Marketing Essentials Report: Marketing Mix and Business Objectives

This report delves into the core concepts of marketing, beginning with an introduction to the field and its importance for businesses. It examines the key roles and responsibilities of the marketing function, emphasizing market knowledge, customer relations, and brand establishment. The report then explores how these roles relate to the wider organizational context, including interactions with operational, management, customer relationship, human resource management, and research and development departments. A significant portion of the report is dedicated to comparing how Aqua Direct Limited and Starbucks apply elements of the marketing mix to their marketing planning processes to achieve their business objectives. The analysis includes a detailed evaluation of each organization's product, price, place, promotion, people, process, and physical evidence strategies, highlighting similarities and differences. The report concludes by synthesizing the findings and providing insights into effective marketing practices.

Marketing Essentials

INTRODUCTION
Marketing is also the procedure which helps the firms and organizations in identifying
the goods which have a demand within the market and which sets them apart from the rest of the
competition (Pike, 2015). Aqua Direct Limited is the largest supplier of bulk spring water. The
report will highlight about the roles of the department and marketing function is to conduct
researches and come up with the strategies in the market. Furthermore, report will examine the
marketing mix strategies to identify the 7 ps.
Task 1
An Explanation of the key roles and responsibilities of the marketing
function.
Marketing Function
As per the marketing authority the procedure which involves the creation of concepts,
creating plans and executing is known as marketing (Campbell, Martin and Fabos, 2018). The
procedure also involves the sharing of the goods and the services to the potential consumers in
order to ensure that the people get their needs fulfilled so that the buyers are satisfied and the
people who sell the goods are satisfied as well
Key Roles and Responsibilities of Marketing Function
Market Knowledge
If Aqua Direct Limited were to attract consumers who cared about their well being then
they would need to find out what the demands of the consumers really are and this task can be
achieved via the use of secondary and the primary research tactic (Rowley, 2016).
The process whereby the surveys and people are directly interviewed in order to get the
fresh data is known as the primary research while in contrast when the firm utilizes other
measures like using the data that had been previously available which include analysing the
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revenues from the year prior. so that the future sales figures could be forecasted and budgets
could be created, is called secondary research.
Organisation and Customer
Marketing has a vital role especially when it comes to creating a channel which enables
interaction and communication between the consumers and the firm. The process can serve as a
source of motivation whereby the consumers are given the option of trying out new goods and
services which are available within the market rather than the goods and services which have
been there all along. Through the process of marketing the firm creates a perception of itself
amongst the public and it also helps in promoting the products amongst the people which
subsequently results in sales for the firm.
Establishing Brand
Marketing happens to be the one which has the responsibility to create awareness of the
firm while at the same time engaging in various tasks which helped in creating greater degree of
awareness and help in engaging with the consumers and get the critiques. All the new goods and
services are introduced through the promotional and advertisement activities and end with other
similar activities since it is very important to know what the customers want and the aim was to
ensure their absolute satisfaction.
Customer Relations
After the designs have been made various different techniques and strategies pertaining to
advertisements and creation of perception of the firm could be utilized to highlight the health
benefits of the latest product (Baker and Saren, 2016). For effective communication Aqua Direct
Limited had to utilize the relevant means through which the message could be conveyed. The
expenditures need to be determined along with the scheme of colours that would accentuate the
goods. At the same time the mediums like T.V and Facebook are available so therefore it has to
be determined that which medium is ideal.
Product Offerings
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There was a time when the firm conducted significant degree of analysis so that they
could understand the needs and the expectations of the consumers. This was done primarily
because the aimed to introduce a brand new drink, that Aqua Direct Limited seeks to introduce,
which consisted of all the requirements that the consumers expected and needed.
Product Establishment
Overall it can be considered that the department involved in marketing is vital especially
when the groups working inside and outside the firm are involved when it comes to developing
newer goods and services and make changes to the goods that are available at the moment within
the market (Nirschl and Steinberg, 2018). This department also seeks to conduct analysis
especially with regards to the goods that they sell and offer and the goods that they were selling
to the people
Feedbacks and Sales
After the product has been distributed then a firm (Aqua Direct Limited) will have to
look towards the ideal tactics which shall help in conveying the messages in order to retain the
consumers who happen to be loyal towards the products and at the same time it is vital that close
attention is paid to what the competitors are doing in order to get an edge over the rest.
Product Pricing
A firm like Aqua Direct Limited needs to identify the costs of the newly launched
product and in order to do so they will need to look into whether they should offer the product on
the same price as the rest or if the product should be a high end product.
An Explanation of how roles and responsibilities of marketing relate to
the wider organisational context.
Marketing and Operational Department
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The section can be given help when it comes to making assumptions about the different
kinds of goods and services that are offered since from a strategic perspective the aim is get
attention from the potential consumers so that it is ensured that the demands are met (Malhotra,
2015). With the operational team the goal is to conduct interviews with the consumers and make
sure that they are happy with the products that have been offered to them. The quality standards
have been met and the appropriate number of goods is produced in time to meet the demand.
Marketing and Management Department
The department of marketing works closely with the rest of the departments especially
like the finance team because at the end of the day finance and marketing are quite interrelated
and since it is the finance team that offers the budgets which are quite important since they help
in crafting a credible tactic which shall help in establishing the awareness of the product. with
promoting the goods and conducting market researches.
Marketing and Customer Relationship Department
At the end of the day the consumers are the prime focus for any firm and therefore it is
quite important that there input is taken into account and a proper connection is established with
the consumers because without the loyalty of the consumers, Aqua Direct Limited will be unable
to stay profitable for long (Boschetti and Massaron, 2015). Proper interaction is extremely
important if the firm seeks to keep the goods and services offered.
Marketing and Human Resource Management Department
Human resources departments help to company for managing the employee in the work
place that they hire and recruit the people for filling the job. This department also provide the
training facility to the employees for improving the work in the employees. they are the ones that
ensure that the work is done properly while also coming up with new and innovative ideas which
help the firm in further growing.
Marketing and R&D Department
Research and developments helps to identify the problem of the firm and help to
implement the different strategies who suitable for the company to increase growth of the
company (Lane, 2016). The research department gives an insight into the latest trends and the
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demands of the consumers and therefore the importance of this particular department cannot be
ignored.
Task 2
Choose any two organisations and Compare how the organisations apply
the various elements of the marketing mix to the marketing planning
process to achieve business objectives.
Title The marketing Mix
Purpose of the paper To evaluate how different organisations
apply the marketing mix differently
To whom
By whom
Date
How your
chosen
organisation
1 applies
the
marketing
mix
to the
marketing
planning
process to
achieve
Business
objectives?
Evaluation
of
the tactics of
the chosen
Organisatio
n
1
How your
chosen
organisation
2 applies
the
marketing
mix to the
marketing
planning
process to
achieve
Business
objectives?
Evaluation
of
the tactics of
the chosen
Organisatio
n
2
Similarities
and
differences
of
the two
chosen
organisations
Business
Objectives
Aqua Direct
Limited aims
to maximize
the revenue
generation
and profits.
Focus of the
firm Aqua
Direct
Limited is
very much
clear they
strive to
make their
business
The coffee
giant
Starbucks
strive to
maintain
customer
relations in
order to
retain and
While
outlining the
target the
firm keeps in
mind the
span of their
products.
Both firms
strive to
become
market
leaders in
their
respective
businesses.
Whereas their
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reach heights
and their
objectives
clearly state
their aims.
increase
their target
audience and
business.
products
differ as Aqua
Direct
Limited is the
water supplier
for the
beverage
companies
and Starbucks
is the leader
of coffee
industry.
Marketing
processes
The main
marketing
strategy of
Aqua Direct
Limited is
informative
advertising
through
which it
highlights
the qualities
of the
product
therefore the
message of
the firm is
conveyed to
a large
number of
customers.
The strategies
of advertising
and
marketing
that are being
utilized by
Aqua Direct
Limited have
aided the
firm in
attaining its
goals and
aims. As the
strategies are
in accordance
with the
firm’s aims.
Starbucks
aims to make
themselves
more
prominent in
the coffee
business, the
products of
both the
companies
are available
across the
globe easily.
Marketing
strategies
being used by
Starbucks are
in accordance
with the
product line.
The firm also
aims to
attract
particular
segments of
customers
towards using
their
products.
The product
line of both
the firms is
limited, Aqua
Direct
Limited
produces
spring water
while
Starbucks is
restricted to
coffee only.
Marketin
g mix
Product The supply
of spring
water to the
beverage
companies in
the UK is the
sole
responsibility
of Aqua
Direct
Limited.
The
marketing
strategy of
Aqua Direct
Limited is in
accordance
with their
aim that is to
compete the
industry.
Starbuck
does not
believe in
the changing
of product
line the
usually
changes are
negligibly
noticeable in
the products.
The strategy
of Starbucks
ensures that
the firm is
attaining the
goals and
aims and
adherence of
customers is
being made
sure.
The product
line of
Starbucks is
degradable
while the
products of
Aqua Direct
Limited have
a long life
cycle, the
span of the
later
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company’s
operations is
huge.
Price For
appealing
maximum
number of
customers to
the products,
Aqua Direct
Limited uses
the pricing
strategy of
competitive
model.
And due to
the utilization
of
competitive
pricing the
firm makes
sure that a
huge target
audience is
being
attracted
towards the
products of
the firm.
For the same
purpose and
to remain in
competition
Starbucks
also applies
the same
pricing
model as
Aqua Direct
Limited
Thus
application of
competitive
pricing
strategy helps
Starbucks to
remain in
competition.
Due to
massive
competition
both the
organizations
that have
been
discussed
implements
the
competitive
pricing model
to remain in
competition
in the
business.
Place All the
beverage
companies in
UK use the
products of
Aqua Direct
Limited.
As the
products of
Aqua Direct
are widely
available in
the market
therefore the
companies
trust them
and use their
products.
Customers
can reach the
stores of
Starbucks to
buy their
products.
The coffee
itself is
available at
only the
stores of
Starbucks,
while the
beans and
coffee blends
are available
in the market.
The product
availability of
both the firm
differs as the
products of
Starbucks can
only be
bought from
their stores
while Aqua
Direct
Limited has a
huge network
o distributors
so the
products are
widely
available in
the market as
well.
Promotion Aqua Direct
Limited
utilizes
several
marketing
strategies in
order to
Thus Aqua
Direct
Limited
guarantees
the
conveying of
message to
All possible
marketing
strategies
and tactics
are utilised
by Starbucks
in order to
And due to
the same
reason
Starbucks
makes sure
that the
message of
Both the
firms use
different
media to
market their
products such
as print and
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make sure
that their
message is
being
conveyed to
the target
audience in
the most
effective
way.
their
customers
through
utilizing
different
marketing
tactics.
promote
their
products.
the company
is effectively
delivered to
the
customers.
digital media.
The
advertising
technique of
the both firms
vary greatly
as Aqua
Direct
Limited uses
the
informative
advertising
while
Starbucks
implements
those
strategies that
help in
maintain a
good
relationship
with the
customers.
People Target
audience of
Aqua Direct
Limited is
the beverage
industry of
Britain.
Aqua Direct
has
established
themselves
well through
this strategy
hence they
have a
massive
target
segment in
the market
Starbucks
strategy
mainly
emphasize
upon
providing
customer
satisfaction
for the
people who
love coffee.
The tactics
have aided
Starbucks in
attracting the
people who
love coffee.
Target
audience of
the firms
differ.
Process The process
of production
used by
Aqua Direct
Limited is
mass
production.
And this has
aided the
firm in
producing a
the products
in large
numbers and
making them
available
easily.
While the
coffee giant
Starbucks
produces a
limited
number of
products
according to
the demands.
Following
such pattern
of production
has ensured
the firm in
improving
the standards
of quality of
the process.
Aqua Direct
Limited
produces in
mass while
Starbucks
produces a
limited
quantity of
the products,
both the firm
has a different
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process
strategy.
CONCLUSION
The conclusion is being drawn from the above project report that is described marketing
function and there role and responsibility the report has been concluded the strategies of
marketing the also identifying the various aspects involved in the process like advertisements,
promotional activities and distributing expenses along with the tactics utilized to interact with
people in general and catering to the consumer.
References
Books and Journals
Pike, S. 2015. Destination marketing: essentials. Routledge.
Malhotra, N.K., 2015. Essentials of marketing research: A hands-on orientation. Essex: Pearson.
Campbell, R., Martin, C. and Fabos, B. 2018. Media essentials: A brief introduction. Bedford/St.
Martin's.
Baker, M.J. and Saren, M. eds. 2016. Marketing theory: a student text. Sage.
Lane, P., 2016. Human resources marketing and recruiting: essentials of employer branding.
Handbook of Human Resources Management, pp.23-52.
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Rowley, J. 2016. Information marketing. Routledge.
Boschetti, A. and Massaron, L. 2015. Python data science essentials. Packt Publishing Ltd.
Nirschl, M. and Steinberg, L. 2018. Einstieg in das Influencer Marketing. Grundlagen,
Strategien und Erfolgsfaktoren. Wiesbaden: Springer Fachmedien.
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