Sample Assignment on Fundamentals Of Marketing

Marketing fundamentals

Table of Contents
INTRODUCTION...........................................................................................................................3
PART 2............................................................................................................................................3
a). Discuss the current marketing environment through SWOT analysis, Porter's five forces
and PEST. ...................................................................................................................................3
b). Evaluate the company positing and targeting strategy using perception maps, segmentation
technique and principles of 4Cs of effective strategies. .............................................................6
c). Ansoff's metrics to formulate relevant growth strategies and justify the Smart Marketing
objective for future. ....................................................................................................................8
d) Application and integration of define marketing objective into revised marketing mix for
future.........................................................................................................................................11
e) Financial implication that application of revised the marketing mix or objectives. ............12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Fundamental of marketing is basically a process by which individual or group obtain
what they need and require for creating or exchanging the products. This report will discuss
about the Current marketing environment of business by using SWOT, Porter's and PEST
analysis. Bomb cosmetic is a leading organization that can use only the finest natural ingredients
in the product development. There are wide range of handmade bath treat, oil, gift packs and
scrubs etc. This will help for analyzing the depth details about the business operations and
functions. This assignment will describe the organization positing and targeting the strategy by
using the perception map and other segmentation technique. Furthermore, there are various
application and integration of marketing objectives to revise the marketing mix for future
development. At last, This report will describe the financial implication that can determine
through marketing mix concept and how will affect the marketing activities.
PART 2
a). Discuss the current marketing environment through SWOT analysis, Porter's five forces and
PEST.
Marketing environment is a combination of internal and external factors which affects the
entire forces or ability of company to establish a good relationship with customers. It consists of
external and internal environment to specify the appropriate employee, equipment and materials
etc.
SWOT analysis-
SWOT analysis is a type of framework that can use to evaluate the Bomb Cosmetic
competitive position. It also develops a strategic planning to identify the strength and weakness
of business.
Strength-
The Strength of Bomb Cosmetics is that when it is highly ethical in practices and also
providing the best product to the customer. This organization is mainly used the handmade bath
treats crucial, gift packs and scrub which quite effectively. Fresh product produce by using the
natural ingredients (AliAshraf and Siddiqui, 2018). In this way, Bomb Cosmetic gain great
reputation and popularity in UK and also build trust or loyalty among the customers.

Weakness-
The weakness of business is high competition in marketplace. It is required for Bomb
cosmetic firm to overcome the same results or outcomes. Growing the competition level is major
weakness of organization because it will decrease the testing on the cosmetic products. In this
way, many customers are not aware about the product and their services. The organization is
changing the price of product so that it will reduce the profit margin.
Opportunities-
Opportunity is exists for Bomb cosmetic for increasing the sale of business further, online
presence help for increasing the productivity and profitability in marketplace. The organization is
used different type of promotional activities such as social media marketing, website and other
advertising that help for improve the demand of consumer.
Threat-
Online competition is a Major threat in Bomb Cosmetic that increases in day by day, It is
necessary for organization to implement well appropriate strategies to overcome rivalry in global
marketplace. Cruelty free is a type of label for product that doesn't harm the animals. It is only
used for the purpose of testing.
Porter's Five Forces:
Porter's five forces is a framework to analyze the competition in global marketplace. It is
mainly drawn the industrial organization economies to derive different forces and also determine
the competitive intensity (Çalı and Balaman, 2019).
Threat of New entrants-
This type of threat can be describe in proper manner where Bomb Cosmetic firm has
follows the specific regulation and prevailing affecting the business. On the other hand,
Development and research team analyzing the overall cost increases which is the best for
company as enter in market. Sometimes, it is restricted because of less availability of funds.
Threat of Substitutes-
The Switching costs are low in the Bomb cosmetic firm so that there is high risk of
substitution. However, the substitution product is cheaper because customer is quickly moved
from other services. It is needed for business to maintain the inferiors and clarifies that there is
low risk of substitution in appropriate manner. In this way, it is easy for Bomb cosmetic to
moderate the entire threat of substitute.

Competitive Rivalry-
Competition in the business process is increasing rapidly so that it is also leading to stiff
rivalry in the global market. It is open market for consumer to reach the another products
because there are many other companies trying to influence the people towards the new product
or services (Dang, 2018). However, It is more prevalence of super market in UK. It is needed to
moderate the barriers in market and also analyze that competition rivalry is very high force.
Bargaining power of consumer-
The bargaining power of buyer in Cosmetic industry to affects its competitive
environment and influence the seller ability to achieve the productivity and profitability. Strong
buyer can pressure the seller to lower price, improve the quality of product. They also offering
better services and options. Customer mainly attracted towards the economic product so that it is
increases the bargaining power of customer.
Bargaining power of Supplier-
Supplier is concerned towards the natural ingredients that help for Bomb cosmetic
business to provide the raw materials. Furthermore, the substitution product is evaluated to show
that business will increase the bargaining power of supplier. Many supplier are providing the raw
material at low price to another business which affects the share of Bomb Cosmetic.
PEST Analysis:
A pest analysis is an external macro environment factor that affect the overall
performance of organization. It is usually beyond the company to control their mechanism of
business activities.
Political Factor-
It is an important factor that can analyze the political stability in the Bomb Cosmetic
firm. It may be accomplished in a better ways. It should be maintain the tax policies as per the
government rules or tax authority. It is necessary for business to take advantages of legislation
related the tax structure and benefits (De Mooij, 2018). It may attain a better profit margin.
Moreover, laws, rules and regulations are imposed on the Bomb cosmetic firm. This factor is
mainly analyze through political norm which cannot harm the business but increase the success
of enterprises in marketplace.

Economic Factor-
This is another factor in terms of external business environment. It is becoming important
because of increasing the scarcity of raw materials, exchange rate, inflation and disposable
income of customers. In UK, Economic development is rapidly increases and cosmetic
enterprises establish or flourish in effective manner. In this way, Bomb Cosmetic may easily
increase the sales rate as the economic stability in UK. For Example- Brexit is also affected the
business stability.
Social Factor-
Social factor is major concern about the cosmetic products and services. It can be
analyses that many people uses skin care items, fragrances so that it is required for organization
to protect their skill through harmful items. It is clearly meas that business adhering to social
factor. This is possible when consumer can use homemade natural beauty products. In this way,
business would be able to attain proper customer base level.
Technological Factor-
Bomb Cosmetic organization is used the advanced technology in order to increase the
efficiency and performance. Technology is main factor in terms of cosmetic industry to use the
online presence of firm therefore, many consumers are visiting advertisement. It also influences
the consumer to visit the site and purchased. In this way, it is making an efficient use of e-
commerce to the customers.
b). Evaluate the company positing and targeting strategy using perception maps, segmentation
technique and principles of 4Cs of effective strategies.
4 C's is one of enterprises tools that should be applied on the internet marketer to manage
the overall strategies in appropriate manner. It enables for business to determine the interest of
consumers. Bomb Cosmetic firm is related the business oriented and they always focused
towards customers demands (DYUSSEGALIYEVA, 2018). There are four different type of
effective strategies apply in the organization to maintain their position in marketplace.
Customer / customer value-
In Bomb Cosmetic, marketer must focus on brining the values to the customer. They also
want to follow an appropriate manner to create more values. Manager allows for customer to
show their interest towards products and services. They also trying to minimize the cost of
solution. In this way, it is generating income or making money for business development. It also

delivered high value to the consumers. Bomb cosmetic industry is directly communicated with
the consumes and solve their problems. This organization will listen the feedback of people
whether negative or positive. It will able to use the strategy for improving the business process.
Cost-
The cost of product and service is basically amounts that set up for particular consumers
or product. It will help for increasing the productivity and profitability in marketplace. Many
customers can shift to another product due to the price. In this way, it is represents the amount of
customer will pay for cosmetic products. Cost is a major factor that identify whether consumer
will buy the product and services. It has no standard formula for costing. It only depends on the
requirement of people (Gellatly and Sewell, 2019). In this way, Bomb cosmetic is considered
that how many people are willing to pay for value of products. It depends on the market type
where they are targeting to the capture.
Convenience-
Bomb cosmetic firm has decided in favor of buying based convenience to the consumers.
All the business has been started due to online presence. It is necessary for organization to
provide the fast, simple and easy service at the time of product delivery. They also follow the
simple process where they feel good and happy regarding the services. In this way, Bomb
cosmetic is build a loyalty and trust between the targeted customers.
Communication-
This is the last step of marketing mix that help for organization to communicate with the
customers. It is also providing the awareness related to business and support to maintain the good
relationship between them. Bomb Cosmetic is promoting their product and service through
advertising. In this way, manager engage with the customer through interactive communication.
Positing and targeting strategy-
Segmenting, targeting and positioning are the framework that summarize or simplify the process
in terms of market segmentation.
 Segmentation is comprises for identifying the market on the basis of selection,
application, identification therefore, Bomb cosmetic is also segmented their product
according to the product quality, price and brand.
 Targeting is a process for determine the most attractive segment on the basis of different
stages, Generally the one of most profitable for enterprises process.

 Positioning is final process which based on the business oriented stage where Bomb
cosmetic must assess the competitive advantages and position itself in the minds of
consumers.
Bomb cosmetic industry is used to differentiate the segmentation and position by using technique
such as
Perception Map-
A perception map is basically a chart used by the researcher and business to depict or
understand how target the consumers view point. This technique is referred to the cosmetic
product positing map. Bomb cosmetic firm allows using the chart and understand their brand or
product in the competitive positioning. This technique allow for business to consider the
comparisons of attribute that important to people. In order to obtain the information that mention
on the perception map on the basis of survey.
Segmentation technique-
This technique is mainly used to enable enterprises to target in better ways through
product and services. It should be determines the specific requirement and need of customer.
Segments are usually measured through the sale value and volume.
c). Ansoff's metrics to formulate relevant growth strategies and justify the Smart Marketing
objective for future.
The Ansoff Matrix is a basically used in the strategy stage of marketing planning. This will help
for Bomb Cosmetic firm to identify the overarching strategy the enterprises should use and then
informs that what tactics should be implemented in process (Halla and et.al., 2018).
This strategy is formulated the relevant growth and development of Bomb cosmetic firm
where manager think to use the framework. It helps for devise a product market growth strategy.
It is divided into four different ways such as Market development, market penetration, product
development and diversification.

(Source: Ansoff's Matrix. 2018)
Market Penetration-
It is usually a growth strategy whereby an enterprises focus on selling the existing item into the
existing markets. This approach would include doubling their ad spend on the same ways such as
pay per click. In this way, they capturing the goals of business.
Market development-
It is a type of growth strategy where Bomb cosmetic focus on the existing product and sell in the
marketplace. It might involves opening additional product service in different locations.
Product development-
This type of growth strategy is implemented in the business process and also focused on the
selling product to the existing markets.
Illustration 1: Ansoff's Matrix

Diversification-
This type of strategy is mainly implemented in the cosmetic business to sell new product into
new marketplace. Bomb cosmetic is launching a new product but they are selling the product
different locations.
Smart Marketing objective-
An effective marketing plan is used the smart objectives to meet the need and
requirement of consumers. Bomb Cosmetic business is making a smart marketing plan and
chances for success in term of growth or development. When identifying the specific marketing
objective to support for long term usage (Jasman, 2018). It is commonly used to apply in smart
mnemonic. In the future objective for marketing to plan and measure all essential requirement of
customers through Smart marketing.
 Specific – Bomb cosmetic can use an appropriate details and information regarding the
success. It is sufficient to point out the problems and opportunities. It is long term
planning so that it easy for manager to put idea in the marketing. It is needed for manager
to set up the specific goals and objectives.
 Measurable- without having objectives and goals, it would be difficult for manager ti
identify the overall performance and efficiency of employee. It is an essential for Bomb
cosmetic business to keep track all the progress towards the objectives. It is impossible
for business to measure the situation without finding specific objectives.
 Actionable- It is the one way to assure certain failure is to set a specific objective that no
one believes and reached in the realistic time intervals. The objective can be achieved by
measuring the proper path, goals etc. For Example- Sales team has agreed that increases
sales by 5 percent in the next month because of realistic.
 Relevant- In Bomb cosmetic, Goal must be part of an overall plan and they required to
fit with the reality in business marketplace. It is the right place to stop and check why we
needed to achieve the objectives. It is tough to say and motivated when they are working
in hard to focus only achievement or success.
 Time bound- Experience shows that goals are not reached if there is no specific
deadline. It is required to put more efforts towards the achieving objectives. This will
help for increase the sale rate in market to meet the need of establishing a deadline.

d) Application and integration of define marketing objective into revised marketing mix for
future.
Application and integration is an approach for creating a seamless experience for
customers and also interact with the brand. It attempts to meet all the aspects of marketing
communication through sale promotions, public relations and social media networks
(Razmochaeva, Semenov and Bezrukov, 2019). It is defined a proper objective of business
through marketing process. It also used the marketing mix to categorize in the business in
different ways.
7p's of Marketing Mix
Product-
Bomb Cosmetic firm is provided the different type of cosmetic item to the consumers.
They can sell the better quality of product which are sold in marketplace. It cannot be harmful
for skin because they can use the natural ingredients raw material.
Price-
Bomb Cosmetic industry is mainly used the penetrating pricing strategy which follow by
the organization which influence the consumer to buy an effective quality of product. The range
of product between 2 pounds to 90 pounds which depends on the nature of item.
Promotion-
Promotion is important strategy which help for promoting the product and their quality
by using different platform such as social media, website etc. It is also adapting heavy
distribution promotions for people.
Place-
Bomb cosmetic firm is used different distribution channel to manufacture the product and
distributed into retail stores. In this way, customer can directly choose the right product. This
will help for company to save the cost in distribution or price should be lower.
People-
Bomb cosmetic has dedicated towards the workforce for increasing the productive
services. They can choose the efficient employee to offer different type of service to the
customer. In this way, it assesses the Bomb cosmetic will able to achieve more success.

Process-
Bomb cosmetic is adapting the process which is simple to maintain their good and
services in proper manner. The organization follows the stages from manufacture point to the
production of products.
Physical Evidence-
Bomb cosmetic is used an appropriate method to maintain packaging, labeling of
cosmetic item and then afterward, delivered to the customer. This organization allows
mentioning the logos, equipment, business cards and websites etc. In this way, it can be
representing as a physical evidence in marketplace.
e) Financial implication that application of revised the marketing mix or objectives.
Financial implication means results and outcome that impact on the business operations
and functions. It always influences that something on the situation and condition of financial.
Sometimes, It is good and bad for business process. Bomb Cosmetic is implementing of
marketing strategy that help for improving the business profitability and productivity in
marketplace.
On the basis of revised marketing mix, Bomb Cosmetic has changed the pricing strategies
in the product development. It is necessary for business plan to handle market share in
appropriate manner (Razmochaeva, Semenov and Bezrukov, 2019). Sometimes, Financial
implication involves for losing the money from consumer sales and also facing the strict credit
needs. In Bomb cosmetic, manager may sell the inventory product and other product to the
consumer at reduced the cost in an attempt to make money. It can create difficult enterprises
situations. Sometimes, The business may also lose the money from the customer those who
cannot pay the future bills. It should be increased the cost of promotional activities because very
minimum peoples are aware about the products. It is directly impact on the revenue of business
process. But many companies are used the social media marketing concept to increase the
promotional activities. It is a new concept in terms of business to provide the information
regrading the cosmetic product such as scrub, bath cream etc. This technology will help for
increasing the productivity and profitability in marketplace.

CONCLUSION
As per discussion, it concluded that marketing is a sequential step to promote the product
and services in marketplace it describes the Current marketing environment of business by using
SWOT, Porter's and PEST analysis. It summarised the Ansoff matrices to formulate the growth
strategy and justify the smart marketing goals for future development. There are various
application and integration of marketing objectives to revise the marketing mix for future
development. On the other hand, the financial implication that can determine through marketing
mix concept and how they effect the cost of the marketing activities.

REFERENCES
Books and journals
Ali, H., Ashraf, S. and Siddiqui, F.A., 2018, March. CHALLENGES OF ISLAMIC
MARKETING–NAVIGATING BETWEEN TRADITIONAL AND CONTEMPORARY
BOUNDARIES. In 16th international conference on statistical sciences (p. 233).
Çalı, S. and Balaman, Ş.Y., 2019. Improving Marketing, Supply and Purchasing Decisions:
Mining Big Data Through an Integration of Sentiment Analysis and Intuitionistic Fuzzy
Multi Criteria Assessment. Computers & Industrial Engineering.
Dang, B., 2018. EU competitor benchmarking of cosmetic primary packaging in rigid jar form.
Case company: Sulapac.
De Mooij, M., 2018. Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
DYUSSEGALIYEVA, S., 2018. Segmentation of cosmetic services market in the Republic of
Kazakhstan. Journal of Modern Science. 3. p.38.
Gellatly, N. and Sewell, F., 2019. Regulatory acceptance of in silico approaches for the safety
assessment of cosmetic-related substances. Computational Toxicology.
Halla, N. and et.al., 2018. Cosmetics preservation: a review on present strategies. Molecules.
23(7). p.1571.
Jasman, A.O., 2018. The impact of social media marketing on purchase intention through
customer relationship at Wardah Cosmetics in Surabaya (Doctoral dissertation, Widya
Mandala Catholic University Surabaya).
Razmochaeva, N.V., Semenov, V.P. and Bezrukov, A.A., 2019, January. Role of Process
Automation in Quality Management of Enterprises in Perfumery and Cosmetic Industry.
In 2019 IEEE Conference of Russian Young Researchers in Electrical and Electronic
Engineering (EIConRus) (pp. 1449-1452). IEEE.

Online
Ansoff's Matrix. 2018. [online] Available through
:<https://en.wikipedia.org/wiki/File:Ansoff_Matrix.JPG>
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