Marketing Roles in Achieving Organisational Goals and Delivering Perceived Value to Customers

This report discusses the various marketing roles that help in achieving organisational goals and delivering perceived value to customers in the telecommunication industry. It explores the importance of market orientation and its effects on formulation, strategy, and planning. Case studies from companies like Vodafone and BT Plc are included.

Marketing Management

Table of Contents
INTRODUCTION...........................................................................................................................1
1:Marketing roles in achieving organisational goal and delivering perceived valued to
customers. ...................................................................................................................................1
2:Elaboration of market oriented.................................................................................................3
3:The effects of market orientation in formulation, strategy and planning.................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing management is define as the planning , implantation and controlling as well all the
marketing strategies including its marketing polices, programmes. It is done to satisfy the needs
of the firms in product offerings or services in generating the desired profit. The report discuss
about the various marketing role that help in achieving organisational goals of mobile network
operators that includes the perceived value to its customers. Later, the elaboration of market
orientation is done and how MNO apply in its organisation. Lastly the effects of market oriented
in formulation, planning or implantation is discuss.
1:Marketing roles in achieving organisational goal and delivering perceived valued to customers.
Marketing department play vital role in activities of promotion and advertisement of an
organisation. It basically fulfil the mission of organisation and represent its face to the public
with the help of coordination or production all those materials that represent the company. Below
paragraph will discuss the various role of marketing:
Identify the customers and competitors
This includes the basic points starts from understand the needs or requirements of consumer,
than the next step is to identify the targeted customers and the methods to reach them.
Depending on telecommunication industries, the duties of marketing department attributes to the
many important factors as telecommunication is now flourishing industries. Many countries
around the world are providing the services to their loyal customers only by identifying their
requirement (Mohd Satar, Dastane and Ma’arif, 2019). The major challenges the telecom
company is the presence of strong competitors in the market. For example, the developed
countries is giving tough competition of UK based telecom companies Vodafone or Three(3).
Hence, its very essential for all the telecom industries is to conduct a thorough research and find
out about all those strategies that a competitor is using in order to attract its consumers. So, that
it developed the strategic decision and implement it only after the examination of its competitive
market.
Monitoring and Managing
Anther main role of marketing is to manage their digital platforms where they are mostly
active. For example, many MNOs is become more active on social media so its very essential to
note down all those pages, images that they that they going to post. So, marketing should need to
contribute, monitor or maintain all social media pages.
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Building Internal Communication
Its very important that all the employees working in the telecommunication industries to
acknowledge all those information that is related with the company's values, mission, its
objectives and goals and its main priorities. Therefore, marketing is held for taking the
responsibilities of employees communication with the help of intranet or newsletter. For
example, its vital for Vodafone to provide the relevant information in which it shows the detail
regarding all its major changes to all its workforce so that it help them to achieve the objectives
effectively and understand what not to present to its audience (Al-Ansi, and Han, 2019).
Conducting Market Research
Research should be conducting in each MNO so that it define the target market. Through
marketing, MNO is able to identify various opportunities so that they know how to grab them on
right time. Moreover, the company is also understand how their telecom services should perceive
in the market. For example, BT Plc is UK wide communication provider network in which it is
identifies as one of the largest technology provider in the market globally so it important for
them to examine the target market in order to meet the demand of customers and also present
all details related with any changes occur in their business (Hanaysha, 2018).
Developing promotional materials
Marketing department should be able to create promotional material in such a way that it
describe all the prime activities of products and services that the telecommunication is offering.
For example, if Vodafone is introducing or bring changes in any of its broadband plan than this
vital information should be convey to audience in innovative ways so that it able attract more and
more customers. For example, BT Plc is expanding its business like BT Global services, BT
Exact and BT wholesale so its vital for them to re-focused on its promotional or core activities
related to data of customer primarily.
Marketing is helping in building the customer relationship
Marketing is helping all the MNO to reach to their targeted customers. Its also conduct the
thorough research so that an organisation is able to deliver value to their customers. That is why
all the consumers is consider as main tool of marketing. Marketing is provided a customer
oriented mindset with the help of specific activities. Hence, it tries to make the direct contact
with consumers and moves from different stages of relationship. All these stages is based on the
achieving the goal of customer value. Firstly, process of meeting or getting is done by
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telecommunication industry in which those consumers are chosen by the that provide high value
of customers lifetime. Again, company should build awareness about their services and demand
its offer (Alzaydi,and et.al 2018).
Secondly, giving a satisfying experience with the help of measuring or improving all the
satisfaction of customers. Later, tracking all the methods in which the needs of every customers
is evolve so that further the development in confidence of customers, its goodwill and trust as
well. Moreover, company should demonstrate and explain the competitive advantage so that it
able to monitor and examine all the competitive forces.
Lastly, marketing should maintain a committed relationship by converting its focus more on
loyal and repeat customers, rather than only type of customers. Than it should anticipated and
answered to emerging needs. All these procedures should help in deepen the relationship of the
company with its customers, should able to expand its reach and increase the dependence on
what its offers. For example, Virgin mobile's main aim is to help the people and technology has
provide huge impact on the way human live and act. However, its not only about the technology
that works but how the company utilize the technology in improving the live of the people that
matters the most (El-Adly, 2019). Hence, Virgin company prove that how digital make the things
happen for best and prove the incredible things for communities, businesses or folks across the
UK.
2:Elaboration of market oriented.
Market orientation is basically a method in which the needs, wants or requirements of
customers is identified and than company is try to meet them. In this process, the method is
analysed about how the company is used to present its offerings to its valued customers or users.
In this process, various types of marketing is used if used by MNO that includes market
orientation, sales orientation, societal orientation an lastly production orientation. If the company
is using this technique than its more focus should be on product or service designs rather than on
promotion (Devece, Palacios-Marqués, and RibeiroSoriano, 2019). That generally clarifies that if
any MNO is only need to focus on the requirement of its clients rather than prioritize any sale
activity. A market oriented industry is building an approach of customer centred in which the
most specific needs, issues or concern and personal perspective of customer base should be
thoroughly researched. This type of strategy should need to concentrate on values, behaviour
and culture traits of the consumer base. For example, Virgin mobile is using the market
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orientation tool in which is they address the requirement or wants of its customers. Also, it pays
attention what its customers wants than only they provide the information. In this highly
emerging telecommunication market, Virgin mobile is also follows the strategy of sales
orientation in which its main attention to increase sales.
However, the company should need to address on other things as well. If the telecommunication
company is majorly focus on addressing the issue of the people than its might be possible that it
may lacks on creativity and lower down the scope of innovation in business. So, market
orientation should be based on reacting on market trends only rather than make effort in creating
them (Zhang, and et.al, 2020). As consumer desires is dynamic in nature and changes is made
rapidly. So, if a MNO is only concentrate on the strategy of market oriented than it may not
guarantee a huge success or may lower down the market share.
3:The effects of market orientation in formulation, strategy and planning.
Market orientation is helping an organisation by formulating many strategies that is applying
in the organisation. When any company is using this strategy than they should focus more on
designing its product or services in order to make profit. Hence, with the help of product mix, a
MNO is successful in find out and meets the desire of its customers. Market orientation is
helping the telecommunication industries in planning in order to make the strategies that works
on the opposite direction and work on past making strategies (Mohanty,2019). Therefore, with
the help of this strategy the company is try to make the selling point for its existing goods. By
applying this method, MNO should make those services or products that satisfy the needs of its
customers, rather than aware about the product and convey the benefits of its products or
services. For example, BT Plc has wealth of expertise and having various business units that help
the business grow more, BT Global services is managing services in which it serves the
organisations worldwide, BT Wholesale is responsible for running the networks and able to
provide the network services to other communication organisation. It also define as creating
coordination in marketing campaigns and works between suppliers and its buyers.
Being a market oriented company, its important to know that it is more of culture oriented rather
than being an individual process. So with the values, culture, beliefs and norms, and all this
should be related with the organisation's structure, systems, control or planning (Manganelli,and
Nicita2020). Market oriented enterprises is involve in activities as a service activities that main
aim to meet the demands of its customers. So, the main objective of telecommunication firms is
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to list down the all demand of its customers. With the help of technology this goal of company is
achieved. For example, Virgin Mobile is increasing the number of businesses so that it offers is
services efficiently (Agur,2018). The company is using network or knowledge in order to help
people to discover the true power of digital technology. Also took the advantages of brilliant
digital ideas so that it cater the needs of its customers no matter where they are in the world.
Further, most of the telecommunication companies are developing the products or services
that are majorly based on either product or market oriented approach. The market orientation is
also done by following the process of reconstitution in which the plan is introduced to its
employees and it may include the description of its values that is being identified or implanted
in order to guide the company's behaviour. Another one Institutionalization in which the
company is using only market oriented approach where the culture of an organisation is
incorporated. The range of ideas in solving the problems is become much greater if everyone is
having the opportunities to contribute rather than just the top authority.
CONCLUSION
To conclude, the above report summarised on marketing roles in which an organisation
concentrate on various strategy or methods or they implement it. The report provided the overall
understanding on how a company is using those roles effectively so that it able to provide the
satisfaction of its consumers. Like with the help of market research, a firm can understand what
its competitors so that it able form decisions that suits consumers base. Again by building the
close connections with its consumers with the help of vital stages is really essential in providing
perceived value. Lastly, report elaborated about how company can take the advantage by
conducting market oriented strategy and what things should be avoided by applying this strategy.
The report further summarised how an effective market oriented technique is being used by
many telecommunication companies so that it carefully done the planning, strategy and
implement in order to meet all the demand of consumers ad increases its sales.
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REFERENCES
Books and Journals
Mohd Satar, N.S., Dastane, O. and Ma’arif, M.Y., 2019. Customer value proposition for E-
Commerce: A case study approach. International Journal of Advanced Computer
Science and Applications. 10(2).
Al-Ansi, A. and Han, H., 2019. Role of halal-friendly destination performances, value,
satisfaction, and trust in generating destination image and loyalty. Journal of
Destination Marketing & Management. 13.pp.51-60.
Hanaysha, J.R., 2018. Customer retention and the mediating role of perceived value in retail
industry. World Journal of Entrepreneurship, Management and Sustainable
Development.
Alzaydi, Z.M., and et.al 2018. A review of service quality and service delivery. Business Process
Management Journal.
El-Adly, M.I., 2019. Modelling the relationship between hotel perceived value, customer
satisfaction, and customer loyalty. Journal of Retailing and Consumer Services, 50,
pp.322-332.
Devece, C., Palacios-Marqués, D. and Ribeiro-Soriano, D.E., 2019. IT-based strategy,
capabilities, and practices: crowdsourcing implementation in market-oriented
firms. Review of Managerial Science. pp.1-18.
Zhang, Y, and et.al, 2020. Information trading in internet of things for smart cities: A market-
oriented analysis. IEEE Network. 34(1). pp.122-129.
Mohanty, S., 2019. Restructuring and globalization of telecommunications industry.
In Handbook of Research on Corporate Restructuring and Globalization (pp. 52-72).
IGI Global.
Manganelli, A. and Nicita, A., 2020. Introduction: The Long Wave of Telecom Market
Liberalisation. In The Governance of Telecom Markets (pp. 1-34). Palgrave Macmillan,
Cham.
Agur, C., 2018. Re-imagining the Indian state: External forces and the transformation of
telecommunications policy, 1947–present. Global Media and Communication. 14(1).
pp.65-83.
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