Contents INTRODUCTION...........................................................................................................................3 MAIN BODY...................................................................................................................................3 P1. Role and responsibility of marketing function.................................................................3 P2. Explain roles and responsibility of marketing in wider organisation context..................3 P3. Comparison of marketing mix techniques.......................................................................5 P4. Explain the marketing Plan which can be used by the organisation................................8 CONCLUSION..............................................................................................................................11 REFERENCES..............................................................................................................................12
INTRODUCTION Marketing is the process of promoting the awareness of product in the market and to understand the need and requirement of the customer. Amazon is the American company mainly focussed on providing e-commerce services to the customer. Amazon was founded in the year 1994 by the founder Jeff Bezos (Atwal and Williams, 2017). This assignment highlights the roles and responsibility of the marketing function in the organisation. Further thisassignment highlights the importance of marketing in wider context by interrelating the function of marketing with other department. Further this report explains the marketing mix implication of different organisation and in the end it shows the plan for the organisation to grow in the competitive market. MAIN BODY P1. Role and responsibility of marketing function Marketing Functions and Key roles- marketing functions plays a vital role to satisfy costumers needs and requirement. it is an exchange of goods and services. It is a continuous process by letting know that what customer wants and full fill their needs in order to make huge profits. Functions of the marketing are as follows Research and Development: Marketing used to help the company in knowing what is asked by the customer in the market and on the basis of that product are developed. here the needs of the customers like what they want, in what quantity, at packaging what prices fall in this criteria. Here the relevant information of the costumer is analysis and on behalf of this amazon company got to know that which product is most desirable in the market.Marketing function is responsible for gathering necessary information about market so that actual needs of buyers can be identified and company can offer them products accordingly. By gathering information organisation can know more about market and can make good strategies so that it can gain competitive advantage. Its identify needs, want and demand of the costumers and analyse identified information to take decision for successful marketing. Amazon analyse marketing environment for know about competitors. Product designing and development- Marketing plays a very crucial role in the product design has the product design in the organization are designed on the basis of the information gather from the market and the same are implemented in the new project of the company.design of the product plays an important role in selling. The company whose design and quality is better and 3
attractive sells more product as compare to the company whose design and quality is weak and unattractive. Nowadays amazon not only maintained the design but also maintains its quality by taking care of health and environment. Marketing planning- it involves the blueprint of the overall marketing’s efforts of the Amazon. it ensures the marketing strategies which is used to selling the product and helps to run the business of the amazon successfully. Some benefits of the marketing planning are, it provides the internal communication among the employees of the amazon and it also defines the assignments of tasks and responsibilities and sets the schedule for implementation. It also helps in monitoring evaluating the performance of the marketing strategy of the amazon. The main responsibility of marketing function is to make plan so that forecasting can be done and demand can be met. By the marketing planning company increase their customers. Marketing function responsible to increase amazon customers and increase market shares by marketing planning. In the marketing planning company responsible for added more new product which are not available on the another e-commerce firm. The company need to decrease product price for increase amazon business and selling more product. Packaging and labelling- Amazon's packaging aims to minimize the products from physical damage, destruction and breakage. Such as mechanical shock, vibration, electrostatic discharge and compression and temperature and Barrier Protection (provides oxygen absorbers to extend th shelf life of the product).packaging minimizes the security risk of the shipment with improved tampered resistance may also include authentication seals and use anti-theft devices and also security print so the content is not spurious. Marketing has to ensure product designing and effective labelling that can gain attention of buyers. The labelling means putting all information of about specific product and packaging process is use for product security. Amazon is responsible for secure packaging of the product. Company’s packaging plays important role in order to make consumers loyal towards the brand. Customer support service- Marketing also plays a very crucial role in improving the customer relation as the main objective of the Marketing used to assess the difficulty which is faced in the market and the organization used to conquer the same to achieve the organizational goal. Customers support is important function of marketing. Through marketing Amazon can analyses issues of consumers and can resolve through social sites immediately. If Amazon provides great customer support service then it would aid in raising customer satisfaction. The marketing 4
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responsibility involves sale service, credit service, solve customers’ problems, technical services, maintenance services, technical services and consumer information. Raising brand awareness Through marketing Amazon can raise awareness among consumers about products and services. Marketing assists in reaching to mass audience and influencing their buying decision. This is beneficial in increasing number of customers in the organisation. P2. Explain roles and responsibility of marketing in wider organisation context Marketing, Marketing does not only mean to promote the awareness of the company product in the eye of the customer, Marketing also helps or assist many departments in the organisation as through the help of the Marketing only that department used to increase the efficiency of their work. The primary function of the Marketing is to sell the product to the customer but is not an only function of marketing, In the big organisation like Amazon marketing policy of the organisation also plays a vital role for the different department as in the end all the policy and department work to achieve the organisational goal of the business (Pike, 2015). Marketing inter-relationship with Operation management or Production:As Amazon is well known for selling the product of the other brand on companies' portal or website but as from last few years’ companies has started to manufacture own product and also started to give the own services to the customer in the form of Amazon prime video streaming and Amazon pay (Peattie, 2016). Marketing has played a very crucial role in the success of these products as marketing has helped the company in adequate research and development process as company as enter into the video streaming and mobile wallet market in the developing stage itself which has helped the company in gaining good name in the industry. Not only that the product which are designed by the Amazon is always designed with the good quality which has helped the company in gaining good goodwill and the most important function of marketing is to promote the awareness of the product or service to the customer which was developed by the operation management or Production department in the organisation. Marketing also helps the company to deliver the order which is placed by the customer from all across the globe. Marketing with Finance Department:As Finance is the live blood of the organisation it is essential for the organisation to have an adequate Finance at every time in the organisation and 5
as Marketing function requires a very good amount of finance so marketing department used to regularly be in touch with the Finance department as they need an adequate finance or budget for the research and development process of the business. Sometime the area covered by marketing or implication of marketing policy depend upon the present of Finance in the organisation as the Finance department used to look at all the operation of the business and try to uncertain the maximum profit as Finance department used to direct the department to work in the budget which was assigned to the particular department and that's the big reason of maximizing profit for the organisation which helps the marketer to cover wider market area as adequate finance can be provided to the marketer for marketing function. Marketing with Human Resource Management (HRM):As HRM plays a crucial role in maintaining the talent in the organisation and recruiting the best talent from the market, marketing shares a good relationship with the HRM in accomplish the above responsibility as marketing is the one which helps the organisation in understanding the skills and ability which are required by the market to be competitive in the market (Fill and Turnbull, 2016). In the big organisation like Amazon also market used to provide the information about the current scenario of the market as marketing includes the very wide research about the market and on the basis of the information which was provided by the marketer. HRM department used to develop the employee by giving them proper timely training to increase the efficiency of the employee and also they used to attract the best talent from the market to carry out the activity on the basis of information provided by the marketer (East and et.al., 2016). Marketing with Sales Department:This is the department which shares a very good relationship with the marketing department as marketing is the initial process for the sales department used to work as marketing is the process in which Amazon uses to aware the customer about the requirement of the product and then sales team used to attend the customer by approaching them through the different sales tool to sell the product to the customer. At the same time sales team also helps the Marketer in the Amazon as sales team used to give an information about the product to the marketer which helps the marketer to select the area which can be targetted to get a good outcome for the company's product. Generally sales and marketing department used to make the joint policy in the organisation as both the department requires each other help in the proper working of the department. 6
P3. Comparison of marketing mix techniques BasisAmazonE-Bay ProductAmazon uses competitive product strategy to take advantage in the industry over its competitors. It gives guarantee of 2-day shipping and other benefits (Sajid,2016). Amazonprovidegoodquality productsandalsoprovidehigh qualitydescriptionwhichhelps customertopurchaseproduct. Theproductcanalsobe customisedaccordingto customers need.Users can design and see before ordering online. Amazon now looking to develop the own product as amazon has developed the Amazon stick and the Amazon pay as own product by looking at trend. E-bay in contrast with amazon consideritselfas“seller focused”. E-bay has guaranteed delivery system to compete with amazon. It provides warranty i.e. moneybackguaranteeasit ensures to take care of shipping, returns,etcincaseofany damage. E-bay is a auction site, that means anyone can buy and sellate-baythuse-bay personallydoesnotverifythe productquality,socustomers have to trust the seller. PriceAmazon uses competitive based pricingstrategy,thepriceof product and services are based on whatcompetitionischarging. Thismethodcarrylessrisk.It also provide value added services like“prime”whereuserspay subscription charges for one-day delivery and early access to deals. It charges different price for same products depending on the place E-bay offers vide range of priced items. As e-bay is a website to facilitatetransactiononly,it charges the seller fees for putting up the product. Pricing strategy usedbysellerone-bayis penetrationpricing(7P’sof marketing,2015).Thefee charged is not very high so that more and more people put their itemsine-bay.Ebaygeneraly 7
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of customers.used to vary the profit margin in the auction rate to maximize the profit from the platform. PromotionAmazonusesaggressive marketing strategy to promote its brands.Itpromotesthrough newspapers,creativetelevision commercialsandsocialmedia marketingandtargetcustomers throughtheirbrowsingpattern. Websites and blog owners also advertise amazon product link in theirplatforms.Italsogives discountsduringholidaysand festivals which result in high visit of website and to improve public brandimageithaslaunched amazon smile which donates to charityorganisations.Themost used plat form for the amazon now a day is the social media which helps the amazon to attend the large number of the customer as compare to previous. E-bayusesseveralmediato promote itself to create a strong brand awareness e.g. TV, print media, online ads, billboards etc. Italsopromoteitselflikea shopping mall in the pockets of the consumer. It also promoted onlinepaymentgatewaysand portals so that more customers could trust online transaction.It cantakeadvantageofsocial media to reach people and grow business.Itcancreate customizeddiscountsand couponsforbuyertomotivate them to spend more.E bay now have taken the help of the special tag line to promote the product in front of the customer. PlaceItisaglobalbrandandits presence all over the world. It has huge warehouses constructed in strategic location to reach even in remote areas (Churchill, 2017). It useslocalpostalandcourier It has a strong presence in online shoppinginover30countries worldwide.Itisawebsite, company is where customer is. It allows customers to buy and sell goodsacrosscountries. 8
services for transportation. Now it iscomingwithitsown distribution network for delivery of packages. Consumers can purchase direct from manufacturers cutting out retailers.Thetimeofdelivery varies according to the nature of product,physicallocationof buyerandsellerandother factors. Physical evidenceAmazon'sbiggestphysical presence is its website. Its logo very well resemble what amazon stands for (one can buy anything on amazon). Its app and website isveryuser-friendlyandbuilt with great design. Its warehouses areverylarge.Itreleasesbits financial information for investors and users yearly. E-bayhasphysicalstorein certainlocationsnamese-bay fulfilmentcentreswhich receives, store, ship and look in returns.Itswebsite,packaging boxes also add to the physical presence of the brand. It sell its product in a different colour that is easilyidentifiable. It allows customers to view its products in highqualityimagethrough various angles. PeopleWorkforce has a great importance inamazon.Employeesget benefitsthatincludehealth, financial, assistance programs and time off like vacations and equity plans irrespective of what level and domain they belong. It also provide training and development activities to employees. There are 2,30,800employeesworking acrossthe globe (Järvinen, and Taiminen, 2016). It employees 12600 people. It has multichannelinventoryandit employsitsmostofthe employees in logistics of goods. It has people working under its salesteam,customerservice department, with suppliers and at retailstores.Itsemployees receivesseveraloptionsfor pension, tax deduction for their contributionandalsoprovide health,dentalandvision 9
insurance.E-bayalsoprovides developmentworkshops, work/lifebalancetoolkitand ESOP's .E bay has also well knownforunderstandingthe needofthecustomerandfull filling the same. ProcessAssociationwithwebsiteslike twitter, by reacting to any tweet can add product to their cart. It usesbusinesstechnologyto supportitsdailyactivitiesand providelocationinformationof theirpackage.Newtechnology has made easy for the customers tocommunicateandgive feedback.Thisprocessvery usefulforthecompanyto improvethemselvesandsatisfy customers need. E-bay gives a platform for easy sellingandbuyingwithbest price. On the buyer side, highest bid gets the product, the bids are time bound and highest bid in less time gets the product. On the seller side, seller has to upload picture and describe the product. Oncethebiddingisdonethe product is shipped and payment isreceived.Itunderstands customer need through feedback collected at store, its helpline or social media pages. P4. Explain the marketing Plan which can be used by the organisation Executive Summary Amazon is American company mainly focussed on providinge-commerce,cloud computing, digital streaming andartificial intelligence to the customer. Amazon was found in the year 1994 by the founder Jeff Bezos. Amazon is one of the big technology company out of top four companies in the world. Amazon has more that 650000 employee working for them to carry out their day to day activity (Churchill, 2017). Amazon in the initial stage was well known for 10
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selling other brand product at the company portal but after that company has stated to manufacture own product and also started to serve the people in other industry also such as video streaming and mobile wallet. STP Segmentation Amazon has to segment or need to make a different group of the customer depending on the basis of the customer need and requirement. Amazon need to take care that all the group which is made is relevant to the digital watch product. Targeting After that Amazon need to evaluate all the group on the basis of the need and requirement of all the group and need to select the best group which can be satisfied by the Amazon and increase the current situation of the business. Amazon need to take care that the group which is selected by the company is easy for the marketer to reach. Positioning In the end company need to position the digital watch toward the selected group in the previous points. Amazon requires using the best suitable marketing tool to promote the awareness of the product in the customer eye. Objective Main objective of the Amazon is to increase the sell of the product up to 15-20 percent and to increase the satisfaction level of the customer by 20-25 percent and the main objective of the company is to produce the product with the best available quality company will achieve these all by introducing new product in the face of digital watch as Amazon has looked and search in the market that there is a need of the product in the market so it will help the company in satisfying the customer need as well. Mission and vision Amazon is looking to produce more technology product in the market as amazon has a good goodwill in the market which will help them in selling the product more proficiently. The main mission of the Amazon to take a competitive advantage in the market as the technology is evaluating at the timely basis and the company is having the vision that these is the best opportunity for the company to capture good market as many new companies are trying to come in the market but finding it difficult to find a place but with good resources' amazon can do it. 11
Situational Analysis Amazon is doing well in the current market, SWOT is the best way to find out current situation of the company. SWOT analysis of the Amazon is as follows: Strength Amazon main strength is the customer trust and believe in the product as Amazon is well known for selling the top quality product to the customer which has build a good name of the company and the competitive advantage which is enjoyed by the Amazon is also a big strength for the Amazon, huge investment in research and development plays a crucial role in competitive advantage. Weaknesses As Amazon is looking for diversification of the business in last few years in the industry like video streaming and wallet which has loose the share of Amazon in the e-commerce business to the new entrant and to other competitive organisation (Ryan, 2016). Opportunities Amazon has good opportunity to grow the business as the industry in which company is looking to grow with the diversification is the new and developing industry andwill help the business in getting the competition advantage in the initial stage itself. Threats One of the big threat which is faced by the Amazon is that there is rapid change in the technology for the business and it asks a good effort from the Amazon to cope up with the same and also keeping the privacy of the data of the customer as Amazon has the data about all the customer. Budget Amazon will require at least of 75000 pound budget to introduce the product in the market. New Resources (Machinery)35000 pounds Rent5000 pounds Electricity5000 pounds Raw Material10000 pounds Conveyance5000 pounds Employee wages15000 pounds 12
Total75000 Pounds As shown in table that these are the minimum requirement for the amazon to produce the Digital watch in the market Allocation of Resource Amazon will be allocating the resource to all the department by proper scheduling of the resources and after that ascertaining the requirement of the resources for all the department and after that on the basis of that the resource will be allocated to allthe department in such a manner that the resource can be efficiently used. Strategy Innovative product will be the one of the biggest strategy will be brought by the amazon as it will help theorganization in improving the sales of the company and also improving the customer satisfaction as the product will be having all the need and requirement of the company. Market research is the another technique which will be used to see what is require in the market by the customer. Monitoring and Controlling Benchmarking Amazon can use benchmarking approach to evaluate the performance of the product in the market by the help of this policy company will able to touch all the aspect of the product which was not touched by the Amazon in the past (Blythe and Martin, 2019). In the Benchmarking process company will set a standard of quality and performance for the product and will evaluate the performance of the product according to the standard which was set up, which will help the company to known the performance and the negative point which is faced by the company. Amazon also requires looking at a competitor in the market and need to monitor own product according to that only which will help the Amazon in getting the competitive advantage in the market. CONCLUSION From the above study it has been summarised that marketing has performed various functions that includes market research, sales and distribution, promotion and many others. It has helped 13
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company in increasing their market share and also enhancing their global presence. Marketing of products has assisted firm in growing. Also marketing has helped firm in increasing the cash flowbypromotingtheproducts.Companiesprofitabilityhasbeenincreasedbecauseof marketing function. It has also helped firm in hiring and recruiting skilled and talented employees. Company also lays focus on the people working with them. They are engaged in providing workers with efficient training and learning lessons. This has helped company in growing. 14
REFERENCES Books and Journals Atwal, G. and Williams, A., 2017. Luxury brand marketing–the experience is everything!. In Advances in luxury brand management (pp. 43-57). Palgrave Macmillan, Cham. Blythe, J. and Martin, J., 2019. Essentials of marketing. Pearson UK. Churchill Jr, G.A., 2017. Marketing. Editora Saraiva. East, R. and et.al., 2016. Consumer behaviour: Applications in marketing. Sage. Fill,C.andTurnbull,S.L.,2016.Marketingcommunications:brands,experiencesand participation. Pearson. Gillespie, K. and Riddle, L., 2015. Global marketing. Routledge. Järvinen,J.andTaiminen, H., 2016.Harnessing marketing automation forB2B content marketing. Industrial Marketing Management, 54, pp.164-175. Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia. Peattie, K., 2016. Green marketing. In The marketing book (pp. 595-619). Routledge. Pike, S., 2015. Destination marketing: essentials. Routledge. Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers. Sajid, S.I., 2016. Social media and its role in marketing. Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage. Zhang, J.Z., Watson Iv, G.F., Palmatier, R.W. and Dant, R.P., 2016. Dynamic relationship marketing. Journal of Marketing, 80(5), pp.53-75. Online 7P’sofmarketing.2015.[ONLINE]Availablethrough:< https://www.smartinsights.com/marketing-planning/marketing-models/how-to-use-the-7ps- marketing-mix/> 15
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