Different Marketing models: A Case Study of HEMS

Running head: DISSERTATION
Different Marketing models: A Case Study of HEMS
Name of the Student:
Name of the University:
Author’s Note:

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Acknowledgement
Thank you to all of those who have helped listened and encouraged me throughout this study. I
am indebted to my supervisor ......................... whose guidance, advice and patience have
been immeasurable. My sincere thanks to all members of the............... [Mention your
university/college name], both staff and students, whose continuous support have made this
thesis possible.
I would like to thank all of the participants in the study: students, teachers and Local Education
Authorities, for the time and help given throughout. Without their participation, this research
would not have been possible. In this context, I am also thankful to them, whose research work
helped me to execute this paper well.
Finally, I thank my family, without whom this thesis would not have been started or completed!
Your encouragement and support have never faltered; thank you.

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Abstract
In the modern world, marketing is everywhere and is undertaken by every small, medium and
large business enterprises to reach out to their potential customers. The aim of the research is to
identify the different marketing models used by HEMS Ltd and assembling a marketing model
suitable for the company. The issue that has been identified in HEMS Ltd. is in terms of their
marketing it prime product. The company has been unable to develop and conduct marketing
effectively that is hampering their overall business in terms of customers and revenue generation.
HEMS Ltd. has failed to conduct proper and appropriate market research while promoting their
prime product that has resulted in undertaking inappropriate promotional measures. Lack of
effective marketing and marketing strategies is resulting in minimized revenue earning and profit
of the company. This research is justified because identifying the marketing issue and developing
appropriate marketing by HEMS Ltd. will provide an opportunity for the company to make the
products available to various locations thereby, maximizing sales volume, generating revenue
and success in the long-term. Also, this research is significant, as the company will understand
the significant of marketing in gaining competitive advantage thereby, sustaining in the business
environment effectively and efficiently.
the researcher highlights the concept of marketing along with its role, approach, challenges,
opportunities along with the major difference between selling and marketing. the various models
of marketing that are present in the literatures along with justifying the most appropriate
marketing model of HEMS Ltd so that the current marketing issue can be mitigated in terms of
marketing their prime product. The application of positivism philosophy, deductive approach,
descriptive design and survey and interview research strategy along with non-probability
sampling techniques has been used. , 8 survey participants were selected out of which 4 were

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employees along with one owner, directing manager, marketer and an administrator. Primary
data collection process is followed by the use of only qualitative data analysis technique that is
implemented by the researcher for completing the work successfully.
It can be concluded that marketing is one of the key and significant feature that enables the
business organizations to be successful and sustain in the competitive market. From the
information provided in the literature review, it can be seen marketing is a set of activities that is
conducted by the business organizations in order to fulfill the demands and needs of the
customers. The potential gap that has been identified for HEMS Ltd is lack of appropriate
marketing and inaccurate use of marketing tools. As a result, the company has been failing in
keeping up with the pace of the business market and fulfills the needs and demands of the
customers by delivery what they need. HEMS Ltd is one of the known specialist company in the
UK that offers complete professional service in terms of supplying tooling repair for heavy
machinery and highway equipment. Thus, lack of appropriate marketing and inaccurate use and
execution the marketing tool has hampered the level of customers’ satisfaction. Taking into
account the nature of the industry, the customers of HEMS Ltd are not able to see the product
until and unless it is delivered to them. However, customer complaints have been received in
terms of the design and packaging of the product that is being delivered by the company. Based
on the issues that have been identified in the marketing and marketing models of HEMS Ltd, the
suitable recommendations are researching the target audience, emphasizing on the goals that can
be measured, analyzing and strengthening the presence, making required adjustments, being
consistent and persistent, open to innovation and emphasizing on the minute details.

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Table of Contents
Chapter 1: Introduction....................................................................................................................9
1.0 Overview...........................................................................................................................9
1.1 Problem statement...............................................................................................................10
1.2 Research aim........................................................................................................................11
1.3 Research objectives.............................................................................................................11
1.4 Research questions...............................................................................................................12
1.5 Research rationale................................................................................................................12
1.6 Structure of the dissertation.................................................................................................13
1.7 Summary..............................................................................................................................14
Chapter 2: Literature review......................................................................................................16
2.0 Overview..............................................................................................................................16
2.1 Conceptual framework.........................................................................................................17
2.2 Concept of marketing..........................................................................................................17
2.3 Models of marketing............................................................................................................19
2.3.1 7 Ps of marketing..........................................................................................................19
2.3.2 AIDA model of marketing............................................................................................23
2.3.3 4 Cs marketing model...................................................................................................25
2.3.4 Keller’s brand equity model.........................................................................................27

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2.3.5 STP model....................................................................................................................29
2.3.6 Pricing model................................................................................................................31
2.4 Difference between selling and marketing..........................................................................34
2.5 Factors affecting marketing.................................................................................................37
2.5.1 Micro-environment.......................................................................................................38
2.5.2 Macro-environment......................................................................................................41
2.6 Role of marketing................................................................................................................46
2.7 Approaches of marketing.....................................................................................................47
2.8 Functions performed in marketing.......................................................................................48
2.9 Challenges faced in marketing.............................................................................................49
2.10 Summary............................................................................................................................51
Chapter 3: Research methodology.................................................................................................52
3.0 Overview..............................................................................................................................52
3.1 Research outline...................................................................................................................52
3.2 Research philosophy............................................................................................................52
3.2.1 Giving an explanation for adopting positivism philosophy..........................................53
3.3 Research approach...............................................................................................................54
3.3.1 Giving an explanation for adopting deductive approach..............................................54
3.4 Research design...................................................................................................................55
3.4.1 Giving an explanation for adopting descriptive design................................................55

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3.5 Research strategy.................................................................................................................56
3.5.1 Giving an explanation for adopting interview research strategy..................................56
3.6 Sampling technique and sample size...................................................................................57
3.6.1 Giving an explanation for adopting non-probability sampling technique....................57
3.7 Data collection process........................................................................................................58
3.7.1 Giving an explanation for adopting primary data collection process...........................58
3.8 Data analysis technique.......................................................................................................59
3.8.1 Giving an explanation for adopting qualitative data analysis technique......................59
3.9 Accessibility issues..............................................................................................................60
3.10 Ethical considerations........................................................................................................60
3.11 Summary............................................................................................................................61
Chapter 4: Data analysis............................................................................................................62
4.0 Overview..............................................................................................................................62
4.1 Interview transcripts............................................................................................................62
4.1.1 Interview transcript of the owner..................................................................................62
4.1.2 Interview transcript of the directing manager...............................................................64
4.1.3 Interview transcript of the marketer.............................................................................66
4.1.4 Interview transcript of the administrator......................................................................67
4.1.5 Interview transcript of the first employee.....................................................................69
4.1.6 Interview transcript for the second employee...............................................................71

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4.1.7 Interview transcript for the third employee..................................................................72
4.1.8 Interview transcript for the fourth employee................................................................74
4.2 Summary..............................................................................................................................75
Chapter 5: Data interpretation.......................................................................................................77
5.0 Overview..............................................................................................................................77
5.1 Data interpretation...............................................................................................................77
5.2 Summary..............................................................................................................................81
Chapter 6: Conclusion and recommendation.............................................................................82
6.0 Conclusion...........................................................................................................................82
6.1 Linking with objectives.......................................................................................................85
6.2 Recommendations................................................................................................................87
6.3 Future scope of the study.....................................................................................................89
References......................................................................................................................................90
Appendix 1...................................................................................................................................103
Interview questionnaire...........................................................................................................103