clients. This is considered as an important stage in order top identify
the success of any products (Kladou and et. al., 2016). This step directly affect profitability of
company. Barclays adopts various steps in order to increase sales of products and services. Such
as providing loans at low interest rates, credit and debit cards at nominal interest and taxation.
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This all steps are required in order to attract more number of clients, so that profitability of
organisation can increased.
M1
Roles and responsibilities of organisation are dependent on various factors such as
internal and external. They directly make impact on the growth of company. For this various
marketing strategies are implemented on the basis of organisational structure. Barclays
implements seven marketing function in order to maximise performance of company. As the
organisation is having ventures therefore, various factors are considered by company. All the
services of company follows different distribution channels, promotional strategies, pricing
steps, research operations for marketing (.Lukito, Lukito and Arifin, 2015). The financing
facilities of company is handled by same way. Through distributing roles and responsibilities
processing of operations become simple.
P2 Responsibilities related to marketing.
Marketing strategies are able to affect organisation directly. It helps to promote products
and services of company. It helps to present their commodities to clients. Barclays is one of the
largest banking and financing company of UK. They are implementing facilities and services by
implementing effective marketing plan (Maiam, 2015). In order to achieve desired results
processing and implementation of strategies should be appropriate. The responsibilities of
marketing are following:
Market section: Through this step marketing team distributes products according to their
services. On the basis of their services, processing takes place. Barclays is having marketing
section into their organisation. It helps to identify plans according to needs, on the basis of that
various strategies are implemented (Mueller and et. al., 2015). This is considered step in order to
implement effective marketing plans.
Strategies: Strategies refers to the flow of processing in order to achieve results. It is involved in
order to get effective results. In this procedure is distributed into small steps in order to make
processing effective. Barclays involve this in order to implement various plans at different areas
such as segmenting market, promotional, pricing, distribution and so on.
Action plan: This step is considered as basic step of organisation, in order to make processing
effective. It helps to identify each step that is essential in processing. Along with this different
conditions are also considered in order to reduce failure of plan. Barclays implement action plans
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for every process (Nguyen, Simkin and Canhoto, eds., 2015). It helps to improve efficiency of
system and also helps to identify various conditions that can arise during flow of process.
Outcomes: This step is considered as final step of this market plan processing. Through this step
organisations are able to reach at target. If all the previous steps are effectively implemented,
outcomes of company will directly become effective. Results depends on the efficiency of
previous steps that are involved in processing.
Along with this various responsibilities are also associated with the processing of
marketing plans. Such as company should be able to understand all the demands of clients,
accordingly strategies will be implemented. In order to effectively manage communication
between clients and organisation, internal and external two types of communication channels are
considered into organisation (Rowley, 2016). Various trackers and monitoring systems are also
implemented into company. It helps to evaluate position of company and identify competition of
on the basis of market conditions. Another important responsibility of marketing strategies is
maintaining brand- value. For this various strategies such as making communication effective,
presenting objective of company effectively.
Inter-relationship of functions with other department: All department have different function
to enhance the performance of the company. Marketing department is related with each
department like HR, finance, research and development etc. those have different responsibilities
in the company. The Marketing is related with HR such as if the productivity of the product is
high then need more employees to work together to achieve the desired goal of the firm. The
Finance department is also related with marketing department like if there is need for machinery
and such kind of equipment then must increase the budget of the organization. Production
department is also related with marketing if productivity of the product in the market is high then
firm will need to produce more items for the customers.
M2
Organisation are associated with various functional units. They all combinationally work
in order to maintain processing of various operational section. Various units of Barclays are
interrelated in order to run procedure effectively. Such as relationship between marketing
management and product and services unit . All the researches are conducted by production and
development department in order to meet present need and consider future demands of clients.
Financing department is also related with marketing such as various promotional an
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advertisement funds are provided by this unit of organisation (Ryan, 2016). Along with this
budget and profitability of company is also estimated by them. All the steps are interrelated with
each other. In order to improve their performance of marketing functional are considered as
important part.
D1
On the basis of above report all the marketing functions are critically analysed. On the
basis of that all the segments of marketing functions are considered important for marketing
process of Barclays. Pricing and selling of marketing functions are essential. It helps to
effectively manage sales and purchase of company. Distribution helps to make products
available into market , so that profitability of organisation can be increased. Financing helps to
manage promotional activities under minimum budget (Silver, 2013). It helps to reduce costing
of organisation. Products and promotions are interrelated. Through this steps Barclays,
implements advertisement strategies in order to influence more number of clients. Organisation
are associated with various functional units.
They all combinationally work in order to maintain processing of various operational
section. Such as relationship between marketing management and product and services unit . All
the researches are conducted by production and development department in order to meet
present need and consider future demands of clients. Financing department is also related with
marketing such as various promotional an advertisement funds are provided by this unit of
organisation (SPACE and SPACE, 2015). Along with this budget and profitability of company is
also estimated by them. All the steps are interrelated with each other.
TASK 2
P3 Plaining process through marketing mix.
Marketing mix is considered as a process through which organisations are able to
implement strategies, actions and plans. Barclays implements this approach in order to make
promotional and advertisement activity effective. Following are considered as steps of marketing
mix:
Pricing: This is considered as an essential step of marketing mix. In this process services are
provided to clients on behalf of some input, which is considered as pricing. Barclays it consider
it essential for the growth of company (Strandvik and Heinonen, 2015). In order to implement
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pricing effectively they are considering various factors such as customers needs, internal and
external environment factors. On the basis of that strategies are planed in order to increase
profitability.
Products: It refers to the services that are provided by organisation. They are considered as face
of company. Barclays are providing various services to clients such as transactional, saving,
debit, ATM, credit and various types of loans. These services helps the organisation by providing
strength. All the marketing process is completely dependent on their products.
Places: This is considered through which organisation is able to target their clients. Locations of
organisation's are al ways at the centre and easily reachable. Place directly affects the sales of
company (Swenson and et. al., 2014). Barclays understands importance of places and ,locations
of banks. Therefore, all the branches are easily reachable and or having easy connection facility.
Through this way they are able to attract more number of clients.
(Source: Walliman, 2015)
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Illustration 2: 7 P's of marketing mix

Promotions: All the activities that are conducted in order to make clients aware about their new
services or inspire to purchase them. These all activities are considered as promotional activities.
It helps the organisation to connects more number of clients . Barclays implements different
approaches in order to promote products (Walliman, 2015). This helps them to increase their
profitability and market value.
People: Peoples are considered as basic elements of business. Their demands and requirements
are considered in order to increase sales of products. They are directly connected with purchase
of products. Barclays considered them as vital part of process. For providing flexibility and easy
services, organisation is providing various services. Such as online banking, mobile applications,
credit and debit cards.
Process: This is considered as an essential part of an organisation. All the steps are considered
that are participating into the development process. Such as designing, implementing and final
stage. Barclays take this step vary essential ( Zaccagnini and White, 2015). All the stages should
be effectively considered so that efficiency of products can be achieved.
Physical environment: This is considered in order to provide physical evidences of services.
Through this way evidences are provided to clients for judiciary purpose. With the help of this
user can claim about the quality of services.
Inter-relationship with the marketing mix: All the marketing mix are related to each other.
Product is related to price mix like based on the product only price will be decided. Based on the
customer needs items will be created for satisfying the client needs. Promotion is related to the
product and place such as company should promote the products in which place there is
necessary.
Organisations implements marketing mix in order to make marketing strategies efficient.
It can be introduced for both products and services. Through this companies are able to plan
strategies according to the market situation. On the basis of above report, Barclay's is
implementing marketing mix in order to introduce their banking and financing products and
services to clients effectively. For this various strategies are adopted by them. Such as internet,
social, print and digital media systems are considered (.The four steps to a marketing action plan.
2017). It helps to cover large amount of audience at small duration. Along with this advance
distribution structures are considered. Through this way organisation is able to provide flexibility
and simple process. Therefore, it directly impact on the growth of company. Pricing step is
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introduced in order to provide facilities at affordable prices. In order to make people comfortable
while using their services, they provide ATM, debit and credit card system. So that they can
access their account anytime.
M3
Various business tactics are implemented by organisation in order to achieve objective of
organisation. Barclays also implements various strategies according to situation. Such as under
banking sector internet banking and mobile access portals are provided. Along with this ATM,
debit and credit card facilities. Other venters of company are also offering various facilities to
their clients (Action plan. 2011). Such as home delivery, 24*7 shopping outlets and various
payments schemes. It helps the organisation to attract huge number of clients towards of clients.
This helps the company in order to maximise profitability and increase growth. These all tactics
are very effective are able to attract clients.
TASK 3
P4 Marketing plan for the organization.
Evaluation and analysis of products are based on the marketing plaining process. This is
considered as an important step. Through this step organisations will be able to identify
weaknesses of existing process. On the basis of that various strategies are ,implemented in order
to overcome them. Barclay's also involve this process into their firm. They apply market
plaining step in order to make documentation and specification of all the strategies that are
implemented into the process (Marketing mentor, 2017). In order to implement process
effectively, various stage are considered that are following:
 Operation plaining for 5 year.
 Yearly plan of action.
 Employees work plan.
Documentation of action plans helps to provides informations about services and
investments that will provided by organisation. The marketing plan of company will provided on
the websites. So that viewers can easily visit them. Through this steps organisations will able to
estimate budget of all procedure.
Objective: Marketing objectives are set by organisation. This helps to achieve target, by meeting
demands of users. Under this services are provided by considering both present and future
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situation (The marketing mix. 2017). Along with this, it helps to reduce analysis time effectively.
The objectives of Barclay's are following:
 Purchasing and sales ratio of company is incremented up to 3:7.
 Expand business at international platform.
 Maintain reputation of organisation.
 Implement various technologies to reduce complexity of process.
Major focus of Barclay's are provided on providing effective services to their clients at
lower prices and simple process. They are also considering satisfaction and demands of clients in
order to maintain clients and organisational relationship healthy. It also helps to identify
direction in order to make efforts.
Segment: They are used to distribute market according to their services and demands. In order to
implement segmentation into an organisation various factors are considered such as location,
taste, demands and so on. Barclay's prefers demographic segmentation approach. Through this
way they will able to target their clients on the basis of various factors. Such as gender, income,
education and social status (Marketing mentor, 2017). Through this way they
Strategies: Marketing strategies are implemented by organisation in order to manage processing
of work effectively. Through this way priority of task is analysed. On the basis of that procedures
are adopted. Effective marketing strategies helps to achieve better outcomes. Barclay's
implements various marketing scheme, through this way marketing conditions, competition and
various other factors are considered. Some of them are following: Business penetration: Advertising products are considered as an important part of
marketing strategies. Barclay's implements various advertisement and promotional
campaign. It helps to boost their sales and purchase of services. Through implementing
market penetration scheme, they are able to influence large amount of clients. This
strategy is used by the organization because it will increase the performance of the
company and also increase the productivity of the product. Business development: In order to expand organisation, business development is
considered as an effective strategy. Barclay's also implements various strategies in order
to expand their business. For this different outlets and online services are provided to
clients. It helps the company to connect with more number of clients.
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 Products improvement: Barclay's implements various improvisation strategies in order to
increase efficiency of their products. In this process suggestions and feedbacks of clients
are considered by organisation. It helps to understand needs and demands of users. On
the basis of that necessary changes are implemented into products.
Positioning: Market positioning refer to analysing reputation and brand value of products. It
helps the organisation to identify market competence, on the basis of results strategies can be
implemented. Barclay's adapt positioning strategy to identify competence in market.
Accordingly, various strategies are adopted by them. Such as major emphasis of company is
educated and employed clients (The four steps to a marketing action plan. 2017). So that they
can invest in various strategies of organisation. It helps the firm in order to maximise
profitability and increase growth of company. For this various schemes are being provided by
company, such as lower interest rate loan, simple online transaction facilities, 24*7 open
physical stores and much more. This all facilities provided by firms are considered as
competitive advantage.
Analysis and Controlling: Before and after implementation of any strategies and action plan
analyses step is considered by organisation. Barclay's involve analysis and evaluation step into
their organisation. Through this way they are able to measure performance of process. Along
with this helps to evaluate weaknesses, that are affecting growth of company. On the basis of
evaluation outcomes various such as daily performance of work force and testing quality of
manufactured products (. Action plan. 2011). This helps to implementation controlling measures
in order to increase efficiency of process. This is considered as one of the efficient and effective
step to maintain quality of services. Along with this it also helps in improving profitability and
expanding organisation.
M4
On the basis of marketing action plan developed Barclay's, role of employees, investors
and manager is effective. Through implementing these plaining organisations are able to identify
objectives. It helps to adopt necessary step for this process. Barclay's provides their action plan
through websites and online portal. Along with this it helps to identify needs and demands of
organisation. In order to implement effective strategies various factors are considered. ,it helps to
reduce complication of process and provides development process smooth (Marketing mentor,
2017). It also helps the organisation for making future plans by considering various factors such
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as establishing new outlets at international market. Increasing profitability and growth of
company. It also helps the organisation to implement various schemes through which they can
attract more clients.
D2
Process of developing marketing action plan is influenced by marketing mix. Through
implementing marketing mix, Barclay's are able to identify various factors that can affects
promotional strategies. Company implements this step for promoting and advertising products
and services of company. In this process various factors are considered such as place, price,
promotion, people, physical evidences, process and products (The marketing mix. 2017). They
all are equally important in order to developing and implementing marketing action plan. Action
plan also helps the organisation for identifying future requirements of company.
CONCLUSION
Above report is based on the marketing strategies and essentials. Implementation of
marketing strategies are directly influences the growth and profitability of company. Barclay's
implements marketing strategies in order to attract more number of clients. It helps to identify
weakness of procedure on the basis of that various strategies are implemented. Marketing mix
controls all the promotional factors, in order to maximise profitability and growth of company.
Marketing action plans are considered in order to present objectives in market.
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REFERENCES
Books and journals
Baack, D. W., Harris, E. G. and Baack, D., 2013. International marketing. Sage.
Babiuk, C. and et. al., 2015. Fundamentals of Public Relations and Marketing Communications
in Canada. University of Alberta.
Bastable, S. B., 2016. Essentials of patient education. Jones & Bartlett Publishers.
Eslinger, T., 2014. Mobile Magic: The Saatchi and Saatchi Guide to Mobile Marketing and
Design. John Wiley & Sons.
Hoeffler, S., Herzenstein, M. and Ginzburg, T., 2015. Optimal Design for Radically New
Products. Design Thinking: New Product Development Essentials from the PDMA,
pp.253-264.
Kennedy, A. M. and Parsons, A., 2014. Social engineering and social marketing: why is one
“good” and the other “bad”?. Journal of Social Marketing. 4(3). pp.198-209.
Kladou, S. and et. al., 2016. The role of brand elements in destination branding. Journal of
Destination Marketing & Management.
Lukito, R. B., Lukito, C. and Arifin, D., 2015. Implementation Techniques of Search Engine
Optimization in Marketing Strategies Through the Internet. Journal of Computer
Science. 11(1). p.1.
Maiam, E. V. S., 2015. Essentials of rural development.
Mueller, J. P. and et. al., 2015. Community‐based livestock breeding programmes: essentials and
examples. Journal of Animal Breeding and Genetics.132(2). pp.155-168.
Nguyen, B., Simkin, L. and Canhoto, A. I. eds., 2015. The Dark Side of CRM: Customers,
Relationships and Management. Routledge.
Rowley, J., 2016. Information marketing. Routledge.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Silver, L., 2013. The essentials of marketing research [electronic resource].(April 2015).
SPACE, R. and SPACE, E., 2015. THE ROLE OF E-MARKETING IN ECONOMIC
DEVELOPMENT. Asian Journal of Multidimensional Research.3(8).
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Strandvik, T. and Heinonen, K., 2015. Essentials of customer dominant logic. The Nordic School,
Service Marketing and Management for the Future.pp.111-127.
Swenson, M. J. and et. al., 2014. Startup marketing: Leveraging leverage. The Journal of Applied
Business and Economics.16(6). p.56.
Walliman, N., 2015. Social research methods: The essentials. Sage.
Wright, S. ed., 2014. Competitive intelligence, analysis and strategy: Creating organisational
agility. Routledge.
Zaccagnini, M. and White, K., 2015. The doctor of nursing practice essentials. Jones & Bartlett
Learning.
Online
The four steps to a marketing action plan. 2017. [Online]. Available through:
<https://www.thebrandmanager.com.au/blog/marketing-action-plan>. [Accessed on 4th
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Action plan. 2011. [Online]. Available through: <http://www.actionplan.blogs.com/>. [Accessed
on 4th July 2017].
Marketing mentor, 2017. [Online]. Available through:
<https://www.marketing-mentor.com/blogs/news>. [Accessed on 4th July 2017].
The marketing mix. 2017. [Online]. Available through:
<https://www.marketingmix.com.au/news-feed/>. [Accessed on 4th July 2017].
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