Marketing Process & Planning for Higher National Diploma in Business Management

This report covers the marketing process and planning for Higher National Diploma in Business Management. It includes an explanation of the concept/definition of marketing, the role of marketing function, analysis of how the marketing function works and interacts with other departments, and an evaluation of how the marketing mix adopted by the selected business contributes to the success of the organization. It also provides a comprehensive media plan that supports the planned marketing campaign.

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 p
2.0 An explanation of the concept/definition of marketing in the 21st century
p
3.0 Description of the role of marketing function with examples from the
chosen organisation p
4.0 An analysis of how the marketing function works and interacts with other
departments p
5.0 An explanation of the extended marketing mix and examples from selected
supermarket p
2.0 An evaluation of how the marketing mix adopted by the selected
business (or business unit) contributes to the success of the organisation in
meeting their overall business objectives p
3.0 Recommendations p
9.0 Conclusions p
References p
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1.0 Introduction
Marketing is the activity which is done with the aim of promoting the business
product in the marketplace, the enterprise has the separate department of
marketing inn order to spread awareness of the company (Abedian, and et., al.,
2021). In this report considering Mark and Spencer, it is UK based company
which deals in super market. It was founded by Thomas mark and Michael
Spencer. In this report will consist a part 1 or 2 in part 1 will explain about
marketing and its principles and in part 2 will cover financial statement related to
business and its media plan.
2.0 An explanation of the concept/definition of marketing in
the 21st century
Marketing is the activity which helps business in understanding the
consumer behaviour and attitude. In current era the business requires to adapt a
different marketing techniques so that they can communicate, collection between
the business and costumers. Marketing is essential due to it is the key to
success in the enterprise. Through marketing industry may collect data,
collection details and the company. It is really very important for institution to
make an institution economic scale increasing by sales. The company needs to
have effective marketing strategy so that they can have a progressive business
entity (.Hasan, M.D., 2019.).
3.0 Description of the role of marketing function with
examples from the chosen organisation
Merchandising has the various role which are listed in below.
 Monitoring and managing social media - this section must contribute to
manage and maintain the social media account of the company. In case of
M&S,the company must update their business details on their websites and
media platform by offering various exclusive deals.
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 producing internal communication - the workers requires to understand
the institute, its value and its objectives and their priority. In relation of
M&S, the company marketing department creates a various ways to create a
communication between their workers.
 conducting customer and market research - research assist the
company defines target markets and opportunity and helps the company
in understand how goods and services are perceived. In case of M&S,
firm invest huge amount on researching and development techniques so
that they can produce the goods which provides satisfaction to the users.
 Defining and controlling the brand - this involves defining who you
are what business stands for, what the company presents and how they
acts. In case of M&S,by implementing concern explains the experience that
they want to give their loyal consumers and investors to have when they
communicate with them (.Georgsdóttir Velander, and Raun, 2021).
4.0 An analysis of how the marketing function works and
interacts with other departments
marketing is a strategic discipline which underpins most actions of the
enterprise and is an important instruments of corporate planning as
communicated in the corporate plan further discuss more in detail.
 Marketing with human resource - the marketing area will requires to
operate with the HRM to make sure that appropriate ability and recruiting
and hiring level can be in place to hire a research and development team
for producing a new product ideas, meeting operational targets, and build
an aspirant and capable sales team. In order to M&S, the functional areas
of the HR hires a skilled workforce that it will manage its obligations to
marketing with those to other departments.
 Marketing with finance - this department have total details of institute to
have surety that all the activity with in its financial capabilities. They will
need all departments to operate with in their allocated budgets. In case of
M&S, the department focuses on sales volume and creating market
share ,whereas finance department concentrate on cash inflows.
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5.0 An explanation of the extended marketing mix and
examples from selected supermarket
In this section the company compares a marketing principles that helps in making
business more competitive. Further discussed more in below (. Elida, and et., al.,
2021).
No. Basis Mark and Spencer Burberry
1 Product – it is the term
which is produce with in
the company in order to
sale them in return of the
capital.
The company deals in various
products like clothing brands
like blazers, jeans, footwear
linen and many others products.
It deals in clothing brands
like men wear, women
wear and many other
garments and accessories.
2 Price – it is the term which
is evaluation on the basis
value of raw material and
production cost.
The company uses its premium
quality goods and wide range of
goods it uses a dynamic pricing
strategy in the market place.
Being a luxury brand they
provides a high premium
pricing policy goods in the
market place.
3 Place – it refers to the
centre that explains where
the business perform
their activity.
It is a international brand which
has got more than 1000 stores
in various places. It places
themselves at near by their
locations.
The brand has its presence
in more than hundred of
stores around 50 nations.
Huge number of persons
are target by the brand.
4 Promotion – the action
which is done with the aim
of spreading the brand
value in the eyes of the
users.
The company chooses its
marketing strategy very
carefully so it assigns its
advertisement and digital media
to promote their business.
It focuses on advertising
through broads, hoardings,
magazines and digital
videos and many more so
that they can promote
business through these
platform.
5 People - it refers to the
person which are involved
with the organisation.
The company pays more
attention on the workers the
organisation follows a
competitor defrayal policy to
contain its workers.
The company have skilled
employees and educated
workers so that they can
have a big and competing
business.
6 Process – it refers to the
operational activity of the
organisation and all other
functions that are related
to the firm.
It can be found at big malls,
sub urban areas. These stores
are fair and decently arranged
as compared to other outlets
like wills lifestyles.
It can be found at a big
stores and big malls , their
designs and quality of fabric
is attractive.
7 Physical evidence - the The company has more than The company has the
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visibility of the company
and their goods.
1000 outlets in over 50 nations
in worldwide. It also sells varied
range of goods in the market.
various outlets so that the
users can reach at their
stores easily.
2.0 An evaluation of how the marketing mix adopted by
the selected business (or business unit) contributes to the
success of the organisation in meeting their overall
business objectives
Above detailed marketing mix assist in evaluating business growth in a positive
prospectus, they have to attain a setted goals to make a business more
competing and long run sustainability in the market place. The company which is
the activity has the major sources that will be helpful in completing goals. The
organisation majorly faces a many issues relating to enterprise all are resolved
with in the firm.
3.0 Recommendations
it is recommended from above report that marketing mix helps the
administration in working and operating firm systematically, the company must be
the adapt a one effective theory to run a activity. All these happen in the guidance
of their directer it makes the concern system as regulated and assignment of the
duties and many other activities that gives progress to the institute (Chin, and et.,
al., 2021).
9.0 Conclusions
It is concluded from above report that marketing plays a vital role in business
and it spread awareness of the brand in the market place. The company must
be focused on their goals and duties so that work can be done effectively with in
the organisation . As per above discussed marketing principles and their roles with
in the company whereas it is explained in above that marketing department is
linked with other sections. It makes business more effective and proper running.
References
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Abedian, M., and et., al., 2021. A game theory approach to selecting marketing-mix
strategies. Journal of Advances in Management Research.
Al-Samirae, Z., and et., al., 2020. Excellence in Drawing up Marketing Mix Strategies
for Small and Medium Enterprises (SMEs) and Their Impact on the
Marketing Performance. Business, Management and Economics Research,
6(3), pp.30-36.
Jermsittiparsert, K., 2019, September. Service marketing mix and service value: a
way to increase customer satisfaction. In Proceedings of the 3rd
International Conference on Business and Information Management (pp. 52-
58).
Kwitonda, J.C., 2020. The Marketing Mix and Hygienic Barbershop Use: A Formative
Study. Social Marketing Quarterly, 26(4), pp.361-377.
Ndofirepi, E., and et., al., 2020. Marketing mix in a heterogenous higher education
market: A case of Africa. In Understanding the higher education market in
Africa (pp. 241-262). Routledge.
Nguyen Viet, B. and Nguyen Anh, T., 2021. The role of selected marketing mix
elements in consumer based brand equity creation: milk industry in Vietnam.
Journal of Food Products Marketing, 27(2), pp.72-88.
Parmer, L.L.,and et., al., 2021. The 8Ps Marketing Mix and the Buyer Decision-
Making Process. Journal of Marketing Development and Competitiveness,
15(4), pp.32-44.
Trejo, L.A., 2022. Power Shift: Analyzing the Changing Role of Public Relations in
the Marketing Mix. In Marketing Communications in Emerging Economies,
Volume II (pp. 37-63). Palgrave Macmillan, Cham.
Table of Content
Part 2: Marketing Plan
1.0 How the strategic marketing plan links with the overall organisational
mission, corporate strategy and objectives p
2.0 Clear and SMART marketing objectives p
3.0 Marketing research to support the new product line launch p
4.0 A situational analysis p-p
4.1 Marketing audit, making use of appropriate analytical tools including
SWOT, Pestle and 5C analysis p
4.2 A competitor analysis including the market segments p
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4.3 Sub-segments p
4.4 Articulation of the new product value-proposition in the eyes of the
customer p
4.5 Development of the marketing strategies applied to the extended marketing
mix p
4.6 Setting of an overall marketing budget, including allocation of planned
spend p
4.7 Tactical actions p
4.8 Identifying appropriate control and monitoring measures to ensure
achievement of objectives including metrics to measure success such as
Return on Marketing Investment (ROMI) and Customer Lifetime Value (CLV)
p
5.0 A comprehensive media plan that supports the planned marketing
campaign p-p
5.1 A media budget p
5.2 Recommendations and rationale for selected and integrated multi-media
activities within the set budget that meet the marketing objectives p
5.3 Appropriate digital, offline and social media channels for communication
p
5.6 Full justification for a multi-media plan based on quantitative and
qualitative criteria p
References p
1.0 How the strategic marketing plan links with the overall
organizational mission, corporate strategy and objectives
The planning that is make with the aim of making profit in a company by
involving a critical thinking and creativity so that they can achieve a goal
systematically. The consider company major concentrate on increasing a sales
scale so that they can expand business in a progressive way. The institute
constantly executes a varied techniques so that they can have a smooth
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functioning and healthy environment in the company (Al-Samirae,and et., al., 2020).
Major mission of the organization is to make a profit and expand business in
international market by having a good brand value in the market. The company
wants to control the retail industry. Cooperative strategy in which concern
operates together in regards to attain an objective. The firm adopts strategy to
attain an company objective successfully and making the operations more effective.
Main aim of the industry is to dominate the whole retail market in a effectual
manner and they want to have a positive and healthy surrounding so that they
can have a high share market of the company.
2.0 Clear and SMART marketing objectives
Goals are part of every impact of enterprise and provides an idea of
direction motivation, a clear concentration and transparency essential. By setting
objectives company are provided yourself with a target to mission. It consist a
various components which are described in below.
 Specific - Objectives are the particular have a importance greater opportunity
of being accomplish. To create an objective particularly, the what must be
consider.
 Measurable - a smart goal must be measurable progress. If there are no
criteria the company will not be able to examine company progress and if
management are on track to get an objective.
 Achievable - the goal must be achievable and attainable.
This will assist industry to resolve the issues and provides
direction towards the goals.
 Realistic - a goal should be realistic in that the aim can
be realistic achieved given the available factors and time.
The company must ask themselves that the motive can be
reachable and attainable will it be effective.
 Timely - this is last factor that sets the time boundation to
attain an objective by fixed time duration. The considered
company must complete their goals on their stetted dead
line (Jermsittiparsert, , 2019).
3.0 Marketing research to support the new product line
launch
Every business want to expand their entity in vast market so that they can
have a competing benefits and have long run sustainability. In order to expand
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business the company has to make a proper strategy so that they can execute it in
proper way. The institution has the team which manages a clear image and idea
that gives image and upcoming benefits to the organization. Before launching a
new product line a management have to looks a varied points which are as
know the target market place and the rivals, target the users, devise companies
unique value proposition, determine the market strategy and test the goods and
total approach, setting a marketing approach and monitor product line. These all
helps in making proper strategy (,Kwitonda, 2020)(Ndofirepi, and et., al., 2020).
4.0 A situational analysis
4.1 Marketing audit, making use of appropriate analytical tools
including SWOT, Pestle and 5C analysis
Marketing monitoring is the activity which aids company in making operations
more effective. The major principles that help in analyzing the factors which is
listed in below.
Pestle analyses -
It is a framework that helps in understanding the external factors and assist in
making company more progressive. The factors which are included are listed in
below.
 Political factor - this factor includes tax policy, environment policy, trade
restrictions and many other that effect the operations of the company. In
order to M&S, the company operates in the worldwide the factors that
effect the institute are political stability and taxes, if governing bodies
increases the tax ratio it will leads to high cost of goods that reduces the
sales volume.
 Economical factors - this feature considers a economic growth, inflation
and wage taxes and other that effect the business in terms of economy. In
extent of M&S, a rise in inflation rate of a specific economy effects the way
the institutes operating in that economy values their product or offers.
 Social factors - these factors includes the cultural norms, trends and
career attitudes. These all effects the company revenue and helps in
making better plans that give growth to the business. In order to M&S, the
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company has to follow the changing trends in clothing and consumer taste
so that they can have a growth in business entity (.Nguyen Viet, and
Nguyen Anh, 2021).
 Technological factors - this components includes the automation,
digitization artificial intelligence, machine learning and many more. In
relation of M&S, firm adopts a rapidly changing technology so that they
can have a digitization in a retail market.
 legal factor - this includes modified legislation , imports exports policies and
many more. In case of M&S, the legal issues like health and safety at work
place act 1974 in order to take steps for introducing norms towards the
safety of the employees can cause a bad effect on concern.
 Environmental factors - this is concerned with the effect of the
surroundings environment and the influence of ecological aspects. In case
of M&S, the company has established their own green policy in regards to
have a positive effect on the welfare of the globe.
Swot analysis-
It is a framework that helps in understand the external and internal both
factors. Further discussed in below (Parmer,and et., al., 2021.).
Strength
 it is one of the most
powerful retail brand with a
brand value in the eyes of the
huge amount of consumers.
Weakness
 strong competition from
other retail brands means
limited market share.
Opportunity
 the company can established
their brand in new market
segment by researching and
analysing needs and wants of
the users.
Threat
 M&S being a worldwide
merchant means they are
open to various political
facts in nation.
5 C's of marketing -
It is framework for assistance to analyzing the strength and weaknesses of your
company. It factors are described in below.
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1. Company - its determines that offers that what the institute is selling and
offering in the market. The M&S is company which works in product
differentiation.
2. Customers - these are the bodies which pays a money in return of
goods. These plays a big role in company management constantly tries to
attract the consumers so that they can be a loyal users.
3. Competitors - these are the rivals of the business which gives a
benchmark and improves the productivity of the business. M&S rivals are
the tesco,Walmart and many other gives them a competition in worldwide.
4. Collaborator - this states who are operating with the company and works
for a company. M&S, the company collaborates with the vendors and local
retailers in order to improves the supply chain networks.
5. Climate - M&S constantly takes care of the weather conditions that have
in order to have a loyal clients and new potential users.
4.2 A competitor analysis including the market segments
The company has the competitors are Morrison but major rival are the bodies
which holds 10.4 % share of the grocery market. It was founded by William
Morrison, the majorly operates in great Britain they targets a mass market they
segments consumers on demographic basis where as the M&S are the top
leading company manages a major revenue from UK. They holds around 20.5 % of
equity of the market place. The segments consumers on the basis of demographic
and geographic they target a every consumers thy provides quality goods on low
cost or reasonable cost.
4.3 Sub-segments
A segment that is a part of larger segment one of the rapidly growing sub
segments of the fastest growing category in the industry the consider company
segmented the users on the basis of demographic and geographic as age, sex,
income and occupation.
4.4 Articulation of the new product value-proposition in the eyes of
the customer
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It is a statement structure that contains the goods and the features, inferior and
various however taking into focus of users. The institution utilizes this
techniques by creating the goods establishing more easily (Trejo, , 2022).
4.5 Development of the marketing strategies applied to the
extended marketing mix
Marketing strategy hardly starts with the goods and services. It cannot be
plan a distribution scheme a set a value if they don't know what to offer in the
market. It is a large concept than is often through. Business considers not only
the goods the item but for everything. Wherever they required a expertise in
marketing department that includes various activity in order to make a business
more competing and effective.
4.6 Setting of an overall marketing budget, including allocation of
planned spend
Marketing budget -
Particulars 1st year 2nd year 3rd year 4th year
Initial money 20000 10000 6000 5000
Investment 15000 12000 8000 15000
Total 35000 22000 14000 20000
Sales publicity 1000 3000 1000 4000
Promotion 3000 2000 6000 1000
Marketing
outlay
6000 6000 4000 4000
Direct selling 2000 1500 3000 3000
Total 12000 12500 14000 12000
4.7 Tactical actions
Effective marketing attempt can better the trade name. Increase the sales
numbers and expansion consumers awareness of the company. Developing
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tactical action in M&S can give the company and their marketing department a
clear image however it helps in attaining goals and objectives.
4.8 Identifying appropriate control and monitoring measures to
ensure achievement of objectives including metrics to measure
success such as Return on Marketing Investment (ROMI) and
Customer Lifetime Value (CLV)
ROMI – Return on monetary investment is a metric investment or measure the
effectiveness of a marketing movement. It determines results in relation to the
specific marketing objectives.
CLV - It criterion of how blue-chip a consumers is to the business, not just on
a acquisition by acquisition according its basis but across total connection.
Customer lifetime value is the total worth to a business of a consumers over the
period of interlinked.
By these two tools firm analyses the their performance it going well or not so that
they can improve their operations more.
5.0 A comprehensive media plan that supports the planned
marketing campaign
5.1 A media budget
This is a method of examining and making the improved of media plan that
can help in attracting a lot of users, having thoughts about the linked factors or
business by themselves and enhances the enterprise of the interlinked structure.
This considers a lot of contents the ways duration, styles which can have the
great brand value. The ways of building of a media plan considers various
actions which are required to be included from making a effectual one. These
points are listed in below.
 Objectives - The creating of a media plan is on the basis on a
motive which must be in the eyes of the plannings only at a
developing level. M&S, has shown the attractive videos in order
to attract the consumers.
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5.2 Recommendations and rationale for selected and integrated
multi-media activities within the set budget that meet the marketing
objectives
it is recommended from above study that company follows and
constantly works on promoting goods through new technology and they
should communicate with their users so that they can improve theirs
products and services so that they can have a progress in the barnd
value.
5.3 Appropriate digital, offline and social media channels for
communication
M&S can promote the goods through digital media and they must use social
media to communicate with their users on regular basis so that they can have a
knowledge of the products and services. The management must update their
websites constantly so that it can be in the eyes of the users, this can attract more
users and increase the sales.
5.6 Full justification for a multi-media plan based on quantitative
and qualitative criteria
Justification – the considered institution must involve the reviews and
feedback structure to get with the needed modification that be making the
policy much developed methods.
Particulars Amount
Equipment 180000
Advertising 42000
Promotional tool 12000
Media house 12000
Total 246000
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References
Chin, T.A., and et., al., 2021. Marketing Mix Strategies to Increase Purchase
Intention of a Plumbing and Maintenance Service Provider.
Elida, T., and et., al., 2021. Online Shop Consumer Purchasing Decision: A Study
on The Significance of Self-Esteem and Marketing Mix. Jurnal Manajemen
Indonesia, 21(2), pp.161-170.
Georgsdóttir Velander, M. and Raun, S., 2021. Expanding the classic marketing mix
towards sustainability: How internationally operating SMEs in the fashion
industry can expand their marketing mix.
Hasan, M.D., 2019. Evaluation of the “People” Element of Service Marketing Mix: A
Study on Kazi Farms Group.
Karbasforoshha, M., Khodad Hosseini, H. and Aghaei, M., 2018. The Effect of
Political Marketing Mix on Voters Intention Based on Demographic
Characteristic; Case Study: 10th Parliament Election. Strategic Research of
Politics, 7(26), pp.43-70.
Payahour, M., and et., al., 2020. Presenting a Marketing Mix Model for Development
of Tourism Industry in Iran. Journal of Business Management Perspective,
19(41).
Sulistyo, A., 2021, January. Sme’s Strategy in Creating Sustainable Business
During Covid-19 Towards the New Normal Era Based on Marketing Mix
Perspective. In International Conference on Health and Medical Sciences
(AHMS 2020) (pp. 200-204). Atlantis Press.
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