Plan Marketing Mixes for Vodafone UK : Report
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Added on 2020-01-16
Plan Marketing Mixes for Vodafone UK : Report
Added on 2020-01-16
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Marketing Principles1
ContentsIntroduction......................................................................................................................................2Task 1...............................................................................................................................................31.1 Explain the various elements of the marketing process.....................................................31.2 Evaluate the benefits and costs of a marketing orientation for a selected organization....3Task 2...............................................................................................................................................52.1 Show macro and micro environmental factors which influence marketing decisions......52.2 Propose segmentation criteria to be used for the products in different markets................52.3 Chose a targeting strategy for a selected product or service.................................................62.4 Demonstrate how buyer behaviour affects the marketing activities in different buyingsituations..................................................................................................................................62.5 Propose new positioning for as selected product/services.................................................7Task 3...............................................................................................................................................83.1 Explaining how products are developed to sustain competitive advantage......................83.2 Explaining how distribution is arranged to provide customer convenience......................83.3 Explaining how prices are set to reflect an organization’s objectives and marketconditions.................................................................................................................................93.4 Illustrating how promotional activity is integrated to achieve marketing objectives........9Task 4.............................................................................................................................................11Presentation................................................................................................................................112
4.1 Plan marketing mixes for two different segments in consumer markets for VodafoneUK. Your plan should set out and communicate clearly what is to be done.........................114.2 Illustratedifferences in marketing products and services to businesses rather thanconsumers for Vodafone UK. Use examples to illustrate your points..................................134.3Show how and why international marketing differs from domestic marketing in the caseof Vodafone UK....................................................................................................................14Conclusion.....................................................................................................................................17References......................................................................................................................................183
Introduction This assignment related to marketing principles. The marketing principles are the elements of themarketing which completes the marketing process for the company. In this assignment variedcomponents of the procedure that is related to the marketing. In the report, cost and advantagesof market orientation are also explained. This assignment studies the various elements of themarketing process and explains the benefits and the cost of market orientation. It also shows themicro and macro environmental factors which impact the decisions of marketing in a company.This report on marketing principles provides the study of segmentation and the targetingstrategy. Positioning strategy of the company is discussed in the report. The importance ofsustained competitive advantage for the company, the distribution arrangement for customerconvenience are studied in this report and the pricing strategy according to market conditions andthe organization objectives are understood in this report. The marketing principles and themarketing mix are discussed in this.The aim of the report or to prepare this assignment is to make understand the marketingprinciples and the different strategies a company should consider while performing the marketingactivities in the market.4
Task 11.1 Marketing process componentsMarketing is the one of the main activity that is performed by the business firm to generate salesin the business. For providing maximum customer satisfaction organization should consideroffering quality products and improved services. There are four main components of themarketing process and same are explained beneath:1.Environmental scanning- Most of the business firms do scanning of the environment inorder to identify the needs and wants of the customers (Baumgartner and Weijters, 2017).This is done with the view of benefiting with the maximum customer satisfaction byoffering them the quality product and the services. 2.Segmentation- After environmental scanning the segmentation takes place in themarketing process. Segmentation divides the group of people in the different segmentsaccording to the by considering similar characteristics that individual have. There arevaried factors on the basis of which segmentation is done like demographic factors etc.3.Targeting- After segmenting market the marketing process includes the targeting processunder which target customers are identified from the market and products are producedaccording to the specific customers’ needs.4.Positioning- Positioning refers to the strategy that is followed to create a specific imageof the firm among the customers (Gordon, Carrigan and Hastings, 2011). Under this onthe basis of USP or unique selling proposition product is advertised in the market. 1.2 Market orientation cost and positive factors for a selected organization.Market orientation is the business technique of serving the customers according to thecustomers’ demands instead of whatever the organization is planning to offer or produce. Themarket orientation aims to provide customers maximum satisfaction by the offered products andthe services. Market orientation consists of the different activities such as production etc. Inorder to serve customers in better way it is important to develop broad understanding about them(Gordon, Carrigan and Hastings, 2011). In order to maintain quality of finished productsVolkswagen use best spare parts in its cars. For promoting the products of firm to the maximum5
people it is necessary for the firm to produce high quality of products at the workplace. The firmalso obtain advantages of market orientation when it introduce new product in the market. Newproduct is developed after doing market research. Hence, there is low risk in new productdevelopment. The market orientation provides with the benefits or the advantage to the companyin providing the finished items as per customer’s desire in the market.Task 22.1 Environmental impact on the firm marketing decisionsIn the current report automobile sector is taken in to account and out of same Volkswagen isselected for research. The micro and the macro environmental factors impact the companyVolkswagen. The micro environmental factors are legal factors, social factors, economic factors,cultural factors, political factors and technological factors. Major macro environmentcomponents which heavily affects the marketing decisions are legal and economic factors. It isnot possible to control these factors and negative change in them put a very bad impact on thefirm marketing decisions (Hair Jr. and Lukas, 2014). Vodafone is planning to attract vast numberof customers during Christmas and New Year. By doing so it intends to escalate its sales revenuein the business.There are few micro environment components have impact on the decisions. Some of thesefactors are consumers and suppliers etc. Less innovation in the product and the maximumcomfort and the competing products of the competitors already positioned in the market have itseffect on the Volkswagen. Customer is the entity which have a very huge impact on the firmbusiness profit and marketing campaign because it is very important to present product withfeatures before them that they want to see in same (Padon, Maloney and Cappella, 2017). Toprovide better customer satisfaction and the meeting the needs of customers the company shouldprovide the products and the services according to the needs and wants of the customers and theresearch done by the company.6
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