The Role of Marketing in Business Growth

This report highlights the crucial role of marketing in the growth and development of every company. It emphasizes the need to consider various aspects of marketing, including e-marketing, to promote products and services on a vast level. By using e-marketing tools, businesses can generate higher sales leads and profits effectively.

Marketing Principles and
Techniques

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Define marketing and different activities carried out in marketing department...................1
1.2 Explain market segmentation................................................................................................1
1.3 Concept of marketing mix.....................................................................................................2
TASK 2............................................................................................................................................2
2.1 Aims of market and research analysis...................................................................................2
2.2 Describe market research methods........................................................................................3
2.3 Outline tools of market analysis............................................................................................3
TASK 3............................................................................................................................................4
4.1 Different methods used to e-market product or services......................................................4
4.2 State how company manage its online image.......................................................................4
TASK 4............................................................................................................................................4
3.1 Use of market analysis technique..........................................................................................4
3.2 Interpret your findings...........................................................................................................5
3.3 Present your finding to marketing team ...............................................................................5
CONCLUSION ..............................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
The concept of “Marketing” refers to a set of company's activities mainly associated with
advertising, buying, selling or distributing a good or service. It is an essential function that help
in an organisational growth and development and simultaneously attract large pool of customers
(Arcaro and et. al., 2013). The chosen company for this report is “All in One Store” which is a
small size UK-based retailer that offer grocery products and services to end-users. The given
report covers different marketing activities, marketing mix, methods of marketing research and
use of e-marketing.
TASK 1
1.1 Define marketing and different activities carried out in marketing department
Marketing: It can be termed as a process of management in which goods, process or services
finally move from concept to customer. Through marketing, product or services of high quality
can be delivered to large number of target audience that ultimately satisfies their diverse needs
and wants and at the same time create value for them.
Following are various activities carried out by marketing department are listed below:-
11 Promotion: The most crucial marketing activity is to promote products or services in the
market place with an aim to aware potential buyers regarding benefits and values of
respective goods. For example: “All in one Store” can advertise its product through print,
digital and social networking sites.11 Market Research: Choices of customers are changing rapidly which creates a pressure on
company to do market research on continuous basis. This help them in knowing what are
the current likes and dislikes of end consumer. For example: “All in One Store” has to
figure out that most of the people prefer to purchase product through online platform
thus, they can start selling its products via popular online applications (French and
Gordon, 2015).
1.2 Explain market segmentation
It can be defined as a process of classifying market into relatively small consistent
groups. Classification of segments are done on the basis of common aspect or shared
characteristics. All in One Store has bifurcate its market on following grounds-
1

Geographic Segmentation: Under this, market is divided on the basis of physical region or
location such as state, area, city etc. This sort of segmentation is necessary for All in One Store
as choices and requirement of people vary from region as well.
Demographic Segmentation: There are some variables like age, income, gender, family size on
the basis of which market is further classified. Considering different buying behaviour of
individuals, All in One Store classified its market segment on the ground of income, age and
family size (Gitman, Juchau and Flanagan, 2015).
1.3 Concept of marketing mix
It includes combination of 4 key elements which are known as 4P's of marketing. These
are as follows:-
 Price: All in One Store is using competitive pricing strategy which means price of a good
or service is dependent upon what the rivalry firm is charging. This helps them in
attaining high competitive edge in the market place.
 Product: The company is offering distinct type of grocery products that helps in
fulfilling customer's needs and wants in an effective manner. Basically, it serve all
essential grocery goods under one roof only.
 Place: Since the company is only 6 months old. It is little difficult for them to expand its
business in other profit-generated places. Thus, initially firm needs to focus on business
growth by practising its operation at single place only.
 Promotion: Being a 6 month old firm; it is chiefly important for them to promote its
products on large level. For this, it can use various promotional tool such as print media,
social networking sites etc.
TASK 2
2.1 Aim of research and Market analysis
In order to identify actual need and desire of target audience, market research plays a key
role. It allows All in One Store to observe its target market & record their point of view
concerning interest toward goods or services (Gordon and Gurrieri, 2014).
Aim of Research: “To gather all relevant information regarding likes and dislikes of end user
and produce goods and services accordingly to provide them higher level of satisfaction &
create value for money” .
2

2.2 Describe market research methods
In general, there are two common modes of conducting research namely Primary and
Secondary which are in brief discussed below:-
1. Primary Research: In this, information is collected regarding likes and dislikes of
consumer which ultimately help All in One Store in providing goods or services
accordingly (Hair and et. Al ., 2012). Data is collected for the very first time under this
method and it is usually gathered through interacting directly with potential buyers. It
covers focus group, Surveys, interview, observation etc.
2. Secondary Research: Information related with consumer taste and preference is
accumulated through internet, journals, twitter comments, UK census data etc.
(Source: Primary and Secondary Source of Market Research, 2017)
2.3 Outline tools of market analysis
One of the key tool of marketing analysis include SWOT analysis which are characterise below:
Strength:  No role of intermediary
 Offers “Value for money” goods
Weakness:  Lack of using high end technology
 Price Fluctuation
Opportunities:  Use of social networking sites for promoting its goods or
services
3
Illustration 1: Sources of Market Research

 Expand business practices in another localities
Threats:  Fear from local competitors
 Negative influence of economic situation
TASK 3
4.1 Different methods used to e-market product or services
E-Mail Marketing: In this, E-mail is utilized for marketing matters. It mainly include
communicating with consumers through e-mail and aware them about company's product or
services. In long run, this method is highly effective as it builds strong relationship between
consumer and business entity (Han, Pei and Kamber, 2011).
Social Media Platform: One of the most impelling method to draw the attention of
consumer is to post pictures of its goods or customer feedback on leading social networking sites
such as Facebook, Instagram, twitter.
4.2 State how company manage its online image
 Own the first page of search results that helps them in attracting more and more
customers towards the brand. It helps the company in creating good image in eyes of
customers.
 Paint the picture before the exhibition. Since it is a 6 month old company, it needs to laid
stress on improving its brand image. This will help firm in improving its brand image.
TASK 4
3.1 Use of market analysis technique
It is primarily taken into account within an objective of identifying current trends
prevailing in the market. With the help of this tool, analytical information regarding market
competition, size are computed. Considering the information collected, strong relationship can be
build among customer and organization which aid them in generating higher revenues
(Hollenbeck, Mason and Song, 2011). Through conducting research, All in One Store have
examine that it need to focus more on promoting its brand in market. Thus, formulate strategies
and policies accordingly.
4

3.2 Interpret your findings
It has been figured out that All in One Store is still less popular among target audience.
The reason being it is only 6 month old company and needs to laid stress on adopting appropriate
channel of promotion through which they can aware customer about its goods in an effective
manner (Lefebvre, 2013). For example: Firm can use social networking sites to advertise its
product on large level. In addition to that it can also launch its own mobile application that aid in
generating higher sales lead.
3.3 Present your finding to marketing team
The role of marketer is to keep posting about company's goods and services on various
social networking sites. They are also require to identify current market trends as well as needs
and preferences of customers. It helps them in developing products according which completely
satisfies requirement of end users (Spreer, 2017). Using e-marketing tools, firm enable to seize
the attention of large number of consumers towards the brand.
CONCLUSION
According to above mentioned report,it can be concluded that marketing play crucial role
in growth and development of every company. Various aspects of marketing needs to be taken
into account for promoting products and services at vast level such as e-marketing. This enable
company to generate higher sales lead and profits in an effective manner.
5

REFERENCES
Books and Journals
Arcaro, P., and et. al., 2013. Social marketing and public health. Annali di igiene: medicina
preventiva e di comunita. 25(3). pp.247-262.
French, J. and Gordon, R., 2015. Strategic social marketing. Sage.
Gitman, L.J., Juchau, R. and Flanagan, J., 2015. Principles of managerial finance. Pearson
Higher Education AU.
Gordon, R. and Gurrieri, L., 2014. Towards a reflexive turn: social marketing
assemblages. Journal of Social Marketing, 4(3). pp.261-278.
Hair, J.F., and et. al ., 2012. An assessment of the use of partial least squares structural equation
modeling in marketing research. Journal of the academy of marketing science. 40(3).
pp.414-433.
Han, J., Pei, J. and Kamber, M., 2011. Data mining: concepts and techniques. Elsevier.
Hawkes, C. and Harris, J.L., 2011. An analysis of the content of food industry pledges on
marketing to children. Public Health Nutrition. 14(8). pp.1403-1414.
Hollenbeck, C.R., Mason, C.H. and Song, J.H., 2011. Enhancing student learning in marketing
courses: An exploration of fundamental principles for website platforms. Journal of
Marketing Education. 33(2). pp.171-182.
Lefebvre, R.C., 2013. Social marketing and social change: Strategies and tools for improving
health, well-being, and the environment. John Wiley & Sons.
Spreer, E., 2017. Milk and dairy product technology. Routledge.