Comparison of 7P's Marketing Mix: Marks and Spencer, McDonald's, Starbucks
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This article compares the 7P's marketing mix of Marks and Spencer, McDonald's, and Starbucks. It discusses the products, pricing, place, promotion, people, process, and physical presence of each company.
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Table of Contents INTRODUCTION..........................................................................................................................1 TASK 1............................................................................................................................................1 P1 Roles and Responsibilities.....................................................................................................1 P2 Interrelationship of marketing and other functional units......................................................4 TASK 2............................................................................................................................................6 P3 Comparison of different organisation using 7P's marketing mix...........................................6 TASK 3..........................................................................................................................................10 P4 Produce and evaluate a basic marketing plan for an organisation.......................................10 CONCLUSION.............................................................................................................................14 REFERENCES.............................................................................................................................15
INTRODUCTION Marketing refers to actions taken by organisations to promote goods and increase buying and selling. It includes selling, advertising and delivering products or services to end users or other customers of company. Marketing is an essential process as all activities are performed by companies to draw attention of buyers towards their goods and build long term relationships with them. In other words, marketing is to match company's products according to the needs or requirements of people(Akbar and et. al., 2017). Marketing can be done through different means like blog marketing, print marketing,video marketing which are basically advertisements, social media marketing and other various medium are present in market for marketing activities. This report is focused on marketing, its different concepts and marketing mix strategies, how they are made and their implication in operation of organisation. In first section, through Marks and Spencer explanation of marketing processes, roles and responsibilities of marketing function,their interrelationships with other functional units present in company is given. Then in next part, marketing mix plans of Marks and Spence is compared with McDonald's and Starbucks. At the end, a marketing plan of new product launched by Marks and Spencer is provided with proper intellect and suggestions. TASK 1 P1 Roles and Responsibilities Marketing-It is a process of attracting potential buyers for products or services of organisations. It includes many small process like selling, promoting and distributing of goods. Importance of marketing-It is a very important process which takes place in every company for smooth running of business and its functions. Some marketing concepts are explained below: Production Concept-this concept is based on phenomena that company can increase as ti decrease costs of goods, also it emphasize on thinking that entity's can save costs or lower it down with mass production. Selling Concept-It concentrate on actual sales, selling goods within every possible scenariowithoutconsideringqualityofproductsandcustomerneeds.Ithighlightsthat consumers will buy products if company sell them aggressively(Pike, 2016). 1
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Marketing Concept-Company's who follow marketing concept put consumers first in organisation, all actions are taken in accordance with buyers. Objectives of business is to understand requirements of end users. Societal Concept-It focuses on satisfying needs of target consumers and to deliver best productsto themas comparedto their rivals. Itsa newconcept and also thinksabout improvements of society and well being of society(Baker and Magnini, 2016). Product Concept-This phenomena works on assumption that buyers prefer goods with greater quality and prices, availability of products doesn't impacts their decision for purchasing. Therefore, entity's develop goods with greater quality and which are normally expensive when comes out in market. Marketing process is as follows: Situational Analysis-This analysis is done to explore market opportunities, to know about the abilities of company and surroundings. Tools like PESTEL, SWOT and 5 C analysis are used for situational analysis. MarketingStrategy-Plansaremadeinrelationwithopportunitiesexploredby organisation to pursue. Thisanalysis is done through STP (Segmentation, Targetingand Positioning). Designing Marketing Tactics-After strategies are made tactical detailed decisions are taken to obtain desired results from chosen marketing mix. It involves 7P's Product, Price, Place, Promotion, People, Process and Physical presence(Pike, 2015). Implementation and Control-Last but not the least, marketing plans are implemented and outcomes are being monitored, so that if required any changes can be done according to the market. Various roles and responsibilities every marketing function has to perform are as follows: RolesDistribution channel-Marketing unit has this role to decide where to arrange raw material to produce finished goods required by buyers and how to provide them. Distribution is very easy but due to increasing interconnected market situations it is becoming very difficult for organisations to select best available option for provide their products and services to consumers. Therefore, this role is performed by marketing team to analysis and render best distribution channel to company. 2
Financing-Money is the most importing resource which every company needs for its operations to begin and function properly. This is marketing employees role to provide best possible financial aid to entity, searching for funds from different investment schemes or loans to fund the operations of company. Marks and Spencer's marketing staff also have to do some research for bringing cost effective financing opportunities for the company(Baker and Saren, 2016). This will help them to work efficiently, delivering best to their customers and other interested parties.Deep market research-Its about gathering or collecting information about targeted market of organisation, knowing the customer and their wants is most basic data every company needs to operate. Marketing departments another role is gain knowledge about the market they are doing business in to understand requirements of market plus of buyers. Marks and Spencer's marketing team will also conduct research activity in relation to their customers, formulate plans or strategies accordingly for obtaining effective and efficient results. Promotional channel-Advertisement is necessary for company's to introduce their products or services in market or for provision of knowledge about goods. And this comes under promotions, where organisations choose different ways to promote their products in marketplace targeting various consumers. Marks and Spencer is top fashion brand, therefore they use unique promotional strategies to attract more consumers and to keep existing buyers stick to them. This role is also performed by marketing staff to give tailor-made promotional plan to sales department for better sales of goods. ResponsibilitiesSearching for new marketing tools:Marketing teams responsibility is to keep the organisation updated with all new trends, strategies and tools. As market is changing everyday, various new tools are also being introduced in market and as marketers marketing employees hold this obligation to bring those to company(Piñeiro-Otero and Martínez-Rolán, 2016).Innovate-Customers are really important for all company, so keeping them satisfied and happy is main objectives of them. Surprising consumersand providing goods beyond their expectations by bringing new innovative products and services is must. Marks and 3
Spencer deals in fashion industry which makes is more important for them to be innovative according to taste and preferences of buyers.Brand value-A brand is how organisations are represented in marketplace and for building brand value marketing team is responsibility. They holds responsibilities of developing effective brand image and ideas which best conveys the message of brand to public. Ensuring goodpicture being presented in market and more and more people are connecting with the brand plus choosing their brand before other competitors present in market(Dessain, 2016). Monitorcompetition-Positionofentityinrelationtomarketenvironmentplus competitors is important to be analysed and monitored. This is another responsibility performedbymarketingstafftostudymarketandcompany'spositioninmarket regularly.This is done to learn more about the competitors, what they do best and adopt some of its qualities if helpful in improving organisation operations. Marks and Spencer is a clothing brand and needs very effective promotional plus marketing strategies. Employees working in marketing team has some roles and responsibilities they need to perform for company so that predetermined goals can be achieved. These roles and responsibilities are some necessary jobs every personnel has to do for contributing their part in organisation and its operations and which is also expected by them looking at their abilities. P2 Interrelationship of marketing and other functional units An important task every company faces is to interrelate plans of different departments with each other in order to attain objectives of organisation. For accomplishment of unified plans of various functions its necessary that those plans are formulated in co-ordination from the very beginning(Puddle,2015).Therefore,someinterrelationshipsbetweenmarketingandother functional units are explained below in relation with Marks and Spencer. Marketing and HR Role of HR department is to bring best potential or talents workforce to company and therefore, they perform all activities related to manpower like, hiring employees, training them, resolving all their issues and managing personnel. Marketing members ofMarks and Spencer's should work together with HR team for developing job description, screening process of candidates etc. to have best team which can perform all marketing tasks allocated to them in 4
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efficient manner. The more efficient personnel is present in marketing team the more it will benefit company in its operations and achieving desired goals. Marketing and Production Here, relationship works in both directions, in some way production needs marketing staff to perform few tasks for them. On the other hand some times marketing needs production team to be helpful in completing their actions. Interdependency of both the departments is visible at time of development of new product, proper information about market is required by production team to for creating or innovation. This data is provided by marketing team as its their role to conduct market research for entity's and for their betterment. Plus marketing staff also needs all subject matter related to product for formulating marketing and promotional strategies(Eng, 2017). Marketing and Finance Another necessary relationship is seen in marketing and finance department, they are linked with each other for performing many different activities for the company. Many or the marketing jobs applies financial knowledge and funds like, budgeting, planning for marketing of products or services, branding etc. therefore, both these function work in line with one another. Their relationship is not limited to just getting financial aid or providing strategic plans, its more then that. They hold dual relationship which works both ways for attaining objectives or goals in an effective and efficient manner. Marketing and R&D One of the most essential role of marketing team is to conduct research activities for organisations, so their efforts are connected to that of research and development department. Ignorance shown by entity's in linking plans of these two departments has costed a huge amount and many failures. Major tie-up in marketing and R&D teams actions takes place while developing new products and services. Every phase of development of fresh goods needs close link up between marketing and R&D teams as they both adds their value for producing best product or service(Rancati, Gordini and Capatina, 2016). According, to the changing market situation Marks and Spencer also have to bring change as its a fashion brand. If any industry have the most dynamic environment that is clothing industry because choices of people are changing every day and they want something new and 5
beyond their expectations. Therefore, its necessary for various functions present in operational structure of Marks and Spencer to formulate plans and strategies in with co-ordination and to work with one another. Company will only works efficiently and effectively plus in accordance with aggressively changing surroundings when its functions are co-ordinated well with each other providing great results to organisation. Why Marks and Spencer should hire me for position of Marketing manager? Marks and Spencer can appoint me for marketing managers post as I have good knowledge in marketing field. As I have shown my skills and knowledge earlier in my interview about marketing,differentconceptsusedin it,processof marketing,interrelationshipof marketing department with other functional units and critical analysis about how important these interrelationships are for Marks and Spencer's operations(Rudden, 2016).Also I can bring improvement organisation and its workings as I'm experienced enough with appropriate practical experience in marketing(Lane, 2016). I have performed all activities which is needed by marketing managers plus with my knowledge and effective use of available resources in organisation I can bring better results and improve Marks and Spencer's position in market place. TASK 2 P3 Comparison of different organisation using 7P's marketing mix Marks and Spencer is a British multinational retailer, founded in 1884 by Michael Marks and Thomas Spencer and headquartered in London, UK. It servers to many segments of population worldwide and servers various clothing goods like women's clothes, uniforms etc. it basically deals in fashion clothings. McDonald's is an American fast food company founded in 1940 by Richard and Maurice McDonald's.IthasitsheadquartersinChicago,U.S.,McDonald'sservesworldwideto consumers with its range of good quality food and traded on NYSE, TYO plus BMV. Starbucks is also an American coffee house chain founded by Jerry Baldwin, Zev Siegi and Gordon Bowker in 1971. It also serves to worldwide consumers like other two companies and headquartered in U.S. 7P'sMarks and SpencerStarbucksMcDonald's ProductM&Sproductrange coversallgendersand Starbucksoffersvast range of coffee and food McDonald'sisoneofthe leading fast food restaurant 6
agegroups,men, women, kids etc. M&S offersgoodsincluding clothes,footwear,bags andaccessories.They alsoofferfood, furnituresandgiftsin some areas of its world wide customers. options to the public. Its main products are cakes, cookies, pastries, various kind of coffees and it is famousforitsroasted plus richly brewed coffee. worldwide. Initially it use to sell breakfast, burger, fries etc. but now with changing atmosphereithasmade drastic changes in its menu added many new food items and rinks. PriceCompetitivepricing policyisadoptedby M&Sforsaleofits goods and also because ofpremiumquality productsitoffers. Companyfollow dynamic pricing strategy duringsomespecific season,offering discountsandnew schemes(Larsonand Draper, 2015) Itusespremiumpricing policyforitsproducts making it obvious for its customersthatgood qualityproductsholds highcosts. Therefore,it usessinglepricing strategyandthatis premium pricing. Company has many pricing techniques which it can use tosellitsproducts.The restaurantsdecidesprices withdemandbased methodologybutsometime their prices vary a little bit duetosometinyreasons. Also,McDonald'sdonot imposetheirpriceson franchiseestheysettheir own pricing strategies. PlaceItisaninternational multinationalretailer operatingitsbusiness worldwidecovering mostsegmentsof society.Italsorender onlineorderingand deliveryservicesfor Starbuckshasitscafes open in different countries around the globe. It has almost24000storesin approx70countries which is a huge number. McDonald'shasdifferent distributionchannelsfor differentplacesinwhich their restaurants are located. Like in some countries they offer home delivery and in other they do not. So they haveuniquedistribution 7
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certain goods in selected regions. channel for several places. PromotionM&Smakeits promotionalstrategies very carefully by taking careofeverysmall changehappenedin market and makegreat useoftechnologyin promotion activities. Itusesnumberof promotionalschemesto promoteitsfoodsand drinks in order to attract moreconsumers.Ithas scheme named “Starbucks Rewards”whichisa greatwaytokeep customers stick with it for longerperiodoftime. Also they perform many CSRactivitieswhichis another great mechanism used by it. Forpromotiontactic McDonald'suse advertisements. It uses many techniquesofsales promotionforbettersales and to improve its position inthiscompetitive atmosphere. They make use of all social media and print media to promote itself and attract more buyers. ProcessM&Shasitsstores available in malls in sub urbanareasandmuch moreorganizedthen stores of competitors. It has different section for men,womenandkid plus divided according to partslikeclothing, furniture and gifts. Also online purchase option is theretoowhichmakes its process organizes and manageable. Every store of Starbucks has a proper process for itsfunctions(Larsonand Draper,2017).Those definedprocessesare madeforeffective functioningofbusiness andisfollowedvery strictly by everyone (top, middle and lower level of employees). McDonald's perform number of actions to make sales and toreachtoitsconsumers. One of its process is that it usestransparentfood preparationsystem,its customers can see how their food is being prepared. This also act as an advantage for companyasitcreates goodwillforitandattract more public. 8
PeopleAccordingtoitsstore size present in different locationsM&Shas around 83000 number of staffandpaysutmost attention to them. They use competitive payment policyfordecreasing their Employee turnover ratio, retaining its skilled workers(Steven, 2016). It has huge workforce and plantoappointmore people around world for itscafes.Starbucksis famousfordevelopment of its staff, they provide goodtrainingtoits workforce for serving top- quality food or drinks to itscustomersandoffer best services Ithasgreatskilledplus experienced staff and almost 97000employeesare workingforitinUK. McDonald'sspendhuge amount of money in training and developing better skill in its staff. This practice keeps personnelhappyand satisfiedwhichhelpsin retaining more employees. Physical Evidence It has made its presence inworldwide,opened manystoresinvarious areas. All these stores is great source of making physicalpresence.It sells vast range of goods increasingitsgoodwill andcustomersbase whichleadstomouth publicityalsoresulting in giving evidence of its presence. Itsphysicalenvironment is not restricted to brand, logo, store designs etc. it has much more then that. New ideas and creativity levels of its designers is allowing them to put great impact on peoples mind and in market too. Thisislastelementin marketing mix which refers to physical environment of organisation(Malhotra, 2015). It has great impacts onMcDonald'sandits customersandensures consumerloyaltytowards the brand and builds higher level of trust in public. Summary Product-It is an item that a company offers to public for satisfying their needs or wants. Price-This refers to the pricing strategy used by organisation for attracting buyers and selling it products in market. Place-Here, product distribution channel is discussed, its a very important aspect of marketing mix in relation to company. 9
Promotion-Used for boosting brand position in marketplace, these are also different strategies used by organisation to promote its goods or services. Process-These are the systems or processes company make and perform for smooth function of its operations and business. People-Employees of entity's are talked here, their skills and talents are related or not and if they are adding any value to company. Physical Evidence-It relates to business its goods and services offered and activities performed by and are those actions are leaving any remark on public and in marketplace or not. TASK 3 P4 Produce and evaluate a basic marketing plan for an organisation Marketing plan is the systematic and structured plan with he help of which operations are performed in appropriate manner and it is easy for managers to communicate about systematic way to complete the task. Marks and Spencer is launching “Baby Perfume” in order to diversify their business operations(Mueller and et. al., 2015). It is important to understand and analyse internal capabilities and external market components with the help of which performance of organisation improves. Marketing plan for launching “Baby Perfume” is as under- Situation Analysis of Marks and Spencer’s In order to analyse situation of M&S, PESTLE and SWOT analysis will be done. SWOT ANALYSIS StrengthWeakness Marks and Spencer have good brand image in industry, so it is easy to market new product “Baby Perfume”. Organisationdoesnothavegoodfinancial position, so they can not market their product in effective and relevant manner. OpportunitiesThreats There is no organisation which is providing baby perfume, so possibilities of growth and success rate of this product will be more. People are more skin conscious for their baby, so there are possibilities that they are not ready to purchase perfume for their baby because children have perfume and other products. 10
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PESTLE ANALYSIS This is the study which provides information about external market. PESTLE analysis for baby perfume product is as under- Political factor- In political factor, there is study of government norms and policies. There is high tax rate of beauty products, so sales might get affected. Economic factor- There is instability in UK economy, so people does not invest their disposable income so there will negative impact on sales of baby perfume offered by Marks and Spencer. Social factor-Social factor of UK is diversified because of unequal income distribution due to which sales of new product might be not that much. Technological factor-Technology is changing frequently, hence for launching new products there must be use of latest machine which requires cost for proper launching. Legal Factor- There are many legal norms and laws which has to be followed such as patent, copyright, etc. Hence there is requirement of expertise who have knowledge about latest and relevant laws(Okumus and Cetin, 2018). Environmental factors- Marks and Spencer will use new and technology which helps in conductingoperations.Thereisuseofmachineswhichgiveslessemissionandaffects environment. SMART TARGETS SMART objectives for launching new product are- To enhance profits of overall kids section by 10% because of this perfume.To get sales of £ 500 within 6 months with this product. MARKETING MIX Marketing mix for launching new product is as under- Product- Marks and Spencer is launching Baby Perfume for maintaining fragrance in children. Price- Pricing strategy of this product is price skimming because in this initially price of baby perfume will be low but when demand of product will increase then it gets high. Place- Place for launching this product is Europe because most of the people are innovative and ready to avail in products. 11
Promotion- Promotion of this product will be done with live demonstrating at stores and social media platform. People- Employees plays crucial role in launching this product because they interact with consumers and make them agreed for launching it. Process- Process of launching baby perfume is through offline sources i.e. available at store. Physical evidence- Physical evidence for baby perfume is picture of baby on the container of perfume. MARKETING BUDGET Marketing budget is the set target which is used for launching and marketing new product. Budget for this product is- ParticularsAmount (£) Manufacturing80 Marketing14 Warehouse16 Transportation20 Total120£ Marketing Analysis In order to analyse market, there is use of STP approach with the help of which mangers came to know about ways through which new product has to be launched(Pappas, 2017). SegmentationTargetingPositioning Consumers are segmented for babyperfumeonthebasis demographical because parents who have small children will prefers to avail this product. Targeted consumers are baby between infant to 10 years. Inordertopositionbaby perfume in market, managers of Marks and Spencer will use socialmediaadvertisements because most of the people use this platform and it is easy way to communicate and approach 12
them. Activities you need to complete Activities youneedto complete TimespanOutcomesAny Further action that you need to take. Meetings withsales team Every 4 daysGetupdated reportabout marketand its situation If any issue arises related action can be taken Training employees 2 daysEducate employees anddevelop more skills Motivatestafftosupportcompanyand product they are launching Promotional activities 1 daySpreading awareness or informing public about new product Create better plans or strategies if old ones are not effective Control and Monitoring Control techniquesMonitoring techniques Competitor Analysis is needed to done to seefunctionsofrivalsandhowthey performtheiractivitiessobeonestep aheadofthem.Alsothiswillenable company to know if similar product or any substituteispresentinmarketor not(Perreault, 2018). Foranalysingcompetitorscompanycan conductresearchandgatherallrelated informationavailableinmarketand monitors situation. Customer Analysis can be performed to select targets and to see if they are able to or willing to invest in fresh innovation of company. Through this company can be aware about the behaviour of consumers and their reactions. For monitoring consumers company can use various tools to know more about them like conductingdoortodoorsurveysor interviewing them. 13
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CustomerFeedbackarealsoacontrol activity to understand market, if they are satisfiedwithproductandsmall modification can be done if required Afeedbackisveryusefulwayof monitoring customers and their behaviour. Companycansendemailstoexisting customers attached with a feedback form and make a kind request from them to fill those forms with their honest reviews and send it back on their official mail id. CONCLUSION In above report various things is discussed about marketing and different outcomes are being seen. This report starts with the basic concept of marketing and a PDF format is used to explain about marketing, a brief introduction about its unique components and process is given. Then 7P's marketing mix analysis is used as it is tool containing different elements to study various aspect related to an organisation and comparison between three different companies is also done to gain better understanding. At the end a detailed marketing plan is made for launching fresh product that is a baby perfume to see how market function and how marketing helps entity to make that product a success. 14
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