Marketing and Promotion Strategies

The provided text is a collection of references related to marketing, including textbooks, journals, and online resources. It covers topics such as marketing theory, patient education, healthcare marketing, competitive marketing strategies, marketing essentials, vocabulary thresholds for EFL learners, supply chain management, data-driven marketing, entrepreneurial marketing, integrated marketing communication, fairness quality, game development essentials, green marketing, social media, and services marketing. The text also includes a reference to an online resource explaining the marketing mix 4P's and 7P's.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION................................................................................................................................1
TASK 1..............................................................................................................................................1
P1. Roles and responsibilities of marketing department............................................................................1
P2 Roles and responsibilities of marketing relate to organisational context...................................................4
TASK 2..............................................................................................................................................5
P3 Various organisations apply marketing mix to the marketing planning.....................................................5
TASK 3..............................................................................................................................................8
P4 Basic marketing plan.....................................................................................................................8
CONCLUSION..................................................................................................................................12
REFERENCES..................................................................................................................................13

INTRODUCTION
Marketing activities plays key role in building strong relationship and effective
communication with target customer. The primary duty of management of any company is to
adopt various marketing approaches that contribute significantly towards attain long term
sustainability in the marketplace. With the help of marketing, firms are able to determine
unfulfilled desire and needs of potential buyers and take necessary steps for fulfilling the same. It
define company activities mainly related with advertising, buying, sailing or distributing a
product or service. The main objective of every business entity is to satisfy the diverse needs and
wants of target consumer and for achieving this in an appropriate manner, company uses
marketing tool (Baker and Saren, 2016). The chosen organization for this report is IKEA which
is a leading multinational group that chiefly deals in designing and selling ready to assemble
furniture, home accessories and kitchen appliances. The main purpose of this report is to identify
roles and responsibilities off different marketing function, how marketing function is inter-
related with other functional department of organization. Additionally, it also covers marketing
mix of two different organization and marketing plan of selected association for the coming
period.
TASK 1
P1. Roles and responsibilities of marketing department
Overview of IKEA
In 1943, Sweden was the place where IKEA's first store was launched where company
started selling products and services to consumers. From then this firm has achieved many
awards and made or generated high revenue which has helped them in having world's largest
workforce from all other business firms who are doing business at international level. It has been
located that this organisation mostly does two works and these are: designing and selling of the
products that company made to sell them s that consumers can fulfil their needs and
requirements (Bastable, S.B., 2016). This retailer mostly deals in furniture, home accessories and
kitchen appliances and has awarded as world's largest retailer in furniture sector. Along with this,
business firm also believes in bringing in innovation in their produces that they are offering so
that to grab good position at marketplace of United Kingdom and in other countries as well. In
the year of 2016, revenue which was generated by IKEA was €35.074 billion and carried around

€53.967 billion as value of asset of this organisation. But, if this firm needs to maintain
sustainability strong it is must for this organisation to keep on making modifications with the
help of marketing department of IKEA.
Marketing
The concept of marketing can be defined as an art and science of exploring, satisfying,
developing and delivering high value to satisfy the diverse requirement of a target market or
customer at a profit. According to the American Marketing Association " it refers to the set of
processes, activity and Institution for creating, delivering, communicating and exchanging
offering that creates value for buyers, society and clients at large. Basically, it define the manner
by which company engage or connect themselves with customer so as to sell their goods or
services. It's also help in building strong relationship with customer's overtime. In today's era,
where nothing is constant not even the likes and dislikes of consumer. Therefore it become
essential for association to keep aa constant eye on latest trend or choices of customers so that
they can modify their product or services accordingly. One of the important element of
marketing is related with promotion and its various channels. The main aim of organization is to
earn maximum profit by selling their goods and services and for achieving this they are required
to offer their product to such customer who actually needs it (Desai, 2013). With the help of
marketing function, firm can easily create value for their product and as a result customer gets
instantly attracted towards such goods or services that creates value for their money.
Development of marketing concept: Marketing concept is developed in order to attract
more and more customers in a speculated period of time as it includes strategies and plan of
action which company can follow for better growth at market area. This includes five concept i.e.
production, product, selling, societal and marketing concept as well.
Marketing process: This mainly consist of 5 components which are given below so as to
understand it in a better manner:
 Understanding of market areas along with the customer's needs and wants. Marketing
offerings are taken into consideration as in this consumers look out for products, services
and facilities that are provided by company so as to identify whether these are according
to choices and preferences. In addition to this, marketing myopia is also considered in
this company majorly focus on needs of existing customers so that they cannot loose their

loyalty. Market and exchange is also included in this as both give a perspective of market
area where company is operating its business.
 Design a customer-driven marketing strategy helps company in identifying potential
customers from where they can gain maximum benefits. This assist firm in analyzing
what commodities are needed by them. Further marketing segmentation which aid
company in dividing market into various segments as per customers whereas target
marketing comes after this.
 Construction of integration marketing program that deliver superior value and for this, a
proper plan is being made which includes marketing mix which is a set of tools which is
further used for making strategies. In addition to this, integrated marketing program
which assist company in delivering goods that are required by customers.
 Building up profitable relationship and create customer delight as it helps company in
increasing its sales and profitability in speculated time frame.
On the other hand, it has been examined that marketing department majorly consist with
4Ps and these are given beneath:
 Per current trends and requirements of users that are present in the market plays an
important role in modifying or manufacturing products of a company.
 Buying behaviour of customers may put both positive and negative impact on profit
margins therefore, it is required for firm to set prices of a product in the way where rich,
poor and moderate people can buy easily.
Roles and responsibilities of marketing department
Some of responsibilities of marketing department are given below:
Product: Development of a product is being done in an appropriate manner if marketing
department helps operation department through delivering the information of all the current
trends or perceptions of consumers (Dibb and Simkin, 2013). IKEA manufactures various sort of
products like home fittings, kitchen appliances and many more where this organisation mainly
focuses on furniture based products.
Pricing: Another element which stays connected to marketing department of IKEA
where perspective which has coordinate negative or positive effect over the deals and income
figures of association. It is the duty of the promoting administrator of IKEA is to evaluate the
estimating strategies of their rivals and the purchasing limit of the distinctive portion of

society. This will enhance their understanding fixes such costs which aid the way toward
accomplishing high position in advertise. At introduce, the valuing strategy which is received
by IKEA for their items is reasonable in nature and in the financial plan of clients.
Promotion: Advertisement plays vital role in modern era when a company is looking
forward to deliver information of products and services that are being made by them.
Promotion of goods can be done through many mass media. But, it is required for manager of
IKEA to locate techniques that are being used by their rivals and select the best so that to
gain competitive advantages at marketplace of whole world. With the help of this, firm can
grab attention of consumers in ample number and can expect high rate of return on all the
investments which has been done by them in order to enhance sales of existing or new
products.
P2 Roles and responsibilities of marketing relate to organisational context
In modern world, every single organisation looks forward to have their marketing department
strong as all innovation and commercialisation related to products and services can be brought in
the company properly (Hugos, M.H., 2011). Along with this, marketing section of an
organisation helps in many ways like making strategies in order to give rivalry to competitors or
it may also aid in selecting the best approach of doing promotion of goods and services that are
being offered by them to consumers. With the help of this, company can expect high sales along
with profit at the same time. But, it is mandatory for this department to stay connected with other
sections of affirm in order to develop appropriate strategies and in this context some of
correlation among different departments are given beneath:
Marketing with operating: It is mandatory for IKEA's marketing and operating manager
to have good relation in between them so that all the current trends at market can be understood
really very well and through this modifications can be made among products and services that
company is offering to its consumers. On the other hand, failure in any of these may lead IKEA
to face many sort of losses which may put impact on their reputation at both international and
domestic market.
Marketing with research and development department: Research and development
department of IKEA stays much effective all the time and does investigation and try to improve
their strategies in order to deliver products and services to consumers in an appropriate manner.

Therefore, it is very much required for marketing department to deliver all the information to
manager of R & D section of IKEA which directly helps them in giving competition to rivals.
Marketing with HR department: IKEA comes under one of largest company of United
Kingdom that do business in all over world (Jones, and Rowley, 2011).
). Under IKEA it has been analysed that HR department plays an important role when it
comes to recruiting high end talented employees that may aid firm in hitting targets in short
period of time then it was expected. In context to correlation of HR department and marketing it
has been located that if marketing section is making proper strategy then it is may be possible
that HR department have to develop T & D development program so that to enhance their skills
and knowledge of employees and make them much effective in nature at workplace.
Marketing with finance department: Finance and marketing department should have
proper relation as funds are only being provided by finance department if marketing section will
develop appropriate strategy and to implement it. Manager of finance department passes the
budget of a task in order to attain goals of company in right on time and keeps an eye on all the
excessive expenses that has been created by task and try to make alterations in it so that company
do not face any sort of losses. Strong bonding among manager of both of these department may
aid firm in hitting their desired goals and objectives right on time.
TASK 2
P3 Various organisations apply marketing mix to the marketing planning
Marketing mix can be understood as a tool that plays a vital role when a company looks forward
to enhance its growth rate at domestic or at international business market. Marketing manager is
the person who develops a proper plan in order to enhance both profitability and productivity of
products and services that company is offering. This can be done through many ways and the
moment best sort of strategy is to advertise goods on online websites. Along with this it has been
located that if a business manager of marketing department makes wrong decision it is possible
that firm directly affects profit margins. On the other hand, targeting consumers are also being
set by this department through analysing the needs and wants of consumers that they are looking
for (The Marketing Mix 4P's and 7P's Explained, 2017). In context to this, 7ps are being
considered as some components of marketing mix which has been done in between two firms

and these are IKEA and Walmart which are giving good rivalry to each other and are also helping
United Kingdom through putting positive impact on their economical conditions.
7Ps and comparison of two business firms:
Marketing
Mix
Basis IKEA Walmart
Product Under this,
products and
services that are
being made by
company comes
under.
On the basis of gathered
information, IKEA locates all
the needs and wants of
customers that they have and
then try to manufacture
products according to their
needs in order to improve sales
and profitability both at the
same time. Main aim of
business firm is to improve
profitability and productivity at
the same time through
enhancing experience of
consumers in regard to their
goods.
Walmart does business in most
of countries of this world and
offers consumers all over the
globe with basic daily routine
goods and services that are
being used b people on daily
basis (Berkowit, 2016). Doing
business in different sectors has
helped Walmart in coming to
good position at marketplace in
short period of time.
Price Strategies that
made by
organisations do
comes under this
factor.
IKEA has already made their
objective as to deliver quality
products and services to
consumers through charging
them with minimal rates
(Bastable, 2016). This
Walmart mostly looks into
different aspect in order to build
up pricing strategy so that
customer satisfaction and their
pockets both can be filled in an
appropriate

process has helped IKEA to
giving rivalry to its competitors.
manner. Walmart adopts
appropriate service and offers
arre being giveen by custoki to
consumer prices of products
that are being offered by them.
Place Firm doing
business in many
places.
IKEA's managers and leaders
have understood about today's
human behaviour that they do
not likes to visit stores as it is
time taking process which both
consumers and this company
cannot afford if any sort of
wastage is being done of time.
Hence, company have
introduced their products and
services through online
websites in front of customers
which has helped firm in
grabbing good position at
marketplace of United
Kingdom.
Walmart is doing business in
almost 150 countries and have
thousands of stores in them and
believes in making long term
relationship with consumers
through taking in or considering
direct marketing strategy in
order to enhance sales of
products and services.

Promotion Advertisements of
products and
services.
In digital and modern era, firms
are taking in different online
mass media in use in order to
promote its products and
service some of tools like
television, print media and
online advertisements are being
considered as main one
Walmart mostly try to deal with
consumers when they visit their
stores and deliver them
information of products and
services which are recently
being launched by them. along
with this, it has been analysed
thay company
which can help a firm in
enhancing sales of products and
sevice.
keeps on making changes in
their prices and offers discounts
to consumers so that to sustain
at marketplsce for a longer
period of time.

People Employees and
customer and
their perceptions
in regards to
policies or
services which are
being given by
them comes into
this context.
Improvising satisfaction level
of consumers is the main aim of
IKEA
Wal-Mart is one of famous
orgsnoration that may that is
rapidly helping economical
conditions of countries in which
company is doing business.
Process Sale enhancing
process that are
being developed
by managers.
The offering procedure of IKEA
association situated in indicate
rooms. Under this, buyers
come, see and afterward picked
installment and furniture
The process at Walmart stores is
effective as well as efficient in
order to help consumers in an
easy manner. In its process
includes systematic placement

of goods, trolleys,
categorization, different
payment modes and many
payment countries. The
production system of this firm is
of good quality and it provides
its products at minimum cost.
Physical
Evidence
Stores of
company.
Seepage of shape benefits and
additionally offer substantial
confirmation of the
administrations or item
preformed better. This firm has
extensive number of stores in
everywhere throughout the
world. In the wake of entering
in to the stores of this
association, firm has specific
formats of ways.
In context to Walmart it is seen
through more than that it carries
around 10000 stores which are
in everywhere throughout the
world. Each and each store has
numerous classes of
merchandise, better item
situation and numerous others.
In setting to this, Walmart
association has numerous
workplaces which are spread in
all finished world and enhance
mark.
TASK 3
P4 Basic marketing plan
In modern era, it has been analysed that a marketing plan plays an important role if an
organisation is looking forward to expand its business. Marketing plan is being considered as a
blueprint that helps managers to take decisions that are related to enhancing sales of products and
services that company is offering to its consumers. There are many things that do comes in a
marketing plan and some of them are: advertisements and many more. A Plan in this context can
help a firm in attaining all the goals and objectives in much effective and efficient manner. On

the other hand, a plan is consist with various steps which needs to be followed by both manager
and employees in a systematic manner and this may aid IKEA in hitting targets right on time.
Apart from this, purpose of plan is to improve sales of products and services that IKEA has
manufactured (Nguyen and Simkin, 2012). This should be done on a regular basis as this may
help company in improvising products sales. On the other hand, there are many things like
mission, vision aims an organisation has. Locating or analysing all the current trends may aid
firm in developing appropriate business plan through which enhancement of sales can be done.
Therefore, it is required for company to look into all the weak points that this company carries
and then to make a plan which may aid them in achieving all the desired goals and objective that
has been made by them. Along with this, marketing plan should be filled with various strategies
that can help IKEA to improve its image in global market. It has been analysed that manager
stays responsible for developing an appropriate marketing plan. In present case study: marketing
plan of IKEA to enhance sales is given beneath:
Company Background
IKEA was found in the year of 1943 by Ingvar Kamprad and is a multinational group that
sells ready to assemble furniture to consumers in all over Netherlands, United Kingdom and in
other countries as well. One of the largest business firm that has around 411 stores in around
world and most of them are in Netherlands, In the year of 2017, revenue which was generated by
IKEA was in the amount of €35.074 billion as revenue. On the other hand, it has been located
that this company also deals in some other sectors as well like food industry and many more.
Vision
IKEA's main aim is to deliver better life to its consumers through delivering quality goods
and services in every single day.
Mission
Mission of IKEA is to grab a good position in all over world under furniture industry. This
can be done through developing range of products with unique designs. Along with this, business
idea of IKEA is to deliver goods to consumers in much effective and in appropriate manner with
less or moderate prices. With the help of this, company can improve productivity.
Objectives of IKEA
 To improve sales of products and services in all around world.
 Enhancement in growth rate of IKEA up to 10%.

 Increase in quality of assembled furniture which is being manufactured in order to
improve sales.
SWOT analysis of IKEAS
Strengths
 Firm has cleared all the both mission and
vision in front of employees which is a
strong point (Jeffery, 2010).
 Strong supply chain.
 Expanded brand ranges and products at
the same time.
Weaknesses
 Negative publicity is one main weakness
of IKEA.
 IKEA do not make changes in products in
rapid manner according to consumer's
needs.
Opportunities
 Developing unique online application for
consumers.
 Expansion of business can be done in
hospitality sector.
Threats
 Hike in rivalry from new companies that
are coming in market with many
innovative ideas.
 Changes in customer's needs can
considered as another threat that may put
negative impact on profit margins of
IKEA.
Marketing mix of IKEA
Product- IKEA comes under largest companies that manufactures furniture based
products and deals in retail market. This company develops ample number of products which has
helped them in grabbing attention of consumers high in numbers.
Price- IKEA does looks forward to deliver products with less prices to its consumers and
this process can be understood as the best possible way to grab attention of customers high in
numbers (Jones and Rowley, 2011). It has been analysed that IKEA first design a furniture,
develops blue print of it then manufactures it and then distribute to many retailers in all over
world in order to grab good position at marketplace of UK.

Place- IKEA is doing business in almost 34 countries and has influenced foreign people
to buy their products. Furniture which is in assembled condition of this company are being
mostly liked in many nations like Australia, Europe, Asia and North America. And in current
scenario organisation has expanded its business in other countries as well where IKEA was not
doing business through developing online software firm consumers can go through different
products in a detailed manner where customer can buy too.
Promotion- Online media, magazines, television are some tools that can be used by
IKEA in order to improve its sales where this company can develop some advertisements
(Lipsman and et. al., 2012).
Segmentation, Targeting and Positioning of IKEA
Psychographic, demographic and topographical are some elements that comes under
segmentation which can be used by IKEA in order to deliver goods and services to consumers
where needs of them are being understood in an appropriate manner.
IKEA association separated the objective system in setting to satisfy needs and
prerequisites of clients which are looking towards an incentive for the cash outfitting related
arrangements (Mihart, 2012).
This association has changed its business being item based association keeping in mind
the end goal to situating itself as esteem based situating.
Marketing strategy
Effective marketing plan can help IKEA to improve its sales and can pull eyes of both
customers and of investors as well at the same time. Adoption of unique strategies may aid
company in giving good rivalry to its competitors that are present in current scenario at global
business market (Papasolomou and Melanthiou, 2012).
Financial Projection of IKEA
Income statement All numbers in thousands
Revenue 31/12/17 31/12/16 31/12/15
Total revenue £22820400 £24621900 £25413000
Cost of revenue £12199600 £14417200 £15623800
Gross profit £10620800 £10204700 £9789200
Operating expenses

Selling general and
administrative £1068100 £2460200 £2643700
Operating income or
loss £9552700 £7744500 £7145500
Income from continuing operations
Total other
income/expenses net £-57900 £6300 £48500
Earnings before
interest and taxes £8573500 £6866000 £6555700
Interest expense - - -
Income before tax £8573500 £6866000 £6555700
Income tax expense £3381200 £2179500 £2026400
Net income from
continuing ops £5192300 £4686500 £4529300
Non-recurring events
Net income
Net income £5192300 £4686500 £4529300
Net income
applicable to common
shares £5192300 £4686500 £4529300
Execution
In this, IKEA can go through different aspects that are related to their desired goal and
objectives and then manager of this firm may implement plan which has been made in order to
attain company's aims and objectives (Nguyen and Simkin, 2012). Market value is being
improved through proper implementation of strategic marketing plan where company can expect
high rate of return on investments which has been done.
Evaluation
In context to present case study, methods of evaluation are being discussed beneath:
Sales Analysis- Here, evaluation can be dons of sales of all the targeted products that has
been manufactured by IKEA on per year basis.

Market-Share Analysis- This is pretty much related and can help IKEA in developing
both long and short term goals where firm can expect both high and low among of profit or
revenue (Novak, 2011).
Efficiency Ratios- Asset Turnover Ratio- Revenue (Sales)/Net Assets
Cost-Profitability Analysis- Under this, computation is being done of profit ration along
with pricing of products and services which has been made by IKEA and after that strategies are
being made in order to enhance sales.
CONCLUSION
According to the above mentioned report, it can be concluded that the heart of every
organization lies in its marketing department. Thus it can be rightly said that success and growth
any company depend upon how properly or effectively they promote their product or services in
the market by using suitable channel of promotion. With the help of marketing function, entity
can maintain long lasting relationship with its potential buyer which results in attaining higher
profitability ratio. The primary responsibility of every business enterprise is to provide such
goods and services that fulfil numerous desire of customer in cost effective and timely manner.
In addition to that, it also assist other functional area of organization department such as human
resource, research and development, information technology etc. With the help of marketing
plan, marketer can effectively formulate better marketing and promotional strategies for an
upcoming year so that ensure achieving business goals and objectives within its stipulated time
frame.

REFERENCES
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Online
The Marketing Mix 4P's and 7P's Explained, 2017. [Online]. Available through: <
http://marketingmix.co.uk/>.