Marketing Process & Planning for Desklib - HND Business Management

Higher National Diploma in Business
Management
Unit 2 Marketing Process & Planning
The Marketing Concept, Functions
and Mix (Part 1)
Marketing Planning (Part 2)
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Table of Content
Part 1: Briefing Paper
1.0 Introduction..............................................................................................................................................2
2.0 Concept of Marketing in 21st century.......................................................................................................2
3.0 Role of Marketing Function......................................................................................................................3
4.0 Analysis of marketing functions and interactions with other departments............................................4
5.0 Extended marketing mix...........................................................................................................................5
2.0 Contribution of marketing mix in the success of the organization..........................................................7
3.0 Recommendations....................................................................................................................................7
9.0 Conclusions...............................................................................................................................................7
References......................................................................................................................................................8
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1.0 Introduction
Marketing process refers to the steps taken by a firm for the analysis of several
opportunities prevailing in a market, to identify target customers and creating a strategy
for different marketing purposes (Mohr, 2017). Market Planning refers to the strategies
building for the purpose of advertisement, that a business possesses to sell its product or
services. A correct marketing plan will lead to the increase in in sales, thereby earning
greater profits. For understanding marketing process and planning, Budgens Stores Ltd of
United Kingdom, is taken into focus which is leading chain of grocery stores using certain
market strategies that brings up its brand image to greater heights. Its headquarters are
established in Harefield, Greater London, England. It has acquired the 55-shop network of
7-Eleven shops in the UK.
This report includes analysis of key role of marketing in the context of the
marketing environment. Comparing ways in which organisations use elements of the
marketing mix to achieve overall business objectives. It also entails marketing plan as well
as media plan.
2.0 Concept of Marketing in 21st century
Marketing refers to the idea of promoting a business structure of a company to its
target customers. It is the process of introducing the target audience with the products or
services offered by a business (Wang, 2021). Marketing in 21st century is wholly
depending on the choice of the customers, every business needs to inculcate necessary
changes according to serve different customer segments. Marketing allows several
business organisations to gain sustainable competitive advantage from its competitors. In
Budgens Stores Ltd., there is immense focus on the strategies related to marketing. They
provide their customers with weekly offers outreach on various brands, which excites the
regular customers to buy more. Its social media outcasts will attract more customers who
are there far off, by ordering stuff online. It also facilitates its customers with delivery
options that will help them in the time of need.
3.0 Role of Marketing Function
Marketing function is the process of planning and executing several business
strategies related to pricing, promotion, execution of several ideas regarding the business
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process and also distribution of goods and services. The role of marketing functions
possesses from the representation of the business, coordinating and producing all
materials according that defines and increase the reputation or goodwill of the business.
Role of marketing functions in Budgens Stores Ltd can be understood under following
sections:
 Promotional activities: Several promotional activities are performed by various
businesses for more sales and increasing customer base. Promotion should be
informative and should serve the purpose of brand awareness among the people.
Promotional activities used by marketers of Budgens Stores Ltd include
redesigning its several stores to attract high end customers.
 Product management: Product-management involves the development, design,
layout and improvement of its services, in order to meet customer requirements
(Jones and Tadajewski, 2016). In Budgens Stores Ltd, marketers organise
products into different sections in order to provide ease to their customers in finding
things.
 Pricing of the product/ services: Pricing of the product/ services involves several
factors that relates to cost and value. Marketing managers selects the price
according to the customers' perception of the value of the product and the actual
cost of its production. Several supermarkets like Budgens Stores Ltd include
several offers that turns many products affordable to its local customers. And also
take care of its high end customers by providing them with the separate section for
the luxury or inexpensive goods.
 Distribution: Distribution is the process of conveyance, commuting or transporting
the product or checking the availability of the services offered by a company to its
customers (Blut, Teller and Floh, 2018). Brands like Budgens Stores Ltd have built
several stores in light of accessing more consumers. It has ample amount of
warehouses and employee base that checks the availability of all the goods
present in the stores.
4.0 Analysis of marketing functions and interactions with other
departments
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