Report On MARS - Effective Marketing Management

Added on - Feb 2020

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MARKETINGMANAGEMENT
Table of ContentsINTRODUCTION...........................................................................................................................1Part 1................................................................................................................................................11. 1 Definition of marketing.......................................................................................................11.2 Marketing philosophies and concept....................................................................................21.3 Strength of Organisation Approach to Marketing.................................................................4Part 2................................................................................................................................................42.1 Confectionary Industry-Dynamics and Trends.....................................................................4Part 3................................................................................................................................................9Conclusion.....................................................................................................................................11REFERENCES..............................................................................................................................13
Illustration IndexIllustration 1: Pestle analysis..........................................................................................................9Illustration 2: 7 p's marketing mix.................................................................................................14
INTRODUCTIONFocussing on the practical applications of market-orientation, techniques and methodswithin enterprises and organization, along with managing marketing-resources of firm is termedas the marketing-management (Bakerand Parkinson, 2016). The discipline of organization isused as a tool for focussing on these various aspects. For increasing the customer base, changingthe opinions of customers about the firm's products and enhancing the perceived value ofcompany as well, effective marketing management plays an important role.The report is in context with Mars which is a global manufacturer of confectionery, petfoods and various other types of food products. It is an American based organization famous forits products such as Mars bars, Milky Way, M&M's, Skittles, Snickers and Twix. They producesome non-confectionery snacks as well. It is considered as the top Large FMCG Companyamong UK's best workplaces. It is ranked as the 13thbest workplace among the Great Place toWork in UK. The report throws light upon the ways in which effective marketing managementcan lead to enhancement of the cited organization.Part 11. 1 Definition of marketingMarketing is an organizational function along with this they are having a philosophy ofbusiness and a set of different processes so that they can create, communicate and deliver thevalue to consumers. Along with this it helps in providing proper satisfaction to consumers. It is amanaging proves which are responsible for identify and anticipate the requirements of consumersand fulfill them so that they improve their profitability. Marketing management is the art as wellas science of choosing the target market and keeping and growing consumers by creating,delivering along with the communicating to the superior consumer value. There are threedifferent concepts of marketing which can be used by MARS. Marketing is a consumer orientedprocess (Hollensen, 2015). Along with this they have to do proper marketing activities and theseactivities should be proper co-ordination so that MARS can improve the sales and attainobjective leads to profit maximisation. Marketing orientation is a business model which focuseson delivering products and services and these merchandise are designed according to consumerneeds, desires and requirements so that they can make the production efficiently and effectively.
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