Marketing Essentials: Roles, Responsibilities, and Strategies

UNIT 2 – MARKETING
ESSENTIALS
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Table of Contents
INTRODUCTION...........................................................................................................................3
PART 1...........................................................................................................................................3
Covered in PPT............................................................................................................................3
PART 2............................................................................................................................................3
Task 1a) Comparison of marketing mix of 2 organisations........................................................3
Task 2 b) Strategic marketing plan..............................................................................................6
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11
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INTRODUCTION
Marketing and promoting of products and services generate awareness among people. It
enables in attracting them to buy products. There are different ways and methods organisation
use to advertise. Basically, marketing strategies are developed according to market trends and
needs of customers (Adler, 2020). Without effective marketing it is difficult for business to
generate profits and sales. However, 7 P’s of marketing mix is also applied which provide a
framework to develop a plan. Marketing functions helps in effective promotion and maintaining
customer relationship.
The assignment will describe roles and responsibilities of marketing function. It will also be
discussed that how the roles are related with organisation in wide context. Moreover, two
organisation comparison will be done with help of marketing mix. At last a marketing plan is
developed.
PART 1
Covered in PPT
PART 2
Task 1a) Comparison of marketing mix of 2 organisations
Marketing mix is a framework and tactics that is used by businesses to promote their
products and services. It allows them to attain goals and objectives related to marketing. Usually,
there are four basic P’s such as product, price, place and promotion. Here, two companies
marketing mix is been described. This is as follows :-
Basis ZARA Tesco
Product Here, product refers to an item
that is been offered to people.
It is either tangible or
intangible. The company
basically deals in high quality
clothing, home and food
products.
Here Tesco provide various
products such as furniture,
software, books, electronics,
etc. it is having a variety of
products and services as well
such as banking, telecom, etc.
Place The place is location or region
where products are available
and distributed in the market.
Tesco products are available
in super and hyper market
which are located in major
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It must be easily accessible to
people so that they are able to
buy it. ZARA products are
available in their stores which
is located all around the world.
also, company offers it online
as well on their website
(Miller Jr, 2020).
cities. However, services are
offered through online website
as well.
Price Here, it refers to setting price
of product to be offered to
customers. ZARA follow
competitive pricing strategy to
target high class customers. It
is because their product are
kept in premium category.
This is an important element
in marketing mix because it
determines the price of
product at which it has to be
sold in market. Tesco follow
economic pricing strategy as it
is known as low cost provider.
Promotion It is another component of
marketing mix where products
are promoted in the market.
here, promotion is done via
sales promotion and
advertising.
Tesco do promotion through
different methods. They use
social media, TV, newspaper,
etc. for promotion.
Furthermore, company
focuses on advertising as
promotional strategy
(Salmana, and Jawadb, 2020).
People People are the employee or
managers that belongs to
company and offer services.
ZARA follow competitive
payment policy to retain them.
they provide several benefits
as well like share buy,
insurance, etc.
Tesco staff is highly
diversified in nature. The
company motivate them to
improve performance by
giving rewards.
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