Marketing Plan: Roles, Responsibilities, and Marketing Mix Comparison

This report provides a comprehensive analysis of Amazon's marketing function, exploring the various roles and responsibilities within the marketing department. It delves into how these roles contribute to customer satisfaction, market research, budget management, and brand equity. The report also examines the interrelation of the marketing department with other organizational units like HR, Finance, and IT, highlighting the importance of a cohesive structure. Furthermore, the report compares Amazon's marketing mix with that of its competitor, eBay, analyzing product, place, and pricing strategies. Finally, a basic marketing plan for Amazon is developed, incorporating key elements of the marketing mix and addressing business objectives, making it a valuable resource for understanding Amazon's marketing approach and strategy.

Marketing Essential

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1: Different roles and responsibilities performed by Marketing department.......................3
P2. Explain how roles and responsibilities of marketing relate to the wider organizational
context....................................................................................................................................5
TASK 2............................................................................................................................................7
P3: Comparison of two companies in the same sector applies marketing mix to achieve
business objectives.................................................................................................................7
TASK 3 .........................................................................................................................................10
P4 Development of a basic marketing plan..........................................................................10
CONCLUSION.............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing is a process which is used by business organisations in order to promote their
products and services in marketplace. In other words, marketing is a process through which an
organisation attracts large number of individuals towards its offerings. Marketing is very
important for organisations because it not only supports them in improving their brand image in
market but also helps firms in maintaining effective relations with customers. Chosen
organisation for this project is Amazon which is an American technology company that's
headquarters are situated in Washington, U.S. Present report will be discuss about the different
roles and responsibilities of marketing function in marketing atmosphere. In addition, several
ways in which different organisations apply marketing mix in marketing process will also
covered in this report. At last, A marketing plan for the taken company will also formulated in
the assignment.
TASK 1
P1: Different roles and responsibilities performed by Marketing department
Marketing division of each organisation plays very crucial role in improving business
performance and sales figures because it increase satisfaction level of customers through
providing them services and products according to their needs. Marketing department of
Amazon also plays various roles and responsibilities so that growth and sustainability of firm
can be maintained at marketplace. These roles are given as below:
Customer satisfaction – It is an essential role that is performed by marketing
department of Amazon in which they have to increase the satisfaction level of customers because
without satisfying their needs organisation can't gain growth and success in marketplace.
Therefore, it is the prior function in which they are responsible for increasing satisfaction level
of customers. In Amazon, their marketing department also perform this role by taking feedbacks
and suggestions regarding the offerings of organisation. So that if any issue is identified then it
can be resolved effectively. Feedbacks from customers are also taken by marketing department
of Amazon while a new product is launching by them (Ahrens, 2011).
Market research: It is also an important role which is played by marketing department of
Amazon. In it, they have to conduct surveys or market research so that current trends and needs
of customers can be identified effectively. In Amazon, their marketing department also conduct

market research on regular basis so that if any changes are required than it can be adopted
according the market trends. In addition, this role of marketing department also helps the firm in
developing new products as per the needs and preferences of customers.
Manage marketing budget – It can be considered as the main role of marketing
department in which they have to formulate budget and manage funds accordingly so that
desired objectives or goals can be achieved effectively. In it, marketing division of Amazon have
to monitor the changes of market so that an effective budget can be formulated for marketing
activities. Tracking of changes in market is important because there are several external factors
like rival's strategies, discount policies etc. that can affect the marketing activities. So that, it is
important for head of marketing division of Amazon to analyse situation of market and make
budget accordingly because it will leads the firm towards growth and success in market (Baker
and Magnini, 2016).
Packaging and labelling: Packaging can be defined as a process which is used by
organisation for protecting their products from damaging, destructing etc. whereas, labelling is a
slip of paper which defines legal requirements that are adhere by firm for making the product. In
this process, marketing department of Amazon plays very important role in which they have to
ensure that all desired products are delivered in market or not along with, relevant information
which is needed by customers for purchasing products of firm (Functions of marketing, 2017).
There are also some important roles which are played by Marketing division of Amazon
in marketing environment which are given as below:
Developing marketing strategies: In this role, marketing department of Amazon have to
formulate strategies and policies so that their marketing activities can be carried out effectively
in competitive marketplace. In addition, this role also helps the organisation in maintaining each
functions according to the market trends so that better results can be obtained in future
(Berkowitz, 2016).
Monitoring and managing social media – In it, marketing department have to maintain
or manage social media pages or websites of organisation so that high awareness about the
products and services of firm can be spread among the marketplace. Use of these channels are
beneficial because through it, marketing department of Amazon can easily increase the
customer's reach towards their products and save cost of firm which can be used by the
managers in other operations.

Brand equity: It is a term that is used to describe value of brand in the mindset of
customers. Marketing division of each organisation have responsibility to build strong brand
image so that interest of customers can be influenced in favour of purchasing company's
products. In it, marketing department of Amazon have to influence interest and buying
behaviour of their targeted customers by using several promotional tools like Advertisements,
digital platforms etc. so that sales figures of offering can be increased in market.
P2. Explain how roles and responsibilities of marketing relate to the wider organizational
context
Amazon is a big organisation as it performs its functions at global level due to which
several departments are made by them for managing each operations or functions effectively. In
which, marketing is the main department that is directly related with several departments of
organisation. Interrelation of Marketing with other organisational divisions are given as below:
Marketing and Human Resource department: HR division of Amazon have
responsibility to hiring knowledgeable and experienced candidate for the organisation so that
their contribution can be taken for achievement of goals. Whereas, marketing division of
Amazon have duty to chose effective promotional channel so that large pool of candidate can be
attracted for vacant positions of organisation (Blythe and Martin,2019). For example- digital
marketers are required within the firm so as to increase sales of offering of Amazon in which,
HR division of organisation have responsibility to frame attractive job description and provide it
to marketing department for advertising it on several job portals in order to attracting
experienced candidates. In return, HR department will also conduct interviews for candidates
and chose knowledgeable and experienced candidates who have capabilities of performing their
work effectively. Hence, it can be said that there is an interrelation between these divisions
which also helps the Amazon in achievement of its goals and objectives.
Marketing and Finance department: Finance department of Amazon is responsible for
formulating budget and managing expenses of firm so that each functions of firm would be
carried out effectively. Whereas, marketing department have responsibility to conduct market
research and use promotional tools for attracting customers towards offering of firm. These both
departments are interrelated as adequate funds are required by marketing department for
conducting each activity (Clow and James, 2013). For example- marketing department of
Amazon wants to conduct market research so that new trends and needs of customers can be

determined easily. For this, adequate amount of funds are required which will be fulfilled
through taking help of finance department. After taking support from finance division of
Amazon in terms of funds, marketing department will be able in executing market research
effectively.
Marketing and IT department: As Amazon is an e-commerce company which is fully
depended on IT systems due to which IT department of Amazon have responsibility to manage
or implement effective IT systems or machines so that any difficulty not be faced while solving
customer's queries or problems. Whereas, marketing department of Amazon is responsible for
carrying out market research so that latest trends of technology can be identified and
implemented at workplace so as to improving performance of employees and solving queries of
customers in quick manner. In addition to this, marketing division of Amazon will also provide
actual informations about latest trends of technologies to IT department so that it can be further
implemented in workplace for enhancing productivity of organisation (Desai, 2013).
Marketing versus warehousing department – For effectively managing the quantity of
products and services of organisation at a single place, warehousing department plays very
important role because it not only manages the quantity of offerings of company but also helps
the organisation in maintaining desired stock level of products and services. Whereas, marketing
department of Amazon analyse the needs and wants of customers so that stocks of those
products would be maintained in warehouses which are required in marketplace. In addition,
marketing department also provides knowledge regarding the latest trends of market and
preferences of customers to the warehousing department. So that through fulfilling desired needs
of customers competitiveness can be gained by Amazon.
Importance of interrelationship – Interrelation between several departments are
necessary because it not only helps the firm in solving the queries of customers but also leads the
amazon towards gaining competitiveness in marketplace. For example – If finance department is
not provide adequate support in terms of funds to the marketing department then, members of
marketing division will not able in executing their activities effectively which directly affect the
profitability of firm in negative manner (Fırat, 2013). Therefore, it is important for management
of Amazon to make better communication structure within these departments so that growth and
sustainability of organisation would be maintained in marketplace. Interrelationship between

marketing and other functional units is very beneficial because it supports the management in
building healthy atmosphere at workplace.
TASK 2
P3: Comparison of two companies in the same sector applies marketing mix to achieve business
objectives
Marketing mix is a concept in which the strategies related to a particular product and
place combination is defined at the right place and right time. To achieve competitive advantage
in the market, it is important for the management of Amazon to differentiate their marketing mix
with their rivals so that it motivates them to update their existing plans and strategies which
brings them ahead than their rivals in competitive market environment. In market, Amazon is
facing tough competition from their rival i.e. Ebay which is also engaged in similar sector. Here
are the marketing mix of these two organisations:
7 P's OF MARKETTING IN CONTEXT OF AMAZON INC
Product- In marketing mix, product is defined as the good in which company deals.
Amazon's products are categorised into four concept – Amazon websites, Electronic devices,
Media content, Amazon web services. There are various online services that are provided by the
Amazon like Amazon prime and many more which is the result of expansion of market (Jones
and Rowley, 2011)
Place- In this mix, the decisions regarding the place where the product will be sold is
defined weather its through retail, wholesale or internet. Amazon do not posses any physical
store and the company is working on the basis of online sales channel and using the e-commerce
as nature of business. The place through which Amazon provides its services is an online
website.
Price- In this mix, the strategies related to price skimming or price penetration is defined
and cost relationship is also build. The revenue of the amazon is based on the seasonal
variations. The Amazon's pricing strategy is affected by the pattern by which revenue is
generated. One of the most important strategy used by amazon is Cost leadership that means
providing product at lower prices through better control on cost (Joshi, 2012). for e.g. company
takes product from market and whole sale retailers and sales them to customers in reasonable
prices.

Promotion- In this mix, the strategies related to promotion of a product is define by
using various techniques such as special offers, advertising, endorsement, user trails and so
many. Amazon also uses promotional activity through effective advertisement and the most
common strategy that is used by amazon is providing special offers such as discount and many
more. For example- social media platforms and online platforms are mainly used by Amazon for
promoting their products and services.
People- In this mix,the decisions are taken for the welfare of human resource working for
company. The focus is toward providing better culture to the employees of the company and
another focus is towards the customer who will ultimately buy the product. The advantages to
employee while working with amazon is the employee get great compensation and many
opportunity to grab the extra knowledge which enhances their career. Management of Amazon
provides training and development programmes to their employees so that they can perform
their works effectively.
Process- In this mix,the decision related to the system that affect the company while
executing its service. The companies make sure under this mix that they posses the proper
system to control cost. Company is using online platforms for delivering their products to the
customers in the market. Main reason behind using this platforms are that, company wants to
satisfy needs of large number of customers within a small period of time. Amazon work with
overall cost leadership strategy which is also copied by the competitors (Khan and Adil, 2013).
Company uses easy process such as they offers products and services to the customers on their
home or location where they want products.
Physical evidence- In several companies, there is a physical place where service is
provided. It also reflect how they sensed in the market area. The actual feedback is generated
from the physical place where product or service is delivered that the services is accepted by the
peoples. It influences the mind of buyer. Amazon do not sell the product or provide service at
any physical place. The work of amazon is done by the e-commerce. Amazon provides it
services on a website called as Amazon. Company also provides collection points to their
delievery boys so that they get motivated for performing their duties in well at workplace.
Marketing Mix of eBay-
Product- A product is a goods or services which can be in nature of tangible or
intangible. Assessing the type of product to be served is an important factor as it is directly

related to the demand factor. This means demand is influenced by the nature of product. A
product is built has a specific life cycle which includes introduction phase, growth phase,
maturity phase and decline phase. In old times eBay was selling vintage items but currently 80%
of the items sold on eBay are new. The products that is offered by eBay are electronics, cars,
Fashion, collectibles, coupons and more of different brands (Lipsman and et. al,, 2012).
Place - It is an very important part of the Marketing mix. It refers to a physical place or
a point where products are distributed which is approachable to potential buyers. For this, the
understanding of target market is necessary as it will result in the efficient positioning and
selecting right distribution channels which connects company with the market. eBay is an
business which is run through e-commerce and on online platform. This means services of eBay
can be used from anywhere but if two conditions are met-
Internet connection should be available with the user
Access with online payment methods approved by eBay. It is recognised as Top 10 retail brand.
The company's websites and eBay app are sources of sale or can be known as sales channel. The
website is www.eBay.com.
Price – The price is the amount determined by the company that a consumer will pay in
exchange of the product. It is an important component of marketing plan as it defines firm's
survival and profit. Any change in the price policy influences the sales and demand. The strategy
which eBay use is cost leadership. The eBay on its platform charges from seller in relation with
the competitive prices to retain them for long term. The eBay offers two option that are fixed
price format or Auction style format (Malhotra, Birks and Wills, 2013).
Promotion – It is a tool for creation of awareness about the product through different
channels that are Advertisement, Public relation, sales promotion etc. The eBay uses
promotional strategies like open an eBay store or take advantage of social media and spreading
globally which initiated Global Shipping Program.
People - It refers to the company employees working for the organisation and to
estimate that there are adequate people present in the target market. Both are necessary for the
company as one deliver the service and another one receives. The company has formulated
certain HR policies and adopted friendly techniques. The employees are selected with great care
so the selection process results with hard-working employees.

Process – Process is a way that shows the system used in sales funnel, distribution
system and other systematic process which check that business is working effectively. The
review of the process is applied to ensure that the cost is minimised. The eBay generates income
by a complex process which includes steps that are system of fee, listing product features, and a
final value of sale yield by seller (Mihart, 2012).
Physical evidence - It is a place where services are delivered and concern the way by
which product is reprieved in the market. This the physical evidence which proves that the
business exists. For example, when a person think of burger, 'Burger King' comes in the mind.
The eBay consist five level of stores that are starter, Basic premium, anchor, and enterprise and
they contain their own fee structure with different discounts value that result in final value fees.
Tactics applied by Amazon to achieve organisational goals and objectives:
Amazon is an e-commerce firm which operates its business operations at global level so
that they have to adopt several marketing tactics so that desired objectives can be achieved in
systematic ways. Such tactics includes using data to up sell, Free shipping, Loyalty programme,
time limited sales etc. For using free shipping tactics they firstly identify the customers who
prefers to buy products from online channels then they provide free shipping of products to these
customers so that their loyalty can be increased towards Amazon. After it, they also organises
loyalty programmes in which they provide discounts on shopping to their existing loyal
customers so that sales figures of firm can be increased. Apart from that, they also organises
time limited sales for customers so that profitability and competitiveness can be maintained in
marketplace (Papasolomou and Melanthiou, 2012).
TASK 3
P4 Development of a basic marketing plan
Marketing plan can be defined as a blue print which helps the marketing department of
organisation in executing their activities or functions effectively. In addition, it is an essential
requirement of marketing department which helps them in carrying out their functions so that
desired goals and objectives can be achieved in given time-frame. This plan also assist the
marketing department in determining course of action that should be taken for ensuring success
of new products which are launched by the firm in future period. Marketing plan for Amazon is
given as below:

Overview of the company
Amazon is an American base multinational e-commerce and cloud computing firm
whose headquarters are situated in Washington, United States. Offering of company includes
Amazon Echo, Fire OS, kindle, Music, Prime etc. Amazon is also known as one of the top
technological firm among Google, Facebook and Apple. Organisation was founded in 1994 by
Jeff Bezos as an online book retailer but after sometime it was expanded to other products like
electronics, software, video games, jewellery, daily use products etc. In 2015, Amazon have
surpassed their giant rival Walmart in terms of market capitalisation (Pike, 2015). More than six
million employees are employed by the organisation throughout the world. Management of
Amazon have decided to introduce new mobile phone named as Quicky which will be equipped
with features such as 2.2 Ghz processor with android 9 Pie along with 250 GB inbuilt memory, 8
GB ram, 48 megapixels rear and 10 MP front camera, 4500 mah battery. This Product is mainly
developed by Amazon for those customers who have higher income level and also those who
mostly travels on regular basis. Marketing plan of Quicky is given as below:
Situational Analysis
SWOT Analysis
This analysis is used by organisations for determining their internal capabilities so that
challenges of future threats can be handled effectively. Through using this analysis, organisation
can easily take effective measures for improving weak areas so that future threats can be
eliminated easily. Explanation of these strengths and weaknesses along with opportunities and
threats are given as below:
Strengths
 Global presence of company across the world makes strengthen of it among its rivals.
 Good distribution channel is maintained by company for effectively delivering the
products and services to the customers as a result of it, company have achieved good
competitiveness in marketplace.
 Company is highly based on IT systems due to which it is ahead from its competitors.
Along with it, due to high volume of traffic large number of third party sellers always
attracted towards beneficial schemes of firm.
Weaknesses

 Free delivery of products and services is influencing the profit margins of company
negatively.
 Sometimes customers cheats the firm such as asking for refunds even after product has
been delivered which is affecting negatively on the profitability of firm. Increasing of competitors in e-commerce sector and people who have less knowledge of
using online platforms are also impacting on the sales figures of organisation.
Opportunities
 In future times, company can expands their market share in developing nations like India,
China etc.
 Amazon have opportunity to provide effective tabs for tracking the products on
applications for their customers so that grievances of customers regarding the
undelivered services can be resolved which are highly affecting the brand image of firm. Company can also make acquisition of small e-commerce platforms so that large market
share and profitability can be grabbed by firm in future period of time.
Threats
 Management of Amazon was also involved in several incidents which were related with
selling of books like Pedophile's guide to love and pleasure, Employees till treatment etc.
that have also reduced the brand image of firm in previous years.
 Cyber crime is increasing regularly that can become threat for high security system of
Amazon. Giant Competitors like Alibaba, Walmart and their strategies can become threat for
profitability and sales figures of Amazon in market.
Objectives
Management of Amazon have framed SMART objectives for introducing New mobile
phone whose name is Quicky as given below:
 To increase the sales figures of new mobile phone quickly up to 10% in next 5 months.
 To enhance market share of company by 15% in upcoming 5 months.
 Uplifting the profitability of firm from 10 to 15% in next 3 months. To decrease cost of inventory and production to 3% in next 2 years.
Strategies