Concept of Marketing : Assignment

Portfolio

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
Overview of research..............................................................................................................1
Background of research..........................................................................................................1
Aim.........................................................................................................................................2
Research Objectives...............................................................................................................2
Research Questions................................................................................................................2
Significance of the research....................................................................................................3
Rationale of the research........................................................................................................3
Summary of chapter...............................................................................................................3
CHAPTER 2: CONCEPTUAL ANALYSIS & LITERATURE REVIEW....................................4
Concept of marketing and its different activities...................................................................4
Benefits of marketing for retail industry in UAE...................................................................7
Measures that are used by retail: industry in attaining competitive edge at marketplace...10
Potential influence of marketing activities to gaining competitive advantage in context of
UAE retail industry...............................................................................................................11
Summary of chapter.............................................................................................................14
CHAPTER 3: METHODOLOGY.................................................................................................15
Research methods.................................................................................................................15
Research Philosophy............................................................................................................16
Research approaches............................................................................................................16
Sampling...............................................................................................................................18
Ethical considerations...........................................................................................................18
Validity and Reliability........................................................................................................19
RESOURCES TO PRIMARY AND SECONDARY DATA........................................................19
DATA COLLECTION.........................................................................................................19
Summary of Chapter.............................................................................................................20
Project schedule.............................................................................................................................20
CHAPTER 4: RESULTS, ANALYSIS & DISCUSSION............................................................22
CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................59

Reflection.............................................................................................................................59
Recommendation..................................................................................................................60
Conclusion............................................................................................................................61
REFERNCES.................................................................................................................................63
.......................................................................................................................................................65

TOPIC:
"To analyse the effectiveness of marketing activities and it's impact on achieving
competitive advantage in the market."
CHAPTER 1: INTRODUCTION
This is first chapter of dissertation which include discussion on the overview of the topic,
rationale of study, research aim and objectives and significance of study. The chapter will be
understanding actual concept of the research due to which it is being conducted by the
investigator.
Overview of research
Marketing refers to activities of firm which are related with purchasing as well as selling
service or product. It is process of business developing relationships with as well as satisfying
consumers. It is business or action of selling and promoting services consisting advertising or
market research (Rahimnia and Hassanzadeh, 2013). It is a management process that is
responsible for determining, anticipating and also satisfying the requirements of customers.
People who works in marketing departments in any firms tries to grab attention of the targeted
audiences. This helps them in finalising packaging design, media exposure, slogans and celerity
endorsements. With the help of using effective promotion techniques, firm can attract large
number of consumers. In addition to this, it is a responsibility of firm to determine needs as well
as demands of customers and try to fulfil them in an effective manner.
Background of research
Marketing is defined as the process of interacting with potential consumers in order to
deliver the offered product and services. It consists of investigation, promotion, selling and also
distributing the services or products. Under this, marketing is depend on the thinking regarding
business in context to needs and satisfaction level of consumers. If firm is able to provide the
services on the basis of requirements of consumers then it will help in attaining competitive
benefits at market place (Banerjee, 2017). Marketing is an action of do promotion and selling of
products with the help of market research along with advertising. In context to this, it entails the
product development, conduct market investigation, distribution of product, public relation etc.
United Arab Emirates is Arabian Peninsula nation along with Persian Gulf. In UAE, retail rates
were far from remarkable enhanced seen decade ago (Soteriades, 2012). This country is
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preferred destinations for international retail players in Middle East countries. In addition to this,
backed through high expatriate population number along with high customer base, retail
industry of UAE is developing. From the past few years, retail sector of UAE country has been
strong developed.
Aim
The aim of this investigation is "To analyse the effectiveness of marketing activities and
it's impact on achieving competitive advantage in the market." A study on Retail industry of
UAE.
Research Objectives
 To understand concept of marketing and its different activities.
 To identify benefits of marketing for retail industry in UAE.
 To determine measures that are used by retail industry for attaining competitive edge at
marketplace.
 To ascertain potential influence of marketing activities in gaining competitive advantage
in context of UAE retail industry.
Research Questions
 Describe the concept of marketing and its different activities.
 What are benefits of marketing for retail industry in UAE ?
 What are different measures that are used by retail industry in attaining competitive edge
at marketplace ?
 What are potential influence of marketing activities to gaining competitive advantage in
context of UAE retail industry ?
Under this, aims and objectives provides are related to specific subject area which need to
be address in this research. In the literature part, all objectives will need to be address with the
proper solutions in an effective manner. Through research methodology, data and information
can be collected that can provide appropriate and detailed information about specific subject
area.
Significance of the research
The present research mainly emphasis on effectiveness of marketing activities and it's
impact on achieving competitive advantage in the market. This research will provide deep
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knowledge on the retail industry of UAE and role of marketing activities in gaining competitive
advantage at market place. This study will also identify upcoming trends raising in the market
which can be used by them as opportunity. The research will also helps retail industry in
understanding actual requirements of customers (Lidstone and MacLennan, 2017). As a result,
they will easily be able to produce products according to the requirement of customers and
maximise their sales ratio. The another significance of this research states that it will provide
new approaches to retail industry by which they can improve their relationship with customers
and enhance its sustainability level at market place. It will also provide knowledge to
organisation belonging to retail industry about effectiveness of marketing activities in giving stiff
competition to competitor and gaining competitive advantages.
Rationale of the research
The main purpose of this research on retail industry to analyse actual role of marketing
activity in spreading awareness of the product at market place. It will also help organisation in
accessing different opportunities which are available at market place and can only be grabbed by
conducting correct market research. This research will also help companies in understanding
benefits of marketing activities for the retail industry of UAE and how they are helpful for
businesses in gaining competitive advantages. It will also help in identifying different measures
which can be used by retail industry in gaining competitive advantages. It can be said that
competition in retail industry is increasing day by day which is creating huge complexity for
organisation to survive in the same industry without any issue (Bai and Chang, 2015). Therefore,
with this research, retail industry can improve its sales performance as well as overall growth of
the industry.
Summary of chapter
In this section, introduction of the overall research project have been discussed. It has
also covered main purpose of the research and its importance for the companies belonging to
this sector in gaining competitive advantage. The next section of this research project will going
to cover literature review.
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CHAPTER 2: CONCEPTUAL ANALYSIS & LITERATURE REVIEW
An investigator requires to conduct an in- depth review of the information that is
published through using the secondary sources. It is conducted by using the secondary sources
such as books, articles, magazines etc. and also considering opinions of authors or writers.
Concept of marketing and its different activities
As per the thoughts of Erevelles, Fukawa and Swayne, (2016), concept of marketing can
be seen as the strategy which is being implemented by the companies for satisfying needs and
demand of customers, increasing sales ratio of the companies for maximising heir profitability.
The concept is also being used by the organisation sustaining longer at the market place by
gaining competitive advantage. It has been analysed that marketing is considered as the best
approach provides solutions to the company related to decline of sales, lack of customers support
etc. Thus, it can be said that if companies wants to sustain longer at market place then they
should go for good marketing act9ivies which are less in cost and contributes in raising their
profitability level at high. It has been analysed that marketing was quiet different in the past
years but with the changing time, it is being at every new day. As per evaluation, it has been
realised that during the earlier times, marketing was generally performed through face to face
interaction. Here, marketing team of companies were generally involved in spreading awareness
about the product and services to customers by showing practical sample of their packaging,
usage etc. But with the changing scenario, there have been major modifications with the
introduction of many new methods. This modification was done in the form of print media. In
this marketing team usually print information related to their products on newspaper in the form
of advertisement and after printing it, they used to distribute it into bulk. This has raised sales
level of the company as they are now able approach maximum number of people (Baker, 2016).
This has been further modified in the form of technology as marketing is now completely
revolving around technology. Now a days, modern methods of marketing is very effective as it
owns capability of reaching maximum number of people with helps of technology. It includes
advertisement through the television, social media, print media, etc. Therefore, it can be said that
advance form of marketing have improved access of companies over customers which have
contributed in upgrading their sales as well as profitability ratio.
The concept of marketing states that firms should firstly assess requirements of its
consumers. On the basis of opinion of Thimmesch (2019); it has been said that marketing is a
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strategy that organisations execute for satisfying the requirements of consumers, enhance sales,
raise profit level and compete with its strongest competitors. In addition to this, marketing
department tries to design the effective strategies for develop profitable and also strong
relationship with customers. Under this, there are different marketing activities mention below:
Selection of product- Under this, it is a main marketing related activity and producer
listen the consumers and also prospects before making decisions related to service or products,
before production, companies conduct an investigation, determine competitors, existing products
etc. It is necessary that product should be according to needs of consumers so that they can be
satisfied from this (Buhalis and Foerste, 2015).
Promotional activities- Developing the demands of consumers for product is a main key
to selling. In order to aware people about services or products, attractive promotion is necessary
by considering the specification about products (Amel and Hayat, 2016). On the other hand,
there are different ways by which company can promote its products for an instance social
media, banners, print media etc. These ways simply helps an organisation in maximising their
awareness about their products among customers. It has been evaluated that earlier specified
promotional activities helps business organisation in reaching their potential customers who
could buy their products at regular basis and generate profits for the company.
Market research: Marketing team of every company have to conduct an effective
market research so that they could analyse market situation. This helps the company in
understanding actual requirement of the market as well as customers so that they could produce
an effective product as the need. It has been evaluated that this marketing activity also guides
company about the developing opportunity at market place which could be grabbed by them.
These identified opportunities could be further used by them at the time of expansion. But, as per
the thoughts of Hao and Song, (2016) McDonald, M. and Wilson, H., 2016. it has been analysed
that excessive market research is time consuming process. It also misguides marketing team
because they are now focusing on other opportunity which can give them additional benefits.
While doing this, their mind as well as efforts diverts from actual objective for which they have
conducted market research. It ultimately reduces their attention from single product as a result,
this might become a big reason for the failure of their existing product at market place.
Selecting distribution channel: It is the another important activity which is being
performed by marketing team of the business organisation. It is essential for marketing team to
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