Impact of Service Marketing Mix on Customer Satisfaction

This assignment focuses on the impact of the service marketing mix on customer satisfaction, drawing insights from several scholarly works. Key authors include Ismail et al. (2015), who explored this relationship in-depth, and Gunawan (2015), who specifically studied Garuda Indonesia's service marketing elements. The assignment also includes a case study by Mare (2015) on social marketing for residential care, and an analysis of the DJI Phantom 4 drone system's marketing plan by Deshpande et al. (2017). Additionally, it covers strategic management insights from Menz & Scheef (2014), city marketing mix perceptions by Mišić & Podnar (2017), digital marketing strategies by Ryan (2016), and personal marketing's influence on employability as per Vargas-Hernández & Jimenez (2016). The assignment also incorporates the SOSRAC model for situational analysis.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
1.1 Description on the marketing function and its various roles and responsibility towards
firm..............................................................................................................................................1
P2 Defining the various role and responsibilities of marketing function in order to wider the
organisation activities..................................................................................................................3
P3 effective comparison of Tesco with the working of the Aldi's in regard to marketing mix.. 4
P4 The marketing plan of Your destination in relation to acquire nationwide expansion..........4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................6

INTRODUCTION
The marketing the important activities in relation to do the things in proper manner. It
helps to keep the good relation between consumer and its employees. The marketing is the
crucial process in manner to achieve profitability and productivity of the business enterprise. The
present report is covering the various aspects like marketing plan and preparation of marketing
strategies on the activities of Tesco. The company is taking various initiate in order to promote
growth and development opportunities so that company can able to maintain its brand image. In
this there are two organisation take Tesco and Aldi's to compare there operation with each other.
With the help of this the marketing plan and strategies is to be made so that organisation can able
to perform their role in effective and efficient manner. The main object of this firm is to earn
maximum amount of profitably and productivity. With the help of this organisation is able to
perform duties in effective and efficient manner.
TASK 1
1.1 Description on the marketing function and its various roles and responsibility towards firm.
To marketing officers
From marketing manager
Date- 16th November 2017
Subject- The various roles and responsibilities of marketing function.
The marketing function is important in order to perform their activities in effective and efficient
manner, in organisation the work should be perform in smooth manner. The department of
marketing plays crucial role in relation to perform activities of business enterprise. This kind of
function are helpful enough to gain competitive advantage in market. With the help of theis
company is able to earn maximum amount of Market share. It can be defined in the following
manner are as-
Defining and managing brand- The marketing activities are very helpful in order to managing
brand so that organisation cab able to earn maximum amount of satisfaction. The main role of
marketing function is to perform the each activities in well effective and efficient manner. It can
be done with the help of understanding the surrounding of the business, preferences and various
other factors which are helpful in relation to gain competitive advantage to firm with promoting
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good and services in market. The Tesco is offering products in the market in order to satisfy the
need of the customer. In order to maintain the reputation they are taking many efforts in relation
to taking many innovative approaches in the market.
Designing and maintaining search engine optimisation- The working of departmental
organisation is very important in order to gain the competitive advantage in the market. The
innovation is to be taken so that need and expectation of the customers can be satisfied. In order
to thing the marketing is formulating very effective strategy so that organisation will promote
the growth and development in the business enterprise. With the help of the earning high
profitability so that organisation can able to maintain the profitability and productivity of the
business enterprise.
Establishing internal communication- In the present scenario the internal organisation should
perform their activities in effective manner. They play important role in order ot managing the
all things in the business enterprise. The all departmental function need to circulate the all the
information so that better and effective strategies can be formulated. The marketing
management of the TESCO organisation need to manage the whole working of the enterprise.
The barriers to effective communication can hamper the growth of the enterprise.
Maintaining public relation- in order to perform the function of the organisation in efficient
manner it is essential to fame those impressive strategies with the help of which enterprise can
run their function in more expertise manner. The Tesco is taking many effective steps in order
to formulate those strategies which is helpful in relation to satisfy the need of the customers.
With the help of maintain good relation with public the firm can promote growth and
development opportunities to firm.
Organising market and customer research- the firm should be organisation at the place
where they can earn large amount of profitability and productivity. The marketing manager of
Tesco is need to take effective step in relation to take steps in order to analysing andidentigfying
the function of the market so that all can be run in smooth manner.
Product designing and development- The innovation is the very effective process in relation
to meet the customer need and expectation. With the help of the innovative approach the
organisation can enhance their activities in wide manner. The marketing function of the Tesco is
taking many steps in relation to promote growth and development opportunities with the help of
framing effective strategy so that business enterprise can run their activities in smooth and well
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coordinated manner.
Financing- in the business enterprise there should always availability of some adequate funds in
order to meet the need and wants of the consumer in effective manner. At the time of some
emergency the organisation have to maintain some balance soi that it can be use at that time.
The Tesco is having adequate amount of funds so that they are able to mange the demand of the
consumer and innovative process can be taken by them so that arrangement can able to maintain
the brand image of the organisation.
P2 Defining the various role and responsibilities of marketing function in order to wider the
organisation activities.
To marketing officer
From marketing managerial
Date 16th November
The role and responsibility is need to be assigned to all employees with some delegation of
authority and responsibility so that they can able to run organisation function in effective and
efficient manner. In order to bring development in the organisation activities they need to
manage the all the function of business enterprise in effective manner. With the help of
employees of the organisation can able to bring growth and development opportunities to the
firm. The role and responsibilities are the main function in order to run the market activities in
expertise manner. This can be define in the following manner are as-
Operational management and marketing function- The marketing department of the Tesco is
taking many effective steps in order to running the marketing activity in such manner which can
be helpful to derive the larger amount of profitability and productivity to the organisation. By
taking research and development process the firm is able to managing the whole operation in
expertise way. The services of the employees should be design accurately so that
experimentation and demand of consume in the market can be full filled.
Human resources' department- The function of the HRM department is need to run in
smoothly manner. It is the activity which should be perform in effective and efficient manner.
They play very essential role such are as providing, effective training to the individual of the
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firm so that growth and development opportunities of entity can be enhanced. In this manne the
organisation is able to maintain the brand image in the market. They also have to take staffing
activity in effective manner so that they can able to hire skilled employees who can be
beneficial for the profit expansion of the country. This department is very responsible in order
to managing the overall operation of the business enterprise. They need to motivate the
employees of the firm so that with the help of motivation the firm is able to bring the desire
profitability to the organisation. The human resource's manager of the Tesco is performing very
crucial activity in relation to identifying and analysing the good product and services in the
market which will be helpful for them in manner to generation of high volume profit.
Financial management and marketing department- This two of the department need to take
all the activity in effective and efficient manner. They both are the crucial part of the business
enterprise in order to manage the whole working of the organisation they can able to bring
desire success to the firm. The Tesco need to frame those effective strategies which is helpful in
order to cope up the all the activities of business enterprise. With the help of promotion
activities the firm is able to produce those good and services in the market with the help of
which the more development and growth opportunities can be enhanced. With the help of this
firm is able to maintain the competitive advantage in the market. This kind of activities are
helpful to earn maximum amount of market share. In financial department it is essential to have
some adequate amount of funds. The marketing department need to perform all the function in
effective and efficient manner. In this way the firm need to adopt innovative approaches so that
they can work in more expertise manner.
The marketing strategy
P3 effective comparison of Tesco with the working of the Aldi's in regard to marketing mix.
The marketing mix is the crucial element in order to run the activities of the in the
smooth and well functioning mode (Grãdinaru, Toma and Marinescu, 2016.). This kind of
process is inclusive of 7p's so that firm can able to carry the operation in the identifiable manner.
This all are defined in the following manner are as-
Product- This is defined as the -
Tesco Aldi's
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IN this it can be identified that the Tesco Ltd
has covered the maximum market share.
They are taking various effective steps in
order to make various kind of innovation in
the products so that the firm is able top carry
the operation of enterprise in large manner.
The innovation in the good is the main object
of this enterprise.
The Aldi's focus in to earn large amount of
proportionality so that company is able to
gain competitive advantage in the market. In
this enterprise is able to capture maximum
amount of market (Grãdinaru, Toma and
Marinescu, 2016.). They give less focus on
the innovation strategy.
Place- It is defined as -
Tesco Aldi's
The main object of the firm is to provide
good quality of the products at the reasonable
price. The firm should be located at the place
where they are able to carry the business
function in the effective manner (Grãdinaru,
Toma and Marinescu, 2016). The business
can be expanded the if firm is able to select
the good location. The main breach of the
Tesco is located in UK.
The main object of the Aldi's is to reach the
large number of customer in the market. This
is the most common brand and leading two
global market. The main headquarter of this
branch is located in the Germany.
Price- This thing is to be defined in the following manner are as-
Tesco Aldi's
The main object of the Tesco is carry the
operation of the business in the effective
manner. They used to give their major
The product price of the Aldi's is in the
reasonable manner. They are taking various
effective steps in order to formulate those
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consideration on the quality of the products
so that they are able to provide the
commodities to the consumer in the
reasonable price.
strategies in which they are able to gain large
amount of profitability in the market. With
the help of good prices the firm able to gather
the attraction of various buyers (Engelen,
Lackhoff and Schmidt, 2013).
Promotion- This is defined as-
Tesco Aldi's
In this the firm need to carry the operation
with the help of them they need to carry the
business operation effectively. This firm need
to use those promotional strategy with the
help of them they are able to carry the
business oppression effectively. This kind of
function are very helpful in order to maintain
the brand image in the market.
In this the business enterprise should carry
those process in which they able to maximise
the profit. With the help of effective strategies
the firm can bale to take the business
oppression smoothly. The customer need to
get aware about the product so that they can
able to attract with the commodities available
in the market.
Process- These is defined in the following manner are as-
Tesco Aldi's
The process of the Tesco is not frame in the
effective manner as compare to the Aldi's. In
this manner they need to carry the business
oppression in the effective and efficient
manner (Engelen, Lackhoff and Schmidt,
2013). With the help of having change in the
delivery system of this the firm is able to
carry the business operation effectively.
The process of the Aldi's is also define in the
effective and efficient manner. They are
following the good and effective process of
that firm is able to carry the business in
effective manner.
6

People- These is defined in the following manner are as-
Tesco Aldi's
The people are the main part of the firm with
the help of them firm is able to carry the
business activities in the effective manner.
They are those crucial part with the help of
them firm can able to promote the good and
services in the market.
The Aldi's is also taking various kind of
effective steps to run the oppression of
business in the effective manner. With the
help of this kind of activities they are able to
carry the business oppression efficiently.
They need to main the good relation with the
people.
P4 The marketing plan of Your destination in relation to acquire nationwide expansion.
This function is also needed to be considered in order to achieve the business objectives.
This can be done with the help of internal as well external analysis and in this the process is
inclusive in the manner are as segmentation, targeting, positioning etc (Vargas-Hernández and
Jimenez, 2016). In this all the things is defined in the following manner are as-
Internal analysis-
This is to be defined with the help of SWOT analysis so that the firm is able to business
Activities in the effective and efficient manner. These are defined in the following manner are
as-
Strength- These are in following way as-
1. This firm is able to gain the competitive advantage on the market.
2. They are having large amount of market share.
3. Good customer base relationship.
4. They are taking various innovative approaches with the help of this they are able to run
the activities smoothly.
Weakness- These are as-
1. The innovation process is not that much effective.
2. The process of working in the firm is not framed effectively.
Opportunities- It is inclusive are as-
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With the help of Increment in manpower skill by providing training facility by the good
trainer the workers can able to develop their working capabilities (Engelen, Lackhoff and
Schmidt, 2013). In this manner they are able to taking initiative in relation to have modification
in the services of business enterprise.
Threat- This all are defined in following manner are as-
The major threat is in relation is that this firm is having large competition in the market
due to which firm is not able to earn large amount of profitability in this the firm need to
considered the business oppression.
External analysis- This all are the factors which are affecting the business operation in the
largely manner. This function is inclusive of the following function are as-
Political factor- This kind of factor is affecting the overall working of the business enterprise.
Due to this the working of the enterprise get influenced in the largely manner.
Economic- This firm is facing many kinds of issues in relation to selling of the goods and
services. The economic position of the country need to be effective so that firm can able to carry
the operation of business effectively (Deshpande and et.al., 2017). The economic development
is the crucial part of any business firm.
Social process- the taste and preference of the consumer is totally dependent on the current
available trends in the market. This all kind of function fluctuate as per the need of the buyer in
the market.
Technological- The firm need to use upgraded technological products in this many they can
produce Morden goods in this way the firm is able to carry the oppression efficiently. The
innovative and heigh qualified product always helpful in manner to attract the more number of
customer in the market.
Legal- The company need to follow all the laws and legislation in this way the enetrpris is able to
promote growths and development opportunity.
The STP process-
In this all the business function should be carry in the effective manner. With the help of
this the firm is able take good decision in the market. This is defined in the following manner are
as-
Segmentation- this process is very effective in this all the things can be segmented effectively. In
this all the person of the age 20 should be divided effectively on the basis of the males and
8

females. The Tesco need to segmented the all process in the systematic manner in relation to
achieve the objectives of the enterprise. With the help of this they are able to carry the business
activities in the smooth manner.
Targeting- This kind of services are very helpful in order to target those market in which the firm
is able to earn maximum amount of profit (Vargas-Hernández and Jimenez, 2016). The Tesco
need to target the various customer in relation to achieve the large amount of profitability in the
market. They need to target the set of customer and take step in relation to analysis their demand
in the market for the products.
Segmentation- with the help of segmentation of the commodities available in the firm, they can
able to full fill the demand of each customer particularly.
The SOCTAC analysis framework
9
Illustration 1: SOSRAC Model
Source: (S.O.S.T.A.C Analusis, Objectives, Strategy,
Tactics, Actions, Control. 2017)

Strengths  TESCO has a strong brand image.
 Having quality of product and services.
 Adopt changeable environment.
 It has strong distributor channels and global outsourcing.
Weaknesses  High pressure of brand promotion.
 Increasing competitors pressure.
Opportunities  Technology adoption in order to enhance good environment.
 Provide constant product and services in order to get customer
satisfaction.
 Enhance employees capabilities.
Threats  Dynamic external environment.
 Uncertain events and risk factors.
 New technologies.
It is the widely used tool in the marketing with the help of this the business is need to
make the effective planning in relation to achieve the target market. This will be helpful in order
to enhance the profitability and productivity. This is defined in the following manner are as-
1. Situation analysis- With the help of this kind of the frame the firm is able to interact
online by analysing the all internal and external factors. This is very helpful in order to
knowing the current state of the business enterprise. The Tesco need to analyse the
various situation in the better manner. In this manner they are able to adopt the one
suitable strategy. With the help of this the firm is able to adopt the strategy. This kind of
the process is very helpful in relation to execute the things in the proper manner so that
firm is able to take the corrective action.
2. Objectives- This is very helpful in relation to determine the end result of the firm. With
the help of this the firm is able to achieve the desired goals. By conduct the all thing
effectively the organisation is able to set the plan and procedure. The objective are the
end result toward the achievement of the organisational objectives so that they are able to
frame the strategies so that they can perform their activities in relation to achievement of
aim in relation to enhance the profitability and productivity in the large manner. With the
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help of this the Aldi's can frame out the things effectively and can frame the goal which
will be helpful in order to attend the desire profitability.
3. Strategy- This is helpful in relation to design plan of action which will be helpful in order
to in relation to defining the things in the corrective manner. With the help of the better
strategy the organisation is able to make the plan and can so the things in the effective
manner. This is the very crucial in order to achieve the goals of the firm.
4. Tactics- The tactics of the business is to frame out the strategy to achieve the set
objectives. The tactics are frame by the department of the person in relation to carry the
goals and objectives of the firm. The Tesco need to adopt effective tactics so that they
can able to deal with the various kind of the operation strategies so that the firm is able to
maintain its brand image in the market. With the help of this the things can be done
effective. This is framed in order to get specific resources to achieve the sub goals which
will be helpful in relation to have mission. With the help of this the things can be done
effectively and efficiently.
5. Action- This function is also helpful in order to determine the action of firm. This is the
process to do something in order to achieve the desire profitability and productivity. In
this various kind of the step is need to be taken in relation to achieve the specific goals.
6. Control- This is very helpful in order to determine the result of the action which has been
undertaken. In this the person take various initiative in order to determine the result
between planned and desired objective. If there is any deviation than it is necessary to
fine out the reason for such various and corrective action is need to be taken in this
manner.
CONCLUSION
Hereby it has been concluded that marketing the important activities in relation to do the
things in proper manner. It helps to keep the good relation between consumer and its employees.
The company is taking various initiate in order to promote growth and development
opportunities so that company can able to maintain its brand image. The marketing function is
important in order to perform their activities in effective and efficient manner, in organisation the
work should be perform in smooth manner. The department of marketing plays crucial role in
relation to perform activities of business enterprise. The main object of this firm is to earn
11

maximum amount of profitably and productivity. With the help of this organisation is able to
perform duties in effective and efficient manner.
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REFERENCES
Books and Journals
Homburg, C., and et.al., 2014. The role of chief marketing officers for venture capital funding:
endowing new ventures with marketing legitimacy. Journal of Marketing Research, 51(5),
pp.625-644.
Ismail, M.B.M., Mubarack, K.M. and Thulkifly, M.Z., 2015. Impact of service marketing mix on
customer satisfaction.
Mare, M., 2015. Lungisisa Indlwla village: a social marketing case study on residential care for
children (Doctoral dissertation, Stellenbosch: Stellenbosch University).
Menz, M. and Scheef, C., 2014. Chief strategy officers: Contingency analysis of their presence in
top management teams. Strategic Management Journal, 35(3), pp.461-471.
Mišič, K.U. and Podnar, K., 2017. Steps toward a City Marketing Mix and Its Perception
Measurement. In Strategic Place Branding Methodologies and Theory for Tourist
Attraction (pp. 67-86). IGI Global.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Vargas-Hernández, J.G. and Jimenez, R.A., 2016. Personal Marketing Plan and Its Influence on
Employability. RESPONSIBLE MARKETING FOR SUSTAINABLE BUSINESS, p.63.
Deshpande, T., and et.al., 2017. Marketing Plan for the DJI Phantom 4 Follow-Me Drone
Camera System.
Elves, R., 2014. Book Review of:'Marketing your library's electronic resources: a how-to-do-it
manual'by MR Kennedy and C. LaGuardia. International Journal of Information
Management, 34(2), p.316.
Engelen, A., Lackhoff, F. and Schmidt, S., 2013, December. How can chief marketing officers
strengthen their influence? A social capital perspective across six country groups.
American Marketing Association.
Grãdinaru, C., Toma, S.G. and Marinescu, P., 2016. Marketing Mix in Services. Ovidius
University Annals, Economic Sciences Series, 16(1), pp.311-314.
Gunawan, A., 2015. The Role of Service Marketing Elements on Customer Loyalty towards
Garuda Indonesia. iBuss Management, 3(2).
Online References