Report on Types of Marketing Elements in Appy Foods, UK

MARKETING
PRINCIPLES

TABLE OF CONTENTS
INTRODUCTION................................................................................................................................3
TASK1..................................................................................................................................................3
TASK 2.................................................................................................................................................4
TASK 3.................................................................................................................................................6
CONCLUSION....................................................................................................................................9

INTRODUCTION
Marketing principles or strategies are the activities involved in the process of transferring
goods and commodities from manufacturers to sellers and finally to the buyers. Principles include
activities related to advertising and selling so as to successfully carry out marketing of different
goods in the market (Jobber and Ellis-Chadwick, 2012). They can also be referred as a branch of
business which deals with buying and selling of goods by making appropriate transactions
(Armstrong, 2014). Marketing principles are generated for effective merchandising of commodities
which thereby aids in satisfying customers need (Sheth and Sisodia, 2015). Different business
organisations follow variety of marketing principle to meet demands of general public (Parker and
et.al., 2011). Marketing principles helps in increasing and enhancing market performance of the
organization by launching new products or by promoting the existing products (French, 2010).
This report will mainly focus on different types of marketing elements in Appy Foods, UK.
The cited firm provides several ranges of healthy food and drinks. Further, it also includes
advantages and disadvantages of marketing orientation. The study will emphasize on different
macro and micro environment that are responsible for influencing marketing decisions in Appy
Foods. A targeting strategy will also be implemented to promote different types of products in the
organisation.
TASK1
1.1 Various elements of the marketing process in Appy Foods
Different business organisations follow various strategies to enhance their growth and
reputation in the market. Activities such as advertising, selling, purchasing and transporting or
delivering products and commodities from one place to another are included in marketing process in
Appy Foods (Nwankwo and Gbadamosi, 2010). The main responsibility of this organisation is to
identify and meet demands and wants of the customers so that the products and services are
provided according to the taste and preference of the consumers (Jobber and Ellis-Chadwick, 2012).
Type of marketing processes adopted in Appy Foods play a very important role in increasing or
decreasing the sales of the company. It is important for the company to analyse the environment
because it helps in identifying customers’ expectations related to the organisation (Smith, 2014).
To identify and meet the expectations of general public, Appy Foods has conducted different
types of research study for better understanding the environment of market. For effective marketing
procedures, the company undertakes the process of segmentation which is based on dividing larger
company groups into smaller sectors (Parker and et.al., 2011). Segmentation process can be of
various types such as demographic, psycho-graphic, geographical and behavioural patterns. After

the process of segmentation, larger or smaller segments are selected to target different employees.
These segments are examined with the help of pre-determined statistical data prepared by the
organisation (Solomon, 2014). After evaluating with the help of statistical and empirical data, these
segments are selected to provide profitability in different sectors of Appy Foods organisation.
1.2 Benefits and costs of a marketing orientation for Appy Foods.
Marketing orientation is undertaking the activities as per expectations and demands of
consumers (Bose, 2010). Marketing orientations provides benefits to Appy Foods by helping the
company in developing various strategies as per the needs and requirements of consumers. In the
long run, the concept of marketing orientation can aid in increasing growth and demand in the
current market. It may further aid Appy foods to provide best quality food services to its customers
so that they can meet the expectations accordingly (Henley, Raffin and Caemmerer, 2011).
However, it can be further said that marketing orientation for Appy Foods has some drawbacks as
well. Appy foods are required to carry out intense market research which may increase the cost of
company in the long run. The company is further required to appoint personnel for closely
examining the purchasing behaviour of different types of customers (Abdullah and Ismail Ahmad,
2010).
TASK 2
2.1 Both macro and micro environmental factors
It is very important for cited the firm to analyse both type of environment. In this context, PEST
analysis tool is used to evaluate the macro environment of Appy foods such as:
 Political factor- The changes in policies of government and inflation factor may lower down
the sakes sales revenue of Appy food (Jobber and Ellis-Chadwick, 2012). In this regard,
Appy food's is required to plan strategies which can aid in maintaining the overall sales
revenue (Wedel and Kamakura, 2012).
 Economical factor- This factor includes tax rates, exchange rates and policies such as fiscal
and monetary also gives a huge impact on the company's sale and productivity (Sheth and
Sisodia, 2015). Appy foods are thus required to keep themselves prepared in case of any
downturn takes place in the economy in terms of inflation. It must also keep a financial
reserve separately so as to manage the fluctuations taking place in the economy (Nicholson
and Oliphant, 2014).
 Social factor- This factor includes few variables such as social class, income, religion and
lifestyle of customers which influence and motivate the company to produce high quality