Marketing Management: Introducing the BEAM Concept and Marketing Planning Process

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student
Name of the University
Author Note

MARKETING MANAGEMENT1
Contents
Section 1 Marketing environment and planning process...........................................................2
a) Introducing the marketing idea for Bupa explaining the components of the marketing
planning process and outlining the marketing context for the new concept with reference to
the role or importance of adopting a marketing orientation and its application to the
business..................................................................................................................................2
b) Environmental audit (PESTEL) for the BEAM concept detailing specific
market/organizational related facts and highlighting relevant micro environmental aspects
such as dominant competitors within the industry and recent competitor activity................4
Macro environment analysis..............................................................................................5
Micro environment analysis...............................................................................................6
c) Outline of the extended marketing mix 7Ps explaining how the development of the
extended marketing mix could contribute to the effective marketing planning for the new
concept...................................................................................................................................6
Section 2 Segmentation, targeting and positioning....................................................................7
a) Explaining how the market for the new BEAM concept could and should be segmented
for consumer in B2B and B2C markets.................................................................................7
B2B market segmentation..................................................................................................7
B2C market segmentation..................................................................................................8
b) Discussion of the targeting methods that could be used for the B2C/B2B market and
who would primarily target with this new products in terms of characteristics such as
demography, behavior, benefits, sought and lifestyle for B2C and other factors related to
B2B including the size of the organization............................................................................9

MARKETING MANAGEMENT2
c) Meaning of the term positioning and how the BEAM concept can be positioned in the
consumer or business market...............................................................................................10
Section 3 Marketing mix analysis............................................................................................11
References:...............................................................................................................................15

MARKETING MANAGEMENT3
Section 1 Marketing environment and planning process
a) Introducing the marketing idea for Bupa explaining the components of the marketing
planning process and outlining the marketing context for the new concept with
reference to the role or importance of adopting a marketing orientation and its
application to the business
The new service of Bupa which is delivered by Bupa emergency and Acute Medical (BEAM)
units would be operating in London, Birmingham, Manchester, Cambridge and Leeds. This
unit would provide NHS AMU and Accident and Emergency (A&E) services for its
registered customer at premium prices. In order to market this innovative service
successfully, the organization can utilize the approach or strategy of Social media marketing.
The social media marketing can help to improve awareness and thereby grow the brand,
improve engagement with the customers, drive conversions and help to retain the customers.
This can help Bupa to convert the customers into brand advocates helping in the conversion
of leads into sales and support better retention of customers through the sharing of positive
feedbacks, comments and testimonials on a social media platform (Kingsnorth 2019).
The marketing planning process would involve five steps which includes outlining the
mission in step 1, to involve the mission statement and corporate objectives, a situational
analysis in step 2 to identify opportunities and perform 5C, SWOT and PEST analysis;
developing a marketing strategy in step 3 by defining target audiences, setting measurable
goals, developing budget; setting marketing mix in step 4 through product development,
pricing, promotion, place and distribution and finally developing implementation and control
approaches in step 5 putting them in action and monitoring the results (Baltes 2015).