Unit 2 Marketing Processes and Planning (Pass Criteria)

Unit 2 Marketing
Processes and
Planning

Table of Contents
INTRODUCTION ..........................................................................................................................4
MAIN BODY...................................................................................................................................4
P1 Explain the concept of marketing and marketing operations including the different areas
and role of marketing. ...........................................................................................................5
M1 Analyse the role of marketing in the context of the marketing environment. ................6
P2 Explain how the marketing functions relates to the wider organizational context...........6
Explaining the inter-relationships between marketing functions as well as other functions of
management............................................................................................................................7
Explaining the impact of external and internal business environment forces on marketing
activities..................................................................................................................................8
M2 Analyse the significance of interrelationships between marketing and other functional
units of an organisation. ......................................................................................................10
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives. ...............................................10
M3 Review strategies and tactical approaches applied by organisations to demonstrate how
business objectives can be achieved successfully. .............................................................13
D2 Evaluate strategies and tactical approaches to the marketing mix in achieving overall
business objectives. ............................................................................................................13
P4 Develop a marketing plan that includes key elements of marketing planning for an
organisation to achieve marketing objectives.......................................................................13
M4 Produce a detailed tactical marketing plan that integrates the extended marketing mix to
achieve marketing objectives. ............................................................................................15
D3 Produce a strategic marketing plan for an organisation that measures achievement of
marketing objectives within key performance metrics. .......................................................15
P5 Produce a media plan that includes recommendations and rationale for selected media
activities that meet budgetary requirements and objectives of a marketing campaign brief. 15
M5 Devise an integrated multimedia plan, selecting appropriate digital, offline and social
media channels for communication. ....................................................................................17

D4 Provide a justified integrated multimedia plan based on quantitative and qualitative
criteria...................................................................................................................................17
CONCLUSION .............................................................................................................................18
REFERENCES..............................................................................................................................19

INTRODUCTION
Marketing is the commercial activity, unit of institution and procedure for making,
communication, delivering and transaction offering which have values for buyers, clients and
partners and community at huge. It refers to the activities a company which undertakes to
promote the buying and selling of a goods and services. Marketing consists advertising, selling
and delivering goods to buyers and another businesses (Rudawska, 2018.). Some marketing is
completed by affiliates on behalf of a company. It is a discipline includes all the actions which
company undertakes to draw in users and manage relationship with them. Networking with
possible and or past clients is part of the work too and might consists response, greeting mails
and meeting with clients. In this report considered the company nestle which is a Swiss
multinational food and drink processing company its headquarter is in Switzerland. The
company was founded in 1866 by Henri nestle. The report will cover the concept of marketing
and its role and function with marketing. Further it will compare manners in which company
use factors of the marketing mix to attain total business aims. After that it will produce the
marketing plan for an organisation that reaches marketing aims. It will develop a media plan to
support a marketing campaign for an industry.
MAIN BODY
The marketing is the techniques which is used to promote the goods and services in the
company. It can be referred to as process of buying and selling goods which assists the
organisation in completing its aims as well as. In previous time, business people have
concentration only profit maximisation instead of the satisfaction level of buyers. In current
era all business structure have be one market oriented which force them to concentrate more on
their marketing activities ad well as practices. For managing along with the marketing activities
the destination appoints marketing to manage who plays various roles and responsibility so that
company can huge important tasks which must be complete by marketing due to production is
the only function on which business success relies (Sadry, B.N. and Fehrest, , 2022.).

P1 Explain the concept of marketing and marketing operations including the different areas and
role of marketing.
Marketing refers to any actions a company takes to influence an audience to the company
goods and services via high quality messaging. Marketing aims to deliver competitive benefits
and value for prospectus and users via content, with the long term goals of demonstrating goods
values, strengthening brand loyalty and finally increasing sales. As well as the marketing
manager section should be accountable for the managing, controlling and organising and
directing function and marketing activity due to they help the company in influencing a huge
amount of buyers and controlling them in an proper manner (Salomone, 2019). Some roles of
marketing are listed in below:
 Market research : it is the initial and most important responsibility of nay marketing
manager. For living in a competitive marketplace, the manager has to be well aware of
exact users needs and market trends, by having education regarding users needs nestle
can make changes in its present production functions and produce goods and services
which highly satisfy their needs (Lewnes, and Keller, 2019). It is simply an organised
efforts to collect details about markets or users. This is useful as it permits business to
know what users requirements and wants are. In context to Nestle, the company
undertake use of focus groups and customer feedbacks to develop their products
according to the needs raised by customers. It also uses stock analysis to see how brand
has developed from the responses of public in groups.
 Promotional and adverting : It is critical for marketing team to keep knowledge about
various promotional and advertisement techniques so that it can promote its business
goods in a cost effective manner. In context to Nestle, the promotional strategies are
considered critical for the company as it assists it in competing with market competitors
and influencing demand of buyers in proper manner. The firm uses the traditional as well
as non-traditional modes for promoting the benefits of its goods among global customer.
 Brand management : In present market situation only those companies can survive in a
competitive marketplace that has strong brand value which manage its goodwill in an
accurate manner. In relation to Nestle, the company takes effective measures in managing
its brand performance by focusing on providing quality nutrition products at the

minimum cost possible. It supports the company in enhancing the position of its brand
within the global market.
 Product development : According to the marketing manager has to develop their
production procedure so that they can generate a high quality goods in a cost effective
manner. In easy terms, the marketing manager is responsible for determining the market
trends in order to identify current demands of customer in proper manner (Setiawan and
et.al., 2019). In relation to Nestle, the company regularly working on its product quality
and also they try to provide different kind of taste of products so that people can become
a loyal customers of the company. The offering of good quality product at affordable
cost supports the organisation to draw attention of large number of customers.
M1 Analyse the role of marketing in the context of the marketing environment.
The globalisation is a major purpose that is raising competition in all business industries
just as transportation, manufacturing and many more. The growing market competition
influences a high impact on the location and its profit margins . In this kind of condition, it
becomes crucial for a marketing area to enact their roles and responsibility in an accurate
manner so that the nestle can finish its wanted outcomes without any issues. There are various
marketing role just as management of the business brands, promotion, advertisement and market
research which are functioned by a marketing so that nestle can finish over market contender.
P2 Explain how the marketing functions relates to the wider organizational context
Functions of marketing is defined as those set of actions which is used by the
organization for identifying the needs and desires of customers in quick manner. The various
marketing activities which is conducted by Nestle are described below -
 Research – It is one of the important function for marketing department within
organization. In research presently company is trying to understand the taste and
preferences of customers with help of providing existing goods to customers in free of
cost. In research organization tried to analyse the reviews of their clients through online
which is posted in Facebook, twitter and other social media. Due to the effective analysis
of taste and users company is able to diversify their product at wide range which leads to
increase their profit margin and market at large scale.