Project Report on Marketing Mix Process

MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Roles and responsibilities of marketing function.............................................................1
P2. Roles and responsibilities of marketing in wider organisational context.........................4
TASK 2............................................................................................................................................6
P3. Comparing the way different organisations apply marketing mix in marketing planning6
TASK 4............................................................................................................................................9
P4............................................................................................................................................9
Covered in PPT.......................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is the process which provides identity to company's products or services. It is
an important part of business activities that help to achieve target goals and objectives in the
most effective manner. The marketing provides existence in large market. It targets market and
customers in different categories. It helps to analyse the latest fashions and trends which attract
more buyers towards products or services. All the customers purchase those goods which are
famous for the quality, shape, size and colour that attract buyers in the marketplace (Cole,
Graves and Cipkowski, 2010). The external environment changes according to the customer’s
taste, preferences and choice that directly affects company's profit. Wilkinson is the largest
company in UK and it provides kitchen appliances, pet food, grocery products, etc. Company
focuses on to attracting new customers and provides innovative services or products in an
effective manner. Main purpose of this report is to manage or control plans and policies which
evaluate the performance of an organisation. In this project report, company understands the
marketing mix process to achieve goal and objectives. Further, strategic planning evaluates the
factors which affect organisational plans and schemes.
TASK 1
P1. Roles and responsibilities of marketing function
Marketing provides effective growth, procedures, schemes and market share. It help to
control and manage the employees in an effective manner. Marketing is backbone of every
organisation that run many external functions. It is the process which help to achieve long term
as well as short term goal within an organisation. It has to maintain internal and external
environment that control strategic activities. The marketing department responsibility is to
provide quality products, build good image, attracts potential customers towards their goods or
services. The elements of business planning is to evaluate aims, objectives, strategy, tactics that
help to achieve target goals. There are some roles and responsibilities of marketing functions are
discussed as under:
 Development of strategies- There are functions which manage or control by top
management that includes build new strategies, develop plans and policies, target market
or customers etc. Company should make strategies which help to achieve target goals
and objectives in an effective manner (Dibb and Simkin, 2013). Wilkinson analyse
1

internal and external environment which help in making new strategies which attracts
more customers. The company identify growth in student sector by using research
method. It need to develop strategy for increase in growth in the market. It is an
important role of marketing department to build new design of plans and policies which
identify the better performance of an employee in an effective manner. Strategy should
be flexible for implement on new technology and techniques which provides training to
their workers (Farndale, Scullion and Sparrow, 2010). Then if strategy is flexible so they
can easy to mould the techniques for need of internal and external environment.
 Management information system- It is an important system which provides necessary
information related to customers demand and wants that help the company to perform
better and take accurate decision making. Wilkinson manage their information system in
an effective manner that help to know the customers detail which provides necessary
information such as preferences, taste, choice, quality products etc.
 Fix the Price- The company aim is to produce products and then fix its price which is
used in different strategies. Wilkinson make some rules and regulations which maintain
prices of their products. Its aim is to provide goods to their customers that are attracted in
the marketplace.
 Distribution of products- It is an important factor of marketing function which help to
distribute various types of products and services in the market. Wilkinson deal with
different types of goods which help to attracts large number of customers. The company
should distribute desired products or services to their selected customers who need goods
for use in efficient way. All the employees search different types of products which
should distribute in the segmenting market.
 Control Finance- Finance is important for run marketing activities and functions which
help to develop plans and strategies in an organisation. It is that element which establish
growth and development in the market. Company should control finance for effective
use of amount which implement strategies in efficient manner (Dibb and Simkin, 2013).
Wilkinson need to manage finance by preparing budgets, accounting, book keeping etc.
that perform through finance department of the company.
 Sale desired products- Wilkinson main aim is to sell demanded products and services
which help to attracts more customers towards their new goods. It is important to sale
2