Analyzing Marketing Strategies for Small Businesses

This assignment involves a comprehensive analysis of various marketing strategies applicable to small businesses. Using the provided academic papers, journal articles, and online resources, you will examine concepts such as social engineering and marketing, integrated marketing communication's effect on consumer decision-making processes, fairness quality in marketing, strategic marketing planning behavior, destination marketing, information marketing, functions of marketing, marketing mix, and steps to create a marketing plan. Your analysis should evaluate the effectiveness of these strategies and their impact on small business performance.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
A) Roles and responsibilities of marketing function..............................................................1
Roles of marketing:............................................................................................................2
Function of marketing: .....................................................................................................3
B) Marketing roles and responsibilities in context with organization....................................5
M1...........................................................................................................................................7
M2...........................................................................................................................................8
D1...........................................................................................................................................8
TASK 2............................................................................................................................................8
C) Marketing mix of Wilkinson.............................................................................................8
Comparison......................................................................................................................10
M3.........................................................................................................................................11
TASK 3..........................................................................................................................................11
D)Marketing plan of Wilkinson...........................................................................................11
M4.........................................................................................................................................14
D2.........................................................................................................................................14
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing is an effective activity of creating, promoting, communicating, exchanging
and delivering products and services to customers. It is a process of exchanging the relationship
between business and consumers. As per American Marketing Association, marketing is an
effective activity for creating, communicating, exchanging and delivering quality products for
customers and end users to get satisfaction level. Main purpose of marketing process is to satisfy
the customers’ needs and wants in an effective manner. It is the best and important process to
attract and invite large number of customers. Every organization wants to sell their product in
large numbers so that they would use promotional tools to promote their products in order to
increase customer’s awareness regarding company’s products (Baker and et.al., 2016).
Marketing essential is a wide concept to buy and sell goods and services by the service users.
Present report is based on the case study of Wilkinson which is a British high street chain and
selling house hold products to its customers along with satisfying their needs and wants
according to their demands. Various and important roles and responsibilities of marketing
function assist in improving the performance of the company at marketplace. It also include
different strategies to identify the customers needs so that they can provide quality of products to
them effectively. Apart from that, marketing plan of Wilkinson is also evaluate in this report to
attain best success. In this report they define marking mix which is used by the company tom
achieve best outcome in appropriate manner.
TASK 1
A) Roles and responsibilities of marketing function
Marketing is a process of determining the customers needs and demand in order to fulfil
them effectively and get higher satisfaction level by them. It is a effective process to inviting and
attraction larder number of customers by use various promotional activities. According to
Chartered institute of marketing, marketing as an management process which include
identifying, anticipating and satisfying customers needs and wants in appropriate manner. This
marketing conception is very important for every organization to increase their performance in
marketplace.
This concept provide better shape of their business process in order to fulfil customers demand.
There are some marketing concept which are as follows:
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The production concept: In this marketing concept the customers use those products and
service. Wilkinson use these strategies in order to attain higher production efficiency in their
process so that they can define effective products in front of customers at reasonable price. This
concept helps in reducing the operation cost of the business (Berkowitz, 2016). With the help of
this concept, business organization easily does the modification in production and distribution
activity so that they can attain competitive advantage from its competitors.
Product concept: In this concept, it defines the best quality of products and services provided to
customers and satisfy their needs in an effective manner. Wilkinson provides and offers quality
of products to its customers which assist in increasing sales of company. Main and important
purpose of this concept is to introduce high quality of products in the market place and attain
higher profitability. Continuous improvement in product and production process is the main
target of this concept so that they can easily define their goods in the marketplace.
The selling concept: The next and essential concept of marketing function is selling concept.
This process maintains and builds relationship between customers and business. This is based on
the idea that people will not buy the product if firm will not promote it effectively (Brassington
and Pettitt, 2013). The main purpose of this concept is that the what company make products
which are needed by the customers and market.
Marketing concept: It is a big challenge which is faced by every company in order to follow
above concept. This concept is based on the delivering those products which are helps in satisfy
customers needs and demands in effective manner. Effective plan and development assist for the
Wilkinson in order to attain organizational goals and objectives in appropriate time prod.
Societal concept: This concept is related to the effective decision which is taken by the company
according to customer’s demand and needs. Wilkinson uses this concept which assist in
identifying the customers demand and after that, providing them accordingly. It define that
company should plan in order to achieve long term benefits.
Roles of marketing:
Marketing plays an important role in business organization in order to invite large
number of customers in an effective manner. It maintains a strong relationship with customers
and business organization which assist in improving the performance level in marketplace.
Marketing increase their sale of product with the help of providing best quality of products and
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service to their customers. In this filed Wilkinson is able to offering high quality of products and
reasonable price to attract more and more customers to buy its products (Brooks and Simkin,
2012). In Wilkinson, marketing department plays an important role which promote their business
in market place so that it can increase the profit level of company. Through promotional tools,
they promote their products and increase customer's awareness regarding the same. Main role of
marketing is to increase the sale by providing best quality of products to its customers. There are
some important role of marketing are as follows:
 Defining organizational brand.
 Manage campaign for initiatives.
 Making marketing and promotional elements.
 Effective and monitoring social media.
 Managing internal communication with their employees.
 Undertake marketing research about the customers service.
 Perceptive outsider agencies.
 Developing and producing new and innovative products. Offering and providing quality products to its final customers.
Function of marketing:
There are some marketing functions which evaluate the effective process of company that
assist in increasing productivity of company at marketplace. these functions are as follows:
Management information system: This system is responsible for managing and using useful
information regarding customers It is a systematic process to collect and gather appropriate
information in order to take the best decision. This process is used by Wilkinson to collect
information for making the marketing plan for future. It helps in decision making process which
improves the quality of product to increase profitability in the marketplace.
Pricing: This function is more important to define product value in front of market and
customers. This function is used by the Wilkinson to set the right price of the product. It is a big
challenge for every organization to set the product price (Caragher, 2016). If company set high
price of product so that they loose their customers. In other hand if price of the product is very
low then company attain less profits. Through market research company can easily set their
product prices effectively.
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Product and service management: It is based on the designing, implementing and improving
the products which helps in meet the customers needs. The main aim of products and service
management is setting the effective price of products. It is based on the customers taste and
preference which is more important to the customers to attain success at marketplace. They keep
their products and service up to date so that they can easily satisfy the customers needs.
Distribution: It can define the decision that how the company will gather goods and service
which they want tom provide and sell to the customers. It is main responsibility to set their best
distribution channel to deliver the quality of product to its customers. Process of destitution is
more important and easy to setting their stores in specific location and city where the target
customers are use their products and service.
Financing: It is more import function of every organization. Which define the need of the
money which helps in making the money. It essential for the organization which assist in
gathering the money by own personal capital, loans and many more. In this process prepare
marking budget is very important for the Wilkinson which helps in running its activities
smoothly. This function attract and invite large number of customers to purchase its products
and service in order to again higher success (Desai, 2013).
Selling: This function is more important in marketing process which offer provide final products
and service to end-users. Selling function is based on the customers satisfaction which assist in
increasing the sales of the company in effective manner. Marketing and selling is interrelated
with each other. It is a last process of marketing. Selling is main process which taking a place
after identify customers needs. It is also able to make best response to the right products at right
point so that customers are easily buy company products. In this process the customers are
satisfy with the help of communicating directly the potential customers.
Promotion: This function is more important to the every organization to increase customers
awareness about the company products and service. Wilkinson use various promotional tools and
techniques to invite large number of customers in their process. With the help of promotional
techniques organization increase customers awareness by promoting best quality of products at
marketplace. Advertising is important to organization to increase those customers who would
buy the products in order to satisfy their needs in effective way. Wilkinson is also use online
promotional tools like Facebook and other sites which assist in increasing the sale of the
company. There are some another responsibilities of marketing function:
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 To increase awareness of the customers toward its products.
 Helps in engaging customers.
 Undertake various researches about its competitors and its products.
 Managing and preparing promotional activities.
B) Marketing roles and responsibilities in context with organization
Marketing is a process of inviting and communicating with customers. This process is not
only based on selling products and service but also it is wide concept. This process define
customers demand and provide quality of products in order to satisfy their demand in appropriate
manner. Marketing is one of the main function of cited company to promote their services at
market place so that large number of customers are attracted and used its products. It assist in
increasing the sales of the company. The marketing function is more essential for the company to
attain higher success in market. This process define the presenting, promoting and researching
of the services which is offer to the customers according to their needs (Dibb and Simkin, 2013).
In organization effective marketing campaign is helps in providing useful information regarding
the customers.
In this process the marketing department is play important role in company in order to
increasing the profitability, market share and growth in market. Department of marketing of
Wilkinson define whole team which make various functions to promoting their products in
market. There are some role and responsibility of marketing in wide context of organization
which are as follows:
Production department with marketing function: This process of marketing is define by the
organization in order to identify the customers needs and demand. Production department is
more important for the organization which make the best quality of products to its customers in
order to satisfy their wants in effective manner. Business operation of Wilkinson determine the
demand of the customers and then the provide and offer accordingly (Gamble and et. al., 2011).
Production department make and produce best quality of products in front of market place so that
they can attract large number of customers in order to attain higher profitability.
Research and development with marketing function: This department is related to the
marketing process of the Wilkinson company. It is very essential to the company in order to
conduct the research which assist in achieving the goals and objectives in appropriate time. This
department is effective to evaluate the current trade of the marketplace.
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Marketing with Administration department: This is one of the main department of every
company to manage all the working activities in appropriate manner. In this the organization
define all the process which is manage by the administration department in order to achieve
goals and objectives in effective way. It also assist in improving the performance of the company
at marketplace.
Marketing with Customers service: It is very important to the every company that they have to
satisfy their customers needs to attain higher success at marketplace. Wilkinson provide quality
of products to its customers to attain higher satisfaction level by them. Company evaluate the
customers demand and needs after that they easily offer that product which needed by the service
users so that they can able to achieve high satisfaction level of the consumers. Company should
offer top quality of product at reasonable rate which helps to the organization to attain higher
profitability. Marketing department provide extra benefits like discount and some time their
provide free services to keep their existing customers.
Distribution function with marketing: This process is essential to the Wilkinson to distribute
best quality of products to its customers. They promote its goods by using various type of
distribution channels. It will helps in expanding the business in the marketplace and achieve
success.
Marketing with finance: Funds is very essential to the every organization to running business
smoothly. It is required to perform their activities in market. With the help of funds business
organization easily attain efficiency in their operation process.
Human resources management with marketing: In this department the Wilkinson hire skilled
staff who are able to completing the task in effective way and attain best results. Experience and
educated staff helps in defining new and innovative ideas to promote their business process in
front of customers so that customers are use their products and increase sale of the company. In
order to invite large number of service user is beneficial to the company because they use its
products in appropriate manner. This department is helps in setting the target of the company so
that their employees are easily achieve it in less time period.
IT department with marketing: In this department Wilkinson use new and innovative
technologies to develop their products for customers. It use new and advance technology to
promote their products in market so that large number of customers are attract and use its service
(Hsu, 2011I). In the global economy, there are various type of technologies which provide
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useful information to its customers to increase awareness regarding the products and service. It
also assist in increasing the profitability and improve the performance of the company in
marketplace. With the help of websites customers are able to collect necessary information so
that they are easily reached them and use that products in order to satisfy their needs.
Marketing: This department is very important for the every organization to sell and purchase the
goods and service. It assist in maintaining the relationship between customers and business. With
the help of this department company promote their products in market in order to achieve
competitive advantage from the competitors. Wilkinson use this process to identify the
customers needs in order to increase their sales volume in appropriate manner.
Sales with marketing function: In this process the sale department is more important to the
organization it is related to the marketing. With the help of this department Wilkinson improve
their sales so that they are attain higher returns from the customers. This department define
specific products for the customers to increase efficiency.
Hence, marketing is a big concept in Wilkinson all these helps in inviting and
communicating with customers in order to attain higher satisfaction. Function of marketing
affect the whole process of the organization. It is very important to the process to run their
business in effective manner. The main aim of marketing function to maintain relationship within
the enterprise in order to increase efficiency.
M1
There are some main and important roles and responsibilities op marketing which assist
in achieving competitive advantage from its rival. Today's business environment is very complex
so that it impact on overall performance of the company. So that its define certain roles and
responsibilities which assist in taking competitive place in marketing:
Market segment: It is an important function which focus on marketing process as well as
its trends so that company easily achieve its targets an appropriate manner. This segment assist in
achieving competitive advantage and also capture large market share in appropriate manner.
Planning: In this function is involves whole process of marketing which define all the
changes in market and customers taste so that manager of the company easily evaluate new
market plan in order to achieve all the targets in appropriate manner.
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Strategy: Effective strategy are more important because it contribute in overall success of
the business. It also set the segmentation and target so that business follows the path to attain
success.
M2
It is more important for every organization to develop their process of marketing
department to maintain effective relationship with other departments. This assist in taking
competitive place in aggressive marketplace. For this marketing is an activity to exchanging and
developing better relationship among customers and organizational department which assist in
enhancing overall performance of the company. Marketing function of Wilkinson allows to take
strong position to aggressive market in order to capture large market share in appropriate manner
and get higher success in appropriate manner. It also define available resources which helps in
achieving marketing goals and objectives.
D1
Marketing process include four elements which is more important for the company to
influencing the customers demands. These elements are product, price, place and promotion.
With the development of marketing process there are three elements are also add-on in their
elements which manager the intangible parts of the firm. These three elements are process,
people and physical evidence. All these elements are engaging with other department or the
business. These are more effective because it define customers needs and wants in appropriate
manner. In this product define marketing function to define quality of the production department.
Place related to the sales department to evaluate the customers service to manager their demands.
TASK 2
C) Marketing mix of Wilkinson
Marketing mix is used by the every company in order to achieve goals and objectives in
appropriate time period. It include product, price, place and promotion and other three elements
are people, process and physical evidence. It is effective process to attract large number of
customers and get positive results to improve their performance level at marketplace.
Basis Wilkinson Next PLC
Product Wilkinson offer and provide Next PLC is a biggest company in UK.
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quality of products at lower price.
They purchase raw material to the
selected suppliers which helps in
producing the effective products.
They focus on the cost minimizing
of the product. They always
provided discounted product to its
customers keep existing customers
and attract new customers in their
process.
They provide all type of electric
products and introduce new and
innovative products to its customers in
order to satisfy their needs and demands.
With the help of variety of product they
attract large number of customers to buy
its products.
Price Wilkinson provide quality
products to its customers at lower
price. It use unit price strategy to
their products (lling and Anders,
2016). They provide lower rate to
the service users so that larder
number of cuato0mers are
attracted and buy its products.
Next PLC use prising strategy which
assist in improve the product volume so
that variety of customers are attract by
their products and buy that to satisfy
their needs. It define competitive pricing
which assist in monitors the policies and
attain higher profitability at marketplace.
Place Wilkinson have features outlets
and distribution channels at
different location to provide its
customers. They use penetration
pricing strategy to set their
products price effectively.
Next PLC have various stores ate
different location so that they can
deliver their products to the variety of
customers.
Promotion It use various type of promotional
tools to promote their products in
marketplace and customers mind.
They access communication
channels for target customers
which assist in improving the sales
Next PLC use promotional strategies
which define the brand image of the
company at marketplace. They invite
more customers in their process to attain
higher revenue.
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of the company.
People Company use internal and external
marketing to promote their
products at marketplace which
assist in satisfy customers needs
effectively.
Next PLC focus on the different section
of people which is related to the age,
gender and income status. It assit in attin
higher profitability in the marketplace.
Process Process define to increase the
advance technology which is used
by the organization which helps in
providing its products to end-
users.
Next PLC make and produce new and
innovative products to attract large
number of customers to buy the product
in effective manner.
Physical
evidence
In this process it define
transparency, quality products,
location and maintenance of the
products which effect the positive
effect on the organization process
to attain higher profitability at
marketplace.
In this process it define experience of
users which are evaluate by the business
operation by using pamphlets and
broacher to provide useful information
to its customers (Jones and Rowley,
2011).
Comparison
Wilkinson and Next PLC both are use marketing mix in their process in order to achieve
competitive advantage in appropriate manner. But there are some differences between these
tools because they provide effective path to achieve its goals and objectives in appropriate
manner. There comparison are as follows:
Wilkinson's Next PLC
Wilko used marketing tools to define their
various products at marketplace. Through this
marketing mix they influence their customers
to buy its products. The company invest more
resources to complete their task in
On the other hand, Next PLC they has effective
marketing process as well as mix to achieving
competitive market place. They set their
segments and provide them accordingly.
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appropriate time period.
M3
There are various marketing strategies which contribute in attracting large number of
customers towards its products and service. Wilkinson's use penetration pricing strategy to attain
competitive advantage and also capture large market share from its competitors. They also
provide quality products at affordable price so that more and more customers are attracted and
buy its products in order to increase overall sale of the company in appropriate manner. Setting
best price of the products it aid in inviting more and more customers toward its company and get
customers loyalty in appropriate manner.
TASK 3
D)Marketing plan of Wilkinson
Marketing plan is written documents that define marketing position of the company. In
this marketing mix is used by the company in order to attain goals and objectives. Manager of
Wilkinson prepare marketing plan and describe whole the process that define how to attain
marketing goals and objectives in appropriate manner. Before prepare marketing plan it is very
important for the company to have details which is related to the goals and objectives and current
position of the market.
Vision of Wilkinson:
The vision of Wilkinson is to be number one retailer in retail sector by providing top quality of
products to the customers.
Mission of Wilkinson:
The mission of Wilkinson is to provide quality of products to its customers at reasonable price so
that they are able to satisfy their customers.
After define the mission and vision of the company, it is essential to evaluate the SWOT
analysis which assist in defining the marketing condition of the company (Kennedy and Parsons,
2014).
SWOT analysis:
Strength Weaknesses
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The strength of Wilkinson is their pricing
power which attract more and more customers
and buy its products and increase the
profitability of the company.
They provide and deliver high quality of
products to variety of customers at reasonable
price.
On other hand customers loyalty is also the
strength of the company which assist in
achieving the scale of the economy.
They also having best store management so
that they deliver best quality of products to its
customers.
The main weakness of Wilkinson is lack of
funds so that they can not monitor the all
activities of the company in regular basis.
Some time they can not able to offer best
quality of products so that they loose their
customers which reduce the uncertainty in the
business process.
They can not attract more customers because
their brand is very poor in customers mind so
that they can not buy its products.
Cost structure is not impressive of the
company it is also a weakness.
Opportunities Threats
They have best opportunities to emerge their
business at international level market.
It assist in increasing the market share of the
company and also maintain the relation with
the customers.
Wilkinson can make higher revenue with the
help of capturing large market share in
international market.
They invest in lots of finds in advertising of its
products in order to invite and attract more and
more customers and but its products to increase
the sales volume.
Wilkinson does not make and produce quality
of product or it is weakness of the company.
Next PLC is one of the biggest company and it
is competitors of the company in same field
(Lamb, Hair and McDaniel, 2011).
The taste and preference of the customers are
change with the fashion, substitute of products
and different type of rules and regulation of
government is also threats of the company.
After understanding the strength, weakness, opportunities and threats of the company. It
is manager responsibility to define the objectives of the company and what they want to achieve
in future.
Objectives
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the main and important objective of the Wilkinson is increase their market share.
Company make quality of products to its customers in order to satisfy their needs which assist in
achieving the objectives in appropriate manner (Pike, 2015). They invite large number of
customers by providing top quality of products at reasonable prices. They focus on customers
loyalty and tries to increase it.
After defining the objectives manager of company use STP in order to achieve the target
customers of the company.
Segmentation
It is effective process to making a homogeneous market by the large heterogeneous
market. Wilkinson focus on those people who buy household products at lower cost and high
quality.
Targeting
In this process company focus on target customers who want to buy household products.
Positioning
Wilkinson has strong position at international market.
Marketing mix
After defining the STP approach manager focus on marketing mix which is used by the
company to achieve the organizational objectives in appropriate manner.
 Product: Goods are tangible item which is provided to the customers to satisfy their
needs and wants in appropriate manner (Malhotra, Birks and Wills, 2013). Wilkinson
offer best quality of products to its customers which is produce by the company.
 Price: It is monetary term which is set by the company in exchange in products. Set right
price of the product is more important to the company so that they can provide best
quality of products at low price. Company give discounts to increase the profit in
marketplace.
 Place: Wilkinson provide its products to the customers through different stores at
different place. It is main responsibility of manager of the company to available its
products near customers so that customers are easily reached and buy the products. Promotion: It is a best process of using different kind of communication channels in
order to increase awareness of the customers regarding product of the Wilkinson.
Company use different promotional tools in order to attract large number of customers.
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Marketing strategy
For attain marketing objectives Wilkinson use the effective marketing strategy to
maintain relationship with customers. Those type marketing concept is used by the company in
order to maintain relationship and get customers loyalty. In this process the firm focus on the
customers needs.
Implementation
After deciding all the activities firm implement in marketing plan in order to achieve best
results. Implementation should be implement in effective manner so that they can achieve
marketing objectives in appropriate time period. Proper funds and supporting services is also
provided to the company in order to do effective implementation (Mihart, 2012).
Evaluation
Evaluation is a last step of a business process which define best evaluation of whole
marketing plan. It assist for the manager to understand about the executing activities that helps in
attaining business targets in appropriate manner.
Hence, marketing plan should be flexible so that manager can do changes easily in it. The
main advantage of doing evaluation is assist to the manager to provide opportunity to do
necessary changes in the plan so that they can attain higher success at marketplace.
M4
Marketing plan is a written document which is prepare by the manager of the company to
define overall information as well as activities which are performed in the organizational process
in order to achieve positive end results. Marketing plan give a clear path to attract success in
marketplace. It include company mission, vision its goals and objective and also define that how
to use strategies to achieve overall targets in appropriate manner. It assist in identifying current
trends and its opportunities that highly impact on overall performance of the company.
D2
Marketing plan is more important for organization because it define overall performance
of the company and assist in achieving its goals and objectives in appropriate manner. For this
marketing mix also contribute in overall success of the firm which include product that is
produce by the company and provide to the end users to satisfy their needs. Price define products
quality which assist in attracting large number of customers. Place also important for company
where they provide final products to its customers. Promotion include personal selling,
14

advertising, person relationship and sales promotion al these are used by the company to promote
their products. People are those who work as a staff member in organization and process define
how services are deliver to the customers in order to satisfying their needs and physical evidence
include all intangible products which provide to the customers in bulk. All thee are more
important for the organization in order to achieve its goals and objectives in appropriate manner.
CONCLUSION
In the above mentioned report can be concluded that marketing is one of the important
process to exchanging the relationship with customers. It define effective process to inviting
large number of customers in their process to buy the products and service in order to increase
profitability in the marketplace. In marketing concept it include product, price, place and
promotion. With the help of these elements company can increase their sale volume of the
products and also increase the profitability. It helps in capturing larger market share and making
quality of products to its customers. Company prepare best marketing plan to promote their
services in front of customers to increase the productivity in market.
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Functions of marketing. 2017. [Online]. Available through:
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