Marketing Strategies and Analysis

The assignment delves into the core functions of marketing, outlining its essential elements such as product, price, promotion, and place. It examines different competitive marketing strategies employed by businesses within the hospitality industry, particularly in the UAE. The analysis emphasizes the significance of strategic marketing planning for achieving optimal performance, highlighting its impact on consumer behavior and decision-making processes.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of marketing function .......................................................1
P2 Relation of roles and responsibilities of marketing function with wider organisational
context ...................................................................................................................................3
TASK 2............................................................................................................................................5
P3 Application of elements of marketing mix by different organisations to achieve business
objectives................................................................................................................................5
TASK 3............................................................................................................................................7
P4 Marketing plan for n organisation.....................................................................................7
Covered in PPT.......................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is a process include various activities to attract large number of customers
towards the firm's product. This is the only activity which provide an opportunity or platform to
a firm to communicate with large number of customers (Wirtz, 2012). Basically this a process of
create, communicate and offer something to individuals for satisfy their specific needs. This
activity start from identify the needs of customers. This is one of the important activity of every
organisation and contribute a lot in growth of company. It is very essential that this should be
well executed by every firm. Various communication tools such as advertising, sales promotion,
direct marketing, personal selling , publicity and many more are used by a company to deliver
information and pursue large number of individuals to buy firm's product. Wilkinson one of the
biggest retailer who deals in variety of grocery, skin and health care products, is taken under this
report for study. Main function, roles and responsibility of a marketing department is detailed
under this report. Further relationship of these functions with other function of a company is also
mentioned under this. Marketing plan for Wilkinson and application of elements of marketing
mix by different enterprises is also described in this.
TASK 1
P1 Key roles and responsibilities of marketing function
Marketing department is one of the main department of every enterprise. This is the only
function which communicate with customers and give them information about the company's
product and services. This department first collect information about the needs, wants and tastes
of customers. After that this collected information is used by top managers of firm to delver
quality products to its customers. Like any any other department there are some main roles and
responsibilities of marketing department also and it is very necessary that all these should be
well executed by firm. Main roles and responsibilities of marketing department of Wilkinson can
be understood by the following points: Product: Any item which is produced by company to satisfy needs of people is know as
product. It can be tangible or intangible orb can be a form of a product and service. It
comes under the responsibility of marketing department to ensure that firm is producing
right product which have demand in market (Rowley, 2016). It is very necessary that
extensive research must be done by the marketing department during the development
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phase of product. Further it also a responsibility of marketer of company to produce a
right product mix. Price: Amount of product which is paid by a customers to get the product is known as
price. It is one of the important component of growth of that product. This decide profit
of company. To set a right price for product research can be conduct marketing
department in order to get idea about what customers are willing to pay for company's
product. This is the only factors which give shape to the perception of an individual about
the product (Pike, 2015). Offer value to customers for the price they pay comes under the
responsibility of marketing department. Market penetration, market skimming and neutral
pricing are the main strategies which can be used by Wilkinson to set price for its
product. Selling: Exchange of goods to customers in exchange of some monetary amount is
known as the process of selling. It is very necessary that this process should be
convenient and for this various efforts can be done by the marketing managers. They can
make sure that products of firm are available near all the stores of customers so they can
easily purchase product without facing any kind of inconvenience. Promotion: this is one of the important activity of marketing department as it help to
boost sale of company's product and help in brand recognition. Public relations,
advertising, advertising and sales promotion are the main key elements of promotion
which can be used by marketing manager of Wilkinson. It is a foremost duty of
marketing manager to utilise all the resources and make and communicate a effective
message with customers so they can be influenced to buy the company's product. MIS: Management information system is a concept under which enterprise store
collected data in technological devices such as computers and use this later for making
decision about the company (Papasolomou and Melanthiou, 2012). Number of research
are undertake by marketing department to identify about what is going on market, needs,
wants of customers and many more. It is very essential for marketing manager to store
this data and then provide same to the top managers so they can take effective decisions
about future activities of company.
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 Distribution: Various distribution tools and methods are there which are used by firms to
deliver final products to end customers. It is very necessary that company should use cost
and time effective methods to keep cost of product low and to deliver products on time.
 Financing: Funds are one of the essential component of all activities of business
enterprise (Ogunmokun and Tang, 2012). Lack of funds create obstacles in functioning of
firm. So it is very necessary that marketing manager should utilise all the funds available.
All these are the main roles and responsibilities of a marketing department of Wilkinson.
It is very necessary that all should be well execute by company so it can achieve its target and at
the same time can generate more revenues. In this way firm can maintain the quality of its
products and can attract large number of customers towards its product.
P2 Relation of roles and responsibilities of marketing function with wider organisational context
Marketing is broad concept it includes number of activities from identify needs of
customers to deliver them the same. Understand this concept is very essential for every
enterprise to get success and growth in market. Main advantage of this is that it guide and
support decision making process of top manages and at the same time ensure optimum utilisation
of all resources. It is very essential for a manager to have a great understanding of activities of
marketing department because this affect other activities of an enterprise. Interrelationship of
marketing function with other important function of an enterprise can be understood by the
points stated below: Operation department and marketing department: It is very essential that production
activity of an enterprise should be well executed for maintain quality of products and to
achieve efficiency. Operation department of firm execute this activity. It is very
necessary that there be a coordination between marketing department and operation
department of Wilkinson because this guide and support the activities of marketing
department by make the manager inform about the quality of product. Further this ensure
achievement of organisational objectives. Marketing department and finance function: It is very necessary that marketing
manager should have sufficient amount of funds to execute all promotional activities.
That's why it is very necessary that there should an effective coordination among the
finance and marketing manager of Wilkinson (Nguyen and Simkin, 2012). Finance is the
only department who make budgets and allocate funds to various department to
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implement their activities for achieve end results of company. It is very essential that
promotional activities of firm should be executed well because this increase the sale of
firm's product and help to achieve objectives of company. Research and development department with marketing function: Coordination among
the activities of R&D department with marketing department is very necessary for
successful market research and to introduce a new product. This coordination provide
support to innovation process of company which attract more number of customers.
Marketing department of company suggest R&D department about the areas of study and
than collected information provide input to marketing operations of firm. Marketing and engineering: Department of engineering is responsible to design
manufacture process which ensure production of products with high quality and have
high potential of growth and profit (Mihart, 2012). View points of both these department
must be coordinated with economic and demand analysis. Marketing and manufacturing: Profitability of firm is greatly affected by the
coordination between manufacturing and marketing department. Harmony and balance
between these departments work in the best interests of company. IT department with marketing function: Due to technology revolution and intervention
different department of enterprise use various technologies for implement their activities.
Various effective techniques and technologies are used by marketing department for
online promotion of firm's product. Coordination between marketing and IT department
can assists the manager of marketing department to use best technology for getting
desired results. Sales department of company with marketing function: Promotional activities of
marketing department are directly increase sale of firm's product which increase
effectiveness of sales department (Malhotra, Birks and Wills, 2013). Coordination
between these department help in achievement of firm's objectives and ensure that firm is
generating large amount of profits.
 Marketing department with HR department: Management of all activities related with
employees of enterprise are managed under HR department. Skills, capabilities and talent
of employees working in an organisation affect the quality of products made by firm and
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all this affect activities of marketing department. By bring coordination between these
departments managers of Wilkinson can achieve set objectives in a better way.
All these are the main activities of an enterprise which get affected by the marking
department and activities of a company. It is very essential that manager of firm should have
information about this so he can plan the business activities accordingly and can formulate an
effective marketing plan for business.
TASK 2
P3 Application of elements of marketing mix by different organisations to achieve business
objectives
Marketing mix is a concept which help enterprises to put right product, at right place and
at right price. Product, price, place and promotion are the main key elements of this concept. It
help organisations to offer combination of features to its customers and at the same time sit
support firm to set right price for its product. People, process and physical evidence are the
extended P's of this concept (Kennedy and Parsons, 2014). This concept is use by firms to
achieve set targets. Application of these elements remain different from organisation to
organisation. This can be understood by the table given below:
Basis Wilkinson TESCO
Product Wilkinson deals in variety of products
form grocery items to skin care. Firm
offer quality and featured products to
its customers at low prices
(Berkowitz, 2016) . All this help to
increase number of its customers and
at the same time increase profits of
company.
Electronics, grocery, food, cloth all
are the main categories in which
TESCO deals (Baker and et. al.,
2016). Concept of internet marketing
is use by company to increase
number of its customers.
Price Quality products at affordable prices
is one of the main characteristic of
Wilkinson. Company offer value to its
customers for the pay which increase
their level of satisfaction and at the
Success and growth of product is
mostly depend on its price. That's
why price is very crucial element
and it is very necessary to set a right
price for product. Strategy of cost
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same increase revenues of company. leadership is adopted by company.
For this company do efforts to
maintain quality of its products to
satisfy the requirements of its
customers.
Place Wilkinson has more than 1500 stores
through which company is offering its
services to its customers in more than
300 countries. Layout of stores is
simple and easy so this decrease the
purchasing time of customers. Time
and cost effective strategy is use by
company to store raw materials at
warehouse. All this help to maintain
the price of final product.
Presently firm is operating in more
than 350 countries and have more
than 6000 stores. Firm generate
large amount of revenues every year
(Brassington and Pettitt, 2013).
Products of firm are available near
all the stores of customers which
increase sale of company's product.
Further individuals can buy firm's
products online also.
Promotion Wilkinson use a variety of
communication tools called
advertisement, personal selling, sales
promotion, direct marketing and many
more to motivate customer and to
increase the sale of firm's product
(Illing and Anders, 2016). Effective
utilisation of all resources is necessary
to achieve goals of marketing.
TESCO also use a combination of
communication tools for advertising
its product. Managers of TESCO
think low prices of product are
enough to attract more customers.
But still firm use communication
tools to capture a larger market
share.
People It is very necessary than an enterprise
should have skilled workforce to
serve large number of customers
effectively. Because these are the one
who make products for customers and
deliver them services. One of the
To get competitive advantage
TESCO is providing training to its
workers to deliver effective services
to customers. Timely evaluation of
employee's performance is also done
by company to identify the gaps
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biggest strengths of Wilkinson is that
firm have huge number of capable
candidates which contribute a lot in
success of company and at the same
time help a lot to implement complex
tasks.
between actual and standards skills
to operate effectively.
Process Various efforts are done by Wilkinson
to make the selling process more
convenient. For this manager
encourage the training of staff
members so they can suggest
customers to make a better purchase
decision.
Quick and effective services is
provide by company provide a better
experience of purchase to its
customers. Company use effective
strategies from purchase of raw
material to deliver final products to
keep the prices low.
Physical evidence Physical evidence of products offered
by customers is very effective and this
is the main reason which attract large
number of customers towards its
product. Along with this layout of
firm's stores is also simple and
attractive which add comfort to the
whole purchasing process of
customers.
TESCO provide an opportunity to its
customers which is to test the
features and function of a product
before make a final decision (Dibb
and Simkin, 2013).
All these are the main key elements of marketing mix and effective application or use of
these factors is necessary Wilkinson to achieve set objectives. With the help of this company can
offer value to its customers to satisfy their needs and to get their loyalty for the brand.
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TASK 3
P4 Marketing plan for n organisation
Covered in PPT
CONCLUSION
From the above information it can be summarised that marketing is one of the essential
activity in today business world for a firm like Wilkinson. It is very necessary that this activity
must be well implemented by firm to attract large number of customers and to capture a large
market share. Due to existence of large number of competitors it is very necessary that all efforts
should be done by the firm to offer quality products to its customers at affordable prices. To
achieve set objectives it is very necessary that all min roles and responsibilities of marketing
department should be well executed by Wilkinson. As all activities of marketing department are
link with other organisational functions so manager should have deep information about this.
Effective application of all factors covered under the concept of marketing mix is necessary by
firm. Further, it is very necessary that manger of firm should have detailed information about
important aspect of firm to formulate an effective marketing plan for company.
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REFERENCES
Books and Journals
Baker and et. al., 2016. The evolution of services marketing, hospitality marketing and building
the constituency model for hospitality marketing. International Journal of
Contemporary Hospitality Management. 28(8). pp.1510-1534.
Berkowitz, E. N., 2016. Essentials of health care marketing. Jones & Bartlett Publishers.
Brassington, F. and Pettitt, S., 2013. Essential of marketing.
Brooks, N. and Simkin, L., 2012. Judging marketing mix effectiveness. Marketing Intelligence &
Planning. 30(5). pp.494-514.
Caragher, J. M., 2016. 7 Essentials for a CPA Firm Marketing Program. The CPA Journal.
86(12). p.11.
Desai, S. S., 2013. An analysis of the competitive marketing strategies of the hospitality industry
in UAE. IUP Journal of Management Research.12(1). p.22.
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
Illing, L. and Anders, F., 2016. Human Resources Marketing and Recruiting: Essentials of
Executive Search. Handbook of Human Resources Management, pp.139-171.
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.
Malhotra, N. K., Birks, D. F. and Wills, P., 2013. Essentials of marketing research. Pearson.
Mihart, C., 2012. Impact of integrated marketing communication on consumer behaviour: effects
on consumer decision–making process. International Journal of Marketing Studies.
4(2). p.121.
Nguyen, B. and Simkin, L., 2012. Fairness quality: the role of fairness in a social and ethically
oriented marketing landscape. The Marketing Review. 12(4). pp.333-344.
Ogunmokun, G. O. and Tang, E. C. H., 2012. The effect of strategic marketing planning
behaviour on the performance of small-to medium-sized firms. International Journal of
Management. 29(1). p.159.
Papasolomou, I. and Melanthiou, Y., 2012. Social media: Marketing public relations’ new best
friend. Journal of Promotion Management. 18(3). pp.319-328.
Pike, S., 2015. Destination Marketing: Essentials. Routledge.
Rowley, J., 2016. Information marketing. Routledge.
Wirtz, J., 2012. Essentials of services marketing. FT Press. O. and Tang, E. C. H., 2012. The
effect of strategic marketing planning behaviour on the performance of small-to
medium-sized firms. International Journal of Management. 29(1). p.159.
Online
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