Marketing Essentials: A Case Study of Beauty Giant

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Unit 2– Marketing Essentials
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Contents
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................4
P1.................................................................................................................................................4
P2.................................................................................................................................................6
LO2..................................................................................................................................................8
P3.................................................................................................................................................8
LO 3...............................................................................................................................................11
P4...............................................................................................................................................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15
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INTRODUCTION
In this case study, some of the marketing strategy in the Beauty Giant will discuss. The cosmetic
selling company is Beauty Giant which has more than 50 branches all over the UK. This
company is mostly selling cosmetic product to their target audience. Most of the time they sell
men and women toiletries with the different brand and on the other hand, they also make an
excellent position in the market (Akgün et al.,2014). But on the other hand, they will not produce
and sell the product on their own. On the basis of the latest scenario, the companies decide to
launch an anti-agency product which was called Forever Young. They also believe that first of its
kind and they will also target around the 30’s market.
In modern business, marketing is the most important tool for the business organization. With the
help of this the marketplace, customer demand is identified and provide them a good quality of
product to them so that customer will satisfy there need (Akgün et al.,2014). Mainly they will
focus on the marketing essential in the business organization which is fully depending on the
globalization of the country. On the other hand, they will also use the marketing mix to achieve
the organizational goal in very less time. They will also provide some cheap product to attract
more customer (Akgün et al.,2014).
This organization has many different plans for selling its product in the market and to satisfy the
customer need and wants. And they also want to become a market leader and the unlimited
choice of the consumer who always tries to use a different type of wants an anti-aging product.
In this case study, the role of marketing into a different sector and the functional unit of an
organization will discuss (Akgün et al.,2014). This will also discuss some important key role and
responsibility of the marketing function in the organization.
With the help of 7P’s the objective of the overall business will identify. With the help of the
marketing mix, most of the consumers are influenced. They purchased that product only which
are controlled by a company (Akgün et al.,2014). The organizational goal and objective of the
company are achieved with the help of the marketing mix. In Beauty Giant different type of
approaches are implemented in the market and they will also analyze that the marketing mix is
implemented in the market is properly or not (Amine et al.,2012).
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LO1
P1
In marketing function, customer need should be fulfilled and therefore the price of the products
is to be set as average. These two main roles are responsible for the marketing function. These
roles are meant for target customers only for business growth. In the student sector also, they
play a vital role. In order to develop the growth of the company, they set a specific plan by
keeping in mind the overall objectives and aim of the company (Peter and Jarratt, 2015).
Figure 1: Functions of Marketing
[Source: Peter and Jarratt, 2015]
Generally, business organizations include some functions such as sales finance, marketing
research promotion, and most importantly customer satisfaction. In the marketing of the product,
some department plays a vital role such strategy management, sales support system, marketing
research, finance team, product developments, the distribution system and HRD (Hitomi, 2017).
We can say that market research, finance team, communication planning, promotion, sale, and
distribution system are some of the roles and responsibility.
To promote the business, the marketing department plays a crucial role. It tells everything about
the firm, what business practice any company is adopting, what the profits are and how much
improvement is needed in order to compete in the market (Peter and Jarratt, 2015). The
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marketing department also tells about some basic information about the firm like what the
company does, how they do and what are the viewpoints of the employees about the company.
The marketing department also analyze the products and services of an organization and produce
a better product that makes an organization unique among all. It is also responsible for the
modernization of the working of a company by updating new techniques available in the market
(Peter and Jarratt, 2015).
The marketing department must update the website of the company because people rely on
online data more nowadays as it is easily accessible. It should maintain and manage the
company’s accounts and analyze regularly. Employees of the company should know the value
and goals of the company (Peter and Jarratt, 2015). Marketing is responsible for the selection of
raw material as well as the production of the material. The marketing department also play a
crucial role in selling and buying of the goods to get a profit.
Origination interrelationship is the part of any organization in business. A business plan should
contain some department like the finance department, HRD, sales, and production department. In
order to increase the profit of the organization, one must increase its sale also (Peter and Jarratt,
2015). For example, many companies introduce buy one get one offer in the market to attract the
customer toward their products, now it is marketing team responsible to discuss the scenario with
finance and production department because both departments are responsible for the profit of the
company (Amine et al., 2012).
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P2
Marketing involves many departments like advertising, finance and distribution channel. The
main department of marketing function Research. The main department plays a vital role in
marketing is business and organizational research (Sehgal et al.,2013). This department plays an
important role in the marketing function. Research in marketing function tells us about the
information related to products in the organization also it helps in managing the finance
department and the raw material is used to produce the final product.
Planning
The second steps involve completing the research and strategy is planning. Marketing
department includes financial planning, forecasting of sales figures and distribution. These
parameters are involved in maintaining the record of specific strategies (Sehgal et al.,2013).
In a business organization, other organizations are connected by marketing functions. For
implementation, planning of research and evaluation of market trend, business origination is very
helpful (Garoufallou et al.,2013).
The main responsibility of marketing is to analyze the success of the product in the market. They
can easily identify the competitors in the market, the strength of the firm and size of an
organization. Based on the previous sale, the marketing department can increase the profit of the
company by focusing on target customers (Sehgal et al.,2013). If there is no communication
between the marketing department and other departments like finance, sale, etc, and then the
marketing of an organization can face a big problem, compromising profit of the firm. The
marketing department also have to communicate with finance and HR department for
maintaining the profit (Garoufllou et al.,2013).
The most valuable resource of an organization is its employee and the HR department is
responsible to take care of that.
There are six parameters that the HR department must keep in mind when hiring new employee,
these are:
 Recruitment of people required for a particular position.
 Maintain a healthy environment.
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 The relationship between employer and employee should be healthy.
 Compensation and employee benefits should be discussed earlier (Sehgal et al.,2013).
 Labor law should be mentioned at the time of recruitment.
 Training of the employee and the development of the company should be considered.
Till now, this is clear that the most important department of any organization is the finance
department because is responsible for the profit and loss of an organization. Any company can be
said as successful after observing the finance section of the company (Sehgal et al.,2013). This
department can bring funds from other sources to the company and hence result in the growth of
the company. The finance department is also responsible for managing the funds in an
organization and plan for the future by keeping in mind the other resources and materials (Sehgal
et al.,2013).
Finance department includes planning, auditing, accounting and organizing the assets of the
company. Financial statement of any company can be determined by observing the finance
department. A company should keep observing the finance department for the profit, the most
important financial activity of the department is bookkeeping (Sehgal et al.,2013). The main
function of bookkeeping is to organize all the transactions in the firm. The second most
important function of the finance department is reporting and controlling all the financial
statements. To run any business, taxpaying is very important, therefore the finance department
also take care of that. Now based on these steps, a finance manager plan and see where the
business can be improved (Sehgal et al.,2013).
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LO2
P3
Figure 2 Target market
[Source: Sehgal et al.,2013]
With the help of the marketing mix, most of the consumers are influenced. They purchased that
product only which are controlled by a company. The organizational goal and objective of the
company are achieved with the help of the marketing mix. In Beauty Giant different type of
approaches are implemented in the market and they will also analyze that the marketing mix is
implemented in the market is properly or not (Garoufallou et al., 2013). On the other hand
implementations of the marketing mix in the organization will improve the level of the
organization. With the help of marking mix tool, the product will understand easily. There is
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various type of marking mix Like Product, Price, Place, Promotion, Physical evidence, Process
and People (Garoufallou et al., 2013).
With the help of the advertising campaign, some of the organizational targets will be achieved.
The organization will also make some operational documents. On the other hand, some of the
marketing plans will help to identify and monitor all the relevant information related to the
organization in the market (Garoufallou et al., 2013). For achieving the business objective the
organization used a different type of techniques and some tools.
On the basis of the latest scenario, most of the companies are implementing all the 7'P in their
organization for achieving organizational objective and goals. For achieving the objective of the
organization and goal of the organization some process are achieved and they are (Garoufallou et
al., 2013):
Product: This is the first thing which the customer whether they have to buy it or not. The hair
salons have many verities of Product and services. With the help of product customer need and
wants will fulfill by the organization. Beauty Giant faces a much different type of difficulties in
their organization due to tough competition ion market (Garoufallou et al., 2013). Due to this, the
sales of the Beauty Giant reduce so they plan to reach to their target audience.
Place: This is the main thing which the product can serve their services and product to the target
audience. Beauty Giant has more than 50 branches all over the UK. For the growth of the
organization, the product is very important in the market (Garoufallou et al., 2013). The product
must be reached to the target customer.
Price: this is the most important part because in the exchange of money the customer will buy
the product and services. On the basis of demand and supply of goods and services, the price will
fluctuate (Garoufallou et al., 2013). Beauty Giant is basically based on the competitors on the
basis of cost leadership.
Promotion: Beauty Giant uses many promotional techniques to increase their demand in the
market. With the help of different promotional tools, they sell their product in the market. In
marketing Mix, this is the most important constitute (Garoufallou et al., 2013). With the help of
communication, the promotion of the product is compulsory.
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Process: The company services are basically representing by the marketing mix. This company
mainly focuses to provide excellence in the business organization. The vital issue of the
company is to satisfy the customer need and wants (Peter and Jarratt 2015).
Physical Environment: goods and services are delivered in the market to making a better
experience of the company that will represent the profession of the company. In the marketing
mix, Physical Environment is most important (Peter and Jarratt 2015).
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LO 3
P4
Some type of documents or a blueprint of any documents have come under marketing plan. This
will also include some type of marketing and promotion of the company in the future. This will
also call a business plan in which some accurate information related to the business is
compulsory (Peter and Jarratt 2015). In the marketing plan list of action is also there and with the
help of this, the company is very useful. For the flexibility of the company the marketing plan
use some of the formal and informal document in the organization. Some of the previous data,
future target and some different type of method are used to achieve the organizational goal (Peter
and Jarratt 2015).
Mission and vision of the company
Their main mission and vision of the company are to satisfy the target customer in the market.
They use many different promotional techniques to promote their business. They try to sell their
product at a cheap price so that more and more customer will attract (Peter and Jarratt 2015).
Due to this the company revenue will increase. They also use many strategies to maximize their
profit in the organization.
Vision Statement
They use many different promotional techniques to promote their business. They try to sell their
product at a cheap price so that more and more customer will attract. Due to this, the company
revenue will increase (Peter and Jarratt 2015). They put a high range of well designed, ate the
cheap price.
Marketing Situation analysis
PESTLE finding
In the UK most of the people are situated and there were done voting more. Feedback is done on
a regular basis and with the help of this company can take voting behavior of the company. They
will also face much electricity in their organization (Peter and Jarratt 2015). The structure of the
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family is changed on the basis of change in market trend and style. They also use more
promotional media for their promotion of the company.
Internal Analysis
On the basis of change in fashion trends in the market, the customer taste is change. Most of the
time customer prefers to purchase low price of the product which will affordable (Peter and
Jarratt 2015). There was rewarded because selling the excellent product in the market which will
satisfy the customer need and wants.
SWOT Analysis
STRENGTHS
The main strength of the company is to use the new technology in their business to satisfy the
customer need and wants. There is various type of supplier in the market. Their main purpose is
to sell their product at a cheap price so that the customer will afford them (Peter and Jarratt
2015). Selling cheap price of the product in the market most of the customer will satisfy their
needs.
WEAKNESS
When company comes in the market they do not use exact research because of shifting in the
new culture. The consumer will represent the ratio of the sale. Most of the country was not using
this type of services in their organization (Hitomi, 2017).
OPPORTUNITIES
With establishing Supplier Relationship in developing countries the money is saved on labor.
This type of retailer is not available in some countries. The product that is made by these
countries is reasonable enough and they tend to invest in good designing (Hitomi, 2017). The
money is also invested in experience i.e. the shopping experience should be appealing and
unique.
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