This document discusses the roles and responsibilities of the marketing function in an organization, as well as its interrelation with other departments. It also provides a comparison of the marketing mix of eBay with another company. Finally, it presents a marketing plan for eBay.
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INTRODUCTION..........................................................................................................................4 TASK 1............................................................................................................................................4 P1) Roles and Responsibilities of Marketing Function...............................................................4 P2) Interrelation of Marketing with Other Departments.............................................................5 TASK 2............................................................................................................................................6 Marketing Mix............................................................................................................................6 TASK 3............................................................................................................................................9 P4) M4) Marketing Plan for eBay...............................................................................................9 CONCLUSION..............................................................................................................................13 REFERENCES..............................................................................................................................14
INTRODUCTION Marketing refers to the process which starts with idea generation related to nay product and services and ends to the end customer satisfaction and the conversion of idea into reality such as product or service. The company chosen for the completion of this assignment is eBay. The following company is headquartered in San Jose, California, U.S. In this assignment, the discussion will be made about the roles and responsibilities of marketing function and in relation to the external environment as well. In addition to this, the focus of this report will also be done on the marketing function along with other functional units of an organisation(Quintonand Wilson, 2016). The importance of interrelationship in between different departments will also be provided that helps in the achievements of goals and objectives of an organisation. Further, the discussion will be provided about comparison of of eBay with other company on the basis of their marketing mix. Lastly, the formation of marketing plan will be done for the achievements of desired goals and objectives of the company. TASK 1 P1) Roles and Responsibilities of Marketing Function Marketing function is an important function for the growth and development of an organisation. It is because this departments is assigned with the task to look over the prevailing needs and demands of their customers so that the company could make development in their products and services according to the needs and demands of their customers. So in an organisation such as eBay, there are different roles and responsibilities with which t is provided with and they are discussed as under: Promotion: The foremost function in which the company promotion of the products and services of the company with the help of which improvements in the level of sales and revenues of the company could be made sure. It refers to the effort which is made by an organisation in order to make the awareness of their products and services in the market to their customers(Papadas, Avlonitis,and Carrigan,2017). The promotional technique used by eBay in order to increase their sales is with the help of online techniques so as to achieve their goals and objectives. Product Development:With the help of proper market analysis, it is possible to know about the needs and demands of customers and also about the ongoing changes according to their tastes and preferences. So the analysis of tastes and preferences of customers is an important role of
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marketing function as this will help in knowing about the needs and demands of their customers and accordingly will guide to production to department to make production of products according to the changed demands and needs of customers in the market. So with the help of identifying and adopting suitable strategies it is possible for this function to ensure effective running of the organisation. Market Research:In the functions of marketing department, it is also included about the market research which is required to be conducted by it on regular basis. It is because in today's world, the environment is fast changing and also the innovations are also taking place at fast basis. So this makes it important to analyse market and produce something different for the achieving competitive advantage over their competitors(Ottman, 2017). Marketing Strategy:Depending upon the requirements and analysis of the market, it is also a responsibility of marketing function to develop suitable strategy that could help best to company in order to make customers aware about their products and services. This is done in order to make an increment in the sales and revenues of the company. P2) Interrelation of Marketing with Other Departments It is not possible for every individual department to work in an efficient and good manner. For the successful running of an organisation, it is important that every department must work in a coordinated way as the organisation is also a sum up of all the departments. With the help of this coordination, it will be possible to make the achievement of their goals and objectives in an effective and efficient way. So the description of interrelation in between different departments of eBay with their other departments is being discussed as under: Marketing and HR Department: The requirements of personnel in every department of an organisation such as eBay is important for its efficient working. This requirements is fulfilled with the help of HR Department. So the interrelation in between these two departments could be defined in the way that the requirement of personnel in Marketing Department is fulfilled with the help of HR Department(Notta and Vlachvei,2015). Additionally, incentives are also provided to Marketing Department from the HR Department in order to make continuous improvements in the overall performances of their employees. Along with this, marketing department with the help of its efficient working makes it possible for the HR Department to find out more talented people for different posts vacant in the organisation. So the interrelation in between these two departments could be described in the above way.
Marketing and Finance Department: The relationship in between these two departments of eBay is also important. The finance department of an organisation is associated with managing, procuring and investing the funds in a proper way that will make their optimum use. So the requirement of funds is also to the marketing department in order to carry out their different marketing activities with the help of which the marketing department makes their tasks to be accomplished in an effective way providing the highest level of output to the company from the efforts made by them. For example, the money required by the finance department in order to carry out their business activities such as promotion, advertising and many more so the requirement of fund or these activities is fulfilled by Finance Department itself. Marketing and Production Department:With the help of marketing department, it has been made possible to know about the current needs and demands of people in the market. As the marketing department is the departments which comes into direct contact with the customers and due to this reason, the have an estimate about the needs and demands of their customers in relation to their products and services(Murthy, and Kumar, 2015). With the help of this, it will be possible to provide the production department with the estimation so that the production of the products and services of the organisation could also be done according to the estimation of demand made by the marketing department of eBay. So with the help of above description provided about the interrelationship in between different departments, it will be possible for every organisation to make the working of their organisation in an efficient and effective way so that the accomplishment of their goals and objectives could be done in an appropriate manner. TASK 2 Marketing Mix Marketing Mix refers to the tools which are used by a business organisation with the help of which the achievement of organisational goals and objectives is made possible. In the following mix, there are seven factors which are considered and these factors influences the working of a business and also to their customers for making purchase of their products and services(Lee, Kozlenkova,. and Palmatier, 2015). The establishment of every organisation have certain goals and objectives for the achievement of those goals and objectives, an organisation works.
Ebay: It is an American International Company which provides their customers with different types of products and services by making use of online platform. The products and services provided by this company are fashion, electronics, cosmetics, home appliances and many more for the satisfaction of their customers. Objectives of eBay:The main objectives of eBay are provided as under: To increase the level of customers by improving the brand image and loyalty among customers. To become the leading e commerce website across the globe ahead from its competitors. So in order to make achievement of the goals and objectives of this company, it is important to make their focus on the improvements in the level of their products and services and provide them with better satisfaction(Lacoste, 2016). There are different competitors prevailing in the market and for this innovation is also important for getting competitive advantage over their competitors. Here, the comparison in between two e commerce companies has also been made with Amazon which has also been provided as under: Marketing MixeBay IncAmazon ProductThecompanyprovidestheir customers with different types of products and services such asfashion,electronics, appliances and many more for the satisfaction of needs and wants of their customers. The products and services in whichAmazondealsinare fashion,retail,home appliances, grocery, electrical andmanymorefortheir customers(Folinasand Fotiadis, 2017). PriceTherearetwopricing strategieswhichhavebeen adopted by the company which are market price and dynamic pricingschemewhichhelps them in keeping theirprices flexible. On the other hand, the pricing strategywhichhavebeen adoptedbyAmazonis competitive and the focus is on tryingtosupplycustomers withproductsatmore competitive prices than other
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organisations. PlaceThise-commercecompany provides products and services inanaround30countries across the globe.It is possible to have the services of eBay in alloperatingsystemsand websites(Horton, 2019). On the other hand, it does not have any physical stores and it dealswith11global economiesincludingCanada, NorthAmerica,Germany, Mexico, United Kingdom, and so on. PromotionDifferentmodesareusedin order to promote the products andservicessuchasonline adds, television, print media, billboards, etc. The tools for promotion used by Amazon are social media, television, and so on. ProcessTheprocessinvolvedinthe working of this organisation is related to uploading of picture of the product along with their specificationssothatthe customersmaymaketheir choices and make their buying decisions(KotouaandIlkan, 2017). Inthefollowingcompany's process,thecompanymakes theirprocessesbyproviding customerswithdifferent products and services and they havetomaketheirchoices online according to their tastes and preferences. Physical EvidenceThe company is having their own physical existence as the storesonthecompanyare available where the customers could collect their delivery and also put grievances in order to get a proper resolution. IncomparisontoeBay,the companyprovidestheir customers with their products and services in a different way, asthepackaginghasbeen madebythecompanyitself wherethenameandtagof Amazonisprovidedonthe
cartoon(KotouaandIlkan, 2017). PeopleThe total number of employees working in the company are around12600andwiththe helpofeffectivemarketing teamofthecompany,itis possible to achieve the goals and objectives of the company. The digital selling team assists thisorganizationingrabbing bigamountofcustomersby doing online and social media promotionalmaterial. Furthermore, they support their employeesupdatedabout definite discounts and offers. TASK 3 P4) M4) Marketing Plan for eBay Marketing Plan refers to the guidance to the business with the goal that it can undoubtedly distinguish and diagram the promoting procedure and strategies which the firm will use soon. This is additionally instituted as the procedure where the business tries to accomplish its focused on objectives by executing publicizing methodology. Readiness of these advertising plans will help the business to improve their arrangements and systems so an upper hand can be picked up and presentation of new assistance that is eBay nourishment conveyance application should be possible in the best way. It is a business record that is used for delineating business showcasing strategies and procedures. It gives a premise to detailing of a methodology which is received by an association by utilizing different apparatuses and systems(Felix, Rauschnabel and Hinsch, 2017). Executive Summary-eBay Inc is an internet business association that gives a stage to the two clients and vendors to purchase and sell different scope of items and administrations, for example, style, beautifiers, engines, hardware, etc. This undertaking is going to dispatch another versatileapplicationnamed"eBayFood",thatmanagesgivingonthewebnourishment conveyance to its clients. For this reason, advertising plan is created as follow as: Mission
The mission of eBay is, “ To develop a global marketplace which allows people to buy and sell anything that can be sold.” Vision The vision statement of this enterprise is, “ To become number one and most trustworthy e-commerce organisation and be ahead of its competitors.” Objectives The objectives towards which this mobile application eBay Food is launching are- To enhance company's market share up to 10% in upcoming one year by motivating its employees to perform better. To increase sales and profitability of company up to 20% in upcoming year by providing customer satisfaction(Perry and Pyatt, 2015). Segmentation, Targeting and Positioning (STP) strategies: The following is the description of the segmentation, targeting and positioning processes of the company which have developed their new products and services for the satisfaction of needs and wants of their customers: Segmentation:In this, the organisation will make its focus on dividing the complete market in different parts which are Psycho graphic segmentation where designation about which areawhere the services of the company will be utilised is decided and also the customer segments are also divided into smaller parts(Uncles, 2018). Targeting :After this, the company divides these segments into more smaller parts such asclassificationof customersonthebasisoftheirage,incomeor statusorany other factor(Bhattacharya,2016). Here, the company has focused on dividing their customers on the basis of their income and age which will help in providing customers with their needs and demands. Positioning:Here the new application services of the eBay food will be situated in the mind of the clients by giving the clients a remarkable office to get reward in the wake of requestingfrom theapplicationbased on howmuchmeasureof nourishmentthey have requested. With the goal that clients get pulled in towards the services provided more on the requesting provide through online food services(Baker and Saren, 2016). SWOT Analysis
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It following is the tool with the help of which an organisation is able to know about their own strengths, weaknesses, opportunities and threats to the business for the betterment and achievement of goals and objectives of the organisation. So in order to make the Marketing Plan of eBay, it is also important to do this analysis. The description of this analysis on the working of eBay has been provided as under: StrengthsWeaknesses The business of the company is well established so it will not be difficult for the company to make the market of their new product in the market so that it could be possible to provide their customers with better services and also provide them with satisfaction. The maintenance of good relations with the customers is also considered as the strength of the company as this is the reasonoftheirloyaltytowardsthe company. Sometimes due to technical errors, the workingofthecompanyisnot accomplished in a good way and this impacted upon the work performance and on the experiences of customers also in negative way. Becauseoftheonlineservices,the companyisalsonotprovidingfull specificationsoftheirproductsand servicesinthedescriptionimpacting negativelyoncustomerstastesand preferences. OpportunitiesThreats Theopportunityforthecompanyis also related to their business expansion to different countries such as Japan. Additionally,theopportunityisalso related to grabbing the other companies in the market as well with the help of process of acquisition. Due to competition at the local as well as international level, it has impacted negativelyonthegrowthand performance of the company. Due to rapid changes in the technology, ithasalsoimpacteduponthe performancesoftheorganisation negative way . MARKETING BUDGET (£)
PARTICULARSIst YearIInd YearIIIrd YearIVth YearVth Year Initial money20006300122001416019970 Investment930010500238303163013550 TOTAL1130016800360304579033520 MARKETING OUTLAY Promotion47461459459318751211 Sales publicity1365800245214921050 Direct selling22351900465110004434 TOTAL814641591189644676405 Monitoring and Controlling In order to make the implementation of marketing plan in an appropriate manner, it is important for the company to make proper monitoring of their activities and the performance of the business on regular basis so as to find out the deviations and make improvements in the errors which have been founded in the business. eBay monitors all the marketing activities and ensures that every one of the tasks are defined appropriately. This business endeavour while propellingthismobileapplication,isrequiredtoguaranteethatlegitimatelimitedtime procedures are used to make clients mindful about the accessibility of the item. The devices which are used for observing and controlling of this market plan are measurements and by checking successful progression of correspondence(Ateke and Kalu, 2016). eBay is propelling another mobile application named eBay Food which will give online food delivery conveyance to clients. For this reason, a market plan is built up that incorporates mission, vision and targets towards which this application is launching. A budget is likewise arranged which is required to figure this market plan in a proper way. For example, SWOT Analysis and STP model is additionally utilized so as to distinguish the organization's upper hand.
CONCLUSION From the above report, it is concluded that marketing is a very important function of every organisation. Without which it is not possible for them to make their target customers aware about their products and services which thy are dealing. Additionally, the importance of interrelation between various functional departments of company is also studies which helps in smooth running of organisation. Further the importance of marketing mix for Companies to analyse various aspects of company is also studied. Lastly, a marketing plan is developed which will help in ensuring that project is completed in a proper way.
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REFERENCES Books and Journals Ateke, B.W. and Kalu, S.E., 2016. Collaborative marketing and business wellness of global system of mobile-communication (GSM) service providers in Nigeria.International Journal of Marketing and Communication Studies,1, pp.14-26. Baker, M.J. and Saren, M. eds., 2016.Marketing theory: a student text. Sage. Bhattacharya, C.B., 2016. Responsible marketing: Doing well by doing good.GfK Marketing Intelligence Review,8(1), pp.8-17. Felix, R., Rauschnabel, P.A. and Hinsch, C., 2017. Elements of strategic social media marketing: A holistic framework.Journal of Business Research,70, pp.118-126. Kotoua, S. and Ilkan, M., 2017. Tourism destination marketing and information technology in Ghana.Journal of destination marketing & management. 6(2). pp.127-135. Lacoste, S., 2016. Sustainable value co-creation in business networks.Industrial Marketing Management,52, pp.151-162. Lee,J.Y.,Kozlenkova,I.V.andPalmatier,R.W.,2015.Structuralmarketing:Using organizational structure to achieve marketing objectives.Journal of the Academy of Marketing Science,43(1), pp.73-99. Murthy, D.N. and Kumar, B.V., 2015. Internet of things (IoT): is IoT a disruptive technology or a disruptive business model?.Indian Journal of Marketing,45(8), pp.18-27. Notta, O. and Vlachvei, A., 2015. Changes in marketing strategies during recession.Procedia Economics and Finance.24. pp.485-490. Ottman, J., 2017.The new rules of green marketing: Strategies, tools, and inspiration for sustainable branding. Routledge. Papadas,K.K.,Avlonitis,G.J.andCarrigan,M.,2017.Greenmarketingorientation: Conceptualization, scale development and validation.Journal of Business Research,80, pp.236- 246. Quinton, S. and Wilson, D., 2016. Tensions and ties in social media networks: Towards a model ofunderstandingbusinessrelationshipdevelopmentandbusinessperformance enhancementthroughtheuseofLinkedIn.IndustrialMarketingManagement,54, pp.15-24.