This document discusses the key roles and responsibilities of marketing functions, the marketing mix to achieve business objectives, and the formulation of a strategic marketing plan. It includes a case study of TARMAC, a leading construction solutions business in the UK.
Contribute Materials
Your contribution can guide someone’s learning journey. Share your
documents today.
Marketing Essentials
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
Table of Contents INTRODUCTION...........................................................................................................................3 TASK 1............................................................................................................................................3 P1. Key roles and responsibilities of the marketing functions...............................................3 P2. Roles and Responsibilities of marketing in context of the organisation..........................3 TASK 2............................................................................................................................................3 P3. Marketing mix in order to achieve objective of the business...........................................3 TASK 3............................................................................................................................................7 P4. Marketing plan.................................................................................................................7 CONCLUSION..............................................................................................................................10 REFERENCES..............................................................................................................................11
INTRODUCTION Marketing can be defined as a responsibility of a business organisation, which helps in developing relationships with consumers considering different promotional tools. Over the years, companies used marketing as one of the crucial function that has helped them in grabbing attention of customers not only from national but from international market as well. It has become vital for business organisations to promote their brand name and products along with the services to sustain within the market for a longer period of time (Ahmed and Rafiq, 2013). Under this report, the organisation that has been taken into consideration is TARMAC, which is United Kingdom’s leading construction solutions business and sustainable building materials. Along with this, report is specifically enclosed with key responsibilities and roles of functions of marketing, interrelationships between marketing and other functional units, marketing mix to the marketing planning process and lastly, a well structured strategic marketing plan is going to be formulated. TASK 1 P1. Key roles and responsibilities of the marketing functions Covered In PPT P2. Roles and Responsibilities of marketing in context of the organisation Covered in PPT TASK 2 P3. Marketing mix in order to achieve objective of the business Basically, it is said that marketing effectively consists of different elements which helps a company in attaining number of goals and objectives. Away with this, many economists has mentioned that only 4 Ps (Promotion, Place, Product and Price) has played an important role for a business organisation, when it comes to analyse their own productivity and profitability as well. Including this, it is said that evolution has been the fundamental changes to the basic Marketing mix, in the same way businesses has also changed themselves and brought number of modifications among their products and among their features as well. This has brought some other factors as well into consideration and changed 4 Ps into 7 Ps, where other Ps like physical evidences, people and process is more commonly accepted and
added as an additional layer of depth within this approach i.e. Marketing Mix. The importance of thisisthat,companyneedsappropriatemodificationswithintheexistingplansandthe procedures. This would lead company to sustain within the market and analyse the situation as well. If it is talked about TARMAC, which is one of the leading building construction company that has helped firm in grabbing a good position within the market of United Kingdom, it is needed for firm to improvise their strategies and this could effectively be done through conducting a marketing mix. With the help of this, organisation would become able to sustain within the United Kingdom's market for a longer period of time (Brady, 2014). Marketing Planning Process In present time, every single business organisation has considered a systematic approach to the achievement of marketing goals. It will be required byTARMAC to keep on sustaining within the marketSteps in the process that are linked with marketing planning are : Planning, Analysis, Controlling, Implementation and all of these are presented underneath: Analysis:This is the first stage, where it will be required by TARMAC to keep on analysing the market and then adopt the best possible marketing strategy to sustain within the market for a longer period of time. Away with this, it is said that it is the responsibility of marketing manager of TARMAC to develop their productivity, where promoting their existing services along with the new service would lead to improve it in specified time frame. Here, it will be needed by manager of marketing department to analyse the market and then take appropriate decisions as per the requirements. Planning:Under this, phase it is the role of marketing manager to perform planning on the developed marketing objectives. In the same way, TARMAC's marketing department would also look into planning program, where they will be developing an effective blue print, in relation to what steps or the tasks needed to perform so that marketing goal could effectively be attained. Implementation:This is the phase, where planning will be executed by company's marketing manager, where company will effectively run the whole process much effectively. If it is talked about TARMAC's marketing manager, then at the time of execution or implementation of the plan then it will be required to continuously maintain the budgetary cost, which was applied at initial phase (Clow and James, 2013).
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
Control:This is the last stage of planning process, where if anything wrong like the plan is not going on the right path then, it is the responsibility of marketing manager to make modifications within the plan so that possible outcomes do come in front. Marketing Mix (7 P's) BasisTARMACAggregate Industries PricePricingstrategy,whichhas been followed by TARMAC in relation to what services that thisorganisationhasutilised while pricing there services is competitivebasedpricing strategy. In order to improve the overall performance level, org. In order to improve the overall performance level, Aggregate Industrieshastakeninto considerationofcompetitive based pricing strategy because companies like TARMAC has alreadygrabbedagood positionwithintheUnited Kingdom'sconstruction industry. ProductSince TARMAC is one of the leading construction company, itissaidtobeoneofthe leadingandlargestcement producer. It delivers number of servicesinrelationto producinganddeveloping roads and so on. Aggregate Industries is said to betheorganisationswhich mainlydealsandsupplies different elements like heavy buildingmaterials,stones, concrete, and so on. PlaceIn all over United Kingdom, TARMACmainlydelivers innovative services along with solutions as well where it is much needed for organisation tosustaininthemarket throughdeliveringCSR AggregateIndustriesmainly deliversservicesamong60 quarrieswithinUnited Kingdom,whichhashelped firm in considering Europe and Scandinavia as their mainland.
activitiesamongdifferent countries like London and so on(HuangandSarigöllü, 2014). Physical EvidencesTARMAC has kept it's focus on developing CSR activities andalsoitraisedvarious opportunitiesaswellin relation to sustain within the market. AggregateIndustriesconsists of range of services including education,construction, aviation,power,housing, horticulture, road building and energy, which raised number ofbenefitsforthebusiness organisation. PromotionsSocial Media, is said to be one ofthecrucialmarketing approach that TARMAC has utilised to sustain within the market for a longer period of time. AggregateIndustriesneedto developandconsidersocial mediaastheirpromotional activity,asthiswouldlead themtosustainwithinthe market for a longer period of time. PeopleApproximately10,000 employeesperformsdailyin all over United Kingdom with appropriate skills and traits as well. Around7,500Aggregate Industriesishavingthat mainlydelivershigh performanceinrelationto gainingcompetitive advancement. ProcessWalling is said to be one of the crucial product, which consists of process where natural stone, alsostructuraland Roadsurfacingproductsand contractingservicethat consistsofaprocess(Joshi, 2012).
architectural solutions. TASK 3 P4. Marketing plan Marketing plan is basically a blueprint that assist marketing teams to carry out activities and operations of an organisation effectively (opolšek and Čurin, 2012). By the assistance of marketing plan, it is easy for higher authorities to analyse market trends and market trends effectively. This affect on the overall development as well as growth of a company. In context to Tarmac, its marketing team formulates an effective marketing plan that will assist them to gain objectives within the specified time frame. Marketing plan of Tarmac is mentioned below: About the Company: Tarmac is a British company which is formulated in the year2013 by Martin Riley and Cyrille Ragoucy. It is basically a merger between Lafarge's operation & Anglo American's Tarmac. The company offer products such as Cement, mix concrete, Asphalt, Aggregates and Asphalt surfacing. It also offers services such as waste services and maintenance services as well. At present the total revenue of company is around 1.9 billion and has more than 11,000 workforce. In order to enhance sales and profit of company, its marketing team provides attractive offers to its customer's (Lovelock, 2011). Mission: The mission statement ofTARMACis “ To be the first choice of customers for building materials which fulfil requirements of customers and raise development in the world effectively”. Vision:The vision statement of company is “ To offer high quality products and services in market and increases its operations worldwide in order to gain leading position in these industry”. Marketing Objectives: The main objective ofTARMACis enhance its operations and raise its sales by 15% in the coming 6 months (Rossi, Allenby and McCulloch, 2012). To deliver services to customer's on time and gain their trust and loyalty. The company is focusing on bringing innovative goods and services in market in order to increase market share by 10% in coming 8 months.
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
STP approach: This approach is adopted by companies to develop effective marketing plan. It assist companies to divide market into different sections. It is categorised into three elements such as Segmentation, targeting and positioning as well. Companies segment its market and then target it accordingly in order to build positive mindset of customers within the market. This approach is defined below with relation toTARMACcompany: Segmentation: Herein, the overall market is categorise into sub groups that assist an organisation to identify needs of customers effectively. In context toTARMAC, its marketing team divides market into four segments that is Psychographic, demographic as well as behaviour of customer's. By the assistance of this, company is able to analyse requirement of customer's which will help them to increase its sales and profitability level. Targeting: It takes place after segmentation, companies target market after analysing market trends andcustomer requirements so that they can fulfil it and attain their objectives effectively. With reference toTARMAC, marketing team of company targets suppliers and large companies in order to raise sales and profit. They give discounts and many other benefits to its customers when they purchase product in bulk or in high quantity (Silberschatz, Galvin and Gagne, 2014). Positioning: Herein, the higher authorities of an organisation puts their hard work and efforts to build positive image in the mindset of customer's prevailing in the market. In addition to this, organisation position its goods and services as per the needs of target market and customer's. In relation toTARMAC, its marketing team conducts advertisement campaign, loyalty programs in order to develop positive image of company in market. SWOT analysis ofTARMAC: This framework is used by companies in order to analyse its strength and weaknesses which will help them to make improvements and enhance their productivity and profitability level. The SWOT analysis is discussed below in relation to company: StrengthWeakness One of the major strength of TARMAC is its talented and skilledmore than 11,000 employeeswhich reaches the companyonpeakandattainsits TARMACisnotabletoadopt innovativetechnologiesatworkplace which is its major weakness. The company is not exist in all the
objectives on time period. TARMAC offers wide variety of high quality products and services in market which assist company to earn higher profits. global due to which its sales as well as profitability declines. OpportunitiesThreats TARMAC has the opportunity to enter intonewsegmentsandenhanceits operations which will assist company to increasesalesandgenerateshigher profits. One of the biggest Threat of TARMAC is suppliers as they mainly depend on suppliersfortheirsalessoitis important for company to fulfil their needswhichsometimesdeclinesits profitability level. Due to increase in cost of labour, raw materials, the overall profit margin of Tarmac can be decline (Silver and et al, 2012). Marketing Budget Particulars1styear2ndyear3rdyear4thyear Investment100001000060005000 Initial money10000500050005000 Total20000150001100010000 Marketing outlay15000100030005000 Sales publicity2000200010001000 Direct selling4000300010001000 Promotion4000100050002000 Total250007000100009000
Monitoring and control When marketing plan of TARMAC, it is the obligation of advertising director to control and monitor every single implementation. The fundamental reason behind this progression is to reduce the chances of overall risk number so as to set aside cash just as assets. For this, head of TARMAC would require to look at and monitoring and controlling the overall procedures in relation to different range of services offered by TARMAC (William and Zikmund, 2012). CONCLUSION With the help of above mentioned report, it is concluded that considering right marketing approach and with an appropriate marketing plan, where organisation could effectively sustain within the market for a longer period of time. Including this, it is said that considering the marketing mix a company could effectively hit desired targets. Lastly, preparing a proper marketing budget an organisation could manage to target customers from all over the world. Lastly, consideringmonitoring and control, an organisation may effectively become able to keep their products and services in demand.
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
REFERENCES Books and Journals Ahmed, P.K. and Rafiq, M., 2013.Internal marketing. Routledge. Armstrong, G and et al, 2015.Marketing: an in Baack, D. W., Harris, E. G. and Baack, D., 2013.International marketing(Vol. 3). Sage. Babin, B. J. and Zikmund, W. G., 2015.Essentials of marketing research. Nelson Education. Baker, M. J. and Saren, M. eds., 2016.Marketing theory: a student text. Sage. Brady, D. L., 2014.Essentials of international marketing. Routledge. Clow, K. E. and James, K. E., 2013.Essentials of marketing research: Putting research into practice. Sage. Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to market outcome, brand equity, and the marketing mix. InFashion Branding and Consumer Behaviors(pp. 113- 132). Springer, New York, NY. Joshi, M., 2012.Essentials of marketing. Bookboon. Lovelock, C., 2011.Services marketing: People, technology, strategy. Pearson Education India. opolšek, D. and Čurin, A., 2012. The role of employee relations in the level of internal integration between logistics and marketing functions: the case of Slovenian retail companies.Organizacija.45(1). pp. 3-13. Rossi, P. E., Allenby, G. M. and McCulloch, R., 2012.Bayesian statistics and marketing. John Wiley & Sons. Silberschatz, A., Galvin, P. B. and Gagne, G., 2014.Operating system concepts essentials. John Wiley & Sons, Inc.. Silver, L and et al, 2012.The essentials of marketing research. Routledge. William, K. and Zikmund, B.J., 2012. Essentials of marketing research.London: Cengage Learning.