Marketing Essentials Report: Wilkinson Company Analysis

This report delves into the core principles of marketing essentials, using Wilkinson, a household goods retailer, as a case study. It begins by outlining the major roles and responsibilities associated with marketing functions such as market research, promotion, and distribution, and how they contribute to organizational sustainability. The report then explores how these marketing functions are interconnected with the broader organizational context, including sales, research and development, and customer service departments. Furthermore, it examines the application of the marketing mix to the marketing planning process. The report concludes with an evaluation of a basic marketing plan tailored for Wilkinson, providing insights into how the company can achieve its objectives and maintain a competitive edge in the market. The analysis covers market trends, customer demand, and the importance of effective marketing strategies in achieving business goals.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
P1 Major roles and responsibilities associated with marketing functions. ............................1
P2- Possible ways by which functions of marketing can be linked with organisational context.
................................................................................................................................................3
LO2..................................................................................................................................................5
P3 Ways by which the concept of marketing mix applied to the marketing planning process. .5
LO3..................................................................................................................................................9
P4 Evaluation of basic marketing plan for Wilkinson............................................................9
CONCLUSTION...........................................................................................................................11
REFERENCES..............................................................................................................................12
.......................................................................................................................................................13

INTRODUCTION
It is very important for every company to be aware about the major elements and factors
with the help of which the entire operation of their business can be successfully run in the
market. Marketing is one of the core area of any organisations. In this regard, marketing
essentials comprises with some important factors of marketing such as market research,
positioning, market strategies, budget, competitive analysis and many more (Zander and Kothe,
2011). It is important for a company to choose best marketing strategy in order to successfully
obtain their objective in the market. As far as this report is concern about, given organisation is
Wilkinson. It is a company mainly indulged in selling household goods and home-wares. It was
founded in 1930 and opened first store in Leicester. This report mainly focused upon various
roles and responsibilities of marketing functions and the ways by which it can be linked with
broader context of the organisation. There are some ways by which marketing mix can be to the
major process of marketing planning (Wirtz, 2012). A marketing plan will also be developed in
order to understand the concept of marketing in the mentioned company. For this purpose, it is
required to understand the concept of basic marketing essentials and then mentioned company
would be able attain its mission, vision, objective, goal, target in the most effective manner.
LO1
P1 Major roles and responsibilities associated with marketing functions.
Marketing is so far one of the most important area of any organisation. Wilkinson do
have a marketing department and thus, they need to understand various roles and responsibility
associated with the same (Wilson, Zeithaml and Gremler, 2012). In order to create sustainability
in the market, mentioned company needs to follow up those plans with the help of which they
can perform best in the market. In order to understand the concept of marketing, it is more
important to know the major roles and responsibility that is found there in marketing functions.
Market research- It is essential for a company to be aware about the basic market
condition and trend. By having detained information about the condition and demand of market,
company can select best plan and formulate best strategies for the same (Spillecke and Brettel
2013). That is why, it is required by the above mentioned company to successfully conduct
market research and on the basis of this various other major decisions can be taken. There can be
a number of methods for research methods. It depends upon the main purpose for which the
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company is conducting market research. Basically market research done for the purpose of
getting information about the major trends of the market. It will also tell the demand of the
customer (Sekaran and Bougie, 2016). On the basis of this, mentioned company can adopt
various methods and techniques with the help of which they can serve as per the needs and wants
of the customer in the market. This will result in the overall improvement of image of the
organisation. For this purpose, companies hired some market research specialist.
Promotion- There are various functions of the marketing department and thus they also
holds some basic roles and responsibilities associated with that particular function. Promotion is
again one of the most crucial role performed under marketing functions. It is important for the
company like the one mentioned in this report that the features and quality of the product and
services must be conveyed to the right customers. A product is useless until and unless it will
reach to their targeted customer. For this purpose, company adopt some basic techniques with the
help of which they can advertise their product (Peter and Donnelly, 2011). Promotion then
carried out by the given organisation in order to make consumers aware about the product and
services. Customer can get all the detailed information and advantage of the product that is being
offered by the company. Marketing functions are mainly concern about deciding and
implementing the best marketing methods. This will be helpful in success of company.
Organisation can become a best performer in context of marketing. They can achieve all their
goals, target, mission, vision and even objective. This will result in improving the overall
effectiveness of the company gets improved.
Distribution- It is necessary for each and every company to choose best medium of
distribution. This is defined as the way by which various product and services of the mentioned
company can be distributed to their targeted customers. It is again comes under one of the major
roles of marketing department. Mentioned company has a good reputation in the market and
hence, they need to select a best strategy with the help of which the distribution of the products
can be done in the mos effective manner (Palmer, 2012). The channel of distribution is also
depends upon the nature of product and services offered by the company and after choosing the
best medium of distribution, organisation can solve its purpose of being in the market.
In this way, the roles and responsibilities associated with marketing department plays a
crucial role in the mentioned company. It ensures the criteria with the help of which company
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can achieve its target in the market. Organisation can attain a number of market shares as well as
profit. This will also increase their brand value in the market.
Thus, it can be concluded that marketing is the heart of any organisation. It is necessary
for the companies like Wilkinson to successfully implement the roles and responsibly of the
marketing department in order to solve various other activities within the organisation. This
includes major functions like promotion, market research, distribution, advertisement, financing,
pricing, selling and so on. These are the core operations performed within the range of marketing
department. Thus in order to improve the suitability of the company in the market, it is essential
to follow and implement each and every possible operations of the marketing. This will surely
help the company to attain its target in the market. They will surely work in order to provide
products and services as per the needs, wants and demand of the customers or consumers.
P2- Possible ways by which functions of marketing can be linked with organisational context.
Marketing is one of the major department of any organisation. As far as mentioned
company is concern about, the functions of marketing can be seen in a broader context. Various
functions such as promotion, advertisement, market research, distribution, pricing, selling and
many more can affect the other task associated with the company (Lamb, Hair and McDaniel,
2011). This is because the key roles and responsibilities linked with the marketing department
plays a major role in affecting other functions of the organisation as well. As far as Wilkinson is
concern about, the importance of marketing can be easily evaluated. This is because all the
features and quality of the product and services must be advertise in order to attract the
customers. This will make them aware about the product. The core area behind advertising is
marketing department. So in this way, it can be concluded that marketing department is one of
the most crucial part of any organisation. Now there are various ways by which the impact of all
the functions performed under marketing can be seen in the broader context of the organisation
with the help of the following points:
Promotion under marketing will affect the sales department- An organisation is made
of various sub units. There are a number of department in an organisation. This is because a
company needs to divide its business operations into various units in order to finally attain a
single objective. It is very important for the mentioned company to use the various techniques of
promotions so that the details of the product can reach to the right customers. There are a number
of methods that can be used for the purpose of promotion. Now, in order to define the basic
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functions of the marketing, promotion found to be one of those important function. It it plays a
major part in the company affecting some other functions of the organisation as well. Promotion
will directly affect the sales department (Jadhav and Katti, 2012). This is because sales
department is responsible for maintaining and increasing the sales of the company. They adopt
various techniques, strategies and methods with the help of which overall sales of the company
can be maximized. If sales will be increased then only the company can achieve maximum
number of market shares. On the basis of promotion only, company can face increment and
decrement in the sales and accordingly they need to take decisions. If there is a good review on
the promotion approach by the company, this will lead to increase the sales of the company. As
the level of sales changes, the company needs to alter, change or replace the current sales
strategies. Thus, it can be very evaluated from the above mentioned point that the functions of
marketing like promotion can be used in the broader aspects of the company such as it can affect
the sales department of the company.
Market research will affect the research and development department- Market research
can be defined as the way by which a company analyse different factor of market that is helpful
in formulating the company's own strategies. It is well known fact that the operations, plans,
strategies of the companies are affected by a number of micro and macro factors. For all the
external factors, it is important for the company to conduct a market research for the same. There
can be various objective of conducting a market research. In order to know the market trends,
taste and preferences, demand of the customers and the most potential sector of market, a
company conduct market research. There are various resources that can be used while
conducting a market research. Now the product and development department is responsible for
actually developing the product from a set of ideas. With the help of a suitable technique,
company can further go for product development (Grant, 2010). This stage can only take place
once the mentioned organisation have done a good market research. This will surely ensure the
selling rate of the product in the market and also the demand of the product.
Distribution will affect the customer service department- Distribution is one of the
major function of marketing. It can be defined as the way by which final product and services
can reach the customers. This plays a major role in the mentioned organisation because it is very
important for the company to derive the final purpose from making the product. On the other
hand, customer service department is also very important for the company. This is because now a
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days it is essential to maintain a good relationship with the customers and thus the company can
achieve its target in the most effective manner. It is the core responsibility of the organisation to
make available all the facilities that is required by the customers in order to retain them.
Customers service may include the way by which a consumer will satisfied with the product and
services offered by the company. This may includes the after sales services. Sometimes the
organisation note down the important dates of the customers. For example on their birthday, they
send a special card to the customer who are the regular consumer of the company. In this way,
they can maintain the customer service in the most effective manner (Dunne, Chambers and
Schlegel, 2011). On the basis of distribution, a company can maintain the customer service as
well. The first and the foremost task of the organisation is to make people available the desired
product and services on time. Thus, distribution channel must be convenient. This will surely
reflect the type and quality of customer service as well.
On the basis of above, it can be concluded that the mentioned company have a very
strong marketing department. They are managing all the functions in such a way that the other
functions of the department can also be maintained. For example, promotion can affect or help
the sales department of the company. On the other side, market research will help the product
development department. And at last, distribution will help the customer service department of
the company.
LO2
P3 Ways by which the concept of marketing mix applied to the marketing planning process.
Marketing mix can be defined as the way by which company can evaluate product , price,
place , promotion, people, process and physical evidence (Cotula, 2012). This is so far the most
important techniques that is used in the organisation. This will guide the company's strategies in
such a way that they can choose best possible strategics against price, place, promotion, process,
people and physical evidence. Given below is the detailed comparison of the marketing mix of
Wilkinson, ALDI and ASDA.
Basis Wilkinson ALDI ASDA
Product This is one of the
British based
companies which is
ALDI in one of the
major brand in term of
supermarkets,. They
It is also a supermarket
and provide a ranges
of products. They are
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famous for making
home wares and
household goods
(Collett Miles, 2013).
They need to make
those product and
services which are in
high demand from the
side of the customers.
It is necessary for the
company to give
attention towards the
qualities and features
of the product. They
are currently offering
products such as basic
groceries, consumer
goods, stationary,
toiletries, pet
suppliers.
are dealing in all the
various kinds of home
products and goods.
They are making
products in such away
that it can solve the
purpose of customer's
demand.
also providing home
based products.
Price This company is doing
quite good in the
market. As they have
always given
preferences to the
pricing strategies.
They understand the
need of setting those
price of the product
with which the
company will not
This supermarket
company mainly
famous for selling of
discounted products
(Barrett and
Weinstein, 2015). This
makes their pricing
strategy more
attractive in respect of
customer. Maximum
number of consumers
ASDA is an
internation company.
They are having a
number of stores in
various countries and
thus their prices are as
per the external
conditions of the
country. Taste and
preferences of the
customer also plays a
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experience any kind of
loses as well as
customers will also
find it quite affordable.
will choose this
company due to
excellent price of the
products.
major role in setting
up the prices. They do
not have very low
prices.
Place It is very important for
every business unit to
choose a place where
they can commence
their business. In this
respect, it is important
for the growth of the
company to choose a
location where
consumer can reach
very easily (Babin,
and Zikmund, 2015).
Thus, the mentioned
company have always
chosen a location
where they can tap
maximum number of
customer's attention.
This is situated in U.K
and thus, customer can
will find it very easy
top visit to their stores.
As their stores opened
in various countries,
that is why, it is very
important for them to
choose the most
suitable location where
customer can reach
very easily.
Promotion This company earlier
do not have any good
promotional strategies
but with the
introduction of
technologies, they
have moved towards
various effective forms
As this company acts
like a market player
thus, it has also adopt
some major techniques
of promotion. They are
using social
networking sites and
thus, maximum
Just like any other
company, ASDA has
also adopted some
basic methods of
promotion. With the
help of which they
having a good brand
image in the market.
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of promotion. This
makes people or the
customers more aware
about the product and
services they are
offering.
number of customer
will get to know about
the company and its
product ranges.
Process After selecting the
main objective of the
company, next step by
the company is to
choose best possible
process for them
(Arora and
Gambardella, 2010).
This may includes the
methods or techniques
of work. Mentioned
company have chosen
the most simplest
process by which they
can achieve their
target in the less span
of time.
This company have a
very strong market
presence and thus they
are also using those
process with the help
of which they achieve
the target of their
company.
They have adopted a
suitable [process as per
their goal and
objective,. Their main
proved to be
successful in the
market.
Physical evidence This can be defined as
how the product looks
like. The first chance
of attracting
customers towards any
specific product by
making the physical
They are having a
great infrastructure of
the supermarket and
also the products they
are offering is quite
attractive.
The product offered by
the above mentioned
company have a very
attractive physical
evidence and that is
why, people prefer this
company over any
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layout of the product
more attractive.
other organisation.
People It is well known fact
that employees are the
key person of any
organisation (Alex,
2012). This is because
they are liable for
carrying out all the
task within the
organisation.
Mentioned company
have sufficient number
of workers and in this
way only they are
working in the most
effective manner.
In earlier phases of
this company, they
faced some serious
issues in human
resource management.
But with passage of
time and by using
tremendous strategies,
this company have
managed their
employees
requirement. They are
now having skilled
work force.
They have a good
number of workers in
order to carry out all
the operations of the
company. That is why,
they are becoming a
market leader.
LO3
P4 Evaluation of basic marketing plan for Wilkinson
When this company basically have a marketing plan or a strategy then it will
automatically fail in gaining some kind of market share which might cover some kind of
consumer attention.
Marketing plan for Wilkinson is described as following.
Company information: Wilkinson is basically a business company which gives their consumers
what they actually need at their affordable price So that they get satisfied with their demands
and needs. This firm is named Mark Wilkinson that owns a record producer, a DJ and re-mix
shop. He is actually releasing a RAM Record which is a Hospital Community and many others.
By meeting their exception they actually make profits. This company is commissioned to do
their market research which is actually identified by their potential for growth in every sector of
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student. It actually has tried to develop a strategy for growth which cannot be covered with
specific requirements of any targeted group. They are also linked closely with the company's
overall objective.
Situation analysis: This information is actually required for proper evaluating some basic
organisational strengths, weakness, opportunities and threats that means external as well as
internal analysis of this company to find all possible situations and aspects which will help the
company to progress much properly in the situation.
Market Goals: SWOT analysis for Wilkinson to find out their existing and needed range of
productivity and issue is required. This kind of brief knowledge about the subject is basically
required for impacting various fields of the company which might effect performance of the
firm very adversely.
Marketing Strategy:
STP Model: This model contains segmentation, targeting as well as positioning. It is that step in
which this firm is able to differentiate itself from others. They are basically useful in segmenting
people on the basis of demographic basis and also it choose those products which would be
useful to target them to fulfil their needs. All these promotional actions are basically used for
formulating some of the targets which are as follows.
SWOT analysis for Wilkinson to find out their existing and needed range of productivity and
issue is required. This kind of brief knowledge about the subject is basically required for
impacting various fields of the company which might effect performance of the firm very
adversely.
Budget plans
Marketing Mix: This company is actually useful for establishing marketing mix so that it would
be able to aim for managing and enhancing their profitability as well as productivity. Marketing
Strategies: These strategies are those facts which can be used by Wilkinson for gaining some sort
of market share and increased in the consumer base. This would cause some kind of
improvement in updating the strategies which would be useful in avoiding any kind of clashes or
issues.
Evaluation: This firm will be calculating the choose plan for taking any plan of action which
would be responsible for finding the issues that would be analysed and address before
implementation.
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