Marketing Management Solution Assignment

Added on - 21 Feb 2021

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MARKETINGMANAGEMENT
Table of ContentsEXECUTIVE SUMMARY............................................................................................................3INTRODUCTION...........................................................................................................................4MAIN BODY...................................................................................................................................41) Background of Consumer goods industry and outline it markets position.......................42.) Marketing audit to know the marketing attractiveness and market growth potential.......73) New marketing mix action to identify the gaps between present and external marketingstrategies...............................................................................................................................12CONCLUSION.............................................................................................................................14REFERENCES..............................................................................................................................16
EXECUTIVE SUMMARYIn this report, the matter is related to the marketing management which is adapted bycompanies to determine various marketing strategies. The management is to be undertaken onthe basis of planning, controlling and coordinating with various department so that they can planaccordingly its various perspectives. In this report, the description is based on Unilever and itsunique selling proposition methods to fulfil the customer needs and demands at large scale.SWOT and PESTLE analysis is undertaken to identify various internal and external factorswhich is used bring barriers to Unilever to emerge into market. Through the process of newmarketing mix, it helps to identify the gaps between the company marketing strategy andexternal environment strategy to attract the needs of users towards the products and services.Thus, in this reportthe gaps are identified on the bases of PESTLE and than accordingly themarketing mix is conducted to fulfil the gaps. The results arises in respective of choosing theUnilever company is that as it carries the renowned brand name and previously deal in foodsproducts but after having huge demand of the organics products they mainly focused onidentifying the gaps through conducting PESTLE. Thus, after conducting PESTLE, the resultsarises in respect of examining the needs of people regarding availing such organic products inMalta. The marketing mix is to be conducted accurately and thus gaps can be achieved which isinterpreted from external environmental and bring more changes in working criteria in Malta.
INTRODUCTIONMarketing managementcan be donein respective ofmaking pricing strategies,examining competitors strategy regarding promotion of products and bringing innovativeservices to attract the interest of customer.Organisation stability depends upon the marketingstrategy used by their marketing manager to retain the interest of customer for longer time period(Olson and et. al., 2018).Thus, the main function of preferring the marketing management refersto managing the overall activity of the company by planning, coordinating, motivating andorganising various activitiesto enhance the interest of marketing managers.Present study is based upon Unilever which is consumer goods sector havingheadquarterin London.Unilever is considered to one of the oldest multinational company which is operatingin 190 countries and they mainly deal in foods and beverages products, beauty products andpersonal health care products (Unilever,2019).This report will include the background of theUnilever which deal in consumer goods products and also they are operating their businessworldwide.It also incudes the concept of marketing audit which is determined through internaland external factors and also examines its potential growth in Malta.Lastly, the report ends upwith the examining gap which is identified in respect of external environment and same is filledthrough implementing the new marketing mix.MAIN BODY1) Background of Consumer goods sector andoutline the market position of Unilever.Background:Consumer goods sector are mainly used for the consumption of goods to satisfy the needsand wants of the consumer. The goods which are covered under the consumer items are foods,beverages, health care products, clothings and many more which satisfy consumer needs.Consumer goods industry are mainly connected to the individual and buyer which purchase theproducts according to their own preferences. As in this report, the project is outline withUnilever company which is one of the oldest multinational companies having various operationalactivities around the world (Jezowski, Thome and Calvert, 2018). Unilever was founded on 2ndsept 1929 with the merger of the Lever brothers (Williams Lever, James Darcy Lever, Samuelvan den Bergh) and Dutch margarine producer Margarine Unie and the business is havingheadquarter in London.It isexamined that approx 1,55,000 people engaged with this businessand carrying it worldwide. They deal in over 400 brands which is also considered to be most
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