Essentials of Marketing

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 .Wilkinson's marketing function roles and responsibilities...................................................1
P2. Roles and responsibilities of marketing relate to the wider organisational context.............3
TASK 3............................................................................................................................................5
P3. Marketing Mix of Wilkinson and Tesco...............................................................................5
TASK 3............................................................................................................................................8
P4. Marketing Plan for Wilkinson..............................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is set of activities which focuses on providing customer satisfaction and in
order words it could be said that it is a process of creating, communicating, delivering and
exchanging offerings that has some values for the customers, society and clients etc. It includes
public relations, promotion of sales, advertising, social media, pricing, distribution and other
functions. In this competitive business environment organisations has risen up their marketing
budget because this is the only way they can reach to a larger number of customers (Berthon and
et. al., 2012). Those companies who focuses on the consumers oriented marketing gets an
competitive advantage. Before designing any marketing strategy or campaign they put money,
time and resources in knowing the daily habits of the consumers and after that they develop a
product which will be useful for them (Armstrong and et. al., 2011). Wilko former known as
Wilkinson is a British high street chain which sells products related to house. There will be
analysis of their marketing department and how they will conduct their marketing operations to
increase their customer base.
TASK 1
P1 .Wilkinson's marketing function roles and responsibilities
Wilko Retail Ltd is the company which sells housewares and household goods. This
company was founded in year 1930 and it is a family business when it was started. There
turnover reached to £1.5 billion in 2013 and every year they are experiencing financial success.
The reason behind this is that they are focusing on every part of the marketing and knows its
importance. The marketing strategies used by them is full of creativity and totally focused on the
customers emotions. Today they have approx. 325 stores and as part of their expansion plan they
opened their first overseas office in Hong Kong. With practising proper marketing function they
beat their competitors in UK market. Wilkinson has 25000 product in their business profile and
these ranges from food, home, garden, office, health and beauty products (Chen, Wang and
Wang, 2010). They know that competition is tough in their segment so if they have to earn more
profit they need to make sure that they provides unique products which has some value for the
customers and clients. Marketing function role is to identify and look for useful products for the
marketplace and after that promote them by different communication platforms. Roles and
1