The Role of Marketing in a Medium Organisation

This report discusses the role of marketing in a medium-sized organization, focusing on the concept and process of marketing. It also explores how the external environment influences marketing activities. Additionally, it provides an analysis of the structure and operations of a marketing department in a medium-sized company and highlights the importance of the marketing function to other departments in the organization.

The role of marketing
in a medium
organisation

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Marketing and an explanation of the concept of the marketing process.....................................3
How the external environment influences marketing activity. ..................................................4
An explanation of the structure and operations of a marketing department in a medium-sized
company. ....................................................................................................................................7
An analysis of the importance of the marketing function to other departments in the
organisation. ...............................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................11

INTRODUCTION
The role of marketing in medium corporation, this type of organisation is focus on
particular product which generates the nominal revenue along with the profitability. This
medium size of business is moderate in comparison of micro and macro business. Medium size
business involves the certain limit of marketing strategy. Marketing plays for short term
sustainiblity in medium size organisation. After that it change the strategy, introduce the new
product, make new norms, terms and conditions to come again with new shape. It include the
short term marketing strategy because it focus only monetary value. This report includes the
definition of marketing along with the explanation, concept and process in relation of bulb
energy limited(bulb.co.uk). It also involve the studies, in context bulb energy organisation,
which is PESTEL framework, operations of marketing and marketing function(Jin, Jung and
Jeong, 2018).
MAIN BODY
Marketing and an explanation of the concept of the marketing process
Marketing is a set of promotion of the enterprise, selling the goods and services, which
includes the marketing research, and promotion activities. This study is use for short term and
long term tactics. And the method of creating communication, delivering, and exchanging offers
that value for consumers, clients, partners, society and communities. It finds the needs of
customers with the help of information and analysing the marker place. This strategy is used for
justify the definition of marketing, opportunities and threats and also do evaluation of marketing
plan, examine the outcomes of markets and change the understanding along with the process of
market. Marketing collects the data, information, manage the situation as per the customer need
and demand. It also do the research to see the current scenario and full-fill the need of the
customer along with organisation which looking forward to make higher profitability or revenue
generation(Ardyan and Sugiyarti,2018).
The concept of marketing process includes the maturity and understanding about market
and consumer needs and wants, designing a marketing strategy for consumers, make combine
marketing actions that provide super condition, make profitable relationship, grab value from
consumers. This report discuss the process which is given below:

 Needs: This term involve the necessary things like food, shelter, safety, clothing etc. and
particular needs for increasing the knowledge. This thing considered basic necessities in
the society. And all these factor are basic part of human earnings.
 Wants: This term gives the satisfy needs which is design by the particular society.
 Demand: This term add the more value and satisfaction, which people demands their
product and give their resources.
Giving the structure to driven marketing methodologies for the consumer.
 This process target the market and define it, in which select the consumer for ready to
serve the products and services.
 This term includes how to give the goods and services to the consumers in best
possible way, which shows value to the customer.
Select a worth proposition.
 Production conception: Administration should focus on to increase and improve the
production.
 Product conception: Customers are able to purchase the product which is most quality
outcomes and new features.
In the addition of bulb energy limited, this organisation focus on full-fill demand of the customer
with available resources.
How the external environment influences marketing activity.
PESTEL includes all the factors which relates the political, social, environmental, technological,
economical and legal, which shows the overview of the organisation(Bocconcelli and. Et .al
2018).
Political factor that impact on bulb energy: political factor plays a import role in bulb
energy limited for long term tactics in a particular nation and market place.
 Excellent property protection.
 Decremental in taxation rates because this works as a ozone-friendly with the
environment to produce bulbs, led, DRL.
 Wage legislation, nominal wage and overtime.
 Collapse with business partners.

 Make the Anti trust law by the government in relation of independent oil and gasoline.
 Give the advantages to the employees, which is mandatory.
Economic factor that impact on bulb energy limited: This factor include the macro
atmosphere which are savings rate, interest rate, foreign exchange, inflation rate. Economic
factor that bulb energy limited organisation while considering PESTEL factor(Nyathi and. Et .al
2018).
 Skills level of the employee in term of autonomous oil and gas industry.
 Background level of the economy.
 It includes the workforce cost and production in the company.
 It shows skilfulness in financial marketplace which means if organisation needs to raise
their funds in local marketplace.
 It shows the different types of economic system, how they can manage and and hold
higher position for long duration of time.
 There are different types enterprise stages which is the state of being prosperous, mostly
identify the fall in GDP and try to return in normal stage which known as recovery.
Social factor which impact on bulb energy limited company: This factor impact on
the culture of the corporation in an atmosphere in the context to bulb energy limited company
some points are which is given below.
 Give the skills about the population.
 Defines the culture which is roles and gender.
 It defines the attitudes in term health, environmental etc.
 Education level along with education standard in the bulb energy limited.
 It shows the hierarchy include the class structure and strong structure in the society.
Technological factor which impact on bulb energy limited company: A organisation
must not be able to analysis on particular factor but this factor in relation of this bulb energy
limited organisation, this factor plays a very important in the organisation because without latest
technology operation will take more time to produce goods. While high speed of technology
reduce the consumption of time and organisation are able to generate revenue and profitability. It
also involves the understanding the following aspects:

 Technology affect on goods providing.
 Frequently technology development through the bulb energy limited organisation
competitors.
 Affect on fund structure in independent oil and gas corporation.
 Affect on value chain structure in basic components sectors.
 Prise of technological action.
 Give the advantage to the organisation.
Environmental factor which impact on bulb energy limited: Before taking step in new
market area or looking forward to start a new business in existing market organisation must
carefully and do the evaluation of the environment standards that are necessary to run in those
markets. There are few environmental factors which company should know before starting the
business(Abeza and. Et .al 2020).
 Depend on weather.
 According to rules and regulation environment pollution.
 Terms and condition about air and water pollution in independent oil and gas industry.
 Waste management in term of basic component sector.
 Attitudes willing towards the ecological and green products which is very beneficial for
the organisation.
 Supports to renewable energy.
Legal factor which impact on bulb energy limited: The legal factor are not big-
chested to protect the organisation along with the rights. Organisation must carefully evaluate
before step taking in marketplace also can lead the theft of the company secret with overall
competitive mark. There are few points about legal factor that energy bulb limited organisation
must know when enter in new marketplace(Sun, Price and Ding, 2019).
 Employment law
 health law
 data protection
 customer protection and electronic business

An explanation of the structure and operations of a marketing department in a medium-sized
company.
Structure and operations of a marketing department: The internal design of the
marketing department includes the various operations in multiple areas. But in the addition of
bulb energy limited it works on particular operation area because it is a medium size business in
this, it focus on particular product to give the best quality performance to the customers. It
divided in groups which make focus on specific objectives or goals and practicality. It depends
on needs of the business in which manger makes the strategies and view the operation of the
team. Structure of operation is able to manage the team members, employee in significant
manner(Polyviou, Croxton and Knemeyer, 2019).
An analysis of the importance of the marketing function to other departments in the organisation.
The importance of the marketing function to other departments: Marketing function
plays a massive act in the organisation along with the departments. In the context of bulb energy
limited this organisation build the relationship between consumers and the corporation providing
to the markets. This function also undertaking with branding of the corporation. It include the
activities which shows the promotion and people interaction with the help of feed back
collection. It also gives new opportunity to introduced the new product in the marketplace and
opposed the condition in which goods enter into the market without any publicity(Jin and Cho,
2018).

CONCLUSION
This report incudes the explanation of marketing, concept and the process in the perception of
bulb energy limited organisation which shows the activities, operations, methodologies or
strategies of the organisation which conclude or define the company working climate in ethical
manner. Also include the frame work of PESTEL analysis which relates the overview of the
organisation and show the which factor impact on the company. It involves conditions of the
organisation where is need to improvement and implementation, which makes better place in
market. The structure and operation of market defines the working segment of the organisation
which is best process of operation in the company. In last this research involve the importance of
market which identify the relationship between customers with the quality product and give the
satisfaction.

REFERENCES
Books and journals
Abeza, G. and et. al., 2020. The role of social media in the co-creation of value in relationship
marketing: a multi-domain study. Journal of Strategic Marketing. 28(6).pp.472-493.
Ardyan, E. and Sugiyarti, G., 2018. The influence of e-CRM capability and co-information
sharing activity on product competitiveness and marketing performance of small and
medium-sized enterprises. International Journal of Electronic Customer Relationship
Management.11(2). pp.158-178.
Bocconcelli, R. and et. al 2018. SMEs and marketing: a systematic literature
review. International Journal of Management Reviews.20(2). pp.227-254.
Jin, B. and Cho, H.J., 2018. Examining the role of international entrepreneurial orientation,
domestic market competition, and technological and marketing capabilities on SME’s
export performance. Journal of Business & Industrial Marketing.
Jin, B., Jung, S. and Jeong, S.W., 2018. Dimensional effects of Korean SME’s entrepreneurial
orientation on internationalization and performance: the mediating role of marketing
capability. International Entrepreneurship and Management Journal.14(1).pp.195-215.
Nyathi, K.A. and et. al., 2018. The role of accounting information in the success of small &
medium enterprises (SMEs) in Zimbabwe: A case of Harare. Journal of Business and
Management. (DRJ-JBM). 1(1). pp.01-15.
Polyviou, M., Croxton, K.L. and Knemeyer, A.M., 2019. Resilience of medium-sized firms to
supply chain disruptions: the role of internal social capital. International Journal of
Operations & Production Management.
Sun, W., Price, J. and Ding, Y., 2019. The longitudinal effects of internationalization on firm
performance: The moderating role of marketing capability. Journal of Business
Research. 95. pp.326-337.

REFERENCES
Books and journals