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Marketing concepts assignment : Maliban Biscuits

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Added on  2021-04-05

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The purpose of this assignment is to understand on “Marketing” and how it is playing a vital role in organizations. For that, a specific organization has been selected and analyzed in order to understand how marketing is practiced practically.  In this assignment, firstly marketing has been introduced and defined in order to get a general idea about marketing. Further, marketing concepts are discussed. Maliban biscuit manufactures (pvt) ltd has been selected and introduced to explain the practice of marketing in an organization. 

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Marketing concepts assignment : Maliban Biscuits

   Added on 2021-04-05

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Table of Contents1.0Introduction....................................................................................................21.1Marketing Concepts...................................................................................21.2Maliban Biscuits Manufactories (Pvt) Limited............................................42.0Roles and Responsibilities of Marketing Function of Maliban BiscuitsManufactories (Pvt) Limited....................................................................................43.0Analysis Marketing Environment of Maliban Biscuits Manufactories (Pvt)Limited.....................................................................................................................63.1Micro Environment.....................................................................................63.2Macro Environment....................................................................................73.3PESTEL Analysis.......................................................................................73.4Marketing Environment Analysis of Maliban..............................................84.0Inter-relationship between marketing department and other department inMaliban (Pvt) ltd......................................................................................................85.0Evaluation of key elements of Maliban Biscuits Manufactories (Pvt)Limited’s Marketing Functions.................................................................................96.0Conclusion...................................................................................................107.0References..................................................................................................10YTable 1:Definition of Marketing Concepts..........................................................3Table 2:PESTEL Environment factors.................................................................7Page |
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1.0IntroductionMarketing is one of the key elements of a business process, which holds agreater importance in the contemporary competitive business world. Marketing isstarts with customers and ends with customers. Because, Marketing is gettingreach the products and services to the customers’ hands. Therefore, the ultimatetarget of Marketing is the customer. Various scholars and institutions haveprovided definitions for ‘Marketing’. Philip Kotler defines marketing as, a societalprocess by which individuals and groups obtain what they need and want throughrelationship in a dynamic environment. Ultimately, the summary of all thedefinitions is satisfying the customers’ needs and wants with a profit(S.H.H.Kazmi, 2007).The purpose of this assignment is to understand on “Marketing” and how it isplaying a vital role in organizations. For that, a specific organization has beenselected and analyzed in order to understand how marketing is practicedpractically. In this assignment, firstly marketing has been introduced and defined in order toget a general idea about marketing. Further, marketing concepts are discussed.Maliban biscuit manufactures (pvt) ltd has been selected and introduced toexplain the practice of marketing in an organization. Further, key role andresponsibilities of marketing function is explained with respect to the maliban(pvt) ltd. Then, marketing environment is discussed through analyzing the microand macro environments of maliban (pvt) ltd. next, importance of inter-relationship between marketing department and other departments of anorganization this is also explained with the context of maliban (pvt) ltd. Finally anevaluation has been done on the key elements of marketing functions of maliban(pvt) ltd.1.1Marketing ConceptsAlong with the time, the concept of marketing has been changed along with thechanges in business environment. Organizations have broadened or modifiedtheir focuses on marketing functions time to time. These gradual changes can bebrought into a whole picture which shows an evolution of these marketingconcepts. (S.H.H.Kazmi, 2007)Page |
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This evolution can be shown respectively as below:Table : Definition of Marketing Concepts.CONCEPTDEFINITIONProduction ConceptThis concept considers that if organizations produce moreproducts and supply more to market at a reasonable price, theconsumers tend to buy their products.This concept mainly focuses on more production and fair price.Product ConceptThis concept focuses more on quality. Based on this concept,organizations tend to produce goods with more quality to makethe consumers buy the products.Selling ConceptSelling concept mainly focuses on promotional activities. Basedon this concept, organizations tend to increase sales and profitthrough promotional activities.Marketing ConceptThis concept was introduced after realizing that by producingmore goods with quality and doing promotional activities, thecustomer wants and needs are not fulfilled.This concept focuses on producing quality products, afterconcerning on consumers’ needs, wants and purchasing power.This concept gives preference to consumers’ needs and wants.Societal MarketingConceptMeanwhile producing quality products based on consumerneeds and wants and doing promotions, this concept alsofocuses on societal well fare. This concept focuses on 3 mainthings, which are:1. Maximization of Consumer well fare2. Maximization of Organizational well farePage |
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3. Maximization of Social well fareCustomer ConceptUnlike marketing concept, which focuses on all the consumersin the market, this concept focuses especially only on thecustomers of target market. Identifying the specific customers indifferent target markets and fulfilling their specific needs andwants is the main focus of this concept.(Source: Author developed, 2019 Based on (S.H.H.Kazmi, 2007)1.2Maliban Biscuits Manufactories (Pvt) LimitedMaliban is one of the leading biscuits manufacturers in Sri Lanka. They areexisting in the market around sixty years. The founder of the company is Mr.Anulugaha Gamage Hinnyappuhy. The main products of the company arecrackers, cookies and wafers. Maliban Company also produce milk relatedproducts and agri related products such as Maliban kiri and Maliban tea. MalibanCompany is supplying their products to more than hundred thousand stores allover the country. And also they exporting their products to thirty five counties.Maliban started exporting its products in 1964. Maliban Biscuits have ISO 9001,ISO 14001, ISO 22000 and OHSAS 18001 certificates. There are 1250employees working in Maliban. The current chairman of the company is Mr. A. G.Ratnapala Samaraweera. Their Vision and the Mission: Vision“To be the most successful and respected Biscuit company in Sri Lanka”Mission“To win the Hearts and minds of customers by delivering food propositions withexceptional quality, safety and value whilst being environmentally and sociallyresponsible, creating employee satisfaction and returning optimum value tostakeholders (Maliban, 2019).2.0Roles and Responsibilities of Marketing Function of MalibanBiscuits Manufactories (Pvt) LimitedAs Stated, marketing is a vital part of business, without which any kind ofbusiness cannot exist. Marketing specifically plays some significant role in anorganization. As any Organization, Maliban’s Marketing functions play thefollowing kinds of roles:Creating and retaining customersPage |
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