Marketing Essentials for AUDI: A Comprehensive Report

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Marketing Essential
AUDI

Table of Contents
Introduction......................................................................................................................................3
LO1..................................................................................................................................................4
Explain the roles of marketing and how it interrelates with other functional units of an
organization.....................................................................................................................................4
Overview of company AUDI.......................................................................................................4
Roles and responsibilities of marketing.......................................................................................4
Interrelationship of marketing functions with other functions of the company..........................5
The key significance of the relationship of marketing with other units of organization.............6
Elements of the marketing function.............................................................................................6
Relationship of elements of marketing with other functions of the company.............................7
Recommendation.........................................................................................................................7
Conclusion...................................................................................................................................8
LO 2.................................................................................................................................................9
Compare ways in which organizations use elements of the marketing mix (7Ps) to achieve
overall business objectives..............................................................................................................9
Different ways in which organizations can apply the marketing mix to meet the objectives.....9
Evaluate different tactics used by businesses to achieve objectives..........................................11
Design a strategic marketing plan that tactically applies the use of 7P’s to achieve the overall
marketing objectives..................................................................................................................13
Conclusion.....................................................................................................................................15
References......................................................................................................................................16

Introduction
The marketing refers to making the strategies to attract the people towards the organization.
Marketing plays a vital role to make the organizations structures as it gives the approach to
develop in a significant manner. The approaches of marketing help to understand the customers
and their needs and this determination is most necessary to build the business in a concise
manner. The marketing essentials are the different aspects and phases of marketing as the
concept have some different methodologies to be followed. Different organizations implement
different marketing strategies to extend the business and revenue and that is necessary for the
company AUDI to make some marketing strategies to extend the business in a significant
manner. AUDI AG is the multinational automobile company established in Germany and
produces a luxury vehicle. The company is going well in the automobile industry and well
known for the customers but at the same time have a large number of competition. The
marketing is the relevant approach to be used which can help to build a strong impact on the
competitors. The report will provide precise information about the marketing essentials and also
will determine about the roles and responsibilities of marketing and there will a marketing plan
be discussed to extend the business of AUDI.

LO1
Explain the roles of marketing and how it interrelates with other functional units of an
organization.
Marketing is the most essential and vital element for the growth and development of an
organization. The major benefit of marketing is that it helps to make the internal and external
determination about the company and its working culture (Järvinen and Taiminen, 2016). The
marketing includes different aspects which need to be followed and determined as these can help
to grow the organization in a substantial manner.
Overview of company AUDI
AUDI is the multinational automobile manufacturer company of Ingolstadt, Bavaria, Germany
that designs, engineers, produces, markets and hands out luxury vehicles overseas. AUDI is one
of the members of the Volkswagen group that is one of the largest automobile manufacturers in
the world. The foundation of the organization was quite complex as in the initial time in the early
20th century the company did not have the right place in the market and the owners were
spending their time and money on the improvement. The company had obtained a revolution in
1960 when they had started achieving sales and benefits (Huotari and Hamari, 2012). The
company had implemented the slogan till 2016 that was "Truth in Engineering" and afterwards
they did not have any slogan. The company have large competition and the major competition of
the company is BMW and Mercedes-Benz.
As discussed the company is one of the largest organizations of Germany but have a large
competition on the other hand. The competition is inevitable but the thing which can be
beneficiary for organizations is to make appropriate use of this approach to attain the growth and
development. The implementation of marketing first needs to understand the requirements of the
organization.
Roles and responsibilities of marketing
The formation of any of the organization without the implementation of marketing is not possible
as this approach provides the base to the company structure and also makes a determination
about the needs of the organization (Morgan, 2012). The major roles and responsibilities which
includes in a contest of marketing have been discussed below:

 Market research: The research and determination over the market are most necessary as
it helps to make the determination about the targeted market. If the companies will not
have the idea about their targeted market that will become hard to make the approaches to
building a strong impact on the business. In the context of AUDI that is well known that
this is the luxury vehicle and only affordable for some specific classes and market. The
determination about such gives the idea to expand the business.
 Market strategy: The determination of the targeted market is essential for the company
but after making the determination about the targeted market and market research the
further step is to analyse the marketing strategy. The marketing strategies include some
different aspects like the products and services which are necessary to make the
customers attract towards productivity (Chang, et. al., 2015). The analysis of different
aspects of marketing is most necessary to make the determination of the marketing
approaches.
 Advertisement and promotion: The advertisement and promotion are the most essential
requirements for the marketing concept as it is the basic requirement to execute the
marketing plan. This includes some online and offline methods to make the marketing in
which online methods includes social sites like Facebook, Twitter, youtube and so on.
The offline method of marketing includes marketing via television or campaign.
 Public relation: This is the foremost necessary responsibility of marketers of the
organization as public relation is the key essential to increase the customer base. The
marketers are the people who get most involved with the customers' needs and
requirements (Ferrell and Hartline, 2012). If the marketers focus to complete their task it
will help to grow the company in a significant manner.
Interrelationship of marketing functions with other functions of the company
The marketing not only externally impacts the organization but it also impacts the internal
structure of the company. The concept of marketing not only helps to attract the customers
towards productivity apart from that it affects different department of the company.
 Operation management: The operational department of the company takes care of the
needs and requirements of the company and the marketing department needs to assist the

operational department to complete the needs of customers. It will help the company to
enhance productivity.
 Finance department: The marketing concepts directly links with the financial
department as the marketing approaches and strategies like promotion require the cost to
be reduced. If the marketing experts will have a concise idea about the needs they can
make a more impactful plan.
 Human resources management: human resource management determines the needs of
company employees in a significant manner. Marketing concepts affect the recruitment
and requirements of the company. This is most necessary for the HR management to
understand these basic needs of the organization so that they can hire applicable people.
The key significance of the relationship of marketing with other units of organization
The marketing plays a vital role in the interrelation with the internal concepts of company
different departments of the company interlinks with the marketing and its strategies and these
collaboratively affects the company structure in some different manners. The major concern of
each of the organization is to provide the customer's satisfaction which requires to make the
customer require strategies (Bigat, 2012). The customers are base of any of the organization and
that is understood but the marketing is not the only way to expand the business.
Marketing could be the major element to attract more customers towards the productivity of the
company but the other departments are the necessity to fulfil those requirements. In the context
of organization AUDI, this can understand that the marketing can help to attain the base of
customers but if the engineers and technical department of the company will not fulfil the
promises which have been made earlier then the things will become tricky to manage in a
significant manner (Biggemann, 2012). Thus, it can be stated that marketing correlates with the
other department of the company.
Elements of the marketing function
Marketing is a critical concept to be implemented at the same time necessary for the growth and
development of the organization. There are some elements of marketing which can help to make
more relevant and justified marketing.

 Market information: the information and determination about the market are most
necessary as if the company will have proper knowledge about the current trends and
competition of the market then only they can make proper strategies of marketing.
 Product development: This is the most necessary element of marketing as the product is
the basic think on which entire structure depends (Dahnil, et. al., 2014). If the company
will portray the product in a significant manner the half of the company and marketing
needs will fulfil.
 Branding: This is the most essential element of the marketing as the brand value speaks
a lot about the company and product if the brand image is positive then the marketing is
easy but if the brand image is not much acknowledged by the customers then it will
require more efforts to be exhausted on the marketing.
Relationship of elements of marketing with other functions of the company
The elements of marketing provide the base to the marketing structure of the company but again
these elements are not only required to be determined apart from that these elements need to be
implemented in the real organization. This is understood that the market information needs to be
determined via help if marketing but the administration department needs to manage the records
and analysis over the different market analysis which can help to make the relevant and justified
approaches to enhance the business. The other element relates to the product development this is
most necessary for the operational and technical department to provide a significant product
which necessary to be presented in the real market (Constantinides, 2014). The other factor is the
brand image this can be determined that the brand image is most necessary for the company and
marketing can make the customers aware about it but the internal departments need to work hard
to maintain the relevance of brand in a significant manner.
Recommendation
The company AUDI is well known in Germany and overseas but at the same time, the company
includes the high and large competition and also have the impactful brand image which needs to
be maintained in a significant manner. This is recommended to the company to make the
marketing strategies which helps to make the growth and development stable and also makes a
strong impact on the customers (French and Russell-Bennett, 2015). The current stage of the
company internally not requires the establishment because it is already established and people

are much aware of the company but still these needs to make the approaches which help to
overcome the competitors in a significant manner.
Conclusion
This is concluded from the above analysis that the marketing is a most necessary part of an
organization but the critical analysis over different aspects made a determination about the equal
need and importance of other departments of the organization in building the more impactful
structure of the company. The specific steps and recommendations which needs to be followed
by the company to expand the business had also discussed. This was determined that the
company is having large business apart from that the current situation of the company includes
some competitors. Thus, it can be stated that there was concise information about marketing and
its importance.

LO 2
Compare ways in which organizations use elements of the marketing mix (7Ps) to achieve
overall business objectives.
Different ways in which organizations can apply the marketing mix to meet the objectives
The marketing mix is the concept which most of the companies implies to attain the growth and
success as this method helps the organizations to make the determination about the different
concepts of the company which directly or indirectly affects the market growth and productivity.
The major elements which exist in the market mix give the idea about the demographics, size
and other aspects of the market. The concept of the marketing mix gives more relevance to the
approaches of marketers to make the marketing plan and attract customers (Naeem, et. al., 2013).
There are basically 7 elements of marketing mix which are the product, price, place, promotion,
people, process and physical evidence.
AUDI is the large company and focused on its services and products and this is most necessary
for the company to determine the applications of the marketing mix as it will help the company
to become more connected with the customers and growth. The current time is full of
competition and that is faced by the company as well in that particular case this becomes more
necessary for the organization to make the good and advanced quality product that is the luxury
vehicle and they also need to provide impactful services to the customers which helps them to
attract more and stable customers. The other factor which needs to determine is about the pricing
strategy this is understood that the specific vehicles are for the rich people but here the pricing
means to provide the product with an effective balance of quality and productivity (Beck and
Reichert, 2012). After the product and price next think of concern is about the place this is most
necessary for the company to provide the product at those places which are easy and applicable
for the customers. The place can be showroom at a decent place or availability on websites. The
promotion is a foremost necessary element to be determined as this is the concept to make the
people attract towards the product or services this is determined that the company have the good
and effective brand image but still new products require to have the effective marketing.
The people are the most necessary element for any of the business as this is the people who will
make the experience of provided services. The marketing is not only the concept of enhancing

the new customers apart from that it also includes the strategies to maintain the existing customer
base because the stability of customers is most necessary to beat the competitors. The other most
necessary application of marketing mix which needs to be followed by the company is the
process. The process could depend on the quality and services of vehicle provided by the
company or it could be the service experiences experienced by the customer while purchasing or
attaining the products. All of these factors come under the process of customer's relationship and
these are most necessary to be formulated in a significant manner (Laczniak and Murphy, 2012).
The last application is physical evidence this is most necessary for the customers as this is the
base for the customers to make the determination of the evidence of their buying activity. These
are some applications of marketing mix which needs to be followed by the companies to extend
the business.

Evaluate different tactics used by businesses to achieve objectives.
Tactics are usually used by business organization in order to create a certain goal plan for the
business to grow in the competitive market and generally stated as a planning process of business
organizations. Tactics plays an important role in developing objectives real and states the ways
in which businesses could easily achieve business objectives efficiently. The company Audi has
adopted the following tactics to achieve its objectives:
 Focusing on Market Research: Most of the businesses uses the tactic of focusing on the
market research in order to identify the need of the company’s products and services in
the market. The company Audi has implemented the tactic of focusing and analyzing the
market through carrying out marketing research in order to seek the demand of the
company’s products and services in the market. The market demand directly effects the
business of the company which further impacts the business of Audi to achieve its
objectives in the market (Malyuga, et. al., 2017).
 Establishing vision, mission and goal objectives: To achieve the objectives of business,
organization required to establish certain vision, mission and goals for the organization
through identifying the strength, weakness, opportunities and threat in order to capture
customers, employees and shareholder. Thus in order to accomplish objectives, Audi
require to have a depth analysis of its company through arranging and accepting
feedbacks from the customers, employees and shareholders as the future of the company
depends on their ability to serve the services to the customers much better than the other
competitors.
 Creating an Outline: After market research and establishing objectives, the business
organization usually focus on achieving business objectives through planning and
creating an outline of the plan to implement in the business for achieving he objectives.
Audi use the tactic of creating a digital outline of the business plan which highlights the
business capability, research, business progress, obstacles, risks and target market. The
outline of the following components helps Audi to recognize the important factors that
should be considered while achieving the objectives (Nagle, et. al., 2017).
 Measuring the Company’s Progress: After establishing the goal and objectives,
company is required to develop certain strategies to achieve those goal and objectives.
Audi need to adopt the tactics of measuring the company’s progress in order to track the

progress the ongoing process in the company in order to implement new strategies in the
company for achieving the objectives of the company. Moreover Audi track its company
through measures such as performance metrics of the company through employees,
employee retention and through seeking the current performance of the company (Abdul-
Hamid, et. al., 2017).
 Turing Long term Strategies into Short Term Tactics: Businesses usually use the
tactic of turning long term strategies into short term tactics after clearing goals, strategies
and mission of the business organizations. Audi turns its long-term strategies into short
term tactics through establishing review of the company’s performance, analyzing
customer feedbacks and training, maintaining manager to field services and establishing
field services.