Marketing Strategy Report: Beauty Bay, HND Business Essentials

This report provides a detailed analysis of Beauty Bay's marketing strategy. It begins with an executive summary and introduction, followed by a situational analysis including SWOT and PEST analyses. The report then delves into Beauty Bay's marketing objectives, the role of marketing within the company, and how marketing relates to the 4Ps. It explores organizational and economic growth related to marketing, competitive strategies, and customer relationships. The interrelationship of marketing with other functional units, key areas of marketing, and the elements of the marketing mix (7Ps) are thoroughly examined. The report includes comparisons with competitors like Boots, a SOSTAC marketing plan, and concludes with key findings and references. The report also provides information about the finance and IT departments, how they relate to the marketing department, and the key roles they play.

MARKETING STRATEGY 1
Marketing strategy
Institution
Student name
Date
Executive summary

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Production mechanism, economic status of the organization, competition, location, and
population of the potential customers are the main determinants of business performance at a
given trade period. These factors may favor or be antagonistic to the organization; the best
mechanism to handle this situation is to install a robust marketing strategy. This article is a report
on marketing to the management of an organization launching a new product in the market.
Table of Contents

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Marketing strategy......................................................................................................................................1
Executive summary.....................................................................................................................................2
Introduction.................................................................................................................................................5
Situational analysis......................................................................................................................................5
SWOT...........................................................................................................................................................5
Strength...................................................................................................................................................5
Opportunity.............................................................................................................................................6
Weakness................................................................................................................................................6
Threat......................................................................................................................................................6
PEST analysis...............................................................................................................................................6
Political....................................................................................................................................................6
Economic.................................................................................................................................................7
Social.......................................................................................................................................................7
Technology..............................................................................................................................................7
Objectives....................................................................................................................................................7
Role of marketing in Beauty Bay..................................................................................................................7
Marketing................................................................................................................................................7
Diagrammatic representation of how marketing is related to the 4Ps................................................8
Organization growth................................................................................................................................9
Economic growth.....................................................................................................................................9
Facing competition................................................................................................................................10
Customer relationship...........................................................................................................................10
Interrelationship of marketing and other functional units........................................................................10
Key areas of marketing..........................................................................................................................11
Management or production..................................................................................................................11
Finance..................................................................................................................................................12
Information technology department.....................................................................................................12
Elements of the marketing mix (7Ps).........................................................................................................13
Price...........................................................................................................................................................14
Profit margin strategy............................................................................................................................14
Market penetration strategy.................................................................................................................14

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Premium pricing strategy......................................................................................................................15
Promotion.................................................................................................................................................15
Advertisement strategy.........................................................................................................................15
Open air strategy...................................................................................................................................15
Placement..................................................................................................................................................16
Intensive distribution.............................................................................................................................16
Strategic positioning..............................................................................................................................16
Showrooms............................................................................................................................................16
Product......................................................................................................................................................17
Practical application strategy.................................................................................................................17
Product branding strategy.....................................................................................................................17
Audience definition strategy.................................................................................................................18
People........................................................................................................................................................18
Process......................................................................................................................................................19
Comparison of Beauty Bay and Boots marketing strategy.........................................................................19
Physical evidence.......................................................................................................................................21
SOSTAC marketing plan.............................................................................................................................21
Situation................................................................................................................................................21
Objectives..............................................................................................................................................21
Strategy.................................................................................................................................................21
Tactics....................................................................................................................................................22
Actions...................................................................................................................................................22
Control...................................................................................................................................................22
Control.......................................................................................................................................................22
Conclusion.................................................................................................................................................23
Reference..................................................................................................................................................23

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Introduction
Beauty Bay was set up in 1999 in Manchester. It was established as an e-commerce
business; hence most of its products are sold online. Beauty Bay don’t produce its own products,
it, however, sales detergents, perfumes, lotions, and other skin care products of the renown
brands in the United Kingdom. After several years of operation, Beauty Bay established several
stores across the state aiming to combat the tough competition it experienced from other similar
firms using both the online and store outlet of the beauty products. Over the years it established
itself in the market, developed loyalty to the customer and became customer’s choice of the most
states community members (Kiseleva, 2017).
Situational analysis
SWOT
Strength
The stability of Beauty Bay in the market accounts on the substantial financing from the
management and shareholders. This smoothed the operations of the organization and excluded it
from the problems associated with lack of enough funds to run the activities of the organization.
The management is also stable, and the personnel’s employed and deployed various duties have
a competent level of skills in their respective responsibilities. Further, the use of online selling
mode saved the organization the cost related to the establishment of physical stores at the initial
phase of the organization establishment.

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Opportunity
Research has it that; about 80% of the United Kingdom community members use the
internet on a daily basis. This provided an ideal environment for the business and eased the rate
at which Beauty Bay created contact with potential customers (Åberg, Fälting, & Forssell, 2016).
The product dealt with by Beauty Bay has a variety of uses and are commonly used on a daily
basis by people without the exclusion of gender, age, race, and social class. Despite all these
advantages that have helped in building of the name of Beauty Bay in the state, the need for a
robust and well-managed marketing strategy can’t be underestimated.
Weakness
Beauty Bay doesn’t produce products of its own, it therefore rely on the products
produced by renowned existing firms. The organization hence lacks the power of direct change
of the characteristics of the product to suit the market demand. The only power the organization
has is changes in the price of the product.
Threat
Competitors are numerous in beauty industry. The producing firms sell their products to
various retailers and also have their own outlets hence high completion. Lack of electric of
electric power and internet outage also affects the online selling platform and lower the number
of sales made.

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PEST analysis
Political
Beauty Bay adheres to the rules and regulations of the ruling body by paying taxes,
operating with a valid job license as well as selling products that are not both harmful to the
environment and human.
Economic
In the economic environment, the organization suffers the effects of inflation,
competition and variation in exchange rate.
Social
The social environment is favorable to the organization on the ground the products
provided by the organization are necessary for daily use regardless of the age, gender and race of
the potential customers.
Technology
The trend in technology affects the organization through receiving goods of improved
quality from the suppliers who endorses the technology in production.
Objectives
Beauty Bay is targeting to increase the number of sales by 20% by the year 2025. The
management is planning to realize this increase in sales by encouraging the use of internet on
online selling as opposed to store sales reliant mode.

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Role of marketing in Beauty Bay
Marketing
Marketing refers to the establishment and maintenance of relationship between the person
or the organization providing a good or the service and the target potential customers. It is often
implemented through communication through advertisement a process collectively known as
promotion. However, there are other forms or marketing apart from promotion such as, price,
placement and product. The four marketing strategies are collectively known as the four
elements of marketing mix abbreviated as 4Ps where P stands for each element. Marketing aims
at creating awareness of existence of the product, convincing and persuading the potential buyers
to buy the product.
Diagrammatic representation of how marketing is related to the 4Ps
Marketing mix PromotionPlacement
product
Price

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Tabular representation of marketing mix
Price
Market penetration
Premium pricing strategy
placement
Intensive distribution
strategic store arrangement
Product
Practical application
Branding
Defining target market
Promotion
Advertisement
Open air strategy
Producing the best product in terms of quality or any other measure of customer
friendliness of the product and selling it at the cheapest price is not an assurance of attracting the
largest number of sales as compared to the competitors in the market. The business must have a
properly managed mechanism of having the word out to reach the customers. Organizations that
invest in marketing with the same weight as they invest in production, technology, and human
resource attracts a high volume of sales regardless of whether they sell their product at higher
prices in comparison of the prices their competitors sell the same product. This suggests that
marketing plays a vital role in the market that is worth merit. The roles played by marketing
include:
Organization growth
Every business grows because of customer’s retention and their increase in number. This
ensures the volume of the products sold is high and increasing on a daily basis on account of
meeting new customers through marketing. The high volume of sales leads to high profits hence
the growth of the organization.

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Economic growth
Marketing increases the number of customers aware of the product. In most cases, the
customers are spread and for the product to reach them need to be transported. The transportation
sector requires individuals to handle the duties, therefore, creates employment to individuals
involved in transportation. The need for a good transport route leads to improvement in the
transportation system leading to better infrastructure which leads to the growth of the economy.
Marketing also leads to competition hence improvement in the quality and reduction of the
product in question. This leads to better standards of living as people save on the expenditure and
at the same time have access to quality products (Blakeman, 2018).
Facing competition
The volume of sales recorded by an organization is dependent on the number of
individuals aware of the product and the organization's existence. The organizations recording
the highest sales are therefore the most popular. To combat the competition, the organization
uses marketing as a strategy to make it's brand popular. When the customers have adequate
knowledge of the choices in the market, their buying decision is determined by other factors
awareness excluded hence facing the competition by other firms.
Customer relationship
The relationship between the customer and the organization creates an avenue for trade to
commence between the two. The relationship is gained through communication. Communicating
with a potential customer is done through newspapers, videotapes, television, and radio.
Communication through this media is an advertisement, and it’s a promotion strategy. The

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potential customers raise their concerns through the recommended media and on gaining
confidence with the product offered, trade commences contributing to the profits of the
organization (Cacciolatti, & Lee, 2016).
Interrelationship of marketing and other functional units
Beauty Bay constitutes of several departments mandated duties and responsibilities to
ease the flow of operations and activities of the organization. Each department is fitted with
experts with high skills and experience of work and functions of the department. These
departments include the finance and production or the management in case the organization does
not produce commodities of its own.
Key areas of marketing
Marketing is broad beyond the imagination and assumptions made by many that
marketing is basically selling. Marketing involves meeting the potential customers in their
respective places and convincing them of the product and the benefit accrued to the use of the
product. In case of the use of a sale person, a physical demonstration is also recommended.
Marketing involves four main areas of practice, promotion, product, price, and placement (Chiu,
Liu, & Tu, 2016).
Promotion entails the activities including open-air launching and advertisement while
placement refers to the strategic location of placing the product to attract the attention of the
customer. Product entails the quality of the product, packaging, and branding while the price
marketing strategy involves determining the price of the product in the market for sales
promotion purposes. These four aspects are referred to as the 4Ps.

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Management or production
Marketing personnel’s creates contact with the potential customer as they implement
their duty all day of work. The marketing personnel get the customers feedback on the product
and the recommendation on the product for efficiency. Marketing department communicates this
information to the management and production department. The management then makes
changes to the product, meeting the expectations of the customers hence boosting the volume of
sales made in a day. Offering the product in the standard the consumer wants it to create
confidence of the customer to the product strengthens the customer organization relationship on
the foundation of the effectiveness of the product (Doherty, Kearns, & O’Rourke, 2015).
Marketing department records the number of orders made in a day and communicates a
recommendation to the management on increasing the volume of a stock in case the orders are
high. The department has the mandate of predicting the buying behavior and communicates it to
the management for plans of the organization. For instance, if the economy changes or seasons
are likely to affect the buying habit of the customers, the marketing department communicates
this to the management with an advice lowering the volume of the supplies to avoid losses that
could emanate from perishability of the product and the warehouse or storage charges.
Finance
The funding of the entire organization is budgeted by the finance department and the
funds allocated are then determined by this department in collaboration with the management
department. The marketing department has to communicate to the finance department on the
marketing strategy they will apply in the next trading period for funding. If the marketing
department wants to use the newspaper and salesperson which are expensive media of marketing,

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the marketing department will have to consult and negotiate with the finance and management
department on the ability of the organization to fund the activities and the viability of the idea
(Fahy, & Jobber, 2015).
Information technology department
Beauty Bay has most of its trade carried out over the internet. The marketing department
has to regularly involve the information technology department on what to promote at the given
time and provide them with adequate information on the discounts and offers for the product in
question for them to update the figures in the portal. The marketing department also should
communicate to the information and technology department on the changes made on a product in
order to add the detail in the information system to alert buyers who had bought the product on
its initial state on the changes made to the product as they rebuy it for conveniences.
Elements of the marketing mix (7Ps)
Marketing may turn out to be the most challenging activity the business can commit to if
the management doesn’t have a well-defined strategy to undertake this process. If the strategy
and the management are poor, Beauty Bay will end up spending a lot of time, resources and
human resource in the marketing mix that will cause loss to the business instead of profits.
The 7Ps marketing strategy is a derivation of the most used marketing strategy of the 4Ps.
The strategy is one of its kind in the grounds of effectiveness and efficiency in realizing the goals
of the organization. The reason most business organization make losses in its advertisement
strategy is focusing on one P in the mix. For instance, if the marketing department invests
heavily on marketing using promotion only without considering other aspects, it is of no benefit.

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Promoting a poor quality product in a poor package will have no significance in the number of
customers attracted to the product. Likewise, a product of low quality offered at a low price as a
marketing strategy will face a tough challenge of competency. The strategies must be well
balanced and implemented at a go with a regular improvement in the areas of need (Hansen,
McDonald, & Mitchell, 2017).
The 7Ps strategy comprises of the price, promotion, product, and placement which are the
4Ps marketing strategy mix combined with other 3Ps which are the process, physical evidence,
and people. Putting all this strategy into play at a go has the capacity to establish and maintain a
healthy competition between the existing firms and those that will be established in the future.
Their efficiency strengthens the management and the financial condition of Beauty Bay by
drawing large traffic of buyers thus generating high profits. High profits help the management to
invest in other departments besides marketing to strengthen the condition of the organization
aiming at neutralizing the competitors and dominating the market.
Price
The momentary value of a product in the market is referred to as the price of the product.
Market research claim; that lower prices of a product or high prices affect the buying habit of
customers. The marketing team of Beauty Bay has to evaluate these crises and develop a strategy
that will best suit the market. Pricing is likely the most critical strategy of affecting the behavior
of buyers. Low price goods attract a high number of customers especially of low social class
while the high price of goods attracts those of high class under the category of goods of
ostentation. The following are the main pricing strategy in use today in business:

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Profit margin strategy
Beauty Bay aim is to make a profit. On the evaluation of the cost of the organization's
effort to present one unit of a beauty product in the market the difference of this value should be
lower than the price at which the product is provided in the market. The strategy may look
dormant, but it protects the customers from exploitation and the organization from making
losses. The organization should make sure the profit aimed is not exponentially high thus
favoring the customer (Hasan, & Ali, 2015).
Market penetration strategy
Beauty Bay may opt to introduce new products using this strategy to attract customers in
the initial stage of introduction of the new product in the market. In this strategy, the product is
introduced in the market at an extremely low price in relation to its value in terms of quality. The
organization will make very low or no profit at the initial stage. The low price of the product
attracts customers in large numbers and among some become habitual. On increasing the price of
the product gradually in the future date, customers who have developed habit use of the product
will remain loyal to the organization.
Premium pricing strategy
The general market assumption of the market is that high price goods are of high quality.
Introducing a new product like Forever Young lotion which is used by people over 30s to
maintain a young look in high price, will create a notion of high quality of the product in the
minds of the customers. The number of sales recorded on this initial phase may be low but on
reducing the price gradually or drastically will draw many customers who are aiming at enjoying
the discount or the offer (Hunt, 2018).

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Promotion
Selling of a new product in the market at the most favorable price to the consumers will
be of no significance if the customers are not aware of the existence of the product. In the same
note producing the highest quality product in the comparison of that of the competitor will be of
less meaning until the product existence is communicated to the consumers. Beauty Bay can use
the following promotion strategies:
Advertisement strategy
The information on the new product should be availed in all reliable sources of
information in the state. These sources include; newspaper, magazines, television, radio,
billboards, and podcast. These media will help the organization to let the word out.
Advertisement is efficient because it reaches many customers at a go. Further, an advertisement
can be used before the launching of the product to test the reaction of the customers to the
product and make a decision on the appropriate amount of investment on the product (Menon, &
et al, 2015).
Open air strategy
We can’t deny people love fun. This strategy always works well when a celebrated and
famous person in the field of art and entertainment is part of the strategy. A roadshow is prepared
to attract the potential customers by the roadside. The information on the product is made the
subject of the show hence drawing the funs into being customers. The fans are subjected to
competition like dancing, athletes and even singing. The best is awarded a sample of the product
making them feel to be part of the organization thus developing a customer organization

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relationship. Friends and relative develop the urge to buy product on seeing this hence increasing
the volume of sales (Olson, Slater, Hult, & Olson, 2018).
Placement
Strategic positioning of a product aims at buying the attention of potential. Placement
strategy takes advantage of irrational buying behavior of customers. It’s implemented in the
following means:
Intensive distribution
Beauty Bay should establish branches and outlets all over the United Kingdom state.
Availing of the product in these different branches increases the number of potential buyers who
creates contact with the product over a given period of time. Higher numbers of the customers
who see the product are likely to turn to buyers of the product.
Strategic positioning
The product in the marketing plan is placed at a strategic point preferably at the entry of
the organization. This ensures that any customer who makes a way in the organization sets his
eyes on the product thus creating awareness on the existence of the product to the potential
customers.
Showrooms
Showrooms provide a pleasant environment for both customers and sellers in the market
relationship establishment. The sellers should have their product in almost all known showrooms
to sensitize the potential customers on the existence of the product (Richardson, Choong, &
Parker, 2016).

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Product
Most of the markets today are driven by the quality of the product. The knowledge of the
existence of a product is spread fast, and almost every customer is aware of the product. The rate
at which the product sells is determined by the efficiency of the product in serving the intended
purpose and the cost of the product. The efficiency of the product in serving the purpose
intended is the best of all marketing strategies. The product marketing strategy is implemented
through:
Practical application strategy
The confidence gained through eye witnessing is stronger than that gained through
hearing. Talking of product like soap or detergent, the Beauty Bay should hire personnel’s to
demonstrate the use and effectiveness of such product on the foundation of how they form rather.
The potential customer may be pleased by the product and end up buying it.
Product branding strategy
It’s a common scenario to see a beauty product package with a photo of the most
celebrated individuals especially those in the field of entertainment. This is meant to attract the
fans of that person to try the product. Packaging of a commodity is, therefore, a strong marketing
strategy; the graphics in the package should be appealing in the sense of the potential customers.
Also, the packaging should show some level of consistency such that the packet used for a large
amount of the product resembles enlargement of that used for the small amount of the product.
This ease the promotion of the brand and anyone who has used the product will be able to spot it
in the showroom regardless of the size available (Rickard & et al, 2017).

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Audience definition strategy
Introducing a new commodity in the market is faced by endless challenges especially the
beauty and toiletries products. The potential customers are not conversant with the use of the
product and therefore difficult for them to decide to buy it. Efficient product marketing should
have the target market well and clearly indicated on the product. For instance, introducing
Forever Young product, which is a lotion that gives an individual a youthful look without
indicating on it the people targeted or the effect and application, the potential customers will pass
it in the aisle even if its effect would suit them. The product should, therefore, be introduced in
the market with a clear use procedure, effect, and the targeted individuals.
People
A market is a place where people buy and sell. This suggests that people are the most
important character in the trade. If the customers do not exist trade will not happen, also if the
seller doesn’t exist, it will not be possible to transact. People in marketing involve the
salesperson in the organization, the management, and the producing experts. This group of
individuals should have the desired competence in the market. The management should be
efficient in planning the activities of the business using the information they receive from the
marketing department. The producing individuals should also make it perfect as per customer’s
requirement.
There are groups of people who are believed to influence consumer behavior. When they
recommend the use of a given product the volume of the product sold increases drastically and
vice versa. Management should work well with these groups to ensure they recommend the use
of the product thus attracting sales.

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Process
The service experience of the customer will never fade in his mind. If a customer is
served in a manner he feels uncomfortable with; the high chances are he will never turn for the
same product or the same organization in the future. Serving customers is a delicate
responsibility and require skills and politeness. The salesperson should confirm and make sure
he has familiarized the customer with the procedure of using the product if it is the first time
encounter. The description should be given in a polite and direct manner since not all individuals
are a fun of long conversations. The salesperson should also ensure the product is wrapped and
packed in a presentable and reasonable package as part of the after sale services. Lastly, the
salesperson should also provide the customer with information on the varieties and complements
available and request them to come back in the future for more.
Comparison of Beauty Bay and Boots marketing strategy
Marketing mix tool Beauty Bay Boots
Product Beauty Bay focuses on the
toiletries and beauty products,
with evidence on the recent
innovation and investment on
the Forever young product.
Boots focuses on the products
for beauty, skin care and
health popularly known as
pharmaceutical products
Price Beauty Bay use the market
penetration strategy where the
product is introduced at
particularly low price attract
sales and increase the price
Boots on the other hand uses
the same strategy of market
penetration, as a tool to
combat competition from the

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gradually other sellers.
Place Beauty Bay has numerous
stores across the state
increasing the chances of
meeting the potential
customers.
Boots on the other hand invest
on intensive distribution and
the use of the showrooms.
promotion Beauty Bay is reliant on the
public relation and direct
marketing for promotion
Boots on the other end relies
mainly on various forms of
advertisements.
People The organization views the
sales persons and the
marketing team as the critical
people in the organization as
far as making sales is
concerned.
The persons of main interest
in the organization are the
people involved in production
of the product on the ground
of quality concern.
Process The processes of interest are
the warehousing activities as
well as the data and IT.
The process of marketing
involves influencing the
individuals to buy through
advertisement.
Physical evidence The evidence on the product
involves demonstration on use
of the product and its
efficiency.
The evidence is more of
testimony from individuals
who have used the product
before.

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Physical evidence
The level of confidence gained from physical and tangible evidence outdoes what typical
customers hear. It’s a common phenomenon in the market to find a customer buying a certain
product in large volume since he had witnessed its effectiveness yet it is not the most efficient
available for the same use in the market. This is called the power of witnessing. Beauty Bay
should always be ready to have presentable physical evidence of the product to be introduced in
the market. The most organization picks a brand ambassador from a list of people with fame and
influences in the sector sponsor him and provide the product to him. On application, he sells the
word out, and his fans will all go for it (Baltes 2015).
SOSTAC marketing plan
Situation
The toiletries and beauty market is huge in the sense of the customers and sellers, the
market therefore is dominated by tough competition and Beauty Bay is a no exception in the
market.
Objectives
Beauty Bay has an objective in combating the current market competition to ensure it
records the highest possible number of sales per trading period in order to make sensible profit.

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Strategy
Beauty Bay will introduce Forever Young which is a new product in the market using
several marketing strategies for efficiency. The advertisement of the product will carry the
largest portion of the marketing strategy to install.
Tactics
The Forever Young will be launched in open air events to create awareness of the
existence of the product to the community. Newspaper advertisement, as well as television, radio
and the billboards, will be used to implement promotion of the product.
Actions
The management will also ensure that Forever Young is availed in the showrooms and
placed strategically in the stores to ensure the potential customers can see the product catching
his attention.
Control
The price strategy used to introduce Forever Young in the market is market penetration to
attract the customers in the name of the low price of the product and increase the rate gradually.
Control
The control of the organization is done along the targets set in the number of sales made
in a unit of trading period and the amount of profit made. The management set the strategy and
the means to achieve the objectives. To evaluate whether the organization is operating in the
right track, the management conduct a research and analysis of the organization performance. If

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the organization seems not to be off the track in matter performance the organization’s
management conduct analysis of the barrier to progress and formulate a strategy to realign
operations of the organization.
Conclusion
The marketing strategy used in an organization determines a lot as far as competition and
the volume of sales made. Selling a product at a lower price while your competitor sells the same
at a higher price is not an assurance to making high sales than him. This implies marketing of a
product is not a one direction aspect, and it involves; improving the quality of the product, proper
packaging, reasonable pricing, availing the product and the relevant information about it in the
market.
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