Marketing Essentials: A Comprehensive Guide to Marketing Principles and Strategies

This comprehensive guide delves into the fundamental principles and strategies of marketing, exploring key concepts such as the marketing mix, market research, segmentation, targeting, and positioning. It provides a practical framework for understanding the role of marketing in achieving business objectives and navigating the complexities of the modern marketplace. Through real-world examples and case studies, this resource equips learners with the essential knowledge and skills to develop effective marketing plans and campaigns.

Marketing Essentials
1

Table of Contents
Introduction................................................................................................................................3
Task 1.........................................................................................................................................4
P1: Explain the key roles and responsibilities of the marketing function..................................4
P2: Explain how roles and responsibilities of marketing relate to the wider organisational
context........................................................................................................................................5
Task2..........................................................................................................................................8
P3: Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives......................................................8
Task 3.......................................................................................................................................12
P4 : Produce and evaluate a basic marketing plan for an organisation....................................12
You need to reflect on your group work and highlight your contributions
and learning during the group work..........................................................................17
Conclusion................................................................................................................................19
Reference List..........................................................................................................................20
Appendices...............................................................................................................................22
2

Introduction
Marketing is a concept that covers different aspects like processing, distribution,
advertisements, promotion of products. Once the products are manufactured, they have to be
distributed to the consumer. The products are first provided in the warehouses after which
they are delivered to the retail shops along with the wholesale shops from which they are
provided to the consumers. The system operates in a chain manner. The system of marketing
is configured in the scenario from where the procedure of retailing and management starts. In
this project, the company that would be discussed is Rolls Royce, which is a registered
company and a subsidiary of BMW. It is an automobile company that acquired the rights
from the Spirit Old Ecstasy. The system of marketing is a diverse scenario. It is the system
where the marketing prospects regarding the company are highlighted. The company deals in
motor products and manufactures the products accordingly, and this project contains details
about the importance of marketing for increasing the sales.
3

Task 1
P1: Explain the key roles and responsibilities of the marketing function.
Marketing is the concept, which is based on promotion, distribution, retailing and
deliberation. The company that has been selected in this project is Rolls Royce. The
marketing scenario is a versatile concept and is diverse in nature. There are certain important
factors of marketing that have been mentioned hereunder.
 Marketing creates employment. Once a company launches a product in the market,
they find people for undertaking marketing activities, because of which employment
is provided to the local people. The employment provided helps in providing a
backdrop for enhancement in the organization.
 The next importance is the income and revenue generation. When a company carries
out marketing activities, the revenue incurred by the company increases because of
increased awareness.
 There are a number marketing concepts in the marketing scenario, which can be used
by the company for enhancing its sales. The production concept should satisfy the
need for consumer satisfaction. Consumers will approach the product whose price is
cheaper as compared to the other companies. While the company goes for
implementing the production procedure, it has to determine the nature and
behavioural approach of the consumers.
 Selling concept is the effort on the part of the organization to enhance the marketing
approach in the organization by uplifting the promotion measures (Kotler, 2015).
 Marketing concept is highlighted towards the overall scenario of the organization in
the global sphere.
 Product approach is directed towards the quality, marketing, performance and
innovative characteristics. The organization is to highlight on the target consumers
while the product is launched.
 Socio-marketing approach is highlighted towards the needs, interests of the
consumer forum. It basically takes into account the trend that is popular in the
market.
4

Current and future trends in the marketing are directed towards the behavioural approach of
the consumers and the sole tendency to focus on this is integral to all efforts that they make.
The approach is directed towards the trend that is being operated in the current scenario. The
trends regarding the same are figured out by the demands and supply chain the market.
Marketing process is the overall scenario involved in the implementation of marketing
strategies.
The strategies are
 Situational strategy is directed towards the situation that are provided under SWAT
analyses. It takes into account the analysis of the pros and cons that are encountered in
the scenario simultaneously.
 Marketing strategy is the policy that is to be encountered during the course of
proceedings in the organization (Armstrong et al., 2015). It is the minutes that are
properly chartered during the course of events in the organization.
 Marketing mix decisions is the overall analyses of the seven Ps that are in the
marketing concept. This marketing mix is important as it can influence the ways in
which consumer are created by using the 7 P’s.
 Implementation and control are directed towards the management functioning in the
organization (Rice, 2013). Implementation of the policies leads to an effective
execution of these policies, which is the primary concern of the organization.
Implementation of the policies has to be backed by the transparency and execution
proceedings in the organization. In this report, the organization is Rolls Royce. The
organization needs to take into account the present and the future prospects in all their
operations simultaneously (Bryson, 2018). The organization should take into the
present and future prospects before execution of the policies encountered.
P2: Explain how roles and responsibilities of marketing relate to the wider
organisational context
Marketing is a concept that is directed towards the concept of innovation (Lyasnikov, 2014).
The concept of marketing usually leads to progressive development. The development in the
sphere of marketing is possible by the implementation of the policies clubbed with execution
of the changes if any during the course of the proceedings. There are a number of roles and
responsibilities in the marketing fields. The roles and responsibilities are:
5

 The first role is regarding defining the product and managing the products in the
field. In this scenario, the model swift tail will be used. It is a eco friendly car. It is
manufactured specially for the rich sections of the society. The section is directed
towards the upper class of the society. The car is designed in the manner of a sports
car. Its accessories are directed towards concept more sustainable output upon the
environment.
 Conducting campaigns is the next in the marketing scenario. It tends to promote the
product in the market and provide the use of the product in the marketing campaign
that is conducted. The marketing concept tends to promote the product in the market
and provide the qualities and the accessories it incurs which differentiates it from the
other products.
 The next role of the organization is the management and the monitoring of the social
media in the market. The social platform acts as a decisive move in promoting the
product in the market. The product characteristics and the speciality of the product is
highlighted in the social media simultaneously. It is a vibrant approach in gaining
effective markets for the product (Percy and Elliott, 2016). The product being directed
towards a specialised class of people tends to acquire them in its marketing approach.
The scenario should be directed towards the monitoring of the same simultaneously.
This is a significant scenario where the activity of the organization would tend to
escalate and the shares would tend to increase.
 The communication in the scenario is a vibrant sphere in the fields. The
organizational internal communication should be enhanced in the similar fashion. The
organizational employees should take note of the company goals, priorities and the
values simultaneously. These would help in progressive and vibrant scenario that
would be prevailing in the market research. The progressive and detailed analysis of
the organization can. The need for effective communication is vital to ensure this. The
organizational scenario in the market tends to shift ways by the effective and fruitful
communication in the market scenario.
 Market research is the research regarding the market in the field of cars. The
organization would take into account the market scenario prevailing in the field at that
point of time. The organizational sphere tends to formulate in the scenario
simultaneously. The organization trend prevailing in the present market would be
taken into account before analyzing the pros and cons in the organization
simultaneously. Market research is the analysis of the pros and cons of the market
6

scenario and simultaneously implementing the changes in the organization. The
organization would take the necessary measures to eliminate the lacuna prevailing in
the market at that point of time.
7

Task2
P3: Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives.
Marketing mix is an important tool for forming the correct strategies of marketing and its
implementation through some effective tactics. Marketing mix is very crucial for a marketer.
Consumer’s decision is affected by marketing mix (Mix and Brand, 2017). There are certain
factors that influence the decision of the customers to buy something. These elements can be
used to strategise ways in which the business objectives can be achieved to purchase
something and all these are major parts of 7 Ps of marketing mix. These elements are very
essential for the marketer to conduct an important marketing plan. The 7 Ps mainly describe
price, people, promotion, physical evidence, process, place and product (Pike ,2015).
In order to achieve the marketing goals, larger organizations will adopt few strategies of
marketing mix and implement them accordingly to develop their business. The two large
organizations Rolls Royce and Jaguar have also adopted few strategies and executed them
accordingly. The comparison of 7 Ps of marketing mix of Rolls Royce and Jaguar is showed
below:
Elements Rolls Royce Jaguar
Price
Rolls Royce has set their
prices equally and
promotionally according to
the income of the consumers.
The company mainly
produces car for high-income
people (Wirtz and Lovelock,
2016). Very less number of
people could afford this car
through all over the world.
Thus, it has given the
organization to gain a sense
of competitive advantage. As
This car mainly uses an
excellent premium pricing.
Jaguar car are generally
expensive, thus if someone is
looking at the price of petrol
and diesel then this car is not
for the person. This car holds
a high position value in the
market; it provides loans and
dealership to the consumers.
The maintenance of Jaguar is
costlier than other cars. As it
have luminous features and
8

the production cost is high,
the demand graph is less.
Although the profit rate of
this company is huge as the
budget is extremely high.
Brand of Rolls Royce, the
experience of its products
and the ambience provides
the customer an important
reason to buy the product.
other necessities.
Product
There are multiple products
that this company has
injected in this entire global
market. Rolls Royce is proud
to get a remarkable mark in
the market. The company has
produced automotives that
cope up with the fuel usages.
Thus, Rolls Royce has
identified as the main
competitor in the car market
(Harrison ,2017). The Rolls
Royce Wraith that the
company recently launched
will help the company attract
customers.
Jaguar has made many
innovations in their products.
They have launched many
new products recently and
gained huge popularity in the
market. They have adopted
few innovative strategies to
make an extraordinary
position in the market and
thus, they gain popularity.
The Jaguar XE is a new
product launched by the
government, which takes into
account current market
trends.
Place
Rolls Royce has identified
multiple segments in the
market where the demand of
their products are high. They
have penetrated into the
markets where their products
are sold and people can
Jaguar is not for everyone as
every people cannot afford
this car. Thus, it flourishes its
business in premium urban
areas and throughout the
world. As the markets are
enhancing the company is
9

afford their products. Usually
the country sells their cars in
developed countries.
opening more showrooms
and dealerships. Thus, it
increases the chance to reach
to the top class people who
can afford this car.
People
The Rolls Royce company is
very interested to make its
entire workforce efficient and
enhance the production line.
This process has made their
employees to become more
customers friendly and
creative. Thus, it has
enhanced the self –image of
the company and its power to
fulfil the expectation of the
consumers (Glende, et al.,
2016). In this organization
the managing staffs and
directors promotes the
products and services.
The Jaguar organization is
very conscious to maintain
their brand image. In order to
uplift their brand image they
put all the efforts altogether.
They make a strong bond
among their work force and
gives the best service to their
customers. Their main
motive is to satisfy all the
customers and uplift its brand
image. They promote the
products along with every
staff.
Promotion Rolls Royce is very advanced
in case of promotional
activities. They organize
important events and
promote their products
through advertisements. The
promotional tactics reveals
the major green revolution of
Rolls Royce and enhances
their marketing abilities
(Steenkamp, , 2017).
In case of Jaguar, the
promotional activities
include the products and
services and they organize a
grand event to promote their
products. They organize
marketing campaigns and
advertise their products
internationally and thus it
enhances the sales and
productivity of its product.
Process Rolls Royce has focused on Jaguar has given limited
10

the lean production and thus,
it can able to produce the
products on time (ft.com,
2018). Proper and efficient
management has decreased
the cost and the entire
wastage and thus it increases
the efficiency. This has
enabled the organization to
earn huge share in the
market.
production but the efficiency
has increased largely. The
entire management has
included some effective
strategies to enhance its
growth, with maximizing
efforts and brilliant
strategies. They incorporated
many effective procedures to
gain the good position in this
competitive market
(McDonald, and
Wilson ,2016).
Physical evidence
In most companies the deals
and interactions between the
company and the consumers
ends when the business deal
is finalized. However, Rolls
Royce has focused on
tangible presence and
appropriate dealership. This
confirms that customers get
the services and benefits
whenever the requirement
arises. Consumers are
satisfied with the company
and this increases the sales.
Jaguar follows a strong
procedure to make its
business deal finalized with
the customers. Starting from
managers to the staffs
everyone makes a strong
commitment and focuses on
appropriate dealership.
Customer gets the
satisfactory services and
good quality products. Thus,
all these parameters help the
business to grow faster and
make a remarkable position
in the market.
Table 1:7 P’s Analysis
(Source: Created by the learner)
11

Task 3
P4 : Produce and evaluate a basic marketing plan for an organisation.
Executive Summary
The marketing plan depicts the launching of Rolls Royce new model ‘Sweptail’ in the North
American Auto Show (NAIAS), which is to be holding on 2018. The target of this launching
is the high professionals of the current business world. The company successfully arranged
the promotion before placing the new model. The strategy of the marketing plan in to widen
the customer retention.
Company Overview
The Rolls Royce Plc founded in 1884 by the famous engineer Charles Rolls operates the
Power systems, Marine, Civil Aerospace and Nuclear segments. Nowadays, the company is
serving the military transport and patrol market in the international market. The main target
of the company is to grab the attention of the rich business class. The company launches
several new cars on any special location. The company grabbed the major portion of
automotive industry.
Business Vision and Mission
The vision of the renowned automotive organization is to strive for the perfection in their
product design and functions. The mission of the organization is to provide the best level of
comfort and mobility to the customer in every types of their transportation service. The aim
of the company is to get the excellent pre-selling and pos-selling feedback from the customer.
Current Marketing Situation Analysis
The current market analysis is essential for the designing of the marketing plan. The internal
and external environment factor is discussed in the SWOT and PEST analysis.
Internal analysis (SWOT analysis)
Strengths Weaknesses
 The international brand image
 Strong technical support from the
 Unaffordable for the lower classes
12

parent company BMW
 Quality level of the products design
and service
 Famous for the luxury variant
 Efficient and skilled employees
people
 The high pricing strategy
 Over dependency on a small group of
customers to sale the products
 Very few launching of the products
Opportunities Threats
 The integrated and technically
updated vehicles
 The centre of automobile research
study
 The absolute customization
 Low price and hybrid vehicles
 Sustainability of the products come
with the high price
 Tough competitive market
 Rapid increase in the cost of raw
materials
Table 2: SWOT Analysis
(Source: Created by the learner)
Analysis: The SWOT analysis of Rolls Royce presents that the company has the major scope
to introduce a new car to increase the selling point and profit margin (Do Quang, 2017). In
this context, the company needs to cut down the price level of the new product to widen the
customer range. This is to beat the high competition level in the international trade market.
The lowering of the waste material can reduce the high cost in resource purchasing. The
small customer market is increasing the risk factor in gaining the profit margin.
External analysis (PEST analysis)
Political
 Adaptation of EU harmonization law
 Development in the local state
 Co-operation with the governmental project
 Fair political environment
Economical  GDP growth in the international trade market of automotive
 Partnership sharing reducing the risk factor of international
competitive market
 Inauguration of the sub-contracting to control the fluctuation
demand of the customer
 Strong collaboration with the suppliers
13

Social  Eco-friendly car production to fight against the global warming
 Adaptation of multicultural work-environment
 Overload of homework for the existing employee
Technological  Gathering of highly qualified and skilled engineer
 Adaptation of advanced technology
 Attractive design and function o f every products
Table 3: PEST Analysis
(Source: Created by the learner)
Analysis: The above analysis describes that the political factor is positive for the company to
launch the new car. The eco-friendly car Sweptail is coming to benefit the rich business class.
The strong bonding among the business partners is helpful to protect the sudden fall in the
finance market. The overloaded work pressure of the employee is generating the negative
image of the company. The use advanced technology helps the company to increase the
customer retention in the current market (Smith, 2013). The company need to put special
focus on the employee satisfaction. The cut down of the price will increase the selling points
and the customer number.
Marketing Objectives
The marketing objective of this new eco-friendly car model Sweptail is to enter in to a new
market segment. Another objective is the improvement in the brand image and product
awareness in the international competitive market. The increase in the selling point by 5% is
the prime objective of Rolls Royce.
Core Strategies
The core strategies of the brand company are the effective 7Ps. The strategic use of the 7Ps is
responsible to make the marketing plan a successful one (McDonald et al., 2012).
The 7Ps marketing mix:
Product: The new car Sweptail is an eco-friendly car. This product is to attract the customer
with the high speed and comfort to help the rich business in their efforts. The competitor
company Tesla already launched a new model, which is also eco friendly. However, it is
tough to beat the competitor. Therefore, the attractive exterior design of the car is only to
grab the attention of new and future customer (Ng et al., 2012).
14

Promotion or Communication mix:
The company always puts theory special focus on the promotional mix. However, the current
market requires a massive promotion and mass awareness before launching any new or
modified products. Therefore, the company has chosen the international platform North
American Auto Show (NAIAS) to launch the new product.
Pricing Strategies:
The price level of the company is lowering down. The objective of the company is to increase
the customer number. However, the small numbers of customer stands as a threat towards the
risk factor in the competitive market.
Place: The strategic management of the supply chain is another factor to improve the
marketing process. The placing of the new model in an international trade fair is to gain the
attention of the international customer.
People: the satisfaction level of internal stakeholder is the prime concern of the company.
This is to uplift the innovative power of the employee to enhance the product quality.
Physical evidence: the company has taken the strategy to adopt the advanced exterior design
of the new model Sweptail. The attractive design of the car is to gain the positive review of
the customer in pre-launching stage. This is to increase the positive impact in the current
market.
Process: Rolls Royce has adopted a new strategy to cut down the process of delivering the
car to the consumer. The use of highly developed and advanced technology, the company is
attempting to curtail the old and lengthy process.
Segmentation, targeting and positioning (STP)
The STP of Rolls Royce is to identify the current market to launce the new car. The
geographic segmentation is to identify the priority of the market in the international platform.
This is to increase the selling point of new hybrid car. The targeting strategy is to
differentiate the segmentation of the market and to concentrate in the niche marketing before
launching the products. The product positioning is to beat the competitors in the international
automotive business.
Tactics & Action
Rolls Royce adopted the low pricing tactic is to acquire the increase in the customer number.
The company has taken the advanced exterior design to attract the customer. The eco-friendly
car production is to help the nature reducing the carbon emission.
15

Budget
MARKET ANALYSIS £229,000
Production £315,000
Promotion £413,000
Distribution £99,000
Total £1,056,000
Control
The control and monitoring over the work performance of the employees is the main concern.
The daily work progress of the project is important to control over the teamwork. The proper
application of the marketing plan is depends on the perfect management system of the
company.
Conclusion
The marketing plan is necessary to launch the new car model, Sweptail of Rolls Royce. The
appropriate operation of the marketing department is effectively promoting the marketing
plan in the international business platform.
16

Task 4
You need to reflect on your group work and highlight your contributions and learning
during the group work.
The project has provided me with the opportunity to develop my skills and benefits in several
areas. This project has enhanced my knowledge regarding the role of marketing and the way
in which it is interrelated with other functions of the company. From this project, I have
learnt the major changes that are entering into the scenario of marketing activities of
organizations. As this project was a group project this has provided me the opportunity for
gathering significant knowledge how a marketing plan can be framed and formed.
As this project was conducted in a group, this has enabled me to learn several things. The
project has unimproved my communication skills. After the completion of this project, I
have learnt to complete a group work in a convenient and comprehensive manner. I have
learnt that cooperation, collaboration is an essential aspect of group work, and this is the key
way for enhancing the performance and effectiveness of a group work. ‘
From the above project, I have come to know that marketing plays a key role in ensuing
profitability of the organization. Without an effective marketing plan and promotional
campaigns, an organization would not be able to reach to the targeted consumers. Therefore,
marketing function is an inextricable part of the organization.
The project is based on the analysis of the company Rolls Royce. I have contributed to the
project by gathering effective information regarding the company. I also have chalked out the
marketing plan and drafted the project before finalizing the final documentation. I have also
taken active participation in gathering information from the available resources. I have learnt
the major competitors of the company and the way they influences the organization. From
working in this group, I have come to know about marketing mix and some other aspects of
marketing. Working in the group has benefited me in gathering effective information as every
member has contributed in this project.
The group work has benefited me in multitudes of ways. Working in a group has an entirely
different experience than that of working alone. I have received the assistance of my group
members. However, due to the variety in perception and opinions sometimes I have to face
opposition from some of the members of the group work. This helped me to understand how
one can avoid conflicting situations in a group work. I have realized that one must
17

compromise with personal interest while working in a group and the interest of majority and
the project have to be prioritized.
The group work has helped me to enhance my knowledge in several other ways. for example,
from the group discussions I have learnt several issues that can hinder the effectiveness of a
marketing plan. With conversing with the group members I have come to know the effective
promotional activities from their perspective. For example, according to some of the group
worker social media is more effective than other media for promotional activities, while some
supported the other types of digital media marketing. Everyone has provided effective
information that has helped me to complete the project in an effective manner.
18

Conclusion
While concluding, it can be said that the seven elements of marketing mix helps to identify
the effective strategies that helps to gain the competitive advantage in the market. The
strategies of Rolls Royce and Toyota have been discussed thoroughly and the strategies they
apply to attract the customers and achieve a remarkable position in the market are described
thoroughly. Their individual contribution to enhance the business and effective measures to
become popular has been discussed accordingly. To accomplish the goals and objectives
Rolls Royce and Jaguar has applied 7 Ps of marketing mix. Thus, they gain a strong position
in the market through their important strategies and effectiveness. They have earned many
revenues and their individual performance has been discussed. The marketing analysis is also
shown and the utilization of marketing mix is given at every points of 7 Ps.
19

Reference List
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Bryson, J.M., 2018. Strategic planning for public and nonprofit organizations: A guide to
strengthening and sustaining organizational achievement. John Wiley & Sons.
Do Quang, H., 2017. Marketing SWOT Analysis of Rolls-Royce Motor Cars (Doctoral
dissertation, Empire State College).
ft.com (2018). Rolls-Royce designs a revolution on factory floor. [online] Ft.com. Available
at: https://www.ft.com/content/9c8b8148-cf9d-11e5-831d-09f7778e7377 [Accessed 12 Mar.
2018].
Glende, S., Conrad, I., Krezdorn, L., Klemcke, S. and Krätzel, C., 2016. Increasing the
acceptance of assistive robots for older people through marketing strategies based on
stakeholder needs. International Journal of Social Robotics, 8(3), pp.355-369.
Harrison, A., 2017. Design for Service: The Advanced Services Transformation Roadmap at
Rolls-Royce The Advanced Services Transformation Roadmap ensures that service
considerations are integrated into every step of the engine design process. Research-
Technology Management, 60(4), pp.19-25.
Kotler, P., 2015. Framework for marketing management. Pearson Education India.
Lyasnikov, N., Dudin, M., Sekerin, V., Veselovsky, M. and Aleksakhina, V., 2014. The
national innovation system: the conditions of its making and factors in its development.
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit
from them. John Wiley & Sons.
McDonald, M., Payne, A. and Frow, P., 2011. Marketing plans for services: A complete
guide. John Wiley & Sons.
Mix, M. and Brand, C.B., 2017. Marketing Management.
20

Ng, I., Parry, G., Smith, L., Maull, R. and Briscoe, G., 2012. Transitioning from a goods-
dominant to a service-dominant logic: Visualising the value proposition of Rolls-
Royce. Journal of Service Management, 23(3), pp.416-439.
Percy, L. and Elliott, R.H., 2016. Strategic advertising management. Oxford University
Press.
Pike, S., 2015. Destination Marketing: Essentials. Routledge.
Rice, A.L. ed., 2013. The enterprise and its environment: A system theory of management
organization (Vol. 10). Routledge.
Smith, D.J., 2013. Power-by-the-hour: the role of technology in reshaping business strategy
at Rolls-Royce. Technology analysis & strategic management, 25(8), pp.987-1007.
Steenkamp, J.B., 2017. Global Marketing Mix Decisions: Global Integration, Not
Standardization. In Global Brand Strategy (pp. 75-109). Palgrave Macmillan, London.
Wirtz, J. and Lovelock, C., 2016. Services Marketing: People, Technology. World Scientific
Publishing Company.
21

Appendices
22