Marketing Plan Development and Analysis

This assignment delves into the creation and analysis of a marketing plan. It provides various theoretical frameworks and practical examples from diverse industries like services, nonprofit, and digital advertising. The text emphasizes the importance of customer relationship management, fairness in marketing, and social media integration. Case studies and real-world scenarios are used to illustrate key concepts like perceived intrusiveness in digital advertising and strategic marketing problems.

MARKETING ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Task a) and b).........................................................................................................................1
Task c)....................................................................................................................................3
Task d) and e).........................................................................................................................5
TASK 2............................................................................................................................................7
Task 1) and 2).........................................................................................................................7
TASK 3..........................................................................................................................................10
Task 1) and 2).......................................................................................................................10
TASK 4..........................................................................................................................................13
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

Illustration Index
Illustration 1: Marketing plan.......................................................................................................11

INTRODUCTION
The marketing is an essential tool of business that is used extensively by various
organisations so that their products' sales volume can be enhanced in market. This function is
closely related with development of activities that can help in making products of a particular
company competitive so that the survival of specific firm can be maintained in a better way. The
marketing essentials include different functions that extends from assorted roles and
responsibilities of enterprise to other interrelated activities of business along with marketing
(Forshier, 2012). The present report is based on essentials of marketing where chosen
organisation is Coconut bliss. The cited organisation is a dessert company based in Eugene that
deals in different dairy products along with various range of other goods that are made with
ingredients of milk. The report will focus on different marketing tools and its roles in various
environment of business. Along with this, the marketing mix for two different companies will
help in finding out importance of mixes for firms. Finally, the report carries out a marketing plan
so that said enterprise can develop its activities accordingly. Thus, the whole report will be
focused on different tools of marketing and its key elements.
TASK 1
Task a) and b)
The marketing department of any organisation use to perform various responsibilities
according to which the department is entrusted to plan for enhancing revenue capacity of
business by increasing sales. For a small firm, the marketing department may consist of only one
person and in case of huge companies, this section may compose of marketing director, manager
and different executives (Bennett, 2010.). The size of firm does not differentiate the roles and
responsibilities of departments as in both cases the functions performed are similar like
advertisement, promotions, making customer relations and so on. In context of Coconut bliss
which is a small firm of total 11 employees, this role is performed by marketing manager so that
the company can be expanded successfully. In such scenario, assorted responsibilities of
manager will be as follows:
 Strategy: The marketing department is expected to design strategies for company which
can help to enhance the business scope in market. Apart from this, it also use to plan out
the strategies in a way so that both organisational goals and marketing function may
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relate with each other. The major effort in this area is laid on to increase the market share
of company or expand business in different sectors. This may be executed by planning
for new marketing tools like web based marketing, internet promotion, personal selling
etc. The coconut bliss firm made its all products much popular through greater
involvement of firm in social media practices (Jones and Rowley, 2011). Thus, the
manager formulates all plans that are highly profitable for making products of entity
popular. Besides this, the said firm also undertook various campaigning plans like event
sponsorships, in-store relationship building, tasting parties etc. to popularise its products.
 Market research: The market research is an essential work that all companies use to
execute. The research helps in correct identification of market segments where products
can be made more popular among all its customers. Thereby, the manager attempts to
grab various opportunities available in market and employ them according to current
needs of customers. The conducted researches also assist in understanding competitor's
strengths and weaknesses so that organisations can also plan their moves accordingly.
The mentioned enterprise use to develop a market researches so that it can identify more
number of target consumers (Papasolomou and Melanthiou, 2012). As the product in
which coconut bliss deals is for every segment and age of customers, yet it may help in
more systematic categorisation of clients so that positioning and distribution of goods can
be done effectively.
 Product development: The marketing department's next function is to carry out the
process of product development. The said process can be related to either development of
a new product or growth in existing ones as well. For this function, marketing department
of mentioned company use to coordinate with product development teams. The teams use
to assess demands and needs of customers in current situation so that new product can be
developed with features as per demand. Apart from this, the new feature can be integrated
in existing products as well which makes it easier to position goods in well manner with
some modifications. The whole information is passed by marketing department to
production teams so that they can make changes accordingly. Thus, a product is
developed with communication and coordination of both departments.
 Communication: The communication is an important aspect of business without which
no process can be accomplished in a proper way (Nguyen and Simkin, 2012). The
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communication is significant in both internal as well as external environment of business.
Through communication, marketing department arranges for communicating with
customers through campaigns or different tools and techniques. This may range from
sending mails, producing brochures for company, newsletters etc. For instance, the
Coconut bliss organisation undertook campaigning plan tasting parties. In this campaign,
firm hosted some guests and allowed them to freely communicate with owners along with
a sample of different flavours of ice cream. This helped in taking more support of local
customers and increasing their loyalty towards brand.
 Sales support: It is very necessary to work in cooperation for sales team and marketing
department. This is done through making better advertisements and sales promotion
activities which in return increases sales of company. The marketing department of cited
firm use to advertise their products along with feedback mechanism where customers can
post their feedback which may be useful for sales department (Desai, 2013). Apart from
this, they also encourage number of visitors for organisation by allowing different
facilities like newsletters and other information of company which helps in attracting
more clients and increasing sales. Thus, the marketing department put various efforts to
enhance sales and promotional activities of firm that directly affects sales of business.
Moreover, this also helps in efficient coordination between both departments to achieve
common goal.
 Events: The marketing department use to organise various events and campaigning
programmes that can help companies to provide assistance in popularising products. This
also includes display of products and giving samples so that the customers can have taste
of such products and make decision to buy it. For instance to enter in new market easily,
the cited venture took the help of sponsoring events where it sponsored booths which
helped in catering demands of target customers. Here, the company offered samples of
products along with fliers so that the local stores can be asked to sell products of Coconut
bliss. Thus, with the help of local booth holders, the said enterprise successfully entered
in new market (Mihart, 2012).
Task c)
The function of marketing is affected by its external and internal business environment as
both aspects are affect the organisations in various ways. To meet out all these effects, firms
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have to manage their marketing functions. Thus, all these operations can be divided into internal
and external parts as per the environment.
Internal environment
In order to manage activities of internal parts of business in Coconut Bliss, various roles
and responsibilities are performed by departments of said firm which are described as below:
 Top management: The top management consists of all senior managers and owners of
business who use to discuss important factors of organisation that can affect directly or
indirectly to company. In this regard, the owners and managers also help in taking final
decisions that are related to marketing plans (Quinton and Fennemore, 2013). This may
include decisions related to expansion, product distribution, budgets etc. they also play an
important role in implementation of final decisions.
 Finance and accounts: Finance department of said company is primarily entrusted to
manage and raise funds for business. Apart from this, the accounting departments use to
make analysis of its revenues and costs so that it can set budgets for important marketing
plans. With the help of marketing manager, this department set its budget so that
allocation of funds can be made for various activities of marketing like advertisement,
sales promotion, market researches etc.
 Research and development: The Coconut bliss company use to undertake research of
market so that it can determine customer segments that are more useful for the
positioning of products. This research is also done with the purpose of assessing moves
of competitors so that several decisions of setting prices, advertisement of products etc.
can be done (Roger, 2010). Through this research, the mentioned organisation tapped the
need of customers to have the taste of organic food which was provided by Coconut bliss
in all its products made with organic ingredients.
 Employees: The employees are the major part of organisation who use to perform all
instructed activities as per the top management. The number of workers are small in said
firm where they are allotted tasks related to sales, executing functions as per ordered by
seniors and also to work for meeting goals of company.
External environment
The external environment of business includes two main elements which are macro
environment and micro environment.
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Micro environment
 Market intermediaries: The market intermediaries include all middlemen who are
involved in different processes of marketing related to company. They help in promotion,
selling and distribution of products so that goods an be reached till final consumers in
proper way (Smith, 2011). In context of Coconut bliss, this role is played by local booths
and sellers who use to keep products of said company to sell it.
 Customers: The customers like individuals, householders, industrial customers etc. have
an impact on business. The functions of marketing are developed according to these
people where industrial customers use to act as intermediaries who buy products directly
from company and sell it to make profits.
Macro environment
 Demographic forces: The demographic factors include population, age, income, ethnicity
etc. where marketing manager use to make research and then make efforts to design
products so as to meet all these factors appropriately.
 Social factors: The social forces have an important impact on marketing activities. The
marketing department has to make its all functions in a way that can help in take the
support of society and its people (Thrassou and et.al., 2012). In this situation, said
company use to provide services that are of utility for customers and can provide
satisfaction to them.
Task d) and e)
To achieve the organisational objectives it is necessary for the companies to coordinate
activities of all departments with each other. For those organisations which are indulged in
offering products and services to customers, marketing is an important function for them.
According to Truong and Simmons, (2010). before making plans and strategies that are related
with marketing, it is necessary to give a considerable thought to its possible impact on customers
and their response as well. The Coconut bliss use to make an interrelationship between
marketing and all other departments of company. This helps in making all the related functions
to have a great impact on marketing efforts. This can be understood with the help of following
description:
 Marketing and finance: The finance department in mentioned enterprise use to execute
different works like analysis of cost, sales, budgets, and other figures of company.
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Besides this, various investment decisions are also taken by top management with the
advice of finance department after proper analysis of the projects. The marketing
department also have to take the advices of finance so as to make decisions regarding
advertisement, sales promotion, distribution, investment ion new product or service etc.
(West, Ford and Ibrahim, 2015) This is necessary to work on these functions with
assistance of finance as all these operations need a substantial amount of money. Any
wrong decision made in any of these functions may result in huge losses of company.
Therefore, marketing manager use to make various plans related to promotion,
advertisement, sales planning etc. so that an appropriate budget can be set. According to
this budget, allocation of expenses are done so that it can help in making right plan for
marketing.
 Marketing and production: To make efficient plans for production purpose, it is necessary
to have correct information regarding quality to be produced along with needs of
customers so that the wanted feature can be introduced in any product. This important
information is supplied by marketing department to production department. As per the
views of Potter, (2012) it is also necessary to keep into consideration various changes in
demands and other uncertain factors that an affect production aspect of company. The
said business venture use to produce all its desserts by using organic ingredients. This
need was assessed by marketing department by which the production process was
decided to meet the demands of customers. Thus, coordination between both departments
is necessary.
 Marketing and R&D: The research and development department plays a vital role in
marketing of products and services. In the views of Reijonen and Laukkanen, (2010) the
important researches carried out by the said department makes a base for all marketing
functions and helps in taking various important decisions of company. The R&D
department in mentioned enterprise use to make various efforts so that more information
can be acquired about customer's need and their choices. For instance, research
department assessed the prevailing marketing techniques adopted in market by various
companies like web based marketing. This information was passed by this department to
marketing section. Thus, they developed a plan and budget so that cited entity can also
enter in to increasing social media marketing.
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 Marketing and personnel: The personnel department refers to employees of organisation
who are very less in Coconut bliss. This makes the management of all workers much
easier. The marketing department use to coordinate the activities and instruct about it to
staff (Rust, Moorman and Bhalla, 2010). They are also told about the way according to
which, particular work is to be performed. This may include selling activities,
promotional works etc.
TASK 2
Task 1) and 2)
To achieve the over all objectives of the business Coconut Bliss has used the tools of
marketing mix to set the plans to reach and target the consumers. This has help the organisation
in many ways to grow which advocates to spread the name of the organisation. According to the
variety of elements of marketing mix the offer can be made to potential consumers. For setting
high brand name the organisation has focused on promotion and to increase the consumers it has
focused on price. There are seven key elements of marketing mix which the company has used to
achieve the major objectives of the organisation. These are as follows :
1. Product: To meet the expectations of customers the organisation develops the product
with right quantity and quality. the product is said to be perfect when consumer finds the
value in it (Sheth, 2011). What we think that a customer wants should not be provided
what the actual needs of the customer is to be satisfied. The organisation did the same
and was able to achieve the objective of product mix and found that friends and family
were also keen of the product offered by Coconut Bliss. Before purchasing the product
they allows the customers to taste the product. They also provide coupons to customers
as an incentive so the purchasing of the product can increase. While So Delicious UK
decide what to offer first to customer. The product is firstly taste by the staff member and
than it is delivered to customer. This organisation first develop the right product and then
find the right people to sale the product. They provide right quality at the right price to
brand the product. With the tangible product the product provide by the organisation also
has intangible qualities like good brand for dairy-free ice cream. They keep a regular
check on what the customer thinks about their product. What are the needs of customer
7

now and how they will change in future and what they are going to choose (Liu,
Kasturiratne and Moizer, 2012). Price: The customer will pay only when he thinks the product is worth according to the
price. This doesn't mean that offering the cheapest price for the product which will give
the wrong impact. For deciding the price of the product the firm focused on the
perspective of the consumers. Price decide the position of the firm in the market in
accordance with the price of the competitors. Better quality is provided when the
organisation charge more amount from customers. Without charging any price from the
customers Coconut bliss allows to taste the product and then they ask for purchasing the
product. However the price of product of So Delicious is competitive in the market for
competing the rivalries. When this organisation decide the price for their product they
think from the point of view of customer. As price decide where the organisation stands
in the market among the competitors main focus of So Delicious is on deciding the price
of the product deliver to the people (Mudie and Pirrie, 2012). If they charge more they
will provide better quality of products. They provide high quality packaging for their
product so that the price charge by them satisfy the customer. Their products are diverse
in nature and not the same so they charge accordingly. Place: The organisation decide the right place to provide the product at right time and in
the right quantity according to the price. The place where the product is provided must be
appropriate and convenient for customer. The distribution of product is done properly in
every market where the customers are more and according to the preference of the
customer the product is distributed. Displaying of the product at the right place is also
necessary for selling the product. Firstly the organisation used to sale the product to
couple's of home and local house parties. Whereas The distribution channel of the So
Delicious UK is very good which position their product to every customer at right time
and satisfy the wants of customer (Michaelidou, Siamagka and Christodoulides, 2011).
The organisation ask few questions to themselves and then decide the place to sale the
products. like do you need a good sales force to serve the product. what are the strategies
that can be applied to sale to product. the organisation also focus on the store house that it
should be near the public area so that they can provide the product according to the need
8

of customer. Selective and Exclusive distribution is chosen by So Delicious UK to reach
the customer. Promotion:The ways in which the firm communicates to people to sale their product is
done by production mix. it is done in many was like branding, advertising, through public
relation, through social media. When the product was sold in the parties the guest in the
parties allowed to meet the owner to taste more flavours as a sample that's how the
organisation starts promotion (Álvarez, Casielles and Martín, 2010). At the time of
festival the organisation starts sponsoring booths. the organisation starts the campaign of
finding the local stores which can sale the products of coconut bliss. However So
Delicious UK ha s done promotion through many websites to reach the potential
customer. They own their own websites for doing promotion and customer can go
through the websites to order any product and to know the quality of product . Promotion
of the organisation is very good which attract the potential customer as well as the
customer who don't know about them. They also focus on kids when doing advertising as
kids love deserts. People: People working in the organisation will have profound effect on the customers
so staff appointed by the organisation was very good. People who come into contact with
the existing customer are also focused by the organisation (Forshier, 2012). The owner
itself provided with the sample to people for taste to attract the people towards the
product and to promote the product among people. The product with best taste was
provided to people to attract them. Social websites was created so that people can see the
quality of product provided by coconut bliss. Whereas So Delicious UK target both
market and people directly. Through research they find out where the people are enough
and where the demand of product among people is high. They also focus on employees
training who supplies the product directly to the customer. For satisfaction of customer
they provide with help desk which helps the people who are facing issues related to the
products. Process: It involves the process through which the product is delivered to the customer,
how the product is delivered and who is selling the product is covered in the process mix.
So the person who is delivering the product satisfy the customer so that they can buy the
product for next time (Jones and Rowley, 2011). They also provided sample of the
9

product to the customer in the process so that they can choose according to their choice.
However, the process for producing the product of So delicious is very good execution of
the services and goods provided to customer is well maintained by the organisation.
Entire sales depends on the process of the organisation so the process of So Delicious
should be enhanced so that it can minimise the cost and increase the profit. Systematic
procedures and distribution ensure the effectiveness of the organisation. So delicious
focuses on the right process so as to earn good amount of profit by distributing the
product at the right place at the right time. for maintaining the process the staff of So
Delicious UK is well trained and focused. They know the value of good first impression
so their process for satisfying the customer is very good (Nguyen and Simkin, 2012). Physical Evidence: Choosing the product which the customer don't know about is
very risky for the company. showing the product is a good idea which is opt by the
organisation so that people can see and buy the product according to their choice. The
area where the product is sold must be clean and well develop because clean premises
attract the customer. Direct sale fun was done by the organisation so as to attract the
customer physically and then ask the feedback of the customer so as to know where they
stand. Whereas So Delicious UK is very good in UK because the presence and
establishment of this organisation is very good like for fast food the first name strike in
the mind is McDonald same is with So Delicious UK when thinking about desert first
name strike is So Delicious UK (Mihart, 2012). In the market the organisation is well
established and has given high competition to their competitors.
TASK 3
Task 1) and 2)
The marketing plan is based on different steps that are taken to achieve more number of
new customers along with retaining the existing ones. An effective marketing plan attempts to
use all tactics that can help in achieving goals of organisation by increasing sales of company.
The Coconut bliss can plan its marketing function in the following way so that the primary
objective of firm can be determined.
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 Situation analysis: The situation analysis for an organisation refers to assessing the
internal and external environment of business as per current scenario. This analysis
attempts to analyse the market environment by comparing products and services with
competitors' products so that it can be decided that how much value is provided by
company's products. This analysis can be done in deep by applying SWOT analysis
model:
Strength  The Coconut bliss company's major strength is its product which is
based on using organic ingredients in all desserts.
 Better use of techniques related to marketing such as sponsoring events,
advocating assistance and social media marketing (Quinton and
Fennemore, 2013).
 Good use of technique to make better relationship with customers and
distributors.
Weaknesses  The company is small in size with less number of employees and due to
increased competition, it is still not able to expand its market.
 The raw materials used in this business cannot be stored for a long time,
hence it becomes difficult to plan for inventories.
 The said company's business is completely based on positive response
11
Illustration 1: Marketing plan
(Source: Roger, 2010)

of customers and prevailing trends, failing to which, huge losses may
occur.
Opportunities  The target customer's segment is wide which makes it easier to
approach consumers (Smith, 2011).
 The increasing trend among consumers with different tastes in drinks
and desserts can be helpful for mentioned enterprise to come up with
new products.
 New ways of marketing efforts can help in getting more positive
response from customers.
Threats  Increased number of competitors in this industry makes difficult for
organisation to survive.
 Large number of legal formalities to be complied with like food and
safety standards which increases cost.
Besides this, there are some external factors that are also necessary to analyse so that the
overall condition of present market can be known:
 Social factors: It is necessary to know the trend between customers about the product so
that better decision can be taken for marketing of products (Truong and Simmons, 2010).
The mentioned company has the opportunities in the form of wide customers available to
position the product. Besides this, it is also necessary to know the attitude of consumers
in market towards specific product. This will help in bringing necessary modifications in
products.
 Competitors: The competitors of should be tracked continuously so that the product can
be offered with superior qualities. The major competitor of coconut bliss is 'So delicious'
company that is also existing in same industry with a large range of products. Hence, it is
necessary for coconut bliss to analyse various aspects of competitors in price, promotion
and processes of said rival (Potter, 2012).
 Legal forces: As the mentioned enterprise belongs to food based industry, it is very
important for the company to focus on different legal aspects like food and safety
standards, consumer protection rights etc.
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 Target customers: The second step is to achieve the market goals for company which is
based on targeting potential and existing customers. The segment of customers that can
be targeted by mentioned organisation is quite wide as all age of customers use to have
desserts. The prices of all products are also very affordable which makes the product
more consumable. The company is able to sell 99% of its products to all its targeted
customers.
 Marketing strategy: The major step of marketing includes the use of various tools and
techniques that can be utilised for enhancing opportunities for business (Rust, Moorman
and Bhalla, 2010). The Coconut bliss uses all major tools like advertisement through
different mediums of print, television, internet etc. Besides this, it also focuses on making
better customer relation by organising different campaigns where it gives free samples to
customers so that they can have the taste of flavours and can make buying decision.
 Budget making: The budget planning is very important part of marketing efforts. The
budgets are made to make systematic plan towards allocation of expenses on various
activities of marketing. In cited business organisation, the finances can be collected from
various sources so that all fields of said enterprise can be managed. The Coconut Bliss
has been able to double its revenue in recent years which shows that it is managing all
financial plans in well manner (Use These 5 Steps to Create a Marketing Plan, 2015).
 Implementation and control: The all above stated plans are necessary to be implemented
so that overall success can be achieved. For this, marketing manager should make efforts
to assess better control on activities and check for proper implementation of all planned
processes.
TASK 4
The coconut bliss can adopt the above mentioned procedure to have a better result and
beat its competitor. Apart from this, it is also necessary to link all the above processes with 7p's
of marketing mix as it may offer better shape to proposed marketing plan.
 Product: The product offered by mentioned enterprise is wide where all dairy products
and desserts are found. The uniqueness in product is ingredients that are organic. This
major uniqueness can be offered to public for encouraging them to consume it. Its all
other advantages can also be highlighted as it is more safer because of less ratio of
13

carbons. Thus, the company can match the product with external business environment
where demands of customers are fluctuating (Álvarez, Casielles and Martín, 2010).
 Price: The prices fixed by cited venture is quite competitive as it is affordable for all class
of high to lower level income people. Thus, it makes the product highly accessible by all
targeted consumers. Besides this, children can be offered with some special discounts and
premium offers on rates to attract them.
 Place: The products of mentioned enterprise is available in all stores and online as well
which makes the strategy of positioning the product in well manner. All desserts of firm
are available with all local distributors along with presence on websites. This makes it
more accessible while company can use more strategies like contacting distributors
beyond the boundaries of local country so that more expansion of services can be done
(Reijonen and Laukkanen, 2010).
 Promotion: The promotional tools used by cited venture are enormous which has given it
lots of positive advantages. This includes giving personal responses of mails that comes
from customers or other stakeholders. Apart from this, feedback mechanism can also be
developed so that more smoother contact can be established between customers and
business.
 People: The people aspect of said enterprise are less that is there less number of people
work in company. Therefore, organisation should always be ready to develop their
knowledge through training and development sessions. Besides this, their welfare
activities should also be maintained so that they can be provided with better job security
(Mudie and Pirrie, 2012).
 Process: The processes adopted by mentioned entity is more simpler and also convenient
to understand by its employees. The organisational structure is also very small which
makes it more easier to manage different processes of business.
 Physical evidence: The physical evidence present appearance of all products and stores
that should be attractive to draw attention of customers. Besides this, the website should
also be designed in a way that can capture attention of visitors with more information.
The website of said entity is well designed with videos entailing about different features
of its products and company (West, Ford and Ibrahim, 2015).
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CONCLUSION
The report on marketing essentials present different aspects of marketing that are used by
business ventures. The report has talked about Coconut Bliss company which is a dessert
producing firm based in Eugene. The said company use to apply various marketing functions like
research, promotions, advertisement in effective way due to which its has maintained a good
position in market. The comparison of marketing mixes with two different firms have been done
where strategies adopted by So delicious have been discussed. The final part of report is carried
out discussing about marketing plan for Coconut Bliss where it has also been linked with 7ps of
marketing mix to have a netter approach.
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