Unit 2 : Marketing Essentials
Added on 2020-12-29
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UNIT 2Marketing essentials
Table of ContentsINTRODUCTION...........................................................................................................................3MAIN BODY...................................................................................................................................31. Introduction to the concept of marketing, including current and future trends......................32 An overview of the different marketing processes..................................................................43 Explanation of the role and responsibilities of a marketing manager in the context of theorganisation.................................................................................................................................54 An explanation of how marketing influences and interrelates with other functionaldepartments of the organisation..................................................................................................65 The value and importance of the marketing role in the context of the organisation................66 Conclusions that emphasise the significance of having effective interrelationships betweendifferent functional departments.................................................................................................77 Compare the ways in which the chosen organisation applies the marketing mix....................78 Produce and evaluate a basic marketing plan for the chosen organisation............................10CONCLUSION..............................................................................................................................13REFERENCES..............................................................................................................................13
INTRODUCTIONMarketing is the process of giving teaching to consumers about features and attributes ofspecific product, with it they influence to purchase. Marketing key is to select right method andmessage to educate and affect consumers behaviour. Ultimately marketing is the process it startsfrom getting a product and services from manufacturer to ultimate consumer. In marketingincludes framing a product or services by identifying consumer needs and wants then promotingit with help of right channel. This report is based on IKEA is a swedish multinational group thatdesigns and supply ready to assemble furniture, appliances of kitchen and accessories and othergoods related to home services. It is world's largest furniture retailer since 2008. this report isbased on marketing with its recent trends and marketing processes. In addition to marketingmanager plays and dependencies on other departments of marketing. Marketing mix that applyby IKEA to attain business objectives. Further it describes about marketing plan of organisation.MAIN BODY1. Introduction to the concept of marketing, including current and future trends.Marketing concept believe that organisation have to assess needs and wants of consumersis the first and foremost goal. According to these needs firm have to take decisions to satisfytheir needs and wants better than their competitors. Marketing concept states that consumers aremain driving force (Baines, Fill and Page, 2013). On other hand IKEA's marketing conceptbelieve on providing a broad range of furnishing products at affordable price to so many people.It is possible by combine all functions, quality and design and value by keeping sustainability asa goal (Baker and Magnini, 2016).There are majorly five concepts of marketing:Production concept:That concept states that consumer prefers product that are widely available andinexpensive also.
Product concept:In that consumer favour to purchase products that offers quality, performance andinnovative features.Selling concept:This concept states that consumers only buy those products, if company aggressivelypromote products in market.Marketing concept:In that marketers focus on needs of target market and deliver value. That strategy statesthat organisation have to build product so strongly that consumers automatically purchase it.Societal concept:in that marketers build product by observing needs of consumers better than competitors.IKEA have to follow marketing concept and build product in strong manner that consumersautomatically purchase them.Recent marketing trends:In current marketing that organisations avail virtual reality to engage consumers bymaking emotional connection with them. In case of IKEA it making shopping easier by VR,from that an consumer can test furniture from their home. It launch a pilot virtual reality appthrough it consumers test different types of kitchen through HTC's vive headset. Organisationavails artificial intelligence to make marketing campaign more successful. In case of IKEA itresearches in Singapore to teach industrial robots to assemble an chair of IKEA for first time inworld. Lot use of social media to interact with consumers in which Facebook, Twitter and others.2 An overview of the different marketing processes.Marketing follows an distinctive processes that are as follows;Mission:firstly find out mission statement, that explains for what company exists. IKEA missionis to create better life for everyone. It supports vision by providing a range of well designed,home furnishing products at lower price (Brooks and Simkin, 2012.).Situation analysis:In that organisation observe both their strengths and weaknesses in market. In itsweaknesses it have to communicate with its consumers and stakeholders. Its strengths are it is a
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