Unit 2 Marketing Essentials

Unit 2 Marketing
Essentials

Table of Content
Section 1
 Overview of business idea and analyze the current trend that have influenced your
idea.............................................................................................2
 Explain the role of marketing in an organization?.....................................................3
 Critically evaluate the function of marketing in an organization and how the marketing
department interconnects with other department in an organization..................4
Section 2
 Evaluate the marketing planning process and the importance of marketing strategy to the
success of start up business?......................................................................................5
 Importance of marketing strategy to the success of startup business
..............................6
 3.Create one SMARTER marketing objective for your business ............7
 Design your extended marketing mix and compare with your closest competitor..........8
Section 3
 Evaluate your target market by producing your STP strategy?..........................9
 Design a marketing implementation plan for your first advertising campaigns ? In the
plan you need to consider your marketing objective , allocation of resources and time
line? .........................................................10
 Design promotional budget , using the objective task method ?.................................11
 Evaluate the control and evaluation technique at your disposal , in order to monitor the
effectiveness of marketing plan ? ....................................12
Conclusion
Reference

Section 1
1. Overview of business idea and analyze the current trend that have influenced your
idea?
Overview of business idea
The organization that was selected is Marks & Spencer. It deals in large number of items
related to food , groceries, clothing, home products etc. Steve Rove is known as the chief
executive officer of the company. It was established in 1884. As per the current scenario ,
marketing situation is changing continuously so it is essential to concentrate on the
current and future marketing trends which can help to identify the various opportunities
so Morrison's can easily maintain their operations and performance.
Current Marketing Trends
 Internet Marketing - In the modern world social media is consider as important tool to
marketing campaigns. Organization by using various social media platform perform
marketing to create awareness. Advertising as well as promotion are perform in Marks &
Spencer by using twitter, Instagram, Face book etc. As all these digital tools are used
with the help of internet only.
 Content Marketing – Following marketing creating relevant value, distribution of
consistent that supports to gain profit. On content Marks and Spencer focused more so
that marketing employees can easily create Strategies that helps to improve engagement
of customers through using the mode online media Like through publishing relevant
content on different websites as well as to various platforms.
2. Explain the role of marketing in an organization?
Marketing is a collection of techniques and practices that may be used to improve the
performance of a business. Market ideas are essentially separated into five components,
each of which symbolizes the basic value of marketing in the context Of Marks &
Spencer. Each of these five principles is explained more below:
 Product Concept – Pay attention to preferences of clients/ customers is the
main purpose to this concept as it supports M &S to discover the unique needs of

customers which helps to improve product changes which leads to make improvement in
the level of production.
 Selling Concept – To attract customers and leave a positive impression on their thoughts,
the sale of goods and services require specialized promotion as well as marketing .
Organizations may tends to effectively increase revenue by utilizing marketing and
advertising methods.
 Marketing Concepts –- In terms of product and service delivery, this concept focuses on
target customers. As a result of the competitive market, businesses must provide high-
quality products and services in order to increase the value of their brand.
 Social Marketing Concept - - This concept focuses on the goals and wants of targeted
customers in order for organizations to provide them at a low cost with high quality,
resulting in greater customer satisfaction and a preference for our products over other
brands. Organizations may use social media marketing to effectively raise awareness
about their products, as well as special offers and discounts, which may help to build the
organization's branding.
3. Critically evaluate the function of marketing in an organization and how the marketing
department interconnects with other department in an organization
The manager is responsible for a number of tasks within the context of organizational
marketing. M&'s marketing manager examines the following marketing functions and
tasks:
 Purchasing and selling - These are two of the most important marketing tasks that every
company needs. M&S marketing manager's primary duty and obligation is to buy and sell
in order to develop items and maintain the delivery system.
 Transportation - The transportation marketing function is in charge of delivering all items
and services to retailers, wholesalers, distributors, and consumers. M&S marketing
manager is responsible for ensuring that all distribution and transportation tasks are
completed in a timely and effective way (Blythe and Martin, 2019).
 Standardization, Grading, and Branding - Marketing managers may use this marketing
function to create an effective standardisation of their products and services, which may
help them improve the grading of their brand in order to attract more consumers and gain
a competitive advantage.