TARMAC Marketing Essentials: Roles, Responsibilities, Mix & Plan

This report provides a comprehensive overview of marketing essentials within the context of TARMAC, a leading construction solutions business in the UK. It details the key roles and responsibilities of marketing functions, explores the interrelationships between marketing and other functional units, and analyzes the marketing mix (7 Ps) to achieve business objectives. The report includes a strategic marketing plan for TARMAC, covering aspects such as the company's mission, vision, marketing objectives, STP approach (Segmentation, Targeting, and Positioning), and a SWOT analysis. The marketing plan aims to enhance TARMAC's operations, increase sales, and improve its market share through targeted strategies and innovative services. The analysis leverages various marketing concepts and frameworks to provide actionable insights for TARMAC's marketing team.

Marketing Essentials

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
this is that, company needs appropriate modifications within the existing plans and the
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 by TARMAC to keep on sustaining
within the market Steps 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).

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)
Basis TARMAC Aggregate Industries
Price Pricing strategy, which has
been followed by TARMAC in
relation to what services that
this organisation has utilised
while pricing there services is
competitive based pricing
strategy. In order to improve
the overall performance level,
org.
In order to improve the overall
performance level, Aggregate
Industries has taken into
consideration of competitive
based pricing strategy because
companies like TARMAC has
already grabbed a good
position within the United
Kingdom's construction
industry.
Product Since TARMAC is one of the
leading construction company,
it is said to be one of the
leading and largest cement
producer. It delivers number of
services in relation to
producing and developing
roads and so on.
Aggregate Industries is said to
be the organisations which
mainly deals and supplies
different elements like heavy
building materials, stones,
concrete, and so on.
Place In all over United Kingdom,
TARMAC mainly delivers
innovative services along with
solutions as well where it is
much needed for organisation
to sustain in the market
through delivering CSR
Aggregate Industries mainly
delivers services among 60
quarries within United
Kingdom, which has helped
firm in considering Europe and
Scandinavia as their mainland.

activities among different
countries like London and so
on (Huang and Sarigöllü,
2014).
Physical Evidences TARMAC has kept it's focus
on developing CSR activities
and also it raised various
opportunities as well in
relation to sustain within the
market.
Aggregate Industries consists
of range of services including
education, construction,
aviation, power, housing,
horticulture, road building and
energy, which raised number
of benefits for the business
organisation.
Promotions Social Media, is said to be one
of the crucial marketing
approach that TARMAC has
utilised to sustain within the
market for a longer period of
time.
Aggregate Industries need to
develop and consider social
media as their promotional
activity, as this would lead
them to sustain within the
market for a longer period of
time.
People Approximately 10,000
employees performs daily in
all over United Kingdom with
appropriate skills and traits as
well.
Around 7,500 Aggregate
Industries is having that
mainly delivers high
performance in relation to
gaining competitive
advancement.
Process Walling is said to be one of the
crucial product, which consists
of process where natural stone,
also structural and
Road surfacing products and
contracting service that
consists of a process (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 year 2013 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 of TARMAC is “ 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 of TARMAC is 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.

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 to TARMAC company:
Segmentation: Herein, the overall market is categorise into sub groups that assist an
organisation to identify needs of customers effectively. In context to TARMAC, 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 and customer requirements so that they can fulfil it and attain their objectives
effectively. With reference to TARMAC, 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 to TARMAC, its marketing team conducts advertisement campaign,
loyalty programs in order to develop positive image of company in market.
SWOT analysis of TARMAC:
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:
Strength Weakness
 One of the major strength of TARMAC
is its talented and skilled more than
11,000 employees which reaches the
company on peak and attains its
 TARMAC is not able to adopt
innovative technologies at workplace
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.
Opportunities Threats
 TARMAC has the opportunity to enter
into new segments and enhance its
operations which will assist company to
increase sales and generates higher
profits.
 One of the biggest Threat of TARMAC
is suppliers as they mainly depend on
suppliers for their sales so it is
important for company to fulfil their
needs which sometimes declines its
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
Particulars 1st year 2nd year 3rd year 4th year
Investment 10000 10000 6000 5000
Initial money 10000 5000 5000 5000
Total 20000 15000 11000 10000
Marketing outlay 15000 1000 3000 5000
Sales publicity 2000 2000 1000 1000
Direct selling 4000 3000 1000 1000
Promotion 4000 1000 5000 2000
Total 25000 7000 10000 9000

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, considering monitoring and control, an organisation may effectively become able to keep
their products and services in demand.

REFERENCES
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