Table of Contents INTRODUCTION...........................................................................................................................1 TASK 1............................................................................................................................................1 P 1. Concept of marketing & key roles and responsibilities........................................................1 P 2 Roles & responsibilities of marketing which interrelates with other departments................2 TASK 2............................................................................................................................................3 P3. Marketing mix.....................................................................................................................3 TASK 3............................................................................................................................................6 P 4. Marketing Plan......................................................................................................................6 CONCLUSION................................................................................................................................8
INTRODUCTION Marketing is a crucial concept in contemporary business environment which focuses on creating relationships with customers and ultimately satisfying their needs. It is helpful for the organisation to aware more number of consumers about company’s offerings so that higher profits can be generated. To better understand this concept Organic & Natural has been chosen which deals in organic vegetables and established in UK. This report will focus on role of marketing and its interrelation with other functional units and elements of marketing mix. Apart from this, there will be a formulation of a marketing plan. TASK 1 P 1. Concept of marketing & key roles and responsibilities Marketing is an activity that is associated with buying & selling of products and services. The main aim of it is to aware the consumers so that higher sales of the products could be availed. To get success and growth it is necessary to identify recent and future trends so that a business person can identify demand, food habits, preferences and likes of persons as a result it can produce the products according to the needs of customers. With the help of effective marketing strategy and plan Organic & Natural can maximize its sales as well as profits. The roles & responsibilities of marketing manager are describing below: Market Research:The current market demand of products can be identifying through conducting a market research. It is primary responsibility of the marketing manager of Organic & Natural to provide information regarding taste, likes and food habits of consumers as a result organisation can produce vegetables as per current demand. The role of marketing manager is to provide appropriate information to the corporation so that better strategies can be formed for the growth of company. Standardisation:It is necessary to produce the products as per the specific standard which set by Organic & Natural so that quality products can be produce. In this business, credentials of an individual play a crucial role and assists in getting certifications from the authorities. The role of manager is to provide instructions to the workers that they have to produce only organic vegetables without using harmful pesticides so that needs of consumers can be satisfy (Möller, 2013). 1
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
Product distribution:The role of manager is to ensure that products of company are available to maximum number of consumers. As Organic & Natural provides organic vegetables so it is essential for it increase distribution channel so that products of organisation should available to maximum consumers which involves: households, hotels, restaurant etc. Marketing process is helpful to analyse needs of people so that products can be produce as per the desire of consumer. It is beneficial to identify need of target market, scope and managing the market efforts. So that effective strategies can be implemented which provide support in business plan. There are mainly four elements are involving in marketing process such as: Identifying and analysing marketing opportunities:Thefirststep ofmarketing process is to identify available opportunities in the market (Pike, 2012).As Organic & Natural has focuses on organic vegetables and there are huge opportunities are available in the market of UK where organisation can sell its organic products. As a result, high market share can be grab and objectives can be accomplished. It has been estimated that 25% of the market will be using organic produce due to rising awareness and current trend. Selecting the target market:To maximize the sales it is important to select the appropriate market which is beneficial to develop effective marketing process. It is helpful for the Organic & Natural to find consumers in the existing market as the stall in farmer’s market and delivery to hotel did not work for an enterprise. Corporation can select target market which is based on following things: preference, recent market trend, food habits and taste of individuals who lives in specific area. It is beneficial for the organisation to maximize its sales. Developing marketing mix:The next process is to prepare an effective marketing plan which is a set of controllable marketing variables that organisation blends to produce and fulfil demands of consumers in target market. It basically focuses on following things such as: product, price, place, promotion. These four tools are helpful for Organic & Natural to accomplish predefined objectives by providing organic products to fulfil the needs of consumers. Managing the marketing efforts:The marketing manager of Organic & Natural focuses to provide organic vegetables to the consumers so that needs of persons can be satisfied and organisation can generate more revenue. It is duty of marketing manager to identify the appropriate sources through which customers are imitated and manage the same (Macarthy, 2018). 2
P 2 Roles & responsibilities of marketing which interrelates with other departments Marketing is an important part of an organisation which collaboratively work with other departments so that business objectives are fulfilled. Manager is responsible to develop plan and strategy for marketing which should specific and capable to sustain in competitive environment. Every organisation whether it is new or existing needs a marketing plan which can help in increasing profit and sales. Marketing manager can follow a sequence of marketing plan, which is first of all identification of customer's need then supplying them products and after waiting for feedback from customers. Roles and responsibilities are describe below: Marketing with production department:Marketing research includes the monitoring of the marketing environment. It is beneficial for marketing department to understand desires of consumers so that target market can be captured and business can generate more profits (Laczniak and Murphy, 2012). As per the findings of the marketing department production department is communicated and goods are produced which are of value to the customers. Marketing with finance department– Marketing functions requires appropriate funds without which advertisement activities cannot be carried out. As finance department can provide funds to the marketing division of Organic & Natural so that marketing manager can use this fund in context to promotional activities as a result maximum number of consumer can attract towards the organisation. Marketing with sales department:The sales department of company is responsible to maximize the sales and assuring that products reach to the prospective buyers (Huotari and Hamari, 2012).Sales division can identify particular segment in which their product's sale can maximize. Marketing department of Organic & Natural should identify an area in which their vegetable's demand is high. Due to this effort sales of vegetables can increase. As a result, marking division can target the consumer effectively which support the organization to capture more market share. So marketing department interlinks with different departments of company and all divisionssupporteachothersothatpredeterminedobjectivesoforganisationcanbe accomplished. 3
TASK 2 P3. Marketing mix Marketing mix is an instrument which is used to provide business ways to market their products so that the sales of the organisation can be increased. This is a source through which managers ensures business growth and profitability. The 7 P's are part of this tool, detailed analysis of product, price, place, promotion, people, physical evidence and process guarantees firm success. Company can use marketing mix so that marketing plan can be implemented as per the requirement as a result corporation can achieve its objectives and goals. (Source:7Ps of marketing mix, 2018). BasisOrganic delivery companyTesco ProductOrganicdeliverycompany providesvariousproductsto customers.Itsalesorganic fruit and vages, dairy products, foodcupboards,drinksetc. One best thing is that it also In the year 2008, Tesco made partnershipwithAdam Wakeleytodeliverorganic food to its customers. It offers wide range of organic foods. Apples, banana, carrots, salads 4
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
provide online delivery of their products.Objectiveof company is to increase in area ofsellingandcompanyis achievinggoalsbythis elementofmarketingmix becauseinthiselement company is providing all those products which are required by people. fewgrocery itemslikeolive oil,freshmeats,andmilk (FinchandO’Reilly,2013). Company'sobjectivetoearn profit by satisfying demand of customersbecause customers demandsorganicvegetables. Theyareachievingtheir objectivesbyproviding variousorganic productsand getting profit. PricePricingisanimportant elementofmarketingmix. Company is setting the price of products according to strategy ofpricingformarket penetration.Theyoffers productsatlowerprice becausetheirobjectiveisto increase business area so that they offers many discount in online selling. Tesco being a big name in the marketprovideorganic products at much lower price. Due to its economical pricing strategy customers find it more suitable to purchase food from store.Company'slongterm partnershipswithvarious suppliers and producers has let to increase in the sales of its organicproducts.Inaddition duetotheirstrategytheir customers are increasing and demandofcustomersis satisfyingsothisishelping companyinobjective achieving. PlacePlace refers to the area where company offers their products. Tescoisthelargest multinational grocery retailer. 5
Place is important because it impact the selling of products. Thiscompanyissellingits products in the area of Feltham , this is area in which their product's demand is high. In addition company is offering productsonlinetoo.Thisis helping in achieving objectives becausetheyarecovering large area of selling. Tescocarriesnearly3400 storesnationwidethrough whichitoffersitorganic produce.Thecompanyhave recentlybegandelivering productsonlinewhichhave positively impacted its market share.Thisisincreasing company' products availability in many areas and because of thiscompany'sproductsis demandisincreasingand company is getting good profit which is the objective. PromotionPromotionisthewayof marektingofproductsand services.Companyuses various methods of promotion like they compare their price withcompetitorsinthe advertisementwhichshows that their prices are low. This makesapositiveimpacton company's selling as well as increaseinbusinessarea which is the objective. TESCOfollowsaunique promotionalstrategythrough OrganicUnboxedinitiative launchedbythecompany providedcustomersfree ingredientsboxalongwith recipecardthatcontains informationonhowtocook organicmeal.Itistaking furtherinitiativestoincrease sales (Davis, 2017). It helps to increaseingoodwillof products which increase profit level of company that is the company's objective. 6
PeopleThe people working for this organisationworkhardto match the benchmarks which are established in the industry. theefficiencyofemployees willbehelpfulinfulfilling business objectives. Tescohascreatednamefor itselfinthemarketdueto efficiencyintheworkingof employees.Employeesare known to be friendly and hard working towards customers. It worksasakeypointfor companybecasuecustomers feelfreetodemandfor products. This helps both to the customers and to the company. Physical EvidencePhysicalevidenceof company'sservicescan'tbe seen but can be feel. Company providesvariousservices accordingtocustomer's demandlikevegandfruit boxes, shop for veg, shop for fruit etc. It help customers to select the product easily which they want to buy. This works for company in a way which directed towards goals. Tesco's customers are satisfied with in terms of good quality food,quickdelivery, transparency in services which thecompanyprovides.This systematic way of company's work helps in achieving goals and objectives. ProcessThe process of producing and delivering goods and services is associated with this factor. Organisation created a system ofproductionoforganic vegetableswhichincreasein purityofvegetables.This Tescodoesnotproduce organic foods on its own. It is largeretailerthatbuysfood fromsmallsuppliersand producers. This process helps company in keeping price low and this enales higher selling 7
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
increase faithof customers in company and also brings flow in selling. as well as result in satisfaction of customer's demand which is company's objective. TASK 3 P 4. Marketing Plan The marketing plan is a business document which outline marketing strategy for new products and services(Beck and Reichert, 2012).It is essential to implement within stipulated time frame and consist of marketing details which involves action plan, cost and target segment. The manager of organisation is responsible to make effective marketing plan so that demands of consumers can be satisfy and company can capture more market share. Generally, manager of marketing department is responsible to prepare an appropriate plan which support to meet the objectives of company. As a result, sales will be maximized and profits will increase. Organic & Natural want to produce new product and it is necessary for it to make an effective marketing plan as a result organisation can achieve its targets. As corporation is comping up with a new product which is organic mango. It focuses to target mainly health conscious persons. The product has initially sold in UK (Davis, 2017). Vision & Mission: “To deliver genuine organic foods and products to consumers.” Objectives: “To capture 3% of the UK organic market with the launch of packed fruit juices by December 2019”. Marketing mix for organic mango Product:The company will be launching a line-up of fresh organic juices for its existing base of customers. this product carries higher scope of expansion of business Price:For this latest line-up, the business will be employing competitive pricing strategy so that higher market share can be captured. The company will be charging£19.74 for their 1 litre bottle of fresh juice. Place:The product of organisation has initially sold in UK and after that company can expand its business through online measures. The organisation will be using its website and its 8
retail store initially then can enter into partnership with wholesale distributor catering the same segment. Promotion:To promote its productsOrganics & Natural will be employing cost effective sources of advertisement such as leaflets, sidewalks and advertisement on the social media platforms. Marketing programme:It is a coordinated & well designed set of activities to achieve marketing goals. To get success organisation can use various promotional methods such as: hoardings, online marketing, R&D etc. Corporation can promote its products through social media tools that includes: Facebook, Twitter, Instagram etc. Marketing budget:For an effective marketing plan it is necessary for an organisation to make appropriate budget. Organic & Natural has budget of 20000 GBP. ParticularsAmount R&D7000 Promotions6500 Online marketing6500 Total20000 Segmentation:It is described as divide the marketplace into divisions or segments so that company can target specific area so that profits can be maximized. The major segmentation which is to be carried out is to identify people grocery and household buyers ranging from middle segment. Targeting:As company will be targeting people who prefer healthier and organic meals and are ready to pay a little premium price for the produce. Positioning:It means create an image in the mind of consumers that this product of company is having superior quality and can fulfil the desires of consumers. Organics make image that organic products are beneficial for the health of persons and have very good taste so that maximum number of persons can attract towards the organisation. It is helpful for the company to maximize its sales (Baker, 2016). 9
CONCLUSION As from the above report, it has been analysed that in the growth of an organisation marketing plays an essential role because it is helpful to aware more number of consumers as a result sale can be maximized. There are various roles and responsibilities which are performed by the manager so that predetermined objectives can be accomplish as per the requirement of business. With the help of marketing mix corporation can achieve its targets which is beneficial for the firm to survive in dynamic environment. Effective marketing plan is helpful for the organisation to satisfy the needs of consumers by providing quality products so that higher market share can be capture by the organisation. 10
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
REFERENCES Books and Journals Baker, M. J., 2016. What is marketing? Inthe Marketing Book(pp. 25-42). Routledge. Beck, A. and Reichert, J. M., 2012, July. Marketing approval of mogamulizumab: a triumph for glyco-engineering. InMAbs(Vol. 4, No. 4, pp. 419-425). Taylor & Francis. Biggemann, S., 2012. The essential role of information sharing in relationship development. Journal of Business & Industrial Marketing. 27(7). pp.521-526. Davis, J. A., 2017.Measuring Marketing: The 100+ Essential Metrics Every Marketer Needs 3rd Edition. Walter de Gruyter GmbH & Co KG. Finch, D., Nadeau, J. and O’Reilly, N., 2013. The future of marketing education: A practitioner’s perspective.Journal of Marketing Education. 35(1). pp.54-67. FISK, R. P., 2013. lMPRESSION MANAGEMENT 26 IN SERVICES MARKETING: A DRAMATURGICAL PERSPECTIVE.Impression management in the organization. p.427. Huotari,K.andHamari,J.,2012,October.Defininggamification:aservicemarketing perspective. InProceeding of the 16th international academic MindTrek conference (pp. 17-22). ACM. Laczniak, G. R. and Murphy, P. E., 2012. Stakeholder theory and marketing: Moving from a firm-centric to a societal perspective.Journal of Public Policy & Marketing. 31(2). pp.284-292. Lewis, M. J. and Ling, P. M., 2016. “Gone are the days of mass-media marketing plans and short-term customer relationships”: tobacco industry direct mail and database marketing strategies.Tobacco control. 25(4). pp.430-436. Macarthy, A., 2018. 500Social Media Marketing Tips: Essential Advice, Hints and Strategy for Business Facebook, Twitter, Pinterest, Google+, YouTube, Instagram, LinkedIn, and More!CreateSpace Independent Publishing Platform. Möller, K., 2013. Theory map of business marketing: Relationships and networks perspectives. Industrial Marketing Management. 42(3). pp.324-335. Pike, S., 2012.Destination marketing. Routledge. Online Marketing Mix.2019.[Online].AvailableThrough: <https://www.smartinsights.com/marketing-planning/marketing-models/how-to-use-the- 7ps-marketing-mix/> 11