Marketing Strategy and its Impact

This assignment requires you to critically analyze the influence of marketing strategies on business success. You will delve into academic research papers to understand concepts such as brand loyalty, market responsiveness, product innovation, and international marketing. The analysis should encompass how these factors contribute to a firm's overall performance and competitive advantage in diverse markets.

Marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibilities of marketing functions in WAHACA restaurant :..................1
Responsibilities of marketing functions in WAHACA restaurant :......................................2
M1 Analysis of roles and responsibilities in the context to marketing environment :...........8
M2 Significance of interrelationship:.....................................................................................8
D1 Key elements of marketing functions in WAHACA restaurant :.....................................9
TASK 2............................................................................................................................................9
P3 Comparison of ways in which the different organisations apply marketing mix to the
marketing planning process to achieve the business objectives.............................................9
M3. Different tactics applied by WAHACA........................................................................15
TASK 3..........................................................................................................................................17
COVERED in PPT...............................................................................................................17
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................18

INTRODUCTION
There are many types of roles and responsibilities of marketing functions in WAHACA
restaurant. It is necessary to interrelate all departments of the company to get better outcomes.
To achieve WAHACA restaurant's objectives, there is using of marketing mix strategy as well.
In according to define roles of marketing functions, there is developing and evaluating marketing
plan by marketing manager. Strategic marketing plan is developed to applying usage of 7Ps of
marketing. Responsibilities of marketing functions in marketing environment is also explained.
Marketing environment has a broad area which consist micro and macro, internal and external.
interrelation is necessary within the departments for effective productivity and better outcomes.
TASK 1
P1 Roles and responsibilities of marketing functions in WAHACA restaurant :
Roles of marketing department in restaurant industries are vital and wide. They promote
the plan and mission of a business. Roles of marketing functions are as follows :
 To manage and define the brand of a business
 Conduct campaign for initiatives
 To produce promotional materials
 To monitor and manage social media
 Develop internal communications
 To conduct market research
 To select and manage agencies or vendors
marketing department is responsible for defining and managing the brand of an organisation.
Marketing functions are also responsible to defines the informations about experience what the
company wants when they interact. Rather than these above functions, marketing department is
responsible for finance an organisation and setting prices. To manage and find out the
distribution channels are also main functions (Nguyen, Barrett and Miller, 2011). In this process,
marketing department find out the best distribution channels from many of them. Because just
making an idea for the product is not enough, it is necessary to distribute all the products to the
customers who want to buy. Informations about market and customers are necessary in decision
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making process, it can be done through market research process. To gather informations about
targeting customer is a main function in any organisation. Setting right prices of the product
which is produced in an organisation is a challenging part. If a company makes price too high,
then it will lose customers or it decides low price then it will lose profit margin. If a company
determined their market and targeted customers, then it is necessary to manage the products and
services as well. matching the products to the needs and satisfaction level of customers is the
most and last but not the least function of marketing department. If a company providing the
product on the right time and right place, then it will increase the profitability of an organisation.
To make, produce and sell of the product is not enough for any organisation, the above functions
are necessary functions in organisation to maintain position and development of the company in
the market.
Responsibilities of marketing functions in WAHACA restaurant :
Main responsibility of marketing department is to grow revenue, increase market share and
develop growth and profitability of an organisation or business. There are several types of
responsibilities of marketing department such as :
 To make strategy : marketing department is responsible for making a strategy before
planning of campaigns. Strategy can be built for growth of marketing share in a specific
market relevant to the WAHACA restaurant.
 Market research : it is a key responsibility of the marketing department in WAHACA
restaurant to research about targeted market. It can help the organisation to find out the
strength, opportunities, weaknesses and threats of itself. It is also helps to understand the
customers need and their preferences. With the helping of market research, a company
can find out its competitors and can take decisions to protect their business form stronger
competitor.
 Product development : in this process, marketing department analyse the gaps between
the product range and scale of economies for the WAHACA restaurant. It works with
both product development teams such as internal or external. Marketing department find
out customers need and their preferences through market research and provide
informations to product development department. With the helping of these informations,
product development department make changes in existing product and improve their
new products.
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 Communications : Before making strategy of campaigns, marketing department is
responsible for communicate with the product department of WAHACA restaurant.
Without communications, they can not implement and develop their strategy.
 Sales support : marketing department support sales department too. They provide high
quality leads to sales teams by advertisement. They also prepare presentations foe sale
team.
 Events : marketing departments are also responsible for manage and organise events such
as seminars and exhibitions.
To control the credit policies of WAHACA restaurant and arrange after sales services are also
main responsibilities of market department. They are also responsible for removing the
problems of customers and accept the challenges related to the customers. Some other
responsibilities which known as core responsibilities are :
 specify the channels of distributions
 product planning
 price fixation
 sale forecasting
P2 Relationship between roles and responsibilities of marketing with other departments in
WAHACA restaurant :
The important factor in WAHACA restaurant is to meet the customer needs through their
products. Marketing department is responsible for achieving the goal of a business. Hence,
developing marketing plan will require closely links with other departments ( Mix and Brand,
2017). Relationship between marketing department and other department are as follows :
With operations management : it is necessary to closely work with operation management to
ensure about :
 is the planning is done to satisfy customer's need or not?
 Can the item be manufactured, according to the specifications of customer ?
 Is volume of sales met within the required time ?
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With finance department : marketing department is also needed to work closely with finance
department to ensure about :
 is there adequate budget ?
 Is there enough capabilities ?
 Concern about sales volume
 concern about profit margin
When marketing departments plans any strategy then all financial dimensions should be
concerned. Budget, % of sales and profitability are most important components of the planning.
According to the marketing decisions, it also known as investment decisions. Link between these
two departments can be explained by this representation :
Activities of marketing department Type of relation Activities of finance dep.
Sales forecast → Cash flow analysis
Marketing mix ← Financing needs
Management activities ← Financial profit
Decisions related to policies ← Categories of clients
Communication activities → Final result
With human resource management : to ensure about mentioned informations, marketing
department is required to work closely with human resource management such as ;
 get ideas of research and development
 knowing about production target
 to create sales team
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With production department: there is two way process in the link between marketing department
and production department. In first process, production department determine the number of
product which should be marketed, and in the second process, marketing department identify the
opportunities to sell the product.
Links between these departments can be understand by this presentation :
Activities of marketing Type of relation Activities of production
Sales evolution forecast → Capacity planning
Portfolio management ← capabilities
With procurement : this function has become due to shortage of materials. It is one of the
important function in a business. Relation between these departments can be explained such as :
Activities of marketing Type of relation Activities of procurement
Research of new material → Procurement of new material
Research of new suppliers ← Procurement of new suppliers
With research and development : when a company ignores the link between R&D and marketing
department, then this result can be seen in many technological companies who developing goods
that are marketer's dream. This link mainly revolve around stage of development of a new
product. Each process in new product development such as from idea generation to final product,
needs closely link between these departments(Kotler,2015.). These both departments gives
potential contribution in new product department. Interrelations can be understand by this
presentation :
Activities of marketing Type of relation Activities of R&D
Market researches of new
product
→ Developing new product
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←
With personnel : personnel department is concerned with human resource planning process. Such
as hiring, selecting, training and managing. Marketing department should interrelate with
personnel department in developing and organising job description, screening and designing the
programmes. Marketing department gives valuable informations related to designing of projects
of personnel researches. It can be explained by this presentation :
Activities of marketing Type of relation Activities of personnel
Market research → Internal evaluation
Implementation and
developing
← Employee assessment
Interrelations and links between all the departments of an organisation is an important part.
When a company wants to develop a product or business plan, then it is necessary to coordinate
plan with all the departments. many of time,functions are developed independent without
coordinate with other departments(Kotler, 2015.). Unfortunately, business could not achieve
success. To achieve success, all the plans and strategies should be coordinated so that each
departments has to know what the other departments make. When company makes a plan, then
each of the departments must understand the impact level of this strategy.
The main steps in marketing plan are :
 marketing plan
 identify opportunities of the market
 to set objectives of marketing planning
 to define marketing strategies
 develop programming actions
 budgeting
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 controlling
Factors involved in marketing activities are :
 marketing research
 marketing planning
 portfolio
 monitoring
Description :
 obtaining and interpreting
 SWOT analysis
 financial objectives
 achievement
 detailed presentations
 allocation
 performance measure
Marketing activities are numerous and broad, based on the size of a business, goals of a business
such as short term or long term and environment of a business such as internal and external(Mix,
and Brand, 2017.). Before linking marketing to other departments, it is necessary to establish
marketing functions. For achieving the success of an organisation it is necessary to linked with
all the departments. The main department which is necessary to linked is production department.
Marketing department can not take any decision and can not make any strategy without
informing this department. What amount of product to be sold and what are the resources, these
are the main aspect of these departments. Proper allocation of resources are depending upon
financial department. Because this department will decide that how much finance will be spend
on promoting these products in the market. All the departments are necessary to be linked.
Because by this, company will get success. If all departments are interrelated than all employees
should know what to do and how many resources are available. As we all know resources are
very limited.
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M1 Analysis of roles and responsibilities in the context to marketing environment :
The marketing plays the crucial role in order to deal with the product and services related
to the market. The all function related to marketing are need to be done in effective manner so
that brand image of firm can able to get improvised (McDonald and Wilson, 2016). In this it is
essential to take the decision which will help to deal with the good and services in the market
effectively. By conducting function in the efficient manner, the things various approaches are
need to be taken so that firm van develop its brand approach.
M2 Significance of interrelationship:
Interrelationship is necessary among departments(Mix, and Brand, 2017.). By this, a company
can get these following advantages :
 covered time horizon
 specificity
 participation
 working together
 better relationship
 goal will be cleared
 all departments have clear mind to what to do to get success
 build trust
 customer service will become better
 efficiency in productivity
 avoid conflicts
 better chances to get better outcomes
 diversity
 mindfulness work
 team work spirit
 effective communication
when all departments of an organisation will work together then there will be chances of
increasing diversification of ideas which can be good opportunity for an organisation.
D1 Key elements of marketing functions in WAHACA restaurant :
Key elements of marketing functions are :
 segmentation
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 targeting
 promotional tactics
 monitoring and evaluating
 marketing plan
 define funnel
 implementation of after sales service
 hold meetings
 communication
 research
 strategy
 planning
research is the first key element of marketing function in WAHACA restaurant. If
WAHACA restaurant wants to launch or develop a product than it is necessary to identify o find
out all the informations of targeted market. Through market research, WAHACA restaurant can
decide what type of strategy should adopt and what type of distribution channels will be best for
them.
TASK 2
P3 Comparison of ways in which the different organisations apply marketing mix to the
marketing planning process to achieve the business objectives.
In the marketing planning, the extended marketing mix is considered as essential for the
marketing planning and achievement of success. Marketing mix has been analysed as important
factor with the process of marketing planning. Moreover, combination of activities of market
planning is mainly dependent upon the tools of marketing (Dibb and Simkin, 2013). Through
this, organisation will be able to review and determine the key issues within the marketing
planning. Moreover, the tools and components of marketing planning have been used by
managers in organisation to identify these issues which can be considered as effective for
marketing planning. In present context, marketing mix elements have determined to illustrate the
strategies adopted by Wahaca for expansion of business operations and achievement of
objectives. Comparison of its marketing mix competitor with the competitor organisation
organization in done to identify issues faced by organisation.
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 Products: Products of organization has been identified as set and effective combination
of wide range of products which are purchased by consumers. These effective products
and services are utilized in order to attain satisfaction of various degree of consumers.
Wahaca restaurant group has also provided various Mexican style street food and also
provided quality of service along with the flavours of Mexican cuisine (Ebert And et.al.,
2014). Products are developed to provide authentic flavours of Mexican culture to meet
the requirements of customers. Another service which is delivered by Wahaca is online
food delivery service without any delivery charges.
 Price: Selection of appropriate price strategies also enables the organization to attain
major profitability in market and attract more customers as compared to consumers. In
present context, the penetration prices policy is used by WAHACA in which they have
established low prices of their products and service to gain market share (Lamb, Hair, and
McDaniel, 2011). Once the organisation will achieve large number of customers they will
gradually increase the prices. This strategy is carried out through reduction of cost of
operations and raw material which helps in reduction of prices.
 Place: It implies to the method which is used by organization for the delivery of products
and services to customers. Moreover, there are mainly three methods which are used by
WAHACA to accomplish marketing of products through intermediary, sales staffs and
direct methods (Lancaster and Massingham, 2010). Company has also established its own
25 restaurants in UK at prominent places to provided direct delivery of products to
customers. This aids the management to attract more and more customer. Moreover,
customers can also choose their preferred products and services like Mexican cuisine
dishes and combination of fast food products. They also provide delivery service by
using company's website.
 People: This element implies to the abilities of personnel hired by organisation in their
outlets to understand various products and services (Wilson, 2014). Hiring effective
personnels in restaurant is important for essential for success of Wahaca. Chefs, butlers
and operations staff are the employees of organisation. Moreover, company has hired
professionals having experience of more than 2 years in field. This has enabled
organisation to provide quality of services at lowest possible prices to its customers.
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 Process: These are steps followed for development and delivery of products and service
to customers (Stern and Porr, 2017). Ways of production and delivery of products also
provides major influence on perception of customers such as Hygiene and time of
delivery etc. Wahaca has adopted transparent product process and self service delivery
system in order to provided easy access to customers towards products and service
(William, K., 2012). Through this, customers will receive fast service delivery with
appropriate quality and issue of Hygiene will get resolved.
 Physical Evidence: It tends to create an image of organisation and its products in mind
of customers. Lay out and architecture of restaurant also provide influence on perception
of people. However, Wahace has also developed attractive infrastructure in their
restaurants which is based on theme of Mexican culture (Silberschatz, Galvin and Gagne,
2014). It helps in attracting people towards restaurant and provide them a perfect for
having Mexican food and services. With the constant flow of services Wahaca has also
made better access of the services.
 Promotion: These are analysed as methods used by organisation to increase the
recognition of products and service among the customers. Through this, Wahaca tends to
create positive relationship with customers and also able retain its previous customers.
Organization uses various important tools such as social media, online websites,
newspaper articles, promotional activities to attract more and more customers (Wirtz and
Lovelock, 2017). Social media is great platform for organisation to attract more and
more customers towards their restaurants. Integrated marketing communication implies
to methods to communication and message liked together. In this, Horizontal integration
occurs in the organisation and across its business functions in which all department such
as production, finance m, distribution and communication have responsibilities to work
together and be conscious that their decisions and actions send messages to clients.
Along with this, department such as sales, direct mail and advertising helps each other
through data integration.
The marketing mix of Tequila Tex
Company is carrying out its business in the similar sector like Wahaca
 Product: Different variety of products in similar cuisine are offered by Tequila Tex to
attract premium class customers who desire to have quality and healthy food products
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(Terpstra, Foley and Sarathy, 2012). In their product mix, there are wide range of
products other than Mexican cuisine are also available in restaurants of organisation. The
company has its strong brand position in market which provide them ability to attract
more and more customers. Fast food products and seasonal food items are also provided
by Tequila.
 Price: company has also adopted effective price strategy to attain high profits by
targeting premium class customers (Hugos, 2018). Further, company has strong brand
recognition in market due its quality of product therefore it has adopted skimming
strategy. In this, they charge high prices because they have substantial competitive
advantage.
 Promotions: internal integration is adopted by organisation which implies to internal
marketing of products and services (Hartley and Claycomb, 2013). In this, they kept all
the staff informed and motivated about new products from new advertisement, new
business entities, new services standards and new strategic partners. There are various
promotional tools like new paper advertisement, digital advertisement, company website
and emails are used by Tequila Tex to promote their products and service among
customers.
 Place: In order to increase its presence in market, Tequila has established some of its
restaurants in malls and markets where they can direct attract local people and tourists.
They have also adopted online delivery system which has increased their promotion of
products and services (Strauss and Frost, 2016). They manage their delivery channels
through online software and also developed an effective hierarchy to manage supply
chain. Restaurants are placed at dominants where resources required for operations
management are available for organization.
 People: Tequila TEX has employed the personnel with higher skills and potentialities.
The personnel hired in organisation are trained with the higher skills so that they can
provide better services to the customers and clients (Kotler, 2012). Moreover,
organization is also offering rewards and incentives to its employees in order to increase
their performance at workplace there are various important business measure have been
taken in to consideration by organization to meet customers (Hunt, 2018). Marketing
channels are used to analyse the requirement of products in customers and also there are
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various improvement in products have been accomplished with an aim to satisfy the
customers requirements.
 Process: The system and process involved in delivery consistent service to customers of
Tequila involved direct delivery with an effective supply chain then they have been able
to achieve the market presence of customers (Stelzner, 2014). Process has been directly
monitored managers to ensure the customers are getting products with appropriate. In
order to reduce time limits, they have also applied online order system which enable them
to meet the requirements of customers.
 Physical Evidence: These are analysed as tangible aspects of service delivery which is
developed by organisation to attract customers. In present context, it was identified that
the organisation tends to attract more and more customers as they have developed new
and attractive physical evidence of their restaurants in UK (Rosenbloom 2012). They
have also improved their customers channels and provided luxurious environment for
premium customers.
However, marketing mix of both the organisation Wahaca and Tequila Tex have
provided understanding about their strengths within the marketing mix components. Difference
in their products and service was quality and range of products. On analysing the needs for
improvements in products, service and promotional activities the components of marketing mix
have been developed (Armstrong and Kotler, 2014). As compared Tequila Tex, Wahaca has
adopted an effective pricing strategy which enabled them to achieve more and more customers.
Difference in promotion practices has provided understanding that the organisation needs to
improve its integration promotion mix strategy to external marketing and needs to apply new
marketing tools like social media and e-commerce to achieve competitive advantage over rivals
etc. WAHACA conducts its marketing mix effective to include proper strategies within the
marketing planning processes. Through this, analysis the organisation can have better ideas over
the marketing of services like development convenient approaches to increase marketing and
generate new ideas to raise the range of products. Also, Wahaca needs has adopted better supply
chain for delivery of products such as self service channels which has reduced time of delivery of
products.
Along with this, frequency of marketing planning process of Wahaca involves various steps such
as
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 Updating historical data : In marketing planning, organisation conducts market research
to update its own marketing process and understanding of various results (McDonald and
Wilson, 2016). Marketing department tends to analyse previous methods applied for
marketing of products and tends to make changes in methods and policies adopted by
management to achieve objective.
 Collection of present situation data: In order to analyse present situation of product life
cycle and recognition among customers. Marketers of company will collect data from
customers about products and service offered by organisation (Mix and Brand, 2017).
Sales data after application of methods of promotions are analysed to get information
about present situation along with feedback from customers.
 Data analysis: Data collected through market research are analysed by using effective
tools and technique to determine and project present situation of organisation in market
(.Kotler, 2015). Effective analysis of data enable the organisation to identify ways for
improvement of services.
 Development of objectives: After analysing situation, marketing department of Wahaca
will develop objectives which they have to achieve in the future (Lancaster and
Massingham, 2010). In present context, organisation has developed an effective
marketing planning to increase its sales and profitability by increasing promotion of
products and services among customers.
 Development of financial document: Further, marketers also develops financial budgets
and statements for organisation to specify the requirements of financial resource for
completion of marketing activities and adopting new promotional tools.
 Negotiation of final plan : In this stage, marketing department will perform the task of
negotiating their marketing plan with top management for getting an approval of
implementation (Baker, 2016).
 Measurement of progress: After implementation of plan, improvement can be monitored
by marketing manager through observation of market progress (Hunt, 2018). They can
also adopt the improvements in structure and process of distribution of products and
service to customers in order to improve their quality.
 Audit: Financial statements and sales report of organisation should be considered by
organisation to take care of improvements in sales after implementation of new methods
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(Jaworski, 2018). Company can also implement changes in their policies and procedures
on the basis of Audit.
M3. Different tactics applied by WAHACA
There are different marketing tactics which are applied by restaurant WAHACA for the
accomplishment of their objectives:
Branding
Branding is an important tactics which this restaurant applies to compete with other
competitors in the market. A branding is considered to be a promise. It is what a customer,
employees, vendors , media and other constituents expect with the regards of dealing with the
particular restaurant (Ratten and Ratten, 2011). Building brand means constructing those factors
which are needed to close the gap of what one has promised and what one has delivered. It can
successfully occur when one advertises very effectively so WAHACA advertises their restaurant
among people and creates a restaurant's brand(Hunt, 2018).
Positioning
Positioning is regarded as creating a different image of their services in the minds of
consumers so that they can differentiate WAHACA from other available restaurant has
positioned themselves as a Mexican style street food which provides Mexican food in a street
style (Dibb and Simkin, 2013). Positioning can be made effective when it involves unique selling
proposition. It is the factor that convinces customers to avail their services.
Menu Mix
Analysis of menu should be done timely so that to evaluate which dishes in the menu is
getting a very good response and which is least ordered so that some modifications can be done
can improve the selling and attract lots of customers. Menu should be kept fresh, relevant and
profitable (Baker, 2014).
Training
Training is considered to be a vital component for the restaurant as trained employees are
required to handle the restaurant in a manner that can facilitate the coordination of functions
effectively. It also lead to update the skills of every individual so that they can cope up with all
types of changes that affects the working of the restaurants(Jaworski, 2018).
M4. Detailed coherent plan
Marketing tactics
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The main marketing techniques can be:
 Promoting the restaurant on the basis of theme on hoardings, events and even in events.
 To provide extra privileges to first time customers such as 5% discounts (Macarthy,
2018).
 Organising small events which are hosted by it which is based on the Mexican theme.
 To promote the restaurant with attractive banners featuring eye catchy logos and
colourful back grounds(Macarthy, 2018).
Financial Budget
Activity Time Duration Rate Total Cost
Billboard Publicity 6 months £4,000 per 2weeks
plus $60
connection duties
£4060
Magazine promotion 2 months Double Page Spread -
£2,000 for 4 ads
Full Page ads - £1200
for 8 ads
£3200
Newspapers 1 year Courier Mail – Mon-
Fri-Full page - £9,000
Courier Main – Sat -
£5,990
£14,990
Google Marketing 1 year 40£ per month £40
Web Promotion 1 year £250 per month £250
Website Design One Time £1000 £1000
Total £23,540
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TASK 3
COVERED in PPT
CONCLUSION
In this report, it is concluded that marketing plays an important role in providing growth
to organisation in market. Marketing planning is important to analyse present situation and need
of improvement in business practices to attain growth. It has also adopted an effective
distribution channel which has enabled them to attract more and more customers in market.
Effective pricing policies are adopted by organisation. Marketing department of organisation has
target middle income group people and youngsters for marketing of their products and services.,
change in employment and employment legislation have also provided some influence on cost
and increase the expenditure of organisation.
17

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