Marketing Essentials

This document discusses the key roles and responsibilities of marketing functions, how they relate to the wider organization context, and how different organizations can apply marketing mix to achieve business goals. It focuses on Rolls-Royce Motor cars limited as a case study. The document also provides information on the integration of marketing with other functional departments and the different components of the marketing mix. Subject: Marketing, Course Code: N/A, Course Name: N/A, College/University: N/A

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of marketing functions......................................................1
P2 How roles and responsibilities of marketing relate to wider organisation context...........3
TASK 2............................................................................................................................................5
P3 Several ways in which different organisations can apply marketing mix to gain business
goals........................................................................................................................................5
TASK 3............................................................................................................................................9
P4 Basic marketing plan for an organisation..........................................................................9
CONCLUSION..............................................................................................................................12
REFERENCE.................................................................................................................................13

INTRODUCTION
Marketing refers to those activities which is taken by an organisation in order to promote
selling and buying services of goods and services. Marketing generally includes selling,
advertising and delivering products to the customers as well as other business. Therefore, the
main aim of this aspect is to create different strategies for numerous firms so that they can
produce those type of products by which which customers can get satisfied (Karnaukhova and
Polyanskaya, 2016). Present assignment is based on Rolls-Royce Motor cars limited is one of the
best British luxury automobile maker. Along with it was founded in 1998 and headquartered in
England, UK. Moreover discussion will be depends on role of marketing and its interrelations
with other functional units of firm. After this several ways in which firm use elements of
marketing mix (7ps) to achieve business objectives. At last, basic marketing plan will get
covered effectively.
LO 1
Key roles and responsibilities of marketing functions.
Marketing plays significant role by performing numerous activities within the
organisation or firm in order to sell their entire goods and services in a proper way. With the help
of this firms can easily promote its overall product and services in an effective manner. It also
help firm to fulfil customers demand and needs by giving them better services at marketplace. In
context with Rolls-Royce, the main aim of this firm is to influence people positively by giving
them luxurious cars with high innovative technologies. In relation with this, there are few points
which are going to be discussed below:
 In order to achieve targeted goals in market Rolls-Royce should formulate on those
strategies by which they can conduct research programmes to gain successful goals.
 After doing this way they can easily identifies their segment market, wherein, they can
easily target their potential customers with accurate information.
 While targeting their customers they should select better marketing strategies to make
overall services and products attractive (Chinn, 2017).
 Once completing all those things, they should make marketing ways by which they can
promote its goods and services to reach goals.
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 At the end, respective firm should execute on these assorted plans by applying innovative
technologies so that they can achieve their desired goals.
On the basis of above discussion this can be said that, marketing is one of the basic
important tool by which Rolls-Royce can easily differentiate its overall goods and able to their
services at marketplace by using so many promoting channels such as online websites,
advertisements and so on. Therefore, marketing always have numerous combination of different
aspects which make firm's attractive (Rudden, 2016). There are few key elements in which
marketing functions plays different roles and responsibilities, those are discussed below:
Marketing Information Management:
Information management is based on marketing research which is generally used by
marketing department within the organisation. On the basis of this marketing manager mainly
conduct research programmes to analyse different needs and wants of consumers at marketplace.
Along with this, it is very helpful for every firms to manage their operation system to fulfil their
desires and needs. In context with Rolls-Royce marketing information management plays
important role which help them to target those customers who can afford their cars accordingly.
For this, they make few marketing strategies by which they can get accurate information about
customers needs. For instance, they apply marketing mix systems to create unique techniques for
betterment of sales and revenue.
Product and service management:
This function of marketing is based on appropriate decision making process by which
firms can easily produce effective goods and services and able to increase their sells effectively.
Along with, this function mainly considered as a important function that develops strategies to
fulfil customers demand and needs. In context with Rolls-Royce, marketing manager follow this
function of marketing in order analyse customers needs and requirement in current trends by
which they can make better ways to fulfil their departments and able to bring innovative changes
in firm as well (Faßmann and Moss, 2016).
Selling:
It can be considered as a basic function of marketing in which manager of marketing
department needs to decide appropriate pricing tools in order to gain targeted goals properly.
With the help of this firms can make better selling aspects among its products to produce goods
in a perfect manner. In context with Rolls-Royce, it is more effective and efficient function
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which help them to make better selling strategies which fulfil customers needs and increase
firms' profit perfectly. Therefore, it is useful to gain competitive advantages accordingly.
Pricing:
It increases firms value in front of customers in which they willingness-to-pay for a
particular product or service as well (Baker and Magnini, 2016). In reference with Rolls-Royce,
as they dealing with luxurious cars so that their pricing strategies based on their various car
models. Therefore, pricing strategies is high and herein, marketing manager always target those
customers who financially reach and able to buy cars from this organisation.
Financing:
It is one of the important function of marketing department which is mainly used by
assorted organisation to gain better financial statement within working place. Along with this
department of marketing has responsibilities to fulfil company needs and demand appropriately.
In reference with Rolls-Royce, they always have sufficient fund in order to make different luxury
models of car. With the help of this they can reach customer's desires and able to give better
services accordingly. Therefore, this function plays important role into the organisation.
Promotion:
This function of marketing plays better role and have responsibilities to promote firm's
product at large level. In context with Rolls-Royce, they always use this function to gain better
image in market. Along with this they used various strategies or channels like advertisement,
selling promotion and etc. to promote its goods and services. By promoting their goods they can
get successful growth globally.
Distribution:
This is last but not least function of marketing which is necessary for all those firms who
are dealing with offering numerous product and services at marketplace. In context with Rolls-
Royce, marketing manager is responsible to distribute all products to its customers perfectly.
With the help of this they can use better strategies within supply chain and able to deliver all
goods and services to consumers (Griffitts, 2016). Apart from this they always target urban area
for distribution of their luxury cars to people.
Business environment refers to the combination of external factors which influence
overall operating situation of business. Thus it can be includes in so many factors like owners,
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innovative technologies, competition and so on. Some the factors of business environment are
those are discussing below:
Supply chain: It is kind of a network between firms and its suppliers in order to produce
a particular product to their final buyers at marketplace. In context with Rolls-Royce they use
this kind of network which involves so many people, accurate information and resources to get
better outcomes.
Customers: It is considered as an individual or business that buy another firm's goods
and services in order to satisfy their desirable needs into the marketplace.
Competitors: In present scenario there are so many competitors of Rolls-Royce as it
make high quality of engine and many more items which directly influence people at
marketplace. Along with there are much more innovative tools which is used by them. So the
competitors of this firm's are Bentley, Bugatti and so on.
Illustration 1: Graphic on Rolls Royce
Source: Graphic on Rolls Royce, 2019
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How roles and responsibilities of marketing relate to wider organisation context.
Marketing considered as an effective process of running large number of activities and
operations which is helpful for firm to attract large number of customers. It also help firm to
increase their entire profit and profitability in an effective manner. So marketing plays significant
role in each and every business that develops and create positive brand image of firm to attract
ample number of consumers towards firm. In context with Rolls-Royce, marketing plays
effective function with the integration of other functional departments. Therefore, there are some
marketing aspects which are interrelated with other functional unit in context with Rolls-Royce,
those are following as under:
Marketing and Human resource department:
Human resource is an essential aspect for every business firm and company's department.
Along with it manage and control all those things which is necessary to recruit and select
employees in a proper way (Pike, 2016). Therefore, HR manager should select right candidate
with high skilled to fulfil firm's requirement easily. In context with Rolls-Royce marketing
department always communicate accurate information with HR department about job vacancy
position so that they can choose skilled candidate in their organisation. After this all candidates
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helps company to achieve its goals and objectives ion an appropriate manner at marketplace.
Thus, it is necessary for marketing department is interrelated with HR department within the firm
to develop high skilled staff to meet customers needs and achieve its own goals into the
competitive scenario.
Marketing and R&D department:
R&D department is very helpful to gathered accurate information about customers'
preference, choice and their requirements. By summarising all over information they can develop
those sorts of policies which is very necessary to fulfil people needs and wants. Whereas,
marketing manager make different aspects by which they can provide different types of products
in market. In context with Rolls-Royce, R&D department helps marketing team to formulate
several policies as per the entire market scenario. Therefore, it shows that both department are
interrelated and able to fulfil customers requirement by applying new strategies to grab large
number of people attention at market.
Marketing and Production department:
Production department plays very important role in order to formulates various services
and goods as per the customers demand (Okumus and Cetin, 2018). Therefore, it is much
necessary for both department to communicate with each other to satisfy needs and wants of
consumers. In reference with Rolls-Royce they always produce high quality of cars with unique
engine which directly influence customers positively. With the help of both department they can
contributes their 100% to make its organisation attractive and they can achieve their goals
properly. By creating new policies and strategies on their products they can take place at market
and able to attract large number of buyers towards luxurious cars.
Marketing and Finance department:
Within each and every firm financial department is most essential term which develops
betters ways of funding as well as provide required fund to the organisation. Therefore, the main
role of this department is to control, directing, managing and organize funds. Along with it is
responsible to measure present needs the availability of budget. In context with Rolls-Royce, as
they deals with luxury cars so that they are really needed to have huge funds to fulfil their own
requirements to meet customers goals. Along with this, marketing and finance department both
have good bond by which they can promote entire goods of this firm at high level. Therefore,
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this integration from both department help company to achieve success properly (Piñeiro-Otero
and Martínez-Rolán, 2016).
According to the above integration of different departments with marketing units shows
that, they all are helpful to formulate better strategies and tool to attain organisational goals.
Therefore, each and every firm should use them to make future better. Therefore, it is very
important for RR to have better connection with different functional resources by which they can
develop unique brand identity within the marketplace. In addition to this, if Rolls-Royce have
assorted integration from various functional unit so that they can make their decision effective
and able to gain lots of unique results in an appropriate way. Therefore it is necessary for them to
make this type of collaboration in a proper manner.
LO 2
Several ways in which different organisations can apply marketing mix to gain business goals.
Marketing mix refers assorted tools and techniques by which firms can evaluate their
own strategies along with able to target market goals. Apart from this marketing department
always have various activities such as product, price, place, promotion, process, people and
physical evidence. In context with Rolls-Royce, they generally used this tool to known
competitive situation at marketplace (Akbar and et.al., 2017). With the help of using this tool
they can evaluate their sales and revenue and able to beat competition positively. Along with
they can take proper decision in order to develop more strategies for betterment of future. There
are few differences between Rolls-Royce and BMW, those are mentioned in beneath:
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Illustration 1: Marketing Mix 2018
Source: 7 P'S Marketing Mix
Components Rolls-Royce BMW
Product Rolls-Royce is one of the globally
recognised luxury brand of cars which is
based on England. Along with it has
different types of prominent brands such
as Dawn, Phantom, Ghost within its
product line in its marketing mix. Apart
from this, it mainly provide customized
cars to its customers (Marketing Mix
2018). As they have unique identity at
marketplace therefore, they offers
always high quality of cars that's why its
products are exclusive in marketplace.
BMW group mainly engaged with
manufacturing, development and
sales of engine. According to the
business strategies this brand
belongs to premium segment so that
they have highly reliable and
efficient with its features and
capabilities. Along it provides
internet and digitalization facilities
in vehicles.
Price Rolls-Royce cars always considered as a
premium priced cars and they offers
With the high level of reliability for
different models of its products use
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only to rich clients. Therefore, the
pricing strategy of marketing mix kept
high as they provide various services,
goods with highest quality. Rolls-Royce
cars price mainly start at $200,000 to
$250,000. by having so many additional
add-ons, customizations and interiors
always increase price of their cars and
fulfil customers needs and wants.
various pricing strategies for
different models. For example: In
April 2016, BMWi3 electric car cost
was more then USD 45,000, so
customers have to pay more than,
USD 100,000 for BMW X6 model.
Place Rolls-Royce has globally presence. It's
offices segmented in 50 countries
globally. It works with different people
from several countries like UK, US,
Australia, China and so on. As it is
headquartered in England, where they
administrative and produce numerous
facilities for its customers in a proper
way. Therefore, they always follow
niche market mix strategy in the case of
place and distributes cars along with
spare parts.
This brand has around 6,000
dealership and sales representatives
within 150 countries internationally.
So the distribution network of this
around 3,310 BMW, 10550 Mini.
Therefore, China, USA and
Germany have largest number of
dealership representatives and
offices as well.
Promotion Since they develop niche segment then
they used online ads, TV, mass media to
promote its product. But now a days in
order to attract large number of people
they use unique logo which attract huge
people and increase brand value. Along
with they use TV show as well by which
they can promote its goods and service
at high level (Uncles, 2018).
It is world famous brand so that it
has strong advertiser of its goods
and other offerings. Herein,
promotional strategies of this brand
is based on media channels like
online ads, TV, print ads, billboards
etc. therefore, it is a constant
participant in several rally races for
long period of time.
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People According to this brand people directly
related to its business. With the help of
this Rolls-Royce can easily measure
customers demand and needs towards its
goods and services at marketplace.
Therefore, customers are the important
element of this firm to gain huge
opportunities in future.
This company sells its products with
the help of two marketing channels,
whereas, first is sells directly to its
customers and another one is
customers through its online
websites. There, this brand work
with large number of people in
order to fulfil its requirements and
needs in a proper way. So that
people plays vital role as a team in
its marketing efforts.
Process This element of marketing mix mainly
influence firms in order to execution of
services (Brychkov and Domegan,
2017). Herein, Rolls-Royce always use
effective and unique process by which
they can easily manufactured different
types of items and services and able to
distribute their goods and services to its
customers within entire market globally.
This brand always available at retail
stores that has installed systems
where retailers can easily notify
their inventory levels are low.
Therefore, they should provide
more goods while ordering its
productions to replenish its all over
stock.
Physical
evidence
Within the service industries this
element of marketing mix shows that
hoe business develop its goods and
perceived overall marketing situation.
Whereas, Rolls-Royce has large number
of engineers which help firms to produce
unique quality of car models in a proper
way.
It sells its all over goods with
different colours packaging that
easily identifies on retail shelves.
Along with it has their own online
websites by which customers can
easily book their order towards cars.
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From the above table or marketing mix of 7P'S this can be said that Rolls-Royce is
following so many tactics and strategies in order to achieve targeted goals and objectives in an
appropriate manner. Therefore, through using 7 P's of marketing elements they can use so many
values and able to differentiate their goods from another to achieve goals perfectly.
LO 3
Basic marketing plan for an organisation.
Marketing plan for an organisation refers to appropriate document as well as blueprint
that gathered accurate information about all over policies and strategies with specified ideas. In
reference with Rolls-Royce they always prepare better marketing plan in order to run their
activities smoothly to gain better objectives in future. Along with marketing plan includes some
strategies, policies and resources as well. There are different types of key elements of marketing
plan, which are going to be discussed below:
Company Overview:
Rolls-Royce is wholly owned subsidiary of German group BMW was formed in 1998
and headquartered in England UK. Respective organisation mainly focuses on administrative and
production facilities which is opened in 2003 across the England. Along with it deals with sedan
cars which was launch for sale in 2003 as well. So that, as they deal with different types of car
models in a luxurious way that's why the pricing strategy is little bit high, this is because it
generally target high class people as well as it focuses on people needs and demand at
marketplace every time.
Mission: Rolls-Royce considered as a pre-eminent engineering firm concentrates on
propulsion and world class power system (Kotoua and Ilkan, 2017).
Vision: Main vision is to provide better solutions by applying innovative tools in the
marketplace in order to grab lots of opportunities and challenges through satisfying consumers
needs.
Objectives:
 To increase sales through 24% in next 2 years.
 To launch unique engine as it is most essential for this firm by which they can increase
firms value as well as customer's confidence towards firms.
STP Approach:
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It refers to the modern marketing method which is generally used by firms to increase
their business growth to gain competitive advantages effectively. Whereas, S stands for
segmentation, T stands for targeting and P stands for positioning. In reference with, Rolls-Royce
they are mainly used this approach to explain its functions and operations, it is analysed below in
detail:
Segmentation: It is the initial stage which consist different types of groups and
segmentations like taste, preference, choice and age group as well. In context with Rolls-Royce
they generally segmented their product on the behalf of geographical and demographic area by
which they can provide its luxurious cars at the right manner.
Targeting: By doing segmentation on the basis of different area respective firm target
those customers who can afford this type of car models provided by Rolls-Royce. Therefore,
marketing head of this firm targeted those assorted people who can take these facilities and able
to afford cars probably (Griffitts, 2016).
Positioning: According to this last stage of STP approach marketing manager of Rolls-
Royce give better position of their cars model in the customers mind in a right manner.
SWOT Analysis:
With the help of this method firms can easily identify their entire strength, weakness,
opportunities and threats at marketplace. In context with Rolls-Royce this tool is very helpful to
known about actual position into the market area. Therefore, marketing manager adopt this
analysis towards Rolls-Royce, explained below:
Strengths Weaknesses
 It has unique brand image as their cars
always associated with unique quality
and performance across the globe.
 Cars of Rolls-Royce have perfectly
designed and characterised with high
quality of engine.
 Additionally they recruits people with
huge attention and highly skilled and
qualified as well.
 Rolls-Royce always perceived as the
luxury brand so that it is associated
with high dignity and status. In this
case some people are not able to afford
these sort of cars model.
 Some cars of Rolls-Royce has been
designed with extra design and work so
that it can be look like a clones of a
single model.
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Opportunities Threats
 Automobile sector is increasingly day
to day so that it develops opportunities
for luxury cars like Rolls-Royce.
 Customers are willingness-to-pay for
the car so it will give opportunities to
Rolls-Royce effectively.
 Present scenario is mainly concerns
about sustainable options of
transportation so that it is not safe for
environment.
 In addition to this, competition
increasing day to day so there are few
another firms like BMW, Mercedes
Benz and Lamborghini (Karnaukhova
and Polyanskaya, 2016).
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 5000 7500 13000 15500 19350
Investment 15000 14000 25500 33000 13000
Total 7000 22500 36500 45500 32850
Marketing outlay
Promotion 6000 3100 4300 3300 3250
Sales publicity 2200 2100 3300 2200 2000
Direct selling 4200 2500 5500 3000 4650
Total 12900 7800 13600 8500 9900
According to the above specified budget it has been concluded that, Rolls-Royce needed
around 15000£ as funding for launching new luxury cars with huge facilities and designs.
Additionally, marketing team of Rolls-Royce needed 6000£ to promote their new services and
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models at marketplace. With the help of this they can achieve its desired goals and objectives in
an effective manner within short period of time.
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Sales Forecast of Rolls-Royce
From the above mentioned graph of sales forecast within Rolls-Royce it has been
analysed that In present scenario there are few people who are able to buy cars from Rolls-Royce
this is because sometimes as per the above table the overall selling of cars increases or
minimised. On the the other overall sale of this firm has been developed through achieving
particular targeted growth of its business. Therefore, it is easy for them to conduct such kind of
analysis in order to gain marketing opportunities in a perfect manner.
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CONCLUSION
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According to the above mentioned report it has been concluded that, marketing is the
process of analysing different types of data and research which is used by firm to manage their
work smoothly. With the help of these assorted research, manager of respective firm is able to
satisfy customers needs and demand and make effective vision to achieve organisational goals.
On the other side this can be explained that marketing strategies are beneficial tools and aspect of
business by which they can differentiate their entire goods and services from other firms
management operations appropriately. By following marketing mix analysis firms and their
employees can easily achieve its targeted goals and able to give better performance at
marketplace to achieve long term of goals appropriately.
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Marketing Mix 2018, [Online] Available Through, https://www.professionalacademy.com/blogs-
and-advice/marketing-theories---the-marketing-mix---from-4-p-s-to-7-p-s
Graphic on Rolls Royce 2019, [Online] Available
Through,https://www.tuningblog.eu/en/categories/cars-from-az/custom-bape-graphics-
rolls-royce-wraith-by-impressive-wrap-148672/
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