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Marketing Management - Melita

   

Added on  2020-10-05

16 Pages5180 Words103 Views
MARKETING MANAGEMENT

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EXECUTIVE SUMMARYIn the process of marketing management, the organisation tries to increase their position inthe market and develop their brand image as well. This report deals about the various conditionthrough which the loyalty of the customers can be built and sustained as well. The organisationwith context to which this assignment will be conducted is Melita which is a telecommunicationcompany and provides services to people such as mobile, television broad band etc. Variouskinds of strategies will also be implemented so as to reduce the cost of goods and services.Through this, cost of goods and services is also reduced and productivity is increased. 2

INTRODUCTIONMarketing can be defined as a process through which goods and services are being sold tothe customers at a particular price. It is considered as a very effective process in every companybecause through this they can reach their customers in an effective manner and develop theirsales as well. Therefore, marketing management can be defined as a process in which strategiesbeing implemented and various kinds of planning is also fine in relation to goods, promotions,advertisings, sales etc. It is also required to be considered in every company that their focusshould be on managing and controlling all the activities which are being conducted in themarketing department so that the firm should reach to its customers and try to fulfil their needsand demands. Through this, they will be able to make a good image of the company ion themarket and do a strong positioning as well (Alvarez, Casielles and Martín, 2010). The companywhich will be referred in the current research process is Melita business firm which are doingtheir transactions in mobile and cable television, fixed-line telephone and broadband services.They are also considered as the largest telecommunication firm in MALTA. This report willdiscuss about the positioning and USP of Melita and formulation of new marketing mix is alsoconducted so as to minimize the gap between the existing strategy of marketing and externalenvironment of company as well. MAIN BODYMarketing is a process in which various kinds of activities are being carried out so as to sellthe goods and services effectively in the market. The activities are like planning, directing,organising, coordinating and also controlling. Its scope can be very well determined from its sizeand the kind of activities they do in the market. Here, various kinds of ideas are also beingexchanged through which they target the customers and try to know their needs so that they canproduce goods and services accordingly (Beverland and Lindgreen, 2010). But if a companywants to manage their activities in the market so they first need to ensure that the customers areloyal towards them because then only they will be able to sustain in the market for longer periodof time. There are some basic goals of marketing which each and every company is required tofollow and they are:Increase the level of profit3

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