Unit 2: Marketing Essentials

This document discusses marketing essentials and the application of the selling mix to achieve enterprise objectives. It focuses on Primark, a fashion retail outlet, and explores the roles and duties of the selling function and marketing manager. It also includes the development of a basic selling plan. The document provides insights into segmentation, targeting, positioning, SWOT analysis, and marketing budgeting.

Unit 2: Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK1 ............................................................................................................................................3
Covered in PPT,......................................................................................................................3
P3 Analyse the ways in which various organisations apply the selling mix to the marketing
planning activity to achieve enterprise objectives..................................................................3
TASK 3............................................................................................................................................6
P4Produce and measure a basic selling plan for an system....................................................6
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is the promotional activity of the company which is related with purchase and
selling of goods and service in a well define manner. It include advertising, selling as well as
distributing of products to the people (Poleschuk, 2019). The prime objective of marketing is to
meet the needs of society. Hence marketing help in maintaining the relation with customer to
achieve desire goals and objectives of firm in efficiency manner. The present report is based
Primark which is an fashion retail outlet and its head office is located in Dublin Ireland. The
organisation was founded in year 1969 by Arthur Ryan and it serve in different parts of the
world. This report covers roles and duty of selling function in order to understand the need and
wants of user. Further report put emphasis on duty and roles of marketing manager which help in
completion of assign task in efficiently manner. At last marketing plan is developed in order to
make effective strategies of succession.
TASK1
Covered in PPT,
P3 Analyse the ways in which various organisations apply the selling mix to the marketing
planning activity to achieve enterprise objectives
Basis Primark Mark and Spencer
Price The price of Primark products
are reasonable and change as
per the need and requirement
of the consumer(Pricilla,
2019). Entity is using
attracting pricing policy in
order to attract more and more
customer.
M&S generally keep there
price high which reduce sales
and revenue of a company.
Firm is must use effective
pricing policy which help to
gain the attention of the user.
Along with this firm should be
flexible which assist in
improving marketplace and
productivity effectively.
Product Primark was founded in 1965
and have wide of clothes and
M&S help in providing
different kind of product line

other clothing accessories for
individual. Further firm also
provide various product to
different age group people.
of clothing to every age group.
This is one of the most popular
fashion brand which is
particularize in marketing high
quality wearable, home
commodity and food products
to the company.
Place This is essential for the
company to have proper
channel of distribution as
compare to other brands
present in the market. Firm can
provide every possible aspect
for covering large area for
ruler to Urban market.
Company has presences in
almost in every part of nation.
The entity has over different
stores in worldwide.
Expansion in France began in
year 1975 and from there
expanded to different nation of
the country.
Promotion In the case of Primark
company use attracting
schemes which help in gaining
more customer base. The
promotional strategy of firm
include social media and prints
advertisement in order to
promote product at the larger
scale. The use of Internet
media promotion has changed
the way of doing business.
The company use seasonal
discount and sales offer to
attract the respective user.
Along with this, entity also use
vouchers and coupons for the
people as part promotion of
company. Management also
focus on TV advertisement as
to focus on larger customer
base. Company is also moving
towards online promotion as
this is one of the best method
having effective revenue of the
company.
Physical evidence The include company Company has attracting

presences which include
physical stores, offices of the
company. The low pricing
strategy has its benefits. This
will hamper presence of firm
to purchase the product in bulk
.
interior design and have better
product services which help in
grabbing the attention of the
consumer towards the store.
Other physical evidence are
employees and workers who
are working the organisation.
People Primark has around 70,000
employees which are paid
similar to the way its
competitors like M&S. The
company main target are the
young adults which are aged
between 16 to 30 and who are
fashion conscious regarding
the trendy clothes at the lower
price.
M&S has people who are
working as the sales with the
responsibility selling goods
and services to users. There are
different department in
company such as marketing,
sales and finance department
which are consider as people
or employees who tend to
contribute to improving the
current positioning of the
company.
Process Primark has strong distribution
channel which ensure in timely
delivery in goods and services.
In the peak hours company
tend to increase there staff to
increase the staff in order to
maintain demand and supply
of the company. The process
carried in organisation such as
customer experience and
employees training should be
Company has to use new
technology to maintain the
demand and supply of
marketplace. M&S has online
delivery process where orders
are received in the computer
system and based on these
orders, the relevant products
from the inventory are shipped
to the delivery service
provider. Apart from this

improved for creating brand
image.
company is actively
participating in market
research which to figure out
the customer needs and take
feedback to make changes in
the process to provide better
service and product.
TASK 3
P4Produce and measure a basic selling plan for an system.
Marketing plan is consider as the blueprint for the company which tells about those
activities which are essential for the company to develop for reducing risk and uncertainty
present in the market (Weller, 2019). This also help enterprise to create proper strategies which
help in improvising the working environment of company and help in achieving desire goal as
well as objectives in a well define manner. In regards of Primark marketing manager has a prime
duty to create an effective plan which help firm to achieve predetermine targets. Proper planning
preceded activity in a purposeful manner and the firm needs to undertake a goods improvise the
working condition and productivity to enhance the positioning of the company.
Overview of the company
Primark is an global merchant market which offers the latest fashion, appearance and
interior ware at the best value in regards of competitors. In present day there are around 370
stores in twelve countries across Europe and Asia. For improving the sales of the company this is
essential for improvise marketing strategy which help in expanding business for betterment and
growth. Marketing manager have the responsibility to indulge in proper planning and make sure
that firm provide satisfactory service to end user. Primark offers diverse range of product,
including baby and children, menswear and beauty products.
Mission: Primark believes in continuous improvement as well as aid in making effective
marketing strategies in order to offer high quality product and service to respective customer.
Vision: The vision statement of the company to create effective brand name which has
become the prime priority for every individual present in the market.

Marketing objectives:
 The main objective of the company is to increase the sales by 10% in coming five years.
 Company is launching new product which are made by recycling material and also to
increase market share by 5%.
STP approach:
Primark is the retail figure in the UK retail marketplace and it has to face immense
challenge from the rivals present in the market which include M&S and Burberry. STP is all
about acquire supreme commodity and service which are secernment over the rival in order to
meet customer needs, gaining advantages in order to increase the strength and capabilities of the
firm. In this flexible market surroundings it is extremely essentials for organisation to relate
characteristic as well as attributes of the product to customer requirement more closely. Firms
are more concerned about reduces overall cost which incurred by the company as this help in
making effective decision.
Segmentation: Global market are very different and often organization find it especially
hard to reach to all the users. This create disarray amongst the worker and industry to sell the
commodity. In the context of Primark this is important for marketing manager to segment the
product line as per the need and requirement as this will aid firm to enhance the productivity and
market share effectively. The segment can be done on the basis of age, gender and customer
preferences. Separation of users into these small department will form it easier for the
organization to target particular buyer.
Target: This refers to the activity which is precede by the market segment. As the name
suggest target is the process of choice a specific group after the division of the marketplace is
done. Thus it is important to focus on the judgement and action of one or more known market
segments at which to direct merchandising resource by creating proper selling mix to define the
target. For the organisation like Primark manager should target those individual which provide
business to company. Along with this, chosen part is made centring of encompassing marketing
plan. This is crucial for the company to understand the likely target industry which is important
for the business as it saves the organisation time and attempt by centring on the specific target.
Positioning: In the phase of position this is essential for the company implement the
segment marketplace so as to make a definite picture of the special commodity in the mind of
consumer. Primark management should focus on providing high quality product and service in

order to build the positioning in the market. Further marketing team should put emphasis on
promotion and brand the company in such a way which aid in creating brand image in the
industry. Brand positioning provide insight into brand execution and gives signal for marketing
communication used to assist the brand. As Primark need to reposition the perceptions of
customer by providing range and quality of the clothing to be more trendy and stylish. Further
the company should focus more in store service by this make shopping more convenient for
customer to shop.
SWOT analyses of Primark:
Strength Weakness
 Primark major strength is there wide
range of products which aid in
gathering large audience effectively.
Along with this company offers trendy
clothes which provide competitive
advantage for Primark to expand
business (Zahay and et., al., 2019).
 The major plus point is the pricing
policy which attracts more customer
base . Further the company offers job
opportunities and employee around
27,000 people across the world.
 Despite being a member of the ethical
trading Initiative there have negative
report concern about the business
operation. The company has alleged
that they are using child labour to
produce the goods which is consider as
unethical practises.
 The another major weakness is that
they do not sell product online which
slow down the company sales. On the
other hand company do not focus on
advertisement which provide
competitors advantage to gain over the
market.
Opportunities Threats
 The opportunities lies in expanding the
business globally which able to capture
untapped market. Furthermore stores
must be open 24/7 which help in
providing better services to end user.
 Rising health concern in market
 The major threat to the company are the
rivals present in the market. There are
various companies such as M&S,
ZARA which provide better services to
consumer for and capture large market
share.

organisation need to provide fitness
clothes and the company needs to
invest in fitness clothing which assist
firm to cater larger customer segment.
 The increasing cost of raw material is
concerned about raising the price of a
product which is a major threat to a
company.
Marketing budget:
Marketing budget is a plan which is related to the cost. Marketing budget is the estimated
amount of cost which is require to promote the product and service effectively. This include
promotional costs like advertising and public relation, employing staff and other expenses. . This
budget is developed to estimate the costs that are necessary for growing a business. Generally
high selling budgets are kept when new products or services are establish in the market as
institution have to spend on advertising. Here is the detail information about the marketing plan
and the cost estimated in execution of this plan effectively.
Monitoring and control:

Once marketing budget of the company is formulated, it is major responsibility of
marketing manager to control and monitor each and every activity in a specific time period. The
main purpose of behind such step is to reduce unethical practices and avoid such kind of risk and
uncertainty (Lippold, 2019). For Primark management should empower the productivity and
examine each and every aspect which is associated with operating market development or
expanding business. With the proper management company can achieve their pre determine
goals which is beneficial for the company.
CONCLUSION
From the above mentioned report this has been identified marketing plays an vital role to
promote business and productivity in a well define manner. Apart from this, marketing process
assist entity to increase the sales and revenue for betterment and growth. Marketing mix is taken
under consideration for understanding the market in a detail manner. At last Plan has been made
to gain success in future. As the result it help in fulfilling the needs and demand of ultimate
consumers and improve the sales for the company in effectively manner.

REFERENCES
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